Advertising Listings on Facebook

In the state of Tennessee, agents must be sure to follow the laws and rules of the Tennessee Real Estate Commission in all advertising. Those who are REALTORS must also remember that they are required to follow the REALTOR Code of Ethics.

• Rules of the Tennessee Real Estate Commission 1260-02-.12
  This rule requires the inclusion of the company's name and telephone number in ALL advertising. Advertising must also be under the direct supervision of the Principle Broker of the firm. On Facebook, it is very easy to forget these items when you can easily throw a blurb about a listing into a status update. Click here to view the rule as it appears as of 04/11/2010.
  
• REALTOR Code of Ethics Article 12
  • REALTORS® shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations. 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. (Amended 1/08)
  • Standard of Practice 12-1
    REALTORS® may use the term “free” and similar terms in their advertising and in other representations provided that all terms governing availability of the offered product or service are clearly disclosed at the same time. (Amended 1/97)
  • Standard of Practice 12-2
    REALTORS® may represent their services as “free” or without cost even if they expect to receive compensation from a source other than their client provided that the potential for the REALTOR® to obtain a benefit from a third party is clearly disclosed at the same time. (Amended 1/97)
  • Standard of Practice 12-3
    The offering of premiums, prizes, merchandise discounts or other inducements to list, sell, purchase, or lease is not, in itself, unethical even if receipt of the benefit is contingent on listing, selling, purchasing, or leasing through the REALTOR® making the offer. However, REALTORS® must exercise care and candor in any such advertising or other public or private representations so that any party interested in receiving or otherwise benefiting from the REALTOR®’s offer will have clear, thorough, advance understanding of all the terms and conditions of the offer. The offering of any inducements to do business is subject to the limitations and restrictions of state law and the ethical obligations established by any applicable Standard of Practice. (Amended 1/95)
  • Standard of Practice 12-4
    REALTORS® shall not offer for sale/lease or advertise property without authority. When acting as listing brokers or as subagents, REALTORS® shall not quote a price different from that agreed upon with the seller/landlord. (Amended 1/93)
  • Standard of Practice 12-5
    REALTORS® shall not advertise nor permit any person employed by or affiliated with them to advertise real estate services or listed property in any medium (e.g., electronically, print, radio, television, etc.) without disclosing the name of that REALTOR®'s firm in a reasonable and readily apparent manner. (Adopted 11/86, Amended 1/10)
  • Standard of Practice 12-6
    REALTORS®, when advertising unlisted real property for sale/lease in which they have an ownership interest, shall disclose their status as both owners/landlords and as REALTORS® or real estate licensees. (Amended 1/93)
  • Standard of Practice 12-7
    Only REALTORS® who participated in the transaction as the listing broker or cooperating broker (selling broker) may claim to have “sold” the property. Prior to closing, a cooperating broker may post a “sold” sign only with the consent of the listing broker. (Amended 1/96)
  • Standard of Practice 12-8
    The obligation to present a true picture in representations to the public includes information presented, provided, or displayed on REALTORS®’ websites. REALTORS® shall use reasonable efforts to ensure that information on their websites is current. When it becomes apparent that information on a REALTOR®’s website is no longer current or accurate, REALTORS® shall promptly take corrective action. (Adopted 1/07)
  • Standard of Practice 12-9
    REALTOR® firm websites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner. Websites of REALTORS® and non-member licensees affiliated with a REALTOR® firm shall disclose the firm’s name and that REALTOR®’s or non-member licensee’s state(s) of licensure in a reasonable and readily apparent manner. (Adopted 1/07)
  • Standard of Practice 12-10
    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: engaging in deceptive or unauthorized framing of real estate brokerage websites; manipulating (e.g., presenting content developed by others) listing content in any way that produces a deceptive or misleading result; or deceptively using metatags, keywords or other devices/methods to direct, drive, or divert Internet traffic, or to otherwise mislead consumers. (Adopted 1/07)
  • Standard of Practice 12-11
    REALTORS® intending to share or sell consumer information gathered via the Internet shall disclose that possibility in a reasonable and readily apparent manner. (Adopted 1/07)
  • Standard of Practice 12-12
    REALTORS® shall not: use URLs or domain names that present less than a true picture, or register URLs or domain names which, if used, would present less than a true picture. (Adopted 1/08)
  • Standard of Practice 12-13
    The obligation to present a true picture in advertising, marketing, and representations allows REALTORS® to use and display only professional designations, certifications, and other credentials to which they are legitimately entitled. (Adopted 1/08)

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The "See My Listings" App

Facebook has applications for everything. The number one problem in using online resources for advertising in real estate is that those resources are usually developed by someone who may or may not know anything about the industry. They are also usually created in a state other than the one in which you are working. You may not realize it, but real estate law is not universal across the world. It is important that you carefully review any Facebook app or other online resource to ensure that it will allow you to advertise within the laws and policies that govern your real estate license and REALTOR Association membership.

We've spent some time researching the "See My Listings" App on Facebook. This app is a product of "REALTOR Marketer" on Facebook and directly links your profile to your listings on REALTOR.com. Once connected, you can post the app to your profile and show off 3 random listings at a time. If you have Showcase Listing Enhancements (purchased from REALTOR.com, viewers will be able to click a link to view all of your listings. It's a very simple concept, but a very simple way to market properties using one of the top social media platforms out there.

As with all things simple and wonderful, there are a few drawbacks. The first is the fact that only 3 listings will display on the initial page. The next would be the fact that viewers cannot see all of your listings unless you have purchased the Listing Enhancements from REALTOR.com. However, the listings that do display are chosen at random and will change every 8 hours. During a week's time, it is very likely that all of your listings will be given the spotlight on your profile at least once. An additional drawback is that adequate information is not displayed on the initial page of the application for compliance with state law and the REALTOR Code of Ethics.

Please note that the setup instructions require you to enter your MLS User ID during setup.  If you enter the ID that you use when you log into RealTracs, only your name will be displayed when the app is loaded to your profile.  Instead, visit your roster page on RealTracs by logging into RealTracs, clicking on "My Page" and "Edit Your Roster Entry".  The last field on your roster page will display your NUMERICAL PRIVATE MLS ID.  Use THIS ID to set up the See My Listings application, and things should work as planned.

Suggestions for Advertising on Facebook

1. Be aware that many warn against using Facebook as a means of advertising listings.  In fact, at a recent education session at the 2010 TAR Spring Conference, REALTORS were advised that such advertising would be a violation of state law.  Before you choose to use any social media for advertising your business, be sure the site will allow for compliance with the laws and policies that govern your business.
2. We have reviewed the areas of Facebook that might make it difficult to comply with state law or the REALTOR Code of Ethics.  Here is what we have found:
   1. The news feed that is seen by every Facebook user does not show the basic information that you are required to post when you advertise.  Anything that might appear on the news feed MUST have the basic information!
   2. Some items that appear in the news feed are:
      1. Status Updates
      2. Notes
      3. Wall-to-Wall posts
      4. Event Posts
      5. Photo and Video Uploads
      6. Links you post
   3. Items, such as the above, that would appear in your friend or fan's News Feed should include Company Name, Phone Number and State of Licensure.  Yes, this means that you should post this EVERY time you post something on Facebook that pertains to your business, and most-especially a listing.
   4. Your profile page or fan page should always include the basic information required by law and policy if you plan to market yourself as an agent, or to market your listings.
   5. The Contact Information available on your profile does not allow for adequate information to be posted regarding the company you work for.  When you view your wall and info tabs, you will see a box underneath your profile picture that can be edited.  This is a good place to put the required information.
3. Always remember that your compliance with specific laws and policies is determined at the discretion of whomever might be evaluating or auditing your advertising at a given time.  We cannot say that the above suggestions will place you 100% in compliance.  These suggestions are provided simply as a means of reducing your risk.

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Go To The App

Get Setup Instructions

Add it to Your Fan Page

> > Place the state-required information in the "Disclaimer" section when you set up the "See My Listings" app