Avoid Misleading Clients on the Web
Some practitioners are using the Internet to advertise properties in a way that is less than honest.
Here are some of the common deceptions that marketing experts say are unfair to shoppers and are counter productive for practitioners:
- Photos that show less than the truth: Composing a photo skillfully is a lot different from using Photoshop to make a home look significantly more attractive than it is.
- Relying on home valuation sites that aren’t right: Anyone buying or selling should know right away what an expert appraiser or a knowledgeable real estate professional believes the value of the home to be — not what a computer program guesses.
- Misleading property descriptions: Don’t say it has a water view if seeing it requires standing on the roof in January.
Source: MoneyWatch.com, Ilyce R. Glink (03/09/2010)
