Homeowner Story Photography in Singapore

PropertyGuru is a leading property technology company in Southeast Asia, helping millions of people search for, buy and rent homes across Singapore and the region. 

Through its digital platforms, it connects home seekers with property listings, insights and tools that support better home decisions.

PropertyGuru approached Click2View to create a series of homeowner stories that felt personal, relatable and visually grounded in real Singapore homes.

The stories would live on PropertyGuru’s website, with short social previews designed to drive readers to the full articles.

For many Singaporeans, buying a home is a major life decision, shaped by practical needs, family priorities and emotional stakes.

To own a home is a significant milestone in the lives of many Singaporeans, and the process of finding the right place is rife with difficulties; there are so many housing types, locations, budget ranges, facilities and more to consider.

The campaign needed to show the emotional side of homeownership through real people, lived-in spaces and photography that made each home feel personal, not staged.

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We firmly believe that a house is only a home because of the stories it holds within its walls. That belief shaped the way we approached the photography: not as a property shoot, but as visual storytelling.

Each story combined editorial interviewing with photography that captured the homeowner in their own environment.

To keep the stories authentic, interviews were lightly guided and allowed to unfold naturally. 

As the interviews happened, our photographer captured the rooms, routines, textures and personal details that revealed who lived there.

We looked for natural moments, lived-in corners and quiet visual cues that could support the written story without over-directing the subject.

PropertyGuru’s Look Forward to Home series was shortlisted for Marketing Magazine’s MARKies Awards 2020, under the category Most Creative - Customer Engagement.

The campaign was also a hit on PropertyGuru’s website and social media, demonstrating how the audience was intrigued by and connected to these stories. With the consistent publishing of posts regarding the homeowner stories on PropertyGuru’s social media pages, PropertyGuru’s weekly page engagement for Facebook also increased alongside their Instagram follower count.