There\u2019s no doubt that social media is an amazing marketing tool for real estate professionals. But it\u2019s important to remember that various real estate codes of ethics \u2014 and many local and national laws \u2014 apply to what you post. So before you publish your next Reel, Snap, TikTok, or Tweet (Xeet?), make sure you know the social media rules for real estate agents.<\/p>\n
Peruse this guide if you\u2019re a bit fuzzy on what constitutes a good or bad social media post. We\u2019ve laid out laws and guidelines to keep your content ethical. We\u2019ve also included several best practices and examples so you leave with a plan to make every post perfect.<\/p>\n
\t\t\t\t\t\t\t\t\t\t\t<\/p>\n Bonus: <\/strong>Get a free social media strategy template<\/span> designed specifically for real estate agents, brokers, and marketers<\/strong>. Use it to easily plan your own strategy, track results, and keep your team in the loop.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n There are several cooks in the real estate social media<\/a> rule kitchen. The National Association of Realtors (NAR), state and federal governments, and some social platforms have guidelines governing how agents and brokers present themselves online.<\/p>\n It may sound super complex, but for the most part, those rulebooks overlap. And if you boil it down, there are a few basic tenets to remember:<\/p>\n Now, let\u2019s look at eight specific social media rules you should follow as a real estate professional.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Grow. Create. Engage. Schedule. Publish. Measure. Win.<\/span><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFree 30-Day Trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n For agent identification, you should treat a promotional social media<\/a> post like you would any advertisement. That means certain identifying information needs to be present.<\/p>\n In general, a promotional real estate post should include:<\/p>\n The rules stating which information is required and how it\u2019s presented may vary by state. For example, in Florida<\/a> you just need the name of the agent and broker. So make sure to review the laws where you work.<\/p>\n Here\u2019s how real estate agent Jay Gonzalez<\/a> presents herself on social posts.<\/p>\n Source: <\/em>Jay Gonzolaz with HRA Realty Facebook page<\/em><\/a><\/p>\n Notice how she includes the brokerage in her Facebook<\/a> account name. That\u2019s a smart way to make sure it\u2019s always visible. She also added a link to her brokerage\u2019s Facebook page, making it easy to see the association between the two.<\/p>\n There is some contention about<\/a> whether you can promote a listing online without the listing agent\u2019s (LA) consent.<\/p>\n The NAR\u2019s code of ethics<\/a> says it\u2019s a no-go. Some states, like Georgia<\/a>, also say you can\u2019t promote a listing unless you\u2019ve \u201csecured the written permission of the owner, the owner\u2019s authorized agent, or the owner of a leasehold estate.\u201d<\/p>\n Source: <\/em>Vintage California Home Instagram<\/em><\/a><\/p>\n What\u2019s not in contention is that you don\u2019t want to represent yourself as the listing agent if you are not. That means citing the listing agent in any post about a listing that\u2019s not yours. Do so by giving the agent\u2019s name, brokerage, and a link to their social media account or website.<\/p>\n One situation that trips up some agents is an open house. Say you visit an open house, snap some pics, and post them on Instagram. Your followers may get the impression that you represent the owner. So it\u2019s best to make it clear who does.<\/p>\n But what about an internet data exchange (IDX) agreement that gives blanket permission to share listings? Social media platforms are not IDX compliant<\/a>, meaning those agreements don\u2019t cover social media posts.<\/p>\n According to the NAR code of ethics, you are responsible for any posts that end up on your social media account. Whether you, an intern, or an agency that posted it, if the message is shared through your account, you\u2019re at fault for any rules it breaks.<\/p>\n That\u2019s why you need to have a system in place so that only people with knowledge of industry regulations can review, approve, and publish content.<\/p>\n This rule is fundamental if you have third-party professionals on your social media team<\/a>. They may be experts in creating and posting super-engaging content<\/a>. But unless they have real estate experience, the chances are high that they\u2019ll unknowingly publish a questionable post at some point.<\/p>\n The good news is that it\u2019s easy to set up a strict and customized approval workflow<\/a> with Hootsuite.<\/p>\n Hootsuite\u2019s customizable approval workflow makes it easy to keep all your posts compliant.<\/em><\/p>\n In Hootsuite, you can designate which content requires approval and which users can approve. You can even set up a multi-approver process for sensitive posts or those that would benefit from an extra set of eyes.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Create. Schedule. Publish. Engage. Measure. Win.<\/strong><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFree 30-Day Trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n Social media is often the best place to make a first impression of the property you\u2019re charged with selling. But there\u2019s a thin line between presenting a home in its best light and misleading buyers with too many embellishments.<\/p>\n The NAR\u2019s article 12<\/a> and many state rules prohibit the false misrepresentation of real estate in marketing, which includes social media posts. That can mean outright lying about total square footage or available parking. Or it can be adjusting a photo to hide a flaw.<\/p>\n Source: <\/em>r3alestate Instagram<\/em><\/a><\/p>\n Here are a few actions to steer clear of:<\/p>\n The same rules apply if an agent knows a property owner has given misleading or unverified information.<\/p>\n There are all sorts of people working in real estate. Not everyone will see eye to eye. But airing frustrations publicly on social media isn\u2019t just a bad look \u2014 it could land you on the wrong side of an ethics violation.<\/p>\n That\u2019s especially true if the other agent challenges what you\u2019ve said. Article 15<\/a> of the NAR\u2019s code of ethics requires real estate professionals to \u201crefrain from making false or misleading statements about other real estate professionals, their businesses, and their business practices.\u201d<\/p>\n It\u2019s also a good idea to never suggest that a disgruntled client take negative action against their agent. So don\u2019t reply to a post from a frustrated homeowner saying they should fire their agent because you can do better.<\/p>\n Social media biographies<\/a> are like the digital wall of your office where you hang diplomas and certifications. Clients peek at your profile and get the warm and fuzzies knowing they\u2019ve hired a qualified professional. Source: <\/em>Elevate Real Estate Brokers Facebook<\/em><\/a><\/p>\n But it\u2019s important to remember that the information you place in a bio needs to be correct, current, and certified.<\/p>\n For example, resist the urge to put \u201c#1 real estate agent in San Antonio\u201d in your bio just because your mom said so. But if a local real estate magazine names you as such, add it with pride (and cite the source).<\/p>\n It\u2019s also important to regularly update your bio as your certifications and associations change. If you let a certification lapse, leaving it on your bio is misleading.<\/p>\n Make it a practice to review your online bios regularly. It\u2019s easy to forget to make a change. So setting a calendar reminder to check them every quarter is a great failsafe.<\/p>\n This is one of the longest-standing rules for any real estate professional. It\u2019s also one of the trickiest to follow when so much of your marketing relies on posting quickly to social media<\/a>.<\/p>\n Of course, you\u2019d never share confidential client information like their income. But what if you post a pic<\/a> to show how busy your open house is and someone\u2019s license plate is visible in the photo? They may not appreciate the exposure.<\/p>\n Another potential danger zone is at closing. It\u2019s fun to share your buyer\u2019s excitement while they sign the paperwork on their first home.<\/p>\n Source: <\/em>Zack.dallasrealtor Instagram<\/em><\/a><\/p>\n But there\u2019s a lot of personal information on the closing table. One bad angle or unnoticed mirror can give internet sleuths a clear image of a social security number or bank account.<\/p>\n A few actions you should take before publishing any post:<\/p>\n Those few precautions will help you avoid a lot of ethical hot water later on.<\/p>\n Most real estate agents wouldn\u2019t knowingly discriminate in their social media posts. But a post can go against The Fair Housing Act (FHA) in some subtle ways.<\/p>\n One example is how you target social media ads<\/a>. If you exclude a specific zip code to keep a group of people from seeing the ad, you violate the FHA.<\/p>\n Some social media platforms like Facebook have recently built in new targeting permissions for real estate ads to make it easier to follow the rules. But not all have.<\/p>\n Here are a few other ways you could run afoul of the Fair Housing Act:<\/p>\n The NAR also suggests<\/a> focusing on the property, not the \u201cideal\u201d buyer or renter, in your ads or social media posts. And don\u2019t forget to include \u201cEqual Housing Opportunity\u201d in your posts to show you\u2019re committed to those ideals.<\/p>\n With so many rules from several governing bodies, it\u2019s easy to feel intimidated. But there\u2019s no reason to close your accounts and miss out on the benefits of using social media<\/a> for real estate marketing.<\/p>\n Use these best practices to get the most out of your social media marketing strategy<\/a> while staying within the rules for real estate professionals.<\/p>\n Every brokerage should have a codified set of rules for using social media.<\/p>\n This policy can cover everything from the approval process to the types of content people should post. It should define how an agent or broker is identified in posts and comments and include proper brand voice guidelines.<\/p>\n In addition, consider these topics for your social media policy<\/a>:<\/p>\n Once you have the policy put together, make sure everyone verifies receipt of a copy.<\/p>\n Don\u2019t forget to share with new agents and third parties that may post on your behalf.<\/p>\n Bonus: Get a free social media policy template<\/a><\/strong> to get started. <\/p>\n It\u2019s good practice to regularly monitor your social media accounts<\/a> for activity beyond what you post. That includes occasionally looking at what your agents post and reading the comments on your posts.<\/p>\n Source: <\/em>Savvy + Co. Real Estate Instagram<\/em><\/a><\/p>\n Not only will this help you stay compliant<\/a>, but you\u2019ll also have more opportunities to engage with clients who reply to your posts.<\/p>\n You spend a lot of time building trust and a following on your social media accounts. A hacker can steal your credibility\u2014and even lock you out of your account<\/a>\u2014in an instant.<\/p>\n Be aware of common social media hacks and scams<\/a>. Protect your accounts with two-factor identification and solid passwords. And don\u2019t share your passwords or place them somewhere they can be stolen.<\/p>\n You never know when you\u2019ll need to reference an old post. Maybe you delete a post that\u2019s no longer relevant, and someone misquotes you. Or you want to find a post from two years ago. A searchable social media archive<\/a> makes calling up that old activity easy.<\/p>\n Facebook and other social media platforms<\/a> have instructions for archiving your activity. Hootsuite also lets you create a taggable archive<\/a> for your records.<\/p>\n If you\u2019re posting multiple times per week<\/a> (or per day!), it\u2019s hard to make sure all your posts follow the social media rules for real estate. Batching and scheduling your posts eases the pressure in two ways.<\/p>\n First, creating a week\u2019s worth of content for all your channels in one session saves time and keeps you focused. You don\u2019t have to worry about the time loss of context switching between the other 100 tasks on your list. Block an hour or two each week, knock out your posts, and get back to helping clients.<\/p>\n Try Hootsuite for free<\/a><\/p>\n Scheduling content ahead of time gives you space to come back and review what you\u2019ve created before it goes live. That can be you taking a few minutes to double-check your work. Or it can be someone you trust giving your posts a once over. Either way, you\u2019ll catch a lot more potential problems.<\/p>\n Hopefully, the rules of social media for real estate agents will feel manageable now. Here are answers to frequently asked questions to help clarify them further.<\/p>\n Yes, but you should always reference the listing agent and provide a link to their website or social media account. Depending on your location and affiliations, you may also need to get their written permission.<\/p>\n You can use the word REALTOR\u00ae in your title and on social media posts as long as you\u2019re a registered National Association of Realtors member. If you are, you can also use the REALTOR\u00ae logo.<\/p>\n Real estate companies need to consider several social media compliance standards when posting content online. These include state or local laws, the NAR code of ethics, your brokerage policies, and the rules of each social media platform.<\/p>\n Save time managing your social media presence with Hootsuite. From a single dashboard, you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.<\/b><\/p>\n8 social media rules for real estate agents and brokers<\/span><\/h2>\n
![](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2023\/05\/Hootsuite_Product-Popups_5.png.webp\"\/)
\n<\/picture>\n<\/p><\/div>\n
\n\t\t\t\t\t\t\t\t\t\t#1 Social Media Tool for Real Estate\t\t\t\t\t\t\t\t\t<\/span><\/p>\nRule 1: Identify yourself<\/h3>\n
\n
![\"\"](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/word-image-447137-1.png.webp)
\n<\/picture>\n<\/figure>\nRule 2: Always credit the listing agent when sharing their listings<\/h3>\n
![\"Vintage](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/Social-media-rules-for-real-estate-2-620x1129.jpg?resize=620%2C1129&ssl=1\")
<\/a><\/figure>\nRule 3: Take ownership of your social media posts<\/h3>\n
![\"Manage](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/Social-media-rules-for-real-estate-3.png?resize=577%2C264&ssl=1\")
<\/a><\/figure>\n![](\"https:\/\/blog.hootsuite.com\/wp-content\/uploads\/2023\/01\/Inpost-CTA-Planner.png.webp\"\/)
\n<\/picture>\n<\/p><\/div>\n
\n\t\t\t\t\t\t\t\t\t\t#1 Social Media Tool\t\t\t\t\t\t\t\t\t<\/span><\/p>\nRule 4: Present listings truthfully<\/h3>\n
![\"example](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/Social-media-rules-for-real-estate-4-620x917.jpg?resize=620%2C917&ssl=1\")
<\/a><\/figure>\n\n
Rule 5: Don\u2019t post negatively about other agents<\/strong><\/h3>\n
Rule 6: List only correct and updated qualifications<\/strong><\/h3>\n
![\"Elevate](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/Social-media-rules-for-real-estate-5-620x294.png?resize=620%2C294&ssl=1\")
<\/a><\/em><\/p>\nRule 7: Protect people\u2019s privacy<\/h3>\n
![\"Closing](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/Social-media-rules-for-real-estate-5-620x1111.jpg?resize=620%2C1111&ssl=1\")
<\/a><\/figure>\n\n
Rule 8: Adhere to the Fair Housing Act<\/h3>\n
\n
5 best practices for real estate marketing on social media<\/span><\/h2>\n
Create a social media policy<\/h3>\n
\n
Set up a social media listening process<\/h3>\n
![\"Savvy](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/01\/Social-media-rules-for-real-estate-6-620x404.png?resize=620%2C404&ssl=1\")
<\/a><\/figure>\nProtect your account<\/h3>\n
Archive your social media activity<\/h3>\n
Batch and schedule posts<\/h3>\n
![\"\"\/](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/09\/visual-planner.gif?ssl=1\")
<\/figure>\nSocial media rules for real estate: FAQs<\/span><\/h2>\n
Can you post another agent\u2019s listings on social media?<\/h3>\n
Can I use the word \u201cREALTOR\u00ae\u201d on social media?<\/h3>\n
What social media compliance standards do real estate agents need to adhere to online?<\/h3>\n