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New York, NY – November 8, 2024 – In a challenge brought by competitor CoStar Group, BBB National Programs’ National Advertising Division determined that Move, Inc. provided a reasonable basis for its claim that Realtor.com is the “#1 site real estate professionals trust.”
Realtor.com, operated by Move, Inc., is affiliated with the National Association of Realtors, the real estate industry trade association that owns the US trademark to the term “Realtor.”
The challenged claim appeared online, including at the top of Realtor.com’s homepage. In some advertising, the claim appeared with a disclosure that it is “based on an Aug. 2023 proprietary survey among real estate professionals.”
In support of the challenged claim, Move relied on results of a double-blind survey of over 1,300 real estate professionals conducted in August 2023. by a market research firm. The National Advertising Division (NAD) determined that the survey was reliable support for the claim.
Further, NAD determined that the survey remained timely during the period of the challenge. Nevertheless, because preferences on any website might change after a year for various reasons, NAD cautioned Move that the August 2023 survey’s validity will not last in perpetuity and that a newer survey to support the claim will be necessary in the near future.
As the timing of the survey is potentially material to the audience for whom the claim is intended, NAD recommended that, to the extent Move has not already done so, the fact that the survey was conducted in August 2023 should be clearly and conspicuously disclosed in close proximity to the main claim.
In its advertiser statement, Move stated that “in the ordinary course it has already conducted a newer survey in August 2024, which found that Realtor.com remains the #1 site real estate professionals trust’ and will therefore update its citation to reflect that going forward.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
