Defense of the R®

Correct Use, Importance & the REALTOR® Commitment

Presented by the PRAR Defense of the R® Committee · Aligned with the standards of the National Association of REALTORS® (NAR)

What Does the R® Stand For?

The R® is much more than a logo:

→It represents professional ethics, service and trust.
→It is the official registered trademark of REALTORS®.
→Only active members in good standing with their local Board, PRAR and NAR may use it.

PROFESSIONAL RESPONSIBILITYETHICAL COMMITMENT

In Puerto Rico, more than 85% of consumers recognize the R® as a seal of trust.

Source: NAR Consumer Perception Study

Real Estate Agent vs. REALTOR®

Real Estate Agent

→Licensed by the Puerto Rico Real Estate Examining Board (JECVEBR).
→May sell, rent or manage properties.

REALTOR®

→A licensed agent or broker who voluntarily commits to the NAR Code of Ethics.
→Has access to education, standards and additional protection.
→NOT every agent is a REALTOR®.

A license alone does not make you a REALTOR®. Membership, ethics and continuing education do.

Why the R® Matters in Puerto Rico

→Advocacy keeps the REALTOR® voice present where decisions are made.
→Raises the standard of the profession across the island.
→Promotes transparency and best practices.
→Sets apart professionals committed to ethics.
→Strengthens consumer confidence.
→Protects the value of the profession in a competitive market.
→Protects rights, expands access and builds prosperity.

Correct Use of the R® (per NAR)

→The word REALTOR® is always written in capital letters, with the ® symbol.
→It is never used as an adjective: ✗ “realtor agent” ✓ “I am a REALTOR®”
→It is never used to describe a company that is not a member.
→The R® in logos must follow NAR’s official guidelines.

✓ Where it can be used: email signature, uniform, website, authorized materials.
✗ Where it cannot be used: company names, personal titles, slogans.

How the R® Is Misused

Common Misuse in Puerto Rico

✗Social media profiles claiming to be a “Realtor” without paying annual dues and being active in the association.
✗Altered logos or incorrect colors.
✗Use of the R® by companies that are not REALTOR® members.
✗Confusing a real estate license with the registered REALTOR® trademark.

How NOT to Use the R®

✗Changing the logo.
✗Displaying it in your corporate colors.
✗Using the R® inside the name of a non-authorized company.
✗Calling yourself “Realtor” without being a member.
✗Mixing the R® with other logos.
✗Using R® in hashtags — #realtor does not imply membership.

Improper use of the brand may lead to sanctions or legal action from NAR.

The NAR Code of Ethics — Our Foundation

The Code of Ethics is what sets the profession apart in Puerto Rico. It prevents conflicts between colleagues and protects consumers. It rests on three pillars:

Duties to Clients

Honesty, loyalty and disclosure.

Duties to the Public

Non-discrimination, transparency and professional conduct.

Duties to Fellow REALTORS®

Cooperation, respect and fair practices.

Every REALTOR® must complete Code of Ethics training every 3 years per NAR (current cycle: 2025–2027).

Fair Housing

Every REALTOR® in Puerto Rico must:

✓Protect every person’s right to buy, sell or rent without discrimination.
✓Avoid “steering” (guiding clients toward or away from neighborhoods).
✓Avoid comments about schools, safety or population profiles.
✓Guide clients with official resources instead of personal opinions.

Common violations:

✗“This neighborhood is quiet / safe.”
✗“People of a certain profile live here.”

Fair Housing applies fully in Puerto Rico, even though our local legislation is different.

What Does the Defense of the R® Protect?

→The reputation of the entire industry.
→Consumer trust.
→National consistency as part of NAR.
→The value of being a member.
→Integrity in transactions in Puerto Rico.
→The value of the real estate market, by promoting uniform professional practices.

Defending the R® Protects Your Career

Being a REALTOR® represents:

→National and international recognition.
→Immediate credibility with consumers.
→Access to exclusive education and resources.
→Standards that elevate your business.
→An organized community with a strong presence in Puerto Rico.

Consumers prefer working with REALTORS® over non-members by 54% (NAR Research)

Your reputation is your business. The R® protects it.

What Can Every REALTOR® Do, Starting Today?

✓Update your profiles and materials with the correct R® — social media (Instagram, Facebook, LinkedIn) and printed materials.
✓Report misuse or abuse of the brand.
✓Take Code of Ethics and Fair Housing courses.
✓Be an ambassador of professionalism on the island.
✓Volunteer with your local board, PRAR and NAR.

To report misuse of the brand and/or logo, email the evidence to querellas@puertoricorealtor.org.

The Defense of the R® Committee

Compliance and protection of the REALTOR® brand in Puerto Rico.

Pedro Faberllé · Xiomara Rivera · Evelyn Osorio · Kristina Fábregas

The Role of PRAR

The Puerto Rico Association of REALTORS® ensures:

✓Continuing education.
✓Correct use of the REALTOR® brand.
✓Legal and regulatory resources.
✓Communication guidelines and standardization.
✓Protection against improper or misleading uses.

PRAR monitors use of the brand across social media, websites and promotional materials.

Available Resources

→NAR Trademark Manual & Logo Guidelines
→Official guide to the correct use of the R® for Puerto Rico (PDF)
→NAR — www.nar.realtor
→PRAR — puertoricorealtor.org
→In-person orientation at our office.

Defending the R® Is Defending Our Profession.

Puerto Rico deserves committed, informed and united REALTORS®. If you see the R® being used incorrectly, contact us — protection starts with you.

querellas@puertoricorealtor.org · 787-791-8555 · puertoricorealtor.org

REALTOR® Login

Real Estate Topics

Member Value & Benefits

ADVOCACY

Boosting your career

Upcoming Events

STELLAR MLS PUERTO RICO

WHO WE R