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Email to Send to NAR Members
By Ryan Ward | December 4, 2007
We ask that you send a copy of this letter to local REALTORS® in your area
Dear NAR (National Association of REALTORS®) member,
Please take a moment to read this letter as the information is very important to the ways in which we (agents and brokers) are permitted to market in the highly competitive internet marketplace. The NAR passed an amendment to Article 12 which can prohibit the use of the term ‘MLS’ in our marketing materials. The implications of this amendment will have a detrimental effect on our ability to compete on a level playing field with non-members as well as to make it more difficult to provide the public with a “true picture” of MLS listings. Here is a copy of the newly passed amendment:
- Four New Standards of Practice to Article 12
Recognizing that more and more advertising and business is being conducted via the Internet, this new Standard provides:
- 1) REALTOR® firm websites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner.Websites of REALTORS® and non-member licensees affiliated with a REALTOR® firm shall disclose the firm’s name and that REALTOR®’s or nonmember licensee’s state(s) of licensure in a reasonable and readily apparent manner.2) The obligation to present a true picture in representations to the public includes information presented, provided or displayed on REALTORS®’ websites. REALTORS® shall use reasonable efforts to ensure that information on their websites is current. When it becomes apparent that information on a REALTOR®’s website is no longer current or accurate, REALTORS® shall promptly take corrective action.3) REALTORS® intending to share or sell consumer information gathered via the Internet shall disclose that possibility in a reasonable and readily apparent manner.
4) REALTORS® obligation to present a true picture in their advertising and representations to the public includes the URLs and domain names they use, and prohibits REALTORS® from:
a. engaging in deceptive or unauthorized framing of real estate brokerage websites;b. manipulating (e.g. presenting content developed by others) listing content in any way that produces a deceptive or misleading result;c. deceptively using metatags, keywords, or other devices/methods to direct, drive or divert Internet traffic, or to otherwise mislead consumers.This leaves open to interpretation for individual MLS boards to dissallow the use of the term MLS anywhere on our websites.
We feel that it is imperative that the NAR clarify this position and allow all REALTORS® to use the term MLS on our websites as it is a true picture because the information displayed is in fact data delivered from the MLS.
The Consequences:
The Consequences to us as agents and brokers who are members of the NAR are that we will lose the ability to:
- Market directly to buyers using a term that they are already familiar with.
- Be unable to compete, on a level plating field with non-member agents and brokers as well as third party websites who do not have access to the MLS data feed that we use on our websites, but, will be able to usurp us in the ever important ability to be found on the search engines. They will have free reign to market for this term because consumers use it. This fact alone should serve as reason enough to protect and preserve the use of ‘MLS’ by NAR members across the country.
Our ability to use and market the term ‘MLS’ is the very best way that we can provide a “true picture” of real estate listings to the consumer.
Please take a moment to pass this email on to as many agents and brokers that you can and don’t forget to sign the petition to have NAR rescind the amendment.
Thank you for your time,
Topics: Code of Ethics, MLS |