Did you know that a simple mistake on an Instagram post celebrating your latest sale could put a dent in your reputation and your bank account? You’ve invested countless hours and resources into building a powerful personal brand. You’ve defined your niche, mastered your market, and built a name that clients trust. Now comes the most important step: protecting it.
With the rollout of the Trust in Real Estate Services Act (TRESA), the rules of the game for advertising in Ontario have shifted. What might have been standard practice a few years ago could now be a compliance issue waiting to happen. To help you navigate this landscape, we’ve conducted a deep analysis of the official documentation to highlight the key principles you need to know. This guide is your field manual for operating with confidence. However, it is intended for informational purposes only. The ultimate responsibility rests with you to read, understand, and adhere to the official guidelines set forth by the governing bodies.
Let’s be clear: these regulations aren’t just bureaucratic red tape. They exist to protect the public and uphold the integrity of the real estate profession. For an expert agent like you, this is an opportunity. A brand that operates with transparency and adheres to the rules is a brand that builds deep, lasting trust with clients.
The Real Estate Council of Ontario (RECO) is the body responsible for enforcing these rules. When your marketing is aligned with their guidelines, you’re not just avoiding fines; you’re sending a clear message to the market that you are a true professional who operates with integrity.
We’ve distilled the lengthy legal documents into five core principles that every piece of your marketing—from a website to a tweet—needs to follow.
Every advertisement you publish must clearly and prominently display your name as registered with RECO and the legal name of your brokerage. There should be zero confusion for the public about who you are and which brokerage you represent. This is a foundational requirement for all advertising, from business cards to social media profiles.
(Source: Registrant’s Code of Ethics, O. Reg. 3/24, Section 28 (1))
Every claim you make must be accurate, verifiable, and presented without exaggeration. Any advertising must not contain anything that is false, misleading, or deceptive.
(Source: Registrant’s Code of Ethics, O. Reg. 3/24, Section 27 (1))
You cannot disclose the details of an agreement—including the final sale price—without the express written consent of every party involved (both buyer and seller). This is a critical point for social media posts celebrating a sale. That “Just Sold for $100k over asking!” post could be a serious violation if you don’t have documented permission.
(Source: Registrant’s Code of Ethics, O. Reg. 3/24, Section 27 (3))
Your advertising should focus on the value you provide, not on discrediting your competition. Any claim made in an advertisement must be substantiated and must not discredit or denigrate other registrants or brokerages. The goal is to elevate your brand and the profession as a whole.
(Source: Registrant’s Code of Ethics, O. Reg. 3/24, Section 27 (2))
Using terms like REALTOR® and MLS® comes with its own set of rules. They are trademarked by the Canadian Real Estate Association (CREA). Using them correctly (with the ® symbol) is a small detail that signals a high level of professionalism and adherence to industry standards.
Use this quick checklist to audit your marketing materials. While we integrate these principles into our strategic planning at Homestead Den, it’s your responsibility as the registrant to ensure every piece of public-facing material is compliant.
Building and protecting a top-tier real estate brand is about executing great marketing within a complex regulatory framework. Navigating RECO and TRESA guidelines is a core component of a sustainable, trustworthy business.
Managing these details requires constant vigilance that can pull you away from what grows your business: serving clients and closing deals. This is where a true strategic partner comes in. At Homestead Den, we don’t just build your marketing systems; we build them with a deep understanding of these professional standards. We handle the strategy and execution so you can operate with more confidence. Our integrated, full-service approach ensures every part of your marketing works to elevate your brand, allowing you to focus on being the CEO of your business, not just an operator within it.
Ready to build a powerful brand on a foundation of professionalism? Schedule your Strategic Growth Session with us today to discover how we can help you scale your business.
