In the summer of 2011, after decades of virtually uncontested neoliberalization, Israel was swept by unprecedented protests against the rising cost of living, social inequality and, most particularly, escalating housing prices. Within two weeks, a small protest camp established on Rothschild Boulevard in Tel Aviv had grown into a mass movement involving hundreds of thousands of people across the country. Given an ambivalent sense of the significance of urban movements in bringing about social change, the aim of this article is to analyze whether the Israeli social protest was able to push forward a post-neoliberal mode of housing regulation. Building on a framework developed by Brenner, Peck and Theodore to grasp transformations in the landscape of regulatory restructuring, this article argues that the movement has indeed achieved a far-reaching hegemonic shift in public discourse and also become an important driver in promoting regulatory experiments. Despite its achievements, however, the movement was unable to challenge the Israeli ‘rule regime’ of neoliberalization, on account of two structural constraints that were shielded by the most powerful state apparatuses: the commodity character of housing; and a neoliberalized land regime, where state-owned land is treated as a profit machine for public finance.