How often may Counselor Realty change the System and Marks?

According to Counselor Realty's 2025 Franchise Disclosure Document, Counselor Realty may change the System and the Marks periodically. As a Counselor Realty franchisee, you must promptly conform your business to the revised requirements, and you will bear the costs of doing so.

This provision grants Counselor Realty broad authority to modify its operating system and trademarks. These changes could include alterations to business procedures, marketing strategies, brand aesthetics, or required technology. The frequency of these changes is not defined, leaving it to Counselor Realty's discretion.

The franchisee bears the financial responsibility for implementing these changes. This could involve expenses related to retraining staff, updating marketing materials, renovating the physical office space, or adopting new software or equipment. The franchisee must adapt to these changes to maintain compliance with the franchise agreement and uphold Counselor Realty's brand standards.

While such changes can help the Counselor Realty brand remain current and competitive, franchisees should be aware of the potential costs and operational disruptions associated with these periodic updates. Prospective franchisees should inquire about the typical frequency and scope of changes to the System and Marks, as well as the potential financial impact, during their due diligence.