They asserted that some of the offers were "misleading".
Realtors demand control of the real estate product promoted through "Social Media"
Selling real estate through social networking sites varies according to the type of property.
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Realtors demanded more control over the real estate product that is promoted through social media accounts and "influencers", noting that some of the real estate offers that are promoted are "misleading".
They confirmed to "Emirates Today" that most of those who promote these products are not specialists, which negatively affects the final consumer or purchaser of the property.
They pointed out the need for "influencers" to have permission for the content of the advertisement, to confirm the correctness of the information from the competent authorities, and to confirm the implementation of the announced offer and its commitment to it.
end consumer
In detail, the Director of Administration and Development at Al-Waleed Real Estate Group, Muhammad Turki, confirmed that “advertising and marketing through social media has become a basic feature and necessity for selling on various platforms such as (Facebook, Instagram and Snapchat), although most of those who promote are not professionals, which It may affect the final consumer or purchaser of the property.”
He stressed the necessity of imposing control on this category, and it is preferable to take a permit for the content of the advertisement, to confirm the validity of the information from the supervisory authorities, and to ensure that the announced offer is implemented and adhered to.
big share
For his part, the managing director of Harbor Real Estate Company, Muhannad Al-Wadiya, said that “selling real estate through social networking sites varies according to the type of property, whether it is a luxury property, medium or limited, or offices, or according to the type of medium, via (Facebook, Instagram, and Snapchat)", pointing out that social networking sites have become the main trend for real estate developers, and capture a large share of the world's attention, and that social networking sites are important platforms for communicating with target customer segments, and delivering messages to them in a smart and innovative way.
Al-Wadiya stressed the importance of having the National Media Council oversight, and there are laws regulating what is published on social media.
He explained that "influencers" do not fully understand the quality of the real estate product they offer to their followers, because most of them aim to promote only.
He pointed out that advertisers and developers should have awareness, and not place the burden on the supervision of official authorities only, and should not deal with companies that are not licensed by the National Media Council or the competent authorities.
direct effect
In turn, the real estate consultant, Muhammad Al-Hafiti, said, "Social networking sites have a direct impact on the purchase of real estate, because of their great role and influence at the present time in reaching a large segment of society, and there must be oversight in this area," explaining That some “influencers” have nothing to do with the field, and if the influencer is talking about the real estate market, and is not restricted to the official authorities, he may give misleading information to some buyers, and have fallacies, which negatively affects the market, and it can give a wrong direction For the buying trend, it hurts the market.
Al-Hafeiti stressed the importance of having supervision in this field, and that whoever talks about the market must be a "real estate influencer" bound by the competent authorities.
Huge development
For his part, the real estate expert, Chairman of the Board of Directors of W Capital Real Estate Brokerage Company, Walid Al Zarooni, said, “The increasing reliance on (social influencers) in real estate promotion comes in response to the tremendous technological development we are experiencing.
Some may notice that there are legislative abuses and advertising exaggerations by some influencers, the most important of which is that the real estate product is announced, without informing the real estate market regulator, which increases harm to all parties, whether the buyer or the developer.
He stressed the importance of legalizing the matter and setting the governing controls, given the sector's importance to the state's economy, pointing to the importance of regulating real estate advertising in terms of the advertising content provided by the "influencer", and the validity of the information circulated, and the "influencer" wishing to advertise in real estate should inquire about The project in terms of its quality and developer reputation.
Significant impact
In the same context, the general manager of the "Royal Liwan" Real Estate Company, Mohamed Hareb, said that "there is a great influence by social networking sites on real estate sales in the UAE, due to the tendency of the developers to deal with (social influencers) to advertise the property, as the Each influencer has a database of followers which can reach millions of followers.
Everyone has easy access to advertisements through platforms such as: (Instagram, WhatsApp, and Snapchat), and others, which made the issue of buying property through social networking sites.”
He added that there is an urgent need for oversight by the responsible authorities, to ensure the validity of what is being published, as there are some unlicensed brokers who offer real estate at fake prices that do not exist by the developer, explaining that there is oversight by issuing the advertising permit number from the competent authorities. However, there are some abuses that are made by unaccredited marketers.
He pointed out that there are questions about the extent to which "social influencers" perceive and understand the nature of the real estate market, as they are paid to advertise real estate through their own platforms, but there is a weakness in monitoring them in terms of the content of the ads that are published through them, pointing out that The number of followers is very large.
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