Understanding the rules of real estate advertising: Key standards for REALTORS®
To be successful, REALTORS® need to understand their professional, legal, and ethical requirements when advertising their services or their clients’ properties.
Here's an overview of the key principles and rules every REALTOR® needs to know.
What rules cover advertising?
Your association has two sets of rules covering advertising:
- Rules of Cooperation, Section 8
- The REALTOR® Code, Articles 13, 14, and 15
Regulations from outside of your association
Realtors must also follow advertising rules laid out by other regulators and government entities:
Core principles for advertising
While these rules and regulations come from multiple sources, they essentially boil down to a core set of principles:
1. Be truthful and respectful
Your ads should attract attention without misleading potential clients. Misrepresentation damages trust and could lead to regulatory penalties. You should also pay attention to your messaging – being provocative can gather attention, but it can also impact the reputation of our profession and violate our rules.
2. Be accurate
Provide clear, factual information. If you make a quantifiable claim (e.g., "Top real estate salesperson in the city"), back it up with specifics including the time frame, geographical scope, and data source.
3. Honour your promises
If your ad includes a promise, you must deliver on it. Any exceptions should be clearly stated in the advertisement. Simply directing people to your website for details is insufficient.
4. Respect listings and sales
Do not advertise another member’s listings or sales unless you have explicit permission. Exceptions include:
- MLS® Reciprocity Internet Websites
- Virtual Office Websites (VOW)
- Information that's publicly available through a government registry
- Buyer-agent ads like “I just sold this property”
5. Properly display brokerage information
Both GVR and the BCFSA require the name of your brokerage in all advertisements. A franchise name alone is not enough.
6. Respect trademarks
Use industry trademarks correctly, including:
- REALTOR®
- REALTORS®
- Multiple Listing Service® (MLS®)
- MLS®
7. Medallion and President’s Club guidelines
If you have qualified for these prestigious clubs, ensure your ad states the specific years of qualification.
8. Use your own current and accurate visuals
Ensure your imagery is up-to-date and that you respect your brokerage's branding guidelines, including logos and colors. Use photos and other assets you have the right to use.