This 3 hour real estate brokerage continuing education course maps out the rules to advertise property in the State of New York. Did you know that real estate salespersons, associate brokers and brokers cannot just say whatever they want in real estate advertisements? Moreover, agents can’t be forced by their clients to manipulate the true description of property while marketing. In this course, you will learn that there is no freedom of speech in this regulated industry. In fact, the New York State legislature empowered the Department of State to enforce advertising regulations and such regulations are actually enforced.

After taking this course, you will be able to recite, with precision, the do’s and don’ts of real estate advertising. Instead of passing this integral function off to your team members or 3rd party vendors, you will know the importance of actively managing every aspect of promotion and mastering this craft. You will learn what you can and cannot include in advertisements. We will go over team advertisements, classified advertisements, mail, telephone, websites, e-mail, business cards, signs, billboards, flyers, for-sale signs, photographs, web-based promotion and more.

We will review court cases of deceptive and misleading advertising and you will understand the consequences of such action. We will discuss advertising statutes, regulations and opinion letters from the Department of State so that agents can advertise right up to the limit of what is permissible while complying with the laws of the State of New York.

Deceptive & Misleading Advertising

Instructor: Andrew Lieb, Esq., MPH

Credits: 3 CE Hours

If you've been following our blog, you've known for months about the Real Estate Brokerage Advertising Regulations which became effective on January 2, 2014. Hopefully you have been preparing to ensure compliance, but if you haven't, here's one last reminder that you most likely need to overhaul the way you advertise.

The Department of State has overhauled the Advertising Regulations found in 22 NYCRR 175.25. If you've visited their page before, make sure you refresh your browser to see the updated January 2014 regulations. What used to be two paragraphs has exploded into twenty-eight paragraphs over two pages covering everything from for-sale signs to e-mail correspondences. Even the simplest things fall under the new regulations. For example, salespersons and brokers must display their full licensed names on their advertisements, no nicknames, and phone numbers must be clearly labeled based upon their type (cell, desk, home, etc). By defining advertising as "promotion and solicitation related to licensed real estate activity" the Department of State has thrown a broad net in order to capture as much activity as possible under the new regulations.

It is imperative that brokers become familiar with the new regulations so they understand what they need to change, and it is even more important that brokers conduct trainings with their agents who most likely are unknowingly violating the new regulations on a regular basis. Determining what information is required on each type of advertisement requires a careful reading of the regulations. Consult your trusted attorney for guidance so you can avoid potential penalties and continuing running your brokerage without a hiccup.

We are continuously receiving questions if a Team needs to create a new entity under the Advertising Regulations, at 19 NYCRR 175.25, for Real Estate Brokerages, which are effective January 2, 2014.

No, a team can continue to own an old entity that does not comply with the regulations for names so long as the team does not promote or solicit related to licensed real estate activity under that name.

So, the brokers ask us - wouldn't we always promote or solicit under our name.

Well, you can simply file a Certificate of Assumed Name with New York State that does comply, operate under that Assumed Name, but continue the entity structure that has the non-complying name, which is a much less expensive and time consuming solution than establishing a new entity.

To accomplish this Assumed name, read the Instructions for Completing the Certificate of Assumed Name first, then, fill out the form, pay the appropriate fee and file.

However, the form does state: "All documents should be prepared under the guidance of
an attorney". So, if you need help, hire an attorney.

Best of luck.

In an August 6, 2013 article, The Real Deal conclusively proclaimed that real estate brokers, associate brokers, and salespersons no longer have to place the term "licensed" in front of their license type.  Quoting Alfred Fazio of Capuder, Fazio, Giacoia, LLP, the article reasoned that "[i]t seemed particularly redundant to require agents to use 'licensed' before real estate salesperson, real estate associate broker, or real estate broker.  In a similar example, it would be as if requiring attorneys to advertise themselves as 'licensed.'"

Not so fast my friend.  While The Real Deal's advice is sound for a large percentage of situations where a salesperson or broker would describe their license type, brokers can't do away with the requirement altogether.  A Department of State Opinion Letter can interpret statutes or regulations, and the Department of State can issue and alter regulations; however, an Opinion Letter cannot override the express language of a statute instituted by the legislature.

RPL § 441-a(3) requires real estate brokers to "conspicuously post on the outside of the building in which [their place of business] is conducted a sign of sufficient size to be readable from the sidewalk indicating the name and the business of the applicant as a licensed real estate broker, unless said office shall be located in an office, apartment or hotel building, in which event the name and words 'licensed real estate broker' shall be posted in the space provided for posting of names and occupants of the building, other than the mail box."

Where does that leave us?  The Opinion Letter relieves brokers, associate brokers, and salespersons from the duty of including the term "licensed" in their advertising and other descriptions of their license type, but it cannot eliminate the explicit requirements of RPL § 441-a(3).  Real estate brokers, associate brokers, and salespersons can rejoice in the news that their business cards and for-sale signs can be one word shorter, but the industry can't throw away with the term "licensed" completely.  If you're a broker, you still need to have the full title "Licensed Real Estate Broker" displayed on the outside of your place of business.