Let's stop selling dreams: real estate deserves better than impossible promises.

In a real estate market that has become more complex, demanding, and uncertain, some professionals nevertheless continue to practice what could be called "illusion marketing." A simple strategy: promise the highest price, the shortest timeframes, and the most favorable conditions to secure a listing.

The problem is that reality always catches up with the promise.

Properties listed at prices disconnected from the market remain on the market for months. Sellers see their life plans delayed. Buyers lose confidence in the face of inconsistent valuations. And ultimately, the entire credibility of the profession is eroded.

The subject is taboo, but it must be said: some real estate agents sell more of a dream than expertise.

How many owners have been promised 800.000 euros for their apartment only to discover, a few months later, that the market actually only offered 650.000? In the meantime, the property has lost its appeal, buyers have turned away, and the seller has built their entire life plan on a sum they will never receive.

This trend is not only detrimental to individuals. It weakens the entire sector.

Because when a listing is obtained based on an unrealistic valuation, the scenario is often the same: several weeks without viewings, a series of price reductions, and then a final sale far removed from the initial promise. In the meantime, the owner has lost time, money, and sometimes opportunities.

But the consequences go even further.

In a market already struggling to regain fluidity, every overpriced property contributes to slowing down transactions. Sellers are rejecting offers that are nonetheless in line with the market. Buyers are turning away from unrealistic prices. Delays are lengthening and mistrust is taking hold.

Real estate doesn't need merchants of illusions.

He needs professionals capable of speaking the truth, even when it is difficult to hear.

Telling a seller their property is worth less than they expected isn't pleasant. Explaining that a sale will take several months isn't commercially appealing. Refusing to overprice an apartment to secure a listing can even cost you a client.

But that is precisely what true professionalism is.

At a time when the French are demanding greater transparency in all economic sectors, the real estate industry can no longer operate on promises that cannot be kept. Individuals expect data, analysis, and facts. Not slogans.

Trust is built on truth, not on hope.

I am convinced that the future of real estate belongs to those who embrace this demand for transparency. Those who would rather lose a listing than lie about an appraisal. Those who believe that honest advice is better than an unrealistic promise.

Because a homeowner doesn't wait to be sold a dream.

He is waiting for permission to sell.

And between the two, part of the sector will have to choose.

Opinion piece by Benjamin Leiba, co-founder of Primomanda (LinkedIn).