Platinum Category

C&H Properties Pte Ltd

  • Mr Albert Lu  ·

‘You Can Rely On us’

This is the assurance given by Mr Albert Lu, 62, its soft-spoken but steely determined visionary founder, CEO and KEO extraordinary of C&H Properties located in Toa Payoh. With its strong tradition of service excellence in the local property market and guided by its four pillars of Honesty, Reliability, Uprightness and Respect for the law, the company’s sales force now already numbers over 500 – from zero when formed in 1991. And all set to grow further with Albert’s C&H Group incorporated six years later, achieving over $19.8 billion in sales with 75,000 sales/rental transactions.

“Our name is a brand built on honesty and service excellence, nurtured by a reliable family of property professionals you can rely on,” said Albert who holds a BSc from New Zealand and two Marketing Diplomas, one from Ngee Ann Poly, and the other from UK. While working together as a family at C&H Group and undergoing regular in-house training, staff deliver the best property solutions for clients’ needs, banking on their vast network and experiences. “While looking forward to further growth in the industry with a humble yet effective promise to all its current and future clients – You Can Rely On Us!”

Our Strengths

“C&H Properties’ chief strength is in its support services,” said Albert whose company built on family values has grown into a leading player in real estate. “With my open-door policy, I encourage all agents to tap into my two decades of experience.” His support staff has helped, among others, a lady agent to close a sale rapidly after obtaining for a client the necessary info within 30 minutes - and subsequently viewing these properties.

Improving on the support system and training reduces constant staff poaching by rival companies. “Our biggest on-going problem, which we minimize by recruiting more agents and training them to be top performers.” From his previous jobs, Albert learnt the importance of training, support services and skills in leadership, discipline, management, selling and inter-personal from his previous jobs. Not to forget NS, where holding the rank of Lieutenant while a Platoon Commander, he said, “I had to lead by example.”

My Biggest Achievement

“My biggest achievement was when I entrepreneured C&H Realty Pte Ltd in 1991, with only one admin staff.” Six years later, at 47, he finally achieved his life goal of becoming a millionaire while spawning C&H Properties, creating a ‘Family of Trustworthy Property Professionals.” Entrepreneurship has certainly paid off for Albert who now owns a 3,900 sq ft semi-detached house in District 26; a 1,100 sq ft office unit in People’s Park Centre; two office units amounting to 2,050 sq ft in Chinatown Point; and a 900 sq ft condo in San Diego, USA. All are fully paid. “My latest purchase is a freehold 900 sq ft apartment under construction in District 12. I also invest in shares in the Singapore & New York Stock Exchanges and in Unit Trusts,” said Albert, now driving an Audi A5 coupe.


These include the IBM ‘Hundred Percent Club’ for three consecutive years from 1977 while in his first job as an IBM Executive. In his second job in AMF, for contributing to International Trade Operations, he obtained the Outstanding Male Rookie of the Year Award. And also jointly the AMF Achievement Award for his outstanding sales achievements. In his fourth job, as a Regional Sales Manager with Black & Decker, Albert was awarded the Manager Performance Award for his contributions in 1987.


“Short-term, I plan to launch a re-branding marketing campaign. And long-term, to groom a management team to grow the company long after I retire,” said Albert. “I also need to build a small professional team to do project sales,” added the enterprising entrepreneur, leading the way in promoting his ideals to the younger employees in the C&H Group for providing service excellence to each and every client.

“Be focused, hardworking, disciplined and goal-oriented. GO All Out, while making the necessary changes along the way.”