What is the best practice for labeling 'facts vs opinions' in marketing materials?

• A. Facts and opinions can be mixed as long as the listing looks appealing.
• B. Opinions should be presented as facts if you personally believe them.
• C. All statements should be treated as opinions, not facts.
• D. Distinguish facts supported by data from personal opinions; avoid presenting opinions as facts.

Answer: (D)

Separating verifiable facts from personal opinions is essential in real estate marketing. Facts are statements you can back with data or records—things like listing price, square footage, number of bedrooms and baths, lot size, features, or recent sale prices. Opinions are subjective judgments or beliefs about value or desirability, such as calling a neighborhood the “best,” a property a “great deal,” or a listing a “must-see.” The best practice is to present facts with supporting data and date references when possible, and to label or frame opinions as opinions rather than as facts. This approach reduces the risk of misrepresentation, helps buyers make informed decisions, and keeps advertising compliant with truth-in-advertising standards. For example, you could say, “The listing price is $350,000, based on MLS data through [date], and the home has 2,000 square feet,” and then add a clearly labeled opinion like, “In our view, this represents strong value in today’s market.”