In today’s AI era, sellers might wonder whether traditional home staging is still worth it.
Well, now that “housefishing,” or manipulating listing photos to hide property flaws, is a trend, the answer is absolutely.
“The motivation behind housefishing is the 'anything to get potential buyers through the door' mindset. It serves no one, except the selling agent who can say, ‘We had 40 groups come to see the house today,’” says Michelle Minch, professional home stager and chief design officer at Moving Mountains Design in Pasadena, CA.
What ultimately happens is that potential buyers (and their agents) who are lured in feel duped and walk away angry and confused. They've been lied to, and their time has been wasted.
While there are situations in which AI staging is suitable, relying on it solely can increase the risk of housefishing and erode trust between buyers and sellers.
That being said, traditional staging or a hybrid approach combining the two is likely your best bet.
What is 'housefishing'?
The term "housefishing" comes from "catfishing," which is when someone creates a fake identity to manipulate or deceive others, typically during online dating or social media interactions.
Housefishing is a lot like catfishing, except the deception centers around a house rather than a person. Through this “strategy,” sellers hope to conceal issues on the property listing and entice potential buyers to see it in person.
“Either through lack of diligence or lack of integrity, some listing agents post photos that don't truly represent the condition of the home,” explains Minch.
At the end of the day, housefishing will always backfire.
“Today’s buyers are extremely informed and moving quickly between digital and in-person experiences. If the photos create an expectation that the home can’t deliver when someone walks in the door, trust is lost immediately,” says Lourdes Alatriste, senior director of luxury sales at Douglas Elliman Real Estate in Coral Gables, FL.
In the luxury market especially, buyers expect transparency and authenticity. Strong photography and thoughtful staging should highlight a home’s best attributes, not disguise its realities.
Staging a home has its perks
Although technology is evolving faster than ever and AI-generated content is out there, traditional home staging still carries many benefits, especially now that housefishing is becoming a real concern.
According to Heather Amalaha, professional home stager and principal at Showhomes Premier Design Studio in Austin, TX, AI-staging might get you clicks, but buyers are getting savvier at identifying what’s real and what’s not and it just ends up raising more questions than it answers.
“Photos of staged homes are more authentic. They allow buyers to understand the actual scale of the rooms and feel the flow of the home,” says Aaron Smith, real estate agent and luxury specialist at The Keyes Co. in Miami.
Smith explains that oftentimes buyers who’ve seen AI-generated images are disappointed when they see the home in person—and Amalaha agrees.
“It only takes 8 seconds for buyers to form a first impression when they tour a home. With AI-based or virtual staging, it’s 8 seconds of disappointment because what they saw online doesn’t match what they’re seeing in person. And that first impression is hard to change,” explains Amalaha.
Despite this, there are some situations in which AI staging can get the job done and save sellers some serious cash.
According to Kurt Harfmann, real estate agent at Keller Williams in Boca Raton, FL, it might make sense for vacant homes, new builds, or properties priced below $300,000.
“AI staging may be OK for more affordable homes. But at the luxury level, where buyers are making highly emotional and lifestyle-driven decisions, physical staging continues to provide a competitive advantage,” says Harfmann.
Make sure your physical and virtual staging align
These days, some sellers are combining AI-generated staging with traditional staging.
They invest in physical staging in the most important areas of their home and add digital enhancements where appropriate.
“Through this approach, sellers can maximize visual and emotional appeal while keeping their finances in check,” explains Alatriste.
If you do go with the hybrid approach, make sure your virtual and physical staging is aligned so there's no housefishing going on. The digital imagery you use should reflect the actual furnishings that buyers will see in person.
Also, if you live in California, don’t forget to include a statement that discloses images that were altered by AI, as this is now required by law.
Beyond complying with the legalities, Minch recommends you have a conversation with your listing agent to make sure your home is correctly represented.
“Look at all photos to confirm or refute they’re a true representation of the material condition of the home and that any flaws or defects are noted,” says Minch.
Ultimately, your goal with the hybrid approach should be to prevent unwanted in-person surprises and keep things as real as possible.
The ROI of professional staging
Virtual staging is inexpensive—a fraction of the cost of traditional home staging—$30 to $150 per photo compared with $300 to $700 for each professionally staged room.
That’s because it doesn’t deliver the same impressive ROI.
“Traditional home staging has been shown to increase sale price and reduce time on market consistently across different markets and different price points,” Amalaha says.
Minch explains that the real estate agents who hire her don’t just want to get potential buyers through the door. They make it their mission to sell listings for the highest possible price.
“These agents know that's not going to happen unless buyers walk into a house and immediately fall in love. Stagers set the scene for that love affair to play out. Eighty percent of the homes we've staged sell for $100,000 to $800,000 over the list price. Spending $10,000 on staging an entire large home and netting $100,000 or more, for example, is a pretty good investment,” explains Minch.
Read more at Realtor.com
