Many people may not realize that numerous listing images uploaded to the MLS, used on broker and agent websites and apps, and syndicated for display on other Internet sites, are heavily modified. While this can be a very effective sales tool, some undisclosed manipulations may be deceptive. National MLS policies and other steps should be implemented to address the risk this causes.

At the 2019 Clareity™ MLS Executive Workshop, we invited Peter Schravemade from to present “Ethical Marketing & Photography,” to help frame the beginnings of the national conversation that is needed to create such policies. Such policies would have implications for listing maintenance and compliance, data standards, IDX and VOW rules, agreements with photographers, as well as data license agreements for listing content sent to third parties.

It is not the purpose of this blog to propose restrictions on media manipulation that might be counter-productive to the selling process. Rather, the focus is to consider how MLSs might help subscribers improve their current marketing practices while reducing their risk, as well as reducing consumer dissatisfaction that may result from undisclosed, possibly deceptive, manipulations.

Media Manipulation Can Be Good - Even Necessary

Peter provided an example of an overexposed listing photo, where important details such as the view out of the window could not be determined. The view may be desirable, like an ocean view, or undesirable, like a sewage treatment plant. He described the common process that professional photographers use, taking multiple photos at different exposures to capture all the important details, then compositing them into a single image to maximize the detail presented. This technique, called “bracketing”, is technically media manipulation, but is entirely ethical and done entirely in the service of providing an image that is most like what one would see with one’s own eyes in the room. In fact, not using bracketing to ensure our hypothetical sewage treatment plant is shown, does not properly represent the listing. There are other basic edits, such as straightening a photo accidentally taken at an angle, that are also clearly not unethical and should be of no concern to us and should not require disclosure.

Types of Media Manipulation

There are several practices that are common and useful in the sales process but may be deceptive, depending on the implementation. Such deception may be intentional or unintentional. For example:

  • Image enhancement – The intent of this edit is to return the image to what a buyer might see when visiting the property but which the original photograph may not have captured. For example, a grey sky may be changed to a blue sky to reflect a sunny day. In some areas of the US, and most of the world, it is acceptable to add green grass. Issue: overuse of this type of manipulation - for example, adding grass to an area where it would not or could not normally grow well - can misrepresent the property.

  • Twilight conversion – The intent of this edit is to demonstrate the property at a time of day which evokes a positive emotional response in a buyer. It is quite often already commonplace as a manipulation when the photographer has been unable to photograph the property at sunset as desired. Issue: Photographers may change the color of the sky and add a sunset, but sometimes when they do so they put the sun in the wrong location. When this happens, the viewer may think certain rooms will get southern or other exposure when they will not. The viewer may think they can enjoy sunsets from the pool when sunsets would be blocked by the house. This misrepresents the property.

  • Item removal – The intent of this edit is to remove clutter that will be removed before the sale / or that is not part of the sale process. Issue: An overzealous editor can easily misrepresent the condition of whatever they imagine lies behind and beneath the clutter. Obviously, editing out undesirable things such as power lines, poor views, and property condition issues, is deceptive and unethical.

  • Virtual staging (Item addition) – The intent of this edit is to demonstrate to a purchaser what a space could be by adding photorealistic furniture. When executed well, this is an effective and harmless edit. Issue: If not performed extremely carefully, it is easy to misrepresent the size of the room by adding virtual items that are not in actual proportion to room measurements. Images of light sources that imply a fixture is present where when none is installed would be deceptive. Images of items that would normally convey with the property but are not actually present would be deceptive. If a condition issue is being obscured by the items added, it would also be deceptive.

  • Virtual renovation – The intent of this edit is to demonstrate to a purchaser the potential of a property (by, for example, adding a pool), or removing an objection (like adding a kitchen, or renovating an abandoned property) This manipulation removes everything from a room and leaves it looking like it is already prepared for painting and other finishing. Issue: If not disclosed well, it may be misleading if the viewer believes the image is of the actual condition of the room. After all, not only might getting the room to that state be expensive, but in the process of actual room preparation one might find other conditions that increase the cost of actual renovation.

  • Renders / CGI / Hybrid CGI – The intention of this edit is to demonstrate what a property might look like before it has even been constructed. Issue: The reality of what is constructed is rarely identical to an artist rendering. If the viewer does not understand that they are looking at an artist’s creation and not present reality, it could be deceptive. This should be disclosed.

Ensuring that media manipulation is disclosed is important for a couple of reasons. Obviously, we do not want to mislead brokers, agents, appraisers or consumers. No one wants to waste time visiting a property that is not in the condition indicated by photos and other media. The accuracy of professional property valuations that depend on manipulated images of the property or comparable properties, could suffer. There may be lawsuits by people who purchase a property without validating the veracity of each listing image. Finally, as we consider a future where computers could use artificial intelligence to create data about a property based on the related media, we would not to accidentally rely on a manipulated image and create incorrect data.

Actions Suggested for the MLS Industry

The MLS industry has a strong interest in the accuracy of listing information, including media. The property should be represented accurately by media, and neither professionals nor the purchaser should not be deceived. Ideally, we should implement a national MLS policy regarding media manipulation that is easy to understand and uses correct terminology so that it is understandable both by real estate professionals and media creators.

The following actions should be considered:

Create an implement a national policy regarding media manipulation. Require disclosure. It must be easy to understand.

Educate MLS subscribers on photography “common sense”, explaining where a technique may be deceptive and explaining their responsibility in vetting the manipulation performed against the property being sold to ensure the image is not deceptive. MLS subscribers should also be taught how to spot media manipulation providers that create deceptive images, intentionally or otherwise, and how to report issues to the MLS. It may be desired to share best practices in establishing contracts with such providers, including the obligation of providers to provide those purchasing their services information about what changes were made to each image, and such that risk regarding accidental or intentional deception is not entirely held by the listing agent and others that use the media. If media manipulation might possibly be deceptive as described above, MLS subscribers need to understand their responsibility to disclose the manipulation.

Create a standard disclosure as a part of the media manipulation policy. Peter Schravemade provided the following language as a starting point for discussion:

This image is an artist’s impression of what the property ‘might’ look like. As such the image has been digitally modified. [ABC REALTY] suggests you conduct your own due diligence into the state of the property or request a statement of what has been modified from the brokerage.

Rules regarding the display of such disclosures, in the media themselves as a watermark or displayed prominently in proximity to the media inside the MLS, on IDX/VOWs, and wherever the content is syndicated, should be a part of policy.

Establish RESO data standards for storing and transmitting information about media manipulation. Each type of media manipulation listed above may be an enumeration of the field. Peter suggested an additional enumeration: “A digitally activated fireplace or appliance”.

Once there are policies and data standards related to media manipulation, make changes to the MLS listing maintenance software so this data can be managed.

Consider if and how MLS rules and data license agreements may be amended to protect parties that use the media from risk due to deceptive media manipulation that was missed by the listing agent.

Last Words

Media manipulation has become less expensive and is increasingly commonplace. Each of the types of manipulation described above can be a perfectly legitimate and valuable sales tool - when executed correctly and disclosed. Creating MLS policies and taking the related actions described above should help us maintain professionalism and ethics and reduce risk for those using manipulated images.

To improve and maintain subscriber satisfaction, multiple listing services must continually articulate the value that they provide, both as an organization and through products and services.

In more than half of the MLS strategic planning processes I facilitated over the last year, pre-planning surveys and other research showed most subscribers were unaware of many of the products and services the MLS provides in exchange for their access fees, and less awareness directly correlated to less satisfaction with the value provided for those fees. For some clients, where I performed more detailed research, it was apparent that even when subscribers were aware of a product’s existence, they were not aware of specific features or recent enhancements and their benefits. Raising awareness about the value the MLS provides as an organization and through products and services is difficult, but it can and must be done. Not putting resources into such communications and making sure the effectiveness of those communications is maximized would be penny-wise and pound-foolish.

Value of the MLS

Too many subscribers still think of the MLS as the way to access a database. When it comes to promoting the value of the MLS organization, the “Making the Market Work” campaign released by the Council of MLS back in June of 2017 is still the best resource for MLSs to adopt and promote through all channels. I’m still surprised how many MLSs have not adopted this campaign on an ongoing basis. If you’re an MLS executive, at your next board meeting, try giving your board members a short quiz about the value of MLS – if even they can’t articulate the tenets of confidence, connections, and community to at least some degree, more work is certainly needed.

Value of MLS Products and Services

There’s a saying in the industry: “Realtors Don’t Read” or “RDR” for short. I dislike this saying because I have worked with so many professionals over the years and they DO read … if the message is interesting. All too often the headline, Facebook post, or tweet reads something like “[MLS] Releases [Product Name].” If I was a busy professional I wouldn’t click through on that either.
Professionals are primarily motivated by four types of benefit-oriented messages:

  1. This will help you make more money (“profit”)

  2. This will save you time (“ease”)

  3. This provides insight into your business (“control”)

  4. This will reduce risk or prevent you from falling behind (“fear” or “fear of missing out (FOMO)”)

  • “Read about the new changes to listing input” will not generate nearly as many click-throughs as “New listing input feature saves you 20 minutes per listing”.
  • “Learn more about [product]” is not as effective as “This [MLS] agent closed 18% more transactions this year by using [product].”
  • “Sign up for [product] classes” will not generate as many click-throughs as “[Product], offered as an [MLS] benefit, helps you close transactions 15% faster. Click for a 5 minute video with everything you need to know.”
If when the professional clicks through from calls to action, there is a short web page – possibly with a short video – that continues to sell the benefit of a product and how to get started, you will start to see more product awareness and adoption. And, if they’ve already tried the product but aren’t seeing the benefits, this type of messaging may well get them to look closer at how they are using the product. Either way, they are being reminded of the value provided by the MLS.

Targeting and Improving Opting

Another important MLS communications trend has been to improve targeting and opting.

Still, some MLSs are still not targeting properly and sending every message, even those that would only apply to some subscribers, to every subscriber by email. Or, they present messages that apply to only some subscribers to all subscribers in an MLS post-login popup. If an MLS doesn’t target properly, it’s easy for subscribers to burn out on the quantity of irrelevant messages they receive. Ensuring subscribers are sorted into groups based on role, product and service use, and other factors is key to targeting communications properly. If messages are not targeted, subscribers may decide to opt-out – an MLS communications disaster!

Another problem I still see at some MLSs is that they have a single opt-out – all or nothing. These days, when you try to opt out of most websites, they encourage you to opt out of certain types of communications rather than all types, and MLSs should follow suit. Just the other day, I received a brokerage email about the value of my ex-house and when I clicked to opt-out, it opted me out of communications about that property only. I would have had to navigate the site further to opt out of more than that. Some MLSs say they can’t have a more sophisticated opting system because their marketing system doesn’t provide for it. If that’s the case, it’s time to find a new marketing system.

Continuous Improvement

This article has covered just a few components of how MLSs can improve and maintain subscriber satisfaction by continually articulating the value that they provide, both as an organization and through products and services. Some readers will remember that I literally spent hours at the 2014 Clareity MLS Executive Workshop providing a more comprehensive review of communications best practices – it’s a huge topic! Still, with just a bit of planning, by taking more care to use benefit-oriented language with subscribers to articulate the value of what the MLS provides, and by improving targeting and opting methods, MLSs can dramatically improve subscriber engagement and satisfaction over time.


mattsretechblog: matt cohen (Default)
Matt's Real Estate Tech Blog

Most Popular Tags


This blog is for informational purposes only. The author shall have no liability in connection with any inaccuracies or omissions herein. All trademarks are the property of their respective holders. The views expressed on this blog are those of the author and do not necessarily reflect the views of his employer. Non plaudite, modo pecuniam jacite.