U
sing social media as a real estate professional can be a double-edged sword, offering opportunities to showcase expertise and reach a wider audience but also carrying its own set of legal risks. According to the National Association of REALTORS®, 52% of agents and brokers rely on social media as their top tool for attracting quality leads.

    To avoid potential pitfalls, real estate professionals should follow best practices outlined by Chloe Hecht, senior counsel at NAR. These include:

    Using the REALTOR trademark correctly: Only NAR members can use this mark, which must appear next to a member's name and not be used descriptively (e.g., @janerealtor but not @topchicagorealtors).

    Obtaining permission for third-party content: Before posting images or other content found online, get written consent from the original creator to avoid copyright infringement penalties of up to $150,000 per incident.

    Complying with advertising laws: Ensure social media ads adhere to federal, state, and local regulations, including truthful testimonials and endorsements. State laws also require real estate licensees to include their license information and brokerage name in all advertisements.

    Maintaining ethics: Article 12 of the REALTOR Code of Ethics demands that agents present an accurate picture in their advertising, marketing, and representations, including social media content. This means avoiding manipulated photos and obtaining permission from listing firms before promoting third-party listings.