NEW STANDARDS IN ADVERTISING. What California REALTORS Need to Know

Transcription

1 NEW STANDARDS IN ADVERTISING What California REALTORS Need to Know

2 What We Will Cover Cha ges to busi ess advertisi g practices What is cha gi g a d he Types of advertisi g affected Exceptio s Samp es Specia Sce arios

3 Some Co text AB 1650 (Sponsored by C.A.R.) Makes significant changes to the State s Busi ess a d Professio s Code Expa ds hat must be i c uded i rea estate-re ated advertisi g materia s Creates u iform advertisi g sta dards across a variety of media a d types

4 The 2018 Advertisi g Sta dards Solicitation materials must include: Name, 8-digit Ca BRE ice se umber and responsible broker s name. (Applies to age ts a d broker-associates. Broker ice se umber is optio a.) Your status ( REALTOR or agent )

5 Types of Advertisi g Affected Business Cards Stationery Advertising Flyers Television, print or electronic Media advertising For sale, open house, lease, rent or directional signs he a y ice see ide tificatio i formatio is i c uded Any other material designed to solicit the creatio of a professio a re atio ship bet ee ice see a d co sumer

6 The Basics The basic advertisement rule: The responsible broker identity is required whenever an agent creates a first point of contact advertisement or solicitation. In that case the agent s license must be included. Correct - I c udes respo sib e broker ide tity Correct - Includes REALTOR or agent. When the ame of the compa y does ot make c ear that the advertiseme t is by a ice see, the the status is ega y required Incorrect - does ot i c ude age t ice se umber. The ice se umber eeds to be i c uded a d its fo t shou d be o sma er tha the sma est fo t o the busi ess card

7 Keep i Mi d The e a app ies to the ge era ru e of disc osi g a licensee s status (broker, age t or REALTOR ) in all advertisi g N.A.R. Code of Ethics Sta dard of Practice 12-5: A y advertiseme t of rea estate services or isted property i a y medium must disc ose the ame of the firm i a reaso ab e a d readi y appare t ay REALTORS must i c ude the ame of their firm o sig s

8 Respo sib e Broker Ide tity The Respo sib e Broker Ide tity is the ame u der hich the broker is curre t y ice sed a d co ducts busi ess i ge era or is a substa tia divisio of the rea estate firm The responsible broker s license number is optional

9 Exceptions For Sa e sig s Ope house sig s For Re t sig s For Lease sig s Directio a sig s But only when: The responsible broker s identity appears (license number is optional) AND There is no reference o the sig to a associate broker or sa es age t OR There is o ice see ide tificatio i formatio at a (Not permitted for REALTORS who are bound to the N.A.R. Code of Ethics)

10 Directio a Sig Samp e Correct i c udes respo sib e broker ide tity Correct i c udes ice se umber of age t. The fo t is as arge as other pri t o the ad. ANY BROKERAGE Jane Agent Remodeled Kitchen Pool NEW Roof NEW Carpet & Paint

11 Ope House or For Sa e Sig Samp e ANY ANY BROKERAGE Correct i c udes respo sib e broker ide tity Incorrect does ot i c ude ice se umber of age t

12 Ope House or Directio a Sig ( ith Exceptio ) Samp e Correct i c udes respo sib e broker ide tity Correct because o sa es age t or broker-associate is refere ced, the broker may i c ude their ame a o e ith o ice se umber

13 Open House or Directional Sign Sample (with exception) Incorrect - Not permitted for REALTORS. A though a tota y ge eric sig is ega y permitted under CA law, it isn t under the N.A.R. Code of Ethics, hich requires that the firm ame be disc osed i a reaso ab e a d readi y appare t ma er

14 Electronic Media Advertising includes Social Media Specia Cha e ges for Social Media Is your Tweet, Facebook, Instagram, Pinterest, SnapChat post of that listing designed to solicit the creation of a professional relationship? If yes, you must include room for your license number and broker s name and your status in the post! These commo type posts ou d be i correct as they are missi g the required disc osures: Incorrect does ot i c ude respo sib e broker ide tity or age t ice se umber Incorrect does ot i c ude respo sib e broker ide tity or age t ice se umber

15 Ru es for Mortgage Origi ators a d Brokers CalBRE-licensed mortgage brokers must include: Licensed status by use of the term broker, agent or their abbreviatio s The regu atory e tity u der hich the oa tra sactio is bei g arra ged. There are t o ays to state that a oa is bei g made u der a Ca BRE ice se: Rea estate broker, Ca ifor ia Bureau of Rea Estate, or Ca ifor ia Bureau of Rea Estate, rea estate broker If the mortgage broker a so is mortgage origi ator, the u ique ide tifier assig ed to the ice see by the Natio ide Mortgage Lice si g System a d Registry (NMLS) must be i c uded o a so icitatio materia s This i formatio a so must be disc osed i the pri ted text of the advertiseme t a d i the spoke text of a y radio or te evisio ad Type size ca ot be ess tha the sma est type i the advertiseme t copy

16 Summary Ne sta dards i advertisi g go i to effect Jan. 1, 2018 Your ame, 8-digit Ca BRE umber a d respo sib e broker s name must be included in all solicitations App ies to busi ess cards, statio ery, f yers, TV, pri t, or e ectro ic media advertisi g App ies to sig s he ice see i formatio is i c uded A y other materia desig ed to so icit a professio a re atio ship bet ee ice see a d co sumer

17 Q&A Q&A New Standards in Advertising Advertising By REALTORS Advertising Your Services: Required Name a d Lice se I formatio All content is available on the C.A.R. website in the Lega Too s section ADDITIONAL RESOURCES