Suppose you’re in the market for a new home and see a listing with what looks to be the kitchen of your dreams. Is it real? Increasingly, the answer may be no.
In an age when smartphones can doctor selfies, the same is happening in some real-estate listings: AI and virtual staging tools allow agents to insert furniture and features that don’t exist—sometimes even changing a home’s exterior. The idea is to help buyers visualize possibilities without a seller paying to physically stage or refresh the property.
Not everyone is a fan. “I think of it like dating—if the photos look great and then you show up and it’s not what you expected, people walk away,” says Daryl Judy, an agent with Washington Fine Properties in DC.
Some listing databases mandate that agents disclose instances when AI is used in photos. Even when it’s not required, agents say, transparency is best. “It’s imperative that buyers know what they’re looking at [with AI images] and that they know that when they to go to the house, it will be empty,” says Laura Sacher, a senior vice president with Compass in Alexandria. “I’ve had buyers think they’ve walked into the wrong property when they didn’t realize it was virtually staged.”
Digital and physical staging each have distinct advantages. Here’s how to choose what’s right for you.
Why digital?
Lower cost. AI staging can cost as much as $50 a photo—though some can be done with free programs. Physical staging costs about ten times as much, says Joe Himali, an agent with the Best Address Group with RLAH @properties in Chevy Chase.
Quicker turnaround. Virtual staging is much faster because it can be done immediately, says Kris Paolini, a principal agent with Redfin in Rockville.
More design options. Virtual staging offers endless options for furnishings and artwork, Paolini says, with possibilities for instantaneous changes.
Filling a void. Some agents say virtual staging works especially well for vacant properties, to provide a sense of scale and layout.
Why physical?
Better showings. If virtual staging is used because a house is empty, buyers may be disillusioned when they visit. “Using AI is a bait-and-switch,” says Elizabeth Lucchesi, an agent with Long & Foster in Alexandria. “My experience with AI-staged photos and a real tour has been [that the reality is] disappointing for buyers.”
Envisioning the space. Real staging can be crucial for small or awkward spaces, or very large ones where it’s hard to envision how someone would use the room. “When furniture is physically there, people understand the space immediately,” Judy says.
Emotional impact. People expect an in-person experience similar to what they see online, says Sammy Dweck, an agent with TTR Sotheby’s International Realty in DC: “I want people to like the property more in person than online.”
This article appears in the April 2026 issue of Washingtonian.
