KAR 11:105 Advertising- Use of Alternate or Assumed Names

Section 4. Use of Alternate or Assumed Names.

(1) More than one (1) licensee, whether a team, group, other business arrangement, or real estate brokerage company, may collectively use an alternate or assumed name for advertising with the written approval of the principal broker.

(2) Prior to allowing the use of an alternate or assumed name in advertising, a principal broker shall:
(a) Register, or ensure the registration of, the alternate or assumed name with the commission; and
(b) Ensure that the alternate or assumed name is populated in the principal broker’s or affiliated licensee’s online services portal.

(3) An alternate or assumed name shall not:
(a) Contain terms that may lead the public to believe the licensee or licensees approved to use the alternate or assumed name is offering real estate brokerage services independent of the principal broker, unless the alternate or assumed name is for the real estate brokerage company; or
(b) Be used by more than one (1) group of licensees within the principal broker’s brokerage company, unless the alternate or assumed name is for the real estate brokerage company.

(4) An alternate or assumed name may include reference to a name or person, if the name or person has not lost the ability to engage in real estate brokerage through administrative discipline or by operation of law.

(5) If the alternate or assumed name applies to a team or group, the alternate or assumed name shall end with the word “team” or “group.”

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