Whether your advertising is in print, broadcast or online, make sure you are following these basic rules so you don’t violate state law or run afoul of the REALTOR® Code of Ethics.

DO…

  • Be honest and truthful

  • Present a true picture

  • Ensure your status as a real estate professional is readily apparent

  • Disclose any benefit from a third party

  • Offer thorough, advance understanding of all terms and conditions of any offering of premiums, prizes, merchandise discounts, etc. as an inducement to list, sell, purchase or lease property

  • Disclose the name of your real estate firm in a reasonable and readily apparent manner

  • Disclose your status as an owner or landlord

  • Ensure the information on your website is current and include the firm’s name and state(s) of licensure in a reasonable and readily apparent manner

  • Disclose if information gathered via the Internet will be shared or sold

  • Display only professional designations, certifications and other credentials to which you are legitimately entitled

  • Disclose your status as the managing broker, if applicable

DON’T…

  • Be misleading or untruthful

  • Post blind ads

  • Advertise property without authority

  • Quote a price that is different than what was agreed to with the seller or landlord

  • Engage in deceptive or unauthorized framing of real estate brokerage websites

  • Manipulate listings and other content in any way that produces a deceptive or misleading result

  • Deceptively use metatags, keywords, or other devices/methods to direct, drive or divert Internet traffic

  • Present content developed by others without either attribution or permission

  • Use or register URLs or domain names that present less than a true picture

  • Represent a service as free or available at no cost unless you will receive no compensation from any source for that service