PropertyLimBrothers retrenches media team staff, says move a shift towards AI tech model

Property agency PropertyLimBrothers (PLB) is laying off staff from its media arm.

A report by The Edge Singapore stated that around 90 per cent of employees in PLB Media were reportedly affected.

PLB has denied these numbers.

Layoff

According to The Edge Singapore’s City & Country, PLB Media employed close to 100 staff as of February.

It was previously announced by PLB in September 2025 that PLB Media will be closing down to rebrand as MediaX.

It said that the company has significantly reduced its editorial, tech, video, and overseas teams under PLB Media.

These teams were responsible for providing research, marketing, and social media support for the agency’s realtors.

Affected employees were reportedly informed through meetings with human resources (HR) executives starting last week.

Allegedly given choice to resign or be retrenched

One affected employee told City & Country that they were allegedly asked to choose between voluntary resignation or retrenchment, and were given two days to decide.

They added that the retrenchment package included one week’s salary for each year of service at PLB.

Another employee said those who chose to resign were also offered the same package.

In addition, affected staff will be allowed to keep their company-issued devices and will receive recommendation letters to support their job search.

Realtors left after scandal

In late January, the agency faced intense scrutiny after videos surfaced online allegedly showing PLB co-founder Melvin Lim and then vice-president of strategy Grayce Tan involved in an extramarital affair.

Following the incident, both Lim and Tan stepped down from their roles.

According to City & Country, several realtors have since left PLB for other agencies in recent months.

As of Feb. 5, the firm reportedly had 79 registered agents.

PLB's statement

In response to Mothership's queries, PLB confirmed that they have undergone a restructuring focused on "certain media and backend functions as part of a broader shift towards a more streamlined, AI-supported and technology-driven model".

Their core real estate operations, including sales and marketing of listings, continue as usual with no disruption to clients, they added.

They clarified that figures cited in relation to the proportion of employees affected are not accurate and do not reflect the scope of the restructuring exercise.

The changes were targeted primarily at specific media and backend functions as part of a broader operational transition, they explained.

"The media function did not have close to 100 local employees. Our local team size was significantly smaller, and the restructuring exercise was carried out within this group as part of a targeted transition of specific media and backend functions.

Following the exercise, a core team remains in place to support content strategy, creative direction, and production oversight.

As such, the characterisation that '90% of the team was affected' does not reflect the actual scope or context of the changes."

In terms of employee arrangements, PLB said they have adopted a "structured and considered approach" in managing the transition, including notice arrangements and support measures for affected team members.

"Our priority remains to manage this transition responsibly while ensuring continuity for our clients and stakeholders," they said.

PLB also further clarified that real estate salespersons under PLB Realty operate as independent associates under the Council for Estate Agencies licensing and are not salaried employees of the company at PropertyLimBrothersMedia.

"Our core real estate operations continue as usual, with no disruption to ongoing client engagements," they said.

Union offering support

In response to media queries, a spokesperson from Singapore Union of Broadcasting Employees (SUBE) said they will be extending support to workers affected by PLB's restructuring exercise.

As PLB is a non-unionised company, SUBE was not engaged prior to or during the reported exercise.

Nonetheless, there are workers who are members of SUBE, the union said, adding that they will extend support and assistance to members should they be affected.

They added:

"SUBE is actively reaching out to affected members and remains committed to supporting them during this challenging period. Leveraging the Labour Movement’s network, SUBE will provide assistance and resources to help workers transition into new job opportunities.

Through NTUC’s e2i (Employment and Employability Institute), workers can access job placement services, career advisory support, and skills upgrading programmes to enhance their employability.

Eligible Singaporeans and Permanent Residents can also receive additional support under the SkillsFuture Jobseeker Support (JS) scheme by participating in e2i’s job search activities."

Upholding fair retrenchment standards

Based on news reports, the retrenchment package is reported to be “a week’s salary for each year they had worked”, SUBE noted.

"If accurate, this falls short of the prevailing norms outlined in the Tripartite Advisory on Managing Excess Manpower and Responsible Retrenchment, and it is regrettable that the company has taken such an approach," SUBE said.

"NTUC reminds all companies to treat workers with respect and dignity, provide sufficient time and support for them to adjust and prepare for their next steps; and to abide by employment laws and guidelines, including the Tripartite Advisory on Managing Excess Manpower and Responsible Retrenchment. "

Affected members and workers are encouraged to contact SUBE for assistance via [email protected].

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