Why You Need To Use The REALTOR Logo Properly
The National Association of REALTORS® owns many trademarks including the terms REALTOR®, REALTOR-ASSOCIATE®, REALTORS®, and the REALTOR® Logo. As a member of the National Association of REALTORS®, you are allowed to use the trademarks to promote yourself and your business. Using the REALTOR® trademark conveys to people that you are committed to ethical practices and hold high standards. Here are some important tips to keep in mind when using the REALTOR® trademark.
One very important rule to remember when using the marks is that they cannot be used next to descriptive words or phrases. Many people forget that the term REALTOR® is synonymous with the word member. NAR strives for its members to understand that calling yourself a “professional REALTOR®”, for example, is not the correct use of the trademark because essentially you are referring to yourself as a professional member. When using a descriptive word with the REALTOR® trademark it doesn’t distinguish that a person is a NAR member, rather it refers to a type of service or business, which is not what the trademark is meant to represent. The trademarks can be properly used by stating your name or business followed by the REALTOR® trademark. It is important to note that the same rules for the REALTOR® trademark apply on the internet, especially social media. When online, be sure that you’re using the marks only to indicate your membership status with the National Association of REALTORS®.
Another significant detail about using the REALTOR® mark is that many publications will not use full capitals or a federal registration symbol in news releases. The reason for this is many writing styles like the Associated Press (APA) and United Press International (UPI) do not acknowledge the need for it. Members of NAR are allowed to follow the writing styles of UPI and APA when using the trademarks in news releases.
Using the REALTOR® trademarks properly is instrumental in preserving and protecting the meaning of the trademarks. Protecting the trademark ensures that the term REALTOR® does not become generic and guarantees that REALTORS® are held to a higher standard in the real estate community. Be sure that you are using the trademarks to correctly promote yourself and your business. You can read the full list of guidelines at realtor.com.