Realtors have extra time on their hands currently for marketing and advertising, what with the big slowdown in property gross sales, and it seems like some of them have gotten rusty on how to use the term “Real estate agent.”
I am looking at “realtor” used a ton even by Realtors. It need to be capitalized: Real estate agent. It is a trademark for a member of the Nationwide Affiliation of Realtors. The actual trademark is REALTOR®, with the symbol for registered trademark. It truly is like “Rolaids,” the antacid, which is a manufacturer, and a proper noun, and should really normally be capitalized.
Also, “Realtor” is not interchangeable with “real estate agent,” which signifies an individual certified by a condition to market actual estate for a dwelling, but who may well or may possibly not be a member of the Nationwide Affiliation of Realtors.
Some journalists want a refresher, much too. I noticed “real estate agent” — not capitalized — in an AP story the other working day.
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This is not to select nits. Misuse of a trademark in advertising and advertising and marketing can price tag you. The National Association of Realtors has fought to guard its trademark for years, lest it go the way of “Kleenex” for “tissue” and “Xerox” for “duplicate.” They have a full guide on it.
And, hey, I’m not ideal. I skipped two of 10 concerns on a Real estate agent trademark examination, and I have been crafting about Realtors and household income for 23 many years. One particular of the types I missed, I am heading to maintain missing for another 23 a long time, for the reason that it is personal, not organization. Or make that bidness.
So here’s a rerun of mine on how to pronounce “Real estate agent,” from 2017.
Improved check out how you say ‘Realtors,’ y’all
The Authentic-turrs have carried out long gone to meddlin’.
“Authentic-turr.” That is how I pronounce “Real estate agent.”
And I’m doin’ it incorrect, accordin’ to the National Association of Genuine-turrs — I mean “Realtors.”
How do you pronounce it?
I’ve heard it claimed four strategies:
“Authentic-turr.”
“Actual-TOR.”
“Genuine-a-turr.”
“True-a-TOR.”
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Those people final two? They are out. Arrive on. As a great deal as it prolly pains some of my fellow indigenous rurrrrl Okies, it is just two syllables, not three.
But I’m just not confident anybody has the proper to law enforcement dialect and vernacular — or DIE-leck and ver-NACK-you-lurr, fer that subject — to the stage of vowel sounds and diphthongs.
But the National Affiliation of Realtors tries.
“Real estate agent” is a trademark, not a basic old phrase. I get that. So, no issue in which it falls in a sentence, “Real estate agent” gets to be capitalized.
It does not command so considerably obeisance as to get all funds letters, like this: “Real estate agent,” although they try to sneak that into print all the time, together with the perky little registered trademark image, ®.
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And, as far as I’m involved, the trademark doedn’t get to convey to me to set apart my possess fashion of speakin’, nor even that of Realtors, that is, customers of the Nationwide Affiliation of Realtors and its point out and local associations.
Tiny Dixie Realtors, examine in. Have any of y’all down in southeastern Oklahoma ever got in trouble with the Realtor regulation in excess of how to pronounce the phrase? Contemplate this a neighborly inquiry. I grew up about 5 miles north, as the crow flies, in Sequoyah County.
Welp, here’s what has established me off. Buried deep in the Realtor Membership Marks Handbook — it is way extended and detailed — is this:
D. Announcing the Conditions REALTOR®, REALTORS® and Real estate agent-ASSOCIATE®
Irrespective of regional dialect and personalized, the phrase REALTOR® has but one pronunciation: REAL’ tor.
Members are inspired to cautiously educate new staff and salespeople, specifically receptionists, on the proper pronunciation of the phrase REALTOR®. Regular aural use is just as important as constant visible use to the preservation of the distinctive and recognizable character of the MARKS. Educate staff and salespeople to steer clear of makes use of these types of as:
“Excellent morning! John Doe, Serious-A-TORS.”
Or, “Fantastic early morning! John Doe, Authentic-I-TORS.”
Or, “Superior early morning! John Doe, RE-LA-TERS.”
Or, “Great morning! John Doe, RE-AL-TORS.”
Now, syllables are syllables, and there are just two in “Real estate agent,” though I reckon I might could make a situation for lettin’ the prime two slide for the sake of drawl.
But “TORS”? Lawsy! I (was) an ED-i-TOR all these decades and by no means knew it!
No, I’ (was) an edi-TURR. So, it could be that the Realtors intend “Real estate agent” to be pronounced “Genuine-turr” immediately after all. But it doedn’t search like it — and for the most aspect, all over right here, it doedn’t sound like it.
This is what truly sticks in my craw (and if they at any time decide to police regional use of idioms, I will go to marchin’ and spoutin’ off at 500 New Jersey Ave., NW, in Washington, D.C., Realtors HQ, in Resistol, boots and whole native garb):
Irrespective of neighborhood dialect and personalized, the time period REALTOR® has but 1 pronunciation: REAL’ tor.
“Irrespective of neighborhood dialect” — that just idn’t suitable.
Senior Business Author Richard Mize has coated housing, design, business true estate and connected subject areas for the newspaper and Oklahoman.com since 1999. Get in touch with him at [email protected]. Sign up for his weekly newsletter, Actual Estate with Richard Mize.