Dreaming of becoming a real estate professional is common for many. Of course, some may still have another job while pursuing this career path. For those who are new and have just taken the first step—becoming a licensed real estate person—congratulations! Now what’s next? You’re looking to establish your name in the industry.
Among other things, one crucial step many consider is starting a website. Well then, what should you name it? This is a typical question for anyone who wants to own a website. However, in real estate, there are specific rules you must consider before choosing your domain name, especially if you’re planning to become a REALTOR®.
Understanding REALTOR® Trademark Fundamentals
Before diving into domain names, it’s essential to understand what makes a REALTOR® different from a licensed real estate agent. A REALTOR® is a licensed real estate agent who has joined the National Association of REALTORS® (NAR), the largest trade association in the U.S. This membership marks a distinction that comes with privileges—and responsibilities.
The REALTOR® term and its associated membership marks are federally registered trademarks owned by NAR. These marks aren’t just casual labels; they represent a commitment to NAR’s Code of Ethics and professional standards. When you use these marks, you’re signaling membership in an organization with 1.5 million+ members who uphold specific ethical guidelines.
Richard Uzelac, CEO of RealtyTech, Raises Awareness about NAR Domain Name Usage Rules
NAR has established clear guidelines in its Membership Marks Manual that govern how REALTOR® marks can be used in domain names. These rules apply regardless of media type, including your electronic presence on the internet.
The fundamental rules include:
First, the term REALTOR® in a domain name must refer to an actual NAR member or member firm. You cannot use it if you’re simply a licensed real estate agent without NAR membership.
Second, you cannot combine the REALTOR® term with descriptive words or phrases. This is where many new professionals make mistakes. Domain names like “Number1realtor.com,” “numberone-realtor.com,” “chicagorealtors.org,” or “realtorproperties.com” are all incorrect uses.
Third, there’s a special capitalization exception: while REALTOR® should typically appear in all capitals, the public has adopted lowercase for internet addresses. Therefore, for domain names and email addresses only, “realtor” in lowercase is acceptable.
Incorrect Domain Name Examples to Avoid
Understanding what NOT to do is just as important as knowing the correct usage. The REALTOR® term should never denote an occupation or business in your domain name.
Avoid combining possessive or descriptive words between your name and the membership mark. Examples of improper use include:
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- JaneDoeMyRealtor.com
- YourChicagoRealtorJohnDoe.com
- OurRealtorServices.com
These combinations suggest the term represents a general occupation rather than NAR membership, which dilutes the trademark’s significance and violates usage guidelines.
Proper Domain Name Formatting Guidelines
Now for the good news—there are correct ways to incorporate REALTOR® into your domain name and email address.
For domain names, you don’t need punctuation to separate the REALTOR® term from your name or firm name. Both “johndoe-realtor.com” and “johndoerealtor.com” are acceptable. Similarly, for email addresses, both “jdoerealtors@webnetservices.com” and “jdoe-realtors@webnetservices.com” comply with NAR guidelines.
The key is keeping it simple: your name or firm name directly connected to the term “realtor” without descriptive phrases in between.
REALTOR® Logo and Hypertext Link Restrictions
If you’re building a real estate website with IDX solutions (like those provided by RealtyTech), understanding the restrictions on using the REALTOR® block R logo is critical for brand compliance.
- The REALTOR® block R logo should not be used as hypertext links on your website, as this could suggest NAR endorsement of the linked site.
- The only exception? You may use the logo to link to NAR’s official website at nar.realtor or the official property listing site at realtor.com®. This protects both NAR’s brand integrity and ensures visitors understand which sites have official NAR backing.
- When using NAR-branded materials on your website, ensure you’re following marketing collateral guidelines available through your membership.
Membership Marks Manual Compliance
All these rules aren’t arbitrary—they’re detailed in NAR’s Membership Marks Manual, which provides comprehensive guidance on proper trademark usage. Adherence requirements apply across all media types, from traditional print to your electronic presence.
This compliance aligns with the broader Code of Ethics that all REALTORS® must follow. Your local Board of REALTORS® and state association can provide additional guidance specific to your region, as some areas may have supplementary rules.
Remember, joining NAR means committing to these professional standards. The Golden Rule principle embedded in NAR’s Code of Ethics extends to trademark usage—treat these marks with the same respect you’d want others to show your professional designation.
Consequences and Benefits of Proper Usage
Why does all this matter? Proper trademark usage offers significant marketing collateral advantages. When you use REALTOR® marks correctly, you demonstrate professionalism and attention to detail—qualities clients value in real estate transactions.
Correct usage also protects your NAR membership benefits, including MLS access, educational opportunities, and visibility in NAR’s searchable directory. Violations could jeopardize these advantages.
Most importantly, proper usage protects the integrity of the REALTOR® designation itself. This trademark distinguishes NAR members who commit to ethical standards from general licensed real estate agents. Maintaining this distinction benefits all 1.5 million+ members.
Moving Forward
As you establish your real estate business and electronic presence, take time to review the Membership Marks Manual thoroughly. Consult with your local Board of REALTORS® if you have questions about domain name choices. Getting it right from the start saves the hassle of rebranding later.
Your domain name is often a client’s first impression of your business. Make it count—and make it compliant.
