NAR Directs Members to Report Realtor Brand Misuse

The National Association of Realtors (NAR) is actively working to protect and elevate the "Realtor" brand as part of its three-year strategic plan. In late June, at its legislative meeting, NAR informed its members about updates to its Trademark Protection Program webpage and introduced a Brand Infringement Intake Form for reporting unauthorized uses of the Realtor brand. The association's goals for this program include preserving federal trademark registration, increasing brand goodwill, and maintaining the original intent of the marks.

NAR emphasized that members are obligated by the association's bylaws to cooperate in efforts to stop or prevent any unauthorized or improper use of the "Realtor" marks. If a misuse is identified, the infringing party must provide NAR with a written assurance of compliance with trademark guidelines. Failure to obtain this assurance or continued misuse may lead NAR to initiate legal action. This initiative aligns with NAR's 2025 Annual Report, which detailed the organization's use of AI tools to enhance brand protection by identifying trademark infringement earlier.

The strategic plan, adopted for 2026-2028, aims to position the Realtor brand as a symbol of expertise, integrity, and reliable service for consumers. To support this objective, NAR also restructured its legal team in 2025 to prioritize the protection and promotion of the brand. The association's commitment to safeguarding its intellectual property and brand integrity is a key focus for the coming years.