2. introduction who? where? how?
THE MEMBERSHIP THE GEOGRAPHIC THE FORM OF USE
L I M I TAT I O N L I M I TAT I O N L I M I TAT I O N
Trademarks are useful tools.They help us
distinguish among products, services and,
yes, sometimes people.When we ask for a • Member boards membership classifications Members are authorized to use the REALTOR® marks
and logo anywhere in the country, provided that the
• The terms REALTOR , REALTORS
® ®
and REALTOR-
Pepsi-Cola® brand soft drink we won’t get must include either one (REALTOR®) or two ASSOCIATE® should appear in all capital letters and
(REALTOR® and REALTOR-ASSOCIATE®) marks are accompanied by the business name and the federal registration symbol “®” should be used
Coke®. Similarly, when the public asks for a
REALTOR® or sees the block “R” logo, we classes of membership. address, in connection with which membership is held. with each term whenever possible.
want them to know that they are getting You may not use the marks in reference to other
more than a real estate licensee – they • REALTOR® members are authorized to use offices unless you belong to a member board in For example, John Jones, REALTOR®. When not possi-
are getting a member of the NATIONAL the terms REALTOR® and REALTORS® and connection with that other office location. ble, REALTOR or Realtor® are permitted but less
ASSOCIATION OF REALTORS® (NAR). the REALTOR® logo. preferred alternatives.
•
Every time you tell the public you are a
REALTOR®, you tell them you subscribe to
REALTOR-ASSOCIATE® members are authorized
to use the term REALTOR-ASSOCIATE® and the when? • Do not use the terms REALTOR® or REALTORS®
in your firm name, rather use them adjacent to
a strict Code of Ethics, you are a member REALTOR® logo when their firm or broker is also THE CONTEXT OF USE your firm name.
of the largest trade association in the U.S., identified in the same materials.
and you are informed about issues that
L I M I TAT I O N Correct: John Doe, Inc., REALTORS®;
affect real estate business. That’s a lot of
• A non-member is never authorized to use the Incorrect: John Doe REALTORS®, Inc.
mileage from one trademark! So, it’s impor-
REALTOR® marks or logo in connection with his • The terms REALTOR®, REALTORS® and REALTOR-
or her name. A member broker may, however, ASSOCIATE® and the block “R” logo are collective
tant to always use the REALTOR® marks
authorize a non-member salesperson affiliated membership marks. The terms do not describe the • Punctuation should be used to separate your name
and logo correctly to identify yourself as a and firm name from the terms even when they
member of the National Association. with him or her to use business supplies except jobs real estate licensees perform.
business cards on which the marks or logo have appear on separate lines:
been used in reference to the member broker’s • Never use descriptive words (e.g., commercial, Illinois, For example, John Jones–
The rules for proper use of the REALTOR® name or firm. full-time) to modify the term REALTOR®, REALTORS® REALTOR®.
marks and logo apply to any and all media. or REALTOR-ASSOCIATE® because such terms
Whether the marks are used on outdoor • REALTOR® and REALTOR-ASSOCIATE® can be encourage an incorrect contextual meaning for the • Say REAL-tor as a two-syllable term with emphasis
signs or newspaper display ads, masonry or used with your name or your firm’s name terms. on the first syllable “REAL”, not REAL-i-ter or
paper mache, letterhead or flyers, the rules to identify you as a member. REAL-a-ter.
remain the same. Additionally, the same • When you are asked what you do for a living, • Use non-member, instead of non-REALTOR®, when
rules apply to use of the marks in all forms describe your profession before you use the term referring to one who is not a member.
of electronic advertising and communica- REALTOR® to indicate you are also a member
tion, including the Internet. A few special
what? of a local board and committed to a strict Code • When speaking of more than one member, use
rules have also been developed to explain of Ethics. REALTORS® and REALTOR-ASSOCIATE®s.
how members may use the marks as a T H E R E A L E S TAT E
part of the domain name for their real For example, say,“I am a real estate broker and also • Avoid possessives whenever possible and when
estate business. B U S I N E S S L I M I TAT I O N a REALTOR®.” not, use REALTOR®’s (singular possessive) or
REALTORS®’ (plural possessive). For the term
• Members are licensed to use the marks and logo
• Please remember to distinguish words that describe REALTOR-ASSOCIATE®, it’s REALTOR-
The National Association has developed jobs or lines of business such as “builder” or “insur- ASSOCIATE®’s (singular possessive) or
in connection with their real estate business. ance” from the marks.
guidelines on the proper use of the REALTOR-ASSOCIATE®s’ (plural possessive).
“Real estate business” includes real estate
REALTOR® marks and logo.This guide
summarizes five limitations on the use
brokerage, property management, real estate For example, use “INSURER, REAL ESTATE AGENT, • Don’t hyphenate (REAL-TOR); abbreviate (Rltr.);
appraising, real estate counseling, real estate BUILDER” not “INSURER, REALTOR®, BUILDER.” expand (Realtorific); or combine the terms
of the marks. Further information on
syndication, land development and building. REALTOR®, REALTORS® or REALTOR-
use of the marks may be found at NAR’s • Use the marks only when talking about your
ASSOCIATE® with other terms (REALTOR®-
Internet site, www.REALTOR.org, on the membership in the local board, state association
‘Law and Policy’ page under REALTOR®
• Members are not authorized to use the marks and
or National Association. ASSISTANT).
logo in connection with any other activities. For
Trademark/Logo Rules.
instance, a member may not use the REALTOR® Follow this rule: If the phrase “member of the • Don’t use descriptive words to modify the terms:
marks or logo in connection with a real estate NATIONAL ASSOCIATION OF REALTORS®” e.g.,“Professional REALTORS®”;“Florida’s Biggest
school, advertising or marketing services for other cannot logically be substituted for the term REALTOR®”;“Twin City REALTORS®.”
REALTORS®, the sale of office supplies, the offering REALTOR®, then the term REALTOR® should
of real estate franchise offices, etc. not be used. Instead, use a descriptive phrase
like “real estate agent.”
See reverse side for further information on “The Form of Use Limitation.”
