From Reels to Real Trouble: Why Real Estate Influencers Need Regulation
Unregulated real estate influencers are promoting risky, unapproved projects. It’s time for clear rules to protect homebuyers.
Social Media’s New Real Estate Game
Social media has changed how Indians search for homes and investments. From Instagram reels to YouTube shorts, real estate influencers are shaping buyer opinions daily. While this visibility helps developers reach audiences, it also opens the door to misleading promotions and property scams.
Learning from SEBI’s Finfluencer Guidelines
In 2023, the Securities and Exchange Board of India (SEBI) introduced strong measures to regulate finfluencers ,people giving financial advice online without registration. SEBI prohibited registered entities from collaborating with unregulated influencers and created a closed payment system to stop misleading investment content.
This move improved investor confidence and accountability. Now, the real estate sector needs similar action.
Case Study: Mr. Baskar Reddy’s Experience
Mr. Baskar Reddy, a retired government employee, recently began exploring real estate listings online. Soon after visiting property websites, his Instagram feed was filled with videos and reels of “exclusive” plotting projects and luxury builder ventures.
The influencers’ posts looked professional and convincing. But when Mr. Reddy followed up, he discovered that several of these projects were unauthorized and lacked RERA approval. The properties being promoted did not have the required legal clearances revealing a dangerous trend of misleading digital marketing in real estate.
Why This Is a Growing Concern
Platforms like Instagram and YouTube amplify popular content through algorithms. As a result, once someone searches for property, they’re repeatedly shown unverified or illegal projects promoted by paid influencers.
For ordinary people, this creates a false sense of credibility , leading to financial loss and legal trouble.
The Need for Regulation in Real Estate Influencing
If SEBI can protect investors from finfluencers, real estate regulators must act against unregulated property influencers. Here’s what can help:
- Promote only RERA-approved projects.
- Make disclosure of paid partnerships mandatory.
- Hold influencers legally accountable for false or misleading claims.
- Require digital platforms to flag or remove unapproved property ads.
From Influence to Integrity
Buying property isn’t just another purchase , it’s a life decision involving years of savings. Unchecked influencer marketing can put that at risk. It’s time for policy action, transparency, and accountability to become the foundation of digital real estate promotions.
Because for people like Mr. Baskar Reddy, one viral reel shouldn’t cost a lifetime of savings.