Your team identity can remain a central part of your marketing, but keeping every element unchanged is not automatic. Review the proposed name and materials with the eXp state broker before printing, publishing or announcing the move.
What needs approval?
The August 2026 U.S. policy requires written state broker approval before using a team name. It also restricts certain naming terms, including Realty and Real Estate. Brokerage identification and advertising requirements still apply. A familiar name may need an adjustment even when the underlying brand continues.
Inventory the brand you have already built
Start with the assets clients recognize. Record who owns each asset, who can edit it, whether it includes the old brokerage identity and how long replacement will take. A logo file alone is not a complete transition plan.
- Team name, logo files, colors and photography
- Domain, website, landing pages and lead forms
- Social accounts, business profiles and video introductions
- Email addresses, signatures and automated messages
- Signs, business cards, presentations and listing brochures
- CRM templates, saved documents and third-party advertising accounts
Choose what stays and what gets updated
Create three columns: keep, revise and confirm. An owned domain may stay while the site’s brokerage disclosures change. A familiar color palette may stay while a name or logo arrangement goes through review. A campaign may need a revised destination, updated contact details and a new approved creative.
Do not cancel the old tools before you understand ownership, export rights and access dates. Test a small sample of permitted data before planning a larger migration. Check contact consent and record responsibilities with the relevant providers and brokers.
Tell clients what changes for them
Clients need a practical explanation: who their contact is, how to reach the team and whether any action is required on an existing relationship. Work with the responsible brokers on active agreements before sending an announcement. A marketing email does not itself transfer a listing or representation agreement.
Prepare a short announcement, an updated email signature and a website notice together. Keep the wording consistent so clients do not receive conflicting explanations from different team members.
Make the launch a controlled checklist
Choose one owner for the asset inventory. Track approval, production, publication and a final check for every item. Review the website on a phone, submit a test lead, check where it lands and call the displayed number. Archive the approved files so the team can reuse the correct versions.
For example, a five-agent team can begin with its website, email signatures and listing presentation, then coordinate physical signs and printed materials around approved timing. This is a planning example, not a required eXp sequence.
Your next steps
- Submit the proposed team name for written review.
- Confirm ownership and access for every digital asset.
- Budget for revised signs and printed materials.
- Coordinate client communications and active files.
- Test the lead path after the new branding goes live.
Sources and scope
This is an Apex planning guide, not an official eXp policy document. The checklists and examples are planning suggestions. Current signed agreements, applicable state requirements and eXp’s written terms govern your situation.