MLS® tours are a popular way for members to generate exposure for their listings while networking and staying on top of the local market.  

However, we’ve been hearing recently that some members are taking photos and videos of tour listings and posting them to their websites and social media accounts. This is a violation of Article 14 of the REALTOR® Code and Rule 8.3 of the Rules of Cooperation.

Why is this a violation?

Any promotion of a property in any form, including electronic media, is advertising and is prohibited without the prior written permission of the listing brokerage (who must have the written permission of the seller before giving that permission).  

If a social media post is allowed by the listing brokerage, the post must also include the name of the listing brokerage.  

These rules apply to the posting of pictures and video, which shouldn't have been taken in the first place without the express written consent of the listing agent.  

Even if shared with just one buyer client, who knows what that client will do with them, where they will post them, etc. There's a massive exposure potential for all concerned. 

There can be serious professional, regulatory, and potentially legal consequences should any of the posts you or your clients create lead to a break-in or theft. And that doesn’t include the reputational risk you’re exposing yourself and the profession to. 

What are MLS® tours?

An MLS® tour (log in needed) is an effective way to expose your new listing. It's a caravan-style tour that starts at one location, and members car-pool to other listed homes. It's also an excellent way to increase your knowledge of local communities. 

To submit a listing for a MLS® tour, send it to the MLS® tour coordinator for the area where your listing is located. They'll include it in the next available tour. You’ll get a guaranteed visit to your listing, and an opportunity to network and build a rapport with fellow members. 

Any new residential listing can be included. Realtors who submit listings must be present during the tour to provide access. 

Questions? Contact Daniel Ryall, manager, MLS®, at dryall@gvrealtors.ca.