Can I use the term REALTORS® in the name of my firm?

QUESTION: I am forming a new firm and would like to use the term REALTORS® as part of my firm’s name. I know there are some restrictions on what I can do. What do I need to know?

ANSWER:  First of all, you are NOT permitted to use the term REALTORS® as part of your firm’s name.

The National Association of REALTORS® (“NAR”) has published a Membership Marks Manual that provides excellent guidance on the use of NAR’s registered trademarks, including the term REALTORS®. The Manual can be accessed here.

The Membership Marks Manual makes it clear that individuals who hold REALTOR® membership in a Member Board may use the terms REALTOR® or REALTORS® in connection with the name of their real estate business as an indicator of their membership in the REALTOR® organization. To do so, however, the term must be separated from the business name by appropriate symbols or punctuation. The term REALTORS® may not actually be included as a part of the business name itself.

The Manual gives the following example of an appropriate use of the term REALTORS®:

S.S. Smith Realty, Inc., REALTORS®.

An example of a similar but improper use is the following:

S.S. Smith REALTORS®, Inc.

The Manual includes the following suggestion: “When selecting a firm name, members are strongly encouraged to utilize the words “Realty,” “Real Estate,” or similar terms that indicate the real estate nature of their business. When these words are used in the firm name, the terms REALTOR® and REALTORS® are more clearly and easily perceived as indicators of membership and professional commitment.”

Release Date: 10/12/2017