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General Advertising Principles
licensing All advertising must be under the direct supervision of the principal broker and list the firm name and firm telephone number on file with the Commission. The firm name must appear in letters the same size or larger than a licensee's name or any team/group name. Advertising referring to an individual licensee must use their licensed name.
Key Rules
- ✓All advertising must be under direct supervision of the principal broker and list firm name and firm phone number
- ✓Firm name must appear in letters the same size or larger than a licensee's or team's name
- ✓Cannot post a for-sale sign or advertise another licensee's listing without written authorization from owner/agent or listing agent/broker
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False, Misleading, or Deceptive Advertising
licensing No licensee may advertise in a false, misleading, or deceptive manner. Prohibited examples include advertising only the franchise name without the firm name, teams/groups using terms like 'Realty,' 'Company,' 'LLC,' 'Inc.,' 'Associates' that imply independence from the firm, or webpages linking to an unlicensed entity engaged in activities requiring licensure.
Key Rules
- ✓Cannot advertise only the franchise name without the firm name
- ✓Teams/groups cannot use terms (Realty, Company, LLC, Inc., Associates) implying independence from the firm/principal broker
- ✓Cannot have a webpage linking to an unlicensed entity that appears to perform activities requiring licensure
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Scope and Definition of Advertising
licensing All advertising promoting a licensee or the sale/lease of real property must conform to the rule. Advertising includes print, radio, TV, signs, flyers, letterheads, e-mail signatures, websites, social media, and streaming recordings. It excludes promotional items like hats, pens, notepads, t-shirts, name tags, business cards, and charitable event sponsorships. 'Firm name' means the entire licensed firm name or the licensed d/b/a name.
Key Rules
- ✓Advertising includes signs, flyers, letterheads, e-mail signatures, websites, social media, and streaming recordings
- ✓Advertising excludes promotional items (hats, pens, t-shirts, business cards) and charitable/community event sponsorship
- ✓Firm name means the entire licensed firm name or licensed d/b/a name
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Franchise and Cooperative Advertising
licensing A licensee using a franchise trade name or advertising as a cooperative group member must clearly indicate their name, firm name, and firm telephone number (as registered with the Commission) adjacent to specific properties advertised, and on business cards, contracts, or other transaction documents using the franchise name.
Key Rules
- ✓Must indicate name, firm name, and firm phone number adjacent to specific properties when using a franchise/cooperative name
- ✓Franchise trade name on business cards/contracts must include name, firm name, and firm phone number as registered
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Internet and Social Media Advertising
licensing On websites, the firm name and firm phone number must conspicuously appear on each page, and pages displaying outside database listings must state some listings may not belong to the firm. For social media, firm name and phone must be no more than one click away. Listing information must be kept current and accurate (applies to First Generation advertising, not third-party syndication).
Key Rules
- ✓Firm name and phone must conspicuously appear on each website page; outside-database pages need a disclaimer
- ✓Social media firm name and phone must be no more than one click away from the viewable page
- ✓Listing information must be kept current and accurate for First Generation advertising
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Guarantees, Claims, and Offers
disclosures Unsubstantiated selling claims and misleading statements or inferences are strictly prohibited. Any offer, guaranty, or warranty made to induce someone into an agency relationship or contract must be in writing and disclose all pertinent details on its face.
Key Rules
- ✓Unsubstantiated selling claims and misleading statements/inferences are strictly prohibited
- ✓Offers, guaranties, or warranties inducing an agency relationship/contract must be in writing with all pertinent details disclosed