Know the Rules: Advertising Your Own Listings vs. Someone Else’s
Advertising is a critical part of your real estate business—but it also comes with clear rules. To protect your license, your reputation, and your fellow REALTORS®, here’s what you need to know about advertising your own listings under Michigan law and advertising others’ listings under WMLAR MLS policy.
✅ Advertising Your Own Listings – Follow Michigan Law
Per MCL 339.2512e, when advertising your own listings, your materials must include:
- The name of your employing broker Your broker’s business name in a font size equal to or greater than your own name or team name, and
- The street address or phone number of your brokerage.
This applies to all platforms—from your website and social media to signs and print marketing. State law requires that the brokerage is clearly represented in all ads, helping the public know who is ultimately responsible for the listing.
If you’re using a team name or personal branding (e.g., “Last Name Real Estate”) that isn’t a licensed brokerage, it cannot stand alone. Always include your actual broker’s name and contact info clearly.
For example, in the graphic to the right shows ‘Agent Name’ as the agent with Real Estate Company as the Brokerage including what we assume is the phone number to the brokerage. ‘Agent Name Real Estate’ and phone number shows the mistake many make which to the public, makes the ‘Agent Name Real Estate’ look like a real estate brokerage company. Unless that company HAS a real estate BROKERS license, it isn’t a legit brokerage.
Another common mistake is branding the team name bigger and/or leaving the broker name and phone number or address off the marketing.
The Broker must be the ‘star of the show’ in all advertisements.
❌ Advertising Someone Else’s Listing – New WMLAR MLS Rule (Section 3.7)
You may not advertise another agent or broker’s MLS listing—in any format—unless you have prior written or electronic consent from the listing agent or broker. This includes social media posts (all platforms), emails, print ads, third-party websites.
If permission is granted from the listing agent/co-listing agent or broker, your ad must include:
“Listed by LISTING AGENT NAME with BROKERAGE COMPANY, 888-888-8888.”
Bottom Line:
You can’t skip the brokerage info when advertising your own listings, and you can’t promote someone else’s listing without clear permission and proper attribution. These rules exist to maintain transparency, professionalism, and trust in the real estate marketplace.
