Our Team

From 2010 to 2015, Elfi & Heikal were separately transacting investment properties in Districts 1 & 2 (Marina Bay & Tanjong Pagar), frequently dealing with investors and expat rentals before mastering the HDB Public Housing niche.

Today Elfi & Heikal have helped almost 1000 families and individuals make the best property investment and upgrading decisions in their lives.

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Elfi Abdullah

Founder of HDBHero.com (2015)

ERA Senior Marketing Director
Licensed Full Time Real Estate Agent since 2011

Having transacted over hundreds of properties over a distinguished career in Real Estate, Elfi’s first love is marketing. He is always pushing himself to be at the forefront of digital and social media marketing.

CEA Registration: R040487C

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Heikal Shafrudin

PropNex Top Transactors (2009-2018)

ERA Realty Top 100 Achievers (2018)
ERA Realty Network Top 50 Achievers (2019)

Heikal joined real estate when he was 20 years old and fresh out of National Service. Deeply passionate to share and educate the public regarding housing matters and giving the best recommendations possible.

CEA Registration: R016820G

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We’ve managed to position ourselves as one of the leading housing agents in the HDB and Private Market in 2018 and 2019.

With over 500 viewings clocked and over 200 sales presentations in 2018, it’s no secret that we run this business with a well-oiled back end team to support the hectic administrative process.

With 3 full-time staff and partnerships with other industry service providers, we are confident our clients needs will be well served by our team.


Norida Kamaroden
Client Care Manager


Lyu Chao
Valuation & Digital Programmer


The Visual Surplus
Video Magicians