In real estate, a great photograph can make all the difference. Whether you’re showcasing a beautiful listing, creating a neighborhood blog, designing marketing materials, or posting on social media, eye-catching images help capture attention and tell a story. But before borrowing that perfect picture from the internet, there’s something every real estate professional should remember: Just because a photo is online doesn’t mean it’s free to use.
The National Association of REALTORS® (NAR) recently highlighted three important rules to help real estate professionals avoid copyright claims when using photographs and other creative content. And in today’s digital marketing world, where images are everywhere, these reminders are more important than ever.
3 Copyright Rules Real Estate Agents Should Follow
1. Always Check Image Permissions
Found the perfect photo on Google Images, Facebook, or another website? Before adding it to your listing, blog, or marketing campaign, make sure you have permission from the copyright owner.
Photographs, graphics, written content, and even music used in videos or podcasts can be protected by copyright. Simply finding an image online or giving the photographer credit does not automatically give you the right to use it.
2. Don’t Assume Someone Else Has Taken Care of Copyright
Using photos supplied by a third-party marketing company, website, or another professional doesn’t automatically protect you from a copyright claim.
3. Get Copyright Permission in Writing
A verbal agreement may leave important questions unanswered. Written permission or a licensing agreement helps establish exactly how a photograph can be used.
For real estate listing photography, this means clarifying whether images can be used on MLS listings, brokerage websites, social media, advertising, brochures, and future marketing campaigns.
NAR also provides sample photo agreements that real estate professionals can use when working with photographers.
Why Copyright Compliance Matters in Real Estate Marketing
Real estate professionals rely heavily on visual content to attract buyers and promote properties. However, using a copyrighted photograph without authorization can lead to legal claims, financial liability, and unnecessary business headaches.
The safest approach is to use original photographs, properly licensed images, or content for which you have verified permission. Keep documentation of licenses and agreements so you can confirm what you are authorized to use.
The bottom line? A few minutes spent checking photo permissions today could save you considerable trouble tomorrow. In real estate marketing, protecting your business and respecting creative ownership should always be part of the picture.
Frequently Asked Questions About Real Estate Photo Copyright
Can real estate agents use photos found on Google Images?
Not automatically. Images appearing in Google search results may be copyrighted. Agents should verify the copyright owner’s permission or obtain an appropriate license before using them.
Does giving credit to a photographer make it legal to use their photo?
No. Crediting the photographer does not replace permission or licensing when those rights are required.
Can a real estate agent be held responsible for using a copyrighted photo provided by someone else?
Potentially. NAR advises real estate professionals not to rely solely on a third party’s compliance. Agents should verify that the appropriate permissions have been secured.
Why should real estate agents get photo permissions in writing?
Written agreements help document permitted uses, including listing websites, social media, advertising, and other marketing materials.
What should a REALTOR® do if the copyright owner of a photograph cannot be identified?
NAR recommends not using the photograph if ownership and permission cannot be established.
Real estate agents and brokers should verify that the necessary permissions have been obtained. If the original owner cannot be identified or the usage rights are unclear, NAR’s guidance is straightforward: Don’t use the material until the issue is resolved.
Source: REALTOR® Magazine
“3 Rules to Avoid a Copyright Claim on the Photos You Use”
National Association of REALTORS®
