SCAOR has recently received some complaints saying that Agents are not identifying themselves on the telephone, in their ads, on their signs, when calling other REALTOR^® offices, or in other forms of communication with consumers.

Please remember your obligations under the Code of Ethics:

Standard of Practice 3-7 of the Code states:

"When seeking information from another REALTOR^® concerning property under a management or listing agreement, REALTORS^® shall disclose their REALTOR^® status and whether their interest is personal or on behalf of a client and, if on behalf of a client, their representational status." (Emphasis supplied)

Therefore, a call from one agency to another might use the following format:

"Hello, this is (Agent's name) with (Agent's company). I would like to show (property address) on (date), and I am a Buyer's Agent (or subagent, or I'm previewing for a client).

Article 12 of the Code of Ethics also addresses "true picture":

REALTORS^® shall be careful at all times to present a true picture in their advertising and representations to the public. REALTORS^® shall also ensure that their professional status (e.g., broker, appraiser, property manager, etc.) or status as REALTORS^® is clearly identifiable in any such advertising. (Amended 1/93)

Rule 7.3 of the Delaware Real Estate Commission Rules and Regulations states:

7.3 Advertising

7.3.1 Any licensee who advertises in newspapers, the Internet, or any other media, real property personally owned or real property in which the licensee has any ownership interest must include in the advertisement that he or she is the owner of said property, and that he or she is a real estate licensee. This subsection does not apply to signs.

7.3.2 Any licensee who advertises on signs, newspapers, the Internet, or any other media an offer to purchase real property must include in the advertisement that he or she is a real estate licensee.

7.3.3 Any licensee who advertises, by signs, or in newspapers, the Internet, or any other media, any real property for sale, lease, exchange, or transfer that is listed with a broker must include in legible print in the advertisement the complete business name that has been registered with the Commission, and office phone number registered by the broker of record with the Commission for that office location. Nothing contained herein shall preclude the listing of additional phone numbers. All such advertising shall also contain language or abbreviations that clearly identify each phone number listed; examples include, but are not limited to: "Office"; "Home"; "Res."; "Car"; and "Cell".

7.3.4 All advertisements for personal promotion of licensees must include the complete business name that has been registered with the Commission, and office phone number registered by the broker of record with the Commission for that office location.

So let's tell the world who we are. Remember — Disclosure, Professionalism, and Courtesy! It helps us all.

See you next week.

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