Confused About Using the Term REALTOR®?

Are you confused on the proper use of the term Realtor® when marketing you or your website?  I was.  So, I called the National Association of REALTORS® to get some clarification.  I talked to a wonderful person at NAR by the name of Mary Newell in the Trademark Department.  Here are some of the things I learned.

The two main factors when trying to determine when and how to use REALTOR®, REALTOR-ASSOCIATE®, or REALTORS® in the simplest terms is:

    * How will the public interpret it?
    * Does it denote membership?

Now for a little more detail, continue on...

REALTOR®, REALTOR-ASSOCIATE® and REALTORS®

1. These terms are meant to distinguish Members of the National Association of REALTORS® from non-members.

2. These terms are restricted to Members who practice in the real estate business.  A real estate business is defined as real estate brokerage, land development and building, property management, real estate counseling and real estate appraising.

3. These terms are meant to inform the public when the real estate practitioner is a Member (in good standing) of the National Association of REALTORS® and that said member adheres to the highest professional standards and a strict Code of Ethics.

Proper Usage of REALTOR®, REALTOR-ASSOCIATE® and REALTORS®:

1. The terms must convey to the public that the real estate practitioner is a Member of the National Association.

2. The terms are to be used solely, to identify a real estate practitioner as a Member of the National Association of REALTORS®.

3. A Member may use any of the terms in connection with the name of his business, even when the other services offered by the real estate practitioner do not fall under the guidelines of real estate business.

4. The term "REALTOR®" does not refer to your profession.

How To Test For Proper Usage REALTOR®, REALTOR-ASSOCIATE® and REALTORS®:

* Simply remember that the word "REALTOR®" is meant to convey membership in the National Association of REALTORS®.

* If the word "member" can substitute for the word "REALTOR®", you have used the term correctly.

* If the meaning is changed in any way that does not convey membership, then the term "REALTOR®" has not been used correctly.

·  Example: "Jane Doe is a lawyer and REALTOR®.  This is incorrect usage, as REALTOR® does not convey membership to the public, but is being incorrectly referred to as a profession.

Proper Form of REALTOR®, REALTOR-ASSOCIATE® and REALTORS®:

*  Capitalize every letter of the term used.

*  Whenever necessary, use boldface print or italicize the term.

*  The omission of the "®" registration mark is permitted when the use of the registration mark is not possible.

*  Use separating punctuation whenever possible.

·  Example of the NAR preferred type: REALTOR®, REALTOR-ASSOCIATE® or REALTORS®.
·  Example of separating punctuation: Jane Doe, REALTOR® or Jane Doe and Team, REALTOR® or Jane Doe and Company, Lawyer and Real Estate Broker.

Proper Usage on the Internet:

* Never use the terms REALTOR®, REALTOR-ASSOCIATE® or REALTORS® as part of your domain name or URLs which point to your website pages.

·  The terms REALTOR®, REALTOR-ASSOCIATE® and REALTORS® may only be used to designate membership in the National Association and may only be used in this fashion.

* The terms REALTOR®, REALTOR-ASSOCIATE® or REALTORS® cannot be used as part of a phrase, such as I am the #1 Realtor in Anytown, USA.

* The terms REALTOR®, REALTOR-ASSOCIATE® or REALTORS® do not have to be separated by punctuation in an email address, nor is it required to be capitalized.

* Never hyper-link the Block "R" logo unless you are linking to Realtor.com.

This blog was not intended to answer all your questions.  So, if you are still a little confused, you may want to click here to access the Membership Marks Manual.  Or, you can give Mary Newell in the Trademark Department of the National Association of REALTORS® a call.  I found her to be a great assistance in understanding the proper use of REALTOR®, REALTOR-ASSOCIATE® and REALTORS® on the Internet.