New rules end cold calling in real estate

Since August 11, 2026, real estate agencies in France can no longer call individuals by phone unless those individuals have given their prior consent. This change ends a long-standing practice of cold calling, where agents would contact people who had not previously reached out to them.

Law changes telemarketing practices

Law No. 2025-594, effective since August 11, 2026, has reversed the logic of telemarketing in the real estate sector. Previously, agencies could call individuals without prior agreement, but now they must prove that the individual has consented to being contacted.

Regulations set strict limits on calls

Decree No. 2026-662 outlines specific conditions for such calls. These include a maximum of four attempts over thirty days, calls only from Monday to Friday (excluding holidays) between 10 a.m. to 1 p.m. and 2 p.m. to 8 p.m., and an agreement valid for no more than one year. Fines for violations can reach up to 375,000 euros.

Cold calling was a key method for agencies

For many years, real estate agencies relied heavily on cold calling to find sellers. According to an investigation by Yanport in 2025, 86% of agents cited cold calling as their top source of opportunities. This method was central to the daily operations of many small and medium-sized agencies.

New rules shift the role of agencies

Under the new rules, agencies must now be found by potential sellers rather than actively seeking them out. This requires building a reputation, maintaining a website, and using AI assistants to manage interactions. Agencies must also collect consent separately and keep records of it.

AI helps prepare, not replace human judgment

Artificial intelligence can now assist agencies by sorting requests, preparing estimates, and connecting properties with potential buyers. However, AI does not replace the need for human judgment. AI prepares, and the negotiator validates before any call is made.

This shift affects more than just real estate

The change in telemarketing rules applies to all sectors that previously relied on cold calling. However, real estate has the most to lose, as cold calling had become a daily routine. The agencies that succeed will be those that adapt to being called rather than calling others.