Senior writer
For decades, estate agents have used their personal photos in marketing materials – from “For Sale” boards to business cards – to build trust, humanise interactions, and reinforce both individual and agency brands. While this approach has traditionally been effective, the rise of digital technology and social media has introduced new risks, including the potential for identity theft and fraud.
Psychologists and researchers have long studied the role of the human face in decision-making. Studies show that faces—more than names or logos—are incredibly powerful in shaping people’s perceptions of trustworthiness, competence, and even attractiveness. In fact, facial recognition plays a key role in how we process information and make decisions.
As Ueli Rutishauser, PhD, director of the Centre for Neural Science and Medicine at Cedars-Sinai, puts it: “We make a lot of significant decisions based on looking at faces, including whether we trust somebody, whether they’re happy or angry, or whether we’ve seen them before.”
The digital dilemma: when familiar faces become vulnerable
Before the digital age, the practice of displaying your face in marketing materials didn’t raise many concerns. However, the rise of social media and the increasingly sophisticated methods used by identity thieves have made this practice riskier.
Dr Jeffrey Lewis, of MDW Inc. Attorneys, highlights a growing issue: the use of publicly available images in cases of identity theft and online fraud. While names, addresses, and personal identification numbers remain the primary targets of fraudsters, photos—especially those shared on social media—are increasingly used for criminal activity.
“Photographs posted on social media are one of the most common sources of information for identity thieves,” Dr Lewis explains. “These images can reveal a wealth of personal details—your interests, location, birthday, children’s names, pets, and more. Such information can be used to crack passwords or create convincing fake profiles for fraudulent activities.”
While hacked databases and compromised personal information are often the primary sources for fraudsters, public-facing photos—whether from social media or marketing materials—can still play a role in scams. Dr Lewis notes, “Although photos themselves are not usually the main method of identity theft, they can be part of the broader picture, especially when they’re used in combination with other personal information.”
Deepfakes and digital deception: a growing concern
The rise of artificial intelligence (AI) has added another layer of complexity. With advanced technologies like deepfakes, it is now easier than ever to manipulate photos and videos. This creates the potential for malicious actors to fabricate endorsements or promotions that appear to be from real individuals, especially well-known personalities or local celebrities.
“AI-powered tools can make it appear as if someone is endorsing a product or service they’ve never even seen,” says Dr Lewis. “This is especially dangerous for estate agents and others in the public eye who rely on personal branding to build trust.”
While Dr Lewis has yet to encounter a case in which a photograph from a business card was directly used in fraud, he emphasises that any publicly accessible image, whether posted on social media or displayed in marketing materials, can be exploited for nefarious purposes.
Estate agents and personal branding: a delicate balance
Historically, estate agents have been among the most visible professionals, often using their photos as a key component of their marketing strategy. This has been a fundamental aspect of building trust with clients. In fact, for many agents, their image is just as important as the properties they’re selling.
“Real estate agents, more than most professions, rely on their personal integrity and character to sell properties. Their identity is often tied directly to their success,” Dr Lewis explains. “To promote that identity, they need to put their faces out there, whether on signage, business cards, or online.”
But in today’s digital landscape, the stakes are higher. While the visibility of an agent’s face is still important for personal branding, the risks of misuse have grown significantly.
Taking Action: What to Do if You Suspect Your Image is Being Used Fraudulently
If you believe your image has been used illegally or fraudulently—whether in a scam or identity theft case—Dr Lewis stresses that immediate action is crucial.
“Reporting the matter to the South African Police Service (SAPS) is the first step. If you suspect a crime has been committed, filing a report will trigger an official investigation,” Dr Lewis advises. “Once a charge is laid, the police will open a docket and begin investigating the issue. They may not immediately pursue formal charges, but they will continue gathering evidence, which will be sent to the public prosecutor for further review.”
In the digital age, protecting your image is just as important as protecting your personal data. Dr Lewis recommends that anyone who suspects their photo has been used fraudulently take screenshots or download online evidence, as perpetrators may attempt to delete traces of their actions. Ensuring that all available evidence is stored securely will help support the investigation and potential prosecution.
As technology continues to evolve, estate agents—and anyone else who puts their image out there—must be vigilant about the risks of identity theft and digital fraud. While your face can be an essential tool for building trust and promoting your brand, it also requires careful consideration in today’s interconnected world.
