How should licensees use client testimonials from social media in marketing?

• A. Use testimonials without consent; claim endorsements; hide compensation.
• B. Obtain written consent, be truthful about experiences, disclose any compensation, and avoid implying endorsements beyond the testimonial.
• C. Fabricate testimonials.
• D. Use only positive testimonials.

Answer: (B)

Using client testimonials from social media requires transparency and accuracy. The best approach is to obtain written consent before using any testimonial, ensure the content truthfully reflects the client’s actual experience, disclose any compensation or incentive connected to the testimonial, and avoid implying that the testimonial is an endorsement by the brokerage or others beyond what the client stated. This protects consumers from misleading advertising, meets ethical and regulatory expectations, and maintains trust with clients.

Why the other options don’t fit: Using testimonials without consent and claiming endorsements while hiding compensation is deceitful and violates both consent and disclosure rules. Fabricating testimonials is dishonest and illegal. Using only positive testimonials can be misleading if it omits legitimate, balanced feedback, and it risks creating a false impression about typical client experiences.