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How do policies based on tax incentives reach their audience? Designed to induce a certain economic behavior in return for tax relief, these policies are not so much targeted towards a specific category of beneficiaries as they are to achieving broad household acceptance. To do so, they must be made visible, legible and desirable. They are thus transmitted by a set of intermediary actors, whose emergence they can contribute to, who actively participate in their dissemination while at the same time putting their own stamp on them. Based on an ethnographic survey, we show how private intermediaries become “double agents”, each one relaying public policies: both as promoters of housing policy measures, but also as disseminators of an economic ethos in sync. with the decline of the social state’s insurance role.