The cut-throat competition in the real estate market is creating more pressure on businesses to attract buyers, tempting them to use overly edited images that lead to wrong representations in marketing materials. Misleading images, in particular, pose significant risks—not only to a business but also to potential consumers. Such deceptive marketing practices can have serious economic consequences, affecting both the business and unsuspecting buyers alike. This blog will explore how misleading real estate images can impact businesses and the ways by which you can avoid this situation.
Understanding Misleading Real Estate Images
When visuals do not accurately represent a property’s true condition or features, they are considered misleading real estate images. This can include heavily edited photos that alter the property’s appearance or staged images that do not reflect reality.
Selective angle choices and digitally enhanced representations exaggerating space or light are common practices contributing to misleading images. These images can mislead potential buyers, creating expectations that may not be met during physical viewing of the property.
Legal definitions of misleading imagery vary by jurisdiction but often encompass any representation that could deceive consumers. These images can lead to many consequences, such as fines and trust issues between buyers and real estate agents, affecting future transactions, which we will discuss in the next section.
Consequences of Misleading Real Estate Images
Here are the major impacts of misleading images in real estate marketing.
1. Loss of Trust
Trust is an important factor in any business; it takes a lot of time to build trustworthy relations with potential buyers and make an audience for your business. However, not paying closer attention to what you are showing can have many consequences, including broken trust. When properties do not match their online representations, buyers feel deceived. This can result in negative word-of-mouth and discourage future engagement with the agent or agency. Trust, once broken, is challenging to rebuild in real estate transactions. Customers can also call out any deal that may be in the process if they find any misalignment of images with reality.
2. Damage to Reputation
The reputation of a real estate company can suffer long-term damage due to misleading imagery. The high penetration of the Internet and smartphones has resulted in a higher presence of customers on social media and other online platforms. The information regarding a single instance of misrepresentation can spread quickly through social media platforms and online reviews. Negative perceptions can deter potential clients from engaging with the company, impacting its ability to attract new business.
3. Legal Risks
Using misleading images can expose real estate companies to legal risks. Depending on the jurisdiction, deceptive marketing practices can result in fines or charges. Companies may face lawsuits from disgruntled buyers who feel misled, leading to costly legal battles and potential settlements. For instance, the government of Canada has fined up to $200,000 or up to one year of imprisonment for summary convictions in case of false or misleading representation in marketing practices. Similarly, Australia has laws like the Fair Trading Act 1987, the Property and Stock Agents Act 2002, and the Australian Consumer Law regarding misleading real estate images. The maximum penalty for an individual is $220,000, while for a company, it can reach up to $1.1 million.
4. Impact on Sales and Revenue
The factors that we have discussed above are linked and have an impact on sales and revenue. For instance, consider a buyer who views a property online with images that have been significantly beautified—only to discover upon visiting that the actual condition of the property is far less appealing. This kind of experience can lead to an immediate loss of interest, resulting in fewer offers and extended periods on the market, which will further impact the sales and revenue of the company.
How to Edit Photos without Losing their Authenticity: Things to Avoid
1. Altering Colors of the Prime Subjects in an Image
Avoid changing the colors of important aspects of the property in its images, such as walls, furniture, or landscaping. Changing colors can misrepresent a property’s appearance and lead to buyer disappointment. Maintain the original colors to provide an accurate depiction of the space. For example, if the gate is painted black, keep it that way, and if the color of the front side of the house is white, then retain it.
2. Tricking with Angles
Refrain from changing angles that create misleading perceptions of size or space. Avoid extreme close-ups or wide-angle shots that distort proportions. Instead, choose standard angles that give a realistic view of each room and open space and highlight its actual dimensions. It is better to have property pictures from every angle, but it should not be in a way that hides something very significant.
3. Editing Permanent Fixtures
Do not edit or remove permanent fixtures from images, such as appliances, light fixtures, or built-in furniture. Misrepresenting these elements can create confusion and distrust among buyers. Always depict the property as it truly is, ensuring buyers understand what is included in the sale.
How to Prevent Misleading Real Estate Images: Things to Do
Responsible Photo Editing
Practice responsible photo editing by making only adjustments that enhance the image without altering its true appearance. Focus on improving brightness, contrast, and clarity while avoiding image manipulation. Keep the core of real estate photography and focus on image enhancement and retouching without compromising image quality. If you are availing professional real estate image editing services, ensure that the provider has a guideline that can help them avoid misrepresentation of your property images.
Include Aerial Photos for a Comprehensive View of the Surrounding
Incorporating aerial photos into your real estate listings can significantly enhance a buyer’s understanding of the property’s context. Aerial images showcase the entire property and its surroundings, providing valuable information about nearby amenities, streets, and green spaces. This broader perspective helps potential buyers visualize not only the property but also its location within the community. Additionally, aerial shots can highlight unique features such as large yards, swimming pools, or proximity to parks, making the listing more appealing. Including such visuals helps create a comprehensive picture that reduces reliance on potentially misleading ground-level images.
Emphasize Authentic Virtual Staging Practices
Using authentic virtual staging practices can help accurately represent a property. This means using real-looking furniture and decor that align with the property’s style and size. By creating inviting and relatable spaces, you can help buyers to better envision themselves living in the home. If you opt for virtual staging for your property, clearly disclose that the images are digitally enhanced and include images of the actual property to maintain transparency. Providing both staged and unstaged images can give buyers a realistic understanding of what to expect. Authentic staging fosters trust and helps manage expectations, leading to a more satisfying buying experience.
Leverage Technology for Realistic Representations
Utilizing technology enhances property representations significantly. 3D tours and virtual reality allow potential buyers to explore properties interactively, providing a true sense of layout and size. This immersive experience reduces reliance on misleading edits by showcasing the property accurately. Additionally, high-quality imaging technology, such as HDR photography, captures the true lighting and atmosphere of each space. By incorporating these modern tools, real estate professionals can build trust with buyers and create a more engaging, transparent customer experience.
To Sum Up
Honesty and transparency are crucial in the real estate business. Misleading images can lead to loss of trust, reputational damage, legal risks, and decreased sales. To avoid these consequences, real estate professionals should adopt responsible photo editing practices like including aerial images, emphasizing authentic-looking virtual staging practices, and leveraging technology for accurate representations.
These strategies not only enhance the buyer experience but also build credibility for the real estate business in the industry. Prioritizing authenticity protects real estate businesses from legal issues and fosters positive relationships with clients, securing their position as trusted industry leaders.
