BIC TIP #1128: Open House for Another Firm’s Listing
In today’s social-media-driven market, it is tempting to share everything that looks good, shiny, or clickable. Another firm’s listing photos. A slick video walkthrough. A “Coming Soon” post you saw in the MLS. After all, it is public, right?
Wrong. And that misunderstanding gets brokers in trouble far more often than it should.
Here is the rule in plain English: if the listing is not with your firm, you do not have automatic permission to market it. Not on Instagram. Not on Facebook. Not in a Reel, Story, TikTok, flyer, email blast, or text message.
What You CANNOT Do Without Permission
- Share listing photos or videos from another firm
- Post or promote Coming Soon listings from another firm
- Create social media content that looks like marketing (not just commentary)
- Assume IDX equals marketing permission (it does not)
IDX allows display on your approved website under MLS rules. It does not authorize you to repost photos or videos on social media or use them in personal marketing.
What You CAN Do
- Share another firm’s listing only with express permission from the listing agent and seller
- Direct consumers to the MLS or the listing firm’s website without repurposing content
- Market your own services, not someone else’s inventory
Remember, “helpful exposure” is still marketing. Intent does not override permission.
