Real estate businesses that perform badly in the industry do so because they generally have an underperforming brand. One way this reveals itself is through the sheer number of hollow names that have flooded the market recently, and trust us, those names hardly cut it when it comes to engaging customers.

Why is branding necessary? Understand that your competitors aren’t sleeping either; they’ve seen what the market needs and have come up with creative ways to use it to their advantage. The best names support business success while the worst names help you fail!

Getting a name for your business isn’t the end of setting up your business; neither should it be done in isolation. So take the next step and build your brand.

To succeed in naming your real estate company you need to have a firm understanding of what works, what doesn’t and what you should steer clear of. For one, the brand name you choose for your company must be unique because if it isn’t you might risk confusing potential customers, and that’s bad for business.

Make sure it:

  • Has an online presence. This will be in the form of an available (.com) domain and social media handles.
  • Can be spelled and pronounced easily. No tongue-twister-business-name allowed. Don’t hurt your advertisement potential.
  • Ensure it communicates the right emotions with your customers.
  • And like singer Jon Bellion said: Just keep it simple and sweet.

If things get complicated, whether it’s with naming your business or branding in general, then the next thing to do would be to get help from trusted real estate business name generators, or brand experts. Because, just like you guessed, the competition is strong and demands that you respond quickly and accurately.

Then, test! Test! Test! The goal here is accuracy. You need to be certain that every decision you’ve made along the way would yield the kind of result you want. So test everything. Begin with your brand’s name, logo, tone and value. Understand what your customers think. Do they like it? Just by hearing its name, what do they expect from your brand? What areas do they think you should improve?

Getting feedback might be what saves you from making a disastrous mistake that could put your business at risk.

The success of your real estate venture hinges on its name, and the best way to secure this success is to make sure that your ideal name doesn’t violate any trademark law. Save your business from the stress of battling with damaging court orders.


  1. From the date I left my love affair with a Canadian big brand name, thinking I would never leave the high-end name brand back in February 1991, within three weeks my first ad was in the newspapers. My then called “Statutory Trust Account” and general Accounts were open for business and promptly several listings were entered into our MLS system. It seemed like it happened overnight. But what had happened had to have happened by divine intervention. It had to have been because I wasn’t smart enough to know what I had done.

    I had left with no place to go. It had been coming for a long time but I had fought leaving even so the stress level had become nearly impossible. The giant high-end company from a corporate name brand perspective and I were a marriage made in heaven and a divorce was not in my brand plan. A giant about face military term. Standing in place. You can’t trade in real estate when your feet are not firmly planted at a brokerage. And I was indeed firmly planted. I was the company. Suddenly I wasn’t attached to “the brand.” I had not planned on leaving my brand identifier.

    I made an impromptu decision. I would go it alone. Hang out a shingle so to speak. WHAT had I done? No one knew I was leaving because I didn’t know I was leaving. For all the talking I do, I’m actually a very private person and I highly respected my client business and their privacy. Always.

    So what to call my company. Hired a lawyer to incorporate in a whole big hurry. I had applied for three names as required by the ministry. All were rejected as already in use in one form or another. What now! I had no brand. I was just me, myself, and I. I had forever been recruited by various competitors, but I had said thanks but no thanks. I was very brand-sensitive where I was. The brand and I was an impactful marriage. Their signs meant something. Even more with my name rider on. The combination, to the public, meant “production.” As in done-deal. Sign up, sign down; next. I never really had realized just how successful I was, compared to others (because I never compared myself to others; I was too busy and didn’t care).

    Back to what to call my corporation, my brokerage??? I played the name-registration game a couple more times. Names rejected. Hard to believe. But I needed Wagner signs to deliver powder coated strong white heavy sign frames. Pronto. And I needed coroplast signs in a whole big hurry. But, mercy! What name to put on the signs? And I needed a professional artist to create a logo.
    Fortunately I knew a pro. But I couldn’t give him a starting place – a Corp “name.” So as I wiggled through the mounds of set-up paperwork, I just kept doodling “my” own name. Using crayon pencils. I needed brokerage stationery, business cards and some promo newsletters base etcetera. All had to be designed. But first I needed a name. More doodles. With no brokerage name to register, I just doodled my own first name. So a lightbulb went on. Hey! Wait a minute. MY name was known as having been a Corp brand producer. Could my first name only, be register-able? Lawyer said that’s not likely going to get approved. You likely would have to add your surname. “Let’s try,” I said. I had remembered a convention held by American “Michael Properties.” First name only. It clearly had worked for him. And although I hadn’t followed her career, there was the one-word powerhouse: Oprah! Not that I was in her league by any stretch of the imagination; it was the concept that was intriguing. It worked for her. Would it work for me? (Later when the Net appeared in 1997, I bought my own first name dot com.) And THAT launched a new branding adventure.

    “Carolyne” was accepted at registration. Only two weeks had passed. I had my lease location contract in hand, switchboard setup and operating, leaseholds being done, signs designed and delivered, high quality paper choice for my personal corporation stationery arrived printed in “purple.” (WHAT?) 100% magenta had been ordered. Scrap that!

    But suddenly I could list, list, list. Signs started popping up all over town: Rose and Teal; (an unheard of colour combo in the real estate world in 1991: several years later I added my bright clear yellow star) even in the outer edges of my existing years’-old farm areas. I had designed everything myself, doodling; but took my doodles to a pro to produce my official (first name)logo.

    Gotta write ads and newsletters. Hup, 2,3,4. I was already used to working night and day, so that was nothing new. Had to create a mission statement and write a business plan ASAP. So that’s how “I” became a brand. And that was thirty years ago with then already a decade behind me as just a sales rep agent. Who knew a “brand” had been created.

    Going on your own, “incorporating” – don’t forget to create a brand concept right away, so you can become “the brand.” The go-to brand. At year 20 in 2010, incorporated as just “Carolyne,” I received these two memorable messages that I saved among other wonderful ones, and I recently came across them in my archives computer files. And, REM had printed them:
    ~ a voice from the past, in Brampton, who accidentally found me on FB, and connected from Stratford…

    Sonia Christof wrote: “Thanks for adding me. I must tell you that you were one of my greatest influences in deciding to persue a career in Real Estate. I used to live in Brampton in the “L” and “N” sections from 1982-1997 and always commented on all your For Sale signs. I remember one day noticing your new [rose and] green Carolyne signs and thought to myself what a wonderful example of a woman believing in herself and breaking away from a major Brokerage to start one of her own! It was great to see you here on facebook and just wanted you to know how you affected my life. I’ve been a Realtor for 6 years in Stratford and doing very well thanks to people like you! All the best. ”

    “I always remember your impetuous drive and motivation. But above all, your knowledge and insight into real estate that many did not understand to their downfall. I silently was a true follower…”

    And then she added: “I love to read your columns in REM more so because I know who you are. I just read your comments in the latest issue. I’ve also seen your gourmet recipes… You are quite the chef!

    Realtors are a different bunch of creatures. Jealously seems to dominate and drive them. I was always envious of your success and wanted to be so much like you. I admired your success and hard work and how you stood out amongst the others. You are one of a kind!!! There are many that would love to be just like you. Success comes with hard work… Too bad more realtors don’t try that…”

    “Everything comes to he who waits, if he
    works hard while he waits”. Some can work hard but not smart…you had both!” — Karen Lewkowicz, Tllsonburg, ON [previously in Brampton as an assistant to a franchise strong agent, now an agent herself]

    I guess we could say: “branding works.” I made a four decades-old career of it. Doing what couldn’t be done: naming a real estate company using only my first name.

    My first simple black and white ads in major Toronto newspapers, showing my signature’d first name only handwritten corp logo brought many congratulatory calls from colleagues: everything from congratulations to how dare you, who do you think you are, using just your first name; are you sure you can do that?
    It worked for me.

    Carolyne L ?


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