We can make rules and encourage members to use real names, but it's going to be very hard to enforce this 100%.
One thing that should help is Premium Membership. It's not going to make one bit of sense to pay for Premium Membership and use a fake name. Example, Premium Membership will include listings in our Services Directory. The name you enter in your profile will be included in your directory listing. Using a fake name here would certainly not be good for business.
There are a few instances such as this that will encourage Premium Members to use a real name, but it's not bulletproof.