Advertising in Real Estate

Published on Jul 06, 2020

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PRESENTATION OUTLINE

Advertising in Real Estate

Photo by Blake Wheeler

What We'll Cover

  • Governing laws & rules
  • Prohibitions in advertising
  • Case studies

Case Study #1

Signage

ORS 696

  • Real estate licensees
  • Escrow agents
  • Real estate marketing
  • Penalties
Photo by seychelles88

Grounds for Discipline

  • Material misreprentations
  • Intentional interference with transaction or exclusive representation
  • Knowingly publish misleading or untruthful advertising
  • ORS 696.301
Photo by romana klee

OARs

  • "Advertising"
  • mail, internet, email, business cards, signs, billboards, "cellular telephone"
Photo by stan

Requirements

  • Identifiable as advertising by a real estate licensee
  • Be truthful and not misleading
  • Not imply expertise that doesn't exist
  • Permission of owner or agent

Advertising Using Your Name

  • Use agent's licensed name
  • Or common derivitive

Business Name

  • Brokerage name
  • "immediately noticable"
  • Conspicuous
Photo by Scott Graham

Process

  • Submit to principal broker
  • Keep record of approval
  • Delegation of responsibility

Case Study #2

Exaggeration

Liability

Vicarious Liability

Advertising Your Own Property

  • Not listed with brokerage
  • Ad states you are licensee
  • Compliance with all other OARs

Case Study #3

Choose Your Neighbor

Digital Advertising

Photo by Dose Media

On First Page:

  • Licensee's name
  • Brokerage name
  • Statement that you are licensed in Oregon

"Team" or "Group"

  • Compliance with tradenames
  • Team or group has at least 1 licensee
Photo by MellieRene4

Case Study #4

Buy Direct and Save

NAR Standards

Photo by Justin Luebke

Use of "free"

Case Study #5

Deceptive URLs

Prizes

Case Study #6

Billboards

For Sale Signs

Photo by bradleygee

Case Study #7

Free Market Analysis

Prohibitions

  • Manipulating search results
  • Deceptive metatags
  • Use of other's content without attribution