Editor's note: This brief was summarised by The Property AI Newsroom from a report by The Negotiator. Read the original article for full details.

ASA Rules RE/MAX Franchisee's Comparison Advert Misleading

The Advertising Standards Authority (ASA) has instructed a RE/MAX franchisee to withdraw an advert after upholding complaints that it misled consumers about rival estate agents. The advert, produced by Billie Dunlop trading as RE/MAX Property Specialists, included a leaflet and Facebook post comparing the company’s services to those of Neilsons, Warners, Thorntons, and McDougall McQueen.

The comparison table in the advert claimed that RE/MAX Property Specialists offered features such as a personal agent throughout the sales process, accompanied viewings by that agent, a personal social media campaign, and same-day feedback on all viewings. It also stated that the firm provided “skilled negotiations by an agent who knows your home,” while suggesting competitors did not offer these services.

Neilsons Solicitors & Estate Agents challenged whether these claims could be substantiated and verified. The ASA found that the claims relating to social media marketing, personalised sale boards, and same-day feedback on viewings breached the advertising code. The ASA also determined that consumers were not given enough information to verify the comparisons, and that the claim “skilled negotiations by an agent who knows your home” was subjective rather than objective.

As a result, the ASA ruled that the adverts must not appear again in the same form. Billie Dunlop trading as RE/MAX Property Specialists was instructed to ensure that future comparisons with identifiable competitors are not misleading and are verifiable.