Wisconsin Advertising & Record-Keeping Rules

Wisconsin requires real estate advertising to be truthful and not misleading, and licensees generally must advertise under the name of their employing firm rather than only their personal name so consumers can identify the responsible brokerage. Ads must avoid creating a false impression about the property, the price, or who is offering it, and any material adverse facts known to the licensee must be disclosed. Brokerage firms must keep complete transaction and trust-account records, with client funds held in designated trust accounts separate from firm operating funds. These records must be retained for the period set by DSPS rules and made available to the Real Estate Examining Board on request.