This Should be at the Top of Your New Year’s Resolutions!

Photo Credit: Doug McConnell at OM Media

Another year has come and gone.  As we ring in the New Year, the traditional classic “Auld Lang Syne” is a reminder to consider the past but to also look ahead to the future and create resolutions. 

Remember in days gone past when listing a property for sale was as simple as putting a For Sale sign in the yard and waiting for potential buyers to drive by? Today, buyers, sellers, and agents can share listings with just the click of a button. Social media and other online platforms provide a faster, more far-reaching channel to sell homes than traditional real estate marketing. 

At OM Media, at the top of our New Year’s resolutions is our commitment to helping you showcase your real estate listings with high-quality photos, video home tours, home staging applications, and social media management to creatively market yourself, your brand, and your properties.  We provide the keys to your success that lead to passing on the keys to homes your buyers can envision themselves in!

Whether you are a newly licensed agent or a seasoned realtor, staying on top of national and state real estate advertising and marketing rules in this ever-evolving industry is also essential to that success.  In recent years, particularly with the explosion of the internet, lawmakers and regulators have increased their focus on consumer protection.

For every online advertisement and social media post you share, how you market or advertise yourself, your services and your listings is regulated by a variety of real estate organizations and local governments. These advertising and marketing guidelines vary by location and change over time.  That’s why staying up to date on the rules and best practices you need to follow should be at the top of your New Year’s resolutions to avoid the risk of warnings, violations, fines – or even potential license suspensions!

One Vital Key to Success is Knowledge

Each state has its own regulations for real estate and is often the governing body where you were officially licensed as a real estate agent by your state. This varies by state, but for example, here in Pennsylvania, the PA Department of State oversees the PA Real Estate Commission, which educates and regulates real estate licensees.  For the purposes of marketing real estate listings, we’ve focused on the guidelines for advertising in this article.

PA Code § 35.305 Business Name on Advertisements sets forth the requirements for how your agent and broker information must be displayed on advertisements.  Specifically, it states that on all advertising materials, in addition to the agent’s name and telephone, the name and telephone number of the broker, and the broker’s information must be included and be at least equal or greater size to the agent's name and phone number.

This means that ALL advertisements (including videos) for online, email, and websites use must comply with Section 305 of the regulations.  Failure to adhere to these guidelines may result in hefty penalties! So, resolve to always include these three important rules when advertising your listings:

1. Be sure to use your name as you have it registered on your license.

2. If you do not use the actual agency logo, you must type it out as stated on the logo.

3. Ads must include name and telephone number of the broker, and the broker’s information must be at least equal or greater size to the agent’'s information.

Additional Resources

Another valuable resource is the National Association of Realtors (NAR).  If you're a REALTOR® and member of the National Association of REALTORS®, add their website to the top of your list of references. Keep in mind that while many use 'REALTOR®' and 'real estate agent' interchangeably, REALTOR® is a trademarked word can only be used by members of the National Association of REALTORS®. Their website has an entire section on logos and trademark usage, as well as their NAR Internet Advertising Policy  that outlines their online, website, and email marketing guidelines pertaining to advertising listings from outside brokerages.

Don’t forget your brokerage or brand guidelines.  In addition to knowing and reviewing the guidelines for the governing bodies that set your real estate advertising rules & guidelines, don't forget to check in with your brokerage or brand. Your brokerage might have its own specific rules about how you advertise your listings, and any other brand and advertising guidelines you need to follow.

As always, the team at OM Media is here to help you navigate the challenges of marketing your real estate listings and we wish you much success and prosperity in 2023!

Photo Credit: Keith Conrey at OM Media