Your website is advertising, and Florida regulates it. Under Florida Administrative Code Rule 61J2-10.025, every real estate advertisement you place must include the licensed name of your brokerage firm, must be done in a way that reasonable people would know they are dealing with a real estate licensee, and must not be fraudulent, false, deceptive, or misleading. For a website specifically, the rule goes one step further than "put it somewhere on the page": the brokerage name has to sit adjacent to, immediately above, or immediately below your point of contact information — your email address, phone number, or mailing or street address.
These rules come from the Florida Real Estate Commission (FREC), part of the Department of Business and Professional Regulation. The advertising rules live in Chapter 61J2-10 of the Florida Administrative Code. Below is the operative language, quoted from the officially adopted rule text, with links so you can read the source yourself.
A note on the links: each one goes to that rule's page on flrules.org, Florida's official administrative code portal. Those pages show the rule's title, its current effective date and its full amendment history; the adopted text itself opens from the document link on the same page. We quote that adopted text verbatim below rather than paraphrasing it, so you can compare word for word.
Fla. Admin. Code R. 61J2-10.025(1) — effective 2/5/2007
"All advertising must be in a manner in which reasonable persons would know they are dealing with a real estate licensee. All real estate advertisements must include the licensed name of the brokerage firm. No real estate advertisement placed or caused to be placed by a licensee shall be fraudulent, false, deceptive or misleading."
Two things worth flagging about the exact wording. First, the standard is the "reasonable persons would know" test — the adopted rule does not use the words "conspicuous" or "clearly and legibly," even though those phrasings turn up constantly in blog posts and secondhand summaries. Second, the name required is the licensed name of the brokerage firm, meaning the name the brokerage is registered under, not a shorthand or informal version.
The false-and-misleading half of this has a statutory backstop. Under Fla. Stat. 475.25(1)(c), the Commission may discipline a licensee who "has advertised property or services in a manner which is fraudulent, false, deceptive, or misleading in form or content."
Fla. Admin. Code R. 61J2-10.025(3)(a)-(b) — effective 2/5/2007
"When advertising on a site on the Internet, the brokerage firm name as required in subsection (1), above, shall be placed adjacent to or immediately above or below the point of contact information."
The rule then defines the term broadly:
"'Point of contact information' refers to any means by which to contact the brokerage firm or individual licensee including mailing address(es), physical street address(es), email address(es), telephone number(s) or facsimile telephone number(s)."
It closes by confirming that the general requirements still apply online: "The remaining requirements of subsections (1) and (2), apply to advertising on a site on the Internet."
This is the provision most personal agent sites get wrong. Burying the brokerage name in fine print at the very bottom of the page, far from the phone number in the header, is not what the rule describes. A common-sense reading is that wherever you give someone a way to reach you, the brokerage name belongs right there with it. Note that a web contact form is not one of the five items the rule enumerates — it is arguably covered by "any means by which to contact," but that is an interpretation of the language, not something the text says outright.
Fla. Admin. Code R. 61J2-10.025(2) — effective 2/5/2007
"When the licensee's personal name appears in the advertisement, at the very least the licensee's last name must be used in the manner in which it is registered with the Commission."
Read the condition carefully: the rule says when your personal name appears, not that it must appear. There is no duty to put your own name on the site at all. But if you do, your last name has to match your Commission registration. A site branded entirely as "Call Bobby!" with no registered surname anywhere does not satisfy this.
One myth worth killing here: you may have seen a claim that a sales associate's personal name can be no larger than the brokerage name. That language exists only in a proposed amendment that FREC withdrew in January 2019. It was never adopted, and it is not in the rule today. Florida's only size-of-print rule applies to team and group names, covered next.
Fla. Admin. Code R. 61J2-10.026(4)-(5) — effective 11/1/2021
Team advertising has its own separate rule, adopted in 2018 and last amended in 2021. Any guidance that cites only 61J2-10.025 for team rules is out of date.
"Real estate team or group names may include the word 'team' or 'group' as part of the name. Real estate team or group names shall not include the following words: (a) Agency (b) Associates (c) Brokerage (d) Brokers (e) Company (f) Corporation (g) Corp. (h) Inc. (i) LLC (j) LP, LLP or Partnership (k) Properties (l) Property (m) Real Estate (n) Realty (o) Or similar words suggesting the team or group is a separate real estate brokerage or company."
Subsection (5) is one sentence: "This rule applies to all advertising." That includes your website, your domain-level branding, and your page headers.
So "The Rivera Team" is fine. "Rivera Realty" or "Rivera Properties" is not, if it is a team operating under a brokerage.
Fla. Admin. Code R. 61J2-10.026(6) — effective 11/1/2021
"In advertisements containing the team or group name, the team or group name shall not be in larger print than the name of the registered brokerage. All advertising must be in a manner in which reasonable persons would know they are dealing with a team or group."
The same rule, at subsection (1), defines a team as "a name or logo used by one or more real estate licensees who represent themselves to the public as a team or group," and adds that "the team or group must perform licensed activities under the supervision of the same broker or brokerage."
For a website, this one has direct typographic consequences. A giant team-name logo across the top with the brokerage name in small footer text would be hard to square with this rule. Worth noting: the rule says "print," and applying a print-size standard to web typography is a sensible reading but an analogical one — the text does not address how browsers render type.
Fla. Admin. Code R. 61J2-10.034 — effective 6/28/1993
"An individual broker, partnership or corporation may use a trade name and, if so, it must be disclosed upon the request for license, and be placed upon the registration or license. ... No individual, partnership or corporation may be registered under more than one trade name. The actual name of the individual or an entity is not a trade name."
And Fla. Stat. 475.42(1)(j) (last amended ch. 2012-61):
"A person may not operate as a broker under a trade name without causing the trade name to be noted in the records of the commission and placed on the person's license..."
Be precise about what this does and does not say. The rule is permissive — it says who may register a trade name, and sales associates are not on that list. It does not contain a sentence expressly barring a sales associate from using a trade name, and we could not find one anywhere in the primary sources we reviewed. So the honest statement is: if you are a broker using a trade name, it has to be disclosed on your license request and appear on your registration or license, and you can only hold one. If you are a sales associate, the binding constraints on your branding are the ones above — 61J2-10.025(1) requires the brokerage name and bars anything misleading, and 61J2-10.026 governs team names.
Fla. Admin. Code R. 61J2-10.027 — effective 7/20/1993
"No licensee shall use an identification or designation of any association or organization having to do with real estate unless entitled to use such identification or designation."
This is short and it bites on agent websites. REALTOR®, MLS marks, association logos, and professional designation letters after your name all fall under it. If you are not currently entitled to the mark or designation, it should not be on your page.
Two things we looked for and did not find, stated plainly rather than guessed at.
License numbers. We found no adopted FREC rule or Florida statute requiring an individual licensee's license number to appear in advertising. The full text of 61J2-10.025 contains only subsections (1), (2), (3)(a) and (3)(b), and the words "license number," "license ID," and "registration number" appear nowhere in it. We reviewed the thirteen rules in Chapter 61J2-10 and read Fla. Stat. 475.25 and 475.42 in full without finding such a requirement. That is not the same as proving no such provision exists anywhere in Chapter 475 or Division 61J2 — we did not exhaustively search either. Treat this as "we could not find one," not as a guarantee.
Broker pre-approval of your personal website. We found no FREC rule requiring your broker to approve a solo agent's personal site before it goes live. The closest analogue is team-specific: 61J2-10.026(2) requires each team to file with the broker a designated licensee responsible for ensuring advertising compliance, and 61J2-10.026(3) requires the broker to keep a current written record of team members at least monthly. Separately, and importantly: brokerages routinely impose their own contractual advertising-approval policies that are stricter than state law, and those are enforceable against you regardless of what FREC requires. Ask your broker before you publish.
Domain names. No rule or statute we found regulates an agent's domain name as such. The real limits are indirect — the trade-name provisions above and the ban on misleading advertising.
Concretely, if you are a Florida licensee building a single-page site:
AgentSiteHQ builds one-page agent websites. Publishing is free and the free version carries a small badge; a one-time $297 removes it and lets you run the site on your own domain. No monthly fee, no IDX or MLS search. To be clear about the division of labor: the brokerage-name disclosure, your registered name, your team name and any designations are content you enter and control. We give you the page; getting the required disclosures onto it, correctly placed, is on you and your broker.
Rules change, and the details differ from what a summary can capture. Everything above is quoted from publicly available Florida rule and statute text as we read it in August 2026 — verify the current version against the Florida Real Estate Commission and the Florida Administrative Code before relying on it, and check with your broker and your own attorney. This is general information, not legal advice, and not a guarantee that any particular website complies.
AgentSiteHQ builds one clean page for real-estate agents. Free to publish, no card, no signup — about two minutes.
Build yours free →