An Edinburgh legal firm who referred a competing estate agent to the Advertising Standards Authority (ASA) over claims that adverts were misleading, have won their case.
Neilsons Solicitors and Estate Agents say they welcome a ruling by the ASA which upheld their complaints regarding a series of comparative advertising claims made by RE/MAX Property Specialists.
The ASA concluded that a number of claims made in marketing materials and social media advertising by RE/MAX were misleading, could not be adequately substantiated, and were not presented in a way that consumers could independently verify. The regulator also ruled that the advertisements must not appear again in similar form.
Neilsons’ Operations Director, Jenna Spence, said: “It is vital that consumers receive accurate, transparent and verifiable information when choosing an estate agent.
“We were concerned that claims made by Billie Dunlop of RE/MAX Property Specialists suggested that long established and respected competitors did not provide services and standards that they in fact do. Before referring the matter to the ASA, we raised our concerns directly and sought to resolve the issue informally. Unfortunately, we received no response and the advertising continued.
“The ASA has now concluded that a number of those claims were misleading and could not be adequately substantiated, including finding that it had not seen evidence to support his claims that same day feedback was provided on all viewings.
“The Edinburgh and Lothians property market is built on trust, and consumers deserve to compare agents on a fair and accurate basis. We have a responsibility not only to our own clients, but to the wider profession. Where advertising risks misleading consumers or creating an unfair impression of competitors, we will continue to take appropriate action to uphold professional standards.”
Amy Howard, Neilsons Senior Property Consultant, said: “For nearly 50 years, Neilsons has built its reputation on delivering trusted advice, exceptional client service and outstanding results across Edinburgh and the Lothians. Our proven, award-winning formula combines experienced estate agency professionals, dedicated legal expertise, comprehensive marketing, skilled negotiation and local market knowledge to help clients achieve the best possible outcome when selling their home.
“While different business models exist within the industry, selling property successfully requires far more than a single individual. Neilsons’ clients benefit from the collective expertise of a large team of experienced property professionals, valuers, negotiators, viewing agents, solicitors and support staff working together to deliver a seamless service from valuation through to completion. This depth of knowledge, resource and professional experience provides reassurance and continuity that simply cannot be replicated by a one-person operation with limited estate agency background.
“Neilsons is regulated by the Law Society of Scotland, unlike independent estate agents who have no specific regulatory body. We welcome the UK Government’s proposals to introduce regulation of property agents. We believe clear professional standards, appropriate qualifications and increased accountability will help raise standards across the sector, strengthen consumer confidence and ensure that home movers receive the high-quality service they deserve.
“At Neilsons, we remain committed to transparency, professionalism and delivering results for our clients based on experience, expertise and proven performance.”
