Florida Realtors

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.

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

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

• Real estate trade association
• Member advocacy services
• Digital transaction management
• MLS property tools
• Continuing real estate education

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. 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

Core 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

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Apartment Association of Greater Los Angeles (AAGLA)coreTechnology or Integration · 29 April 2026AAGLA 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)flagshipStrategic or Co-development Partner · 1 October 2025Florida 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.)coreGTM or Marketing PartnerAnnual 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

Regional 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

• Xx.com/floridarealtors
• YouTubefloridarealtors.org/youtube
• Facebookfacebook.com/therealfloridarealtors
• LinkedInlinkedin.com/company/florida-realtors
• Instagraminstagram.com/therealfloridarealtors

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florida Realtors