One in five homebuyers ‘catfished’ by misleading photos
One in five homebuyers ‘catfished’ by misleading property photos
STANDFIRST
Digitally enhanced listings may attract more viewings, but new research suggests buyers often walk away when reality fails to match the images
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One in five recent homebuyers say they viewed a property that looked noticeably different from its online listing after photographs had been digitally enhanced.
Research commissioned by House Buyer Bureau found that manipulated images are becoming an increasingly familiar feature of the property market, with rooms made to appear larger, brighter or in better condition than they really are.
The survey of 906 UK adults who bought a home during the previous 12 months found that altered photographs often persuaded people to arrange a viewing. However, the tactic frequently backfired once they saw the property in person.
Among buyers who encountered what the company describes as “homebuyer catfishing”, 25% said rooms had been made to look larger, making this the most common form of digital enhancement.
A further 21% said properties appeared brighter in listing photographs, while 16% believed their general condition had been improved.
Other buyers reported seeing gardens digitally transformed, furniture added to empty rooms and views altered. In a small number of cases, neighbouring buildings or visible defects such as damp and cracks had apparently been removed.
More than half of those affected, 53%, said the images had persuaded them to view a property they might otherwise have overlooked.
But 54% immediately ruled out the home after discovering that it did not match its online presentation.
Even when buyers remained interested, misleading photographs often affected how much they were prepared to pay. Just over a third submitted an offer, while 38% reduced their proposed price because of the discrepancy.
Half of those who lowered their offer did so significantly, according to the research.
Despite feeling misled, 82% of buyers did not make a formal complaint. Only 15% raised the issue with the estate agent, while 2% complained directly to the seller.
Chris Hodgkinson, managing director of House Buyer Bureau, said professional photography, careful staging and good lighting were accepted elements of property marketing, but digitally creating an unrealistic impression crossed a line.
He said: “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.
“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.”
The company is advising buyers to inspect online images closely before arranging a viewing. Warning signs can include distorted doors and windows, inconsistent angles, warped radiators and blurred furniture.
Reflections in mirrors, television screens and patio doors may also reveal manipulation, while unusually vivid lawns, flower beds and blue skies could suggest that exterior photographs have been enhanced.
Virtually staged furniture is increasingly used to help buyers imagine how empty rooms might look. However, it should be clearly disclosed, with floating objects, mismatched shadows and unusual proportions among the possible signs that items have been digitally added.
