Proper Use of Term "REALTOR®"
 
REALTOR® is a federally registered collective membership mark which identifies a real estate professional who is a member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics. The terms REALTOR®, REALTORS® and the REALTOR® logo are collective membership marks that serve to identify Members of the National Association and distinguishes them from nonmembers. Members are licensed by the National Association to use one or more of the MARKS in connection with or in reference to themselves and their real estate businesses.

The MARKS are specifically intended for use by Members and Member Boards and a comprehensive licensing plan has been established to permit and encourage such use. Those individuals who hold REALTOR® membership in a Member Board are licensed to use one or more of the MARKS in connection with their real estate business. Which mark or marks are licensed is dependent upon the category of membership held by the Member.

REALTOR® Members are licensed to use the following MARKS:

REALTOR® REALTORS®

The guidelines and policies concerning context of use are designed to assist the public in recognizing that the term REALTOR® has the following meaning or definition:

REALTOR® - A registered collective membership mark, which identifies a real estate professional who, is a Member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict code of Ethics.

Compliance with this context of use limitation is simply determined in the case of written or visible use of the MARKS by substituting the work "member" for the term "REALTOR®." If the meaning or intended message is unchanged and not compromised by such substitutions, the term REALTOR® is appropriately used. If not, the term REALTOR® should be replaced by another phrase such as "real estate broker," "real estate agent," "appraiser," "property manager," or other words, as may be appropriate.

The likely intent of such notices is to advise would-be customers that the services offered include real estate brokerage. Even if the intent is to indicate membership, there is also a possibility that such usage may cause the public to again view the term REALTORS® inaccurately as a substitute for "real estate agent," rather than an indicator of membership. Thus, use of the term REALTOR® is inappropriate.

Information provided by the Membership Marks Manual from the NATIONAL ASSOCIATION OF REALTORS®.