Hark, dear comrades! Let us delve into the realm of social media rules for real estate agents and brokers, for it is a land fraught with codes of ethics and laws that govern every post. As you prepare to unveil your next Reel, Snap, TikTok, or perhaps even a Tweet (dare we say Xeet?), be mindful of the regulations that guide the online presence of real estate professionals.
Peruse this tome if the boundaries of a commendable social media post elude you. Within these pages, we shall elucidate the laws and guidelines that uphold the sanctity of your content. Behold, for we shall also furnish you with exemplary practices and illustrations, so that you depart equipped with a strategy to craft every post perfectly.
Lo, there exist eight cardinal rules governing the social media conduct of real estate agents and brokers. From the hallowed halls of the National Association of Realtors (NAR) to the chambers of state and federal governments, and even the strictures imposed by certain social platforms, these decrees dictate how agents and brokers must present themselves in the digital realm.
Though the domain may seem labyrinthine, at its core lie a few fundamental principles to espouse:
- Treat promotional posts on social media as advertisements
- Conduct yourself online as you would in person
- Remember, nothing is ever truly erased from the vast expanse of the internet
Now, let us elucidate upon eight specific social media rules that ought to be adhered to by real estate professionals.
Rule 1: Identify yourself
Mark well, dear agents, that a promotional social media post necessitates the inclusion of crucial information akin to any advertisement. Such a post should bear:
- The agent’s full name, not a diminutive form
- Point of contact information for the agent or brokerage
- The licensed name or DBA of the brokerage company
Kindly take heed that the requisites may vary by state. For instance, in the fair land of Florida, merely the agent’s and broker’s name suffice. Thus, be diligent in reviewing the laws of your abode.
Rule 2: Always credit the listing agent when sharing their listings
In the realm of contentious debate lies the question of whether one may promote a listing online sans the blessing of the listing agent (LA). The NAR’s ancient code of ethics pronounces it a forbidden act. Certain states, like Georgia, also decree that a listing shall not be promoted without the written permission of the owner, the owner’s authorized agent, or the owner of a leasehold estate.
Yet in this saga of listings and permissions, one must never masquerade as the listing agent unauthorized. Thus, in any post regarding a listing not your own, acknowledge the rightful listing agent by enunciating their name, brokerage, and providing a link to their holy sanctum of a website or social media account.
A most vexing predicament ensnares some agents during an open house. Should you wander into such an event, capture images, and share them on Instagram, your followers may wrongly infer that you are in the service of the owner. ‘Tis best to dispel such notions with the truth.
Yet, beware, for internet data exchange (IDX) agreements, though bountiful in permissions, do not extend their protection to the realm of social media posts.
Ah, but time has flown as swiftly as a raven’s flight, and we must now proceed to uncover further mandates that govern the conduct of real estate professionals on social media. Let us embark on a journey through these decrees, illuminating each with the torch of knowledge, that we may navigate the digital realm with wisdom and prudence.
To be continued…
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