The Board is receiving screenshots of many blind ads in our marketplace. Please remember, just like a lawn sign, social media videos, slideshows and images are great tools to build your brand, promote your expertise to potential clients and sell a listed property – however, all are considered advertising and must contain the Name of your BROKERAGE in the TEXT of the POST.   Otherwise that’s a BLIND AD and prohibited. (btw your team name IS NOT your brokerage name).

You have an obligation to the REALTOR Code of Ethics and the real estate license laws and advertising laws in Massachusetts to name your brokerage. It’s a consumer protection issue as well.

Technology makes it easy now – add a logo, comment, and some add it right in their user name [Jane Doe of ABC Realty].  If that’s too long / unwieldy simply make sure to add it in the comments on each post, or embed your corporate logo on the video/image, or include an opening / ending credit screen. A consumer should be able to readily see where you work when viewing your post. And that’s good business branding too!

MA: 254 CMR 3.0 (9) Prohibits Agents and Brokers from ADVERTISING the purchase, sale, rental, or exchange of any real property under their own name. In the simplest terms, if you are licensed in MA, and you want to advertise property… YOU MUST INCLUDE THE NAME OF YOUR BROKERAGE right there! For the pleasure of those of you that like to see things for yourself… https://www.mass.gov/…/254-cmr-3-professional…/download.

Note:  The name of the brokerage must appear directly within the advertisement itself.  Massachusetts law does not allow for “one-click-away” disclosures. Agents must not rely solely on profile bios, “about” sections, account names, landing pages, or external links for brokerage identification. Instead, the brokerage name should be included within the caption, image overlay, video overlay, or text of the advertisement itself.