Buying or selling a home already comes with a lot of moving parts – and now there’s an added challenge many people do not expect.
Online scams are becoming more convincing, including the use of deepfakes, which can make a message, voice, photo or video seem real when it is not.
The National Association of Realtors has published guidance to help consumers and real estate professionals recognize warning signs and protect themselves during a home sale or purchase. We’re sharing these reminders because safety and trust matter in every part of the process.
A growing threat
Cyber-enabled fraud – the use of the internet or other technology to steal money, data or identity – accounted for $13.7 billion in 2024, according to the latest data released by the FBI’s Internet Crime Complaint Center.
Among cybercrimes, the use of deepfake technology is a growing concern. Deepfake scams increased 40% year over year, according to the 2026 Identity Fraud Report by security firm Entrust.
Entrust defines deepfakes as “realistic, AI-generated fake videos, images or audio recordings that mimic a real person’s likeness.”
Scammers might use deepfake-generated audio or video to impersonate buyers, sellers, real estate agents, real estate lawyers, title agents or other professionals. By pretending to be real people involved in a home sale, criminals can change wiring or money transfer instructions to divert down payments or closing funds to their own bank accounts.
They can also manipulate property photos or virtual tours to hide defects, exaggerate home features or even fabricate nonexistent properties to sell to unsuspecting buyers.
Protecting yourself
To protect yourself in today’s real estate market, experts recommend working with trusted professionals, such as a real estate agent who’s a Realtor, meaning they’re a member of the NAR. Only real estate professionals who are members of the NAR may use the term “Realtor.” Under the NAR’s Code of Ethics, Realtors must work in their clients’ best interests and treat all parties fairly.
Buyers and sellers should also use secure messaging systems or encrypted email services when discussing transactions, rather than relying on free email accounts that can be more vulnerable to fraud.
Caution is especially important when dealing with properties or parties that exist only online.
Experts encourage consumers to avoid entering into deals involving homes they have not seen in person or with buyers or sellers who communicate exclusively through electronic means. Property documents and ownership records should always be independently verified through title companies and other trusted sources, rather than relying solely on digital copies that could potentially be altered.
Security experts also advise asking for multifactor authentication before transferring funds or signing important documents. Many companies now use third-party verification services, such as CertifID, to help confirm identities and reduce the risk of fraud.
Some consumers and businesses are also investing in fraud-detection technology capable of identifying deepfakes by analyzing facial movements in videos, voice inconsistencies and manipulated digital images.
Another layer of protection can come through an owner’s title insurance policy, which can help shield homeowners from forged deeds, fraudulent liens and fake ownership claims.
To verify wiring instructions, always speak with the party receiving the funds by phone using a known number or meet in person. Any urgent change in instructions – whether delivered through an email, audio message or video call – is a red flag.
Reporting suspected scams
If you suspect you might be the target of a deepfake scam during a real estate transaction, experts recommend acting quickly and notifying everyone involved in the deal, including your real estate agent, attorney and title company, so they can take additional precautions and monitor for suspicious activity.
Consumers should also contact local and state law enforcement authorities to report the suspected fraud.
Incidents involving online scams or digital impersonation should also be reported to the FBI Internet Crime Complaint Center, which tracks internet-related crimes and assists with investigations.
The best protection is simple and consistent. Slow down when something feels off, verify identities and wiring instructions using trusted contact information and keep communication within secure channels whenever possible.
If you’re buying or selling a home, work with a local Realtor and a reputable closing partner who will help you confirm details and avoid costly mistakes. Staying alert and following a careful process can help protect both your money and your peace of mind.
Greater Chattanooga Realtors is the voice of real estate in the Chattanooga area. A regional organization with nearly 3,000 members, Greater Chattanooga Realtors is one of some 1,200 local boards and associations of Realtors nationwide that comprise the National Association of Realtors. Greater Chattanooga Realtors services Hamilton and Sequatchie counties in southeast Tennessee and Catoosa, Dade and Walker counties in northwest Georgia. For more information, visit www.gcar.net or call 423 698-8001.