Real estate

Fake rental ads: how to recognize them and rent an apartment more safely

28-07-2026 / Regent Split

Summary

Fake rental ads often attract attention with attractive prices, quality photos, and a demand for quick payment. Before payment, it is necessary to verify the advertiser, view the property, and determine who is authorized to conclude the contract. Special caution is needed when the same property appears with different prices or contacts. A written contract, a verifiable payee, and clearly agreed-upon terms are the foundation of a safer rental process.

Key facts

An unusually favorable price requires additional verification, but in itself is not proof of fraud.
Professional photos are not a sign of a fake advertisement; the problem arises when they are copied or do not depict the property being offered.
The age of a social media profile is only a supporting indicator and cannot replace identity and authorization verification.
Payment should not be made before verifying the property, the recipient of the money, and a written document specifying the purpose and conditions of the payment.
The person showing the apartment should be the owner or have credible authorization from the owner.
An apartment rental agreement and a property rental agreement are concluded in writing.
The details of the person signing the contract should match the details of the payment recipient, or any difference must be clearly documented.
Pressure, rushing, and avoiding concrete answers are important signs for additional caution.

Apartments for rent today are found on specialized real estate portals, social networks, in thematic groups, through communication applications, and via agencies. The large number of available channels speeds up the search but, at the same time, allows copied, inaccurate, or completely fake ads to be published and spread in a very short time. According to warnings from police departments, cases have been recorded where interested individuals paid an advance for an apartment that was not for rent or to a person who was not authorized to manage the property. In some cases, the ad was found on a social network, and communication ceased immediately after payment. That's why it's more important to verify the process and the person offering the apartment than to rely on the impression the ad itself leaves.

This guide explains how to recognize warning signs, verify photos and advertisers, approach viewings more safely, and act if you suspect fraud.

How fake ads are created and why they seem convincing
Most common warning signs
Copied photos, visualizations, and falsely represented properties
How to search for an apartment more safely on portals and social networks
How to verify an ad, advertiser, and property before payment
What to do in case of suspicion or fraud
How Regent Real Estate Agency can help you
Frequently Asked Questions
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1. How fake ads are created and why they seem convincing

The search for an apartment largely takes place online. An ad can be published in a few minutes, shared in multiple groups, and sent to a large number of interested individuals before the platform or users notice irregularities. Scammers often use real photos, well-known locations, and descriptions taken from existing ads.

Such ads most often target a sense of urgency. The interested person is told that there are many other candidates, that the owner is currently not in Croatia, or that the apartment can only be reserved with a quick payment. When an offer seems exceptionally favorable, the user might overlook inconsistencies that they would otherwise notice.

An example would be a fully furnished 80 m² apartment in the center of Zagreb, with a garage and new furniture, advertised at a price significantly lower than comparable apartments. A low price can have a legitimate reason, but that reason must be clearly explainable and verifiable. If a favorable price simultaneously appears with a refusal to view, an unclear advertiser identity, and a demand for urgent payment, the risk is significantly higher.

Professional tip: The more an advertiser rushes you, the more time you should give yourself for verification. A reliable landlord can explain the rental terms, show the property, and allow you to read the contract before payment.

2. Most common warning signs

There isn't a single detail that automatically confirms an ad is fake. The absence of a full address, an owner living in another city, or a large number of ads on the same profile can have a completely legitimate explanation. The reason for caution is most often a combination of several unusual circumstances.

Additional verification is required for an ad where the advertiser refuses to provide even an approximate location, changes information during communication, doesn't want to talk on the phone or via video call, doesn't allow viewings, requests payment to a third party's account, or gives unclear answers about rent, deposit, utilities, and lease duration.

10 signs that you should abandon an ad

The price is significantly lower than comparable properties, and the advertiser does not provide a convincing explanation
Payment is requested before verifying the property, person, and refund conditions
The advertiser refuses to show the apartment or organize a video call from the property
Does not want to talk on the phone and insists exclusively on written communication
The same photos appear in other ads with different prices, locations, or contacts
The ad lacks clear basic information, and the location or description changes during the conversation
The person creates pressure and claims you must pay immediately to avoid losing the apartment
Rent, deposit, or other terms change after the first contact
The advertiser does not want to provide a draft contract or explain who will sign it
Gives unclear or contradictory answers to the same questions

Professional photos, a hidden full address, or a large number of ads from one profile are not in themselves a sign of fraud. Agencies and professional property managers regularly advertise multiple properties, and owners sometimes do not publish the full address for privacy reasons. It is important to determine whether the person is acting as an owner, authorized representative, or agent, and whether their details can be verified.

Professional tip: Do not evaluate an ad based on how much you like the apartment, but on how much information you can independently verify.

3. Copied photos, visualizations, and falsely represented properties

A fake ad does not necessarily have to show a non-existent property. A common pattern is to take photos and descriptions of a real apartment that is already being advertised by the owner, a portal, or an agency. The copy is then published with a different contact, a lower price, or a modified location.

If you notice the same property in multiple places, compare the price, location details, order of photos, description, and contact information. An ad previously published on an agency's official website or a verified profile can help identify the original advertiser. Photos can also be checked using online image search tools.

Pay special attention to architectural visualizations, digitally enhanced photos, and images generated by artificial intelligence. These are not problematic when clearly labeled and used to display planned designs or projects. The problem arises when they are presented as photos of a real, completed apartment or when they show a space that is not for rent at all.

An additional photo taken at your request or a live video call often provides more information than a large number of pre-prepared photos. You can ask the person to show a specific room, the view from a window, or a detail visible in the ad. However, even such a check does not replace a physical viewing and verifying the authorization to rent.

Professional tip: If you find the same apartment with different prices and contacts, contact the original advertiser using the information published on their official website, not through the number listed in the suspicious copy of the ad.

4. How to search for an apartment more safely on portals and social networks

Social networks and thematic groups are an important channel for finding apartments. Many owners successfully find tenants through them, so the mere fact that an ad is published on Facebook, Marketplace, Instagram, or another platform does not mean it is a scam.

The difference is that the level of identity verification for advertisers and content varies among platforms. Therefore, the same rules should apply regardless of whether you found the ad on a specialized portal, social network, communication app, or through a recommendation.

Profile age, photos, previous posts, and comments from other users can be useful auxiliary indicators, but they are not proof of identity. An old profile can be taken over or misused, and a new profile can belong to a real owner. It is crucial to verify the person's full name, the capacity in which they are acting, their relationship with the owner, the details in the contract, and the recipient of the payment.

If a profile publishes a large number of different properties, check if it represents an agency or a professional property manager. The company name, official email domain, phone number, and the ad in question should be verifiable on the official website. With a verified agency, you can additionally review the current offer on its official channels.

Regardless of the channel, do not open suspicious links for alleged identity confirmation or payment, do not send bank card details, and do not let moving communication to another app reduce your caution. Save the ad link and basic communication until the rental process is complete.

Professional tip: If the person immediately tries to switch you to another application, insists on a quick payment, or avoids specific questions about the property, stop and conduct an additional check before continuing communication.

5. How to verify an ad, advertiser, and property before payment

Before arranging a viewing
First, compare the price with other apartments of similar location, size, condition, floor, and equipment. A large difference is not proof of fraud, but it requires a reasonable explanation. Talk on the phone, ask for additional information, and ask specific questions about the layout, heating, utilities, deposit, lease duration, and move-in date. Do not send a complete copy of your ID to an unknown or unverified person. The Personal Data Protection Agency states that requesting an ID copy must have a legitimate purpose and legal basis, and that the person must receive information about the processing of their data.

During the viewing
Verify whether the apartment matches the photos, size, and description. Confirm the amount of rent, deposit, utilities, lease duration, move-in date, included parking or storage, possibility of keeping pets, and a list of equipment remaining in the apartment.

Ask who the owner is and who will be named in the contract. If another person is showing the property, ask for an explanation of their relationship with the owner and appropriate authorization. The mere fact that a person was able to open and show the apartment is not conclusive proof that they are allowed to rent it.

During the viewing, note any observed deficiencies and agreed-upon conditions. Take detailed photos of the condition, equipment, and meters with the consent of the other party during the official handover and attach them to the handover protocol.

Verification of ownership and authorization
If you have the cadastral municipality and parcel number or land registry entry, you can verify the information through the public system Uređena zemlja (Organized Land). The postal address itself may not always be sufficient to find the corresponding entry, so you can ask the advertiser for information that allows verification.

Compare the owner's name, the name of the person signing the contract, and the name of the payment recipient. If they are different individuals, the difference must be clearly explained and documented, for example, with a valid power of attorney or other proof of authorization.

Before signing and paying
Do not make a payment until you have verified the property, the identity and authorization of the person offering it, and received a written document clearly stating the purpose of the payment, refund conditions, and recipient's details. A legitimate reservation process may involve payment, but only once the parties, property, and terms are clearly established.

A residential lease agreement is concluded in writing according to Article 4 of the Law on Residential Leases, and Article 5 specifies its key components. Article 552 of the Law on Obligations also prescribes the written form for real estate lease agreements. Read more about contracts, deposits, utilities, and the rights of contracting parties in Regent guides Renting an apartment in Croatia: what you need to know before signing a contract and How to correctly draft a residential lease agreement.

Safe order of the rental process

Find the ad and compare it with other offers
Check the contact, profile, and other ads of the person or agency
Talk on the phone and ask specific questions
Arrange a viewing of the property
Verify the person's identity and their connection to the property
Agree on rent, deposit, utilities, and lease duration
Request a draft contract and read it carefully
Sign the written contract
Make the agreed payment to a verifiable recipient
Draft a handover protocol and take the keys

Professional tip: The contract must clearly state the deposit amount, its purpose, when it is returned, and under what conditions it can be withheld. The recipient of the payment and the person authorized to conclude the contract must be verifiable.

6. What to do in case of suspicion or fraud

If you suspect that an ad is not authentic, stop further payments, but do not delete communication. Save the link and screenshots of the ad, photos, username, phone number, email address, messages, account details, payment confirmation, contract, and all other documents.

Immediately contact your bank and explain what happened. If payment was made by card, ask the card issuer for information on the possibility of initiating a chargeback. The Croatian National Bank explains that chargeback is a card payment refund process, not an automatic legal right. If money was sent by bank transfer, immediately ask the bank to check if the transaction can be stopped or revoked, although a refund is not guaranteed.

Report suspicious ads to the platform where they were published. If there are elements of fraud or you have already suffered damage, inform the police. The Ministry of Interior states that the police can be contacted at 192 or through the nearest police station, and a report can also be submitted in writing. Do not continue communication to try and expose the person yourself. Preserving evidence and promptly reporting to the bank, platform, and police are more useful than entering into further agreements with a person you suspect is trying to defraud you.

Professional tip: After a suspicious payment, speed is important. Immediately save evidence, contact the bank, and report the case to the authorities.

Frequently Asked Questions (FAQ)

How can I identify a fake rental ad?
The most common warning signs are an unusually favorable price without a clear explanation, refusal to view, a request for payment before verification, unclear information about the person and property, and pressure to make a decision immediately. No single sign independently proves fraud, but their combination requires additional verification.

Should I pay a deposit before viewing?
You should not make a payment until you have verified the property, the identity and authorization of the person offering it, and received a written document clearly stating the purpose of the payment, recipient's details, and refund conditions. A legitimate reservation process may involve payment, but only after verifying all key elements.

How can I verify photos from an ad?
You can verify photos using online image search tools and compare them with other ads. Pay attention to different contacts, prices, and locations, as well as inconsistencies between photos and descriptions. An additional photo or live video call is useful, but it does not replace a physical viewing and verifying authorization.

Are social media ads safe?
Many reputable owners and agencies publish ads on social media. Since the level of identity and content verification varies among platforms, the same checks should be applied as with any other channel: verify the person, property, terms, and payment recipient.

Should I sign a lease agreement?
Yes. The Law on Residential Leases and the Law on Obligations prescribe the written form for residential or real estate lease agreements. The contract should clearly define the contracting parties, the property, rent, costs, lease duration, deposit, and other rights and obligations.