Email Signatures for Referral-Only Real Estate Agents: What to Say and What to Avoid

Quick answer: a referral-only real estate agent should put their name, brokerage name and contact details in the signature, say plainly that they refer clients rather than represent them if their state or broker asks for it, and avoid wording that implies full brokerage services. New Jersey's advertising rule, for example, requires referral agents to add "Services limited to referring prospects to broker" to advertisements other than business cards.

Referral-only brokerages and referral networks pass buyers and sellers to other agents in exchange for a referral fee. The signature is the first thing a referred client or receiving agent sees, so it should be honest about what you do and still follow the advertising rules of your state. Here is what we found and what is still your broker's call.

What to put in a referral agent's signature

• Your name as licensed, and your title, such as Referral Agent or Real Estate Referral Associate.
• The brokerage you are licensed with, written as it is licensed.
• Phone, email and website as real text.
• A license number only if your state or broker requires it; none of the state rules we have read asks for one in advertising.
• A short line saying you refer clients, if your state or broker's policy calls for one.
• Equal Housing text or logo if your brokerage uses it.

What New Jersey says

N.J.A.C. 11:5-6.1(t) says that advertisements by referral agents, other than business cards, must state "Services limited to referring prospects to broker." The same rule's paragraph (b) asks all salesperson and referral-agent advertising to carry the name the person is licensed under and the regular business name of the broker they are licensed through, with the brokerage name more prominent than the agent's. The rule does not say whether a signature on an ordinary email is an advertisement, so ask your broker how they treat it.

Other states

We have not found a rule written specifically for referral-only agents in the other states we have read, but the general advertising rules still apply to you. In many states that means the brokerage's licensed name must be clearly shown and the team or personal brand may not be larger than it. Our state pages summarize each rule with links to the source and say plainly where a rule is silent.

What to avoid

• Wording that suggests you list, show or negotiate on behalf of clients if you only refer them.
• Calling yourself a REALTOR unless you are a member of the National Association of Realtors; the term is a registered trademark.
• A personal brand or team name displayed larger than the brokerage name.
• An image-only signature, because many programs block pictures and your brokerage name would disappear with it.

Ask your broker for the wording

Referral wording is a compliance question and an advertising question at once, and the broker of record is responsible for it. Get the exact line approved once, then use it on every signature so every agent says the same thing.