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:
1. Identify the Brand
Clearly identify CRIM Realty as the brokerage;
2. Respect State Laws
Comply with Georgia Real Estate Commission (GREC) rules, the Fair Housing Act, and all applicable state laws.
3. 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.
4. 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 Advertising
All CRIM Realty advertising must comply with the Federal Fair Housing Act, applicable Georgia fair housing laws, and all other applicable federal, state, and local laws and regulations.
The Fair Housing Act prohibits housing discrimination based on race, color, national origin, religion, sex, familial status, and disability. These protections apply to advertising for the sale or rental of residential property. (hud.gov)
Agents are responsible for ensuring that all advertising they create, publish, or distribute is accurate, professional, and free from language or imagery that expresses a preference, limitation, or discrimination based on a protected characteristic.
Advertising Must Not
Agents must not use advertising that:
- Expresses a preference or limitation based on a protected characteristic;
- Indicates that a property is preferred or available only to certain types of people;
- Discourages or excludes a person or group from considering a property;
- Uses words, phrases, symbols, images, or photographs that suggest a discriminatory preference;
- Describes a neighborhood or property using language that could discourage a protected group from purchasing or renting;
- Uses terms such as “family neighborhood,” “adults only,” “Christian community,” “perfect for singles,” or similar language that may suggest a prohibited preference;
- Advertises a property as “no children,” “no families,” or otherwise excludes families with children;
- Uses racial, ethnic, religious, or national-origin references to describe the desirability of a neighborhood or property; or
- Creates the impression that CRIM Realty or an Agent will provide different housing opportunities or services based on a protected characteristic.
Photos, Images & Graphics
Agents must also consider Fair Housing compliance when selecting photographs, videos, graphics, illustrations, and other visual materials.
Advertising should accurately represent the property and should not intentionally use images or visual content to communicate a discriminatory preference or discourage a particular group from purchasing or renting the property.
Neighborhood & Community Advertising
Agents may provide accurate, objective information about a property or community when appropriate. However, Agents must not use neighborhood characteristics to steer consumers toward or away from a property based on a protected characteristic.
Avoid advertising statements that characterize a neighborhood by the race, ethnicity, religion, national origin, familial status, disability, or other protected characteristics of its residents.
When discussing schools, crime, demographics, or other community information, Agents should provide objective and verifiable information and allow consumers to make their own decisions.
Online & Social Media Advertising
Fair Housing requirements apply to all forms of advertising, including:
- Company and personal websites;
- Social media;
- Online property portals;
- Digital advertisements;
- Email marketing;
- Text-message marketing;
- Videos and virtual tours;
- Printed materials;
- Flyers and brochures;
- Direct mail;
- Signs and billboards; and
- Any other advertising or marketing communication.
Agents must not use audience targeting, advertising settings, or other digital marketing tools in a manner that unlawfully discriminates against protected groups.
Consistency in Advertising
Agents must use consistent advertising practices for properties they are authorized to advertise. Advertising should not vary based on the protected characteristics of the intended audience.
Agents must also ensure that advertising accurately reflects the property, its availability, price, terms, and other material information.
Fair Housing Compliance
A property owner, seller, landlord, condominium association, homeowners association, or other third party may not instruct an Agent to create or publish discriminatory advertising.
If an Agent receives a request or instruction to publish advertising that may violate Fair Housing laws, the Agent must not publish the advertisement and must consult the Broker before proceeding.
CRIM Realty may require an Agent to modify, remove, or discontinue advertising that the Company determines may violate Fair Housing laws, Company policy, or applicable regulations.
When in Doubt
If you are unsure whether advertising language, a photograph, graphic, property description, social media post, or marketing strategy could create a Fair Housing concern, do not publish it until you have consulted the Broker.
The safest practice is simple: Advertise the property—not the type of person you believe should live there.
Agents should regularly review current Fair Housing guidance from HUD and remain familiar with the laws and regulations governing real estate advertising.
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.