“REALTOR®” has one meaning only—member of the National Association of REALTORS®. For more than 100 years, the trademark has differentiated members from nonmember real estate professionals.
When agents call themselves a REALTOR®, they signal to consumers two key benefits they bring to the transaction: their commitment to NAR’s strict Code of Ethics and their access to NAR’s many proprietary tools, data and educational resources.
The right to use the REALTOR® marks is one of NAR’s most valuable member benefits and association assets, and NAR’s trademark rules are designed to safeguard the brand for generations to come. Proper use reinforces the meaning of the trademark, encourages others to comply with the trademark rules and demonstrates how the REALTOR® brand may be successfully leveraged. Incorrect uses, on the other hand, can mislead people about the meaning of the brand, weakening NAR’s ability to protect the REALTOR® marks.
To help associations promote correct usage, NAR is soon launching a new trademark education video series. Each video will be just two minutes or less and delivers clear and concise information. These videos can be used in a variety of ways, and we strongly recommend incorporating them into member orientation and staff onboarding. Providing members with this information right from the start will help them immediately leverage the brand properly. Equipping staffers with this knowledge ensures they can support the association and guide members in using the marks correctly.
What the Videos Will Cover
Each video will tackle a key aspect of proper trademark use:
1. NAR’s core trademark rules: Covers the fundamentals of NAR’s trademark rules, specifically proper formatting, no descriptive wording, and proper contextual use. These rules are the foundation for protecting the REALTOR® marks.
2. Proper contextual use: Explains how a direct reference to association membership must be included in the same sentence or phrase when the REALTOR® marks are used, which conveys that “REALTOR®” refers to membership in NAR and not the broader real estate profession.
3. Members' license to use the marks: Outlines the license that members receive, including how they may use the marks with their personal name or real estate firm name.
4. Formatting the REALTOR® logo: Emphasizes the importance of formatting the REALTOR® logo properly, which strengthens brand recognition for the design.
5. The association's role in protecting the REALTOR® brand: Highlights the responsibility under NAR’s bylaws for associations to help protect and promote the REALTOR® brand by modeling proper use of the marks, educating members about NAR’s trademark rules and enforcing against misuses.
Why the Trademark Rules Matter
Ensuring proper use of the REALTOR® marks preserves the value they bring to the entire REALTOR® family. Trademark owners are legally obligated to ensure their trademarks are used properly. If a trademark owner fails to police use of its trademarks, the protection afforded to it under federal law may be lost forever. For example, the words “escalator” and “aspirin” were once valuable brands, but these terms are no longer trademarks because their owners did not adequately protect them.
If you have any questions about the REALTOR® marks, please do not hesitate to contact NAR Legal Affairs at trademark@nar.realtor.