Real estate agents turn to AI to make listings shine. When is it ‘house fishing?’

AI‑Enhanced Listings Raise Questions About Truth in Maine Real Estate

Portland – A Portland realtor’s trip to an unbridged Maine island turned into a cautionary tale of how artificial intelligence is reshaping, and sometimes distorting, the housing market.

Tom Landry, owner of Benchmark Real Estate, had spent more than a year hunting for a property for a client on one of the state’s secluded islands. When a listing surfaced for a 900‑square‑foot cottage listed at $579,000, the photos seemed to fit the brief perfectly: a screened porch, a backyard lit by string lights, Adirondack chairs, a stone fireplace. Landry said he and the prospective buyers were “a double‑take” when they arrived. The porch was falling apart, the backyard was a void, and several rooms were too narrow to walk through. “You arrive and it’s literally falling down,” he recounted. “There were parts of the house you couldn’t even walk through. It was laughable.”

The phenomenon, known as “house fishing,” mirrors the online world’s “catfishing”—presenting a polished, idealized version of reality. In this case, the photos and descriptions had been digitally altered with AI tools to create an appealing, though inaccurate, representation.

AI’s Growing Footprint in Real Estate

The practice isn’t limited to a single listing. Across the country, real estate agents are increasingly using AI to touch up images, stage rooms virtually, and even draft property descriptions. While many agents admit the tools can help present a home more attractively, Landry says the line between “enhancement” and “deception” is blurry. “Agents have an obligation to make things look as good as possible for their clients,” he said, “but when does it become deceptive or false advertising?”

The debate is gaining traction at industry conferences and legislative tables. Maine’s own Association of Realtors, led by president Judy Oberg, recently offered a three‑hour session on AI use at its annual meeting. The association plans to make AI guidelines a core course required by the Maine Real Estate Commission every two years. In February, the Maine Real Estate and Development Association’s Forecast Conference spotlighted AI, and the National Association of Realtors (NAR) is set to focus on the topic at its upcoming NTX conference.

Legislators in states such as Wisconsin and California have already passed laws mandating that digitally altered photos in listings be labeled and that unedited images also be posted. New Jersey and New York are reportedly considering similar measures. NAR’s code of ethics cautions members to “refrain from exaggerating, misrepresenting, or concealing pertinent facts” and to present a “true picture” in advertising.

When the Gimmick Goes Too Far

In most cases, agents will touch up a photo by removing a trash can, brightening a room, or subtly changing a sunset’s hue. In Landry’s experience, however, the alterations went beyond routine editing. The porch photo, for example, lacked the rug, string lights, and potted plants that had appeared in other pictures. An aerial shot of the backyard omitted the fireplace entirely. Yet the listing did not disclose any photo edits or label the altered images, making side‑by‑side comparison difficult for buyers.

“We’ll have to figure out a way to police that,” said Steve Weikal, Industry Chair of the Real Estate Transformation Lab at the MIT Center for Real Estate. “How do we trust what we’re seeing and who we’re interacting with? … AI is opening up the Pandora’s box.” Weikal also warned that AI could facilitate large‑scale misinformation but believes verification technology could counterbalance this risk.

Matt Pouliot, owner of Pouliot Real Estate in Augusta, stresses the importance of labeling. “It’s critical that consumers know that the property they’re buying looks as close to possible as what’s online,” he said. Pouliot’s firm has adopted an AI policy aligned with NAR best practices. While he acknowledges the benefits—fast listing creation, automated email responses, and social media drafting—he insists that human oversight is essential.

Not all agents are embracing the technology. Andy Mooers of Mooers Realty in Houlton wrote that AI use in listings is “lazy and dangerous.” He argues that showing the “good, the bad, and the ugly” preserves trust and saves time in the long run. “AI makes everything perfect… and life isn’t like that,” Mooers added.

A Broader Shift in Buyer Behavior

The rise in AI tools is also changing how buyers research properties. A 2025 Realtor.com survey found that 82% of 1,000 respondents had used AI for real estate insights. Some sellers are even opting for flat‑fee platforms powered by AI chatbots, bypassing traditional agents. A New York Times profile described a homeowner who sold his property with an AI chatbot’s help and reportedly achieved a higher sale price than through conventional channels.

“We’re still adapting,” said Weikal. “The role is changing to a more advisory one.” Landry agrees, noting that while agents can streamline administrative tasks with AI, buyers still rely on human expertise for negotiations—a critical, high‑stakes decision.

Looking Ahead

As AI becomes more accessible and sophisticated, the industry faces a choice: integrate the technology responsibly or risk eroding consumer trust. Legislation is catching up, and professional bodies are codifying guidelines. For agents, the challenge will be balancing the marketing allure of AI‑enhanced listings with ethical transparency.

For now, Landry’s experience serves as a reminder that a property’s true condition may not match its online portrayal. “When you’re negotiating over the most consequential life and financial decision you’re going to face… do you really want to chance it?” he asked. Only by ensuring accuracy—and labeling any alterations—can real estate professionals maintain the trust that remains the backbone of their profession.