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.
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- must promptly remove any listing that is no longer in effect;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 or mortgage 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.