Unit 4.1 Lead Generation and Advertising
What is the Can SPAM Act?
Solicitation emails must always include an "unsubscribe" link
What is Junk Fax?
NO unsolicited faxes (if you can find a fax machine!)
What are Blind Ads?
• All advertisements (business cards, signs, social media posts, tweets, Instagram pictures) that involve real estate services must be approved by the Broker in Charge of the licensee. • Additionally, every advertisement that involves real estate services in North Carolina must list the name of the Broker in Charge or the name of the Real Estate Firm on the advertisement. This is so we can know who the person placing the ad is...are they the seller, a real estate agent, a martian? • Ads that do not contain either BIC or Firm name are considered "blind ads" because we don't know who placed the ad
What is Group Boycotting?
• Group Boycotting happens when brokers/agents/firms "collude" to push a competitor or service provider out of the market.
What is Solicitation?
• Marketing for the purpose of finding clients • Real estate licensees market themselves in a number of ways • Phone calls • Email campaigns • Door Knocking • Handing Out Business Cards
What are the Laws affecting Solicitation of Clients?
• National Do Not Call or Text Registry • Consumers can place themselves on a "Do Not Call" list at donotcall.gov • Once on the list, that person may NOT be legally called or texted to solicit their business unless invited • There are 3 exceptions to the rule. This means there are 3 VERY SPECIFIC circumstances where it is OK to call or text someone who is on the list •For Sale By Owner can be contacted but ONLY if the licensee has a buyer client for the home •A consumer who gives their contact info on a sign upform can be contacted for a 3 monthperiod even if on the list •Consumers who were actual clients of the licensee may be contacted by that licensee for 18 months after their transaction even if the consumer is on the Do Not Call list
What is Price Fixing?
• Price Fixing occurs when brokers make it seem like all firms charge the same thing •Brokers should never use phrases like "standard commission" or "going rate" or "normal commission" •Brokers should use "this is what we charge", "this is what I charge", "this is what my firm charges" • Commissions must ALWAYS be negotiated between the Firm and the Client—in EVERY case individually • On a test, brokers should always avoid any discussions that compare their commission to other firms. Never do this. Talk about what you charge, not what your competition charges.