Our team frequently discusses how to best handle compliance measures related to inaccurate advertising. After posting a fake or misleading listing, our algorithms and support staff catch or flag the incorrect advertisement. Our Compliance Team corresponds with agents to issue disciplinary action and work to improve listing quality on the site. In a competitive industry such as apartment and flat rentals, there are many ways advertisers can attempt to appeal to renters.
See a below example of a team member who suspended a broker who continued to insist that Financial District rental building 90 Washington Street had true two-bedroom apartments for rent at $4150. That’s the price of a studio with home office, or post-converted one-bedroom with home office. As discussed, a home office is not a bedroom under our current policies. This example is from 2019.
Fine vs. Ban?
How does our team handle advertising violations? We could apply a fine to the agent and deduct credits from their accounts or even charge their credit cards. However, we don’t want to put a price on a bait-and-switch advertisement, not are we trying to collect money from agents. Our goal is to put an end to the inaccurate listings.
Our decision is to suspend or permanently ban accounts that show a repeated disrespect for our policies. RentHop works because the majority of landlords and managers believe in honest and truthful advertising. We shouldn’t let a few poor listings linger around. At the end of the day, our mission is to provide renters with a positive experience that successfully turns into a lease signing.
