Real estate agent’s cheeky social media stunt raises consumer concerns

A Melbourne real estate agent is facing backlash after a cheeky social media stunt designed to drum up business has raised concerns with consumer advocates.

The agent launched a public manhunt for “Jessica Thompson”, accusing her of stealing from an open home inspection.

WATCH THE VIDEO ABOVE: Real estate agent’s fake theft prank goes viral

“Jessica Thompson, you stole from our open home. You’ve left us with no other option,” the post claimed.

The woman was accused of raiding the living room, bathroom and even the nursery during the inspection.

But Jessica Thompson is such an elusive criminal, she doesn’t even exist.

The entire saga was a marketing ploy, and it worked. The post racked up more than half a million views.

Real estate agent Brent Day defended the tactic, saying it’s about getting maximum exposure for clients.

“We’ve had over half a million people look at it. That’s what we need for our clients, especially in this economy,” he said.

“When we get a house for sale, we need to market it to its full potential.”

It’s part of a cheeky new marketing trend sweeping social media, with real estate agents and small business owners jumping on board, pretending people have stolen from their premises.

But consumer advocates warn the tactic treads a fine line.

Stephanie Tonkin from the Consumer Action Law Centre said while the conduct may not be strictly illegal, it could attract regulatory attention.

“It really leaves us in a position of what do you trust anymore on the internet? And it feels very scam adjacent,” she said.

Day acknowledged the stunt attracted criticism but remained unapologetic.

“We’ve got a lot of hate on this one. It’s creating a story and, you know, the end of that story is saying, you know, we’re just taking the piss, really,” he said.