Advertising Guidelines

SECTION 6: ADVERTISING AND MARKETING
ADVERTISING: All advertising must meet PA Real Estate Commission Rules and Regulations. The office name and phone number must not be less prominent than the agent’s name and phone number in all advertising. The Keller Williams advertising model is that agents pay for their own personal marketing and advertising.

  • All orders for printed materials, as well as ads for magazines/newspapers, must be approved by the Broker prior to submission of the order or ad to the vendor.
  • The office name “Keller Williams of Central PA” and the main telephone number, 717-761-4300, must appear on all printed materials.
  • Agents may also show personal numbers (i.e.:, cell phone, direct dial numbers) on printed materials. However, the agent’s personal phone numbers may not be more prominent than the office’s main number.
  • Must use appropriate colors and KW approved logos only.
  • Agent’s name may not be more prominent than the office name.
  • Printed materials must also include the following phrase “Each office is independently owned and operated”.
  • Any phone number used on signs or riders (in addition to the main office number) must be connected to a message. The message must optionally refer the caller to Keller Williams of Central PA and give the main office number (717) 761-4300 should the caller need immediate assistance.
  • Titles shown below the agent’s name may not include Real Estate Consultant. Titles to consider are REALTOR® Associate or REALTOR®.   If the agent has a broker’s license, the title Associate Broker can be used.
  • Advertising Commission Rates: The Company realizes that the commissions are negotiable and that the agents can negotiate the fees accordingly. The company policy is that no agent shall specifically mention any fixed dollar fees or percentages pertaining to commissions in any advertising or marketing materials.
  • Third Party Payment of Advertising: No agent may receive any monetary benefits from any outside mortgage or title company. Some agents have had outside mortgage company’s pay for ads in the real estate magazines which may be in violation of the PA Real Estate Commission and/or RESPA. A third party is only allowed to pay for its proportionate share of the space it is using for it’s own advertising on a given page. That being said, there is no financial benefit to the agent. Therefore this practice is discouraged.

SIGNAGE: Agents shall pay for their own signs. Signs may be ordered directly via kwagentportal.com.   All signs must meet Keller Williams Realty guidelines. Sign proofs must be approved by the Broker prior to production.

Any phone numbers used on the sign or riders (other than the main office number which is required) must be connected to a recorded message if not answered live. The message must refer the caller to Keller Williams of Central PA and give the main office number (717) 761-4300 should they need immediate assistance.

Fines for sign violations (Township or municipality) received by the Market Center shall be the responsibility of the agent to pay.

FARMING POLICY: There are no protected farm areas.

SOCIAL MEDIA:  We encourage engagement with clients and the community through social media in a positive and professional manner. To ensure consistency and protect the reputation of our brand, we ask that all agents and staff adhere to the following guidelines:
  1. Professionalism First: Always maintain a professional tone. Represent yourself, your clients, and Keller Williams in a respectful, ethical, and honest way.
  2. Respect Privacy: Do not share confidential information, client details, or sensitive transaction data without prior written consent. Obtain approval before posting images or videos of clients or properties.
  3. Compliance with Laws: Follow all local, state, and national real estate regulations. Ensure that advertising content, including property listings and offers, complies with Fair Housing Laws and any relevant industry guidelines.
  4. Brand Consistency: When posting on behalf of Keller Williams of Central PA, use the correct logos, branding, and messaging. Do not alter or misrepresent the company’s official materials.
  5. Engage Positively: Respond to comments and messages courteously and promptly. Avoid engaging in negative or controversial discussions. Always strive to represent the values of Keller Williams.
  6. Personal Accounts: For personal accounts, be mindful that your views or posts can still be associated with Keller Williams. Disclose that opinions are your own and avoid posting anything that could damage the brokerage’s reputation.
WEBSITES:  All websites must make reference to the Agent being a Pennsylvania Licensed salesperson or associate broker. The Market Center’s name, main phone number, address and agent’s license number must appear on each page of the website per the PA Real Estate Commission. Agent’s name and personal phone numbers may not be more prominent than that of the Market Center’s name and main phone number. Teams must display the name and license number of EACH licensee.

WEBSITE APPROVAL PROCESS: Template websites are available to all Keller Williams Agents. However, all personal Agent internet websites containing the name “Keller Williams,” or ones that are linked to www.kw.com must first be approved by the Market Center Administrator. All websites must meet the Internet Policy and Guidelines standards set forth in the Keller Williams Internet Manual.

TELEMARKETING:

The Telephone Consumer Protection Act (TCPA) regulates calls and text messages made using certain technologies. The TCPA includes the National Do Not Call Registry and also regulates telemarketing calls. Real estate agents who violate these laws face stiff regulatory penalties and/or potentially catastrophic legal damages. Fines can be up to $1500 per violation (ie phone call).  Contact an attorney to determine if your practices follow TCPA guidelines.
 
KWRI takes compliance matters very seriously. KWRI reserves any and all rights it may have against those that violate the law, including all federal and state laws governing telemarketing. Associates are solely legally and financially responsible for any alleged violation of the federal TCPA, TSR, and all similar state laws and regulations. Associates do not have authority to send any communication on behalf of KWRI or in the name of KWRI; and KWRI does not control and is not responsible for the actions of Associates related to any telephone, text, email or other communication.
 
It is required that all sales affiliates comply with this policy.

BEFORE INITIATING A TELEMARKETING CAMPAIGN


You must obtain a copy of the most recent “Do-not-call” list. It is imperative that you work from the most up-to-date List available. You may obtain information on the PAR website at the following address: http://www.parealtor.org/content/donotcall.asp

These consumers are to be treated like any consumer whose name appears on the “Do-not-call” List.

Prior to initiating any single call, check the List to determine that the intended recipient of your call is not a subscriber (a consumer who has placed his/her name on the List).

“Telemarketing” Defined. The Act defines “telemarketing” as a “plan, program or campaign” which is conducted to induce the purchase of consumer goods and services (including the sale of real property and a real estate broker’s services) by “the use of more than one telephone call.” If you question whether an anticipated call(s) to be made by you will be considered telemarketing, consult the Broker or your attorney.

CONDUCTING A “TELEMARKETING” CAMPAIGN

Do not call any consumer whose name appears on the “Do-not-call” List.

  • A consumer who subscribes to the “Do-not-call” List is enrolled for five years and may renew his/her subscription for an additional five year period.

  • If, during a telephone call placed to a consumer whose name does not appear on the List, the consumer states that he/she does not want to engage in such a call, advise the consumer that you will respect his/her wishes, thank him/her and hang up. 

  • During the course of the telephone call, you must provide the consumer with your name, the name of the office, and upon request, the telephone number or address where you and the broker may be contacted. If calls are being made by an assistant, the assistant shall identify himself/herself and advise that the call is being made on behalf of you (your name must be given, as well as the name of the brokerage, and upon request, the address and telephone number of you and the broker).