What action must a Counselor Realty franchisee take when the System or Marks are changed?

According to Counselor Realty's 2025 Franchise Disclosure Document, if Counselor Realty changes the System or the Marks, the franchisee must promptly conform their business to the revised requirements, and the franchisee will bear the costs of doing so. The System refers to the distinctive and proprietary methods established by Counselor Realty for operating a real estate brokerage service. The Marks refer to the trademarks identifying Counselor Realty.

This requirement means that a Counselor Realty franchisee must be prepared to adapt their business practices, marketing materials, and office appearance to align with any changes Counselor Realty implements. These changes could include adopting new technologies, modifying service offerings, or updating branding elements. The franchisee is responsible for covering all expenses associated with these changes, which could include new equipment, software, signage, or training for staff.

This provision is fairly standard in franchising, as franchisors need to maintain brand consistency and operational standards across all locations. However, it's important for prospective Counselor Realty franchisees to understand that they will be obligated to invest in these changes as they occur, and to factor those potential costs into their financial planning. Franchisees should inquire about the frequency and potential magnitude of such changes to better anticipate future expenses.