Alex Lim Advisory at ERA

At ERA a division is a leader's own team plus the teams of the leaders they have brought up, and divisions sit inside larger groups. Alex Lim co-founded Preeminent Group with Kevin Lim, and ALA is the part of Preeminent that he runs. 99.co described it in April 2026 as "a top-performing division within ERA" and placed Rayne Chua's division inside it.^[2],[5]

The Peak's March 2026 article describes ALA as the vehicle through which Lim trains agents in digital marketing and social-media branding. His own site lists keynote talks and workshops on the same subjects.^[2],[4]

Lim's careers site, read in November 2026, says he leads "a group of more than 4000 real estate salespersons". The Peak's article on him, published on 27 March 2026, attributes "a team of more than 4,000 agents" to Preeminent Group, which he co-founded; only its headline calls him a "4,000-strong division leader".^[2],[4]

Read together, the two figures are one headcount: Preeminent's, which Lim helps lead. PropKaki shows it here as the size Lim's site claims, labelled as the group's count, and does not add it to Preeminent's. One division inside ALA has a published size: Rayne Chua's, over 100 agents in April 2026.^[2],[5]

Sizes are the group's own claims. CEA's register records the agency an agent is licensed with, not the group, and divisions inside a group are counted again in its total.

Lim's site says he joined the industry in 2006 at 22, straight after National Service. The Peak reported that he saw clients moving their property searches online around that time and built his practice on Google, YouTube and Facebook, and that he has helped transact over S$1 billion in property sales.^[2],[4]

Kevin Lim names Alex Lim as one of the three co-founders of Preeminent Group. 99.co listed him in June 2020 as an Advisory Group Division Director; by February 2026 EdgeProp named him as one of ERA's executive directors of agency.^[1],[3],[6]

Lim's title, Executive Director of Agency, is one of ERA's agency-leader titles, above the Group Division Director ranks. He appears among ERA's leadership in EdgeProp's February 2026 report, alongside Chief Agency Officer Kevin Lim and CEO Marcus Chu.^[2],[3]

Under him, Rayne Chua worked directly with Lim after joining ERA in 2026, 99.co reported, and leads her own division of over 100 agents with nine leaders. ERA's portal lists her as an Advisory Group Division Director.^[5],[7]

• Alex Lim^[2],[3]Founder

  Executive Director of Agency, ERA, in 2026 · what this title means

  Co-founder of Preeminent Group; in real estate since 2006.

  CEA profile R027391D · 20 deals on CEA's record. A leader's own count can be low, because the title reflects building a team.

• Rayne Chua^[3],[7]Leads Rayne Chua Advisory

  Advisory Group Division Director, in 2026 · what this title means

  At PropNex 2017 to Jun 2025, KW Singapore Jun 2025 to Feb 2026, then ERA.

  CEA profile R058058B · 202 deals on CEA's record. A leader's own count can be low, because the title reflects building a team.

99.co's April 2026 profile calls Chua's group "Rayne Chua Advisory", part of Alex Lim Advisory, inside Preeminent. Because each level counts everyone below it, her agents sit inside ALA's figure, and ALA's inside Preeminent's.^[5]

No other ALA division has been named with a size in a source PropKaki could read. PropKaki lists a division here when a source places it in ALA, and gives it a page once it has claimed 100 or more agents.

ALA's history is Preeminent's: Kevin Lim began the group in 2008, Alex Lim was one of its three co-founders, and by 2020 he held the title Advisory Group Division Director. ALA appears under its own name on Lim's site and in 2026 articles.^[1],[2],[6]

Its recent milestones are ERA's 2025 awards, which Lim's site lists, and Rayne Chua's arrival from KW Singapore in February 2026, after which her division of over 100 agents sat inside ALA.^[2],[3],[5]

1. 2006

   Alex Lim enters real estate at 22, straight after National Service, his site says.^[2]

2. 2008

   Preeminent Group begins; Kevin Lim names Alex Lim one of its three co-founders.^[1]

3. 2025

   ERA names Alex Lim Advisory its top division for the year, Lim's site says.^[2]

4. Undated (© 2026, read Nov 2026)

   Lim's site says he leads more than 4,000 salespersons. The Peak gave the same 4,000 to Preeminent Group as a whole in March 2026, so it is Preeminent's count, not a separate one.^[2],[4]

5. Feb 2026

   Rayne Chua moves to ERA from KW Singapore, EdgeProp reported; by April 99.co placed her division of over 100 agents inside Alex Lim Advisory.^[3],[5]

Lim's site lists, under "Our 2025 ERA Awards", the annual Top 1 Division, the League of Excellence, the top Asia Pacific member broker award for Singapore, Top 2 Executive Director of Agency and Top 2 Divisions in Project Sales. 99.co wrote in April 2026 that Lim had recently won Top Division of the Year.^[2],[5]

These are awards ERA gives its own agents, not independent rankings. To compare individual agents, use their CEA-recorded deals, linked from each leader above.

Chua had led a group of over 80 agents at KW Singapore by October 2025, EdgeProp reported; she did not say how many would follow her to ERA. By April 2026 99.co reported her division at over 100 agents, with nine leaders, inside ALA.^[3],[5]

If a leader or division is reported leaving ALA, it will be added here, dated and sourced.

• Feb 2026: Rayne Chua moves to ERA from KW Singapore, EdgeProp reported; by April 99.co placed her division of over 100 agents inside Alex Lim Advisory.^[3],[5]

There is no separate application to ALA. A new agent registers with ERA Realty Network through a leader in ALA, which places them in Preeminent Group too. Lim's careers site sets out the division's values and training, and invites agents to contact him.^[2]

The training centres on online marketing: The Peak reported that Lim teaches agents to use digital platforms and personal branding, and Rayne Chua told 99.co she runs a two-day "Project Specialist" course within her own division.^[4],[5]

Alex Lim Advisory recruits through its own careers site, which sets out its values and its training in online marketing; Rayne Chua's division inside it runs a two-day Project Specialist course.^[2],[5]

Before you join any group, read what to ask when joining a property agency, and check the leader's own record on their CEA profile.

Large agencies' divisions often publish a group-wide figure rather than their own. PropNex said in April 2026 that Marcus Luah's advisory group, inside PNG, had over 200 team leaders and over 5,000 salespersons. ALA has given no figure separate from Preeminent's.^[2],[8]

The figures are each group's own count, so this is a list of similar divisions, not a ranking. CEA's records compare agents and agencies, not groups.

1. [1]Redbrick, Redbrick Conversation with Kevin Lim, Chief Agency Director, ERA, 11 Feb 2022. Checked 6 November 2026.
2. [2]eracareer.sg, About Alex Lim, Undated (© 2026, read Nov 2026). Checked 6 November 2026.
3. [3]EdgeProp, Rayne Chua to join ERA from Keller Williams Singapore, 4 Feb 2026. Checked 6 November 2026.
4. [4]The Peak Singapore, From early internet adopter to 4,000-strong division leader: For this ERA realtor, staying ahead has never been optional, 27 Mar 2026. Checked 6 November 2026.
5. [5]99.co, Rayne Chua on driving million-dollar sales while expanding a high-performance team, Apr 2026. Checked 6 November 2026.
6. [6]99.co, Preeminent Group's future-ready mindset is their secret to staying at the forefront of changes, 22 Jun 2020. Checked 6 November 2026.
7. [7]ERA Singapore agent portal, Rayne Chua, Advisory Group Division Director, Undated (read Nov 2026). Checked 6 November 2026.
8. [8]PropNex, PropNex Appoints Marcus Luah as Chief Growth Officer to Drive Next Phase of Expansion, 17 Apr 2026. Checked 6 November 2026.