New research suggests that digitally enhanced property photographs may attract more viewings—but could ultimately leave buyers feeling misled and sellers receiving lower offers.

A survey of 906 people who had bought a UK property within the past year found that one in five had viewed a home that appeared noticeably different from its online listing photographs.

Although professional photography, careful staging and good lighting have long been used to present properties positively, increasingly sophisticated editing tools can make it difficult for buyers to know whether an image is an accurate representation of the home.

Rooms made to appear larger

Among buyers who encountered digitally enhanced images, the most common complaint was that rooms had been made to look larger than they really were. This was reported by 25% of those affected.

A further 21% said properties appeared much brighter in photographs, while 16% believed the overall condition of the home had been digitally improved.

Other reported changes included:

• Enhancing gardens and outside spaces

• Adding furniture digitally

• Altering the view from a property

• Removing neighbouring buildings

• Concealing visible problems such as cracks or damp

There is an important difference between presenting a property attractively and changing features that could influence someone’s decision to view or purchase it.

More viewings—but less trust

The research suggests that enhanced photographs can initially achieve their intended purpose. More than half of affected buyers said the images persuaded them to arrange a viewing they might not otherwise have booked.

However, the benefit appears to disappear quickly when the property does not live up to expectations.

Once buyers realised that the home did not match the photographs, 54% immediately ruled it out as a possible purchase.

Only 34% went on to submit an offer. Meanwhile, 38% deliberately reduced the amount they were prepared to pay because they believed the marketing had been misleading.

This shows how quickly trust can be lost. Buying a home is a significant financial and emotional commitment, and discovering that a property has been presented unrealistically may make buyers question what else they have not been told.

What should buyers look out for?

Online photographs are useful for narrowing down a property search, but they should always be treated as a starting point rather than a complete picture of the home.

Before becoming too emotionally invested in a property, buyers should consider:

• Comparing photographs with the floor plan and stated room measurements

• Looking carefully for signs of wide-angle photography

• Checking the property and surrounding area on online maps

• Viewing the home in person wherever possible

• Arranging a second viewing in daylight

• Asking direct questions about cracks, damp, repairs and alterations

• Obtaining an appropriate survey before proceeding

If a property looks substantially different during the viewing, buyers should not be afraid to ask the estate agent why. It may simply be the result of professional lighting and photography, but significant changes or concealed defects deserve further investigation.

Authenticity may be better for sellers

Sellers naturally want their property to look its best. Cleaning, decorating, improving the lighting and presenting rooms carefully can all help create a positive first impression.

However, removing defects or altering the apparent size, condition or surroundings of a property may be counterproductive. It can waste time, attract unsuitable viewers and damage a buyer’s confidence before negotiations have even started.

Realistic photographs may result in fewer speculative viewings, but the people who do attend are more likely to understand what they are coming to see.

Preparing your finances before viewing

Before starting your property search, it is sensible to understand how much you may be able to borrow and what the monthly repayments could look like.

Having an agreement in principle can also demonstrate that you are a serious buyer and place you in a stronger position when you find the right property.

If you are planning to buy a home, Chetwood Lloyd Mortgages can help you explore your options, arrange an agreement in principle and provide clear, independent mortgage advice—all without charging you a broker fee.

Contact us to arrange an initial conversation.