Can a real estate team use an alternate name for advertising?

Using an alternate name for advertising in real estate is permissible as long as it is approved by the principal broker. This requirement exists to ensure that all advertising remains compliant with state regulations and reflects the professional standards upheld by the brokerage. The principal broker is responsible for overseeing the business practices of the agents and ensuring that any advertising maintains integrity and clarity about who is representing the clients. This approval process also helps in managing brand consistency and legal compliance across the team’s promotional materials.

Without the principal broker's approval, an alternate name could lead to potential misunderstandings or conflicts regarding identity and responsibility in transactions, posing risks to the credibility of both the team and the brokerage.