California DRE Advertising Rules: License Number Requirements

Your Real Estate License Number and Advertising

Imagine this: You’ve just spent $2,000 on a high-end video shoot for a new listing. The Reel goes viral—DMs, likes, and shares are pouring in. Then, you get a different kind of notification: a formal letter from the California Department of Real Estate (DRE).

A competitor noticed your license identification number was missing from the video. They filed a complaint through the DRE’s online portal in minutes. Now, instead of prepping for your open house, you’re prepping a response to a DRE investigator.

At ADHI Schools, I’ve spent over 20 years training agents to comply with the California Real Estate Laws.

If there is one thing I’ve learned, it’s this:

The DRE doesn't care how "aesthetic" your feed is; they care about consumer protection.

In California, your license identification number isn’t a suggestion—it’s a non-negotiable anchor for every piece of solicitation you put into the world.

TL;DR: Compliance at a Glance

• The Non-Negotiables: You must disclose your eight-digit license identification number AND your responsible broker’s licensed name. (Note: The broker's license number is generally optional if their name/logo appears).
• Consequences:A DRE citation can include an administrative fine plus corrective actions.

The Core Rule: What Counts as "Advertising"?

Under Business and Professions Code and Commissioner’s Regulation 2773, any "solicitation materials intended to be the first point of contact with consumers" must include your license identification number. The DRE calls these "first point of contact" solicitation materials.

The Non-Negotiable Box

• Licensee Name + License Identification Number
• Responsible Broker Identity: This must be the brokerage name as currently licensed with the DRE, not a nickname or team handle.
• NMLS ID: Must also be included if you are performing mortgage-related acts.

The Operational Test: Content vs. Advertising

In practice, the DRE treats many consumer-inviting posts as solicitation.

Use this 3-part test: If a post contains

(1) your identity as an agent/broker,

(2) a specific property or service, and

(3) any invitation to contact, treat it as solicitation.

If the post has branding and services, even without an explicit CTA, it can still be construed as solicitation designed to incentivize a professional relationship.

Where Your License Number MUST Appear (Channel-by-Channel)

Instagram & TikTok

• Required: Your license identification number must be in your Bio/Profile description if the profile is used for business.
• Best Practice: Put “DRE #xxxxxxx” in your bio and on any post that could be screenshotted and shared. Legal standards focus on "first point of contact," but any single post can become that first interaction.
• Common Mistake: Assuming a link aggregator (like LinkTree) counts as disclosure. The DRE expects disclosure on the solicitation surface itself, not hidden behind clicks.

YouTube & Shorts

• Required: In the "About" section and the opening section of video descriptions.
• Best Practice: For Shorts, where descriptions are often hidden, use an on-screen text overlay. Ensure it is legible on mobile and stays on screen long enough to be read.

Website (Agent & Team Pages)

• Required: On all websites you own, control, and/or maintain. This includes agent bio pages, landing pages, valuation pages, and contact pages.
• Note: This also applies to IDX or property search subdomains you control.
• Placement: The footer works, but only if it’s present on every relevant page and not reduced to unreadable microtype. The type size must be no smaller than the smallest size type used elsewhere in the solicitation. (10 CCR § 2773)

Print & Digital Cards

• Requirement: Mandatory for business cards, stationery, flyers, and mailers.
• Digital Analog: Digital business cards and email signatures are explicitly viewed as "first point of contact" materials.

Yard Signs & Open House Signs

• Branded Signs: If the sign displays the name of a licensee, disclosure rules trigger (§ 2773).
• Unbranded Signs: A "For Sale" sign with no name, trademark, or branding (or only the responsible broker's licensed identity) is generally exempt.

The Reality of DRE Enforcement

Most complaints come with a single asset screenshot—one Reel frame or one flyer image. In practice, "it’s elsewhere on my site" is rarely a strong defense. If you’re wondering what actually gets the Department’s attention in the field, check out our report on What the California DRE Actually Enforces.

A pattern of sloppiness in your public-facing materials often signals deeper systemic issues to an investigator, which can lead to a wider review of Common DRE Violations and How to Avoid Them.

Traps: Common Compliance Misses

• Collab Posts / "Featuring": If an ad names multiple licensees, you must include each individual license identification number.
• Team Handle vs. Broker Name: A classic miss is a team page that shows a team name (e.g., "The Smith Group") but omits the responsible broker’s licensed name. Ensure your branding doesn't blur this line by reviewing the Team Name & DBA Rules for California Agents.

The 60-Second Compliance System

As a broker, here is exactly how I would protect your license: Systematize the boring stuff so you can focus on the selling.

1. The Locked Template: Create a "Footer Block" in Canva that includes your Name | DRE # | Responsible Broker's Licensed Name. Lock this as a template for all graphics.
2. The Bio Lock: Put your DRE# and responsible broker's licensed name in every social bio today.
3. The Monthly Audit: Set a recurring calendar invite to check (1) your last 5 posts, (2) your website footer, (3) your email signature, and (4) your top 2 directory profiles and team pages.

The same systems discipline required for advertising also applies to your backend operations, such as
Trust Fund Handling Rules for California Agents.

FAQ: Real-World Advertising Questions

Do I need my license number on every Instagram post?

If it functions as first point-of-contact solicitation, disclosure is required. Since any "real estate" post can become someone’s first contact via a share or search, the safest system is to include it by default.

Does a real estate team page need license numbers?

Yes. Every licensee featured on the page must have their license number displayed next to their name.

What if I’m just posting market updates?

If you are presenting yourself as a professional to attract clients, it’s solicitation. The DRE is very broad in its interpretation of "incentivizing" a consumer to contact you.

If you want the full compliance map for your career, start with our California Real Estate Laws & Compliance Guide. If you’re wondering what actually gets the Department's attention in the field, check out our report on What the California DRE Actually Enforces.