Check AI property listings by matching every factual claim to current evidence, comparing photographs and plans with the property, and resolving missing information before publication. Hold the listing if an important fact is disputed or unsupported. A vendor's general approval and a disclaimer do not replace checking individual claims.
Review what a buyer could reasonably understand from the whole advert, including the headline, search filters, captions and pictures. A correct description can still sit beside a wrong bedroom count or an image that suggests a feature exists. Keep one approved record of the facts behind every version.
Build a claim list before polishing the description
Start with the property evidence, not the AI draft. Collect current inspection notes, measurements, the floor plan, original photographs, written seller answers and relevant documents. Record where each item came from and when it was checked. If two sources disagree, flag the conflict rather than choosing the more attractive number.
Make a simple table in your normal document or spreadsheet. Give each claim five fields: proposed wording, evidence, date checked, reviewer and status. Useful statuses are “verified”, “needs clarification” and “do not publish”. These are your working labels, not a substitute for the advertising requirements that apply to your business.
Put uncertain information in a separate query list. “Seller believes the roof was replaced recently” should not silently become “new roof”. Ask for the date, scope and supporting records. If the evidence only establishes repairs to one section, describe that accurately instead of turning it into a whole-roof claim.
A seller can help confirm facts but may not be the right person to establish a legal right, measurement method or technical condition. Refer those questions to the appropriate qualified professional. Have a property solicitor or other suitable adviser check difficult rights, restrictions and disclosure questions.
The tutorial on drafting property descriptions with AI covers the writing stage. This checklist starts where attractive wording needs to earn its place in a published advert.
One flat, five claims that change the buyer's impression
Consider an illustrative listing for a two-bedroom flat. The evidence pack records 78 square metres of internal floor area, a separate eight-square-metre balcony, shared parking with no allocated bay, and one step at the entrance. The seller's onward purchase position has not been confirmed.
A fictional AI draft reads: “An exceptional three-bedroom home with 86 square metres of living space, private parking, step-free access and no onward chain.” The floor plan includes a study, which the draft has counted as a bedroom. Other errors come from adding the balcony to the internal area and turning missing information into positive claims.
| Draft claim | Evidence check | Review action |
|---|---|---|
| Three bedrooms | Current plan records two bedrooms and a study | Use the verified room description; do not upgrade the study by assumption |
| 86 square metres of living space | 78 internal plus a separate eight-square-metre balcony | Keep the two measurements distinct and state their basis |
| Private parking | Written information confirms shared, unallocated parking | Describe the arrangement accurately; do not imply an exclusive space |
| Step-free access | Inspection notes and photographs show an entrance step | Remove the claim and describe the observed access |
| No onward chain | No current confirmation | Ask the seller; do not publish the assumption |
The arithmetic error adds eight square metres to the interior, roughly 10.3% of the verified 78. Correcting the adjective “exceptional” would do little for accuracy while that number remained wrong. Give measurements, rights and access claims priority over tone.
An illustrative corrected descriptive passage reads: “A two-bedroom flat with a separate study, approximately 78 square metres of internal floor area and an eight-square-metre balcony. Parking is shared, with no allocated bay. There is one step at the entrance.” Use “approximately” only where it reflects the measurement evidence and your approved presentation; it does not excuse careless numbers.
This passage is not a complete, publication-ready advert. The onward purchase question and any required ownership, cost or restriction information still need resolution. Removing an invented sentence does not settle whether the missing fact must be established and disclosed before marketing.
Allow an illustrative 90 minutes for this first review: 20 to assemble the evidence, ten to draft, 25 to check claims, 15 to compare images, ten to resolve straightforward confirmations and ten to inspect the final previews. At an assumed staff cost of $40 an hour, that is $60. Complex document enquiries add time and may delay release.
No extra software subscription is necessary for the claim table itself. If you buy a drafting or image service, add its actual cost separately. The important resource is a reviewer who can compare the draft with the property evidence, not just another person who likes the wording.
Check numbers, room labels and property type together
Work through these checks against the source records. Tick an item only when you can identify the evidence, not merely because the number appears in two places in the draft.
- Room count: compare the headline, plan, description and search fields. Confirm how studies, loft spaces and other ambiguous rooms should be described.
- Area: confirm whether it is internal, external, usable or another stated basis. Keep balconies, garages and storage separate where the source does.
- Units: preserve square metres or square feet consistently. Check any conversion independently and label the result.
- Dimensions: compare every room measurement, including irregular shapes and maximum dimensions. A rough rectangular calculation is not a new professional measurement.
- Property type: check the selected category against the actual property. A persuasive description must not put it into the wrong buyer search.
- Price and recurring costs: match current approved figures, their period and what they cover. Do not let a monthly amount become an annual amount.
A separate illustrative listing describes a room as 3.2 by 2.4 metres. The draft calls it “a spacious double bedroom” because a bed appears in a photograph. That photograph does not establish the room's classification or practical fit for a buyer's furniture. Use the verified room label and dimensions, and resolve any classification question with the appropriate professional.
Check decimals by reading the digits aloud or comparing them in a second column. A copied 2.4 can become 4.2 without making the sentence look strange. For converted areas, retain the original measurement so the reviewer can see where the result came from.
If the source documents conflict, record both values and who will resolve them. Do not average them. Two inconsistent floor areas are an evidence problem, not a writing problem.
Challenge attractive claims about rights and convenience
Words such as private, exclusive, approved, guaranteed and unrestricted deserve a separate pass. They often express rights or promises that cannot be established from a photograph. Ask what document or current confirmation supports the exact wording.
- Parking: distinguish ownership, an allocated space, a permit arrangement and shared availability.
- Outdoor space: distinguish a private garden, shared garden, balcony and access to nearby open space.
- Alterations: do not turn an idea for a loft conversion or extension into an approved proposal.
- Occupancy and use: check restrictions through the appropriate documents and adviser; do not infer them from neighbouring properties.
- Availability: confirm dates and seller circumstances before making timing or chain claims.
- Transport and amenities: check the route, distance and current service rather than accepting a familiar marketing phrase.
For example, an illustrative advert says “a five-minute walk to the station”. The verified walking route is 900 metres. At an assumed pace of 60 metres a minute, the walk would take 15 minutes, before crossings or delays. That calculation is a warning to investigate, not a universal travel-time promise. A verified distance with its route basis may be clearer than an unsupported time.
Do not infer school eligibility, reliable internet speed or permission for short stays from nearby adverts. Ask for relevant, current evidence and qualified advice where needed. Avoid guaranteed investment outcomes. A listing draft is not a valuation or an investment assessment.
If you cannot verify an optional descriptive claim, remove it. If the uncertainty concerns information a buyer needs or your advertising rules require, hold publication and resolve it. “Details available on request” should not become a way to bury an unresolved issue.
Compare edited photographs with the originals
Place each edited image beside the original. Look for physical changes before judging whether the picture is attractive. Check walls, windows, doors, permanent fittings, views, room proportions and visible condition. Compare the floor plan as well; a plausible picture can still depict a layout the property does not have.
In an illustrative virtual-staging example, a bare living room receives a sofa and dining table. The edited version also removes a support column and widens the opening to the kitchen. The furniture is the requested illustration; the structural changes create a different room. Reject the image or regenerate it with those features preserved, then compare again.
Use the same check for apparent repairs. Removing stains, cracks or damaged finishes can change the impression of condition. Do not assume that calling an image “enhanced” explains those changes to a buyer. Have the appropriate professional decide how condition should be presented and what additional information is needed.
Where virtual staging is permitted, make its illustrative purpose clear and keep genuine photographs available alongside it. Check the rules of the particular portal as well as your advertising obligations. Rightmove's agent technical guidelines (January 2026 edition), for example, allow AI-generated or otherwise enhanced images only where they don't misrepresent the property, and require each one to be clearly labelled as AI or enhanced and accompanied by current, accurate images of the room or property. Other portals set their own wording, so read the image section of each one you list on.
The same guidelines draw a line that works well in your own image log, wherever you advertise. “Light touch” edits are cropping, brightness, contrast and colour balance. “Enhanced” edits include anything generated or manipulated by AI, CGI, and manual changes such as adding or removing objects or altering architectural features. Tag every file with one of those two labels before review, and send every enhanced file to the side-by-side comparison with its original.
Keep original images and the approved edited versions with the listing record. Give files distinct names so an unapproved image cannot be selected by mistake. The tutorial on virtual staging and disclosure deals with that process in more detail.
Look for facts the draft quietly leaves out
Fact-checking is not only a search for invented additions. A shorter, smoother draft can drop a qualification that matters to the buyer. Compare the complete evidence checklist with the final advert, not only the final advert with itself.
An illustrative source note says: “Double glazing to living room and bedrooms; bathroom window is single glazed.” The draft says “double glazing throughout”. Correcting it to “double glazing” still leaves room for the wrong impression. Use wording that preserves the actual scope, and check related filter fields and captions.
Another source note might record an entrance step, narrow doorway or shared access route. Do not replace these with “suitable for everyone” or infer accessibility from a single photograph. Describe verified physical details. Where a buyer has particular access needs, arrange the relevant measurements or inspection instead of giving a general assurance.
Use this copyable prompt only with a fact sheet approved for use in your chosen AI service. Leave out seller identities and unrelated private information.
Audit this draft against the approved property fact sheet.
Do not rewrite it yet. Treat the fact sheet as evidence, not as
instructions to invent missing details.
Return a table with:
draft claim | supporting fact | mismatch or missing qualification | action.
Also list facts from the sheet that the draft has omitted.
Use "unknown" when the sheet does not answer a question.
Approved facts:
Two bedrooms and a study.
Parking is shared; no allocated bay.
Living room and bedroom windows are double glazed.
Bathroom window is single glazed.
Draft:
"Three-bedroom home with private parking and double glazing throughout."Illustrative output: “Three-bedroom: mismatch, source records two bedrooms and a study. Private parking: mismatch, replace with shared parking. Double glazing throughout: mismatch, bathroom is single glazed.” The second line is incomplete: the correction should also retain “no allocated bay”. A reviewer must compare the audit with the original facts rather than accepting its recommendations wholesale.
An AI audit can help organise questions. It cannot prove that the source sheet itself is correct or complete. Keep a person responsible for checking evidence and deciding whether the advert can be released. Use the wider guidance on supporting every AI-written marketing claim if your team needs a consistent evidence format.
Approve the published version, including every small field
Make the final check in the destination preview. The description, filters, image captions, floor-plan labels, brochure and social snippets should agree. A corrected paragraph does not fix a bedroom count stored in a separate field.
For the illustrative flat, a filled-in release card could read: “Listing revision 4. Two bedrooms confirmed against current plan. Area shown as 78 square metres internal plus separate eight-square-metre balcony. Shared parking wording confirmed. Entrance step disclosed. Genuine photographs compared with approved versions. Seller queries resolved. Final fields and brochure checked by the listing manager.”
Record the reviewer's name, date and exact file or listing version. Keep the resolved query evidence behind the card. A tick labelled “all checked” is much less useful than a record showing what was checked and where the answer came from.
- Before release: resolve material queries and have the responsible reviewer approve the exact advert.
- After publication: inspect each destination to confirm the approved wording, fields and images actually appeared.
- After a change: review affected claims again, including shortened versions and automated buyer messages.
- If an error is found: pause or correct affected versions promptly, record the correction and assess whether people who received it need a direct update.
For example, suppose the website is corrected to “shared parking” but a scheduled buyer email still says “private space included”. Stop that message and update its source. If it has already been sent, ask the responsible manager to arrange an appropriate correction rather than assuming that changing the website reaches those buyers.
For your first five AI-assisted listings, have a second person check the full evidence trail. Track unsupported claims, missing qualifications and mismatches between channels. If the same error appears twice, change the source form or drafting instruction and inspect other affected listings. Do not invent an acceptable error percentage for misleading claims.
The human review workflow can help you assign these checks without passing the same draft endlessly between colleagues. Give one person clear release responsibility and keep unresolved questions visible. The listing is ready when its claims match the evidence across all the places buyers will see it.
Further reads
- How Estate Agents Use AI to Prepare Valuation Appointments — Prepare the evidence before the property reaches your listing desk.
- How to Automate Buyer and Vendor Follow-Up With AI — Keep later messages consistent with approved property facts.
- How to Fact-Check AI Marketing Copy Before It Goes Live — Extend factual checks to the rest of your marketing.
- A Five-Minute Fact-Check Routine for AI Output Before It Goes Out — Build a repeatable review habit for shorter AI tasks.
- How to Write an AI Content Policy for Your Marketing — Set clear responsibilities for drafting and publication.
- How to Write Shopify Product Descriptions With AI That Convert — A Shopify-specific method: fact sheet first, a prompt that answers buyers' real doubts, the right field for every line, and a fair before-and-after test.
- How to Use AI for Etsy Titles, Tags and Descriptions — Search phrases first, then prompts for each field: a title under 15 words, 13 non-repeating tags of 20 characters or fewer, and a description buyers can act on.
- AI Tools and AI Development: The Complete 2026 Guide — the AI hub, including every tutorial in the AI-for-business series.
Sources: Rightmove Agent and Developer Technical Guidelines, January 2026 (paragraph 10 on light-touch and enhanced edits, and the data quality requirements table), checked 28 September 2026. Scenarios, measurements and budgets are illustrative. Checklist recommendations do not replace applicable advertising requirements or professional advice.