Upon completion of “Social Media Ethics for Real Estate” class, you will be able to: Define Social Media   Identify two key aspirational concepts found in the Preamble to the REALTORS® Code of Ethics Describe “general business” ethics, and compare and contrast the REALTORS®’ Code of Ethics with business ethics Explain the concepts established in Articles 1, 11,12, and 15 of the Code of Ethics Summarize possible violations of the Code of Ethics specifically related to the Articles 1, 11, and 12 after reviewing case studies Explain the professional standards process for enforcing the Code of Ethics

1. Social Media Ethics for
Real Estate
MARKI LEMONS-RYHAL

3. Learning Objectives
Upon completion of “Social Media Ethics for Real Estate” class, you will be able to:
 Define Social Media
 Identify two key aspirational concepts found in the Preamble to the REALTORS® Code of Ethics
 Describe “general business” ethics, and compare and contrast the REALTORS®’ Code of Ethics with
business ethics
 Explain the concepts established in Articles 1, 11,12, and 15 of the Code of Ethics
 Summarize possible violations of the Code of Ethics specifically related to the Articles 1, 11, and 12
after reviewing case studies
 Explain the professional standards process for enforcing the Code of Ethics

5. • IMMEDIACY
• FREQUENCY
• LONGEVITY
• GIVE TO GET
• GENUINE INTEREST
• ENJOYMENT AND FUN
• INSTANT INFORMATION ACCESS
• AUTHENTICITY
Recognizing New Rules

6. 1908 1913

7. Code of Ethics
Adopted in 1913
ESTABLISHED PROFESSIONAL
STANDARDS FOR CONDUCT
FIRST ETHICAL CODE FOR BUSINESS
AFTER MEDICINE, ENGINEERING, AND
LAW
FOCUSED ON:
• Service to the public
• Commitment to professionalism
INCLUDED “DUTIES TO CLIENTS,
CUSTOMERS, PUBLIC, AND
REALTORS®”

8. Accepting this standard as their own, REALTORS® pledge to
observe its spirit in all of their activities whether conducted
personally, through associates or via technological means.

9. What Is
Social Networking?

12. Issues with Social Networks
Postings
Website
Integration

15. “As a practical matter, social media
is now a regulated industry; and all
stakeholders are responsible for
compliance with the FTC Guides. As a
result, all marketers, agencies, and
brands must develop a culture of
compliance.”
-Tony DiResta, Partner at Winston & Strawn
General Counsel of WOMMA

16. Article 1
When representing a buyer, seller, landlord,
tenant, or other client as an agent, REALTORS®
pledge themselves to protect and promote the
interests of their client.

17. “Protect the consumer,
and
you protect the opportunity”
-Michael Becker,
Managing Director for North America
Mobile Marketing Association

18. Article 1 Case Study

19. Carl Ryhal a Broker with Inman Real Estate Services & Sales posted a photo of an executed
sales contract on Facebook. Broker Ryhal did not have the buyers to sign a buyer’s agreement.
The buyers have introduced Broker Ryhal as their “agent” to their friends. The property has
not closed and it is not public information that there is a pending transaction.
1) Is Broker Ryhal in violation of Article 1?
2) If you answered “Yes” please explain why.
3) Brokers Ryhal primary obligation is to:
a) Client
b) Customer
c) Agent
d) Broker
4) What would Broker Ryhal need and from whom to make his actions acceptable?

23. Article 11
REALTORS® shall not undertake to provide
specialized professional services concerning a
type of property or service that is outside their
field of competence unless they engage the
assistance of one who is competent on such
types of property or service, or unless the facts
are fully disclosed to the client.

24. BE AND
TRUTHFUL IN COMMUNICATIONS
Article 12

25. Present a
“true picture”
in advertising,
marketing,
and other
representations.

26. Ensure that your status as
real estate professional is
readily apparent in
advertising, marketing, and
other representations.

27. ONLY 1 Out Of 4

28. Informal Posts May Be
“Advertising”
They consider a message that “is
designed to attract public attention or
patronage to a product of business,”
an advertisement. It is narrowed down
to directly or indirectly.
Regulatory Compliance Issue

29. Article 12
REALTORS® shall be honest and truthful in their real estate
communications and shall present a true picture in their
advertising, marketing, and other representations.
REALTORS® shall ensure that their status as real estate
professionals is readily apparent in their advertising,
marketing, and other representations.

30. Article 12 Case Study

31. REALTOR® Allen of Get It Done Real Estate is a forward thinking broker who is abreast of current marketing tools for real
estate. REALTOR® Allen is a big fan of Instagram and markets listings daily via Instagram. The properties that REALTOR® Allen
markets are not listings of his sponsoring broker but listings of top firms in the areas that he serves.
REALTOR® Allen learned today that Big Realty has filed a complaint against him and his sponsoring broker Get It Done Real
Estate for violating Article 12. Big Realty has stated that REALTOR® Allen and Get It Done Real Estate have advertised a
property without authority and presents a false picture on Instagram and the internet to potential buyers and sellers.
During the hearing it is revealed that in REALTOR® Allen’s marketing he has never disclosed the name of the real estate firm he
is affiliated with and none of his post link to a display that includes the firm he is affiliated with.
1) Has REALTOR® Allen violated Article 12?
a) Yes
b) No
2) Which Standard of Practice applies to this situation?
a) Standard of Practice 12-4
b) Standard of Practice 12-5
c) Standard of Practice 12-10
d) All of the above
3) Is there anything else that REALTOR® Allen may have violated?

34. ALWAYS GET PERMISSION
FROM THE SOURCE AND
GIVE THEM CREDIT.

35. Article 15
The obligation to refrain from making false or misleading
statements about other real estate professionals, their
businesses and their business practices includes the duty to
not knowingly or recklessly publish, repeat, retransmit, or
republish false or misleading statements made by others. This
duty applies whether false or misleading statements are
repeated in person, in writing, by technological means (e.g.,
the Internet), or by any other means.

38. Social Media Ethics for
Real Estate©