M
any listing images now look eerily uniform: flawless walls, synthetic lawns, warped edges around openings, and sometimes phantom lights. These clues signal heavy AI manipulation, a new hurdle in an already complex purchase journey. Modern editing software can stage interiors, polish aging facades, or even paint a hopeful renovation in the mind of a buyer. Because the technology is still nascent, only a handful of local boards and MLSs have drafted guidelines, leaving the market in a Wild‑West state. The most blatant edits often go viral, while buyers report wasted time touring homes that differ sharply from the glossy pictures. This phenomenon has been dubbed “housefishing,” echoing the TV show that exposes deceptive online personas.

    Megan Kolstad, a St. Paul agent, recently visited a property after seeing a listing that added a non‑existent bedroom window. She called the image “misleading” and felt the comparison exercise was a poor use of time. Kolstad supports virtual staging for empty spaces but warns against unrealistic placements, such as an eight‑person sofa against a modest window that simply wouldn’t fit. Sonia Rodriguez of the Redux Group in Northern Virginia was similarly deceived. She arrived to find a cluttered interior and lighting that matched none of the staged photos, so she skipped the client tour.

    These tools can also smooth weathered siding, remove peeling paint, or simulate a fresh coat, giving sellers a polished look that may not exist. The agents’ experiences highlight a growing need for industry standards that balance marketing appeal with truthful depiction.