Facebook isn't exempt from advertising rules

REALTORS® are joining the social networking conversation but they might not be following the rules that govern their conversations.

“There are more rules on social media, the rules are different, mistakes happen faster and the potential for doing something wrong is greater,” according to Hank Lerner, Esq., PAR’s legal and member services director.

Lerner said all of the laws, regulations and ethical provisions that cover advertising and other real estate communications apply to social media as well.

“NAR’s Code of Ethics also states ‘REALTORS® shall/shall not,’ do certain activities,” Lerner said. “It doesn’t exempt Facebook, where some seem to think they can do or say anything they want to.”

While some REALTORS® may think their personal Facebook page or Twitter posts aren’t included, Lerner said they probably are. “If you’re on Facebook and you never mention a listing or speak about being in real estate, then you may be fine if you don’t mention your broker.

“However, if you discuss real estate or post a photo of a listing on your Facebook site, you need to identify your broker as you would in any advertisement,” he added.

Lerner said the best option is to start a “Fan” page on Facebook, which allows people to opt into the site. The fan page should also clearly identify the REALTOR® and contact information, along with the broker name, address and phone number.

Lerner suggested everyone follow three rules: think before you type, think again and think one more time before you post, just to be sure.