Team Names, Advertising and Marketing

South Carolina Real Estate Commission Clarifies Standards for Team Names, Advertising and Marketing

Licensees may begin transitioning now, with full compliance required by May 15, 2027

The South Carolina Real Estate Commission has released important guidance addressing the use of real estate team names in advertising and marketing. The guidance is intended to answer questions about upcoming changes to S.C. Code § 40-57-360 and to give licensees, teams and brokerage firms adequate time to update their marketing materials.

PRAR encourages all members who participate in a real estate team—as well as brokers-in-charge who supervise teams—to review the guidance carefully and begin planning for the transition.

The Key Compliance Date: May 15, 2027

The current version of S.C. Code § 40-57-360 remains effective until May 15, 2027. On that date, the amended requirements governing team advertising and marketing will take effect.

Importantly, the Commission recognizes that teams and brokerage firms may need considerable time to revise signs, websites, social media accounts, printed materials and other marketing assets. The Commission has stated that advertising or marketing changes made before May 15, 2027, that comply with the new standards will not result in disciplinary action.

However, all team advertising and marketing in place on or after May 15, 2027, must comply with the amended law.

What the New Standards Require

Beginning May 15, 2027, team advertising and marketing must meet several specific requirements.

1. Include the full name of the brokerage firm

Every team advertisement or marketing communication must contain the full name of the real estate brokerage firm under which the team works.

This applies across advertising formats, including social media, billboards, flyers, websites, listing materials, handouts, giveaways and online content used for search engine, answer engine or generative engine optimization.

2. Clearly connect the team and its members to the brokerage

Team members must display and promote that they are directly connected to their supervising brokerage firm.

For example, when a team member shares a listing on social media, the post should clearly identify both the team and the brokerage—not simply the team name or the individual licensee.

3. Keep the team name proportionate to the brokerage name

The team name may not be more than twice the size, prominence or frequency of the full brokerage firm name.

This requirement involves more than font size. Placement, visual emphasis and the number of times each name appears may also affect compliance. A design may be problematic when the team name appears prominently at the top while the brokerage name appears in much smaller text at the bottom, or when the team name is repeated more often than the brokerage name.

4. Do not imply that the team is a separate brokerage

A team name and its advertising may not suggest that the team is an independent brokerage or separate business entity from the firm with which its members are licensed.

The Commission’s guidance uses a name such as “Smith Realty Company” as an example of a team name that could improperly imply that the team is a separate brokerage company.

5. Use the required team-name format

The amended statute requires team names to be presented using the following format:

[Team Name] Team at [Full Name of Real Estate Brokerage Firm]

The Commission’s example is:

Smith Team at ABC Real Estate Company

Because the statutory language places this format in quotation marks, the Commission advises licensees to follow it strictly whenever the team name is displayed.

6. Use appropriate leadership titles

Team leaders may not advertise themselves as the team’s “owner,” “CEO,” “president” or another similar title that could mislead the public about the team’s relationship with the brokerage firm.

The Commission advises that the title “Team Leader” may be used.

What PRAR Members Should Do Now

Although the mandatory compliance date is still ahead, teams should avoid waiting until the last minute. A thoughtful transition will help prevent rushed redesigns, unnecessary printing expenses and inconsistent branding.

PRAR recommends that members take the following steps:

1. Meet with your broker-in-charge. Brokers-in-charge are responsible for supervising teams and their licensed members. All changes should be coordinated with the brokerage’s written policies and approval procedures.
2. Create an inventory of current marketing materials. Review signs, flyers, websites, social media profiles, social posts, digital advertisements, listing presentations, handouts, giveaways and search-related marketing content.
3. Standardize the team-name format. Develop an approved version of the team name that includes the full brokerage name and can be used consistently across platforms.
4. Review size, placement and repetition. Confirm that the team name is not more than twice the size, prominence or frequency of the brokerage firm’s full name.
5. Review individual team-member advertising. The requirement to show the connection to the brokerage applies to team members’ promotional activity—not only to materials published through a central team account.
6. Update leadership titles. Replace titles such as “owner,” “CEO” or “president” with “Team Leader” where appropriate.
7. Plan for vendor and production timelines. Signs, printed materials, website redesigns and branded items may require advance notice, design approval and additional expense.

A Helpful Rule of Thumb

Consumers should be able to understand immediately that the team operates under and as part of the named brokerage firm.

The team identity may remain prominent, but it should never overshadow the brokerage connection or create the impression that the team is an independent real estate company.

Begin Preparing Today

The extended implementation period gives South Carolina real estate professionals an opportunity to make careful, cost-effective updates. Beginning the review process now will allow teams and brokerages to establish consistent standards, communicate expectations to every team member and complete necessary revisions well before May 15, 2027.

Members are encouraged to read the Commission’s full guidance document, discuss the requirements with their broker-in-charge and obtain legal advice when questions arise concerning a particular team name, advertisement or marketing campaign.

PRAR will continue sharing regulatory information and professional resources to help our members remain informed and prepared.

This article is provided for general educational purposes only and is not legal advice. The South Carolina Real Estate Commission’s guidance is a high-level overview and may not address every circumstance. Licensees should consult their broker-in-charge and, when appropriate, qualified legal counsel.