Consumer Groups Push MahaRERA to Regulate Real Estate Influencers in Pune
Consumer groups in Pune are urging the Maharashtra Real Estate Regulatory Authority (MahaRERA) to establish regulatory control over real estate influencers, who often promote housing projects without verifying their registration numbers on the MahaRERA portal.
Real EstateMahareraInfluencersHousing ProjectsConsumer RightsReal Estate NewsOct 15, 2025
I saw a project walkthrough on social media by an influencer. It looked perfect. But when I checked the MahaRERA portal, there was no registration number. That was a red flag, Neha Patil, a homebuyer from Navi Mumbai, said. She added that many homebuyers are not aware that they need to check these details. Consumer groups and activists said ignoring influencers was no longer an option. Real estate influencers have become a part of the buyer's decision-making journey, said Ramesh Prabhu, chairman of the Maharashtra Societies Welfare Association.
MahaRERA must build a structured framework to keep a check on them as well. A dedicated team should check social media platforms, too, he told TOI. Consumer activist Shrikant Joshi said that MahaRERA has made a provision for registration of real estate agents, the purpose being to curb unfair trade practices. Therefore, they are bound to keep a check on real estate influencers, too, he said.
MahaRERA officials acknowledged the concern. Regulating social media influencers is difficult, but essential, a senior official said. The challenge is to define who qualifies as an influencer and how to hold them accountable. Currently, our focus remains on developers and registered agents. MahaRERA regulations already mandate developers to submit quarterly updates, requiring real estate agents to pass a competency exam and report transaction details twice a year. However, influencers — who can shape buyers' decisions — operate outside this framework.
It may be difficult, but we agree it is essential, said a senior official. The call for stricter norms follows action by the Securities and Exchange Board of India (SEBI), which in 2023 issued guidelines to rein in financial influencers or ‘finfluencers'. SEBI barred registered entities from associating with unregulated finfluencers and created a closed payment system to protect investors. Now, consumer rights groups want a similar model in real estate.
If SEBI can regulate financial advice online, why can't MahaRERA apply the same logic to real estate? asked Maithali Deshmukh, a member of a housing federation. For most people, buying a house is the biggest investment in their lives. Misinformation can have serious consequences. Meanwhile, MahaRERA has been cracking down on developers flouting disclosure norms. Many projects have been suspended for not displaying RERA numbers and QR codes in advertisements, and MahaRERA has levied penalties on such delays.
While developers face increasing scrutiny, influencers promoting unregistered projects remain largely unregulated. Our goal is to strengthen the system so that homebuyers always have access to reliable and complete information, a MahaRERA official said. But since influencers are not currently part of the RERA framework, regulating them would require broader policy changes — possibly at the central level.
Frequently Asked Questions
Why are consumer groups pushing for the regulation of real estate influencers?
Consumer groups are pushing for the regulation of real estate influencers because these influencers often promote housing projects without verifying their registration numbers, which can mislead prospective homebuyers.
What is the current focus of MahaRERA's regulatory efforts?
Currently, MahaRERA's regulatory efforts are focused on developers and registered agents, ensuring they comply with disclosure norms and other regulations.
What are the challenges in regulating real estate influencers?
The challenges in regulating real estate influencers include defining who qualifies as an influencer and how to hold them accountable, as they operate outside the current regulatory framework.
What action has SEBI taken regarding financial influencers?
SEBI has issued guidelines to rein in financial influencers or ‘finfluencers', barring registered entities from associating with unregulated finfluencers and creating a closed payment system to protect investors.
What is the potential impact of misinformation from real estate influencers?
Misinformation from real estate influencers can have serious consequences, as buying a house is often the biggest investment in a person's life, and inaccurate information can lead to financial losses and legal issues.
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