Brokers register their brokerages under the broker’s legal name or the business’s legal name. They may also register under a trade name, a fictitious name other than their own name that the broker would like to use for the brokerage. The trade name must appear on the broker’s license and registration and must be unique from any other business or trade name. 

The broker may only register under one trade name and must have a new license issued if he or she changes the trade name. The registered trade name must appear on all brokerage signage and advertising. 

LLC registration and trade name usage. DBPR does allow sales associates and broker associates to register as limited liability companies (LLC) or as professional associations (PA) with the FDOS. It does not permit themto use a trade name or fictitious name. They must register under their real names and have only the real name show on the license. For example, John Kennedy, may form an LLC and be licensed as John Kennedy, LLC. This is the name he must operate under and which must appear on all official documents. All money must go into an account with this name. 

It is recommended that sales associates and broker associates talk with a Certified Public Accountant (CPA) or lawyer to ensure they understand all of the consequences and requirements of this form of registration. 

Display of names. FREC administrative rules prohibit licensees from using or displaying any name, insignia, or designation of a real estate association or organization unless they are authorized to do so.