Building a Team Brand Under a Franchise Brokerage
Quick answer: Build a team brand you can keep. Choose a name and logo that stand on their own without the franchise’s marks, use the franchise logo exactly as its standards require, and put every account the brand lives on in the team’s name, with written agreements that say who owns what. Clients choose the agent: NAR found 43% of buyers found their agent through a referral. But listings, reviews, phone numbers and accounts can stay behind when a team moves unless you set them up right from the start.
On this page: What changed in 2026 · What the brands allow · State rules · Naming · Co-branding · If you move · Franchise fees · Checklist
What changed in 2026
The franchise world shifted this year:
- Compass completed its purchase of Anywhere Real Estate in January 2026. Its family now includes Coldwell Banker, Century 21, Sotheby’s International Realty, Corcoran, ERA, Better Homes and Gardens Real Estate and Christie’s International Real Estate.
- Real Brokerage completed its purchase of RE/MAX Holdings in August 2026. The combined company is Real REMAX Group.
- eXp World Holdings bought the NextHome franchise in May 2026 and now trades as AGNT.
- Some firms are leaving. Coldwell Banker Reliable, New York City’s largest Coldwell Banker franchise, went independent as MYNY in 2026, in part to stand apart from competitors now under the same owner.
- Independents are growing. RealTrends Verified found independent brokerages’ share of production rose to 28.79% in 2025 from 26.98%.
None of the new owners has published new team branding rules yet. The lesson for teams: the brand above you can change, so build a team brand that does not depend on it.
What the big brands allow
Brand standards change, and many are posted online by local offices rather than the franchisor. The table below reflects the versions we could find; get the current standards from your broker.
| Brand | What its standards say about team branding | Version we found |
|---|---|---|
| Keller Williams | Team logos may appear with the market center logo, which must be on all marketing. Domains, websites and social accounts may not use KW marks without written consent. | Associate advertising guidelines, 2017 |
| RE/MAX | Team names may not suggest a brokerage or use any variation of RE/MAX marks. Only offices may register RE/MAX domains, with approval. Social profiles must show the full office name. | Brand identity manual, 2026 |
| Coldwell Banker | The brokerage logo appears on all agent marketing. Agent and team logos must be smaller than it and stay outside its clear space. | Identity standards, 2024 |
| Sotheby’s International Realty | Sales associate logos may not be used with the company logo lock-up. Team names follow separate guidelines. | Sales associate guidelines, 2018 |
| Berkshire Hathaway HomeServices | No variance from the brand guidelines is permitted, and agent websites need the franchise disclaimer. | Brand book, undated |
| eXp Realty (not a franchise) | Teams may use their own name, logo and colors, with eXp’s brokerage identifier on every piece. | Brand toolkit, current |
The pattern: most brands allow a team identity, but the brokerage’s name and logo must appear, the team cannot look like its own brokerage, and the franchise’s marks stay out of team names, domains and handles.
The state rules still apply
Franchise standards sit on top of state license law. Many states require “team” or “group” in the name, set how large the brokerage name must be next to the team name, and ban words like “realty” or “brokerage” in team names. Florida, for example, does not allow the team name to appear larger than the brokerage name. Team Advertising and Naming Rules covers every state.
Name it so you can keep it
- Keep franchise marks out. No “KW,” “RE/MAX,” “CB” or similar in the team name, domain or social handles. It breaks most brand standards, and a domain built on someone else’s mark can be lost.
- Search before you fall in love. Check the U.S. Patent and Trademark Office’s trademark search and your state’s business records for similar names in real estate. A Denver commercial brokerage that launched in late 2019 had to rebrand in 2021 after a local company with a similar name sued over the trademark.
- Consider a federal trademark. Since January 18, 2025, the USPTO base application fee is $350 per class, and real estate services fall in Class 36. Check your brokerage agreement first, and get legal advice.
- Lock down the basics. Buy the domain, claim the social handles and set up the Google Business Profile in the team’s name on the same day.
Co-branding that works
- Lead with the team, credit the brokerage. Team logo first in your own channels, with the brokerage logo placed and sized as the franchise and state require.
- Keep the franchise logo untouched. No recoloring, stretching or combining it with your logo.
- Make a one-page team brand sheet. Logo versions, colors, fonts, the required brokerage line and three approved sample layouts.
- Get sign-off once. Have your broker approve the sheet and templates, then build everything from them. Brand Consistency Across Every Agent covers templates and rollout.
Budget for design: freelance logos commonly run a few hundred to about $2,000, and a full identity from an agency can run several thousand to $10,000 or more, based on designers’ published pricing.
What you keep if the team moves
| Asset | Who usually keeps it | What to do now |
|---|---|---|
| Listings and pending deals | The brokerage. Listing agreements are with the broker. | Plan for them to stay behind |
| Team name and logo | Depends on state law and your agreements. Maine treats a team name as the brokerage’s service mark. | Put ownership in the team agreement |
| Website and domain | Whoever registered them | Register in the team’s name |
| Google Business Profile | The primary owner, who can transfer ownership | Make the team leader the primary owner from day one |
| Zillow reviews | Tied to the agent and team profiles they were left on | Encourage reviews on profiles you control too |
| Phone numbers | Whoever holds the account | Keep the team’s main number on a team-owned account |
| CRM and contacts | Depends on the account owner and agreements | Keep the CRM account in the team’s name |
| Social accounts | Whoever created and controls them | Create them under the team’s business account |
Non-solicitation clauses matter too. In 2016, Douglas Elliman sued Compass and a departing executive, claiming a breach of an 18-month non-solicitation agreement after dozens of agents followed. The case settled in 2018. Read yours before you plan a move.
We found no reported court case over a team name after a team changed franchises. That is a reason to settle it in writing now, while everyone agrees.
What the franchise fees buy
Franchise brokerages typically pay royalties and marketing or brand fund fees. Keller Williams, for example, charges agents a 6% royalty capped at $3,000 a year. Those funds advertise the franchise name nationally, not your team.
That is the trade: the franchise brings brand recognition, training and systems, and your team brand carries the relationships. Make sure your own marketing budget builds the team name too. How to Build a Real Estate Team Marketing Budget covers how much to spend.
Setup checklist
- Get the current franchise brand standards and your state’s team rules.
- Choose a name with no franchise marks and the required words.
- Search the USPTO and state records, and talk to an attorney about a trademark.
- Register the domain, social handles and Google Business Profile in the team’s name.
- Design the logo and a one-page brand sheet, and get broker approval.
- Write the team agreement: who owns the name, logo, accounts, phone numbers and contacts, and what happens if a member leaves or the team moves.
- Build templates for signs, listings, social posts and email signatures.
- Review the brand sheet when your franchise or state rules change.
Why Agents Leave Brokerages and The Recruiting Funnel cover how a strong team brand helps you keep and attract agents.
Key takeaways
- Franchise ownership changed in 2026. Build a team brand that does not depend on the name above it.
- Most brands allow a team identity, with the brokerage name and logo shown as their standards require.
- Keep franchise marks out of team names, domains and handles.
- Register every account in the team’s name, and put ownership in writing.
- Franchise brand funds promote the franchise. Your budget builds the team.
Free templates: the Team Marketing Budget, 90-Day Marketing Plan and Brokerage Marketing Audit.
Sources
Show all 15 sources
- Real Estate News, Compass completes its acquisition of Anywhere (2026) and Real completes its acquisition of RE/MAX (2026)
- HousingWire, eXp acquires NextHome (2026) and Independent firms grow market share in 2026 RealTrends rankings
- The Real Deal, A top Coldwell Banker franchise goes independent (2026)
- National Association of Realtors, 2025 Profile of Home Buyers and Sellers
- Keller Williams, Associate advertising guidelines (2017) (posted by a third party)
- RE/MAX, Brand identity, trademark and graphic standards (2026) (posted by a third party)
- Coldwell Banker, Identity standards (2024) (posted by an affiliate)
- Sotheby’s International Realty, Sales associate guidelines (2018) (posted by a third party)
- eXp Realty, Brand toolkit
- Fish & Richardson, New USPTO trademark fees effective January 18, 2025
- BusinessDen, Commercial brokerage settles on new name after trademark spat (2021)
- Arizona Realtors, Pending transactions belong to the brokerage (2021)
- Google Business Profile Help, Transfer ownership of a profile
- The Real Deal, Elliman sues Steinberg and Compass (2016)
- Vet My Franchise, Is Keller Williams a franchise? Costs and model (2026) (a franchise research site)
Frequently asked questions
Can a real estate team have its own logo under a franchise?
Usually yes, within the franchise's brand standards. Keller Williams, Coldwell Banker and eXp guidelines allow team logos alongside the brokerage logo, with rules on size and placement. Sotheby's International Realty and Berkshire Hathaway HomeServices are stricter. Get the current standards from your broker before you design anything.
Can we use the franchise name in our team name or domain?
Avoid it. RE/MAX's brand manual bars any variation of its marks in team names, and Keller Williams' guidelines require written consent before its marks appear in domains or social handles. A team name that stands on its own is also easier to trademark and to keep if you move.
Who owns the team name if the team changes brokerages?
It depends on your state and your agreements. Maine treats a team name as the brokerage's service mark, and listings generally belong to the brokerage everywhere. Put ownership of the name, logo, website, domain, phone numbers and social accounts in writing before you build the brand.
Should we trademark our team name?
If you plan to invest in the name, consider it. A federal application costs $350 per class, and real estate services fall in Class 36. Search the USPTO database first, check your brokerage agreement, and get legal advice before filing.