Short answer: every flyer, social post and ad for a Florida listing needs your brokerage's licensed name, and on the internet that name goes next to your contact details. Nothing in it can be false, deceptive or misleading. The wording has to describe the property, not the kind of buyer you want, under federal Fair Housing rules that name flyers specifically. Label any virtually staged image, call a price change a "New price," and run any Spanish version alongside the English one.
Plain-English summary for Florida agents, not legal advice. ListingAce isn't affiliated with Stellar MLS, NAR or Florida Realtors. Always check the current rule text and your broker's policies.
1. Brokerage name, every time
Florida's advertising rule, Fla. Admin. Code R. 61J2-10.025, says "all real estate advertisements must include the licensed name of the brokerage firm," and that ads must be done "in a manner in which reasonable persons would know they are dealing with a real estate licensee."
Two details that catch agents:
- Your own name: if it appears, use at least your last name as registered with the Florida Real Estate Commission.
- Online: the brokerage name must sit "adjacent to or immediately above or below the point of contact information." Contact info includes your phone, email and address. On an Instagram graphic with your cell number, the brokerage name goes right by the number, not only in your bio.
2. Nothing false, deceptive or misleading
The same rule bans any ad that is "fraudulent, false, deceptive or misleading," and the statute behind it lets the Commission discipline a licensee who "has advertised property or services in a manner which is fraudulent, false, deceptive, or misleading in form or content" (Fla. Stat. 475.25(1)(c)). NAR's Code of Ethics points the same way: Article 12 requires a "true picture" in advertising (NAR, Aug 17, 2026).
In practice, check the facts on every piece against the listing: price, beds, baths, square footage, HOA fee, and any claim like "updated roof" or "new AC." A flyer printed before a price change is a misleading flyer after it.
3. Fair Housing applies to flyers and posts
HUD's advertising regulation, 24 CFR 100.75, makes it unlawful to publish any ad for the sale of a dwelling that "indicates any preference, limitation or discrimination because of race, color, religion, sex, handicap, familial status, or national origin." It lists "flyers, brochures, deeds, signs, banners, posters, billboards" by name, and it covers "words, phrases, photographs, illustrations, symbols or forms."
So the rule reaches your flyer copy, your caption and the stock photos you pick:
| Instead of | Write |
|---|---|
| "Perfect for a young family" | "3 bedrooms, fenced yard" |
| "Ideal for empty nesters" | "Single-story, low-maintenance yard" |
| "Walking distance to St. Mary's" | "0.4 miles to [nearby landmark]," or leave it out |
| "Great for singles or couples" | "Open one-bedroom plan, 720 sq ft" |
Describe what the home has. Let buyers decide who it's for.
4. Staged photos need a label off the MLS too
Inside Stellar MLS, the staging disclosure lives in the photo description field and the opening line of the remarks (Article 04.04), and MLS photos can't carry text (Article 04.05(D)). Those MLS fields don't follow your photos onto a flyer or Instagram. Florida Realtors' advice is to label virtually staged images and pair them with the original (Florida Realtors, May 28, 2025). Our staging disclosure guide has example wording for each channel.
5. Price changes: "New price"
After a price change, the flyer and posts should say "New price," never a "new listing" style label, and any was/now comparison has to match the MLS price history. Stellar requires the price change to be authorized in writing by the owner and filed within two days (Article 05.12(A)), so wait for the MLS update before you post. More in our New price guide.
6. Spanish versions run alongside English
24 CFR 100.75(c)(3) also covers "selecting media or locations for advertising" that deny parts of the market information about housing. A Spanish flyer next to the English one widens your reach. A Spanish-only campaign is the version to avoid. Keep every number identical across both, include the brokerage name and any staging label in the Spanish version, and keep Stellar's MLS public remarks in English, since its required disclosures use exact English first words (Articles 04.04 and 04.06(D)).
Flyer and post checklist
- Brokerage's licensed name on the piece
- Online: brokerage name next to the phone, email or address
- Your last name as registered, if your name appears
- Price, beds, baths, square footage and fees match the MLS
- No claim you can't back up
- Wording and images describe the property, not the buyer
- Virtually staged images labeled, originals available
- Price change shown as "New price," matching MLS history
- Spanish version (if any) matches the English and runs alongside it
Common questions
Does my Instagram post need my brokerage name?
Yes, if it's advertising real estate. 61J2-10.025 requires the brokerage's licensed name in all real estate ads, and online it goes next to your contact information.
Is "Price reduced" allowed on a flyer?
The rules we cite don't ban the phrase if it's true. "New price" is accurate and avoids a was/now comparison. If you show both prices, they must match the MLS price history.
Can I use stock photos of people on a listing flyer?
24 CFR 100.75 covers photographs and illustrations, so images of people can signal a preference. Property photos are the safer choice. On MLS photos, people aren't allowed at all (Stellar 04.05(F)).
Do I need a separate Fair Housing check for Spanish copy?
Yes. The same rules apply in every language, so check the Spanish copy as carefully as the English.
Every ListingAce flyer and social graphic ships with your brokerage name on it, Fair Housing-safe wording, and "Virtually staged" labels wherever staging appears, and a person reviews it before you get it. The Launch Kit is $89 with a flyer and 5 social graphics. After a price change, the Price-Cut Relaunch Kit is $99 ($79 for repeat agents), and you can add Spanish to any kit for +$19. Relaunch and Spanish prices are founding prices for our first 10 clients. See pricing → or get a free sample kit.
Related
- Pricing (primary CTA)
- Spanish and bilingual listing marketing
- Price-Cut Relaunch Kit
- Twilight, sky and photo edits on Stellar MLS
Sources checked Oct 19, 2026: Fla. Admin. Code R. 61J2-10.025; Fla. Stat. 475.25(1)(c); 24 CFR 100.75 (eCFR); Stellar MLS Rules & Regulations PDF (last updated Oct 15, 2026), Articles 04.04, 04.05, 04.06, 05.12; NAR (Aug 17, 2026); Florida Realtors (May 28, 2025).