Not So Real Estate

The tireless “how much Photoshopping is too much” debate extends to the real estate market. According to an article from bankrate.com in MSN’s real estate section, the National Association of Realtors’ (NAR) legal counsel says the organization’s code of ethics requires agents to provide a true picture, although some touching up is allowed. Basically, it’s up to each agent to decide what the limitations are, which has some potential home buyers annoyed.

Some realtors take their own photos, while others hire professional photographers. So is there really a big difference between editing the lawn to look greener after the photo is taken vs. paying a pro to take the shot with the most flattering light and angle? Maybe, maybe not.

Truth in advertising is important, especially when as the article points out “83% of homebuyers check home-listing photos on the Internet before they visit a house, and photo views outrank video tours by a 2-1 ratio.” But it’s not as if you purchase the house online; you are going to go visit it (and presumably have it inspected) before you buy it, so it’s in the realtor’s best interest not to try to deceive you or waste your time luring you to homes you don’t want. If once you get there, the house is nothing like the picture, they have not only lost the sale, but your trust as well.

The ethics of Photoshopping in advertising are sticky–no industry seems to have a firm set of rules, and as a result the public is growing increasingly savvy. After all, by now we have already figured out that models aren’t really perfect and the frozen dinner never looks like the picture on the box.
—Kathleen Davis