NJ Real Estate Agent Website Rules: What Your Site Must Show
The short answer: In New Jersey, your website is advertising, and the Real Estate Commission's advertising rule applies to "electronic media, including email and the Internet." Every page needs your licensed name and your broker's business name, with the broker's name more prominent. If your site isn't linked to your broker's website, it must show the brokerage office phone number (N.J.A.C. 11:5-6.1, as amended effective Jan. 20, 2026). Listings, payment figures, reviews and certain statements carry their own rules.
This guide goes through a typical agent site page by page. For the broader marketing checklist, see our first-year business plan. For posts, see compliant social media ideas.
What must appear in the header or footer?
These items belong on every page, so most agents put them in a site-wide header or footer (N.J.A.C. 11:5-6.1):
- Your licensed name and your broker's regular business name. The broker's name must be displayed "in a more prominent manner" than yours (6.1(b) and (b)1).
- The brokerage office phone number whenever your own phone, email or website appears (6.1(d)). Your cell number alone isn't enough.
- A designation such as "Realtor," "broker" or "real estate agency" after the broker's business name. "Realty" or "real estate" used alone doesn't count (6.1(c)).
- No home office address. Ads may show only a licensed main or branch office of your broker (6.1(d)1).
Does it matter whether my site links to my broker's website?
Yes. The amended rule treats the two cases differently (N.J.A.C. 11:5-6.1(b)2-3):
| Your webpage is... | What the rule requires |
|---|---|
| Not linked electronically to your broker's website | Display the telephone number of the licensed brokerage office you work from, "in a size consistent with the rest of the page" |
| Linked to your broker's website | The broker's link "should be clearly and prominently displayed," in a size consistent with the rest of the page |
The same applies to a team page. Either way, the 6.1(d) brokerage phone rule still applies whenever your own contact information appears. Many brokers also have their own website policies, so ask yours before you launch.
What can my About page say?
Your About page is where claims creep in. Keep these rules in mind (N.J.A.C. 11:5-6.1):
- Your license type, accurately. A salesperson may not indicate that they're licensed as a broker-salesperson (6.1(b)).
- "Licensed by the Commission" needs a follow-up. If you mention licensure by the Real Estate Commission, it must be followed immediately by "Licensure does not imply endorsement" (6.1(p)).
- Nothing false or misleading. If a claim would mislead without qualifying information, that information must appear clearly and conspicuously (6.1(r)). Be careful with "top producer," "No. 1" or sales-volume figures you can't back up.
- Referral licensees must include "Services limited to referring prospects to broker." See our referral agent license guide.
What rules apply to listings on my site?
Other brokers' listings. You can't advertise a specific property exclusively listed by another broker without that broker's prior written consent. For online listings, consent is deemed given when the listing agreement authorizes posting on the MLS's or third-party websites and the original site allows consumers unimpeded access (6.1(n) and (n)1) (N.J.A.C. 11:5-6.1). Every property ad must name the municipality (6.1(h)).
IDX feeds. Many agents show MLS listings through an IDX (Internet Data Exchange) feed. Each MLS sets its own rules. For example, Garden State MLS requires participants to opt in. Its section 11.5.6 says that when the listing broker has supplied identifying information, your display must include at least the listing broker's name and its designated phone number or email. The listing broker must appear "in a readily visible color and typeface not smaller than the median" used for the listing data. You can't modify the data, and the display must update "not less frequently than every twelve (12) hours" (GSMLS Rules and Regulations). If your broker belongs to a different MLS, check that MLS's rules. Our guide to the MLS in New Jersey explains how MLSs work.
Sold and under-contract. Don't show a property as sold until the closing. Once a contract is out of attorney review, ads must say "under contract" (6.1(o)).
What about mortgage calculators and payment examples?
If a page mentions a down payment, a monthly payment or carrying charges, or says a mortgage is obtainable, it must include "to a qualified buyer" (6.1(f)). Specific dollar figures need words like "approximate" or "estimated," and the broker must keep proof for 12 months (6.1(g)) (N.J.A.C. 11:5-6.1). Federal Truth in Lending rules also require more credit terms when an ad uses "triggering terms" such as the amount of any payment (12 CFR 1026.24(d)). The simplest path is to avoid listing-specific payment numbers unless your broker has a compliant template.
Can I post reviews, commission rates or community descriptions?
- Reviews: The FTC's rule bans fake consumer reviews and testimonials, including ones that misrepresent the reviewer's experience (16 CFR 465.2). Post real reviews only.
- Commission rates: If you mention a commission rate or compensation amount, include "In New Jersey, broker compensation is fully negotiable and not set by law" (6.1(q)).
- Neighborhood pages: Don't express any preference, limitation or discrimination based on a protected class (N.J.A.C. 11:5-6.1(i); 24 CFR 100.75). Describe the property and amenities, not who "should" live there. See our fair housing advertising guide.
You'll study these advertising rules before you ever build a site. Business Elementary's 75-hour pre-licensing course is the first step.
Sources
- N.J.A.C. 11:5-6.1, Advertising rules, as amended (R.2026 d.020, 58 N.J.R. 817, effective Jan. 20, 2026; DOBI adoption notice): https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf
- Garden State Multiple Listing Service, Rules and Regulations (revised Nov. 21, 2024), §11.5 IDX: https://forms.gsmls.com/RulesRegs.pdf
- 16 CFR 465.2, fake or false consumer reviews (eCFR): https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465/section-465.2
- 24 CFR 100.75, discriminatory advertisements (eCFR): https://www.ecfr.gov/current/title-24/subtitle-B/chapter-I/subchapter-A/part-100/subpart-B/section-100.75
- 12 CFR 1026.24, advertising (Regulation Z; CFPB): https://www.consumerfinance.gov/rules-policy/regulations/1026/24/
Last reviewed: November 2, 2026
Frequently Asked Questions
Do I need the brokerage phone number if my site already links to my broker?
If your page shows your own phone, email or website, 6.1(d) still requires the brokerage office phone number. The linked/unlinked distinction in 6.1(b) adds to that rule; it doesn't replace it (N.J.A.C. 11:5-6.1).
Are there NJ rules about my website's domain name?
Section 6.1 doesn't specifically address domain names. The site itself still has to meet the advertising rules, and your broker may have its own naming policy, so ask before you buy a domain.
Can my site say I'm "a member of the MLS"?
Yes, but an ad that refers generally to membership in a multiple listing service must give the service's complete name (with limited exceptions), such as "Garden State Multiple Listing Service," not just "MLS" (6.1(k)) (N.J.A.C. 11:5-6.1).
How often does IDX data on my site have to refresh?
Under Garden State MLS rules, at least every 12 hours (GSMLS Rules and Regulations, §11.5.6). Other MLSs set their own rules.
Does my website need "each office is independently owned and operated"?
If you advertise using a franchisor's trade name, yes. That statement, or a substantially similar one, must appear in a way reasonably calculated to attract attention (6.1(j)2) (N.J.A.C. 11:5-6.1).