The popularity and usage of social media in sourcing and buying second-hand apartments are on the rise in Japan. Recent trends indicate a surge in these online real estate acquisitions, leading many to question the influencing factors and consequences of this shift. Encouraging market prices, convenience, and efficient access to a variety of options are potential drivers behind this emerging trend.

In Japan, second-hand apartments are often seen as an affordable alternative to new properties. The use of social media in the purchasing process has added a layer of accessibility and flexibility to the market, offering potential buyers an easier way to view and compare properties. This has resonated with a demographic that prefers digital transactions over traditional real estate shopping. This trend also plays into a social push for a more sustainable and affordable living.

Similarly to Japan, the US and EU also experience growth in online property buying, exploiting the convenience of digital transactions over traditional in-person real-time bargaining. The use of online platforms and social media for real estate transactions has revolutionized property dealings, particularly during the pandemic, when physical viewing became restrictive.