The Federation of Real Estate Developers is launching a national campaign to promote the new status of private landlord and boost investment.
Faced with a shortage of rental housing worsened by the end of the Pinel system in 2025, the Federation of Real Estate Developers (FPI) is launching a vast national communication campaign. Launched this Thursday, April 2, 2026, this initiative aims to raise awareness of the new status of private landlord, also called the Jeanbrun system, which came into force on February 21. The objective is clear: to reactivate investment by individuals to sustainably support the production of collective housing throughout the territory.
A fiscal framework designed for the long term
Established by the finance law for 2026, the status of private lessor was designed as a lasting solution to encourage rental investment. It offers an incentive and stabilized tax framework, based on a depreciation mechanism. Concretely, the investor can deduct part of the price of the property from his rental income, thus reducing his tax liability.
In return, he undertakes to rent his bare apartment as his main residence for a minimum period of nine years. This rental must respect rent and resource ceilings for the tenant, thus guaranteeing access to affordable housing. The system is applicable throughout the territory, without zoning conditions, which makes it accessible to a greater number of investors. It allows you to gradually build up real estate assets, particularly through borrowing, and to prepare additional income for retirement, while meeting a major societal need.
A campaign to demystify investment
Entrusted to the Steve agency, the FPI campaign breaks with the traditional codes of heritage communication, often considered too technical. With the signature “Become a private landlord, don’t deprive yourself of it”, it adopts a direct and educational tone. The messages are anchored in the daily lives of the French, with simple hooks like “Transform your taxes into a new apartment” or “No need to be rich to invest in real estate”.
The strategy consists of making rental investment tangible and accessible, particularly for the middle classes who often feel excluded from this type of project. By linking the system to familiar concerns such as taxation, building assets or preparing for retirement, the FPI hopes to show that a real estate project can be built in the long term.
A useful investment for oneself and beneficial for all
Beyond the individual advantage, the campaign highlights the collective and civic dimension of the approach. Each accommodation financed by an individual contributes directly to increasing the rental supply in areas under pressure and to housing households. It is this double benefit that the FPI wishes to highlight.
« With this new status, we are changing our logic: it is no longer a one-off system, but a sustainable framework for investing in collective housing. This campaign reflects this ambition: to make rental investment more understandable, more concrete, and to show that it can be both useful for everyone and beneficial for all. » underlines Pascal Boulanger, president of the FPI.
Deployed for a month on a national and regional scale, the campaign will be visible in the press, on the radio and on digital media. Its aim is to provide clear benchmarks to potential investors and to reposition rental investment as an essential lever both for building personal assets and for the production of housing in France.
