The FPI is launching a major national information campaign on the status of private landlords

In 2025, the disappearance of the Pinel scheme accentuated the decline in rental investment, worsening the housing shortage in many areas.

In this context, the status of private landlord will have the effect of reviving rental investment and sustainably supporting the production of collective housing.

A framework designed to support long-term rental investment

Established by the Finance Act for 2026, the private landlord status allows investment in an apartment intended for rental as a main residence while benefiting from an incentive and stable tax framework.

The scheme is based on a depreciation mechanism, which allows for a reduction in taxes on rental income, in exchange for a commitment to rent the property unfurnished as a primary residence for at least nine years, in compliance with rent and income ceilings.

Applicable throughout the country, without zoning restrictions, it is aimed at individuals wishing to invest gradually. It allows them to build up real estate assets over time, particularly through the use of loans, and to prepare for supplementary income.

By promoting the availability of rental housing on the market, it also helps to meet the growing needs in the territories.

A campaign that changes the way people view rental investment

With this campaign, the FPI is choosing a direct and educational approach, breaking with the traditional codes of heritage communication, often perceived as technical or reserved for informed audiences.

Designed by the Steve agency, it revolves around a tagline — "Becoming a private landlord, don't miss out" — and simple slogans, rooted in everyday life:

• "Turning your taxes into a new apartment"
• "You don't need to be rich to invest in real estate."
• "An investment that benefits you as much as it benefits others."

The approach is to talk about investment differently: in a concrete, accessible, and useful way. By focusing on familiar situations—taxation, building wealth, retirement planning—the campaign makes rental investment more tangible.

It is aimed primarily at the middle classes, who are often lagging behind on these issues, by showing that a real estate project can be built over time, particularly through borrowing.

Beyond the individual benefit, the campaign also highlights the collective dimension of this investment: each home financed contributes directly to meeting the needs in the territories.

For Pascal Boulanger, President of the FPI: “With this new status, we are changing our approach: it is no longer a one-off measure, but a sustainable framework for investing in collective housing. This campaign reflects this ambition: to make rental investment more transparent, more concrete, and to show that it can be both useful for each individual and beneficial for all.”

A nationwide deployment

The campaign will run from April 2nd for one month, nationally and regionally, in the press, on the radio and on digital media.

It aims to revive private rental investment by providing clear guidelines and repositioning this investment as a concrete lever for building wealth and producing housing.