Like many other sectors affected by the crisis, the real estate market has not been spared. After a first confinement paralyzing the real estate activity and making impossible any transaction, a great part of the French population did not however give up its real estate project. Despite the general economic slowdown, housing remains an essential need and investing in “real estate” remains a reliable investment.
Thanks to its communication and information potential, the Web is now at the centre of this market. The real estate industry is very well suited to digitalization, with many services accessible in just a few clicks: advertisement consultation, initial contact, estimates and online property visits.
As a professional in this sector, it becomes necessary to develop a marketing strategy by taking advantage of what digital tools can offer you. While some figures seem predictable, others are full of surprises! Here is an overview of the real estate market in France in 2021.
What became apparent after the April 2020 deconfliction is that real estate is making a stand! While some potential buyers might have expected a significant drop in house prices, the data clearly indicate that the trend is still upwards:
The LPI-SeLoger barometer gives some additional details on the prices of old houses:
In some medium-sized towns, a significant drop was noted, with Dunkirk in particular showing a drop of almost 5%. As for Tourcoing, it recorded a drop of up to -13.3%. Despite an economic context that seems unfavourable, prices continue to rise overall.
The coronavirus epidemic has not only caused health damage, but also destroyed many jobs and led to the closure of a considerable number of businesses. On the other hand, because of insufficient guarantees, banks are granting fewer real estate loans. Collateral damage that the real estate market could have done without!
The FNAIM indicates a slowdown of the increase in prices during August, with 0,8 % more compared to the previous quarter. Future buyers do not seem to be waiting for a decrease in the value of the properties offered for sale. The offers on the market are still quite few; this encourages them to carry out their real estate project without wasting time and without speculating indefinitely.
Between March and April 2020, France was at an almost total standstill and the real estate sector also suffered from this drop in activity: agencies closed, visits physically impossible, compromises of sale delayed or cancelled… A hard blow difficult to make up for for the sector. According to INSEE, nearly 150,000 transactions were not carried out during this confined period: a clear decrease in activity that could not have been avoided. This represents an annual loss of 15% of sales, which, according to INSEE , will increase to 25% by the end of 2020.
However, the confinement has given rise to a desire for a larger living space with the possibility of having a garden. In a survey conducted by OpinionWay, nearly 60% of French people questioned said they wanted to get closer to nature. A third of those surveyed are even seriously considering the idea of leaving city life to move to the country.
It is also important to note that, in many cases, the acquisition of a property is built over several years. For first-time or second-time buyers, the crisis has only postponed their real estate project by a few months.
Investing in real estate does not only imply finding a home in the medium or long term, but is perceived by many French households (especially young people) as a way out of an uncertain future. This year, 2020, sees this idea reinforced by an economic context further weakened by the COVID crisis. And in this case, housing remains a priority.
As a result, the real estate sector is adapting to this unprecedented situation and surviving with great resilience.
It is obvious: the possibilities offered by the Internet allow the development of many sectors. Taking advantage of digital media that are increasingly present in everyday life, such as computers, smartphones and tablets, access to information and services that have become indispensable today is instantaneous. The real estate industry is also benefiting from this era of digitalization by offering online services to facilitate transactions: advertisements, virtual visits, estimates of apartments or houses. All this is accessible from home or directly on your phone thanks to applications.
According to a survey by Opinion Way :
These figures show that in 2021, real estate players have every interest in implementing a digital strategy in order to be more visible on the web. To do this, real estate agencies must make the most of various means:
Of course, these services are completely complementary to those of a classic agency. Moreover, the synergy of the two approaches is likely to be highly appreciated by potential clients, whether they are sellers of a property or potential buyers.
Are you convinced that the real estate market still has a bright future ahead of it? Do you want to develop the full potential of your real estate business? An effective communication approach will therefore have to fully exploit the resources and means of the web.
Our agency Alioze, specialized in real estate communication and digital marketing, will help you with your digital project. In a highly competitive sector, our team offers you the implementation and monitoring of a strategy aimed at making you more visible on the web.
Read also our article on all the figures and trends of the web 2021