Social media and real estate brokerage: a few ground rules 

Facebook, Instagram, Snapchat, WhatsApp,Twitter, YouTube… These popular digital sharing and distribution platforms are used more and more by real estate brokers and agencies. Here are the rules of conduct which the OACIQ is responsible for enforcing under the Real Estate Brokerage Act, for your protection.

Clear rules

A broker must always act in the client’s best interest. When it comes to social media, for example, he: 

  • must have signed a brokerage contract with the owner of a property before putting it on the market; 
  • may promote a property with the client’s authorization;
  • must inform his selling clients of their right to use an information dissemination service (such as Centris) and of the consequences of waiving this right;
  • must promptly remove any listing that is no longer in effect;
  • may post listings from other brokers, making sure to mention their names and to have their consent and that of their clients;
  • must ensure the information he disseminates is verified and demonstrable (e.g. if a listing states “Novoclimat home”, it means this info has been validated); 
  • and finally, like any other Internet user, be moderate in his remarks and respectful of the rights of other people. 

For his part, the executive officer of a real estate brokerage agency is responsible for supervising the activities of his agency’s brokers. Among other things, he must ensure that brokers follow clear rules when using social media.

Do you have any questions? Do not hesitate to contact the Info OACIQ information centre.

The most popular social media platforms in Québec

Social media has become an integral part of the lives of Québec adults, especially the younger set. According to a recent survey by CEFRIO (French only), 83% of Québec adults use at least one social media platform for personal purposes, and 65% do it on a daily basis. Among 18-24 year olds, 98% are users, and four out of five connect several times a day.

Source: L’usage des médias sociaux au Québec, CEFRIO, NETendances, vol. 9 no 5, édition 2018, 18 p. 


Last updated on: June 11, 2020
Article number: 207009