Using the REALTOR® Marks

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Using the REALTOR® Marks

Your use of the REALTOR® marks indicates to the public that you are a member of the National Association of REALTORS® (NAR). To protect the exclusiveness and integrity of these marks, you have an obligation under the Trademark Protection Program to notify the public of the marks' special meaning by your proper use of them. The marks are valuable assets, but will remain valuable only as long as they continue to distinguish members of NAR from non-members. You can find this information and more in NAR's Membership Marks Manual.

Form: Use all uppercase letters. Initial caps are acceptable only when the “®" symbol is used. The federal registration symbol should be adjacent to all marks in all advertisements, signs, business cards, letterheads, etc.

    Proper use: REALTOR®, REALTORS®, REALTOR®'S, REALTORS®'.

Content: Use the marks only when referring to a member of NAR. Do not use the marks interchangeably with “real estate broker” or “real estate agent.” The term REALTOR® does not denote vocation.

    Proper use: Local lawyers, real estate brokers, insurance agents and bankers attended the meeting. Rotarians, Masons, REALTORS®, and members of the Home Builders Association attended the meeting.

Usage: Use the marks in conjunction with, but not as a part of, an assumed business name or logo. Always separate the marks from your name or firm name with punctuation.

    Proper use: Blackacre, Inc., REALTORS®; John Jones, REALTORS®; Sally Brown and Company, REALTORS®; Green, Inc., REALTORS®.

In the body of written material, use the federal registration symbol with each mark, or at least with the first time each appears. Never use descriptive words or phrases to modify the marks, to differentiate among members, or to create the impression that a name or phrase refers to a sub-organization of REALTORS®.

    Improper use: Most Qualified REALTOR®, Professional REALTOR®, REALTORS® with integrity, The Family of REALTORS®, Texas REALTORS® (as the name of a firm).

Most news media will not use all caps or registration symbols in news or feature articles. Acceptable in news or feature articles: Realtor, Realtors. However, all advertisements should be submitted and printed with all caps and the registration symbol (REALTOR®).

Why NAR protects the REALTOR® trademark

Use of the REALTOR® Marks on the Internet

REALTORS® often want to use the REALTOR® marks as part of their domain name or address to distinguish themselves, but they must keep in mind that there are rules governing proper use of the REALTOR® marks that must be adhered to at all times regardless of the media used. Here is a brief list of the principle rules in the National Association's Membership Marks Manual affecting use of the REALTOR® marks in domain names:

  • The term REALTOR®, whether used as part of a domain name or in some other fashion must refer to a member or a member's firm.
  • The term REALTOR® may not be used with descriptive words or phrases. For example, Number1realtor.com, numberone-realtor.com, chicagorealtors.org or realtorproperties.com are all incorrect.
  • For use as a domain name or e-mail address on the Internet, the term REALTOR® does not need to be separated from the member's name or firm name with punctuation. For example, both johndoe-realtor.com and johndoerealtor.com would be correct uses of the term as a part of domain names and jdoe*realtors@webnetservices.com and jdoerealtors@webnetservices.com are both correct uses of the term as part of an e-mail address.
  • The REALTOR® block R logo should not be used as hypertext links at a web site as such uses can suggest an endorsement or recommendation of the linked site by your association. The only exception would be to establish a link to the National Association's website, realtor.com.

realtorlogo

The public has adopted the use of all lowercase letters when writing domain names, even those containing trademarks. Therefore, for purposes of domain names and Internet addresses only, there is an exception to the rule on capitalization of the term REALTOR® and it may appear in lowercase letters.

 

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