Changing the Narrative: Real Estate in Uganda Deserves Better

 

 

 As real estate professionals, are we unknowingly holding ourselves back?

Take a moment and think about how real estate in Uganda is often described. Everywhere you turn, the same statement appears:

"Uganda’s real estate industry has been growing rapidly, but... unlicensed agents, fraud, lack of regulation, misinformation."

These phrases are repeated so frequently that they have become the dominant narrative—regardless of whether they are still entirely true. Information, once stated, tends to be recycled, and unfortunately, outdated stereotypes about our industry continue to shape public perception.

I’m not denying that challenges exist. However, if you were to ask ChatGPT or any other AI tool about Uganda’s real estate sector right now, the response would likely echo these same negative stereotypes.

The problem? Is this narrative limits the conversation and diminishes trust in our industry, reinforcing the idea that we are disorganized, untrustworthy, and lacking the initiative to create meaningful change?

But here’s a truth I would like us with the power to change this narrative to adopt: There are professionals working hard to improve industry standards, establish credibility, and introduce innovative solutions. Regulatory frameworks are taking shape, transparency is improving, and technology is being leveraged to enhance market efficiency. Yet, these aspects rarely take center stage in discussions about the industry.

So, how do we shift the narrative?

1. Proactively Share Success Stories – We must highlight the positive developments happening within our sector, from ethical business practices to successful real estate investments and technological advancements. Just the way the bad is quickly shared, so also can the good.
2. Promote Professionalism – Encouraging licensing, ethical practices, and continuous learning within the industry which helps build a more credible and respected real estate community.
3. Educate and Inform – Instead of focusing solely on problems, let’s actively engage in conversations about solutions, whether through market reports, blogs, or social media discussions. The more we talk about reforms, sustainable practices, and innovations, the more we reshape public perception.
4. Leverage AI and Digital Platforms – If AI tools like ChatGPT are presenting a skewed view of the market, that’s because the majority of online content reinforces those stereotypes. By publishing accurate, up-to-date, and solution-oriented content, we can gradually influence how these tools understand and present our industry.

The reality is, we have more control over the narrative than we think. If we expand conversations beyond the usual challenges and start discussing solutions, we won’t just change perceptions—we will create a more progressive and trusted real estate industry in Uganda.

So, the next time someone runs a search on Uganda’s real estate market, let’s ensure they find a more balanced, insightful, and forward-thinking perspective. Let’s take the lead in shaping our industry’s future.