InsideRE uses the word “bold” and the color purple in its rebrand of the product, formerly known as kvCORE, which the company claims makes its branding “confusingly similar” to KW’s BOLD products. did.
Can’t attend Inman Connect New York in person? Don’t miss out on innovative insights and strategies shared by over 250 industry-leading speakers across 75+ carefully selected sessions. With Virtual Pass, all the tools you need to overcome challenges and seize new opportunities are delivered directly to your screen, wherever you are.
Keller Williams Realty Inc. alleges in its lawsuit that InsideRE’s new BoldTrail branding, which replaced kvCORE’s branding, infringed on KW’s own BOLD Marks branding and allowed the company to unfairly profit from KW’s established branding. he claimed.
The lawsuit was filed on January 15, 2025 in the United States District Court for the Western District of Texas, Austin.
In June 2024, InsideRE notified Inman that it had rebranded its kvCORE real estate business software to BoldTrail. BoldTrail is the brand name applied to the company’s collection of applications, including software that supports CRM, digital marketing and presentation, listing promotions, transaction management, and deal management. more.
The move comes after InsideRE has acquired a number of companies in recent years, including the acquisition of BoomTown in early 2023, and faced marketing challenges as a result. Inman technology columnist Craig C. Rowe said at the time that the name was partly inspired by InsideRE’s belief that “real estate is not for the faint of heart, and we want to be a strong partner in tough times.” It is written that it is a thing.
In addition to using the word “bold” in the name, InsideRE product branding includes the color purple in some versions. This is the color that KW uses extensively in its BOLD Marks product branding. Because of these similarities, the real estate franchise company argued that InsideRE’s product marketing is “confusingly similar” to KW’s marketing of a very similar product.
A Keller Williams spokesperson told Inman that the lawsuit was filed “to end Inside Real Estate’s misappropriation of our BOLD trademark suite.”
“Since 2009, KWRI BOLD and BOLD LEADERSHIP have been distinctive and well-known industry leaders in providing real estate consulting services, real estate professional education and development services. and similar products in 2024, namely Bold Academy and Bold Trail. This deliberate trademark infringement is a blatant attempt to disrupt the market and capitalize on the success and goodwill of the KW brand.
InsideRE did not immediately respond to Inman’s request for comment.
The complaint alleges that since early 2009, KW has been using its BOLD brand to provide real estate consulting services, professional education, and real estate professional development services.
“As a result of KWRI’s extensive advertising, sound business practices, and operations, KWRI has built strong relationships with people who have come to recognize and respect the services KWRI provides and those identified with the KWRI BOLD mark. established,” the complaint states.
“Defendants’ decision to rebrand this competing product to BoldTrail, a trademark that is confusingly similar to KWRI’s BOLD mark, appears intended to capitalize on KWRI’s success and goodwill in the marketplace.” added.
According to the complaint, KW’s lawyers sent a letter to InsideRE on November 5, 2024 asking it to cease and desist from using the new BoldTrail brand, which InsideRE’s lawyers responded by refusing. .
But after that exchange, InsideRE CEO Joe Skousen emailed KW founder Gary Keller and scheduled a meeting to discuss branding issues, according to the complaint.
“KWRI responded to Mr. Skousen several times to schedule a meeting, but received no response,” the complaint alleges. “Meanwhile, as noted above, Defendants have made additional proposals to continue their infringing activities, apparently to delay resolution of this matter, despite the fact that Defendants had been notified of the infringement for months.” It is used as a tactic to expand.
KW sought an injunction against InsideRE from “further use of the KWRI BOLD mark,” as well as monetary relief in an amount to be determined at trial, court costs, attorney’s fees, and other related costs.
Email Lillian Dickerson
