of Ethics Online Collection:None
STANDARDS OF PROFESSIONAL ADVERTISING PRACTICES
Amended August 9, 1974
By the Board of Governors
Interpretation of Rule VI of the Standards of Professional Conduct:
It is Unethical For an Appraiser or Analyst to Advertise or Solicit Appraisal or Analysis Assignments in Any Manner Not Consonant With Accepted Professional Practice.
Direct Solicitation
Direct solicitation is not condoned in any profession, nor is it in the Society. Direct solicitation by a member for appraisal or analysis assignments is unethical and shall be considered a violation of Rule VI of the Standards of Professional Conduct.
Advertising
By conducting himself and his professional practice at all times at the highest standards, a member will earn a reputation of trust and ability with his colleagues and the public. No other form of advertising can be more effective. However, the Society realizes that in some instances it is justifiable for its members to advertise their professional attainment and services within certain limitations. The Society has therefore established the following provisions as the standards of professional advertising practices for all classifications of membership:
A. Associate Members
It is unethical for an Associate Member-Applicant Senior Real Property Appraiser to refer to his membership in the Society of Real Estate Appraisers in advertising of any kind. This shall not be construed to relieve Associate Members of the obligations and responsibilities placed on all members elsewhere in this interpretation.
B. Designated Members
It is ethical for a designated member to advertise his professional attainment or services, and refer to his designation and membership in the Society of Real Estate Appraisers in accordance with the following only:
1. Amount of Advertising
The amount of advertising utilized within these provisions should be governed by the member's need for recognition for the purpose of building his professional practice. The amount of advertising utilized should diminish as the member's professional practice becomes established.
2. Designations
The member's designation or reference to membership in the Society of Real Estate Appraisers shall be used only following or immediately in connection with the member's name so that there will be no misinterpretation that the membership refers to a corporate entity or partnership, or anyone other than the individual member.
a. SRA Members
A member holding the SRA designation may advertise within these provisions, and may refer to his membership in the Society of Real Estate Appraisers only if he indicates his designation "SRA," or "Senior Residential Appraiser."
b. SRPA Members
A member holding the SRPA designation may advertise within these provisions, and may indicate his designation as "SRPA" or "Senior Real Property Appraiser." He may refer to his membership only if he indicates his designation or designations.
c. SREA Member
A member holding the SREA designation may advertise within these provisions and he may refer to his membership in the Society as "Member Society of Real Estate Appraisers" and he may indicate his designation or designations.
3. Listing in a Directory Under "Real Estate Appraiser" or "Real Estate Analyst."
A listing may be placed in a directory under the heading "Real Estate Appraiser" and/or "Real Estate Analyst" in accordance with the following only:
a. Content
The listing may contain the member's name, designation, and reference to membership in the Society of Real Estate Appraisers, company name, address, telephone number, and area of specialization, i.e., real estate appraisal (residential, commercial, etc.) and/or real estate analysis. This listing shall not contain promotional, qualifying, or self-laudatory words or phrases, photographs, design material, or the Society's emblem.
b. Size and Type of Listing
The maximum size of type utilized shall be 10 point. The maximum size of listing shall be two columns in width and three inches in depth. In any event, the size shall be no larger than that which is typical of the media in which the listing is being placed.
c.
Media
The media utilized shall be:
- 1) A directory-a book which lists names and addresses of a specific group of persons, such as a telephone directory.
A directory within a publication -such publications shall concern a related field and/or shall service the users of appraisals or analyses, such as real estate trade magazines, law journals, etc. The listing shall not be placed in public media such as in magazines, newspapers or publications of general circulation.
A typical listing considered appropriate under these provisions is:
REAL
ESTATE APPRAISERS
DOE, JOHN, SRA
Residential Appraisals
12345 Main Street 444-4444
or
DOE APPRAISAL COMPANY
Commercial Appraisals
12345 Main Street 444-4444
Thomas Doe, SRPA Wm. Doe, SREA
or
REAL
ESTATE ANALYSTS
DOE, THOMAS, SRPA
12345 Main Street ...
or
...... 444-4444
DOE, WILLIAM, SREA
12345 Main Street ......... 444-4444
Note: To eliminate the need for members to carry individual more costly listings, for public relations purposes the Society encourages chapters to use a prescribed Yellow Page Directory listing which groups a list of the professionally designated members of the chapter with their addresses, telephone numbers, etc.
4. Announcement of Change of Address, Opening of New Office, or Change of Business Affiliation
An announcement of a member's change of address, opening of new office, or change of business affiliation may be prepared and sent out in accordance with the following only:
a. Contents
The announcement may contain member's name, designation, and reference to membership in the Society of Real Estate Appraisers, company name, address, telephone number, area of specialization, i.e., real estate appraisal (residential, commercial, etc.) and/or real estate analysis, the Society's emblem, and a brief statement of the fact for the announcement.
The announcement shall not contain promotional, qualifying, or self-laudatory words or phrases, photographs, or design material.
b. Mailing and Distribution
The announcement shall be sent only by individually addressed cards or correspondence to the member's own clients, personal affiliates, and/or to individuals with whom prior contact has been made. The announcement shall not be sent out in a mass mailing or be given mass distribution.
A typical announcement considered appropriate under these provisions is shown on the following page.
JOHN SMITH, SRA
REAL ESTATE APPRAISER
ANNOUNCES THE OPENING
OF OFFICES
AT
12345 Main Street
Chicago, Illinois
444-4444
5. Brochures and Circulars
A brochure or circular may be published in accordance with the following only:
a. Content
The brochure or circular may contain reference to a member's designation and membership in the Society of Real Estate Appraisers, and a personal qualification statement. It shall contain honest and accurate information, and shall be dignified and conservative in keeping with high professional standards.
The brochure or circular shall not contain exaggerated promotional statements, or the Society's emblem.
b. Mailing and Distribution
The brochure or circular shall be sent only in response to inquiries from prospective clients, and/or to individuals with whom prior contact has been made.
The brochure or circular shall not be sent to parties with whom no prior contact has been made, or be addressed to a company, firm, institution, or "occupant."
Note: For public relations purposes the Society encourages chapters and professionally designated members to distribute the brochure "What Is An Appraisal?" with chapter or personal identification imprinted on it.
6. Signs
A sign may appear at a member's place of business in accordance with the following only:
a. Content
The sign may contain the member's name, designation and membership in the Society of Real Estate Appraisers, company name, address, telephone number, and area of specialization, i.e., real estate appraisal (residential, commercial, etc.) and/or real estate analysis.
The sign shall not contain promotional, qualifying or self-laudatory words or phrases, photographs, design material, or the Society's emblem.
b. Size
The size shall be in keeping with high professional standards, shall not be ostentatious, and shall not exceed 6" x 18".
c. Forms of Advertising Considered Unprofessional
It is unethical for a designated member to advertise his professional attainment or services, and refer to his designation and membership in the Society in any manner not provided under Paragraph B of this interpretation, and a few of these specifically are as follows:
1. General Advertisements or Public Notices
General advertisements or public notices shall not be placed in publications, except as provided for under a directory listing.
Note:
The Society's Public Relations Department has a series of
general advertisements (public notices) available for use by the
chapters in their local news media. The theme of these ads is
to tell the public what an appraisal is, what an appraiser does,
how to select a qualified appraiser, and where a list of qualified
appraisers may be obtained.
2. Radio and Television Media
Advertisements shall not be carried on radio or television.
3. Billboards
Advertisements shall not be carried on billboards or signs,
except a sign as provided for at a member's place of business.
4. Miscellaneous Imprinted items - Calendars, Appointment Books,
Etc.
Novelty items such as calendars, appointment books, etc. shall not be imprinted and distributed.
5. Free or Discounted Appraisals or Analyses
Professional services are rendered on a fee basis only. Free or discounted appraisals or analyses shall not be provided nor advertised.
