Over half of buyers rule out properties immediately upon discovering photos were digitally altered, results of new survey show
More than half of UK homebuyers who found that listing photos had been digitally enhanced immediately ruled the property out as a potential purchase, according to new research from House Buyer Bureau.
The property buying firm commissioned an independent survey of over 900 UK homebuyers who had purchased a home within the past year. Respondents were asked whether they had encountered digitally enhanced property listing images, how those images had been altered, and what effect they had on their behaviour during the buying process.
One in five buyers said they had viewed a property where listing photos had been altered to make it appear better than it was in reality. Among those affected, 54% immediately discounted the property upon seeing it in person, while 38% deliberately lowered their offer on the grounds that the presentation had been misleading.
The most commonly reported enhancement was making rooms appear larger, cited by 25% of those who had experienced such alterations. A further 21% said properties had been made to look brighter than they were, while 16% believed the general condition of a home had been digitally improved.
Other reported alterations included enhancements to gardens and outdoor space, the digital addition of furniture, changes to views from the property, and in some cases the removal of neighbouring buildings or visible defects such as damp and cracks.
The research indicates the tactic can generate initial interest. More than half of affected buyers — 53% — said the altered images persuaded them to arrange a viewing they might not otherwise have booked. However, only 34% of those who felt misled went on to submit an offer.
Despite feeling misled, the vast majority did not formally challenge the practice. Some 82% said they did not complain about the property listing images, with only 15% raising the issue with the estate agent and 2% complaining directly to the seller.
Chris Hodgkinson (pictured right), managing director at House Buyer Bureau, said that while professional photography, good lighting and careful staging are accepted parts of property marketing, digitally altering images to create an unrealistic impression crosses a clear line.
"Our findings suggest that homebuyer catfishing may generate more viewings, but it also risks damaging trust at the very start of the buying process," he said. "Once a buyer feels they've been misled, it's incredibly difficult to rebuild that confidence.
Hodgkinson noted that for many buyers, arranging a viewing represents a significant investment of time and emotion, and that discovering rooms are smaller than expected, conditions misrepresented, or features digitally altered quickly turns disappointment into distrust.
"Ironically, sellers who over-edit their marketing could end up achieving the exact opposite of what they intended," he said. "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."
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