PropertyGuru champions inclusive living in new heartfelt brand film

PropertyGuru has rolled out a new brand film as part of a push to promote inclusive renting in Singapore, spotlighting its "Everyone welcome" filter, a feature that flags property listings open to all renters regardless of race, religion, occupation, sexual orientation or lifestyle.

The film, titled "From bias to belonging", is part of the PropTech company’s broader effort to address discrimination in the property market and normalise conversations around bias in the rental journey.

According to PropertyGuru, one in four Singaporeans has experienced racial discrimination when renting or buying property, underscoring the barriers many renters still face.

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Anchored by a narrative of everyday life and connection, the film features a diverse cast navigating moments both mundane and meaningful, from late-night snacks and family photo albums to quiet routines after a long day. These vignettes are aimed to convey a shared sense of belonging, reinforcing the idea that everyone deserves a place to call home.

The "Everyone welcome" filter aims to empower those who may feel marginalised or overlooked by making it easier to discover inclusive rental listings, while encouraging landlords and agents to approach the housing journey with empathy.

Beyond storytelling, the feature sits within a wider set of measures designed to create safer, more inclusive housing experiences. PropertyGuru has implemented listing guidelines, a language moderation tool to flag discriminatory content, and a reporting mechanism for renters to raise concerns, a multi-pronged approach the company says is key to building real change.

The campaign marks the latest in PropertyGuru’s brand-led initiatives aimed at reinforcing its social purpose, as the company continues to evolve from being a search platform to a more values-driven property marketplace.

"Our new brand film aims to spark a wider conversation about inclusivity in the rental market and drive meaningful change. While each person’s property journey is unique, the need to feel accepted and included is something we all share. The film captures the personal stories that define what makes a home, those simple, everyday moments that create a sense of belonging," said Sivaram Parameswaran, marketing director at PropertyGuru Singapore.

In tandem, Cécile Corda, head of sustainability at PropertyGuru Group said, "The demand for sustainable and inclusive housing is growing, and at PropertyGuru, we’re responding with actionable solutions. By equipping property seekers and real estate stakeholders with the tools to make informed, sustainable choices, we’re helping to build cities that are not only resilient but grounded in principles of inclusivity, driving meaningful change in the housing market."

The campaign follows PropertyGuru’s November launch of Home Run: Singapore, its first reality series, which explores personal stories behind property hunting in one of Asia’s most competitive housing markets. The series follows three property agents, Claire Tan, Shawn Wong, and Nadiyah Kamsani, as they navigate career milestones and challenging deals, from marketing luxury homes to preserving heritage estates.

Meanwhile, across the border, PropertyGuru Malaysia is blending heart and humour in its own content push. Its latest social-first series, #BelajarBersamaRosemah (“Learn together with Rosemah”), features Kak Rosemah, a no-nonsense, sharp-tongued puppet, guiding first-time homebuyers through the ups and downs of the property journey.

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