In the fast-paced world of real estate marketing, it’s tempting to share eye-catching listings on social media, your website, or email campaigns. A beautiful home with great photos can generate quick interest and help you attract potential buyers. However, before you hit “post” or “share” on another agent’s listing, there’s one critical rule you must follow: always get permission.

Why Permission Matters

Listings in the MLS (Multiple Listing Service) belong to the listing brokerage, not the individual agent or the general public. The listing agreement gives the listing broker specific rights to market the property, including control over photos, descriptions, and advertising.

When you share or advertise someone else’s listing without authorization, you risk several serious issues:

  • MLS Violations — Most MLS rules (including those in UtahRealEstate.com) explicitly state that no participant may advertise another broker’s listing without the prior consent of the listing broker. Violations can lead to fines, often in the thousands of dollars per incident.
  • Copyright Infringement — Professional listing photos are copyrighted material. Using them without permission can expose you (and your brokerage) to legal action from the photographer or listing broker.
  • Code of Ethics Breaches — Under the National Association of REALTORS® (NAR) Code of Ethics, agents must not advertise property without proper authority. Misrepresenting or failing to give credit to the listing brokerage can also violate standards around truthful advertising and duties to other REALTORS®.
  • Damage to Professional Relationships — Posting without asking can come across as disrespectful or opportunistic, harming your reputation within the local real estate community.

Even simply resharing a post from another agent’s social media can carry risks if the original post doesn’t include proper permissions or disclosures.

How to Do It the Right Way

The good news is that getting permission is usually straightforward:

  1. Check the MLS Listing — If the listing is being shown through the IDX feed, then you are pretty safe sharing the listing. If it’s on the IDX then the broker has already given permission for other brokers to share it on their websites.
  2. Ask for Written Permission — Contact the listing agent or brokerage directly. A quick email or message that says, “I’d love to share this listing on my social channels to help bring more exposure. Do I have your permission?” is often enough. Get the approval in writing for your records.
  3. Give Proper Credit — When you do share, clearly credit the listing brokerage and agent. Never make it look like the listing is yours or from your brokerage.
  4. Follow Advertising Guidelines — Always include your brokerage name in advertisements. Always ensure the ad paints a “true picture” and includes any required disclosures.
  5. No in the IDX Feed, but on the MLS? — If listing is on the MLS, but not in the IDX feed, then the agent or broker has restricted how the listing is shared. You will need to ask for permission.

The Bottom Line

Sharing another agent’s listing can be a great way to collaborate and help buyers find the right home — but only when done ethically and with permission. Taking a few extra moments to ask shows professionalism, protects you from penalties, and builds stronger relationships in the industry.

Always get permission.

This simple habit can save you headaches, fines, and potential license issues down the road. When in doubt, reach out to the listing agent — most are happy to grant permission when asked politely, especially if you’re helping promote their seller’s property.

If you’re preparing for your Utah real estate license exam or continuing education, topics like this are common. Understanding rules, advertising compliance, and the Code of Ethics is essential for staying on the right side of the law and building a respected career.