Estate Agents Use AI for ‘Housefishing’, Property Experts Say

Online property hunters are increasingly running into “housefishing,” a trend where agents use artificial intelligence to alter photos.

Jack Bushrod runs Housing Horrors on Rightmove listings. He said the practice has surged over the past six months.

When 29-year-old Olivia Nicole searched for five-bedroom properties in south-west London earlier this year, a Rightmove listing caught her eye. She arrived for the viewing and discovered smaller rooms and altered structural features.

Windows were smaller. A raised section of wall sat behind the sofa. The images also appeared on Zoopla and Winkworth websites.

All three companies told the BBC they maintain strict guidelines regarding artificial intelligence. They have removed the images.

“It was frustrating, because I had taken several hours off work for the viewing which I had to make up for.” Olivia Nicole told the BBC She had work hours to make up for after taking several hours off.

A survey asked 906 UK homebuyers about their experiences. They bought a home in the past year.

One in five viewed a property with digitally enhanced photos. The images made the home appear better than reality.

Trade groups and housing experts said virtual staging can help buyers visualize an empty space. They said structural alterations mislead consumers.

Trading Standards said basic enhancements of empty rooms are acceptable with proper disclosure. Structurally altering rooms or hiding flaws breaches the law.

The Guild of Property Professionals represents independent estate agents. It issued guidance on responsible AI use.

Cara is 38. She is selling her home in Lowestoft, Suffolk. She discovered her estate agent used artificial intelligence on Rightmove. Howards emptied her son’s room of toys.

The agency altered her daughter’s room. It removed a doll’s house and changed a rug’s shape.

One viewer noted differences during a viewing. “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” Cara said

Howards introduced a policy. It requires labels on all artificial intelligence-enhanced photos.

The technology is intended to help buyers imagine possibilities rather than alter the reality of the property, the agency said.

Earlier coverage: House-hunters say AI property listings are false advertising