The way licensees market their services continues to evolve. Social media platforms, online marketplaces, artificial intelligence (AI), and other digital tools provide new opportunities to connect with consumers and showcase properties.
As advertising channels become more diverse, it is increasingly important to consider how consumers encounter advertising and whether key information remains clear, accessible, and accurate across platforms. While the tools available to licensees continue to change, the core principles of effective advertising remain the same: transparency, accuracy, and professionalism.
Clear Brokerage Identification
Today’s consumers may encounter advertising through social media feeds, internet searches, online marketplaces, digital advertisements, or video content before ever visiting a brokerage website.
In these environments, advertisements are often viewed independently of other brokerage information. For that reason, clear brokerage identification remains an important consideration in all forms of advertising. Consumers should be able to readily identify the brokerage associated with an advertisement and understand who is responsible for the services being offered.
When reviewing advertising materials, licensees may wish to consider how brokerage information appears across different devices and platforms. Information that is clear in one format may be less noticeable when viewed on a mobile device, shared through social media, or republished elsewhere online.
Social Media and Third-Party Platforms
Social media networks and third-party platforms have become valuable tools for promoting listings, sharing market information, and engaging with prospective clients.
As content is adapted, shared, or reposted across multiple channels, it can be helpful to periodically review how advertisements appear from a consumer’s perspective. Brokerage information, contact details, or other important disclosures that are prominent in one format may become less visible when the same content is viewed elsewhere.
Under the Real Estate Act and Rules, advertising requirements apply regardless of the platform being used, including social media and online classified websites. Advertising requirements do not change simply because content is being shared through newer technologies or different communication channels.
Keeping Information Current
One of the advantages of digital advertising is the ability to update information quickly. At the same time, online content can become outdated just as quickly.
Property details, listing status, pricing information, and other marketing materials should be reviewed regularly to help ensure consumers are receiving current and accurate information. As advertising is often duplicated across websites, social media channels, and third-party platforms, updates made in one location may not automatically appear elsewhere.
Online listing information should be consistent with the property’s description and actual status, and material changes should be updated in a timely manner. Consumers should be able to rely on advertising information being current and accurate when making decisions about a property or service.
Emerging Technologies in Property Marketing
From virtual staging to AI-generated content, technology is giving real estate professionals new ways to market properties. These tools can save time and enhance listings, but any advertising created with them must still accurately reflect the property or service being promoted.
When used appropriately, these tools can help showcase a property’s features and assist consumers in visualizing a space’s potential. They can also help licensees create engaging content more efficiently and reach consumers in new ways.
As these technologies become more accessible, licensees should consider how AI-assisted tools and digitally enhanced imagery are being used in their advertising and whether the resulting content continues to provide an accurate representation of the property or service being promoted.
While the technology itself may be new, the underlying advertising principles remain unchanged. Advertising should continue to be clear, accurate, and representative of what is being offered. Advertising must be truthful and must not mislead, or be likely to mislead, consumers.
Considering the Overall Impression
When reviewing advertising materials, it can be helpful to consider not only the specific information included, but also the overall impression the advertisement creates.
Consumers often encounter advertising quickly while scrolling through social media, browsing online listings, or viewing digital content on mobile devices. In these environments, images, headlines, branding, and layout may have a greater impact on a consumer’s understanding than the detailed text that follows.
When assessing advertising, licensees should consider both the literal meaning of an advertisement and the overall impression it creates. Even when individual statements are technically accurate, consumers should be able to clearly understand the message being communicated.
Taking a moment to view advertising through the eyes of a consumer can help identify opportunities to improve clarity, transparency, and overall effectiveness.
Advertising Principles Apply Across All Platforms
Whether advertising through social media, online marketplaces, websites, email campaigns, videos, print materials, or traditional signage, licensees remain responsible for ensuring their advertising complies with applicable requirements.
Advertising should:
- Clearly identify the licensee and brokerage.
- Be accurate, truthful, and not misleading.
- Present information in a way that consumers can readily understand.
- Comply with applicable legislation and RECA requirements.
As advertising practices continue to evolve, regularly reviewing marketing materials and staying familiar with applicable advertising requirements can help support clear, transparent, and professional communications with consumers. For additional information on how advertising requirements are interpreted and applied, licensees are encouraged to review the RECA Advertising Guidelines.