So many “Realtors” misuse the term “Realtor.” As a real estate agent, it’s super important to know the guidelines set by the National Association of REALTORS® (NAR) for using the term REALTOR®. Misusing this trademark can lead to legal issues.
Consumers often don’t know the difference between a Realtor and a Real Estate Agent, which can be really misleading. Many people think these terms are synonyms, but they aren’t. A Realtor is simply a paid designation for being a member of an organization, while a Real Estate Agent is a broader term.
NAR’s Realtor Trademark Terms of Use
Let’s dive into the key restrictions so you can avoid these common mistakes!
1. Business Names
The term REALTOR® cannot be used in the name of a firm or business. This means you cannot name your company “Ross Realtors” or any variation thereof
1. This rule ensures that the term remains associated with individual members rather than businesses.
2. Email Addresses
While you can use REALTOR® in your email address, there are specific guidelines to follow:
- Not Allowed: Using descriptive words or phrases with the term REALTOR® in an email address is prohibited. For example,
bestrealtor@example.comis incorrect.
3. Domain Names
Similar to email addresses, domain names must adhere to strict guidelines:
- Not Allowed: Descriptive or geographic terms combined with REALTOR® are prohibited, such as
numberonerealtor.comorbostonrealtor.com.
4. Social Media Handles
Social media handles also have restrictions:
- Not Allowed: Handles that include descriptive or geographic terms with REALTOR® are not permitted, like
@bestrealtoror@nycrealtor.
5. Advertising and Marketing Materials
When creating advertising and marketing materials, it’s essential to use the term REALTOR® correctly:
- Not Allowed: Avoid using REALTOR® in a misleading or descriptive manner, such as “Top REALTOR® in Town”.
6. Geographic Locations
Using geographic locations with the REALTOR® marks is strictly prohibited. You cannot use terms like “Montana REALTORS®” or “Boston’s Best REALTOR®”. This rule helps maintain the national integrity of the trademark
7. Descriptive Words
Descriptive words or phrases combined with REALTOR® are not allowed. Examples include “numberonerealtor.com” or “bestrealtor@example.com“. The term should stand alone to avoid any misleading implications
Examples of Incorrect Usage Online
Here are some examples of companies that are using the term REALTOR® incorrectly:
- Best Realtor: Using descriptive terms like “Best Realtor” in domain names or email addresses is prohibited.
- Boston Realtor: Combining geographic locations with REALTOR® in social media handles or domain names is not allowed.
- Number One Realtor: Descriptive phrases such as “Number One Realtor” in advertising materials or email addresses are incorrect.
These examples highlight ways in which you’re misusing a trademark you paid for and misleading consumers. Adhering to these guidelines is essential for maintaining compliance in using the REALTOR® trademark when you joined NAR.
