Prior to using an alternate or assumed name in advertising, what must a principal broker do?

The requirement for a principal broker to register an alternate or assumed name with the Kentucky Real Estate Commission (KREC) reflects the importance of maintaining transparency and accountability in real estate practices. This registration ensures that the KREC is aware of the names under which a brokerage operates, which helps maintain a clear record of business activities and protects consumers.

By registering the name, the broker also helps to prevent any confusion in the marketplace regarding the identity of the brokerage. This is vital for maintaining consumer trust and ensuring that clients are interacting with a licensed and legitimate business. Therefore, this step is not only a legal requirement but also a critical component of ethical business practices within the real estate industry.

While notifying clients, creating a marketing plan, or changing company branding may be important aspects of a business strategy, they do not fulfill the regulatory obligation that comes with using an alternate or assumed name, which is why registration with the KREC is essential.