Are you an "AGENT" or a "REALTOR® "and when can you say which?

There is more to this than you might think...  and it's not just silly hair splitting.

There is a lot of MISUSE that can get a Realtor in Hot Water with Local Boards and NAR to boot. 

The MAIN DIFFERENCE is that REALTOR® is a TRADEMARK indicating membership in the National Association of Realtors. 

We all know, hopefully, that one can be a "REAL ESTATE AGENT", meaning a duly licensed professional, without being a REALTOR®.  This happens when you do not join the local board (sometimes referred to as the MLS).  There are times when a licensed assistant such as a buyer agent or licensed office assistant may choose this status.  

As was recently pointed out to me, The word "AGENT" can be used to refer to a person or profession or occupation.  The word REALTOR cannot.    

You should no more say REALTOR when you mean AGENT, than you should say KLEENEX when you mean tissue. 

Here is the rub.  We ALL make these mistakes from time to time.  I know I can find INNUMERABLE incidents of misuse on most blogs, agent promo materials, and Realtor Web Sites (oops - there I go again - make that AGENT WEB SITES).   

I knew most all of this, and yet I managed to err in what is called the contextual usage - according to some recent email I received. 

This is to encourage all to be more careful how the word REALTOR® is used.

It might be common practice to write or say things like

• Toledo Realtor
• Realtor Coach
• Realtor Consultant
• You only need one Realtor

In each phrase or sentence above, the correct term is AGENT instead of REALTOR

I have made these mistakes and am willing to use my learning experience to serve the community.  I have received stern notices from my board and from NAR.  I will be more careful in the future, and will do my best to update the web sites, fliers, postcards, letters, drip email campaigns, etc. on next revision - as requested.

Other common mistakes I can find on most any agent web site or blog:

• Powerful Realtor
• Fastest Realtor
• Professional Realtor
• Ohio Realtor
• Realtor specializing in the Old West End
• Good Realtor (implies some are bad - which would be harmful to the image of the brand)
• Top Producing Realtor
• #1 Realtor
• Life Long Realtor
• Experienced Realtor
• Realtor, Broker, Consultant
• Upstate Area Realtor
• Realtor for First Time Buyers
• Relocation Realtor

These involve using the term with a descriptive or modifier, or as a word to describe occupation, which is also incorrect.

Now, if you find somebody in violation, for heaven's sake, send them a polite note and respectfully ask for change before you turn them in to somewhere or somebody.  You could even send them a copy of the NAR Manual on Trademark Usage... but that might bury them rather than help them.  Maybe you could send a link to this blog post to let them know of the general rules in a conversational tone?

If the violator won't change, you can report violations, for the good of the person and the industry, to the local board and to NAR. 

Disclaimer:  Violations of TRADEMARK usage of the term REALTOR are not "FEDERAL CASES" but are very important to the maintenance of the image of the brand, and NAR Legal Department says they want to know if the brand is being misused.

Now, I will be more careful in the future, and hope you will too. 

Gotta go... have some work to do... : )  

Coach