#Japan #Tokyo #SocialMedia #IeloveGROUP #RoomHunting

Introduction

The landscape of room hunting is shifting dramatically, influenced by technological advancements and changes in user preferences. A recent survey conducted by ielove GROUP, a company specializing in digital transformation for the real estate industry, sheds light on how users are leveraging social media and AI in their search for homes. With 801 valid responses, the survey offers crucial insights into the evolving methods of information gathering in real estate.

Background

As technology progresses, the methods of gathering information for room hunting and the strategies employed by real estate companies are also evolving. The rise of smartphones, the proliferation of video content, and the emergence of generative AI are factors contributing to this diverse environment in home searching now more than ever.

Survey Insights

User Engagement with Social Media

When asked about their use of social media platforms like Instagram, TikTok, and YouTube for room hunting, approximately 30% of end users indicated they are utilizing these platforms. Specifically, 12.3% reported actively using social media, while 22.7% said they use it occasionally. However, a significant 44.7% stated they do not use social media in their home search at all.

Among those who do engage with social media, responses reveal a strong interest in viewing content such as home tour videos and property showcases.

However, when surveyed, real estate companies reported that only about 30% actively utilize social media for attracting clients, a stark contrast to the growing presence of social media in everyday life. Instagram was the most commonly used platform among these companies at 76.7%, followed by Facebook at 46.7% and LINE at 43.3%.

AI Utilization in Real Estate

The survey also explored the use of AI tools (like ChatGPT and Gemini) among end users when searching for property information. Only 7.9% actively used AI, while 17% said they use it sometimes. A notable 58.7% do not utilize AI at all.

For those who do use AI, the most common inquiry is concerning rental prices, with 67% of responses focused on this area. There is also notable interest in identifying livable neighborhoods and recommended areas.

Real estate companies reported a markedly higher adoption of AI in their operations, with 63.1% stating they use AI in their business practices. This marks a significant increase from previous surveys, affirming that AI is becoming increasingly integrated into the industry.

Preferences for Information Sources

The survey demonstrated that, for future information gathering in room hunting, real estate portals emerged as the most preferred source, with 60.5% of users prioritizing them. This was followed by real estate company websites at 43.5% and in-person consultations at company offices at 40.2%. Conversely, while real estate companies anticipate a greater reliance on AI and social media, end users still seem inclined toward more traditional methods.

Conclusion

Kenichi Niwayama, Executive Director at ielove GROUP, noted that the findings from this survey reflect a diversifying information-gathering landscape, with real estate portals continuing to play a pivotal role. He emphasized the growing interest in new methods like social media and AI, indicating a transformative shift in how homes are found. Moving forward, it will be crucial for real estate companies to effectively harness these tools to enhance their service offerings and improve customer engagement.

About the Survey

Conducted between March 13 and March 23, 2026, the survey targeted an audience that included readers of ielove Group’s column and employees from real estate companies utilizing ielove CLOUD. This comprehensive analysis involved 706 end-user responses and 95 from the real estate sector, highlighting diverse perspectives and expectations regarding the future of room hunting.