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This course will review the laws and regulations regarding real estate advertising and the licensee. We will also explore the purpose, responsibilities and trends in today’s advertising in order to best assist today’s buyers and sellers promote and locate property
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Real Estate Advertising Compliance and the Law
Jody O’Brien
Methods of Advertising
Buyers
Sellers
Agents
Agents
46% of agents use advertising
Newspapers
Selling
Branding
WHAT IS ADVERTISING TODAY?
Factors to Consider
Market Reach
Frequency
Continuity
MLS
Agent
Consumer
Websites
97% of buyers search the Web National
Realtor.com Zillow
Local Boston.com
Company Can they find you?
Personal Can they find you?
Syndication Sites
On-Line Advertising
• Social Media
• Location Services
• Classified Ad sites
Flyers
Product
Services
Personal
Direct Mail
Mass Mailing
Target Marketing
Purpose of Advertisement
Purpose of Advertisement
Sellers
Ads don’t sell houses…People do!
Purpose of Advertisement
Target Marketing
Who are they?
What do they need?
What do they want?
What do they care about?
WHAT IS IN IT FOR ME?
Discriminatory Advertising
no one can make, print or publish discriminatory ads including those who are exempt Ads that contain words, phrases, symbols or
visuals that indicate a discriminatory preference or limitation.
Ads that selectively use media, human models, logos and locations to indicate an illegal preference or limitation
Refusal to publish ads because of protected class.
Fair Housing and Advertising
Steering Blockbusting Preference Implicit or Implied False Denial of Availability Representing or Enforcing Restrictive
Covenants Redlining
Blind Advertisements 254 CMR 3.00 9 (a) Broker Identification. No
broker may advertise real property to purchase, sell, rent, mortgage or exchange through classified advertisement or otherwise unless he/she affirmatively discloses that he/she is a real estate broker. No broker shall insert advertisements in any advertising publication or other means where only a post office box number, telephone, facsimile, electronic mail number or street address appears. All advertisements shall include the name of the real estate broker.
Blind Advertisements
Print Ads
Signs
Websites Social Media
Article 12
Materials Page #29
SOP 12-5Electronic identification
including tweets SOP 12-8Accurate websites
SOP 12-9State licensing
SOP 12-10Accurate URLs
SOP 12-11Privacy Policy
Inducements
Agents
Consumers
Third Party
Jody O’BrienThe Re/Education Company
Committed to Professionalism in Real Estate through Education
Blogwww.reeducator.wordpress.comPresentationwww.slideshare.net/ReEducationCompanySocial Mediawww.twitter.com/reeducatorwww.youtube.com/msreeducatorwww.facebook.com/reeducatorwww.linkedin.com/in/reeductor
Thank you for Attending
