Real Estate Advertising Checklist

Pre-publication review used by listing agents and marketing coordinators to clear MLS, syndication, and paid-social ads against fair housing rules, state advertising laws, and brokerage branding standards before a listing goes live.

6 sections 20 steps Collects data
1

Compliance Review

  1. Screen ad copy for fair housing violations

    • Flag protected-class language: phrases like "perfect for families," "great for empty nesters," "walking distance to St. Mary's," or "safe neighborhood" can trigger Fair Housing Act complaints. Stick to property features and objective amenities. State enforcement (e.g., HUD complaints) treats steering language in ads the same as steering in conversation.

  2. Add brokerage name and agent license number

    • Most state license laws require the designated REALTOR / brokerage name in every ad, plus the agent's license number on agent-attributed posts. Team / group naming rules vary by state — verify the team name is registered with the commission before using it on materials.

  3. Apply state-required advertising disclosures

    • Common state add-ons: equal housing opportunity logo, "licensed in [state]" line, social media handle attribution. Florida and Texas have specific font-size and placement rules for the brokerage name; check the state commission's advertising rule before publishing.

2

Listing Content Verification

  1. Verify the square footage source

    • MLS requires a source field (tax records, appraisal, builder plans, agent measurement). Mismatched sqft between the MLS, ad copy, and tax records is one of the top E&O claim drivers. Pull the public-record number, note the source, and use the same number across every channel.

  2. Confirm the build year for lead-based paint

    • The federal lead-based paint disclosure rule applies to housing built before 1978. Capture the answer here so downstream ad-disclosure tasks branch correctly.

    Collects list
  3. Add the EPA lead-based paint disclosure

    • Include the lead-warning statement and confirm the EPA pamphlet ("Protect Your Family From Lead in Your Home") is referenced in the listing packet. The 10-day inspection window is buyer-waivable but must be offered.

  4. Cross-check features against the seller disclosure

    • Reconcile bedroom count, bath count, HOA fee, year built, and any "new roof / new HVAC" claims against the signed seller's property disclosure. Ad copy that contradicts the disclosure is the easiest post-closing misrepresentation suit.

3

Photography and Visual Assets

  1. Select photos within the MLS syndication cap

    • Most MLSs cap photos at 25-50 per listing; syndication partners (Zillow, Realtor.com, Redfin) may further limit. Lead with the hero exterior, then living, kitchen, primary suite. Drop dark, blurry, or staged-with-clutter shots — they hurt conversion more than missing photos do.

  2. Confirm whether drone footage is included
    Collects list
  3. Verify FAA Part 107 pilot certification

    • Commercial drone footage requires a Part 107-certified remote pilot. Get a copy of the pilot's certificate and confirm the flight area isn't in restricted airspace (use B4UFLY or LAANC). Hiring an uncertified hobbyist is an FAA violation that lands on the brokerage, not just the photographer.

  4. Apply brokerage branding to all graphics

    • Logo, equal-housing icon, and agent contact block on every flyer, social graphic, and just-listed postcard. Franchise brands (KW, RE/MAX, Compass) have specific brand-standard files — pull from the franchise brand portal rather than recreating in Canva.

4

Audience and Channel Selection

  1. Identify the target buyer profile from the CMA

    • Pull recent comp buyers' financing types (FHA / VA / conventional / cash), price-range buyer pool, and inbound search terms from the MLS. This drives channel choice — a $1.4M lake home isn't getting found on Facebook Marketplace.

  2. Set MLS syndication preferences with the seller

    • Confirm in writing before MLS input — once the listing goes active with full syndication flags, you can't fully unring the bell on Zillow / Realtor.com. Quiet listings and coming-soon periods are MLS-rule-restricted; check the local rule before promising the seller a private launch.

    Collects list
  3. Configure the Facebook Housing special ad category

    • Meta requires housing ads to use the Housing special ad category, which restricts targeting on age, gender, ZIP-code radius (15-mile minimum), and detailed demographics. Skipping the flag is the most common Fair Housing violation in paid social — and Meta now flags accounts that miss it.

5

Disclosures and Permissions

  1. Obtain the photographer copyright release

    • Photographer owns the copyright by default — agents need a written license or work-for-hire. The risk: post-closing the buyer's agent reuses your photos for a future flip listing and the photographer DMCA-strikes the brokerage. Get the release in writing for every shoot.

    Collects file
  2. Confirm agency disclosure language in the ad

    • If the listing is marketed in a way that could draw unrepresented buyers, the ad should make agency clear ("Listed by [agent], representing the seller"). Dual-agency-permitted states need explicit consent before any dual-agency framing in marketing; FL, CO, KS, OK, VT, AK prohibit dual agency entirely.

  3. Verify testimonials have signed client authorization

    • NAR Standard of Practice 12-1 and FTC endorsement rules require that testimonials be genuine, representative, and used with permission. Pull the signed release from the client folder; never edit a quote in a way that changes the meaning.

6

Launch and Tracking

  1. Add a UTM-tagged landing page or tracking number

    • Distinct UTMs per channel (Zillow, Facebook, postcards, sign call) so you can attribute lead source in the CRM. CallRail-style trunk numbers on print materials let you separate sign calls from postcard responses — both end up tagged in Follow Up Boss / kvCORE / BoomTown.

  2. Schedule the just-listed launch across channels

    • Email blast to the sphere + cooperating brokers, social posts (Instagram reel, Facebook, LinkedIn), neighborhood farm postcards, and broker-preview invite. Time the social push to MLS go-live, not before — pre-MLS social pushes can violate the local MLS "clear cooperation" rule.

  3. Log final compliance sign-off

    • Designated REALTOR or compliance officer signs off before any paid spend goes live. The signed record sits in the transaction file alongside the listing agreement — pulled during state commission audits and brokerage file reviews.

    Collects list Collects paragraph Collects signature

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