Private Label at Real
Private Label at Real: Keeping Your Brokerage Name on the Door
Updated
Bottom line: Real's Private Label program lets an established independent brokerage keep its brand as a trade name of Real, in the states where Real offers it. The owner stops being the broker, and every agent's license moves to Real.
Alexis Ruiz-Ney, Partner, Jumpstart Partners · Concierge Director, Houston Properties TeamOr call (713) 425-4194.
Can you keep your brokerage's name if you move to Real?
Yes, through Real's Private Label program, which Real says lets eligible independent brokerages keep the brands they spent years building while partnering with Real. Its FAQ says the process lets you keep operating under the brand you use now.
What happens on paper is a registration: you sign a Private Label Agreement that lets Real register your brand as a trade name of Real.
Where is Private Label offered, and who qualifies?
Real's list of states and provinces, last edited in August 2026, names 12 states where it is able to do Private Label and has groups in progress or operating: California, Georgia, Maryland, Massachusetts, Michigan, Montana, New Jersey, North Carolina, Oregon, Texas, Virginia and Washington. It marks six more states as coming soon: Indiana, Nebraska, New Mexico, North Dakota, Oklahoma and South Dakota.
No Canadian province is active yet. The list marks the six provinces it names, Alberta, British Columbia, Manitoba, New Brunswick, Ontario and Saskatchewan, as not currently available. Real says the list will keep being updated as the program expands, and that the program is unavailable in some states because of their regulations.
The program is for established independent brokerages looking to join Real. It takes an application, and Real approves each one case by case on factors including production volume, how long the independent brokerage has operated, E&O claims and other brokerage and regulatory factors. An approved brokerage then signs the Private Label Agreement.
What changes for you and your agents?
You are no longer the broker: Real's broker of record becomes the broker over your DBA or trade name. All of your agents move their licenses to Real, and you cannot keep using your trust account.
Real says Private Label teams are paid on the exact same model as existing teams.
Where do the stages below come from?
They come from Real's article on the Private Label process, last edited in October 2025. The last stage is where your state's own rules come in: Real says its onboarding and Private Label operations team helps you through each state's different requirements.
What if you leave Real later?
Real says there is no contract to keep your brand, and that it will release the brand if you decide to leave. Either party can cancel the Private Label Agreement.
Step by step
What are the stages of Private Label?
- 01
Apply
Fill in Real's Private Label application, and someone from its Private Label team contacts you. Real approves applications case by case.
- 02
Meet Real's Teams department
The Teams department schedules a meeting to learn about your brokerage and talk through whether the program fits it.
- 03
Sign the Private Label Agreement
If Real approves you, you sign the agreement and join the program.
- 04
Onboard with Real's Private Label team
Real's onboarding and Private Label operations team helps you onto Real's platform and through your state's own requirements.
Questions & answers
What else do agents in the US and Canada ask?
I own a brokerage. Can I keep my name on the door if I move to Real?
Yes, through Real's Private Label program, if Real approves your application and it is active where you are. The program lets eligible independent brokerages keep the brands they built while partnering with Real: you sign a Private Label Agreement that lets Real register your brand as a trade name of Real, and you keep operating under the brand you use now.
You are no longer the broker, because Real's broker of record becomes the broker over the trade name; all of your agents move their licenses to Real; and you cannot use your trust account. Private Label teams are on the same compensation model as Real's other teams. Either party can cancel the Private Label Agreement, and Real says it will release your brand if you leave.
Is Real's Private Label program available in my state or province?
Real's list of states and provinces, last edited in August 2026, has Private Label active in 12 states, with groups in progress or operating, and six more states marked coming soon. In Canada, the six provinces on the list are marked not currently available. Real says the list will keep being updated as the program expands. Entry is by application, approved case by case.
The 12 active states are California, Georgia, Maryland, Massachusetts, Michigan, Montana, New Jersey, North Carolina, Oregon, Texas, Virginia and Washington, and the six coming soon are Indiana, Nebraska, New Mexico, North Dakota, Oklahoma and South Dakota. Real approves applications on factors including production volume, how long the independent brokerage has operated, E&O claims and other brokerage and regulatory factors. After approval, Real's onboarding and Private Label operations team helps with your state's own requirements.
Am I still the broker if my brokerage joins Real through Private Label?
No. Real's Private Label FAQ says you will no longer be the broker, and that Real's broker of record becomes the broker over your DBA or trade name. All of your agents move their licenses to Real, and you cannot use your trust account. What you keep is the brand, which Real registers as one of its trade names under the Private Label Agreement.
Real's answer on compensation is that Private Label teams are on the exact same model as its existing teams. The agreement can be canceled by either party, and Real says there is no contract to keep your brand: if you decide to leave Real, it will release the brand.
This page summarizes Real's help articles on Private Label, and it is not legal advice. Have a lawyer read the Private Label Agreement before you sign it.