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FACTS:

Several licensees in an office want to create a “team” and market their services as such. The team would like to include the word “Realty” in their team name (e.g., “The Home Realty Team”).

ISSUE:

Can the team use the word “Realty” in their team name?

ANSWER:

See Discussion.

DISCUSSION:

The ADRE is clear that team names must not create the impression that the team is an independent entity or separate from the employing broker. A.A.C. R4-28-502(C) provides:

“A salesperson or broker shall ensure that all advertising contains accurate claims and representations, and fully states factual material relating to the information advertised. A salesperson or broker shall not misrepresent the facts or create misleading impressions.”

Thus, the use of the words “Associates,” or “Realty” should be avoided because they create the impression of a brokerage, rather than a team and are typically not acceptable to the ADRE.