Marketing is one of the keys to a successful real estate sales career. In these tough times, those agents that survive tend to find new, creative ways to market their services. However, as we change our marketing practices, the laws and ethical codes that govern our profession stay constant. My question is; what legal burdens do we face while advertising ourselves as Realtors? What are the consequences for improper advertising?
What I Have Seen
Recently, I have seen some questionable advertising materials. One example is by an agent who has been placing what appears to be a deposit check at the door of potential sellers. The agent offers to purchase the potential client’s property and explicitly state’s that he is not an attorney or “mortgage person.” However, the agent does not mention that he is a DRE licensee.
In another questionable advertisement, an agent takes credit for having helped close certain transactions. However, she was never the listing agent or the selling agent. Rather, she acted as the referring agent in each of the transactions.
Finally, I recently came across an advertisement from an agent that is meant for other real estate agents. This agent uses common domain registry sites, like godaddy.com, to register domain names which are made up of trademarks from local real estate brokerages – for example, AlainPinelSanJose.com or InteroAlmadenValley.com. The agent overtly states that other Realtors can purchase the rights to the web addresses from him directly, and then reap the benefits when misguided people happen to type the addresses into their browser and get redirected to the domain owner’s personal page.
The National Association of Realtors Code of Ethics and Standard Practices
Realtors are subject to the jurisdiction of NAR and its local subsidiaries. As such, the NAR code of ethics is binding on most licensees and NAR can fine and discipline members for breaches. Article 12 of the NAR code addresses advertising and it states:
“REALTORS® shall ensure that their status as real estate professionals is readily apparent in their advertising, marketing, and other representations, and that the recipients of all real estate communications are, or have been, notified that those communications are from a real estate professional.”
This means that a Realtor is in breach of Article 12 as soon as the Realtor contacts a potential property buyer or seller and fails to disclose the Realtor’s status as a licensee. It does not matter whether the Realtor was intentionally dishonest, mind you. Rather, all that matters is that the licensee neglected to mention that he or she has a real estate license.
Consider the first example of questionable advertising that was mentioned above. An agent is placing purchase offers and deposit checks on the doorsteps of potential clients. The agent is not mentioning that he is licensed to sell real estate. Apparently, the agent believes that he is covered so long as he mentions that he is neither an attorney or mortgage broker. Not correct. This agent has a duty to disclose that he is a real estate professional. Thus, this agent may face a substantial fine for each occurrence, as well as probation and DRE action against his license.
Article 12-7 states:
“Only REALTORS® who participated in the transaction as the listing broker or cooperating broker (selling broker) may claim to have “sold” the property.”
When considering this rule along with the second example of questionable advertising listed above, it is unclear whether the agent is in direct breach by claiming that her referrals constitute “involvement” in the transactions. However, when we consider that these rules defer to the subjective understandings of our lay clients, it becomes clear that the agent is probably engaging in the same activity that this rule means to prevent. If a client would reasonably believe that this referral agent somehow got the same experience as a listing or selling agent by her role as referring agent, then the client is mislead and the referring agent has breached the rules. Certainly, referring agents are not material to the transaction and giving referrals should not be construed as gaining transactional experience. Therefore, this agent is probably in breach of her ethical duties.
Lastly, Article 12-10 states:
“REALTORS®’ obligation to present a true picture in their advertising and representations to the public includes the URLs and domain names they use, and prohibits REALTORS® from:
1. engaging in deceptive or unauthorized framing of real estate brokerage websites;
2. manipulating (e.g., presenting content developed by others) listing content in any way that produces a deceptive or misleading result; or
3. deceptively using metatags, keywords or other devices/methods to direct, drive, or divert Internet traffic, or to otherwise mislead consumers. “
This means that Realtors can never establish websites or domain addresses that are meant to mislead and divert traffic away from another brokerage. As such, both the Realtor that is selling domain names, as well as any and all Realtors that purchase and use those domain names, are breaching this rule and face fines and discipline.
The Law
One must also consider the California Business and Professions Code and Federal Trademark law. The Cal. BPC requires that agents not use fraud or “trickery” to procure clients. Trademark/Intellectual Property law has evolved to disallow “cyber-squatting,” where people misuse trademarks in domain names in order to divert traffic for financial gain.
Ultimately, what constitutes “trickery” or “cyber-squatting” is up to a judge and jury. However, when all is said and done, these laws intend to punish dishonesty. So, when an agent finds a creative way to word his resume, or solicit a phone call, or divert a web surfer, he/she may be acting illegally.
To sum up, advertising is an important part of any agent’s job. To be successful, agents must market their services and expand their spheres. However, our ethical duties require a genuine attempt to be transparent. Making a sham offer on a home without disclosing your role as a Realtor is not transparent. Misrepresenting your experience by claiming “involvement” in a transaction simply because you were paid a referral is not transparent. Creating websites that use trademarked brokerage names and then selling those sites, or using those sites to divert traffic from brokerages, is not transparent. Remember, the NAR Code of Ethics is binding on all Realtors and breaching these rules carries fines and possible discipline. Also, most acts of dishonesty are illegal. So keep that in mind when you market yourself. Ultimately, this profession is centered on advertising – but the fate of our individual careers rests on whether or not we advertise correctly.