False & Misleading Property Advertising
In this first update for 2016, I want to share some thoughts about how properties are marketed.
Some of you will have seen the alleged case of photo shopping involving a property in Penshurst. For those of you who haven’t, a good summary can be found here: http://www.aww.com.au/latest-news/news-stories/is-this-the-most-outrageous-real-estate-photoshop-job-ever-25453
Of course, every vendor wants to present their property in the best light and to some extent this justifies the recent coat of paint, the “staged furniture” and the high quality professional photographs with special lenses and mood lighting. How far can this be stretched? Under the legislation, it is an offence to publish any material that is materially false, misleading or deceptive. It is up to NSW Fair Trading to determine if a breach has occurred. In the Penshurst case, I would have thought that the agent may escape penalty if it can be proved that by use of angles and without photo shopping or any other trickery, it is possible to replicate the same shot sans water tower looming in the background. But would the agent escape all criticism in a court of public opinion? Very unlikely.
On the other hand, I suspect that any potential buyer who attended the Penshurst property would have been so put off by seeing the water tower for the first time, that any enthusiasm they may have had for the property would have immediately evaporated. So unless the buyer never stepped foot in the property, it is highly unlikely that the photography in question did anything to enhance the agent’s sales campaign. This begs the question as to why the agent ever felt the need to use the water tower less image in the first place?
This is an extreme example but techniques used to market properties make it difficult for buyers. It is hard enough to shortlist the right properties every Saturday and turn up at the correct time but when you have children in tow and need to factor in snack times, nap times, toilet breaks and tantrums, it is easy to end up bitterly disappointed.
If you wish to spare yourself the stress and heartache of searching for your next property, you can engage a professional to do all the hard work. As a buyer’s agent and father of 3 children, I know how important it is to find the right property for your needs.
If you would like to discuss your property plans for 2016, please call me today on 0405 134 645.