Advertising

Compliance Info

Advertising

Compliance Info

**This is not a complete list of compliance requirements, merely highlights of advertising and marketing rules to follow. Please check with KW, TREC, NAR and TAR for complete rules, as you are responsible to follow them.

KELLER WILLIAMS® Identity & Style Guide

Guide Gives Requirements and Examples

**Remember, style guide items are to be updated as you can, as stated in the handout and on the FB Live class. They are separate from the new TREC rules that will be enforced on May 15, 2018. The link to the Identity and Style Guide Information is located here so you can review can keep them in mind as you incorporate TREC Requirements that are listed below.

Overview

What is an advertisement? TREC states Under Rules 535.154 and 535.155 (effective May 15, 2018), an advertisement is defined as “any form of communication by or on behalf of a license holder designed to attract the public to use real estate brokerage services and includes, but is not limited to, all publications, brochures, radio or television broadcasts, all electronic media including email, text messages, social media, the Internet, business stationery, business cards, displays, signs and billboards.” An advertisement does not include a communication from a license holder to the license holder’s current client.

Below are listed the requirements for commonly used types of advertising as well as how to add the requirements on the most common social media sites.

There is also a “standard requirement” section that pertains to most of the topics on this page and is referenced within those topics.

Standard Requirements (will be referred to in topics below)

  1. Links to TREC forms must be 1 click away
  2. Size of the text for TREC notices is important.
    •     Text must be at least 10 pt. font.
    •     If the text above is 10 pt. or 11 pt. font, you cannot use “TREC” in the text, but must say “Texas Real Estate Commission”
    •     If the text is 12 pt. or larger, you can abbreviate using “TREC” instead of “Texas Real Estate Commission”.
  3. KW Dallas Metro North logo must be used rather than the KW International logo.
  4. KW ownership statement must be included and is “Each Office is Independently Owned and Operated”
  5. Broker Information must be shown by including a Market Center logo, that shows your broker in at least ½ the size of your largest contact information, which includes your name and/or logo (see image below)

Compliance KWDMN Logo Size Image

Checklist for Business or Team Name & Titles

☐ Prior to using a business name or team name, it must be filed and processed with TREC.

☐ You must not represent yourself in any way as a broker by the use of a name that TREC may feel is deceptive.

☐ Your business or team name must end with the word “team” or “group” even if you are an individual agent.

☐ To get approval in the use of a name and to file it with the Texas Real Estate Commission, contact KW Dallas Metro North Agent Services for instructions.

☐ You must not use titles on advertising that imply you are resonsible for the brokjerage such as President, CEO, etc.

Market Analysis Information

 

See TREC information at this link §535.17 for rules on the following: Broker Price Opinion, Comparative Market Analysis, or Sales Price Estimate.

Checklist For Domains

It is highly recommended that you purchase a domain name to connect with the website you are given here at KW DMN, although not required. 

TREC does not consider URLs or email addresses to be advertisements in and of themselves. However, an advertisement that contains a URL or email address of a sales agent that includes a title that implies responsibility for a brokerage violates TREC Rule 535.155(d)(4). Further, TREC will consider all advertisements in their entirety and if an email address or URL makes the advertisement misleading or deceptive, it violates the law [Rule 535.155(b)(4) and
TRELA §1101.652(b)(23)].

NAR does include URLs, Domain names, etc. as part of their advertising standards.

Standard of Practice 12-10 REALTORS®’ obligation to present a true picture in their advertising and
representations to the public includes Internet content, images, and the URLs and
domain names they use, and prohibits REALTORS® from:

1. engaging in deceptive or unauthorized framing of real estate brokerage
websites;

2. manipulating (e.g., presenting content developed by others) listing and other
content in any way that produces a deceptive or misleading result;

3. deceptively using metatags, keywords or other devices/methods to direct,
drive, or divert Internet traffic; or

4. presenting content developed by others without either attribution or without
permission, or

5. otherwise misleading consumers, including use of misleading
images. (Adopted 1/07, Amended 1/18)

Standard of Practice 12-12
REALTORS® shall not:

1. use URLs or domain names that present less than a true picture, or

2. register URLs or domain names which, if used, would present less than a
true picture. (Adopted 1/08)

Checklist:
☐ Do not use KW or Keller Williams in your purchased domain name per Keller Williams
International Terms of Use.

☐ Do not use any trademarked or copyrighted name/wording.

☐ Do not use engaging or deceptive domains/URLs that could in any way violate NAR’s Standard of Practice or cause the public to believe you are in charge of the brokerage business.

☐ Do not use “Brokerage”, “Company” and “Associates” in your domains/URLs or DBAs

☐ Do not use “Realty” “Real Estate” or “Properties” in your domain/URLs unless it ends in team or group (like your DBA, team or group name).

Checklist for Email Signature

Items to have in your signature line:
You can personalize this by using an image or adding extra information, however there are some compliance requirements that you must include.

☐ Information from Standard Requirement section.

☐ Link to your completed Texas Real Estate Commission Information about Brokerage Services form that meets the guidelines in the Standard Requirements. It must be at the top of your signature line, above your name.

☐ Link to your Texas Real Estate Commission Consumer Protection Notice form that meets the guidelines in the Standard Requirements. It must be at the top of your signature line, above your name.

☐ Your name with REALTOR®

☐ Broker Information by including a KW DMN Market Center logo, that shows your broker in at least ½ the size of your largest contact information, which includes your name and/or logo. Details on this in the Standard Requirement section.

☐ Wire fraud notice:
WIRE FRAUD: During your representation by Keller Williams Realty you will NEVER be asked, via email, to wire or send funds to ANYONE, not even a title company. DO NOT COMPLY WITH EMAIL INSTRUCTIONS TO WIRE FUNDS!

Example signature line:
Example Signature Line Image
Note:
You can customize your email signature in many ways, however always be sure to include the requirements listed here. You can also create an email signature image by logging in to Michael Lewis Marketing Suite under the menu item “free stuff”. Just make sure you add the required information.

Checklist for Business Cards

Items to have on your business cards.

☐ Information from Standard Requirement section.

☐ Your name and team name, if applicable. If you are on a team be sure this meets TREC requirements and has been registered) See Agent Services to file the proper forms.

☐ Identified as a REALTOR®

☐ REALTOR® Logo

☐ Equal Housing Opportunity Logo

☐ Then personalize as you desire with phone, address, website, etc.

Recommended:

☐ Helvetica Neue LT Std. Font Family

☐ Preferred KW red, gray, black and white

Checklist for Yard Signs

Items to have on your yard signs.

☐ Information from Standard Requirement section.

☐ Your name and/or team name, if applicable. If you are on a team be sure this meets TREC requirements and has been registered) See Agent Services to file the proper forms.

☐ Identified as a REALTOR®

☐ REALTOR® Logo

☐ Equal Housing Opportunity Logo

☐ Then personalize as you desire with phone, address, website, etc.

Recommended:

☐ Helvetica Neue LT Std. Font Family

☐ Preferred 33% – 50% KW Red

Checklist For Website

Checklist:

☐ Information from Standard Requirement section.

☐ Name of agent or team name

☐ Appropriate domain name is being used

☐ Are you  or your team identified as a REALTOR® or REALTORS®

Note that this is a membership, not a title or designation. It matters in how and where you use the designation. See NAR requirements.

☐ Broker is clearly identified and is at least 1/2 the size of your largest contact information as stated in the standard requirements.

☐ Include the KW Dallas Metro North logo.

 ☐ Keller Williams Realty ownership statement.

 ☐ TREC Information About Brokerage Services form and/or link added with proper name, location and size per standard requirements.

The link to your forms must provide a “one-click away” ability.

Verify you are using a completed, updated IABS form.

If a team, you need to have IABS forms for all of the team members who are represented on the site who are licensed agents.

☐ TREC Consumer Protection Notice form and/or link added with proper name, location and size per standard requirements.

The link to your forms must provide a “one-click away” ability.

The best way to add TREC required forms (Information About Brokerage Services and the Consumer Protection Notice) each with a seperate link in the footer or menu of the website. This is needed due to the requirement that the links be shown on every page.

Checklist For Historical Websites

eAgentC Website

This is the oldest website that KW has used in the past that agents still have access to use. It is highly recommended that you move to a newer, more updated site. Rarely is this website still used, however many agents still have it active. Which means it may exist online, but no be compliant. The recommended solution to this is to disable this site completely.

☐ If you are still using this site it must meet the same requirements as our current websites.

☐ If you are still using this site, it is highly recommended that you move to a more updated site, this one may not exist too much longer. Exact timing is not known.

☐ If you are not using this site, disable it as soon as possible.

Instructions to disable this site:

Login to mykw.kw.com

Hover your mouse on “home”

Select “Agent Website Admin”

Select 2.0 on the left menu

Select 2.4 on the left menu

Under the “Hosting” heading for website status, slect “disable”

Website to display select “alternate”

Fill in the alternate website with the coplete domain name for your current site starting with “https://”

Save

Market Leader eEdge Website

All KW agents have a Market Leader eEdge website, even though most agents are not using it and moved to our precious Placester sites and now our current KW Command Websites.

You cannot delete this website, even if you are not using it. With this in mind, it is important to be sure it has the proper compliance information included on it whether or not you are using it.

The recommendation is to move from using this site to our new KW Command websites as soon as possible. As these sites may be going away at some point in the not too distant future.

To be sure you have proper compliance information, follow these instructions:

Login to your mykw.kw.com site

In the eEdge Control Panel select “new leads”

Select “Account” in the top right of the page

Select “Website”

Select “Footer” in  the left menu

Here you will see links that are placeholders for your TREC form links. Verify that these links have your completed TREC forms attached, and if not, update the link as needed.

Save

Social Media Post Example

Items to have on your social media posts:

☐ Information from Standard Requirement section.

Depending on the social media site you are using, you may or may not be able to include all required items. Keep in mind the requirements and do the best you can to meet compliance requirements depending on the social media platform you are using.

☐ Agent’s Name, REALTOR®

☐ Proper Team Name (if applies)

☐ City/State in which property being advertised is located

☐ Ownership statement, which is “Each Office is Independently Owned and Operated”

☐ Broker Information in the form of the market center logo

If unable to include all of the information in the text, you can often add the required information on a corner of an image without being disruptive to your purpose.

Example of Social Media Ad

Facebook Checklist

Personal Page Checklist

☐ Identify yourself as a REALTOR®

☐ Broker is clearly identified as KELLER WILLIAMS® Realty, Dallas Metro North

☐ TREC Information About Brokerage Services form added to the featured images on the left side of your personal profile information.

☐ TREC Consumer Portection Notice form added to the featured images on the left side of your personal profile information.

Instructions to Add Information

Add completed IABS and Consumer Protection Notice to Featured Photos in Personal Profile:

**Instructions from Facebook Help files:

You can select up to 5 featured photos to add to your profile to help people get to know you better.

To add featured photos to your profile:

1. Go to your profile and click the image icon + Add Featured Photos below your profile picture. If you’ve already added featured photos, hover over the section and click the pencil icon in the top right.

2. Click the image icon + then select the photo you’d like to add.

3. Click Save.

Keep in mind that featured photos are public and visible to everyone.

Add Broker Information:
One way to add REALTOR® and KELLER WILLIAMS® Realty, Dallas Metro North, is by adding it in your “intro” per below instructions:

**The following instructions are from Facebook Help files:

To add a bio to your intro:

1. Go to your profile

2. Click + below Intro on the left

3. Enter a short intro and then click Save

An example would be:

Mickey Mouse, REALTOR®

KELLER WILLIAMS® Realty, Dallas Metro North

To edit or delete your intro:

1. Go to your profile

2. Hover to the right of your intro and click the pencil icon

3. Edit or update your intro and click Save

4. Click Save

Keep in mind that your intro is public and visible to everyone.

Business Page Checklist

Standard Requirements

☐ Name of agent or team name

☐ Appropriate page name (see url checklist for guidelines)

☐ Identify yourself as a REALTOR®

☐ Broker is clearly identified and size requirements as stated in the standard requirements

☐ KW DMN logo with ownership statement

☐ Completed TREC Information About Brokerage Services and Consumer Protection Notice forms added as images in a post that is pinned to the top of your page with identifying information.

☐ If the page represents a team, all team members who are licensed, must have their TREC IABS shown in the pinned post. If a large team, you could include a link to the location where the forms are all posted.

Instructions to Add Information

1. The best way to add your Market Center logo is to use a graphics editor to add the KW DMN logo to your Business Page cover photo. You can use many graphics editors to do this, one method is to use a free canva.com account.

2. Be sure you have an image file (jpg or png) of your completed TREC Information About Brokerage Services form and your TREC Consumer Protection Notice available.

3. Login to your Facebook account

4. Go to your Business Page

5. Add a post to your page that have both TREC forms added as images, then add needed text per the below image. Then “Post”. The text on this image below is an example that is a good way to cover several requirements at one time.

6. Pin the post to the top of your newsfeed by selecting the 3 horizontal dots on the top right of the post, and then select “pin post”. This keeps your post at the top of your page.

7. Verify your post looks similar to the image below.

Example Pinned Post for Compliance

LinkedIn Checklist

Checklist Items:

 

Instructions to Add Information

My recommendation is to add the TREC forms as website links and as media. The following instructions include both. This document only includes information on adding the TREC forms. There is other needed information such as your name, identifying yourself as a REALTOR®, the KW Dalllas Metro North logo,
the size of the information, etc.

Complete the below steps for each of the TREC forms.

Copy the link to your TREC form

Login to your LinkIn account

Click on your image at the top, then select “view profile”

Update your profile by selecting the pencil icon that is located right below your banner image on the right side.

Select the pencil icon next to “Contact and Personal Info”

Scroll down to Media, and upload media adding the two images for the TREC forms, named
properly Texas Real Estate Commission Information About Broker Services & Texas Real Estate Commission Consumer Protection Notice

Save

According to how your profile has been set up or how complete it is, you may find the place to
add your website link in different places. You can add several websites. Use one for your
business website, use one for the TREC Information About Broker Services and one for TREC Consumer Protection Notice.
Click the pencil icon to edit contact and personal info

Click “+ Add Website”

Paste your IABS URL (the link you have created) in the “Website URL” box

In the dropdown next to your website URL, select “Other”

A new box will appear that says, “Type (Other).” Title it, “TREC IABS” (the character limit will not allow the full title)

Be sure to save all of your work.

Remember to do this for both TREC forms.

 

Twitter Instructions

These instructions start with the understanding that you have already created a completed TREC IABS form and also have a TREC Consumer Protection Notice and have the links to the forms available.

Log in to your Twitter account

Click the “Tweet” button that may be at the top right corner, or in the left menu

Type “TREC IABS:” and then paste the link to your completed IABS form

Type “TREC CPN:” and then paste the link to your Consumer Protection Notice form

Both IABS and CPN links should be in the same tweet as in the image below:

TREC Forms Image of Tweet

Click the “Tweet” button to post your links. It should look similar to the image below:

Image of TREC Form Tweet

Click on the downward arrow at the top right corner of your tweet titled “More”

Select “Pin to your profile page per the below image. If you have something else pinned, you will have to say ok to approve this one being pinned.

Pin Tweet to Profile Page Image

 

YouTube Instructions

Checklist

 Standard Requirements

☐ Name of agent or team name

☐ Identify yourself as a REALTOR®

☐ Broker is clearly identified and size requirements as stated in the standard requirements

☐ KW DMN logo with ownership statement

☐ Link to completed TREC Information About Brokerage Services. If the account represents a team, all team members who are licensed must have their TREC IABS form shown at the link

☐ Link to completed TREC Consumer Protection Notice

Instructions

Go to YouTube.com and make sure you are logged in to your YouTube account.

Click on your name/icon on the top right of the page, then select “My Channel”

Select “Customize Channel”

Select “About”

If you already have links, you will see them here under the “links” heading. If not, now is the time to add them.

Image to show YouTube Links

 

To add or change links, select the pencil icon which will allow you to either edit your links or to select “add” in order to add your links. Once you add the first link, save it and go back and click “add” again to add the second link. Note that there is not enough room to add the entire proper wording of the TREC forms. You will need to abbreviate the names of the forms.

YouTube About Image

 

YouTube Links 2 Image

Instagram Instructions

Checklist

Standard Requirements

☐ Name of agent or team name

☐ Identify yourself as a REALTOR®

☐ Broker is clearly identified and size requirements as stated in the standard requirements

☐ KW DMN logo with ownership statement

☐ Link to completed TREC Information About Brokerage Services. If the account represents a team, all team members who are licensed must have their TREC IABS form shown at the link

☐ Link to completed TREC Consumer Protection Notice 

Instructions

These instructions start with the understanding that you have already created a completed TREC IABS form and also have a TREC Consumer Protection Notice and have the links to the forms available.

In order to add the appropriate links in Instagram, you need to use an app called LinkTree, which will be included in the instructions below.

Login to your Instagram account

Open another browser tab and go to https://LinkTr.ee

Click the green button that says “Sign up with Instagram”

Authorize Instagram and LinkTree access.

Select the free plan.

It will have you enter your name and email.

Click on “Add New Button/Link”

In the title section click on the “pencil” icon to edit and enter “TREC Information About Broker Services”

In the url section click on the “pencil” icon to edit and enter the url link for that form.

Make sure the slide button on the side is green.
Click green button again to “Add new button/link”

In the title section click on the “pencil” icon to edit and enter “TREC Consumer Protection Notice”

In the url section click on the “pencil” icon to edit and enter the url link for that form.

Make sure the slide button on the side is green.

Copy the link at the top right corner that says “My Bio Link”

Go to your Instagram account and click on “edit profile”

In the space for your website, if it is blank, then add the url you just copied. If there is a website address you already have there, you can copy the link and go back to the LinkTr.ee tab and click “Add new button/link” again.

This time for the title put “My Website” and for the url paste in the domain url that that you just copied (your actual website). Be sure the slider is green and it is showing all three links on the main page and in the side phone image mock-up. Then copy the link on the top right of the page for “My Bio Link” again.

Return to the Instagram account profile information and past the “bio link” into the space for the website url.

Click “submit”. Test the links.

 

Pinterest Instructions

Checklist

 Standard Requirements

☐ Name of agent or team name

☐ Identify yourself as a REALTOR®

☐ Broker is clearly identified and size requirements as stated in the standard requirements

☐ KW DMN logo with ownership statement

☐ Link to completed TREC Information About Brokerage Services. If the account represents a team, all team members who are licensed must have their TREC IABS form shown at the link

☐ Link to completed TREC Consumer Protection Notice 

These instructions start with the understanding that you have already created a completed TREC IABS form and also have a TREC Consumer Protection Notice and have the links to the forms available.

Instructions

1. Login to your Pinterest account and click on your account name.

2. Click on the red (+) button to create a board.

3. Title it, “TREC Disclosure” and hit “Create”.

5. In the board, click on (+) “Add Section”.

6. And type in a section name “TREC Information About Brokerage Services” and click “Done”.

7. Add a 2nd section and name it “TREC Consumer Protection Notice” and click “Done”.

8. Click on the first section and click on (+) “Create Pin”.

9. Click on “Drag and drop or click to upload,” and select your IABS form to upload.

10. Type in “Texas Real Estate Commission Information About Brokerage Services” in the “Description” box and click “Done”

11. Click on “TREC Disclosure” board.

12. Click on “Texas Real Estate Commission Information About Brokerage Services” section and click on “Close”

13. Continue the same process above. Upload and add the Consumer Protection Notice to the “TREC Consumer Protection Notice” section.

14. Click on your account name.

15. Click on “Boards”. Drag your TREC Disclosure board to the first position right after “Create Board”.

16. Due to the new KWRI just released guidelines, create a 3rd section in the same board (see steps 6 and 7 above) and call it KELLER WILLIAMS® Realty, Dallas Metro North

17. Add an image of the KW DMN Logo to that section as you did in the other sections for the two TREC forms.

18. From your account home page (not your feed), drag your TREC Disclosure board to the first spot so it will remain in a position to be easily seen.

Keller Williams Color Palette

Color Palette

The primary colors for the Keller Williams visual identity system are KW Red (Pantone® 200) and KW Main Gray (Pantone® 424). Equivalent color formulas for four-color process printing and digital media are provided here.

Pantone 200® or CMYK are to be used on print applications, while RGB/Hex are to be used for digital/screen applications.

Kelle Blue

This color is not listed in the official KW Style Guide, however if someone is interested in the color of Kelle Blue, here it is for your reference.

RGB: 60, 195, 211

HEX: #3cc3d3

HSL: 186, 63%, 53%