How will NAR’s new social media manager respond?

After his coming out party at RE BarCamp Virginia yesterday (which was awesome, by the way), Todd Carpenter, NAR’s new social media manager, is back in Chicago. Today’s his third day on the job. His first public test could be about this: A micro-site for an upcoming movie called I Love You Man with a real estate agent as the main character.

The following image appears on the microsite.

klaven

As you see in the image, the micro-site uses the trademarked word Realtor, and of course, by NAR policy, only Realtors are permitted to use that word, and only in certain contexts. The Realtor brand has been independently verified to be valued into the hundreds of millions of dollars according to NAR. And I understand that a significant part of NAR’s suite of second century initiatives is to protect and grow the value of that brand.

At the same time, NAR has hired a social media manager who is charged with helping them navigate the dynamics of the web, and this situation, if handled too forcefully (i.e. with threatening letters from lawyers) it has the potential to harm NAR’s image and/or credibility in that arena.

I think it will be interesting to see how NAR reacts to this now that Todd is on board. How would you advise him?

And by the way, Todd: I love you man!

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4 Responses to How will NAR’s new social media manager respond?

  1. Jim Lee says:

    NAR has a trademark protection department (trademark@realtors.org).

    I’m sure by now they have received this website dozens of times. It will be interesting to see how they deal with it though.

  2. Tina Merritt says:

    Seems to me that NAR has many, many other issues to deal with besides Hollywood’s misuse of the Realtor term.

  3. Frank LL0SA says:

    They look like my cards!

  4. Colleen Lane says:

    I agree with Tina, shouldn’t the NAR have bigger fish to fry?

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