Whether they’re experiencing a change in demographics or want to modernize, associations occasionally wish to change their name. Here’s how to do it.
"Hello, My Name Is" Card
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Q: Our association is discussing a potential name change. Is there a specific process we need to follow?

A: Yes, the National Association of REALTORS® has the Procedure for Approving Names of Associations that must be followed for an association name change or alternative business name (i.e., DBA) to be approved.

Four criteria are involved when an association is applying to NAR for approval of a new name. They are:

  1. Ensure that the REALTOR® trademark is used properly, and that the term REALTOR® or REALTORS® is used in the name. Any name (including non-geographic names) must convey the idea of an organization of members who have joined together to promote the professionalism of real estate practitioners in the community.
  2. Ensure that the name does not reflect adversely on the REALTOR® organization (e.g., use of a name that implies that membership is somehow restricted by race, religious beliefs or other classification).
  3. Consider objections raised by other associations that the name selected is deceptively similar to the objecting association's name. The term "deceptively similar" means that the name selected by an association is sufficiently similar to the name of an existing association so as to be misleading. For example, an association selecting the name “Greater Orange County Association of REALTORS®” might be considered “deceptively similar” if another association named Orange County Association of REALTORS® already exists.
  4. Consider objections raised by other associations that the name selected may be misleading in that it does not describe the current actual service area of the association with a reasonable degree of accuracy.

NAR’s policy and legal staff review applications to ensure compliance with criteria No. 1 and No. 2. For criteria No. 3 and No. 4, NAR sends notice of the proposed new name to all associations in the applicant association's state, and any associations in adjoining states whose boundaries physically touch the jurisdictional boundaries of the applicant association. Those associations have 60 days to object to the name based on criteria No. 3 and/or No. 4.

If any objections are received, the applicant association may choose to withdraw the application or proceed and attempt to reach an agreement with the objecting association through NAR-sponsored mediation. If mediation proves unsuccessful, the dispute will be resolved through a hearing panel consisting of members of NAR’s Membership Policy and Board Jurisdiction Committee. The hearing typically takes place at one of the semiannual NAR conferences.

As you can see, this process can be long, so a best practice might be to discuss any potential name change requests with neighboring associations before applying to NAR. That way, you can get a feel for whether a neighboring association has any issues with the proposed name and not be blindsided by an unexpected objection.

If and when you are ready to apply for a name change, visit Procedure for Approving Names of Associations for the application (accessible only to association executives and presidents), along with a checklist of necessary documentation and frequently asked questions. As always, the Member Policy team is happy to answer any questions you may have at NARPolicyQuestions@nar.realtor.