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Professional Standards Manual

Trading Services

2. Acting For Sellers

(k) Advertising Requirements - View Entire Section

(V) Team Names

If the Council approves a team name for a group of related licensees, real estate advertising may also identify the group by its team name (section 4-6 of the Rules); e.g. ‘‘The AV Team,’’ where ‘‘The AV Team’’ is neither the licensed brokerage nor a registered trade name. The name of the related brokerage must always be included in any form of team advertising.

The Council has developed and adopted the following general guidelines for team names.

TEAM NAME GUIDELINES

Approvals of team names are made on a case-by-case basis. The following guidelines are applied when considering team name requests:

  • A team name must convey to the public that a group of individuals from the same brokerage (which may include unlicensed assistants) is working as a team. Team names which include the words “Group,” “Team,” “Network,” or “Associates” help to make this clear.
  • To ensure the public is not misled or confused, a team name must not give the impression of being an incorporated company or brokerage. Team names such as “Joe Blogg and Company” or “Blogg Real Estate Services” will not be approved.
  • The terms “Realty” and “Real Estate” may not be used in a team name as they may give the impression of being a separately licensed brokerage. Exceptions to this are the use of the terms “Real Estate Team” or “Real Estate Group” at the end of a name. Examples: “The Bloggs Real Estate Team” or “The Bloggs Real Estate Group.”
  • No team name will be approved that may be confused with an existing brokerage.
  • No team name will be approved that is identical to an existing, approved team name.

You will be advised in writing of the Council’s decision regarding your team name request. Typically, team name decisions are made within a week to ten days of the Council’s receipt of the Team Name Request Form. Team name approvals are sent to the requesting licensee and copied to the managing broker.

Note: Licensees with the same surname who are engaged by the same brokerage (e.g., ‘‘the Bloggs’’) may advertise together as ‘‘the Bloggs.’’ Registration of the surname with the Council is not required.

 TEAM MEMBER GUIDELINES

  • A team must include at least two people, one of whom must be licensed.
  • All licensed team members must be licensed with the same brokerage.
  • A licensee can only be a member of one team at a time.
  • It is the obligation of the licensed team members to advise the Council, in writing, when any team member leaves the team or a new member joins. This requirement also applies when a team member transfers or surrenders their licence.

All licensed team members need to be aware that as individual licensees they have an obligation to comply with all of the provisions of the Real Estate Services Act, the Real Estate Services Regulation, Bylaws and Rules. The fact that one licensee member of the team may be the ‘‘lead’’ licensee of the team in no way diminishes the other team members’ legislated responsibilities and obligations.

TEAM ADVERTISING GUIDELINES

  • Teams may identify themselves by team name in advertisements, but the brokerage name must also be prominently displayed and must be easily readable in relation to the rest of the advertisement. Including the name of the brokerage at the bottom of a website or print advertisement, in small type, does not satisfy the requirements of section 4-6(2) of the Rules.
  • All advertising that includes the names of unlicensed team members must identify them as being unlicensed.