Virtual Staging Disclosure
ProperPics produces virtually staged property images for estate agents. We believe staging should help buyers picture a home — never mislead them. This page explains exactly what virtual staging is, and the honesty rules we hold ourselves to.
What virtual staging is — and is not
Virtual staging means furniture, rugs, art, plants and décor shown in some listing images are digitally added to an empty or sparsely furnished room, to help buyers picture how the space could be used. It is a visualisation aid, not a photograph of the room as it actually stands, and no substitute for viewing the property in person.
Furniture and décor are illustrative — not included in the sale
Any furniture, fittings, appliances, soft furnishings or décor visible only because of virtual staging are illustrative. They are not physically present, do not form part of the property, and are not included in the purchase or rental price unless separately and expressly agreed in writing.
We do not alter the property itself
Virtual staging adds movable furnishings only. We do not add, remove, hide or alter walls, windows, doors, built-in fixtures, room dimensions or proportions, views, the building's exterior, the garden, or any defect, damage or feature of the property (for example damp, cracks, or neighbouring structures). This keeps our images compliant with the Consumer Protection Act 68 of 2008 — in particular section 41(3), which makes it a false representation to imply that immovable property has characteristics or amenities it does not have.
Every staged image is marked
Every virtually staged image carries a visible, legible on-image mark reading "Virtually Staged · properpics.co.za", and a matching disclosure sentence is included in the listing copy we generate, for example:
"Selected photographs have been virtually staged; furniture and décor shown are illustrative and not included in the sale. Original photographs are available on request."
Enhanced (not staged) photographs are marked "Digitally Enhanced".
What we will not do
- We will not insert people into images.
- We will not invent features the property lacks (for example a sea view, a fireplace, a pool or a chandelier).
- We will not conceal or erase defects, damage or undesirable surroundings.
- We will not misrepresent a room's size or condition.
The estate agent's responsibility
We supply staged images to the estate agency. The agency, as the property practitioner, remains responsible under the Consumer Protection Act and the Property Practitioners Act 22 of 2019 for not misleading buyers — including keeping the "Virtually Staged" mark and disclosure intact wherever the image appears, and disclosing the property's actual condition. Virtual staging never replaces an agent's duty to disclose a property's defects. Buyers should always inspect a property in person.
Questions
If you are a buyer or agent and want to check whether a specific image was virtually staged, or to see the original unstaged photograph, contact us at hello@properpics.co.za.
- Who we are
- Warwick Brown (sole proprietor), trading as ProperPics.
- Registration: Not applicable — sole proprietorship (no CIPC registration)
- Address
- 18 Murray Avenue, Morningside Manor, Sandton, Gauteng, South Africa
- Contact
- General: hello@properpics.co.za
- Privacy / data requests: privacy@properpics.co.za
- Information Officer (POPIA)
- Warwick Brown