Orlando Regional Realtor Association

What Orlando Regional Realtor Association does

The Orlando Regional REALTOR® Association (ORRA) is a 501(c)(6) nonprofit trade association founded in 1921 and headquartered in Orlando, Florida. It serves approximately 18,000-20,000 REALTORS and real estate professionals across Central Florida and is the 8th-largest local REALTOR trade association in the United States. ORRA operates within the three-tier Realtor structure alongside Florida Realtors and the National Association of REALTORS, providing Code of Ethics enforcement, professional standards, advocacy via RPAC, and representation at the local, state, and national levels. Its member base is segmented into primary REALTOR members, Affiliates (lenders, title companies, inspectors, and service providers), specialty groups (Commercial, Global, Property Management, Diversity, Young Professionals, Military Advisory), and a sub-segment of more than 7,000 Hispanic REALTORS.

ORRA's core product is a membership-and-platform bundle: the ORRA Connect community platform (powered by Higher Logic), member-portal access via RAMCO AMS, MLS access and training through Stellar MLS, the SentriKey Showing Service integrated with SentriLock, the NEO pre-construction listing database (Florida's largest under-construction database), and professional development spanning continuing education, designation/certification programs (Gold Key, Platinum Key, MRP, RENE, ACE), and specialty programming (Toastmasters in English and Spanish, Central Florida Pitch Group, RPAC events). A new 45,000 sq ft, four-story headquarters opened in 2024 featuring an Innovation Lab for exploring AI, cybersecurity, and metaverse applications. Revenue is generated primarily through recurring membership dues, pay-as-you-go education and certification fees ($25-$350 per course), advertising and sponsorships (Orlando REALTOR Magazine, e-distribution, trustee sponsors including AdventHealth, Fairwinds, Fifth Third Bank, SentriLock, Stellar MLS), event and venue revenue, and a 2025 health-benefits partnership with PeopleOne Health. The association is governed by an elected board, with Cliff Long as CEO since December 2017.

Name

Orlando Regional Realtor Association

Legal name

Orlando Regional Realtor® Association

Website

https://orlandorealtors.org

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

11–50 employees

Short description

Orlando Regional Realtor Association (ORRA) is a 501(c)(6) nonprofit trade association serving roughly 18,000-20,000 REALTOR and Affiliate members across Central Florida with MLS access, education, certifications, advocacy, networking, and member platforms including ORRA Connect, SentriKey, NEO, and a PeopleOne Health benefits partnership.

Ownership category

akta.pro rank

Product category

Real Estate Trade Association Services

NAICS

Offices of Real Estate Agents and Brokers (53121), Business Associations (813910)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Membership Organizations (8600)

akta.pro primary industry

Land & Development Site Brokerage (BPAJABAG)

Keywords

• Real estate trade association
• Realtor membership services
• Professional development certifications
• Multiple listing service training
• Real estate advocacy programs

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: ORRA generates primary revenue through membership dues and fees from REALTORS, brokers, and affiliate members. The association offers different membership tiers including REALTORS, Affiliates, with various benefits and fee structures.
2. Education and Certification Programs: Revenue from continuing education classes, professional certifications (Gold Key, Military Relocation Professional, Real Estate Negotiation Expert), and designation programs offered to members.
3. Advertising and Sponsorships: Paid e-mail distribution service for advertising messages to membership, advertising in Orlando REALTOR magazine, direct mail advertising, and sponsorship opportunities for trustees and partners.
4. Event Revenue: Revenue from signature events including RPAC events, Great American REALTOR Days, and various networking events. Some events have ticket sales and RPAC contributions.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Orlando Regional REALTOR® Association is a nonprofit trade association serving approximately 18,000-20,000 real estate professionals throughout Central Florida. It delivers membership-based services including MLS access via Stellar MLS, professional development and continuing education, industry designations and certifications (Gold Key, Platinum Key, MRP, RENE, ACE Award), advocacy through RPAC, specialty councils, networking events, and technology tools such as the ORRA Connect community platform, SentriKey showing service, and NEO new construction listings. Revenue is generated primarily through membership dues, education fees, advertising, sponsorships, and signature events.

Product overview

Orlando Regional REALTOR Association operates as a professional trade association providing a comprehensive suite of services for Central Florida real estate professionals. The association offers a platform-plus-services model centered on ORRA Connect (the member community platform), professional education and certifications (including Gold Key Certification, Platinum Key Certification, and ACE Award), MLS access and training (Stellar MLS and NEO new construction listings), and technology tools (SentriKey Showing Service). Additional offerings include health benefits partnerships, advocacy programs (RPAC), specialty councils (Military Advisory Council, Diversity Council, Global Real Estate Council, Commercial Council, Property Management, and Young Professionals Network), and professional development events including Toastmasters, Pitch Groups, and CE courses. The association serves approximately 18,000-20,000 real estate professionals throughout Central Florida and is recognized as one of the most innovative local real estate associations in the country, having won the BUILD Real Estate and Property Award for Best Local Trade Association in Florida for four consecutive years.

Differentiator

Problem solved

Functional benefit

Products and services

• ORRA Membership (REALTOR and Affiliate) Core membership offering for licensed real estate agents, brokers, and affiliate service providers (lenders, title companies, inspectors) in Central Florida, granting access to MLS, advocacy, education, networking, and member benefits.
• ORRA Connect Community Platform Higher Logic-powered digital community platform providing ORRA members with member directory, affiliate directory, event calendar, discussion forums, file libraries, and resource libraries.
• SentriKey Showing Service Smart showing management platform integrated with SentriLock lockboxes, providing ORRA members with centralized training, resources, guides, and support for showing management.
• NEO (New Estate Only) Pre-Construction Listings Florida's largest database of pre-construction and under-construction project listings, offered as a free member benefit with website integration and dedicated landing pages for ORRA member use.
• ORRA Continuing Education (CE) Courses Continuing education courses and professional development classes offered in-person and online covering topics such as Core Law, Ethics, Fair Housing, Risk Management, Finance, and real estate technology.
• Gold Key Certification (GKC) Professional certification program focused on excellence in customer service and professionalism, requiring completion of a core class plus one specialty class.
• Platinum Key Certification (PKC) Advanced professional certification designation for REALTORS demonstrating high-level expertise and commitment to the profession.
• Military Relocation Professional (MRP) Certification NAR certification program educating REALTORS about working with military service members and their families, including housing solutions and military benefits. Veterans receive $10 off.
• Real Estate Negotiation Expert (RENE) Certification Two-day NAR certification course focused on negotiation expertise for real estate professionals.
• Stellar MLS Training Training and education on the Stellar MLS system including RPR (Realtors Property Resource) tools, CMA generation, market trends, foreclosures, and listing appointment preparation.
• RPAC (REALTORS Political Action Committee) Advocacy Program Political advocacy program supporting REALTOR interests at local, state, and national levels through campaign contributions and legislative advocacy initiatives.
• Member Health Benefits (PeopleOne Health) Healthcare insurance platform partnership with PeopleOne Health providing personalized care and health benefits to ORRA's member real estate professionals and their families.
• Central Florida Pitch Group Productive networking event where REALTORS present listings and build relationships through a high-energy format featuring live pitches and big-screen presentations.
• Toastmasters Program (English and Spanish) Professional communication and public speaking development program offered in both English and Spanish through the Toastmasters International partnership, open to walk-in guests.
• ORRA Foundation (ORRF) ORRA's charitable foundation supporting community engagement initiatives, with affiliated community programs.
• Market Research and Housing Statistics Housing market data, statistics, and research resources including market reports, local research, and mortgage rate information for Central Florida.

Quantifiable outcome

• ORRA's NFIP advocacy supports roughly half a million home sales annually, generating 1 million jobs and contributing $70 billion to the U.S. economy.

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• PeopleOne HealthcoreStrategic or Co-development PartnerORRA partners with PeopleOne Health to deliver personalized healthcare benefits to over 18,000 Central Florida real estate professionals. This partnership addresses the challenge independent contractors face finding affordable health insurance while providing member value outside of traditional MLS services.
• SentriLockcoreTechnology or IntegrationSentriLock provides the SentriKey Showing Service, a smart showing platform for ORRA members. ORRA offers SentriLock training and support as part of member services.
• Stellar MLScoreTechnology or IntegrationORRA is connected to Stellar MLS for listing services and offers Stellar MLS training classes including RPR CMA, RPR Market Trends, Foreclosures, and Listing Appointments Preparation.
• Higher LogiccoreTechnology or IntegrationORRA Connect is powered by Higher Logic, providing the digital community platform connecting Orlando's real estate professionals with member directory, event calendar, and discussion forums.
• NAHREP (National Association of Hispanic Real Estate Professionals)coreStrategic or Co-development PartnerDiversity Council inaugural partner. NAHREP Central Florida chapter collaborates with ORRA's Diversity Council to promote diversity and inclusion in real estate. ORRA has over 7,000 Hispanic REALTORS among its membership.
• AREAA (Asian Real Estate Association of America)coreStrategic or Co-development PartnerDiversity Council inaugural partner. ORRA partners with AREAA Greater Orlando chapter to promote diversity and inclusion in real estate.
• LGBTQ+ Real Estate AlliancecoreStrategic or Co-development PartnerDiversity Council inaugural partner. ORRA partners with LGBTQ+ Real Estate Alliance to support diversity and inclusion in real estate.
• NAREB (National Association of Real Estate Brokers)coreStrategic or Co-development PartnerDiversity Council inaugural partner. ORRA partners with NAREB Orlando chapter to promote diversity and inclusion in real estate.
• Fisher House FoundationminorStrategic or Co-development PartnerORRA's Military Advisory Council hosts community service events at the Orlando Fisher House, providing meals for military families staying at the facility near Orlando VA Medical Center.
• Florida CCIM Central ChaptercoreStrategic or Co-development PartnerCo-sponsor of monthly Commercial Council marketing sessions along with ORRA and CFCAR/CFCREA.
• CFCAR (Central Florida Commercial Association of REALTORS)coreStrategic or Co-development PartnerCo-sponsor of monthly Commercial Council marketing sessions along with ORRA and Florida CCIM Central Chapter.
• AdventHealthminorOthersTrustee sponsor of ORRA, providing healthcare-related partnerships and support for the association.
• Fifth Third BankminorOthersTrustee sponsor of ORRA, providing financial services partnerships and support for the association.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Florida Realtors: The state-level REALTOR trade association affiliated with ORRA. Both organizations operate as membership associations serving Florida real estate professionals, share advocacy priorities, and offer overlapping education, MLS liaison, and member benefit services.
• Houston Association of Realtors / HAR.com: Among the largest U.S. local REALTOR associations with its own MLS platform. Like ORRA, HAR combines member services, MLS infrastructure, and education at scale for a single metro real estate market.
• Miami Association of Realtors: Large Florida regional REALTOR association serving South Florida. Operates with a similar membership/dues, MLS, education, and advocacy model as ORRA, making it the most directly comparable same-state peer by structure and scale.
• Birmingham Association of REALTORS: Mid-size regional REALTOR association previously led by ORRA's current CEO Cliff Long. Operates the same membership/education/MLS liaison model; useful as a same-organization alumni peer comparison of how ORRA's leadership playbook translates elsewhere.
• Greater Atlanta REALTORS: Metro-level REALTOR association providing membership, MLS integration, education, and advocacy to agents in the Atlanta region. Comparable to ORRA in structure (dues, CE, diversity councils, member benefits) and Southern high-growth market positioning.

Broad incumbents

• California Association of Realtors (C.A.R.): A large state-level REALTOR association that, like ORRA, delivers education, advocacy, MLS liaison, and member benefits to a major regional real estate workforce — useful as a benchmark for nonprofit trade-association scale and reach.
• National Association of REALTORS (NAR): The umbrella trade association for the REALTOR brand in the U.S. NAR sets the Code of Ethics, certification programs (e.g., MRP, RENE), and advocacy playbook that ORRA's members follow; comparison highlights ORRA's local innovation against NAR's national scale.
• Texas Association of Realtors: Large state REALTOR association serving Texas real estate professionals. Similar nonprofit trade-association model, education programs, advocacy at statehouses, and partnership with member MLS organizations — a useful scale benchmark for ORRA.

Others

• Stellar MLS: Core MLS technology and listing infrastructure partner for ORRA members. Comparable as adjacent technology ecosystem rather than a direct association competitor; central to ORRA's MLS training and listing-services value proposition.
• California Regional MLS (CRMLS): Large multiple listing service serving many California REALTOR associations. While not a trade association itself, CRMLS sits in the same member-data and MLS ecosystem that ORRA and Stellar MLS provide.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/orratv
• Facebookfacebook.com/orlandorealtors
• LinkedInlinkedin.com/company/orlandorealtors
• Instagraminstagram.com/orra_realtors
• Pinterestpinterest.com/orlandorealtors
• Xx.com/orrafl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

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

Frequently asked questions about Orlando Regional Realtor Association