How to Pre-Check Your Advertising Before Keller Williams Realty Review

All advertising is subject to broker review.  Violations of advertising rules could subject you to the DRE’s Cite and Fine penalties of up to $2500 per incident or other penalties which may be even more severe.

DRE Advertising Guidelines DRE First Contact Chart

Here is a partial list which includes some examples of items subject to review:

  • billboards
  • business cards
  • classified advertising with any publication including newspapers and magazines
  • display advertising
  • emails marketing
  • flyers
  • Internet postings
  • mass mailing and faxes
  • newsletters
  • postcards
  • signs and riders
  • social media
  • television or radio programs or ads
  • text marketing
  • websites
  • banners

Think, “first point of contact.”  Is this advertising piece (or web advertising) intended to be or could it be found or discovered as a first point of contact with potential clients?

Questions you should answer about your advertising.

The following is a partial list of questions that you should be able to answer about your advertising. This list is in no way exhaustive as guidelines are changing, rather it is intended to help you, as an agent, to begin the process of evaluating your own advertising, prior to being reviewed by the firm.

License Number

  • Make sure that your DRE license number is correct.
  • Is it clearly displayed on all advertising?

Who is the Broker?

  • When looking at your advertising, if the public can not clearly understand who the broker, Keller Williams Realty is and that it is not you, you have failed and are subject to DRE penalties.
  • Is the name of the firm accurately stated and clearly visible?  No mini-fonts. No firm names are to be hidden on back pages or obscure locations of your advertising.
  • Remember, for advertising and contract purposes the Broker is not your “managing broker” it is the firm,  Keller Williams Realty.

Who are you?

  • Is the name on your advertising the same name that is on your license? You may not shorten or modify your last name.  If you shorten or modify your first name, or use a nickname you must must identify the broker by name (Allison James Estates & Homes) and license number on all marketing, including signs.

Are you avoiding discrimination?

  • Terms in advertising that market to specific groups and leave out others are forbidden.  Example: “Great home for a growing family.”

Are you using a Team Name of DBA?

  • New DBAs must be first approved and processed thru  the transaction manager and can only be used in  conjunction with team name usage.   Team names must meet DRE guidelines.  See:  Fictitious Business Names and Team Names requires login to CAR.org
in Compliance, Office Policies