Housefishing: one in five homebuyers misled by edited listing photos

One in five UK homebuyers have been “housefished”: they viewed a property whose listing photos had been digitally enhanced to make it look better than it really was. That’s the finding of a survey of 906 people who bought a home in the last year, commissioned by House Buyer Bureau.

Research by House Buyer Bureau · Survey carried out 27/07/2026

With AI editing tools now easy to use, housefishing (sometimes called homebuyer catfishing) is becoming a familiar experience. It often gets buyers through the door, but it rarely helps the sale: more than half of the buyers affected ruled the property out once they saw it in person.

Key findings

  • 53%of housefished buyers booked a viewing because of the photos
  • 54%ruled the property out as soon as they saw it didn’t match
  • 38%reduced what they were willing to pay because they felt misled
  • 82%didn’t complain about the images

How listing photos are being changed

The most common edits

Share of housefished buyers who saw each change

  • 25%
    Rooms made to look larger
  • 21%
    Made to look brighter
  • 16%
    General condition improved

Source: House Buyer Bureau survey of 906 UK homebuyers, FindOutNow, 27/07/2026.

Making rooms look larger was the most common change. Others included improved gardens and outside space, furniture added digitally, and altered views from the property. In a small number of cases, neighbouring buildings or visible defects such as damp and cracks had been removed.

What happened at the viewing

The edits often did what they were meant to: more than half of affected buyers (53%) said the photos persuaded them to book a viewing. But the effect didn’t last.

From photo to offer

Share of housefished buyers

19%made a significantly lower offer
19%reduced their offer slightly

Source: House Buyer Bureau survey of 906 UK homebuyers, FindOutNow, 27/07/2026.

Once buyers found the property didn’t match the photos, 54% ruled it out straight away. Even among those who stayed interested, confidence had often taken a knock: just 34% made an offer, while 38% deliberately offered less because they felt the presentation had been misleading.

Few buyers complain

What housefished buyers did about it

  • 82%Didn’t complain
  • 15%Complained to the estate agent
  • 2%Complained to the seller

Source: House Buyer Bureau survey of 906 UK homebuyers, FindOutNow, 27/07/2026. Figures as reported, so they may not total 100%.

Despite feeling misled, most buyers didn’t challenge it. 82% didn’t complain about the listing images, 15% raised it with the estate agent, and just 2% complained to the seller directly.

How to spot housefishing before you book a viewing

There are often tell-tale signs that listing photos have been digitally enhanced. Tap each one to see what to look for.

1Distorted shapes and impossible angles

AI editing can struggle with perspective. Watch for doors or windows that change size between photos, stairs with uneven step heights, or roofs that look uneven or are missing gutters and downpipes.

2Odd details when you zoom in

Many edits look convincing at first glance, but mistakes show up close: warped radiators, light switches or sockets that aren’t straight, or furniture with blurred or distorted edges.

3Reflections that don’t add up

Mirrors, TV screens, patio doors and windows are some of the easiest places to spot editing. Reflections that don’t match the room, look distorted or are missing altogether can be a sign.

4“Perfect” exteriors

One of the most common edits swaps a dull sky for a bright blue one, and gardens are often given greener lawns or fuller flower beds. If everything looks unusually vibrant or perfectly uniform, it may have been edited.

5Undisclosed virtual staging

Many agents use virtual furniture to help buyers picture an empty room, and that’s fine when it’s clearly disclosed. But if furniture seems to float, shadows don’t match the room, or items look oddly placed or sized, the photo may have been staged without saying so.

“Authenticity is almost always the better strategy”

“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.”

Chris Hodgkinson, Managing Director, House Buyer Bureau

Selling a property as it is?

If you’d rather not go through listings and viewings at all, or need to sell your house fast, House Buyer Bureau buys homes directly. We look at your property as it really is, and as cash house buyers we use our own funds, so there’s no chain and no buyer’s mortgage to fall through. Our offer will be below the likely open-market value, and every property is assessed individually, so it isn’t the right route for every seller.

Request a no-obligation offer 0800 028 2800

About the research

Survey of 906 UK adults who bought a home in the past 12 months, carried out by ProperPR on behalf of House Buyer Bureau through the consumer research platform FindOutNow on 27/07/2026. The first question was asked of all 906 homebuyers; the rest were asked of those who had been housefished.

Full survey results

1. During your most recent property search, did you view a home where the listing photos had clearly been digitally altered to improve the apparent appearance of the property?

Base: All 906 homebuyers

  • Yes21%
  • No79%

2. In what way had the property listing images been digitally altered or enhanced?

Base: Housefished buyers; they could select all that apply

  • Rooms had been made to look larger25%
  • The property had been made to appear brighter21%
  • The general condition of the property had been enhanced16%
  • The garden or outside space had been enhanced12%
  • Furniture or fittings had been digitally added10%
  • The view from the property had been altered8%
  • Unattractive neighbouring properties or surroundings had been removed3%
  • Renovations or improvements had been digitally added3%
  • Damage, damp, cracks or other defects had been removed2%

3. Did these digital enhancements ultimately lead you to book a viewing of the property?

Base: Housefished buyers

  • Yes53%
  • No, I would have viewed it regardless47%

4. Did the attempt at housefishing result in you disregarding the property as a potential home?

Base: Housefished buyers

  • Yes54%
  • No, I continued to consider the property46%

5. Did you still make an offer on the property?

Base: Housefished buyers

  • Yes34%
  • No66%

6. Did you submit a lower offer as a direct result of the housefishing attempt?

Base: Housefished buyers

  • Yes, significantly lower19%
  • Yes, slightly lower19%
  • No, it did not affect my offer62%

7. Did you complain about the misleading listing images?

Base: Housefished buyers

  • Yes, to the estate agent15%
  • Yes, to the seller2%
  • No82%

Media enquiries

Press: James Lockett, ProperPR, [email protected], 0207 856 0185
Data: Alex Pericli, ProperPR, [email protected], 0207 856 0185

About House Buyer Bureau

House Buyer Bureau has been buying homes since 2010. We buy with our own funds, so there’s no wait for mortgage funding and no chain. We offer an alternative to selling through an estate agent: a direct offer below the likely open-market value, in return for certainty and a sale on a date that suits the seller.