What is the practice of exaggerating praise of a property to influence potential buyers?

The practice of exaggerating praise of a property to influence potential buyers is known as puffing. Puffing involves making subjective claims about a property that may not be entirely true or that exaggerate its qualities, often to create a more favorable impression and entice buyers. This technique is commonly used in real estate to raise interest or perceived value, but it is important to note that puffing must remain within ethical and legal boundaries; it should not mislead consumers or constitute fraud.

Puffing is accepted to some extent because it is recognized that some level of enthusiasm is part of marketing properties. However, the statements made during puffing should not be presented as factual information. For example, saying a property has “the best view in the city” may fall under puffing, whereas stating that a property has certain verifiable characteristics would not.

Understanding puffing can help real estate professionals navigate their marketing strategies while maintaining integrity and complying with legal standards within the industry.