Brokers Boycott MagicBricks Over ‘Disrespectful’ Ad Campaign

In a major move, the National Association of Realtors – India (NAR-India) has directed its members to sever all business ties with property portal MagicBricks, accusing the company of releasing publicity videos that “disrespect, misrepresent, and marginalise” real estate brokers.

NAR-India, the apex body of RERA-registered brokers in the country, announced a nationwide boycott, instructing members to stop all listings, advertisements, and transactions on the MagicBricks platform. The association is demanding a public apology and a written assurance from MagicBricks to prevent similar incidents in the future.

“MagicBricks has long benefited from the work of real estate professionals, yet its recent campaigns have crossed a line,” said NAR-India in a statement. “These videos not only undermine brokers but show a disregard for their critical role in the property ecosystem.”

Calling the campaign “commercially exploitative” and a “betrayal of trust,” NAR-India Chairman Sumanth Reddy said the protest was a long-overdue response to years of marginalisation. “This isn’t about a single video. It’s about our dignity and future. Brokers are not optional — they are the backbone of Indian real estate,” Reddy said.

In response, MagicBricks attributed the issue to an internal lapse. A company spokesperson said, “A few interns posted videos that did not align with our content guidelines. The videos were removed as soon as we became aware.”

Despite the backlash, MagicBricks maintained its commitment to working with brokers. ‘We appreciate the community of brokers for contributing to shaping Indian real estate. We remain committed to facilitating more than 25,000 brokers every year with technology platforms and services meant to enhance their business,” added the spokesperson.

The stalemate reflects tensions escalating between digital platforms and local real estate brokers, as the industry struggles to contend with shifts in customer touch and marketing.”.