Because the REALTOR® name represents the reputation of the entire profession, it’s important that members use it consistently and correctly.
The three rules to remember
1. The golden rule: The certification marks must always be displayed in a manner that enforces their distinctiveness as certification marks and emphasizes that they are not generic or descriptive words. This involves ensuring that each use of the certification marks complies with two other rules: the Context Rule and the Form Rule.
2. The form rule: The mark must be displayed in exactly the form required by its registration, or by CREA’s by-laws, rules or policies. Do not alter, abbreviate, hyphenate or change the word.
Publications
• First use: Always write REALTOR® or REALTORS® in all capital letters in the first use in any publication and include the ® symbol.
• Subsequent use: Subsequent displays of the marks in the same publication may capitalize only the “R” and do not need to include the ® symbol.
Acceptable forms for subsequent use include: Realtor, Realtors, Realtor®, Realtors®
Modifiers and business names
REALTOR® or REALTORS® must always be written in all capital letters when used with a modifier or as part of a business name. Including the ® is recommended.
Examples
Modifier: a REALTOR®, your REALTOR®, Calgary REALTOR®, Professional REALTOR®
Business name: ABC REALTORS® Inc., John Smith REALTOR® Ltd
Domain names and email addresses
Domain names and email addresses may use realtor without capitalization or the ® symbol when combined with a member’s name, team or brokerage. Modifiers may be included, but the term cannot be used alone.
A trademark statement must appear at least once on the related website.
All business and promotional materials that display REALTOR® marks must also include, where possible, one of the approved trademark statements outlined in CREA’s Trademark Policy. These statements help the public understand the value and distinction of the REALTOR® designation.
Example: Not every real estate agent is a REALTOR®. Only REALTORS® are members of CREA.
Punctuation separating the word “REALTOR” from surrounding text is preferred but not required.
Preferred: www.johnsmith-REALTOR.com, johnsmith-REALTOR@remax.com
Acceptable: johnsmithrealtor@gmail.com
Incorrect: www.calgaryrealtor.com
Note: While “Calgary REALTOR®” is correct form for publications, the domain name above is not. Modifiers may be added to domain names or email addresses but cannot be used alone without a member’s name, firm name, or team name.
Team names
Members must apply to CREA for approval before using REALTOR® or REALTORS® in a team or firm name and must enter into a licensing agreement with CREA for this use. All names must comply with CREA’s form rule.
Social media
In social media posts, always write REALTOR® in all capital letters and include the ® symbol.
• Hashtags do not require the symbol (e.g., #REALTOR).
3. The context rule: Use REALTOR® only to refer to CREA membership and professional services.
• Do not use the term as a generic description (e.g., “looking for a realtor”).
• Do not use REALTOR® in product names, service names or app titles.
Why it matters
The REALTOR® mark is a valuable industry asset built through decades of investment and earned public trust. Consistent use protects their distinctiveness and ensures they continue to signal professionalism and quality to consumers.
Trademark protection is a shared responsibility. By using the REALTOR® name correctly, members help protect the reputation of the profession and the value of the designation they’ve earned.
More information
For guidance and examples, visit CREA’s trademarks and logos page or review the following resources:
1. CREA Trademark Manual
2. CREA’s Trademark Policy
3. CREA Trademark Toolkit
{ 0 comments…}