MAR - Ethics, Risk Management and Social Media
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Transcript of MAR - Ethics, Risk Management and Social Media
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Ethics, Risk Management and Social Media
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www.SlideShare.com/LindaDavis
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Where are you when it comes to technology?
BeginnerIntermediate
AdvancedUbergeek
Who am I?I am not an attorney and I did not sleep in
a Holiday Inn Express last night.
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My goal today it to make a sleepy topic fun….
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Realtor®
Say….
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44. Realtor – The word has three syllables. Say /RE-AL-TOR/, not /re-a-la-tor/
From: Merriam Webster Dictionary
From: Daily Writing Tips Online
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LEGAL REGULATORY
ETHICAL
PRACTICAL
Risks Braved by REALTORS®
Includes Copyrights Includes Can Spam Act
Includes Code of Ethics Includes “Don’t be Stupid”
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Legal: Issues raised by the misuse or misappropriation of content, potential violations of trademarks and copyrights, potential violations of agency relationships and fiduciary responsibilities.
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Using the REALTOR® logo and terms (The Marks)
National Association Trademark Protection Coordinator
Trademarks
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Trademarks not properly protected can be lost forever.
Examples?
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•Phillips-head screw – Henry F. Phillips•Aspirin – Bayer•Escalator – Otis Elevator•Pogo – Pogo stick•Thermos – Thermos Company•Yo-Yo – Duncan Yo-Yo•Zipper – BF-Goodrich
Companies that lost their legal protection (trade mark) because their product names
became too generic.
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"I am stuck on Band-Aids, 'cause Band-Aid's stuck on me" to "I am stuck on Band-Aid brand, 'cause Band-Aid's stuck on me."
In order to protect their Trademark, Johnson and Johnson changed their slogan from:
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This image is ineligible for copyright and therefore is in the public domain, because it consists entirely of information that is common property and contains no original authorship.
Wikipedia
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The terms REALTOR, REALTORS, REALTOR ASSOCIATE, as well as the REALTOR with Block "R" logo, are all federally registered
collective membership marks owned exclusively by NAR.
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The term REALTOR® may not be used with descriptive words or phrases:
•Main Street’s most qualified REALTOR®•Consult a professional REALTOR®•Doe County’s leading REALTOR®•The concerned REALTOR®•Number one REALTOR-ASSOCIATE®•Your local REALTOR®•Commercial REALTORS®
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The same applies to using REALTOR® online, except….
Requirements regarding capitalization and registration symbol do not apply
No punctuation is necessary to separate member’s name or business
Allowed: Johndoe-realtor.com johndoerealtor.com
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Domain Names
The term REALTOR®, whether used as part of a domain name or in some other fashion
must refer to a member or a member's firm
www.janedoerealtor.comwww.blackacresincrealtors.com
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www.postalrealtor.com
It’s only a matter of time…..
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SuperRealtorWoman.com
Uh oh….
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OOPS!!!!
Agent GeniusFormerly RealtorGenius.com
Color for Real EstateFormerly Color for Realtors
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Exitceptional Chicago Realtor
Your Seacoast NH Realtor
Realtor Referral Group
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www.realtor.org
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www.RontheRealtor.com
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[email protected]:23 AM (18 minutes ago)to me
Good morning Linda,
Thank you for your question. As long as Ron is a member of the Association this is fine. The attorneys decided that the use of "the" or "a" with a member's name and the membership marks to be acceptable uses of the Marks in a domain name.
Sincerely, Mary Newill, Trademark AdministratorLegal Affairs DivisionNATIONAL ASSOCIATION OF REALTORS®
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Assume that everything you see on the internet is copyright protected unless it says otherwise.
Other online legal risks….
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Copyright Infringement
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Attribution – Non Commercial – No Derivs
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www.creativecommons.orgSix levels of Licenses
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Use Royalty Free Photos
Photopin.com
IStockPhoto.comBigstockphoto.com
Fotalia.comWikipedia
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Copyright.gov
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Other online legal risks….
Violations of agency relationships and fiduciary responsibilities.
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Client Confidentiality• Never post about properties while in
negotiations.
• Never post anything negative about a listing or a customer. (While you are at it, don’t post anything negative about another agent.)
• If you are having a bad day, keep it to yourself.
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Don’t be stupid….
Found on Facebook
We showed property to husband and wife physicians who said they were not working with any other agents -BS! Fortunately their agent called because they want to make an offer on the house we showed them and she is an honest ethical agent.
We asked for a referral commission even though we are procuring cause AND she knows it - they lied to us, but had to come clean to her - so now that we know they are not very ethical people professionally would we want them to be our doctors? Would you?UGH!!!
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Regulatory: Issues raised by State licensing organizations, Federal CAN Spam Act, and policies of all other Federal, State & Local regulatory agencies, regulations imposed by NAR, your State & Local Association, MLS.
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The event ofE-mail
has created acommunication
shift!
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The Can-Spam Act of 2003
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The Basic Practices of The Act
All commercial emails must have :
• Physical postal address and valid email address
• An opt-out option must be included
• The law gives senders 10 business days to stop sending e-mail to the recipient.
• Deceptive subject lines are not allowed
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Using an email newsletterConstant Contact
$15 Month for 0-500 Email Addresses $30 Month for 500-2500 Email Addresses
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Mail Chimp
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Realtor.org
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Ethical: Issues raised by the COE and Standards of Practice of NAR, and the obligations imposed by any other professional organizations or institutes.
Includes Plagiarism and Fair Housing
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“Anytime we interact in social environments online we are still
obligated by these laws and regulations.”
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When writing and marketing in an online world you must follow the same guidelines you use in
print advertising
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Potential Fair Housing Violations
Be cautious in answeringquestions on social networks like
Trulia, Zillow, Twitter or Facebook.
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Sometimes it is better not to get involved.
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Code of Ethics
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Plagarism
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Practical: Issues raised regarding social media policies, its use and abuse by employees and agents, reputation monitoring, reputation management, and creating a flexible platform which will respond to the changes in technology which are current and forthcoming.
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What Do People Want To Read/See/Hear In Your Status Updates?
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We showed property to husband and wife physicians who said they were not working with any other agents -BS! Fortunately their agent called because they want to make an offer on the house we showed them and she is an honest ethical agent.
We asked for a referral commission even though we are procuring cause AND she knows it - they lied to us, but had to come clean to her - so now that we know they are not very ethical people professionally would we want them to be our doctors? Would you?
UGH!!!
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Avoid Social Media Landmines• Always make sure that your
company name and professional status are apparent on every electronic communication you make.
• Be careful about posting information about your meetings with clients or other real estate professionals.
• Don’t complain, brag, or even talk about your client’s reactions to property.
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Company privacy
Social media sites are the new water cooler conversation.
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Consumers are talking about you from their keyboard and smart phone. What are they
saying?
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If you don’t create your own online presence it will be
created for you
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Trulia and Zillow
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Yelp Reviews
Angie’s List Trusted Reviews
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Participation online is one of the best ways to manage your
reputation
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Hub Spot: “Google is the new yellow pages.”
It’s all about finding you on line. When people Google you,
what do they find?
Linda Davis Real Estate
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If Something Goes Wrong…..
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Engage or Ignore?
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Choose your battleground
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Don’t respond in anger
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Don’t make it personal
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Rally the Troops!!!!
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These make phone calls too!