Ever wondered what sets a truly great real estate professional apart? It’s not just market savvy or negotiation skills—it’s an unwavering commitment to ethical practices. That’s where the National Association of REALTORS® (NAR) Code of Ethics comes in.
If you're a seasoned pro or just starting out, staying up to date on these ethical guidelines is your ticket to building stronger relationships and a stellar reputation.
National Association of REALTORS® (NAR) Code of Ethics - Standard of Practice 15-2
"REALTORS® must not knowingly or recklessly publish, repeat, retransmit, or republish false or misleading statements about other real estate professionals, their businesses, or their practices. This obligation applies to all forms of communication, including in-person, written, and technological means such as social media."
NAR Code of Ethics - Standard of Practice 15-3
"REALTORS® must promptly remove or clarify false or misleading statements made by others on electronic media under their control once they become aware of the inaccuracy."
Key Practices for Social Media Conduct
Think Before You Post
Before posting, confirm the factual accuracy of any statement regarding other real estate professionals, their businesses, or practices. Cross-check information using multiple, reliable sources such as public records, official announcements, or direct communication with involved parties.
Avoid relying on rumors, unverified claims, or secondhand information. Reputable industry publications, official real estate boards, or government agencies are examples of trusted sources. Sharing misinformation—even unintentionally—can harm reputations.
Monitor Your Platforms
As the owner of your social media accounts, you are responsible for the content that appears on your pages, including comments and posts from others.
Dedicate time to monitor your social media accounts. Automated notifications or moderation tools can help you stay on top of new activity.
Establish clear policies for commenting and engagement on your accounts. Pin these policies to your profiles, if possible, and moderate discussions actively. Remove inappropriate or false statements promptly and professionally.
Respond Appropriately to False Statements
If you discover false or misleading statements on your platforms—whether posted by you or others—act quickly to address them.
Acknowledge errors, correct them publicly when appropriate, and delete content that cannot be corrected without perpetuating misinformation. For example:
We appreciate the feedback and want to clarify that [accurate statement].
Keep a record of steps taken to address the issue, including timestamps and screenshots. This can serve as evidence if needed for dispute resolution.
Use Neutral Language
Social media is often viewed as an informal space, but maintaining a professional tone is important.
When discussing industry practices, competitors, or other professionals, remain neutral and fact-based. Avoid derogatory remarks, personal attacks, or language that could be interpreted as confrontational.
Share information that adds value to your audience without making comparisons or accusations that could be seen as unprofessional or unethical.
Maintain Control of Your Accounts
Your social media presence is a representation of your professional image. Protect it carefully.
Only trusted individuals who understand your ethical responsibilities should have access to your accounts. Implement safeguards, such as multi-factor authentication, to prevent unauthorized posts.
Develop a checklist for reviewing posts before they are published. This can include verifying facts and reviewing language for professionalism. For larger teams, consider implementing a system for peer or managerial review of sensitive content.
Templates for Social Media
Template 1: Clarifying a False Statement
"We recently identified a statement in this [post/comment/thread] that was incorrect. We want to clarify that [insert accurate information]. Thank you for bringing this to our attention."
Template 2: Removing a False or Misleading Post
"In line with our commitment to professionalism, we have removed a post/comment that contained incorrect information. We apologize for any confusion caused and strive to make sure all content on this page is accurate."
Template 3: General Disclaimer for Posts
"All opinions expressed are based on currently available information and are subject to change. We strive for accuracy but encourage independent verification of any claims made here."
Template 4: Addressing Misleading Comments by Others
"We appreciate the engagement on this post and value open dialogue. However, it has come to our attention that a comment here contains information that is not accurate. For clarification: [insert accurate information]. Thank you for helping us maintain an honest and respectful community."
Template 5: Responding to Private Messages About Inaccurate Content
"Thank you for reaching out and bringing this to our attention. We take accuracy and professionalism seriously. We will review the content in question and take the necessary steps to address any inaccuracies. Please let us know if you have further concerns."
Template 6: Sharing a Public Apology for Unintentional Errors
"We strive to make sure that all information shared on this page is accurate and reliable. Unfortunately, a recent [post/comment] contained incorrect information. We sincerely apologize for this oversight. The corrected information is as follows: [insert correct information]. Thank you for understanding as we remain committed to professionalism."
Template 7: Clarifying Shared Third-Party Content
"We recently shared a post from [third-party source] that included information which may be inaccurate. While we value sharing diverse perspectives, we also prioritize factual accuracy. Please note the following correction: [insert accurate information]. We aplogize for any confusion this may have caused."
Template 8: Addressing Potentially Harmful Opinions
"While we encourage diverse perspectives, we also have a responsibility to make sure that statements made here are accurate and constructive. A recent [post/comment] expressed an opinion that could be misunderstood as factual. For clarity, we would like to provide the following information: [insert clarification]."
Template 9: Proactively Responding to Negative Feedback
"We’ve noticed feedback regarding [specific topic]. We welcome constructive criticism, but it’s important to clarify that some comments contain inaccuracies. Here is the correct information: [insert accurate information]. Thank you for your understanding."
Template 10: Updating a Previously Posted Statement
"We value keeping our audience informed with accurate and timely information. A previous post included outdated information about [topic]. Here is the updated and verified information: [insert update]. Thank you for allowing us to correct this and for your continued trust."
Template 11: Engaging in Constructive Discussions
"We encourage meaningful discussions and value your input. However, to maintain a constructive and fact-based environment, we want to clarify the following: [insert accurate information]. Please feel free to reach out with any questions or concerns."
Checklist for Social Media
To make sure your social media activity follows professional standards and ethical guidelines, consider the following questions before posting, engaging, or moderating content.
Accuracy and Reliability
- Have I verified the accuracy of my post?
- Am I using credible and reliable sources to back up my claims?
- Have I fact-checked all statistics, links, and references included in my content?
- Am I certain that the information I am sharing is up-to-date and relevant?
Professionalism and Fairness
- Am I refraining from sharing unverified or speculative information about competitors?
- Does my post reflect a professional tone and avoid inflammatory language?
- Have I avoided making comparisons or statements that could be perceived as defamatory or unprofessional?
- Would I feel comfortable if this post were reviewed by a client, colleague, or regulatory body?
Engagement and Monitoring
- Have I reviewed comments on my posts for potential false statements?
- Am I consistently monitoring my social media accounts for inappropriate or misleading content?
- Do I have a plan for handling false or offensive comments made by others on my platforms?
- Am I addressing comments and messages promptly and professionally?
Accountability and Responsiveness
- Am I prepared to remove or clarify any inaccurate content promptly?
- Have I created a process for flagging and addressing errors when they are identified?
- Have I documented actions taken to address any issues?
- Do I have a clear and consistent method for logging corrections, removals, or clarifications?
Ethical Standards
- Does my post follow the ethical obligations outlined in Standards of Practice 15-2 and 15-3?
- Am I upholding my responsibility to remove or clarify false or misleading statements made by others on media I control?
- Is this post free from content that could harm the reputation of other professionals unfairly?
- Does this post or comment reflect my commitment to honesty, integrity, and clear information?
Security and Control
- Is my social media account secure and protected with strong passwords and two-factor authentication?
- Have I limited administrative access to my accounts to trusted individuals?
- Do I have clear guidelines for others managing my account to follow ethical standards?
Clarity and Context
- Is the content of my post clear and easy to understand?
- Am I providing enough context to avoid misinterpretation?
- Does my post include disclaimers, if necessary, to clarify opinions or speculative information?
- Have I considered how my audience might perceive or react to this content?
Clear Information
- Am I clear about any affiliations, sponsorships, or potential conflicts of interest related to this content?
- Have I disclosed any financial or business interests that might influence the post’s content?
- If I’ve shared third-party content, have I clarified whether I endorse or simply share the information?
Reputation Management
- Does this post contribute positively to my professional reputation?
- Could this content be taken out of context and misused?
- Have I made sure this post aligns with my long-term branding and professional goals?
Legal and Regulatory
- Am I confident this post follows all applicable laws and regulations?
- Have I avoided any statements that could be considered discriminatory, defamatory, or otherwise illegal?
- Am I respecting intellectual property rights, such as copyrighted material or trademarks, in my post?
To Learn More...
For real estate professionals, understanding these concepts can be particularly valuable during discussions with clients about why REALTORS® are ethical professionals.
If you’re preparing for your Real Estate Continuing Education or looking to enhance your knowledge through a Real Estate Course, topics like how to be ethical on social media can help set you apart.
As part of your License Renewal Course or other Real Estate CE efforts, staying informed on foundational property concepts can make a big difference in your expertise and client relationships.
