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Who’s No. 1 in Atlanta: A Look at Agent and Brokerage Advertising

by Chip Bell

False Claims vs. Ambiguous Language

Because Georgia state law applies to misleading claims of verifiable status, like saying you are the No. 1 salesperson in terms of total volume in Atlanta, the accusation of false advertising can only be levied in very specific circumstances, which allows for a lot of marketing leeway.

The problem of ambiguous advertising is especially prevalent online, where expansive, low-cost platforms allow for brokerages and agents on any budget to say pretty much whatever they would like.

Consider, again, the slew of brokerages in Atlanta who pepper the local industry with unqualified, often contradicting claims of greatness and leadership. Without contest, Betsy Akers, whose occupied the top spot for three years running, according to the Atlanta Association of Realtors, take the legitimate spot as No. 1 in Atlanta. However, to an online reader who’s only just beginning their search for a real estate agent or brokerage to work with, the myriad claims of being No. 1 in Atlanta, leaders in technology, the best Realtor or some variation of vague aggrandizement can make the selection process confusing. For most, purchasing a home will be the largest investment they’ll ever make, which is why buyers who want to work with Realtors look for the best.

But not every ad or website suffers from the potential detriments of ambiguous or false language. Marc Nicholson of the Keller Williams Remarcable Real Estate Team, for instance, touts himself as a quality agent, and provides specific, verifiable examples to qualify his claim. As an illustration, on Nicholson’s website he writes that he’s been the recipient of the Atlanta Board of Realtors prestigious Phoenix Award, also including that he’s both a member of RE/MAX International’s Platinum Club and a lifetime member of the Million Dollar Club.

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