CREview Ep. 21 | Catfishing in CRE Marketing: Why Fake Content Backfires

In a debate, Josh and Dylan argue opposite sides of whether it's okay to heavily edit property photos, landing on why honest storytelling builds more trust long-term.

Key Takeaways

Heavily editing or staging property photos may generate more initial inquiries, but risks disappointing prospects once they visit in person.

Misleading listing photos can damage a broker's long-term reputation and lead to being known for misrepresenting properties.

Honest storytelling about a property's real character, including its flaws, tends to build more trust and convert better over time.

Video content that tells an authentic story about a space can reach a large audience and pre-qualify interest before an in-person visit.

Word of mouth in commercial real estate spreads quickly, and a reputation for misleading marketing follows a broker across future deals.

Frequently Asked Questions

Should you heavily edit real estate listing photos to make them look better?

It's risky; while edited photos might attract more inquiries, misleading visuals tend to disappoint prospects in person and can damage a broker's long-term reputation.

Does honest property marketing convert better than heavily edited photos?

Over time, yes; honest storytelling about a property's real character builds more trust with prospects than exaggerated or misleading visuals.

How can you market an unglamorous or imperfect property effectively?

Focus on storytelling, explaining the property's potential and context, rather than relying solely on heavily edited photos to disguise its flaws.

What's the risk of misleading listing photos for a broker's reputation?

It can create a lasting reputation problem, since word of mouth about misleading content spreads quickly within a relationship-driven industry.

Can misleading photos ever help drive short-term interest?

They may generate more initial inquiries, but the risk is disappointing prospects once they visit in person, which can damage long-term credibility.

How does word of mouth affect a broker's reputation in this context?

It spreads quickly in a relationship-driven industry, meaning a reputation for misleading marketing can follow a broker across future deals.

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