7 May 2024

MUST-KNOW DISCLAIMERS FOR PROPERTY MARKETING

Highlighting properties through exceptional photography is an essential part of the real estate buying and selling process. High-quality property photography not only attracts potential buyers but also helps sellers get the best price for their properties.  

However, it is crucial to provide accurate and honest representations of a property to avoid potential misunderstandings or misinterpretations, that’s where disclaimers in real estate photography and marketing play a significant role.  

In this blog, we will explore some must-know disclaimers used by real estate professionals to ensure transparency, manage expectations, and ensure compliance with regulations. 

Here are four examples of disclaimers you might consider including: 

1. Disclaimers for Images with Virtual Staging

These disclaimers make it clear that these items are not part of the sale or rental of the property and have only been included to show the potential of the space. This avoids any misinterpretation of the image.

Disclaimers on Images: 

• Virtually Staged 
• This Image Has Been Virtually Staged 

Disclaimers in Text: 

• “Some images have been virtually staged to better showcase the true potential of rooms and spaces in the home.” 
•  “In some cases, real estate photographs may include staged furniture, decorations, or other items not included with the property. These items are for aesthetic purposes only and may not be representative of what is included in the sale or rental of the property.”  

2. Disclaimers for Images Featuring Virtual Renovation  

Disclosing that your listing photos are virtually renovated, means you make it clear that this is a rendition of what the property could look like, not the actual property. To prevent any confusion or misinterpretation, the disclaimer should be prominent enough that people are instantly aware of this fact.

Disclaimers on Images: 

• This Image Has Been Virtually Renovated 
• Virtually Renovated 

Disclaimers in Text:

• “Images have been digitally enhanced through Virtual Renovation for illustrative purposes only.”

3. Disclaimers for Photos Featuring Image Enhancement 

Enhancing real estate photos is not about deceiving potential buyers—it is about providing a truer representation of the property. Ethical marketing in real estate is all about ensuring that the buyer's expectations align with reality.

When you enhance an image, you are striving to correct the inaccuracies that the camera introduces, revealing a more accurate depiction and aiming to replicate what the human eye would see if physically viewing the property. Though you do not need to include disclaimers for enhanced images, the above disclaimers can be used however, if you feel that it is necessary or required.

Disclaimers on Images: 

• Enhanced 
• Enhanced Photo 
• Photoshopped 

Disclaimers for text: 

• “These images have been enhanced.” 

4. Disclaimers for Images Including a Color Change Edit 

Disclaimers on Images

• Virtually Painted

Disclaimers for Text:

• “Some photos have been virtually enhanced with digital painting and may differ in color when viewed in person.”

5. Disclaimers for Floor Plans 

Property measurements are crucial for buyers but can be challenging to convey accurately through Floor Plans. To address this, real estate professionals often include a disclaimer stating that fixtures, furniture, and dimensions are approximate. This disclaimer helps set realistic expectations about room sizes and property dimensions.

Disclaimers on Images:

• This Floor Plan including furniture, fixture measurements and dimensions are approximate and for illustrative purposes only.

Disclaimers for Text:

• "[Company name] gives no guarantee, warranty, or representation as to the accuracy and layout. All enquiries must be directed to the agent, vendor or party representing this floor plan.”

Navigating property marketing disclaimers  

Disclaimers in property photography are key tools for real estate professionals to ensure transparency, manage expectations, and protect against potential legal issues.  

Depending on where you live there are varying regulations about what you need to disclose. While the above disclaimers are commonly used, it is essential to consult with legal professionals to ensure your disclaimers align with local regulations and best practices in your region.  

We are here to help and can tailor disclaimers to your needs. You can request the disclaimer you require to be included when submitting your job. Marketing with transparency will reinforce trust and credibility within the competitive world of real estate.  

If you want to boost your real estate marketing now, you can sign up to BoxBrownie.com and receive four free edits! No credit card required. 

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