Detailed Momentum Analysis & Trends

1. The "Peak Launch" Season (May & October)

• The Trend: All three agencies saw significant growth in May and October. These months typically represent the launch of large-scale suburban and city-fringe projects.
• Agency Reaction: PropNex leveraged its massive agent base to capture the largest volume during these peaks, while Huttons showed a sharper growth slope in May, indicating a high-intensity focus on specific project launches.

2. Huttons Asia: The "Momentum Specialist"

• Finding: Despite being the smallest of the three, Huttons consistently outperformed ERA for the #2 spot throughout the year.
• Implication: Their "momentum" is driven by a high-participation strategy. When a launch occurs, a higher percentage of their agents are "active fighters," leading to consistent sales even in non-peak months like September.

3. ERA Realty: The "Steady Contender"

• Finding: ERA’s momentum remained stable but trailed behind Huttons.
• Implication: Their sales curve followed the market trend closely but lacked the explosive "spikes" seen in PropNex or the specialised resilience of Huttons. They remain a steady-volume provider but currently lack the upward momentum needed to reclaim the #2 spot.

Conclusion: How the Market Fought in 2025

The year concluded with PropNex as the volume king, but the real story was Huttons' momentum, which saw them steadily gain market share from ERA. As we move into 2026, the battle will be decided by which agency can best motivate its agents to stay active during the "lull" months (Aug/Dec).

To analyse which agency is most effective at rebounding from a market lull, we must look at month-over-month (MoM) growth rates. I have examined the recovery from the typical "February lull"—a period often quiet due to seasonality—into the active March market of 2025.

The "February Recovery" Battle (MoM Growth %)

The data shows that PropNex and Huttons Asia were neck-and-neck in their recovery, both surging with a fierce 28.57% growth from February to March. This indicates a high level of preparedness and a "ready-to-fight" attitude as soon as the holiday season ended.