NAR-India, the apex body of licensed real estate brokers in the country, has issued a formal directive to its members to halt all business engagement with MagicBricks Realty Services, one of India’s leading real estate platforms. The move follows the release of recent promotional videos by MagicBricks, which NAR-India says “disrespect, misrepresent, and marginalize” real estate brokers.
The association has instructed its nationwide network of brokers to cease all listings, advertising, and transactions on MagicBricks until the platform issues both:
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A public apology
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A written commitment to uphold ethical representation of brokers
Sumanth Reddy, Chairman of NAR-India, said the issue transcends a single incident. “This is not just about a single campaign — it’s about years of silent undermining finally being called out,” he stated. “Brokers are not optional participants in Indian real estate. They are the backbone. Platforms must recognise and respect that.”
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Reddy labeled the campaign “commercially exploitative” and described it as a “betrayal of trust”, especially considering the long-standing relationship between MagicBricks and thousands of brokers who help populate its listings and drive its user engagement.
MagicBricks Responds: Blames Interns, Calls Incident ‘Isolated’
In response to NAR-India’s allegations, MagicBricks issued a statement attempting to clarify its position. A company spokesperson said the videos in question were the result of an “isolated incident” involving junior interns, and were removed immediately upon discovery.
“We produce thousands of content on a pan-India level guided by well-defined guidelines. Recently, an isolated incident occurred where a few young interns posted a couple of videos which did not align with these guidelines,” the statement read.
The company emphasized its ongoing commitment to India’s broker community, asserting that it works with over 25,000 brokers annually and aims to empower them with classified tools and SaaS solutions to streamline operations and drive business growth.
“At MagicBricks, we deeply value the contribution of the broker community. We remain committed to working with them to achieve long-term shared goals, and won’t be sidetracked by one-off incidents,” the spokesperson added.
A Fractured Relationship or a Negotiation Tactic? Industry Reacts
While NAR-India’s directive has drawn support from many in the broker community, some industry observers view it as a potential pressure tactic to assert broker influence in an era of growing digital intermediation. With real estate platforms offering direct listings to consumers and developers, many brokers have raised concerns over being gradually sidelined.
However, platforms like MagicBricks have often highlighted their symbiotic relationship with brokers, who not only provide property inventory but also help close transactions and navigate regulatory frameworks.
The standoff has raised important questions about:
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The representation of brokers in media and digital marketing
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The balance of power between tech platforms and traditional real estate professionals
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The need for collaborative communication in India’s evolving property market
As of now, NAR-India maintains its stance, and unless MagicBricks issues the demanded apology and commitment, a full boycott by tens of thousands of brokers appears imminent.