© Pexels/Yan Krukau
While the real estate market is far from being in good shape, some consumers still have to dream. Worse than that: there is a real addiction to real estate ads. People affected by “real estate porn” cannot help but compulsively consult real estate advertisements, submit applications and organize visits to properties that have caught their eye.
The problem is, they have no intention of buying. They usually view exceptional properties, well beyond their budget or in a location that has nothing to do with what they are looking for. Worse ? They visit properties that are as beautiful as they are different from each other. Others get caught up in the game even though they have just moved elsewhere and, therefore, have no plans to buy again. And yet…
This new kind of addiction is increasingly being singled out. Touched by this dependence, Romain confides that “the fact of fantasizing about unattainable things and no longer knowing what [he wants] really causes [him] a mixture of shame and sadness” to our colleagues from Figaro
A scourge for real estate professionals
“Real estate porn” is becoming a real headache for real estate agents. Indeed, these people supposedly interested in their property will not make any offers and are wasting their precious time. But it’s easy to be seduced by an attractive ad. Very quickly, a consumer can find himself projecting himself into the property, which ultimately represents a life that he could perhaps have had… Others visit homes with their new conquest, just to show off the view.
In any case, this can be difficult to manage for real estate agents, who must gauge the potential buyer in front of them. Social networks and television programs reinforce “real estate porn”. On the one hand, agencies have understood the importance of social networks in the purchasing process of new generations and pay particular attention to the photos published. Everything is in place to make prospects dream.
On the other hand, we note a multiplicity of real estate programs, on television or on streaming platforms. Since 2020, spectators can follow the adventures of the Kretzes, a family of luxury real estate agents, in L’Agence. On the program ? Visits to sumptuous properties. Broadcast on TMC, the show was picked up by Netflix which, once again, saw the right thing.
- Some consumers are addicted to real estate ads
- They even go so far as to visit properties that they do not intend to buy
- It's a real headache for real estate agents
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