Short answer: Your brokerage's licensed name has to sit next to your contact details, above, below or beside them. If your name appears, your last name has to match your registration. A team name can't be bigger than the brokerage's name and can't sound like a separate company. The rules don't ask for a license number or for specific links, which is the main difference from Texas.
Florida's advertising rules are Rule 61J2-10.025 (advertising in general, including the internet) and Rule 61J2-10.026 (teams and groups) in the Florida Administrative Code. I read both on 9 November 2026 on Cornell's Legal Information Institute and its copy of the team rule, and compared them with the summary on Florida Realtors (last updated July 11, 2022 by its own note). Florida Realtors is a trade group for agents. Cornell's copy lists the advertising rule's last amendment as 5 February 2007 and the team rule's as 1 November 2021. This is a plain-English summary, not legal advice, and your broker's policy may be stricter.
What has to be on the page?
- The brokerage's licensed name. Rule 61J2-10.025(1) says every real estate advertisement must include it. That means the name registered with the state, not a nickname for the office.
- In the right place. For internet advertising, (3)(a) says the brokerage name goes "adjacent to or immediately above or below the point of contact information." That phrase covers any way to contact you or the brokerage: a mailing or street address, an email address, a phone or fax number.
- A clear signal that you're a licensee. The rule says advertising must be done so reasonable people know they are dealing with a real estate licensee.
Does the brokerage name have to be in the footer too?
It has to be wherever your contact details are. If your phone number is in the header, a "Call me" button, the contact page and the footer, each of those needs the brokerage name beside it. The easiest fix is to build one contact block that includes the brokerage name and reuse it everywhere. A footer with your number and no brokerage next to it is the usual miss.
What about my own name?
Rule 61J2-10.025(2): if your personal name is used, at least your last name must appear as registered with the Commission. Florida Realtors adds that a nickname goes in quotation marks after the first name or initial, like J. "Johnny" Johnson. The rule text I read doesn't mention nicknames, so that detail comes from Florida Realtors and not from the rule itself.
Do I need my license number or special links?
Not under these two rules. Nothing in the text I read requires a license number, a disclosure form or a notice link on a website. If your broker wants your number in the footer, that's their policy, and it's harmless to add.
What does the team rule say?
If your site is for a team or group, Rule 61J2-10.026 applies to all of your advertising:
- A team is one or more licensees who present themselves to the public as a team or group, working under the same broker.
- Names may include "team" or "group." They may not include words such as Agency, Associates, Brokerage, Brokers, Company, Corporation, Inc., LLC, Properties, Property, Real Estate or Realty, or similar words suggesting a separate brokerage.
- The team name can't be in larger print than the registered brokerage's name. On a homepage, that means the brokerage's name in the header or hero can't be dwarfed by "The Smith Group."
- The ad has to make clear that people are dealing with a team or group.
- Each team files a designated licensee with the broker, who keeps a written record of the team's members, updated at least monthly.
A domain name is the same question as in any state: if smithrealtygroup.com sounds like a separate brokerage, expect your broker to push back. I'd pick a name that is yours and ends in "team" or "group."
How many agents does this touch?
A lot. In Swift Agent Sites' own copy of the Florida real estate license file, taken in October 2026 (cycle 2026-10, queried 9 November 2026), there are 449,589 license records, and 300,662 of them are the ones our public directory lists as active. These counts include every license type in the file, not only sales associates, and one person can hold more than one record. They are a count of licenses, not of websites.
Where does AI come into it?
Nothing in the rules is about being found. But the brokerage name and your contact details are plain text on the page, and that is also what an AI tool can read and repeat. A page that states who you are, who you work under and where you work gives a tool less to guess. That's a reason to keep the details as text and not as an image. Nobody can promise that a tool will name you, so test it: our free check at swiftagentsites.com/check shows what a page says to a machine.
A five-minute check for your own site
- Find every phone number, email and address on the site, including the footer and any pop-up.
- Is the brokerage's full licensed name directly beside, above or below each one?
- Does your name use your last name as registered?
- If you use a team name, is it free of the banned words, and no larger than the brokerage's name?
- Show the result to your broker. In Florida the broker answers for the team's advertising.
Swift Agent Sites builds agent sites on your own domain, in English and/or Spanish, with hosting and https included, usually live the same day, for $89 a month or $890 a year. Your broker still signs off on what a Florida site says.
Related:
- What's required on a real estate website?
- What does TREC require on a Texas agent's website?
- What is a good AEO checklist for a real estate agent in one narrow niche?