Various practice tips related to the amendments were shared in the July 14 edition of CREB®Talk. The discussion continues this week to highlight areas that reinforce professionalism.
Transparency builds trust
Branch of Business Impacted: Being clear about who you are when communicating with others.
What’s changed: Not much, as it’s still fraud to impersonate another person or company, or use an alias to mislead others about who’s sending a message.
This long-standing rule emphasizes the importance of transparency as business has evolved to incorporate more online and digital components. Members, clients and the industry deserve to know who they’re communicating with. Creating a false identity by means of a fake website, email address, letterhead, headshot, etc. to support a false identity isn’t allowed.
Don’t worry, if you have a fictional character you’re imitating at Comic-Con or your gaming avatar doesn’t share a real likeness or name, it’s ok. This rule doesn’t apply to that kind of impersonation.
Rule Reference: CREB® Rules Part I 5.01(b)(ii) – Member Communication
Fostering a healthy CREB® community and conversation
Branch of Business Impacted: The treatment of fellow members, CREB® staff and industry stakeholders.
What’s changed: This modernization addresses emerging ways in which communication can be misused to harm others. While communication methods have evolved, it’s essential for members to engage in respectful, professional conversations, whether using their name or anonymously. Harassment, abuse, or spreading rumors has always been prohibited. Anonymity can’t be exploited to harm others or to evade responsibility for one's actions.
"Anonymous commentary still has a place when it doesn’t identify or imply specific members or industry groups”, says CREB® CEO Alan Tennant.
What hasn’t changed: CREB® encourages members to share their thoughts. Staff listen with curiosity and compassion and look forward to discussing what members bring forward. Please, ask questions, engage in conversations, connect with your directors and REALTOR® community ,and together we’ll maintain professional communication standards for a safe working environment.
Rule Reference: CREB® Rules Part I 5.01(b)(iii) – Member Communication
Sharing is (not always) caring
Branch of Business Impacted: Sharing content that belongs to another person.
What’s changed: Clarifying the conditions for sharing content belonging to someone else.
Just because something appears online (i.e. photos, videos, music, documents, blog posts etc.) doesn’t mean it’s free to be used by anyone. If members see something they want to share or reuse, they need to obtain the necessary permissions before doing so.
Before your share: If interested in reposting someone else’s content on another platform, ask the owner.
Before your post: When you display or publish your own material online, consider the platform’s functionality. If it allows re-shares or direct messages, posting may imply consent for further sharing within the platform (after all, that’s what many are designed for).
Remember this: Members should be sharing information with permission and in good faith. Even if you get permission to transmit someone else’s original material, it can’t be used to disparage or otherwise cause harm to a member, CREB® or the industry.
Rule reference: CREB® Rules Part I 5.03 – Transmission of Original Material
Tweak thoughtfully – share responsibly
Branch of Business Impacted: Limitations around sharing another person’s materials if you’ve modified them
What’s changed: Clarifying requirements for modifying and sharing content belonging to someone else.
Many REALTORS® may tweak another’s content by adjusting formatting or adding branding, thinking it’s now their own. However, in most cases members will need to get permission before modifying and sharing someone else’s material.
Pro tip: Keep altered material professional. Members are not permitted to transmit original or altered materials if that material is used in a way that is harmful.
Rule reference: CREB® Rules Part I 5.04 – Transmission of Altered Material.
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