What did NAR have against Cathy the Candid Realtor? (agents, Realtors, standard)
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GEICO ran some commercials featuring a fictitious "Cathy the Candid Realtor" and the character was quickly changed to "Cathy the Candid Real Estate Agent".
Only thing I can think of is that NAR made them stop; that character is now completely absent from any online reference. (Does this mean this thread is doomed?)
Who hates Cathy the Candid Realtor enough to banish her from discourse entirely? And why?
You know darn well they wouldn't object if Cathy were as popular as Flo.
As I understand it, NAR has to protect their rights to "REALTOR®" or else the term becomes a sort of public domain expression. It doesn't really matter whether it was used in a positive or popular way. They have to enforce their rights or lose them.
It's because GEICO, their ad agency, and the general public don't know the difference between "realtor" and "real estate agent". The National Association of REALTORS is trying desperately to hang on the the trademark name of "Realtor®" despite the fact that popular usage still equates "realtor" to "real estate agent".
As I understand it, NAR has to protect their rights to "REALTOR®" or else the term becomes a sort of public domain expression. It doesn't really matter whether it was used in a positive or popular way. They have to enforce their rights or lose them.
At one point, my work email included the word "realtor." When I switched companies, my new office manager was quick to point out that my email address was technically illegal because of the copyright issue.
It's because GEICO, their ad agency, and the general public don't know the difference between "realtor" and "real estate agent". The National Association of REALTORS is trying desperately to hang on the the trademark name of "Realtor®" despite the fact that popular usage still equates "realtor" to "real estate agent".
You are correct that the general public does not know the difference between "Realtor" and "real estate agent" but I find a certain irony in this example.
One way it can be interpreted - and the way that my internal cynic interprets it - is that while NAR supposedly holds its member Realtors to high ethical standards, NAR comes across here as opposing candor and full disclosure when a Realtor is apparently not allowed to be candid, or a candid real estate agent can't be a Realtor.
You are correct that the general public does not know the difference between "Realtor" and "real estate agent" but I find a certain irony in this example.
One way it can be interpreted - and the way that my internal cynic interprets it - is that while NAR supposedly holds its member Realtors to high ethical standards, NAR comes across here as opposing candor and full disclosure when a Realtor is apparently not allowed to be candid, or a candid real estate agent can't be a Realtor.
That is a stretch in inference, for sure.
This is merely about protection of the registered mark. NAR and state associations do the same thing when agent/members misuse the mark.
In this instance, NAR comes across as smart in business, just as Nike might if you started selling your own "Nike shoes."
Or, as Warren Buffet's folks would, if you decided to market using "Candid GEICO Agents."
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