Canadian Copyright & Media for Property Listings: What Realtors Need to Know

When you hire a photographer, videographer, or floor-plan designer, remember: they automatically retain copyright over their work — even if you paid for it.

What Realtors Actually Get

You don’t own the media. You receive a license — giving you the right to use the materials in specific ways. Typical licensed uses include:

• Listing marketing (MLS, print brochures, advertisements)

• Online sharing (websites, social posts, email campaigns)

• Relisting the property — but only if the license explicitly allows reuse.

Licensing vs. Ownership — What to Watch For

A license should clearly explain:

• Where you can use the media (web, print, social, etc.)

• How long you can use it (e.g. until sale, or indefinitely)

• Whether it’s exclusive or transferable (you can’t assume you own or can resell the images unless stated)

Buying a photo shoot does not transfer copyright. Without a written agreement, you don’t own the images — you only own their licensed use.

Re-using Media or Changing Realtors

If the property is re-listed under a different realtor — or you want to re-use images from a previous listing — you must get a new license. Copyright doesn’t automatically transfer between agents or over time.