Got Listing Photos? Follow these Tips to Stay Compliant

We’ve had several questions lately about the NorthstarMLS Photo Policy, so let’s talk about it!

Photos are a great way to showcase your listings. They provide that first impression of the property you are selling. A bad photo may prevent your audience from looking at the property—even if it is a perfect fit for them. A good photo helps keep eyes on the home. A great photo can lead to showings and sales!

Agents, appraisers, buyers and sellers rely on property photos for many different reasons, making it extremely important to represent the property in the best, yet accurate way possible. NorthstarMLS Rules & Regulations for photos help ensure photos contribute to the strong, consistent data you expect from the MLS.

NorthstarMLS Rules & Regulations for listing photos can be found here. Rule 3.2 addresses the timeline for photo entry. Rule 5.4 addresses the photo content. Rules 10.1, 10.2, and 10.3 address copyright issues. Here are some highlights to help create the quality listings you’ve come to expect from NorthstarMLS:

Photo Submissions Deadline

Regardless of a listing’s status it must have at least one property photo loaded into the NorthstarMLS listing database within two business days, excluding state or federal holidays. The date following the day the listing is loaded into the MLS is counted as the first day

This requirement applies to all previously owned, completed new construction or model property in the single family residential, multi-family residential, commercial/mixed use or residential rental property types.

Listing Photo Content

What’s in the photo also matters. No text (regardless of message) can be added to the photo. Use photo captions for messages and photo descriptions instead.

In addition, no broker/agent/builder signs, banners, marketing or any other type of promotional material can be added to or be visible in the photo.

Listing photos have owners. They can be the property of listing agents or brokers or licensed for use from a professional photographer who maintains a copyright. Unless you have explicit permission from another MLS subscriber (in writing), don’t copy listing photos for your own use.

The photo may not be digitally altered (“Photoshopped”) to the point it no longer accurately reflects the property as this sets inaccurate expectations for those viewing the listing.

Unacceptable digital alterations that go beyond basic staging could include erasing a water tower visible from the back yard, moving interior walls to make the kitchen bigger or adding grass when there is no lawn.

Lastly, photos/videos of listed properties should not include people. Wildlife, harvested game, equine and farm animal photos are permitted. An exception is made for lifestyle videos when shot from an overhead view. In this instance no person should be identifiable, and pets may appear within the view.

Removing Photos from the MLS

We do get questions about removing photos from the MLS after a property has sold. The listing broker may do so if they choose, however one photo is still required. Photos are very important in the MLS for all subscribers, so you may want to think about keeping the photos on your listing and just update the internet fields to “No” to remove them from syndication. This will stop the photos from being accessible on public facing websites.

Photo Captions

Photo captions are a great way to guide your audience through the home but there are a few things to remember. Branding is not allowed in photo captions and they cannot contain links of any kind. Instead, photo captions should be used to describe the space shown in the photo.

Have Questions?

The NorthstarMLS team is here to help ensure your listings photos are compliant and contribute to the reliable, quality data everyone expects from your MLS. Should you have any questions or want us to review a photo, contact us at Rules@northstarmls.com. We are happy to take a look!