SeLoger and Marcel Say 'Vous Êtes au Bon Endroit' as the Portal Leans Into AI Search
SeLoger, France's leading property portal, has launched a new brand campaign, 'Vous êtes au bon endroit' ('You're in the right place'), with Publicis agency Marcel — landing just as SeLoger rolls out AI-powered, natural-language property search, in a two-track bid to defend brand relevance and product experience in an AI-disrupted category.
Reassurance as a positioning
SeLoger, one of France's leading real-estate portals, has unveiled a new brand campaign with Publicis agency Marcel under the line 'Vous êtes au bon endroit' — 'You're in the right place'. French trade press picked it as one of the standout creative moments of the week.
The line is doing careful strategic work. Property search is stressful, high-stakes and full of doubt; a brand that promises you are in the right place is selling reassurance, not listings. That is a smart emotional frame for a functional category.
The other half of the story: AI search
The campaign lands alongside a concrete product move. Earlier in September 2026, SeLoger rolled out AI-powered search that lets people look for a home by describing it in natural language rather than filling in filters. The brand promise and the product upgrade are pulling in the same direction.
Marketing Minute's read: this is how incumbents should respond to AI disruption — improve the product with AI and reassert the brand at the same time. One without the other fails; a slick AI feature with no emotional pull is forgettable, and a warm campaign over a clunky product is a broken promise.
Why portals have to move now
AI assistants increasingly threaten to sit between consumers and destination sites, answering queries — including 'find me a two-bed near a good school' — before anyone reaches a portal. SeLoger's answer is to own the natural-language experience itself and wrap it in a brand people trust enough to come to directly.
Reassurance is also a defence against disintermediation: if the portal is where you feel confident, an AI middleman has a harder time replacing it.
What businesses should take from it
Pair brand and product deliberately. When your category faces AI disruption, upgrade the experience and restate why you're the trusted place to have it — in the same window, so the message and the reality reinforce each other.
And find the emotional truth in a functional job. 'You're in the right place' works because it names what an anxious searcher actually wants to hear. Sell the feeling the task is really about, not the feature list.
Quick FAQ
What is SeLoger's 'Vous êtes au bon endroit' campaign?
A new brand campaign from SeLoger, one of France's leading property portals, created with Publicis agency Marcel. The line — 'You're in the right place' — sells reassurance in a stressful, high-stakes category rather than simply promoting listings.
Is SeLoger using AI in property search?
Yes. In September 2026 SeLoger rolled out AI-powered search that lets users describe the home they want in natural language instead of using filters, launching around the same time as the brand campaign.
Why are property portals investing in brand and AI together?
Because AI assistants increasingly answer queries before users reach a portal. Owning a natural-language AI experience and wrapping it in a trusted brand is a defence against being disintermediated.
The right response to AI disruption isn't just a shiny new feature — it's product and brand moving together. SeLoger upgrading to natural-language search while telling anxious buyers 'you're in the right place' is exactly that: fix the experience, then remind people why to trust you with it. One without the other fails. — Daniel Nikolla, Founder of Merx Marketing
When AI threatens to sit between you and your customers, upgrade the product and reassert the brand in the same breath — a feature with no emotional pull, or a promise over a poor product, both fail.
If an AI assistant answered your customers' questions before they reached you, would your brand still be the place they trust to act?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, e-marketing.fr, Publicis France, MySweetimmo.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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