Marketing and social networks 

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It is common to see properties advertised on social networks by brokers without being posted on an information listing service, such as Centris. Publications such as: “Coming on Centris” or “Coming soon on Centris” are more widely used on Facebook and Instagram, to name a few.

As a reminder, the following advertising rules apply, even when using social networks:

• A brokerage contract must be signed before advertising the sale of a property, whether on an information listing service, such as Centris or on social networks. For example, it is prohibited to advertise on social networks that a property will be put up for sale and advertised on Centris before signing a brokerage contract;
• Listing on the information listing service must be completed before announcing on social networks that a property will be advertised. This means that publications on social networks such as “Coming on Centris” and “Coming soon on Centris” are not permitted until the brokerage contract is signed and listing on the information listing service is completed;
• The broker must inform the seller of his right to use an information listing service, such as Centris and the consequences of waiving it (clause 6.1 of the Exclusive or Non-exclusive brokerage contract – Sale);
• If the client, once informed, decides not to use an information listing service, the broker must properly document the warnings he has given on file;
• If the seller changes his mind during the contract and wants his property to be listed on an information listing service, the broker must then complete an Amendments form and have it signed by the seller;
• The seller's broker must allow other brokers to show the property to their buying clients. No visit should be refused on the grounds that the property is not advertised on an information listing service;
• A description sheet with all the information on the property must be provided upon request;
• The agency executive officer must supervise and monitor the publications of his agency brokers on social networks to ensure their compliance;
• Advertising the sale of a property on social networks must not be confusing. Special attention must be paid to the identity of the seller's broker. The latter must be clearly identified when sharing listings. It is strongly recommended to share the link that leads directly to the listing sheet on the information listing service to ensure information compliance.

Remember that every broker is required to promote his selling client’s interests, including by offering him the best possible visibility for his property.

These are some details that will help you prepare your marketing strategy while complying with the Real Estate Brokerage Act and the Regulation respecting brokerage requirements, professional conduct of brokers and advertising.