BIC TIP #1260: Who Does Number Two Work For?

As Austin Powers might ask, who does Number Two work for? In real estate marketing, the public should never have to wonder. Stephen Long is back with a reminder he keeps having to repeat: no blind ads. Your firm must be clear and conspicuous in all of your marketing.

What Makes an Ad Blind

A blind ad is advertising that does not clearly identify the firm the broker works for. It might show your name, your photo, your team logo, or a catchy slogan, but leave the consumer guessing about which brokerage is actually behind it.

Under Real Estate Commission requirements, that is a problem. The public, and the Commission, should be able to tell from your marketing exactly who you work for.

Teams and Personal Brands Are Welcome

Stephen is clear that having a team name or your own personal brand is fantastic, as long as it is something your firm allows. Branding can help you stand out and build recognition.

The catch is that your team or brand cannot replace the firm. Your firm name has to be there, clearly and conspicuously, alongside whatever brand you are building.

Your Franchise Is Not Your Firm

Here is a detail that trips up a lot of agents. Displaying the franchise name alone is not enough. Stephen points out that you need to identify your actual firm in your marketing, not just the franchise.

The Real Estate Commission needs to know what firm and what office they can find you in. A franchise may have many independently owned firms and offices, so the franchise name by itself does not answer the question. When in doubt, have your broker-in-charge review your marketing before it goes live.

The Practical Takeaway

Never run a blind ad. Every piece of marketing, from social posts to signs to flyers, should clearly and conspicuously identify your firm, not just your team, your personal brand, or your franchise. Make it easy for everyone to know exactly who you work for.