We have all learned that there is only one way to say the word REALTOR® correctly. Some of us have been chided into correcting our pronunciation from three syllables to two (REAL-tor, not REAL-i-ter or REAL-a-ter), but once you learn the right way to say REALTOR®, you never forget. The same applies to use of the REALTOR® trademark and logo. Once you learn how to use them properly, you begin to notice when others don’t, and how such improper use dilutes the value of our brand.
How Well Do You Know the REALTOR® Trademark?
Members of the National Association of REALTORS® are licensed to use the marks and logo relating to their real estate business. “Real estate business” includes real estate brokerage, property management, real estate appraising, land development and building. See how much you really know about the REALTOR® marks and logo by taking this short quiz
The rules for proper use of the REALTOR® marks and logo apply to any and all
media. Whether the marks are used on signs or newspaper ads, letterhead or flyers, websites or e-mails, the rules remain the same. Members may only use the REALTOR® marks and logo in connection with their name and the real estate business to identify themselves as members of NAR. A short video
produced by NAR explains this very well.
The long and short of it; if you can replace the word “REALTOR®” with the word “member” and the meaning stays the same, you are using the mark correctly. The correct use of the term “REALTOR®” must always include the registered trademark (not copyright) symbol and be capitalized. The term “REALTOR®” means “member of the National Association of REALTORS®”. It is therefore, not appropriate to say that you are a “Professional REALTOR®”; an “Experienced REALTOR®”; or a “True Realtor” (sic) as this dilutes the power of the trademark and does not correctly distinguish you as a member of the National Association of REALTORS®. Similarly, writing “Jane Deerfield, Commercial REALTOR®” would not be correct. A correct way to write this would be “Jane Deerfield, REALTOR® - specializing in Commercial Real Estate.” Thus, if the word “member” cannot logically be substituted for the term “REALTOR®”, use a clarifying phrase instead.
can be found at www.nar.realtor
. GBAR members are encouraged to help educated their fellow REALTORS® in ensuring compliance with the guidelines described above. Questions, comments or complaints about improper use of the REALTOR® marks and logo can also be directed to the GBAR Brokerage Counseling Hotline at 617-399-7869.