Copyright enforcement related to real estate marketing has increased significantly. Unauthorized use of photos, whether on websites, social media, email campaigns, flyers, or listing materials, can result in lawsuits, fines, takedown notices, and legal demands directed at both individual agents and the brokerage.
This guidance is provided to help protect you, your business, and the company.
You are permitted to use images only if you own the rights or have proper authorization. This includes:
Photos you personally took
Photos you are licensed to use, such as:
Licensed stock photography
Brokerage-approved marketing images
Photos with documented written permission or usage rights
Always ensure you can clearly identify the source and your right to use the image.
You may not use images that you do not own or have rights to, including:
Images copied or saved from the internet
Photos taken from Google image searches
Images pulled from social media platforms
Marketing materials repurposed with photos you do not own or license
Professional photography without written permission or a valid license
Even if an image is publicly visible online, it is still protected by copyright unless explicitly stated otherwise.
You may use photos provided directly by a homeowner only if you can reasonably confirm they own the rights to those images.
Generally acceptable examples include:
Photos taken by the homeowner themselves
Images from personal devices, such as phones or wildlife/trail cameras located on their own property
⚠️ Important:
If the images appear to be professional photography or were taken by a third-party photographer, written permission or a usage license is required—even if the homeowner originally supplied the photos. Using professional images without authorization may still be considered copyright misuse.
If you currently have any images you do not own or are unsure about, please remove them immediately.
When in doubt, the safest options are to:
Obtain written permission from the photographer
Purchase licensed photography for your own use
Use photos you personally took
If you cannot clearly confirm usage rights, it’s best not to use the image.
Copyright claims are actively enforced and often target individual agents first. Taking a few extra moments to confirm image rights helps avoid unnecessary legal risk and protects everyone involved.
If you have questions about a specific photo or need help determining whether an image is compliant, please reach out. We’re always happy to help guide you in the right direction.