Social media can be a great way to showcase listings, build
relationships, and connect with clients and potential clients. But to
maximize its benefits, you need a solid social media strategy. You also
need a social media safety plan, so your posts don’t land you in court.
Avoiding a real estate lawsuit related to social media starts by
knowing the risks. Let’s look at three things you can do to avoid social
media errors that could lead to legal issues.
Avoid False Advertising
With digital images, it’s easy to edit out unwanted visuals from pictures, but in most cases you shouldn’t.
In addition, make sure your words are always accurate. Just as
with mistakes on MLS listings, you are responsible for identifying and
correcting mistakes on social media posts and marketing as well.
Avoiding statements like “perfect condition,” is also a wise practice,
as those kinds of phrases can be easily disputed. A better choice is to
give clear, accurate descriptions of the property, without vague labels
that might be misunderstood or argued.
Since even old posts can get you into trouble, you should also go
back and edit or correct information you know is wrong. Social media
posts are often short and informal, which means it’s easy to get a
little lax. Take time to get it right.
Get Social Media Authorization
You want to share success stories, so you snap a photo of your
clients in front of their home and post it to Facebook. Is that a
problem? It depends. Do you have authorization to post photos of your
clients on social media?
Make it a practice to get authorization to use client names and likenesses in photographs and videos. ALWAYS get authorization if the photos or videos include children. You must have permission to use the photos and videos in social media, on your website, and in any other marketing materials.
Additional information to convey in the release is that clients will not be compensated in any way for the use of images or other materials, and they can choose to revoke authorization in the future by stating their intent in writing, though they cannot undo any sharing done while the authorization was in place.
If you have clients who choose not to sign the authorization, make it
very clear in the client’s file that authorization has not been given.
Avoid Copyright Infringement
It’s so easy to grab pictures from another website to share on your blog or your social accounts. Or maybe you’re creating a virtual walk through, so you grab your favorite song off YouTube to use in the background. Both of these actions are problematic.
If you want music for a video or ad, look for music that you can
license for use. There are a number of sites that feature free or low
cost music for use in videos or podcasts.
If you want to use pictures, you have choices:
- Request permission from the owner to use them
- Use free stock photos, if you aren’t highlighting a particular property
- Take pictures yourself
- Share the link to the website with the original photos.
When posting pictures, leave any details from the photographer in the details about the photograph and give credit according to any use agreements. You don’t want to get into a situation where a client or image owner gets into a negative discussion on your very public page about the use of their materials. Such a situation creates a poor perception of your business, which can harm prospective relationships. It could also create a snowball effect with people digging through past posts to see what else you’ve shared that you didn’t have rights to.
Please click here to contact a Pacific Home Broker’s Agent to learn more.
This article is a reprint originally published at https://www.cresinsurance.com/3-ways-avoid-real-estate-lawsuit-using-social-media/ . Copyright © held by CRES Insurance Services.