Staying True on the Internet
By Wendy Cole
Blogs, podcasts, and social networking Web sites are becoming crucial marketing tools for anyone in real estate. But unrestrained passion for these powerful communication vehicles could put you at odds with the REALTOR® Code of Ethics.
That was the key message at a session held here at NAR's Midyear Meetings. Keith Garner, managing director of NAR’s Center for REALTOR® Technology, called on REALTORS® to pay particular attention to Article 12 of the Code, which says practitioners shall be “honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing and other representations.”
That includes what you say about yourself on blogs, Facebook, and other sites. “Successful blogs never run into these problems. You’ll be called out by others if you’re not careful,” Garner said.
When an audience member questioned the necessity of disclosing that you're a real estate agent when posting on blogs or sending messages with micro-blogging tools like Twitter, popular real estate blogger Bill Lublin, the forum chair, answered that providing such information was absolutely essential: “It’s always important to identify yourself fully in your profile.”
The anonymity that’s allowable or encouraged for commentators on many blogs has no place on professional real estate sites, all panelists agreed.
So there it is: The “pathway to professionalism” that’s provided by the Code of Ethics is just as relevant in the free-flowing environs of the Internet as it is in face-to-face business interactions of contracts and closing.
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