Advertising
IMPORTANT REMINDER
Effective July 1, 2009, all real estate licensees must disclose their real estate license number on all point of first contact materials and purchase contracts. SB 1461 states a licensee must disclose his/her license identification number on purchase contracts, business cards, stationery, advertising fliers and other materials designed to solicit the creation of a professional relationship between the licensee and a consumer. The bill does exclude an advertisement in print on electronic media and "For Sale" signs or specified classified rental advertisements.
Your DRE number will be added to all Client Reports on Tempo and WyldFyre. Since the DRE number is part of your membership record, you will not have to enter the number each time.
Click here for a copy of SB 1461.
Advertising rules can be confusing!
Click here to download SRAR's Advertising Guidelines.
Below are a few more simple recommendations to help you avoid advertising violations:
INTERNET ADS
Do's
OK to list active listings of other agents on IDX websites -- Verify that the website is IDX, refer to MLS Rules.
Bear in mind that rules governing internet advertising differ from those governing other forms of advertising.
Keep website data current.
Don'ts
May not present another Broker's active listings on non-IDX websites without prior written consent of listing agent (i.e.) Craig's List, Zillow, etc.
NON-INTERNET ADS
Do's
Must indicate time period covered (i.e.) "Nov-Dec, 2006" not "last 2 months".
Must state if info is taken from MLS.
Must have written consent from agents to advertise active or pending listings of other agents.
Don'ts
Once written consent has been obtained, don't present another agent's actives, pendings, or solds without a clearly stated disclaimer to indicate they are not your own listings.
Don't print any disclaimer in typeface less than 9 pt size type.
FARMING MATERIALS
Do's
Educate any hired distributors. (See "Don't" below)
Don'ts
Don't leave materials on property with a lock box or "For Sale" sign.
Don't leave any materials on or in a mail box (per postal regulations).
FLYERS AND MAILERS
Do's
Always include firm name, and first and last names of agents
Verify expired listing has not been relisted before sending advertising.
Mass mailer with disclaimer on - "if listed with another agent, etc."
Don'ts
Single out particular listings that have expired (may have relisted).
List sales that are years out-of-date as to imply recent sales.
Inaccurately describe listed property (i.e.) excessive puffing, false claims, half truths.
NEWSPAPER ADS
Do's
Per Code of Ethics, must have licensee status and firm name in printed ad material.
Don'ts
Advertise implying you are a principal when an agent ad.
BUSINESS CARDS
Do's
Must indicate licensee status and name of firm.
Must be connected with firm on card.
|
