Key facts
- The National Association of Realtors (NAR) is asking members to report misuse of the "Realtor" brand.
- NAR is updating its Trademark Protection Program and Brand Infringement Intake Form.
- Members are required by bylaws to cooperate with NAR in preventing unauthorized trademark use.
- NAR is using AI tools to identify trademark infringements earlier.
- The association aims to position the Realtor brand as a symbol of expertise and integrity.
The National Association of Realtors (NAR) is actively working to protect and enhance the value of its "Realtor" brand as part of its strategic plan. At a recent legislative meeting, NAR informed its members about updates to its Trademark Protection Program, including directing them to a Brand Infringement Intake Form for reporting unauthorized uses of the Realtor mark. The association's goals include preserving federal trademark registration and maintaining the original meaning of the marks.
According to NAR, members are obligated by bylaws to cooperate in preventing improper use of the trademarks. If a misuse is identified, the offending party must provide written assurance of compliance. Failure to comply or continued misuse may lead to legal action by NAR. The association also highlighted its use of AI tools to strengthen brand protection by identifying infringements earlier.
NAR's 2025 Annual Report detailed efforts to position the Realtor brand as a trusted symbol for consumers. This includes restructuring its legal team to focus on brand and trademark protection, developing a seven-stage strategy that encompasses intellectual property review and enforcement roadmaps. Additionally, NAR has released educational resources, such as a trademark video series and a toolkit for associations and members, to promote correct usage of the trademark.