This advertising course was created to provide real estate professionals with 3 hours of education toward their license renewal. The course is split into two main study areas:
- Advertising Rules and Best Practices
- Guide to Advertising
To start, we begin with the advertising rules for Pennsylvania, including unauthorized advertising, harassment, team advertising, and panic selling. From there, we move on to the importance of identifiers, which includes the important Pennsylvania Code regulation for including the employing broker's business name on all advertisements.
The next topic we cover is internal policies, explaining the benefits of having an internal policy for advertisements. Then, we move to the Fair Housing Act, and spend some time explaining it in depth. It's important that all real estate professionals are familiar with the Act, so they know discrimination when they see it.
At this point, we shift into covering advertising mediums, such as print, audio and radio, and video and film advertising. We also provide some tips on how to plan and film a video ad. After that, we'll spend some time examining example advertisements, with discussion on what the advertisements got wrong, and what they got right.
Finishing up the first study area, we come to the best practices for online advertising, covering the NAR Code of Ethics on Internet standards, as well as the NAR model for Internet advertising. After that, we explain some social media options and guidelines, and conclude the first study area with an analysis of advertising personal property.
The second study area acts as a general guide to advertising. We start it off by explaining the creation of an advertising plan, briefly covering the first steps to an advertisement plan, as well as creating an identifiable presence. From there, we get into developing your professional image, explaining courtesy, professionalism, and first impressions, as well as setting up stationary, working hours, and advertising.
Then, we cover a few methods of promoting your business and services, such as trigger terms, customer search patterns, and supplementing your home listings. The following topic is on public relations, where we cover what public relations is, the importance of image, PR departments, and providing a positive spin.
As the course comes to a close, one of our last topics is on technology issues in advertising and marketing. In it, we explain the Digital Millennium Copyright Act, and utilizing Twitter for your real estate business. Our final topic is on the relations between competitors, explaining the four types of relationships that can develop among competitors.
There are two quizzes at the end of each study area, each of which present 15 questions, and there are in-text questions at the end of each lesson. These are meant to help you understand and retain the material.
Show Course ID: 1
- Course ID(s): RECE005205
- Approved By: Pennsylvania Real Estate Commission
Sheri Wytcherley is the instructor for many of our real estate courses. She is a chart-topping principal broker and a passionate teacher with more than five years of experience as a real estate educator. See more details about Sheri’s background here.