Listing Advertising

Guidelines for Advertising Listings Online

The primary issues associated with online listings relate to keeping the online information current and accurate with all marketing sources. Consumers should be able to assume that information they find in an online listing is current and accurate. Online listing information needs to be consistent with the property description and actual status of the listing. Real estate professionals must update material changes to the listing status or property description in a timely manner.

It can be difficult for a broker to effect changes in on-line listings presented by secondary marketing sources. To comply with licensee’s obligations for truthful advertising, the licensee must be able to demonstrate that licensee took all reasonable steps to communicate with and persuade the secondary marketing source to update the listing or transaction information. Real estate professionals should also be aware of the terms and conditions of any secondary marketing sources, like the right of the secondary marketing source to distribute the listing to third party websites.

If real estate professionals want to display listing information from other firms, they must have an agreement with the other firm to do so. DOL recommends that real estate professionals do not display listing information from other firms unless they can ensure current and accurate information.

Key points:

Online listing information should be consistent with the property description and actual status of the listing. When a real estate professional controls a website, they must make updates in a timely manner if there are material changes to the listing status or property description.
When a real estate professional has a website maintained by a third-party, the professional needs to make sure they submit requests in writing to that third-party in a timely manner if there are updates reflecting material changes to the listing status or property description.
When a real estate professional authorizes advertisement of a listing by a secondary marketing source, the professional must maintain proof of all efforts to communicate with and to persuade the secondary marketing source to make necessary changes to the listing information in a timely manner.
As a best practice, real estate professionals should not advertise listings from other firms without written permission and, if given, should not alter the online display or any informational part of the listing without written permission from the listing firm.