Do you have some confusion about real estate advertising? As agents, it is important that we follow the rules and regulations to avoid hefty fines. But good news! We’ve condensed all of the requirements for you below:
1. HomeSmart Evergreen Realty Logo
According to the NAR Code of Ethics (CE), it is imperative that you include the logo and company name of your brokerage along with the Fair House, REALTOR®, and MLS logo.
2. Agent CalBRE Number
The California Bureau of Real Estate has a regulation which states that agents need to incorporate his or her CalBRE number in the ad. The number can’t be smaller than the smallest font size in the advertisement.
3. Using the term REALTOR®
In your ad, the word “realtor” must be written in all capital letters with the trademark symbol on the right side.
4. Photos from the MLS
HomeSmart Evergreen Realty and the MLS have a policy which states that agents cannot use ANY listing photos on the MLS without the permission of the listing agent. This includes an image of the front of the home. Agents are always welcome to take their own photos for their advertisement.
5. Identifying Yourself
According to the NAR Code of Ethics (CE), a real estate agent needs to identify him or herself as an agent, broker, RE Licensee, or REALTOR®.
6. Neighborhood Market Reports
Before using a neighborhood market report, agents need to check if the property has been opted out. If the status of the listing is Active, Pending, or Back Up, it must have the listing company and listing agent attribution in the same font and color as the main content. Agents should not include confidential information in the report.
7. MLS Information
If you use MLS information in your ad, you must include the following disclaimer: “Based on the information from California Regional Multiple Listing Service, Inc. as of “date the AOR/MLS data was obtained) and/or other sources. All data, including all measurements and calculations of area, is obtained from various sources and has not been, and will not be, verified by broker or MLS. All information should be independently reviewed and verified for accuracy. Properties may or may not be listed by the office/agent presenting the information.”
8. #1 REALTOR®
If you want to use statements such as #1 REALTOR®, etc, you will need to cite and include the resources to substantiate that claim, according to the NAR Code of Ethics (CE). It would best not to use it.
All offering/advertising credits must include the following disclaimer: “All credits, and amounts, are subject to lender approval.” When you advertise “Discounts” or “Free” you must include all terms, conditions, and restrictions to the offering. HomeSmart Evergreen Realty doesn’t allow advertising of commission amounts and advertisements of reduced commissions. Example: “1% Listing” or “Discount Broker”.