Real Estate Advertising
On February 15th, 2019, I served as one of seven panelists to the Arizona School of Real Estate's "Advertising in Today's Real Estate Market - The Rules and Social Media" Seminar. The seminar qualified for 3 hours of CE Credit through the Arizona Department of Real Estate and I was honored to serve as both the event's Sponsor and Panelist on the topic of real estate advertising. This was another excellent event hosted by the school. I attend many of these events every month, whether I'm a sponsor or not. The information and learning are that good.Panelists included:
Phil Sexton, co-owner of Sibbach Team eXp Realty
Louis Dettorre, Deputy Commissioner of the Arizona Department of Real Estate (ADRE)
D. Patrick Lewis, Realty Executives Camelback
Duane Fouts, owner of Above & Beyond Realty
Cathy Predmore, Vice President of Marketing & Communications for the Hondros Education Group
Kionna Comer, Keller Williams Arizona Realty
Lizy Hoeffer, Guild Mortgage
I gained valuable insight listening to the other panelists throughout the morning. Some of the topics generated considerable discussion and I learned plenty about the Commission's requirements for advertising. Some of the key takeaways included learning that;
> All posted advertisements for listings must state, clearly, the employing broker's name above the fold, and the information must be clear and prominent.
> For sites like Google and Twitter, there's not enough characters available in the initial ad display to include the broker's information. Therefore, the general rule of thumb is that the broker's information must be "one click away", this to help prevent any confusion on the part of the consumer explaining who owns the listing.
> Virtual staging software is now available allowing agents to alter images in such a way that the image no longer depicts what the property looks like. With a host of editing tools, agents can change wall and carpet colors, and even move walls in the editing software. This creates a false representation of the property. Agents must be wary of editing images to the point they no longer visually represent the interior of the property. It was suggested that real estate agents, to prevent any confusion, should include the original photograph next to the altered photograph, this so each consumer is clear what the property looks like.
> The debate over fish-eye lenses rages on. This has been a topic of great debate for at least the past 8-10 years, and whether using these types of lenses give a false indicator of room(s) or property size. Sidebar: Sofvue's commercial aerial photography division, Airwest Drones, has received numerous requests in the past asking our pilots to use fish-eye lenses when filming commercial office buildings, and our response is always “no”. We believe that using fish-eye lenses misrepresents the buildings we photograph, and that, in the end, will make the CRE agent's job harder when trying to explain why the property looks so much smaller in person. As a result, our pilots only use "standard" lenses when filming or photographing commercial real estate.