In the video, Judy talks about challenges she and Michelle Lind ( head honcho at the AAR ) had when trying to determine what “clear and prominent” means as they put together the advertising guidelines and rules for Arizona brokers and their real estate web sites.
Obviously, the huge number of real estate-related web sites means that it is difficult for the Department of Real Estate to keep track of each and every compliant and non-compliant web site out there. Heck, you have brokerage sites that fail miserably when it comes to identifying the name of the brokerage. Just think of the huge number of individual real estate agents out there who don’t know what the giudelines are, and they certainly don’t know how to add a logo to the header of their web site. They spend $19.95 per month to have a company “build them a website” that will help create their empire. The “problem” is that the so-called web developers who mass produce many agent web sites have never bothered to see ( Update: they probably aren’t aware of the regulations. It would be an easy oversite on their part! ) if there are any compliance issues for their agents who are just a credit card number to their company.
It is interesting to see the Commissioner talk about things that brokerages “should” consider when advertising their services on the internet. The talk focuses on how the brokerage or brokerage logo should be displayed on the agent or broker’s web site. Basically, the Department looks to “protect the public” from unscrupilous people who don’t display their brokerage prominently on their web site.
Arizona Brokers – Pay Attention!
In the video above, Commissioner Lowe mentions things like:
“Over and above” or “At least as strong as”
“Front and center at the top”
Judy likes to say that she can tell you what isn’t acceptable…
“It’s not the logo of the company buried at the bottom right hand corner, and you need a magnifying glass to see it.” Judy Lowe, Arizona Department of Real Estate Commissioner.
She reiterates that the brokerage logo should be clear and prominent on every page of the web site. She also mentions that it must have the name of the company as the company is licensed with the Department of Real Estate. Unfortunately, some agents don’t even attempt to comply, while others just don’t know what the rules are. Each brokerage should have a policy about these kinds of things. Yes, I have had our logo approved by our broker. We’re pretty certain the Commissioner would approve, as well. 🙂
More clarification from the Arizona Association of REALTORS:
“The Commissioner’s Rules require that the name of the brokerage firm must be “clear and prominent” on all advertising materials, including a website. See A.A.C. R4-28-502(E). However, there is no requirement that the name of the brokerage firm be the largest item on the advertising materials.”
It was difficult for me to keep from posting some of the many sites I see as examples of what NOT to do. It is certainly a common occurrence.
- It was great to see my friends Paula Serven and Paula Monthofer in the video with Commissioner Lowe. Nice job, ladies!
**Update: Approximately 6 months after this post was written, there is another update from the Arizona Assocation of REALTORS and commissioner Lowe. It sounds like they are still looking to get the word out about this topic.