Real estate salespersons can now have a better understanding of the advertising guidelines in an engaging manner.
The Council for Estate Agencies (CEA) has introduced an e-learning web application on CEA’s Practice Guidelines on Ethical Advertising today.
Hosted on the CEA website, it features 12 chapters of scenario-based comic strips, accompanied by audio narration, to illustrate ethical advertising in different areas. At the end of each chapter, users can take an interactive quiz.
The comics touch on guidelines such as proper description of property, claims in advertisement, seeking owner’s consent and so on. Consumers can use the web application to learn guidelines on acceptable contents and methods of advertising when looking for salespersons to help them with their property transactions.
In a statement, the council said the total number of complaints received has decreased over the years. However, misleading, missing or inaccurate information in property advertisements remained the top three types of complaints lodged.
Chan Kwok Cheong, Deputy Director (Policy and Planning) of CEA said, “In designing the app, we referred to real-life case studies to ensure that the scenarios presented were realistic and provided practical examples that the industry and consumers could use.”
CEA may also consider working with approved Continuing Professional Development (CPD) training providers to develop e-learning applications on other topics in future.
Image (by CEA): Example of a chapter in the e-learning web application
Muneerah Bee, Senior Journalist at PropertyGuru, wrote this story. To contact her about this or other stories email muneerah@propertyguru.com.sg
