ADVERTISING RULES
Advertising Rules
Approved Advertising Channels:
Agents may advertise their real estate business on behalf of CRIM Realty through:
- radio
- television
- billboards
- direct mail
- websites
- social media
- other online platforms
Ad Compliance Rules:
All advertising must:
- Identify the Brand: clearly identify CRIM Realty as the brokerage;
- Respect State Laws: comply with Georgia Real Estate Commission (GREC) rules, the Fair Housing Act, and all applicable state laws.
- Follow In-house Rules: for advertisements promoting a specific property, the company name and office phone number must be included. This information must appear at least as prominently (in the same or larger font size and boldness) as the agent’s or team’s name and phone number.
- Get Approval: Agents should submit all proposed advertising to the Broker for written approval before publication to ensure compliance with brokerage policies and GREC advertising requirements.
Important:
An agent may not advertise any property unless CRIM Realty has a valid Listing Agreement or Advertising Agreement signed by the seller (or the seller’s authorized representative).
Joint Marketing Campaigns
Co-op Advertising Opportunities with CRIM Realty
CRIM Realty may offer co-op advertising opportunities for the Company and its agents. Agents who choose to participate are responsible for their share of the advertising costs, which will be disclosed and agreed upon before the advertisement is placed.
CRIM Realty also provides complimentary advertising for its agents through the company’s website, www.crimgroup.com.
Marketing Other Agent’s Listings
The Company permits its Agents to advertise and market each other’s listings as long as:
- (1) the Agents are associated with the same brokerage;
- (2) the listing is clearly marked with the listing agent’s name and contact information; and
- (3) the property description is consistent with what has been entered into the multiple listing services.
We believe this creates greater marketing exposure for our Agents’ listings.
An Agent cannot use any images (photos) of a property that were taken by another CRIM Realty Agent without obtaining written approval from the CRIM Realty Agent or the owner of the photography/images. See the Copyright Section for details.
Printed Marketing Resources for Agents
Business Cards
Business cards are available for purchase through the Agent Resource Center. Orders are shipped to the agent’s designated address unless other arrangements are requested.
Standard business cards offer limited customization, including the option to add secondary phone numbers, professional designations, and a personal website URL. Agents who wish to include a personal photo or additional customizations may have business cards printed at their own expense through a provider of their choice. All custom designs must be submitted to CRIM Realty for approval before printing.
Flyers
CRIM Realty recommends that Agents use the real estate home flyer programs that is offered through the Company’s Agent Resource Center. The programs are very similar to the real estate flyer programs that can be purchased through various vendors.
Presentation, Brochures, and Other
Most office supplies and marketing material such as presentation folders, brochures, etc. may be purchased through CRIM Realty. Please contact the Corporate Office for details and prices. An electronic version of our stationery is available through the Agent Resource Center.
Yard Signs
Rent A Sign:
CRIM Realty provides free high-quality, standard “Home/Land/Building For Sale” yard signs for a refundable deposit (typically $20.00). Samples of the yard signs are available on the CRIM Realty website. All yard signs must display the CRIM Realty logo, office phone number, and a decal with the Agent’s name and direct contact number.
If Lost, Stolen or Damaged:
Agents are responsible for the replacement cost of any lost, stolen, or damaged signs, which is typically $20 per sign.
Buy A Sign:
All signs, including directional and open house signs are available for purchase from CRIM Realty and A Better Sign in Lawrenceville (our approved vendor).
Print Your Own:
Custom post-arm, estate, and hanging signs may be purchased independently but must comply with all applicable state laws and GREC advertising requirements. Any custom sign design must receive Broker approval before production.
Agent Website
Associates are provided with a complimentary -free of charge, website with GAMLS.
- Agent may post information regarding his or her real estate business listings, aspirations, ethical codes, specialties, career background and activities.
- Agents are permitted to place a link to their personal website on their social media profile page.
- The Company also maintains a featured listings page advertising properties exclusively listed by the Company.
- Agents may also obtain their own sites, subject to Company approval and review.
Fair Housing Act
MAKE THIS TEXT MORE GEARED TOWARDS ADVERTISING.
The Federal Fair Housing Act makes it illegal to advertise “any preference, limitation or discrimination because of race, color, religion, sex, handicap, familial status or national origin (this includes the language someone speaks), or intention to make such preference, limitation or discrimination.”
Even a simple and well intentioned question could be interpreted by a customer as intrusive or as a violation of fair housing.
The following link tells a recent story where such a question – “Where are you from?” – led to a $60,000 plus settlement:
http://massrealestatelawblog.com/2014/01/26/asking-where-are-you-from-results-in-60000-discrimination-penalty/
Beware of other potential Fair Housing violations
Harry Norman Realtors® and their now former-agent, Jennifer Sherrouse, were fined $60,000 by HUD for discrimination. In short, Sherrouse refused to show a property at a condo building to families with children because the condo association had restrictions against having children. Justice Department Release Article: https://www.justice.gov/opa/pr/georgia-realtors-pay-60000-settle-fair-housing-lawsuit
Additionally, it was reported that HNR agents were required to attend HUD training classes for multiple weeks. Our learning from this incident is this: No matter what a neighborhood’s covenants or condo by-laws say, CRIM Realty Agents must always follow FAIR HOUSING laws.
If an Agent is asked to show a property but the Agent has a concern for any reason, the Agent should call the Broker immediately, but never deny a showing based on reasons associated with race, color, national origin, religion, sex, familial status or handicap.
This is a classic example of how one agent can harm an entire agency and all of the agents affiliated with it.
What Is Prohibited in the Fair Housing Law?
In the Sale and Rental of Housing: No one may take any of the following actions based on race, color, national origin, religion, sex, familial status or handicap:
- Refuse to rent or sell housing;
- Refuse to negotiate for housing;
- Make housing unavailable;
- Deny a dwelling;
- Set different terms, conditions or privileges for sale or rental of a dwelling;
- Provide different housing services or facilities;
- Falsely deny that housing is available for inspection, sale, or rental;
- For profit, persuade owners to sell or rent (blockbusting);
- Deny anyone access to or membership in a facility or service (such as a multiple listing service) related to the sale or rental of housing.
Here is the link to the Fair Housing site:
https://www.hud.gov/program_offices/fair_housing_equal_opp/online-complaint
Remember: Consistency is key and the Agent needs to treat all customers, clients, prospects and individuals inquiring about property or involved in the transaction in a professional manner using consistent procedures when making appointments, showing property, pre-qualification requirements and presenting all offer (even verbal and even if property is currently under contract for sale or lease).
Copyright & Infringements
CRIM Realty does not permit, approve, or condone copyright infringement. Agents are responsible for ensuring that all advertising and marketing materials comply with applicable copyright laws. Agents should follow these guidelines:
- Do not use photographs, images, or other copyrighted materials unless you created them or have the legal right or permission to use them.
- Do not download, copy, reproduce, or “right-click” photographs or other content from websites or online sources without the prior written permission of the copyright owner.
- Do not reproduce or use the creative works of others without proper authorization.
- CRIM Realty will not be responsible for legal expenses, fines, penalties, or other costs resulting from an Agent’s violation of copyright law.
Understanding US Copyright Law Basics
Every Agent should familiarize themselves with the Copyright Basics publication of the United States Copyright Office. Agents are solely responsible for ensuring that all materials used in their advertising, including listing materials, are either created by the Agent or by the Agent’s assistants, employees, or contractors and comply with applicable copyright laws.
Agents should also understand that copyright infringement claims are generally not covered by errors and omissions (E&O) insurance, including the E&O coverage provided by CRIM Realty. If an Agent violates copyright laws, the Agent agrees to indemnify and hold harmless CRIM Realty, its owners, and Brokers from claims arising from copyright infringement related to advertising or other materials used or prepared by the Agent or on the Agent’s behalf.