Florida Realtors
Florida Realtors is a private nonprofit trade association representing over 230,000 real estate professionals across 47 local boards in Florida. Headquartered in Orlando, it provides members with digital transaction management, e-signing, education, market research, and legislative advocacy.
- Company typePrivate
- Founded1916
- HeadquartersOrlando, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Florida Realtors does
Florida Realtors is Florida's largest private nonprofit real estate trade association, representing over 230,000 members across 47 local boards throughout the state. Founded in 1916 and headquartered in Orlando, the association serves real estate agents and brokers through a bundled offering of legislative advocacy, continuing education, legal resources, market research, and a portfolio of proprietary technology platforms. The organization also operates a consumer-facing presence through whyaflrealtor.com, connecting home buyers and sellers with member agents.
The association's core technology is an integrated digital transaction management ecosystem. The flagship platform is Form Simplicity, which allows agents to enter data once and auto-populate it across all related real estate forms; its Ultimate Edition bundles Sabal Sign, the association's in-house e-signing platform serving over 700,000 agents and brokers across North America. Adjacent platforms include Tech Helpline (a technology support service recognized on the HousingWire Tech100 list for three consecutive years), MLSAdvantage (property listing and MLS access), SunStats (interactive Florida housing market data reports), Forewarn (a member safety application), AscendR (online continuing education and GRI designation portal), and Florida Realtor Magazine (available in English and Spanish digital editions). An upcoming 'My Membership' dashboard will connect members directly to consumers via the association brand.
Florida Realtors is funded primarily through recurring membership dues from its 230,000+ members, distributed via the floridarealtors.org member portal, 47 local affiliate boards, and signature annual events including the Annual Convention & Trade Expo, Mid-Winter Business Meetings, Great American Realtor Days advocacy event, and Women in Real Estate Conference. The association is extending its technology and data assets beyond traditional membership through external licensing (Form Simplicity deal with the Apartment Association of Greater Los Angeles, serving 10,000+ members) and international cooperation (MOU with the Japan-America Real Estate Coalition). Leadership is provided by CEO Margy Grant and 2026 President Chuck Bonfiglio.
Florida Realtors firmographics
Firmographics- Name
- Florida Realtors
- Legal name
- Florida Realtors
- Website
- https://floridarealtors.org
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Florida Realtors is a private nonprofit trade association representing over 230,000 real estate professionals across 47 local boards in Florida. Headquartered in Orlando, it provides members with digital transaction management, e-signing, education, market research, and legislative advocacy.
- Ownership category
- akta.pro rank
Florida Realtors industry classification
Industry- Product category
- Real Estate Trade Association Services
- NAICS
- Offices of Real Estate Agents and Brokers (531210), Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)
- akta.pro secondary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
Keywords
Where Florida Realtors is headquartered
LocationHeadquarters
- HQ city
- Orlando
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Florida Realtors business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Membership Dues: Florida Realtors operates as a trade association funded primarily through membership dues from its 230,000+ members across 47 local boards. Members pay dues to access benefits including advocacy, technology platforms (Form Simplicity, Tech Helpline), continuing education, legal resources, and market research.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Florida Realtors product offering
Product offeringCore offering
Florida Realtors is a private trade association representing 230,000+ real estate professionals across 47 local boards in Florida. It provides members with an integrated ecosystem of technology platforms (Form Simplicity, Sabal Sign, Tech Helpline, MLSAdvantage, SunStats, Forewarn), continuing education (GRI, AscendR portal), legal resources and hotline, Florida-specific housing market research, and legislative advocacy. It is funded primarily through membership dues and offers consumer-facing resources to help buyers and sellers find Realtors and properties in Florida.
Product overview
Florida Realtors is a trade association for real estate professionals and does not operate a single unified software product; rather, it offers a portfolio of technology platforms and member tools. The core offerings include Form Simplicity (a digital transaction and forms management platform), which incorporates the built-in Sabal Sign e-signing module. Supporting tools include Tech Helpline (technology support, HousingWire Tech100 recognized), MLS Advantage (property listing access), SunStats (interactive housing market data), Forewarn (agent safety app), and Florida Realtor Magazine (available in English and Spanish digital editions). A new My Membership portal is under development.
Differentiator
Problem solved
Functional benefit
Brands
- Form Simplicity: Digital transaction management solution for real estate forms, lease transactions, and digital workflow management.
- Sabal Sign
- Tech Helpline
- MLS Advantage
- SunStats
- Florida Realtor Magazine
- Forewarn
- AscendR
Quantifiable outcome
- HousingWire Tech100 recognition for three consecutive years for Tech Helpline
- +2 more outcomes
Companies that use Florida Realtors
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Florida Realtors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Florida Realtors partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- Apartment Association of Greater Los Angeles (AAGLA)coreAAGLA selected Form Simplicity, Florida Realtors' digital transaction management solution, to provide its 10,000+ members with a centralized platform for rental forms and lease transactions. The system replaces PDF-based forms with digital workflow that reduces errors and saves time.
- Japan-America Real Estate Coalition (JARECO)flagshipFlorida Realtors signed a memorandum of understanding with JARECO in Tokyo to enhance cooperation, professional development, and market data sharing between Florida and Japan real estate professionals amidst increasing economic and travel connections.
- Annual Sponsors (Stellar MLS, American Home Shield, SentriLock, Realtor.com, Supra Systems, etc.)coreAnnual sponsors include MLS providers, home warranty companies, lock box services, real estate portals, and local real estate associations that support Florida Realtors events and programs.
Scale indicators6 records
Recent moves9 records
Expansion highlights6 records
Florida Realtors competitors and assessment
Company assessmentRegional players
- Stellar MLS: Stellar MLS is an MLS platform serving Central and West Florida and is a listed annual sponsor partner of Florida Realtors. Both organizations provide MLS data and listing services to Florida real estate professionals, making Stellar MLS a directly overlapping technology provider.
- Bright MLS: Bright MLS is a large regional MLS covering the Mid-Atlantic and parts of the Midwest. It is comparable to MLSAdvantage as an MLS platform serving large agent populations and is a potential competitor or partner for Florida Realtors' listing data tools.
Direct peers
- Apartment Association of Greater Los Angeles (AAGLA): AAGLA is a regional apartment association that recently licensed Florida Realtors' Form Simplicity for its 10,000+ members. It is comparable as a real estate professional association serving agents, but with a narrower rental/apartment focus and a different regional base.
- dotloop: dotloop is a transaction management platform for real estate agents and brokerages, owned by Zillow Group. It is a direct functional competitor to Form Simplicity in digital forms, e-signature, and pipeline management for agents.
- Lone Wolf Technologies: Lone Wolf Technologies provides transaction management and back-office software (zipForm Plus) for real estate brokerages and associations. It competes directly with Form Simplicity in the digital forms and transaction space and targets the same agent and broker customer base.
- Texas Association of REALTORS: Texas Association of REALTORS is a comparable large state-level trade association offering advocacy, education, MLS tools, and member benefits. It mirrors Florida Realtors' structure of representing a high-volume, fast-growing state real estate market.
- California Association of REALTORS (C.A.R.): C.A.R. is one of the largest state-level REALTOR associations and offers the closest peer comparison to Florida Realtors in terms of advocacy, education, and member technology tools. Both organizations serve large state-level realtor populations with comparable technology and legislative priorities.
Broad incumbents
- National Association of REALTORS (NAR): NAR is the national trade association for real estate professionals and the parent brand that Florida Realtors affiliates with. Both organizations provide advocacy, education, MLS access, and standards to members, making NAR the most direct comparable organizationally, though it operates at the national level.
- DocuSign: DocuSign is the dominant e-signature platform for real estate and adjacent industries. Florida Realtors built Sabal Sign partly to replace third-party e-sign providers like DocuSign for members, putting it in direct competition for the same agent workflow.
- Zillow Group: Zillow Group operates a major consumer real estate marketplace and acquired dotloop, a competing transaction management platform. While Zillow is consumer-facing rather than an association, it overlaps with Florida Realtors in serving real estate professionals and influencing transaction workflows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks5 records
Key highlights7 records
Customer concentration
Florida Realtors social profiles
Digital presenceFlorida Realtors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florida Realtors leadership team
Management profileNumber of profiles
Profiles9 records
Florida Realtors subsidiaries and ownership
Company hierarchySubsidiaries5 records
Florida Realtors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florida Realtors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Florida Realtors
What does Florida Realtors do?
Florida Realtors is a private trade association representing 230,000+ real estate professionals across 47 local boards in Florida. It provides members with an integrated ecosystem of technology platforms (Form Simplicity, Sabal Sign, Tech Helpline, MLSAdvantage, SunStats, Forewarn), continuing education (GRI, AscendR portal), legal resources and hotline, Florida-specific housing market research, and legislative advocacy. It is funded primarily through membership dues and offers consumer-facing resources to help buyers and sellers find Realtors and properties in Florida.
Is Florida Realtors a public or private company?
Florida Realtors is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Florida Realtors founded?
Florida Realtors was founded in 1916. It employs 101 to 250 people.
Where is Florida Realtors based?
Florida Realtors is headquartered in Orlando, United States, in the North America region.
How does Florida Realtors make money?
One revenue line is on record: membership Dues.
Who are Florida Realtors's main competitors?
Regional players on record are Stellar MLS and Bright MLS. Direct peers are Apartment Association of Greater Los Angeles (AAGLA), dotloop, Lone Wolf Technologies, Texas Association of REALTORS and California Association of REALTORS (C.A.R.). Broad incumbents are National Association of REALTORS (NAR), DocuSign and Zillow Group.
Does Florida Realtors have an API?
No public API is recorded for Florida Realtors.
What industry is Florida Realtors in?
Florida Realtors's product category is Real Estate Trade Association Services. Its primary akta.pro industry code is FSAEAJAA, Residential Real Estate Brokerage (Buy/Sell), with a secondary code of BPAJAAAA, Traditional Residential Brokerage (Existing Homes). Its NAICS code is 531210 and its SIC code is 6531.