When private data in a virtual tour slipped past estate agents earlier this year, exposing a significant amount of personal information, including financial paperwork, an insurance policy document, unblurred family photos and invoices, it highlighted some of the potential risks of conducting viewings virtually.
Ultimately there are a number of concerns and considerations that agents need to be aware of when it comes to protecting sensitive data when marketing a property, especially in today’s digital environment of virtual viewings, Zoom calls and Facetime, according to Paul Offley, compliance officer at The Guild of Property Professionals.
He says that he has seen a small, but increasing number of consumer complaints relating to the inclusion of personal or sensitive data in marketing material, especially with agents now promoting a virtual experience before a face-to-face one.
He commented: “During a virtual viewing or video, it is possible that personal data is captured on film, such as a document stuck on a fridge, papers left on a coffee table or photographs which would be best not to share, car registration numbers in photos or a number of other things that should not be shared online to the public or people viewing the property.
“Of course, with the advancement of technology people can zoom in and see every little detail, something agents would not have had to think about before the inception of the virtual environment the sector finds itself in. It is important to be aware of the danger of these potential data leaks and protect clients as much as possible.”
While most agents may already be doing so, Offley provides a few simple steps that will prevent a potential complaint against an agent and, more importantly, will protect their client’s personal information from being shared with the public.
Paul Offley’s tip for estate agents:
+ Check out the room before any photographs or filming takes place, look and look again!
+ Check with the seller as to whether there is anything of a personal or sensitive nature in any room that they do not wish to be included – when they approve any brochure or marketing material you could always add a sentence to get them to confirm they have checked all photographs and video for any such items.
+ You can obtain software which can identify and blurs out personal or sensitive data.
“Perhaps it’s just a case of raising awareness but hopefully early intervention will mitigate against any future claims and protect both agents and their clients from a potential data breach crisis,” Offley added.
Estate agent apologises after 3D virtual tour exposes personal data
Comments (2)
The biggest no no to virtual tours …………..
You are giving warts and all of someone’s wealth and security points of access to criminals, while they pick and select from the comfort of their cave.
A 20 minute risk of trying to get in and case the joint, has now been reduced to a couple of minutes in and out before anyone notices or police can catch them, possibly before the vendor can get out of bed.
Virtual tours is a worrying trend, being pushed by the virtual tech companies for profit. Not looking ahead, so many negatives are coming to light. The sell is, it makes it easier for an agent to market the property, but does it?
Some important Negatives:
Agents lose control of developing relationship with buyers
Agents lose control over offering alternatives
Are agents doing a ‘service’ to their vendor client who pays them for result
Public exposure of personal data
Public exposure of security issues
Public exposure of wealth and sensitive data to criminal fraternity
You have no idea who is viewing
Not all properties are video sensitive to market (try telling a vendor their property isn’t good enough)
Video representation can be misleading
The list goes on ………. but importantly selling a property is not a simple task. It requiries effort and to be successful (really successful) an agent needs contact with its buyers and ability to adapt and inform. Going contact less is reactive marketing …. waiting for someone you don’t know. A very worryiing trend for the industry.
Estate agency marketing is a carrot to reign in a buyer and adapt to their needs as necessary. Provide warts and all with no contact, is counter productive to a successful business sales operation.
Putting video / virtual tours onto the property portals is a security risk, however supplying one to somebody who has requested a viewing for whom you have their full contact details and have had a dialogue is much safer. Video tours with commentaries give buyers a far greater insight into the property and surrounding area than still photos on the brochure. They save an awful lot of wasted journeys for buyers, save us a lot of time and are here to stay.