I always offer them the choice of small deposit (and often I accept just £10 voucher, depending on my gut instinct and distance from me) or proof of address.
I stress that it's their choice, so they can't accuse me of conning them.
Once in a blue moon when all else has failed, I accept a photo of their open front door with the number showing..
You'd be surprised how many simply show just the door number - missing the point entirely
Like English Green said, for me it's to prevent fake Outcalls and also they have 'invested' something into the arrangement and are less likely to cancel I think
I do get caught out sometimes, usually when I am already out in my car and too rushed to wait for details.
It makes me absolutely bloody livid, so I try to avoid getting caught out