It took decades for REALTORS® to earn the right to trademark their profession. To continue to benefit from this trademark asset and the recognition it carries, members must observe the rules of trademark use. If not, the significance of being an accredited professional could be challenged through trademark law, or simply lose its distinctness and credibility.
There are strict guidelines about the use of the REALTOR® trademark, and in August 2015, CREA refined those guidelines even further to make them easier to follow. CREA now permits two basic forms for the trademark; REALTOR® and Realtor. Which one you use, when, and where, depends on the rules. We have numbered those rules here to make them easier to follow, though they are not in any particular order.
Rule 1
REALTOR® must only be used to denote membership in CREA and not as another word for real estate agent, salesperson, broker, or other real estate professional.
Rule 2
When using the REALTOR® trademark the first time, it must be written in all capital letters followed by this registered trademark symbol, ®.
However…
Rule 3
If you’re using the term REALTOR® more than once in a written article, letter, website blog, etc. you only need to spell it in caps and include the ® symbol the first time. All subsequent uses of the word can be written as Realtor.
For example: ‘A REALTOR® was called in to assess the value of the property. After the Realtor completed the assessment, they put the property up for sale.’ This is correct usage.
However, there is more to the story.
Rule 4
You may use REALTOR® in slogans, firm, and team names. But REALTOR® may not be used in product names.
Acceptable: Your Neighbourhood REALTOR®
Not Acceptable: Download my ‘REALTOR® Connection App’
Rule 5
The REALTOR® trademark must never be distorted, hyphenated, abbreviated, altered, or expanded and REALTOR® logos must never be distorted, altered, or combined with other words or designs.
Not acceptable: VancouverREALTOR®, REALTORFIC, REALTOR-ASSISTANT, RLTOR, Non-REALTOR®
Rule 6
All uses of the REALTOR® trademark must, where possible, be accompanied by one of these accepted trademark statements.
- Not every real estate agent is a REALTOR®. Only REALTORS® are members of CREA.
- I’m more than a real estate agent. I’m a REALTOR®.
- What’s the difference between a real estate agent and a REALTOR®? Visit crea.ca/why to find out.
- REALTOR®. Member of The Canadian Real Estate Association and more.
- The trademarks REALTOR®, REALTORS®, and the REALTOR® logo are controlled by the Canadian Real Estate Association (CREA) and identify real estate professionals who are members of CREA.
Rule 7
Singular is written REALTOR® / Realtor. Plural is written REALTORS® / Realtors.
Rule 8
REALTOR® must be written in all caps if used with a modifier (for e.g., Vancouver, professional, your) or in a business name as shown here:
Acceptable: a REALTOR®, your REALTOR®, Vancouver REALTOR®, Professional REALTOR®
a REALTOR, your REALTOR, Vancouver REALTOR, Professional REALTOR
Not acceptable: Vancouver Realtor, Professional Realtor, Your Realtor
Rule 9
Internet uses.
- REALTOR® and REALTORS® may be used in domain names, email addresses, and social media usernames in conjunction with the name of a member, a firm name, or a team name.
- Used in domain names and email addresses, Realtor does not require capitalization or the trademark symbol.
- A trademark statement must be used at least once on a webpage.
The following are acceptable because the member, the firm, or team are identified.
Acceptable : www.johnsmith-REALTOR.com or johnsmithrealtor.com
johnsmithrealtor@gmail.com, smithteamrealtors.com
The following uses are NOT acceptable because the member, the firm, or team are not identified.
Not acceptable: www.torontorealtor.com, www.bestrealtorinvancouver.ca
Rule 10
In accordance with the Associated Press Style Book or the United Press International Style Book media outlets may display the REALTOR® marks by capitalizing only the “R,” and are not required to display the ® symbol.
For more information on CREA’s trademarks, visit their Trademarks and Logos page on REALTOR Link®.