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The Catfish Effect: Exposing Altered Photos in Apartment Marketing

Join Kerry W. Kirby and Jimmy Lancaster, the masterminds behind the Multifamily Tech Gurus Podcast Series, as they explore a growing problem in the digital leasing journey—catfishing renters with heavily altered or misleading photos, and reveal why authenticity matters more than ever in an era where online impressions shape leasing decisions long before a prospect ever sets foot on the property.

In this episode, Kerry and Jimmy uncover how over-edited images—from amenity shots to virtual renovations that don't exist—can quickly erode renter trust, damage a community's online reputation, and even open the door to serious compliance risks under Fair Housing guidelines. They emphasize that in today's climate of heightened renter awareness and online transparency, even a single misleading photo can spiral into lost leads and increased vacancies—making authenticity not just a best practice, but an absolute necessity.

Kerry and Jimmy's Words of Wisdom: "The fastest way to lose a renter's trust is to show them something online that doesn't exist in real life. When an over-edited photo or staged renovation sets false expectations, you're not just risking disappointment; you're risking reputational damage and potential compliance violations under Fair Housing guidelines. Authenticity isn't optional anymore; it's the foundation of credibility, compliance, and ultimately, closing the lease. What renters see online has to match what they'll experience when they walk through the door."

Resources: Where Smart Marketing & Compliance Intersect