One in five recent homebuyers say they encountered property listings where photographs had been digitally enhanced to make a home look better than it really was, new research reveals.
House Buyer Bureau found that while manipulated images can persuade buyers to book viewings, the tactic frequently backfires once they see the property in person.
More than half (53%) of buyers who encounter misleading images say the pictures persuade them to arrange a viewing they might otherwise have skipped.
But 54% immediately rule out the property after discovering it does not match its online presentation, while others reduce the amount they are prepared to offer.
ROOMS MADE TO LOOK BIGGER
The research, based on a survey of 906 people who bought a UK home within the past year, found making rooms appear larger is the most commonly encountered form of digital enhancement, reported by 25% of those affected.
Another 21% encounter properties made to look brighter, while 16% say the general condition of the home is digitally improved.
Buyers also reported gardens being enhanced, furniture digitally added and views altered.
In some cases, respondents said neighbouring buildings or defects including damp and cracks had been removed from listing photographs.
BUYERS CUT OFFERS
The consequences can extend beyond buyers simply walking away. Only 34% of those who feel they have been ‘catfished’ ultimately make an offer, while 38% deliberately reduce how much they are prepared to pay because of the misleading presentation.
That includes 19% who make a significantly lower offer and another 19% who reduce their offer slightly.
Despite this, 82% do not formally complain. Some 15% raise the issue with the estate agent and just 2% complain directly to the seller.
‘CLEAR LINE’ BETWEEN MARKETING AND MANIPULATION
Chris Hodgkinson (main picture, inset), Managing Director of House Buyer Bureau, says: “Most buyers understand that estate agents will use professional photography, good lighting and careful staging to present a property in its best possible light. That’s all part of good marketing. But there’s a clear line between showcasing a home and digitally altering it to create an unrealistic impression.
“Our findings suggest that homebuyer catfishing may generate more viewings, but it also risks damaging trust at the very start of the buying process. Once a buyer feels they’ve been misled, it’s incredibly difficult to rebuild that confidence.
“For many buyers, viewing a property is a significant investment of both time and emotion. If they arrive to find rooms are smaller than expected, the condition isn’t as advertised or key features have been digitally enhanced, disappointment quickly turns into distrust.”
AI EDITING WARNING
House Buyer Bureau says the increasing availability of AI image-editing technology means buyers should pay close attention to listing photographs.
Potential warning signs include distorted doors and windows, inconsistent perspectives, warped fixtures and furniture, unnatural reflections and unusually perfect gardens or skies.
Virtual staging can also be legitimate when clearly disclosed, but buyers should watch for furniture with inconsistent proportions, shadows or positioning.
Hodgkinson adds: “Ironically, sellers who over-edit their marketing could end up achieving the exact opposite of what they intended.
“Rather than encouraging stronger offers, they risk buyers walking away altogether or reducing what they’re prepared to pay. When it comes to selling a home, authenticity is almost always the better strategy.”
