Are you advertising right?

Advertising is a key to every business and real estate is no different. Advertising includes: print, radio, television, electronic media or publications on the Internet (including websites and social media sites). With the evolving technology advertising has also changed drastically to communicate efefctively with the new tech savvy customer. According to the 2015 RECO annual report, 14 per cent of complaints they received are related to advertising. 

So to help you all do it right here are a few changes in advertising that you should be aware of as a real estate professional. It's nothing too complicated just minor easy to follow things which can be done if you a re a little vigilant and prompt. 

What are the Minimum Requirements? 

First, the name of the registrant must be the same name as used when registered with the Real Estate Council of Ontario (RECO). Second, the registrant must include his/her registration status. Namely, if he/she is a salesperson, broker, or broker of record. Third, the name of the real estate company appearing in an advertisement must be accompanied by the word “brokerage.”


If a salesperson or broker is identified, the applicable description must be used:
broker of record
real estate broker of record
• broker
• real estate broker
• salesperson
• real estate salesperson
• sales representative
• real estate sales representative or the French equivalents

Avoiding the Prohibited Content: Are all statements factually correct, accurate and verifiable? You must say what you mean, and mean what you say.

  • Is all text clearly legible by the intended audience?
  • If a comparative claim is made, has the basis of the claim or other information been included to avoid misleading the audience?
  • If a statement regarding business volume or trading activity is made, has sufficient information been included to avoid misleading the audience or otherwise appearing to be inaccurate?
  • If a promise or offer is made, have any conditions or limitations been identified?
  • If the conditions or limitations are not spelled out, is information provided about where to obtain the complete conditions or limitations?
  • If an honour or award is mentioned, has the source, date or other information been included to avoid misleading the audience or otherwise appearing to be inaccurate? If it is a team award, is that fact and the size of the team evident?
  • Don’t use words or terms to describe a brokerage, broker or salesperson that could be confused with the applicable descriptions noted within this document.
  • Don’t include anything, such as images or text, that could be used to identify a specific property, unless written consent of the owner has been obtained.
  • Don’t include anything that could be used to identify a party to a transaction, unless written consent from that party has been obtained.
  • Don’t include anything that could be used to determine the contents of an agreement, unless written consent from all parties has been obtained.

 

Click Here to View advertising check list from RECO 

 

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