This document discusses real estate advertising compliance and the law. It covers topics such as blind advertisements, print ads, signs, websites and social media. Specific standards of professionalism are discussed regarding electronic identification in tweets, accurate websites and URLs, and privacy policies. The purpose and factors to consider for different types of advertisements targeting buyers, sellers and agents are analyzed. Discriminatory advertising and fair housing laws are also reviewed. The presentation aims to promote professionalism in real estate through education on legal and ethical advertising practices.

1. Jody OBrien
Real Estate Advertising Compliance
and the Law

2. Methods of Advertising
 Buyers
 Sellers
 Agents

3. Blind Advertisements
 New Hampshire 331-A;26
 254 CMR 3.00 9 (a) Broker Identification. No broker may
advertise real property to purchase, sell, rent, mortgage
or exchange through classified advertisement or
otherwise unless he/she affirmatively discloses that
he/she is a real estate broker. No broker shall insert
advertisements in any advertising publication or other
means where only a post office box number, telephone,
facsimile, electronic mail number or street address
appears. All advertisements shall include the name of
the real estate broker.

4. Blind Advertisements
 Print Ads
 Signs
 Websites 
 Social Media

5. Article 12
Materials Page #
5
 SOP 12-5
Electronic identification
including tweets
 SOP 12-8
Accurate websites
 SOP 12-9
State licensing
 SOP 12-10
Accurate URLs
 SOP 12-11
Privacy Policy

8. 72%

9. Newspapers
 Selling
 Branding

10. What is advertising
today?

11. Factors to Consider
 Market Reach
 Frequency
 Continuity

12. MLS
 Agent
 Consumer

13. Websites
 97% of buyers search the Web
 National
 Realtor.com
 Zillow
 Local
 Boston.com
 Company
 Can they find you?
 Personal
 Can they find you?
Syndication Sites

14. On-Line Advertising
• Social Media
• Location Services
• Review Sites
• Classified Ad sites

15. Flyers
 Product
 Services
 Personal

16. Direct Mail
 Mass Mailing
 Target Marketing

17. Purpose of Advertisement

18. Purpose of Advertisement
Sellers
Ads don’t sell houses…People do!

19. Purpose of Advertisement
 Target Marketing
 Who are they?
 What do they need?
 What do they want?
 What do they care about?
 WHAT IS IN IT FOR ME?

20. Discriminatory Advertising
 no one can make, print or publish
discriminatory ads including those who are
exempt
 Ads that contain words, phrases, symbols or
visuals that indicate a discriminatory preference or
limitation.
 Ads that selectively use media, human models,
logos and locations to indicate an illegal preference
or limitation
 Refusal to publish ads because of protected class.

21. Fair Housing and Advertising
 Steering
 Blockbusting
 Preference Implicit or Implied
 False Denial of Availability
 Representing or Enforcing Restrictive
Covenants
 Redlining

25. Inducements
 Agents
 Consumers
 Third Party

26. Jody O’Brien
The RE/Education Company
Committed to Professionalism in Real Estate through Education
Website/Blog
www.reeducationcompany.com
Presentation
www.slideshare.net/ReEducationCompany
Social Media
www.twitter.com/reeducator
www.youtube.com/msreeducator
www.facebook.com/reeducator
www.linkedin.com/in/reeductor
Thank you for Attending