This may be a suitable time to make sure you are using the term REALTOR® correctly. The term REALTOR® is not only a trademark owned by NAR and protected by federal law, it is also a valuable membership benefit that distinguishes members from all others in the real estate business. Remember, a REALTOR® isn't "just another real estate agent." Being a REALTOR® means more. REALTOR® has one meaning only: Member of the National Association of REALTORS®
Important Trademark Rules
To determine whether you are using the mark properly, simply replace the term “REALTOR” with “Member” to determine if the sentence conveys the correct meaning. It is preferred that REALTOR® should always be written in all caps with the trademark symbol.
Don’t use descriptive wording in connection with REALTOR® because descriptive wording implies the term means real estate professional. For example,
- Number 1 REALTOR® or Your Best REALTOR® are not allowed.
- You would not say Number 1 “Member” or Your Best “Member”
Regarding an office name. Members must separate the REALTOR® marks from their personal name or business name with punctuation, such as a comma or hyphen. For example:
- John Smith REALTOR® is incorrect
However:
- John Smith, REALTOR® - is correct – because the comma was added after Smith.
- Fifth Avenue Realty REALTORS® - is incorrect
However:
- Fifth Avenue Realty, REALTORS® - is correct because the comma was added after Realty
Email Addresses, Domain Names and Usernames
The REALTOR® marks may appear in lowercase lettering because email addresses, domain names and usernames are not typically capitalized and;
Separating punctuation and the registration symbol may be omitted because such formatting is typically not available on email addresses, domain names and user names.
- sarahrodriguezrealtor@gmail.com Proper
- www.sunshinerealtyrealtors.com Proper
- @realtorsarahchicago on Instagram Proper
- sararealtor@cloudrealty.com Proper
Improper because of descriptive language:
- realtorsarah@sunshine.com Improper
- sarahrealtor@sunshine.com Improper
- localsarahrealtor@sunshine.com Improper
- realtorsarahlocal@sunshine.com Improper
To summarize, The Three Main Trademark Rules:
- The REALTOR® Marks must be formatted properly.
- Descriptive wording may not be used with the REALTOR® Marks.
- All contextual uses of the REALTOR® Marks must tie back to membership in NAR.
If the REALTOR® term is not used properly, you may receive a letter from N.A.R. Counsel that you are in violation of Code of Ethics 14 and N.A.R. may also initiate legal action if the misuse is not corrected.
There are other rules that I cannot address here but you will find all the information you need at REALTOR.org under Membership Marks Manual.
