Who bears the expense of advertising materials developed by a Counselor Realty franchisee?
Counselor_Realty Franchise · 2025 FDDAnswer from 2025 FDD Document
You may develop advertising materials for your own use, at your own expense. Advertising materials and media (including print, audio, video, website and computer-transmitted media) must conform at all times to Counselor's brand standard and image. If Counselor determines, in its sole discretion, that any advertising materials or media do not conform to Counselor's brand standard or image, you will alter or remove any such advertising materials or media, as directed in writing by Counselor. You have the option to develop your own website as part of your overall promotion strategy. Your use of Counselor's trademarks in any advertising materials and media must conform at all times to the requirements set forth in the Franchise Agreement. Counselor does not currently require any advertising materials or media to be approved by Counselor prior to you using them, but reserves the right to review and approve any advertising materials or media (and to require you to alter or cease using all or any portion of such advertising materials or media it does not approve).
Source: Item 11 — FRANCHISOR'S ASSISTANCE, ADVERTISING, COMPUTER SYSTEMS AND TRAINING (FDD pages 17–21)
What This Means (2025 FDD)
According to Counselor Realty's 2025 Franchise Disclosure Document, franchisees are responsible for the expenses associated with advertising materials they develop for their own use. However, these materials must adhere to Counselor Realty's brand standards and image. Counselor Realty retains the right to review and approve any advertising materials or media and can direct franchisees to alter or remove materials that do not meet their standards.
This means that while franchisees have the autonomy to create their own advertising, they must bear the financial burden of these efforts. This includes the cost of design, production, and placement of the ads. It is important for franchisees to factor these advertising expenses into their overall budget.
Furthermore, franchisees should be aware that Counselor Realty's approval process could potentially add to these costs. If the initial advertising materials do not meet Counselor Realty's standards, franchisees will need to revise them, incurring additional expenses. Therefore, it is advisable for franchisees to maintain open communication with Counselor Realty regarding brand standards and seek feedback early in the advertising development process to minimize the risk of incurring unnecessary costs.