When influencers enter the world of real estate: A guide to filtering noise on social networks

Summer. Beyond the heavy heat, August brought a long series of new sales promotions. Contractors are not giving up and continue to try everything to avoid lowering the list price of apartments: sales clubs, tender carnivals, and recently, social media influencers and a variety of videos that "attack" the audience have joined the fray.

Promotions are not new, and we will continue to see them as long as sales volume remains low. However, regarding influencers and social networks, there is a sharp jump in content volume. In a world where consumer goods have long been marketed via Instagram and TikTok feeds, it was only a matter of time until real estate entered the picture. Believe me, what we see today is only the tip of the iceberg.

Have you seen a tempting video about the "deal of the century" or a promotion that "will not return"? Before getting sucked into the promises, here are some basic rules to memorize:

• The marketing trick: On social networks, every deal is suddenly "secret," with the "best price," and always—but always—"just for you" and "for a limited time." This is the oldest trick in the book, now with new scenery in the feed.

• Who is the seller and what are they really selling: This sounds obvious, but it is often the last thing one can understand from a video. Who is the real developer or contractor behind the scenes? (Hint: it is definitely not the one speaking to you passionately from the screen).

• Pay attention to the fine print: Is it a price "starting from," or only for two apartments, or a right to an apartment, or land? You get the idea.

This is only the beginning. On social media, they talk a lot about the "hook"—the opening sentence intended to trap you. But real estate advertising is only the opening shot; a home is a deal worth millions, not a kitchen mixer or a photo album bought in a moment of weakness.

If something interests you, great—take it as a starting point. From there, continue to the hard work. Check for yourself, always. "This is a crazy deal, trust me, I checked everything" is a nice sentence, but do not trust anyone—certainly not someone shouting at you from an invested video on TikTok. Check everything yourself: the financial level, the location, and the stability and reliability of the contractor and developer. No one will do this legwork for you.

And most importantly—no pressure. The situation in the industry today is clear: sellers are dying to sell. There is nothing wrong with advertising on social networks, and perhaps you will find a good deal at the end of the road. But do it without pressure, with an open mind, and while truly verifying what suits you.

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This column was published on Friday in the Yedioth Ahronoth supplement, in the section "Real Estate Between the Lines." Click here to read more columns >>