REALTORS Association of Edmonton

What REALTORS Association of Edmonton does

The REALTORS Association of Edmonton (RAE) is a member-governed professional association operating continuously under various names since 1927 and today serving more than 5,500 REALTORS across the Greater Edmonton Area and surrounding communities. Its mandate is to deliver the infrastructure, standards, and advocacy required for professional real estate practice in the region, including administration of the Multiple Listing Service, enforcement of the CREA Code of Ethics and Standards of Business Practice, and collaboration with provincial regulator RECA and national body CREA.

RAE's operational backbone is the Paragon Multiple Listing Service platform, supplemented by an integrated technology stack comprising ShowingTime (showing scheduling), Supra (electronic keybox access), RAE Trends (market analytics), Tech Helpline (member support), Data Co Op (aggregated market data sharing), Cloud CMA (comparative market analysis), and weekly/monthly/quarterly market statistics including the MLS Home Price Index. The association was the first board in Canada to deploy secure electronic keyboxes (1990) and continues to evolve its MLS as a core member benefit, with Paragon member satisfaction improving to 74% in 2024 from 66% in 2023. RAE also publishes the RAEdio podcast and consumer resources, and operates the REALTORS Community Foundation, which donated $332,420 to local charities in 2023/24 and committed $200,000 to Habitat for Humanity for a North Edmonton build.

The business model is a member-funded subscription model anchored by annual REALTOR membership dues, augmented by fees from professional education programs (CCIM, NAR designations such as Accredited Buyer Representative and Real Estate Negotiation Expert, plus FINTRAC and contract compliance training), partnership and sponsorship revenue, and service fees from add-on tools. Distribution is direct-membership (regional) for members and via CREA's consumer-facing realtor.ca marketplace for end consumers. Headcount stands at approximately 30 staff, governance is exercised through a nine-person Board of Directors led by 2025 Chair Darlene Reid (MORE Real Estate), and the 2025–2027 "Foundations for the Future" strategic plan frames the next investment cycle across Professionalism, Member Confidence, Service Excellence, and Collaborative Relationships.

Name

REALTORS Association of Edmonton

Legal name

REALTORS Association of Edmonton

Website

https://realtorsofedmonton.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

The REALTORS Association of Edmonton is a non-profit professional association serving 5,500+ REALTORS in the Greater Edmonton Area, administering the Paragon MLS, enforcing the CREA Code of Ethics, and providing member tools, market statistics, professional education, advocacy, and consumer-facing property search capabilities through REALTOR.ca.

Ownership category

akta.pro rank

Headquarters

HQ city

Edmonton

HQ country

Canada

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: RAE generates revenue through membership dues from its 5,500+ REALTOR members. Being a member provides access to MLS, professional development, market data, tools, advocacy, events, and networking.
2. Professional Education: The RAE provides professional education and development programs including CCIM for Commercial, NAR designations like Accredited Buyer Representative and Real Estate Negotiation Expert, and training on contracts, FINTRAC, and legal compliance.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

RAE is a professional services association serving more than 5,500 REALTOR members in the Greater Edmonton Area. Its core offering is the Paragon Multiple Listing Service (MLS) platform providing property listings, market data, and member tools, supplemented by professional development programs, advocacy with government, ethical standards enforcement, market statistics reports, and the REALTORS Community Foundation charitable initiative.

Product overview

The REALTORS Association of Edmonton (RAE) operates as a professional services association rather than a traditional software product company. Its core offering centers on the Paragon Multiple Listing Service (MLS) system, which provides property listings, search functionality, and market data access to over 5,500 member REALTORS. Supporting this primary platform are member-facing tools including ShowingTime (scheduling), Supra Keybox (property access), RAE Trends (market analytics), Tech Helpline (support), Data Co Op (aggregated data), and Cloud CMA (property valuation reports). The Association also publishes market statistics through monthly reports, weekly market watch, and quarterly economic reports via its MLS Home Price Index. Consumer-facing services include the Find a REALTOR directory and Open Houses listings, both accessed through CREA's realtor.ca platform. Additionally, RAE produces the RAEdio podcast for industry content and offers professional development education programs including CCIM and NAR designations.

Differentiator

Problem solved

Functional benefit

Brands

• RAEdio Podcast: The association's podcast featuring discussions on real estate topics, market updates, and member stories.
• Foundations for the Future

Products and services

• Paragon MLS System
• Market Statistics and Data Services
• Professional Development and Education
• RAEdio Podcast
• REALTORS Community Foundation
• Find a REALTOR Service

Quantifiable outcome

• 74% member satisfaction with MLS system (Paragon) in 2024, up from 66% in 2023

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• Alberta RealtorcoreChannel Partner/ Reseller/ DistributorAlberta-wide real estate association partnership providing coordinated professional standards and services across Alberta.
• Alberta Real Estate Foundation (AREF)coreStrategic or Co-development PartnerProvincial foundation supporting real estate community initiatives and charitable causes across Alberta.
• Canadian Real Estate Association (CREA)coreStrategic or Co-development PartnerNational governing body for REALTORS in Canada. CREA owns REALTOR.ca, MLS trademarks, and establishes national standards. RAE participates in CREA PAC Days and supports CREA initiatives including REALTOR.ca evolution.
• REALTORS Community FoundationcoreStrategic or Co-development PartnerCharitable foundation supported by RAE members, providing donations to local charities ($332,420 in 2023/24) and supporting Habitat for Humanity builds.
• Real Estate Council of Alberta (RECA)coreChannel Partner/ Reseller/ DistributorProvincial regulatory body overseeing real estate professional licensing and consumer protection in Alberta.
• Habitat for HumanitycoreStrategic or Co-development PartnerHousing charity receiving $200,000 one-time donation from REALTORS Community Foundation for a North Edmonton build project.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Canadian Real Estate Association (CREA): National umbrella body for Canadian REALTORS, owner of REALTOR.ca and the MLS trademarks. RAE participates in CREA governance; CREA is the strategic national counterpart rather than a direct regional competitor.
• Toronto Regional Real Estate Board (TRREB): Largest Canadian regional real estate board, operating MLS and member services for the Greater Toronto Area. Comparable in business model, MLS focus, and member services mix, but materially larger in membership scale and geographic scope than RAE.

Direct peers

• Ottawa Real Estate Board (OREB): Ontario-based regional real estate board offering MLS, professional development, and member services. Comparable in membership scale, business model, and CREA affiliation to RAE, serving a mid-sized Canadian metropolitan market.
• Real Estate Board of Greater Vancouver (REBGV): Regional real estate board serving Metro Vancouver with MLS, professional standards, and advocacy services. Comparable in association structure, member services, and CREA affiliation, though serving a distinct and larger West Coast market.
• Calgary Real Estate Board (CREB): Regional real estate board serving Calgary and surrounding area in Alberta. Most directly comparable to RAE in terms of membership scale (~5,000+ REALTORS), MLS administration, professional standards, and Alberta-specific market dynamics, with an overlapping but distinct service territory.

Regional players

• Fraser Valley Real Estate Board (FVREB): BC-based regional real estate board serving the Fraser Valley east of Vancouver. Comparable in membership services and MLS administration, though operating in a distinct geographic market from RAE.
• Greater Montreal Real Estate Board / Centris: Quebec-based real estate board operating the Centris MLS platform. Comparable in association structure and MLS focus, but serves a French-language market outside Edmonton's catchment with distinct regulatory and linguistic dynamics.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RAEinfo
• YouTubeyoutube.com/@realtorsofedmonton
• Facebookfacebook.com/REALTORSAssociationOfEdmonton
• LinkedInca.linkedin.com/company/realtors-association-of-edmonton
• Instagraminstagram.com/raeinfo

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 REALTORS Association of Edmonton