The site will now be known as STProperty to lend a direct reflection of the property search function, said Johnson Goh, vice president, SPH Online Classifieds.
The site, which was first launched in 2007, will also be tweaked to include new features and functionalities.
The company has launched a marketing campaign, worth more than US$798,000, to promote the site. This includes advertisements in parent company Singapore Press Holdings' newspapers, including The Straits Times and The Business Times.
STProperty will also advertise in online content portals, search engines, and out-of-home digital screens and posters across Singapore.
To drive the campaign it roped in Goodfellas, an independent agency started in 2009 by former Y&R veterans Patrick Low and Benny Quek. This is the first time it had appointed an external agency.
"We invited few agencies to discuss about our plan and Goodfellas, led by Patrick proposed very interesting ideas which we believe it will work for us," said Goh.
Low said the agency's brief was "simply to tell people about the revamped website."
On the mobile front, STProperty has come out with an iPhone and iPad app that comes with a geo-locator feature.
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