Have you ever noticed how the gardens in real estate pictures all have flawlessly manicured lawns? The sky is usually a brighter shade of blue, too. When it comes to selling houses, the saying ‘a picture is worth a thousand words’ couldn’t be more true.
With the surge of online platforms becoming the primary marketplace for property sales, the importance of high-quality visuals has skyrocketed. In this competitive market, beautiful photographs mean more people through the door when it comes to open homes.
A good first impression on the website can be one factor in determining the swiftness of a sale. But where is the housing market’s boundary between false advertising and fair play?
How can virtually styling a home help?
Downsizing is difficult, it poses emotional challenges for people due to sentimental attachments, fear of change, physical limitations, potential disruption of social connections and the significance of their family home as a symbol of their life story.
When downsizing, it can be hard to bring a home up to market condition before it’s photographed. Virtual styling can encourage people to take a look at a property to see its potential instead of dismissing it.
“People see online before they see in person. Getting them there is half the battle,” real estate agent Joshua Bagley told The Financial Review.
Speaking about a recent property sale in Strathalbyn, South Australia, Mr Bagley said: “It’s remarkable how it came up. From the property I saw in real life to how it was presented when virtually styled and seen online – it showed what the house could be if it was decluttered. We digitally removed all the belongings in the house and photoshopped in furniture. The pool was edited as well, as when the photo was taken it had the cover on it.”
When asked why the home wasn’t decluttered before being put on the market, Mr Bagley said: “My clients were two older people. They didn’t want to sell, but had to sell. They were worried about having to pick up couches and put everything in boxes. Even the kitchen – there was a lot of stuff there.
“Their mobility restricted a lot of movement and the ability to tidy years of accumulation of belongings. One of the vendors admits she was a hoarder in a not-so-past life. It does fall a lot around mobility, where what was easy 10 years ago becomes hard. Give it another 10 years and it could become impossible. The difference is whether they do it now or don’t do it at all, and what financial resources they have to be able to achieve this as well.”
In this case, the owners had been trying to sell the property for five years before the final campaign. After the edited images were put online, it was only on the market for 16 days before being sold.
“Downsizing is massively difficult and presentation is paramount. Online is where it had to be presented correctly. Instead of moving the property into presentation before buyers come, virtual styling provides extra time. The property can be shown in the best light even before buyers come to the home. It resolves a problem without actually having to do anything.
“While it doesn’t solve the issue of downsizing, it can make it easier,” said Mr Bagley.
Where’s the line between false advertising and fair play?
The industry rule of thumb is that, if something isn’t permanent, it can be photoshopped out, according to Real Estate Institute of Queensland CEO Antonia Mercorella.
“We often ask, if you were to purchase that house, would it be possible to have that undesirable attribute removed, and how much would it cost,” Ms Mercorella told news.com.au. “In advertising, if we make a representation that isn’t accurate then that is potentially a breach of law. We can make that misrepresentation through photographs, and the same consumer laws apply.
“It’s not just undesirable characteristics. It could also be things that you’re adding to images that aren’t an accurate representation.”
In the realm of real estate photography, it’s standard practice to showcase a property as it would look on its best day. This means minor touch-ups can be made, such as enhancing a once-green lawn to reflect its former glory. Significant alterations are typically avoided unless physical changes are imminent. For example, if there is a large dirt patch in the middle of the lawn but it is going to be returfed before any open homes, it’s okay to edit out the dirt patch.
In light of this, consumers should anticipate that most photographs have undergone some degree of digital enhancement.
How to avoid photoshop shock
Editing photos can be great if you’re selling, but it can be quite a shock if you’re looking to buy. If you like the look of a property online, look it up on street view on Google Maps. The photos might be a little older but they should give you a fair idea of the property and its surrounds.
If the listing doesn’t include a floor plan with the exact sizes of every room, ask the real estate agent for one. Then, compare these sizes with those of your current home to ensure you know exactly what to expect when seeing the property.
It’s always best to physically inspect the premises whenever possible, or send a trusted person to inspect it on your behalf. Be prepared to find gardens less luscious and rooms smaller, or very different in reality, as compared to online photos.
Don’t be afraid to bring a tape measure and compass with you and to take photos of the property yourself, especially any details that don’t match up with the property’s advertising images.
If possible, go to multiple inspections at different times of day, to check what the lighting is like in other hours.
Are you looking to downsize? Have you ever inspected a property that looked nothing like the photos presented online? Let us know in the comments section below.
Also read: The pitfalls of selling a house – and how to avoid them
