One in five homebuyers have been ‘catfished’
The latest research from House Buyer Bureau has found that, with the rise of A.I, “homebuyer catfishing” is becoming an increasingly familiar experience for UK buyers, with one in five saying they viewed a property where the listing photos had been digitally enhanced to make the home appear better than it actually was. However, while the tactic may persuade buyers to book a viewing, the research suggests it often backfires, with more than half deciding not to pursue the property after seeing it in person.
House Buyer Bureau commissioned an independent survey of 906 UK homebuyers who had purchased a home within the last year*. Respondents were asked whether they had encountered digitally enhanced property listing images during their search, how those images had been altered, and what impact they had on their viewing decisions, offers and overall purchasing behaviour.
Among those who experienced homebuyer catfishing, the most common tactic was making rooms appear larger, cited by 25% of respondents. A further 21% said the property had been made to look brighter than it really was, while 16% believed the general condition of the home had been digitally improved. Other enhancements included improving gardens and outside space, digitally adding furniture, altering views from the property and, in a small number of cases, removing neighbouring buildings or even visible defects such as damp and cracks.
The findings suggest that these enhancements can initially achieve their intended effect. More than half of affected buyers, 53%, admitted the listing images persuaded them to book a viewing that they may not otherwise have arranged.
But the strategy appears to be short-lived. Once buyers discovered the property did not match the marketing images, 54% said they immediately ruled it out as a potential purchase.
Even among those who remained interested, confidence had often been damaged. Just 34% ultimately submitted an offer, while 38% deliberately reduced the amount they were willing to pay because they felt the property’s presentation had been misleading. This included 19% who made a significantly lower offer and a further 19% who reduced their offer slightly.
Despite feeling they had been misled, relatively few buyers formally challenged the practice. More than four in five, 82%, said they did not complain about the listing images. Just 15% raised the issue with the estate agent, while only 2% complained directly to the seller.
Top tips: How to spot ‘homebuyer catfishing’ before you waste a viewing
House Buyer Bureau says there are often a number of tell-tale signs that listing images have been digitally enhanced or manipulated. Buyers should look out for:
Look for distorted shapes and impossible angles
AI image editing can struggle with perspective. Watch for doors or windows that appear to change size between photos, staircases with inconsistent step heights, or roofs that look uneven or are missing features such as gutters or downpipes.
Zoom in on the finer details
Many AI edits look convincing at first glance, but mistakes often become obvious when you zoom in. Look for radiators that appear warped, light switches or plug sockets that aren’t straight, or furniture with blurred or distorted edges.
Check reflections
Mirrors, television screens, patio doors and windows are some of the easiest places to spot image manipulation. Reflections that don’t match the room, appear distorted, or are missing altogether can indicate that an image has been digitally altered.
Be wary of ‘perfect’ exteriors
One of the most common enhancements is replacing a dull or overcast sky with a bright blue one, whilst gardens are often digitally improved with greener lawns or fuller flower beds. If everything looks unusually vibrant or perfectly uniform, it may have been edited.
Watch for virtual staging
Many estate agents now use virtual furniture to help buyers visualise empty rooms, and there’s nothing wrong with this when it’s clearly disclosed. However, if furniture appears to float, shadows don’t match the room, or items seem oddly positioned or proportioned, the image may have been digitally staged without explanation.
Managing Director of House Buyer Bureau, Chris Hodgkinson, commented:
“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.
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.”
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