Marketing Monday Part 3: The Who?

The MARKS The NATIONAL ASSOCIATION OF REALTORS® (NAR) is the proud owner of numerous trademarks including the terms REALTOR®, REALTOR-ASSOCIATE®, REALTORS®, and the REALTOR® Logo (referred to collectively as the “MARKS”). Members and Member Boards of NAR receive a limited license to use the MARKS in connection with their real estate business or REALTOR® association.

Definition of REALTOR® The term REALTOR® has one, and only one, meaning:

REALTOR® is a federally registered collective membership mark which identifies a real estate professional who is member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics.

The single most important rule governing the MARK is that it may only be used to convey this meaning, and never used to convey another meaning.There is only one way to properly pronounce the term REALTOR®: REAL- tor (rē´al-tôr´). Members are encouraged to carefully train new employees and licensees on the proper pronunciation of the term REALTOR®. Consistent aural use is just as important as consistent visual use to the preservation of the distinctive and recognizable character of the MARKS.

The Membership Limitation

  • The MARKS are specifically intended for use by members and Member Boards in connection with their real estate business or REALTOR® association programs, products, and services. Upon joining NAR, members and Member Boards are granted a limited, nonexclusive, nontransferable license to use the MARKS pursuant to the rules set forth in this Manual.

  • REALTOR® members are authorized to use the terms REALTOR® and REALTORS® and the REALTOR® logo.

  • A non-member is never authorized to use the REALTOR® marks or logo in connection with his or her name.

  • A member's license to use the MARKS terminates automatically in the event that for any reason, such individual ceases to be a REALTOR® or REALTOR-ASSOCIATE® member in good standing of a Member Board

  • Because this limitation requires continuing membership as a condition to use the MARKS, members are not authorized to adopt usages which cannot be readily changed in the event membership ceases. For example, members should exercise forethought before using the MARKS on unalterable business signs, in domain names, or phone numbers which correspond to the letters spelling the term REALTOR®

  • REALTOR® and REALTOR-ASSOCIATE® can be used with your name or your firm’s name to identify you as a member.

  • Use of the term REALTOR® as part of the corporate name or business name of any member is prohibited.

  • The terms REALTOR® and REALTORS® may be used in connection with, but not as part of, a corporate or business name provided such terms are separated from the business name by appropriate symbols or punctuation. Separating punctuation should be used even when the term appears on a separate line immediately below the firm name. The same rule applies to use of the MARKS in connection with a member’s name.

I'll go into this a bit deeper later in the series. If you want to read up now click here.

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