ARELLO Guidelines for Online Marketing
Keep It Ethical
Be sure that your professional status and your status as a REALTOR are clearly identified in all advertising. —Article 12
The Association of Real Estate License Law Officials has forumated guidelines for real estate practitioners marketing property online. Here are some highlights from their 2009 recommended guidelines release:
- Promotions should disclose the company name, the city and state of the company’s main office, and the states and provinces in which the company holds brokerage licenses.
- Disclosure messages should be included in every separate electronic unit—e-mail messages, bulletin boards, Web pages. Banner ads should link to a Web page with a disclosure message.
- If communications carried out through any social networks concern trading in real estate, then disclosure messages, just like those used for any electronic communication, should be included.
- Online listing information should be consistent with the property description and the actual facts about the property. Any changes in that information should be updated in a timely manner. If the ability to make changes is controlled by a third party, it should be notified in writing of the change and requested to make needed alterations.
- All listings should include information on when the listing was last updated.
- When advertising other licensed entities, always obtain written permission and take care not to alter the display of the listing or any information contained therein unless written consent was given to do so.
- The name of the brokerage must appear on all public advertisements related to trading real estate.
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