Whether it’s spreading the word of a new listing to your Instagram followers or sharing properties through TikTok videos, agents must have the necessary permission in place before advertising the listing of another member. This is required under CREB® Rule Part II 6.02 Advertising Listings of Other Members.
A recent revision to the harmonized rule requires other information to appear on the advertisement to ensure consumers have sufficient information to find more information on the property. These adjustments will help agents stay away from unintentionally soliciting another member’s client using MLS® System information. This revision will take effect on July 15, 2024.
The updated harmonized rule
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Current Harmonized Rule - in effect until July 14, 2024 |
Revised Harmonized Rule - taking effect July 15, 2024 |
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6.02- Advertising Listings of Other Members No Member may advertise the Listing(s) of another Member beyond the scope of CREA’s Bylaws and Rules without the written permission of the Seller’s Brokerage and the Seller.
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6.02- Advertising Listings of Other Members a. Members may advertise other Brokerage’s Listings on their websites using a CREA or Board-approved data feed whereby the data feed adheres to specific terms and conditions of the respective agreement. b. Members may only advertise another Member’s Listing(s) beyond 6.02(a) with the written permission of the Seller’s Brokerage and Seller, and the advertisement must noticeably include:
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Concerned your listing is being advertised without permission? Let Member Practice know at crebmp@creb.ca.
Why is this revision important?
Members started using MLS® System photos without any additional information as a lead generation tool, which could prevent agents from getting the necessary information to serve their clients, create consumer confusion about how to get more information on a property, and could lead to accidental solicitation of clients. It’s important that members can generate and build their businesses and have professional guidelines to follow when doing so.
To honour the time and energy (and cost) of preparing a property for listing, and to promote consumer clarity on the property and the advertiser’s relationship to the property, the Listing Brokerage Name is now a required element; this is similar to how consumers and REALTORS® are used to seeing properties referenced when properties appear on member websites through IDX or DDF feeds.
To ensure these buyers have enough information to inquire about a property with their REALTOR®, the address or MLS® listing number must also be part of the advertisement.
Seller’s and their Listing Agent determine scope of advertising
REALTORS® work with their sellers to understand the best marketing and advertising avenues to get their property sold. These advertising elements are discussed in the Listing Contracts and additional advertising need to be discussed so the seller can decide if they are interested in having other agents advertise the property.
If your associates see a property that they would like to advertise, they must reach out to the listing brokerage to get the permission of both the listing agent and the seller for the specific type of advertising they are planning.
Do not advertise the property on social platforms or email blasts until you have the necessary permissions in place.
How to get ready for this rule
Review the properties you’re currently advertising on social feeds networks. If that advertisement is going to remain in place on July 15, plan to update that content with the Listing Brokerage name and either the MLS® number or property address.
Hot Tip: Use this time to make sure that properties you’re advertising on platforms that are not fed directly by the MLS® System are up to date. Have any of them sold, expired or terminated? If so, remove the content to avoid misleading advertising.
This article has been updated to clarify the rule is harmonized. Harmonized rules are approved by all 10 Alberta real estate boards/associations.
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