Housefishing: When AI Makes Homes Look Too Good to Be True

Prospective homebuyers are increasingly encountering a phenomenon known as 'housefishing', where artificial intelligence is used to enhance property photos, making homes appear more appealing than they are in reality. While the practice can help buyers visualise a property's potential, experts warn it can cross the line into misleading advertising.

A Surprising Discovery

Earlier this year, Olivia Nicole, 29, was searching for a five-bedroom home in south-west London when she spotted a property on Rightmove that looked perfect. But when she arrived for a viewing, she thought she had come to the wrong place. 'The rooms were much smaller than they were in the pictures and the decor was totally different,' she told the BBC. 'Some structural features were also different.' For instance, a raised section of wall behind the sofa was missing, and the windows were noticeably smaller. Olivia later learned that the images, which also appeared on Zoopla and Winkworth, had been enhanced with AI. She was frustrated that this wasn't clearly disclosed, as she had taken time off work for the viewing.

All three companies told the BBC they have strict guidelines on AI use and have since removed the images.

An Increasingly Common Practice

Estate agents have long used wide-angle lenses and Photoshop to make homes look more spacious, but AI is making the process easier and more accessible. The Guild of Property Professionals, a trade group, says it is difficult to quantify how common the practice is, but it has issued guidance on responsible AI enhancement. A recent survey of 906 UK homebuyers found that one in five who purchased a home in the past year had viewed a property where the listing photos had been digitally enhanced to make it appear better than it actually was.

Jack Bushrod, who reviews quirky property listings on his social media channel Housing Horrors, says he has seen a surge in AI-enhanced images over the last six months. He believes using AI is acceptable up to a point, such as decluttering a room or adding furniture to an empty space to show its potential. However, he draws the line at anything that misleads or wastes a buyer's time. 'I've seen one house where they had removed a pillar and added a window. Others might use AI to remove stains on the carpet or cracks in tiles. It's little details you would only notice in person,' he says. Most of the enhanced images he has seen were not clearly labelled as AI-generated.

Seller's Experience

Cara, 38, is selling her home in Lowestoft, Suffolk, and was surprised when she saw the AI-enhanced pictures her estate agent, Howards, had put on Rightmove. In one photo, her son's room was completely emptied of toys and clutter. In another, of her daughter's room, the agent appeared to have removed a doll's house, brightened the room, and changed the shape of a rug. That image has since been taken down. Cara has had several viewings and one person commented on the differences, but she trusts Howards, which has acknowledged using AI. 'If they'd changed something structurally or it was really wild and didn't look like our home at all then I would put my foot down,' she says.

A spokeswoman for Howards said the firm has now introduced a policy of labelling all AI-enhanced photos and never uses AI 'to misrepresent the fundamental features of a property'. 'It's about helping people imagine the possibilities, not changing the reality of what's being sold,' she added.

Regulatory Stance

Trading Standards told the BBC that estate agents can use AI for basic enhancements or to virtually furnish an empty room, as long as they indicate they have used the technology. However, structurally changing a room, such as adding a window, or hiding features could mislead consumers and break the law.

Jack Bushrod believes all estate agents should clearly label AI-enhanced photos and mention any use of the tech prominently in the key features section of a listing. He also expects to see more housefishing in the future. 'My worry is the more estate agents use AI, others will see the trend and jump on the bandwagon,' he says.