Huntsville Area Association of Realtors

What Huntsville Area Association of Realtors does

Huntsville Area Association of REALTORS (HAAR) is a non-profit professional trade association founded in 1909 and headquartered at 535 Monroe St. NW, Huntsville, Alabama. It serves real estate professionals across nine North Alabama counties (Madison, Limestone, Morgan, Lawrence, Marshall, Etowah/Cherokee, Jackson, and DeKalb), with 3,000+ local members as part of the 1,000,000+-member National Association of REALTORS network. HAAR also operates ValleyMLS as a wholly-owned subsidiary, which provides multiple listing services to nearly 5,000 real estate professionals using the Paragon Connect platform, Supra eKey, and SentriLock electronic lockbox systems.

The association's core technology is the ValleyMLS platform, which has maintained cumulative listing history since 1991 and integrates with ShowingTime, Dotloop, CubiCasa, Homesnap Pro, RPR, and a Collab Center buyer-collaboration tool. HAAR generates revenue through a recurring subscription model: a $900 one-time application fee, $568 in annual HAAR/AAR/NAR dues, $600/year in ValleyMLS subscription fees ($150/quarter), $125 per electronic lockbox, ~$20/month for Supra eKeys, and unit-priced continuing education courses ($35-$129). Adjacent revenue streams include affiliate sponsor directories, Code of Ethics enforcement, mediation/ombudsman services, and branded merchandise through the ValleyMLS Store.

HAAR's distribution is primarily regional and self-service via haar.realtor and ValleyMLS.com, supplemented by in-person CE classes and member events. Recent strategic activity includes the June 2026 SourceRE MLS Data Exchange (MDX) partnership for data sovereignty and operational independence, and the appointment of Tiffany James as incoming CEO effective July 2026. The organization is governed by a member-elected board and is affiliated with the Alabama Association of REALTORS and the National Association of REALTORS at the state and national levels.

Name

Huntsville Area Association of Realtors

Legal name

Huntsville Area Association of REALTORS

Website

https://haar.realtor

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

HAAR is a non-profit real estate trade association serving 3,000+ members and operating ValleyMLS for nearly 5,000 subscribers across nine North Alabama counties, providing MLS access, continuing education, advocacy, and technology tools through the Paragon platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Huntsville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership dues including HAAR, Alabama Association of REALTORS (AAR), and National Association of REALTORS (NAR). $568 annually paid in January, plus quarterly ValleyMLS.com service fees of $150/quarter.
2. MLS Fees and Lockbox Access: One-time application fee of $900 for HAAR, AAR and ValleyMLS.com. Electronic lockboxes at $125 each and Supra eKeys at approximately $20/month for key access.
3. Continuing Education Courses: Free for HAAR members, $35 for non-members for standard CE courses. GRI courses priced at $99 for members, $129 for non-members. GRI: Buyer Services at $79 for members, $99 for non-members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

The Huntsville Area Association of Realtors (HAAR) is a non-profit trade association founded in 1909 that serves real estate professionals in North Alabama. It operates ValleyMLS as a wholly-owned subsidiary, providing a regional Multiple Listing Service to nearly 5,000 subscribers across nine North Alabama counties. Core offerings include MLS access through Paragon Connect, continuing education, ethics enforcement through professional standards, government advocacy, lockbox and electronic key services, and member support resources.

Product overview

The Huntsville Area Association of Realtors (HAAR) operates as a trade association for real estate professionals in North Alabama, offering a unified platform of member services and technology tools. The core offering centers on ValleyMLS.com, the regional Multiple Listing Service covering nine North Alabama counties, powered by Paragon Connect as the primary MLS platform interface. HAAR supplements this with continuing education courses, ethics enforcement, lockbox systems (SentriLock and Supra eKeys), market data services, professional designations (C2EX), and an affiliate directory of partner businesses. The association also provides member dashboards for dues management and partnerships with The CE Shop for licensing education.

Differentiator

Problem solved

Functional benefit

Brands

• ValleyMLS: North Alabama's leading Multiple Listing Service serving nearly 5,000 real estate professionals across nine counties including Madison, Limestone, Morgan, Lawrence, Marshall, Etowah/Cherokee, Jackson, and DeKalb.

Products and services

• ValleyMLS A regional Multiple Listing Service serving nearly 5,000 real estate professionals across nine North Alabama counties, offering cooperative property listing, searching, and market data exchange for REALTORS.
• Paragon Connect MLS Platform
• Continuing Education and Professional Development
• Commitment to Excellence (C2EX) Endorsement
• SentriLock Lockbox System
• Supra eKey System
• Member Portal and Dashboard
• Affiliate Directory and Partner Network
• Market Statistics and Data Reports

Quantifiable outcome

• North Alabama's most accurate and comprehensive multiple listing service

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• SourceREcoreTechnology or Integration · 22 June 2026Strategic partnership to establish independent control over ValleyMLS data infrastructure. ValleyMLS implements SourceRE's MLS Data Exchange (MDX) framework and lists data in the SourceRE Data Marketplace. Enables data sovereignty, governed distribution, and operational independence through RESO-aligned database. Includes proprietary Data Dye forensic tracking technology for unauthorized data use detection.
• The CE ShopcoreImplementation/ SI/ Consulting PartnerOnline course provider partnership offering pre-license, post-license, broker license, and continuing education courses for real estate professionals. HAAR refers members and licensees to The CE Shop for course access.
• ValleyMLScoreTechnology or IntegrationWholly-owned subsidiary of HAAR serving as North Alabama's most comprehensive Multiple Listing Service. ValleyMLS serves nearly 5,000 real estate professionals across nine North Alabama counties with Paragon MLS platform and related technology tools.
• National Association of REALTORS (NAR)coreStrategic or Co-development PartnerNational trade association representing 1.2 million REALTORS. HAAR members automatically gain NAR membership with access to REALTOR.com, RPR data platform, government advocacy, Real Estate Library, research, and consumer outreach programs.
• Alabama Association of REALTORS (AAR)coreStrategic or Co-development PartnerState-level trade association serving as the voice of real estate in Alabama. HAAR membership includes AAR membership with access to state advocacy, professional education, annual conferences, and Alabama REALTOR publications.
• SentriLockcoreTechnology or IntegrationElectronic lockbox system provider. ValleyMLS uses SentriLock system for secure property access. ValleyMLS participants receive SentriKey app access and unique PINs for secure, auditable property entry records.
• Lancaster InstituteminorImplementation/ SI/ Consulting PartnerVirtual continuing education provider offering online CE courses to Huntsville-area real estate professionals.

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Bright MLS: Multi-state regional MLS serving Delaware, Maryland, New Jersey, Pennsylvania, Virginia, West Virginia, and DC. Comparable as a regional MLS that has consolidated multiple local associations, providing a relevant M&A/consolidation precedent.
• Miami Association of REALTORS: Large regional REALTOR association operating MIAMI MLS (formerly SEFMLS). Direct peer with comparable MLS subsidiary, education, and member services model.
• Greater Las Vegas Association of REALTORS: Regional REALTOR association operating an MLS and providing member services, education, and advocacy. Directly comparable as a peer association; notably referenced in HAAR's incoming CEO Tiffany James' prior leadership experience.
• Stellar MLS: Regional MLS serving multiple REALTOR associations across Florida. Comparable MLS subsidiary-level peer, particularly relevant as HAAR/ValleyMLS builds independent data infrastructure via SourceRE.
• Houston Association of REALTORS: Large regional REALTOR association providing MLS (HAR), education, advocacy, and consumer-facing real estate portal. Direct comparable model with bundled MLS subsidiary and member services.
• Fort Collins Board of REALTORS: Regional REALTOR association offering MLS services, education, and advocacy. Direct peer; Tiffany James served as CEO here before joining HAAR, indicating similar operational scale and structure.
• California Regional MLS (CRMLS): Largest MLS in the US serving over 100,000 subscribers. Relevant as a regional MLS operator that has built RESO-aligned data infrastructure and provides data marketplace capabilities, similar to HAAR's SourceRE direction.
• Atlanta REALTORS Association: Large regional REALTOR association operating its own MLS (FMLS) and providing member education, advocacy, and lockbox services. Comparable member-services model and MLS subsidiary structure.

Others

• Real Estate Standards Organization (RESO): Standards body for real estate data interoperability. Relevant ecosystem peer because HAAR's ValleyMLS implements the RESO-aligned SourceRE MDX framework, making RESO a galvanizing data standards organization.

Broad incumbents

• National Association of REALTORS (NAR): National umbrella trade association for 1.2M+ REALTORS. HAAR membership is bundled with NAR, making it the broader industry incumbent and HAAR's industry-defining coordinator rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HAARhsv
• YouTubeyoutube.com/@HAARHSV
• Facebookfacebook.com/haarhsv
• LinkedInlinkedin.com/company/haarhsv
• Instagraminstagram.com/haarhsv

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

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 Huntsville Area Association of Realtors