Advertising: Real estate

Rules for using assumed names in advertising

If you have an assumed name license

You may use the assumed name in advertising, or use both the complete firm name and assumed name as licensed. You may not use only part of either the firm name or the assumed name. For example, if your firm is “Sunshine Realty, Inc.” and you have an assumed name license for “John’s Group,” you may advertise as “John’s Group,” or “Sunshine Realty, Inc., John’s Group,”, but not as “Sunshine John”s Group.”

If you don’t have an assumed name license

You may advertise a title, group, team, or brand name without getting an assumed name license if the advertisement always displays the firm’s licensed or assumed name clearly and conspicuously.

• The advertising must use color, contrast, size, or audibility to ensure the firm’s name is readily noticeable and understood.
• The recipient of the advertising must be able to clearly distinguish the licensed firm name from the name of the unlicensed group, team, or brand.
• The advertising can’t include wording that:
  • Suggests a legal entity separate from the real estate firm, such as “Inc.,” “LLC,” or “Corp.”
  • Is commonly understood to reference an entire firm or office, such as “realty,” “realtors,” “firm,” or “real estate.”
• Affiliated licensees who want to use an unlicensed title or brand must get advance written approval from their firm’s designated broker. This written permission should be available to our auditors or investigators upon request.