Key facts
- NAR is asking members to report misuse of the 'Realtor' brand.
- The association is using AI tools to identify trademark infringement.
- Many industry professionals believe NAR should prioritize other issues like commission lawsuits and MLS data integrity.
- Some members support the trademark protection efforts to prevent the term 'Realtor' from becoming generic.
The National Association of Realtors (NAR) is intensifying its efforts to protect the 'Realtor' trademark by asking its members to report instances of misuse. This initiative, presented at the association's midyear legislative meeting, involves a new Brand Infringement Intake Form and the use of AI tools to identify violations.
However, the move has been met with skepticism and criticism from many real estate professionals. Agents like Kathy Govoreau and Wendy Forsythe argue that NAR should be focusing on more pressing industry issues such as commission lawsuits, MLS data integrity, AI disruption in lead generation, and the ongoing affordability crisis for buyers. They question whether policing the use of the word 'Realtor' is the most effective use of the association's resources and member dues.
Amit Kulkarni echoed these sentiments, expressing bewilderment at NAR's focus on trademark hygiene while issues like MLS fragmentation and private listing governance remain unresolved. He suggested that elevating the Realtor brand would require raising industry entry standards rather than solely focusing on language correction.
Some professionals, however, support NAR's actions. Nick Nowak believes that active enforcement is crucial for maintaining the legal protection of the 'Realtor' trademark, comparing it to other brands that have become generic. Brian Phillips also expressed encouragement for NAR's proactive approach, noting that consistent enforcement could reduce confusion between 'Realtor' and 'real estate agent'.
NAR stated that protecting the trademark is a core responsibility and that the 'Realtor' brand is a valuable asset for its members, distinguishing them by their adherence to the Code of Ethics and Professional Standards.