Southland Regional Association of REALTORS

What Southland Regional Association of REALTORS does

Southland Regional Association of REALTORS (SRAR) is a nonprofit professional trade association founded in 1920 and chartered by the National Association of REALTORS. Headquartered in Lake Balboa, California with a second office in Valencia, SRAR serves nearly 11,000 REALTOR members across the San Fernando and Santa Clarita Valleys, positioning itself as the regional "Voice for Real Estate." The association operates a Multiple Listing Service through a partnership with California Regional MLS (CRMLS), provides Supra electronic lockbox access, and delivers professional development through continuing education, networking events, and a Commercial & Investment Division. Core technology integrations include the Matrix MLS platform for comparative market analyses, InfoSparks for market statistics, RealReports for AI-assisted property reporting, and the GrowthZone member portal. Revenue is generated through a diversified mix of recurring streams: membership dues, MLS/CRMLS access fees, education and event fees, advertising (website, newsletter, podcast), facility rentals, REALTOR-branded merchandise, and Supra eKey product sales. Governance is by an elected volunteer board led by a professional executive team under CEO Valerie Biletsky, with affiliated entities including the 501(c)(3) SRAR Charitable Foundation (est. 1990). Recent strategic activity has centered on a 2025-2027 strategic plan, the launch of the SRAR Podcast in 2025, the First-Time Homebuyer Grant Program (2025-2026), and the Supra Single Access benefit launching July 15, 2026.

Name

Southland Regional Association of REALTORS

Legal name

Southland Regional Association of REALTORS®

Website

https://srar.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

51–100 employees

Short description

Southland Regional Association of REALTORS is a nonprofit REALTOR trade association founded in 1920, serving nearly 11,000 real estate professionals across the San Fernando and Santa Clarita Valleys via MLS access, education, advocacy, and member services.

Ownership category

akta.pro rank

Headquarters

HQ city

Van Nuys

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees for REALTORS®, affiliate members, and student members. Dues vary based on membership type and renewal dates.
2. MLS Access and Support: CRMLS listing access and support services for members
3. Education and Events: Fees for educational classes, certifications, seminars, and networking events including Commercial & Investment Division programming
4. Advertising: Website banner advertising, newsletter ad placements, podcast sponsorships, and MLS platform advertisements
5. Facility Rentals: Auditorium and media room rentals at both Lake Balboa and Santa Clarita Valley locations for events and productions
6. REALTOR Store: Online store selling professional signage, REALTOR®-branded apparel, and industry-standard tech products
7. Supra eKey Products: Electronic lockbox access products and support

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Southland Regional Association of REALTORS (SRAR) is a nonprofit regional professional trade association chartered by the National Association of REALTORS in 1920 that serves nearly 11,000 REALTOR members across the San Fernando and Santa Clarita Valleys. Its core offering centers on providing MLS access via CRMLS, continuing education and professional development, networking events, government affairs advocacy, and member benefits such as Supra electronic lockbox access, market trends data, and facility rentals.

Product overview

Southland Regional Association of REALTORS (SRAR) operates as a professional trade association offering a unified platform of real estate services centered around its MLS (Multiple Listing Service), member benefits portal, and educational programming. The core offering includes the MLS for the San Fernando and Santa Clarita Valleys, supplemented by member tools such as SRAR On Demand (video education archive), the SRAR Podcast, and market trend reporting. The association provides commercial real estate services through its Commercial & Investment Division, professional development via Education & Events, and community outreach through its Charitable Foundation. Key technology integrations include Matrix (CMA creation), InfoSparks (market analytics), RealReports (AI-powered property reports), Supra lockbox systems, and various member benefit platforms. The association also offers facility rentals (auditoriums, media room) and special programs like the First-Time Homebuyer Grant Program.

Differentiator

Problem solved

Functional benefit

Brands

• Commercial & Investment Division: Division providing networking and educational meetings for professionals working in commercial real estate
• SRAR On Demand
• SRAR Podcast
• SRAR First-Time Homebuyer Grant Program

Products and services

• Multiple Listing Service (MLS) Multiple Listing Service providing licensed real estate brokers, salespersons, and appraisers with listing data, property search tools, compliance resources, and Supra eKEY lockbox management for the San Fernando and Santa Clarita Valleys.
• SRAR On Demand On-demand video archive of previously recorded educational sessions, workshops, and expert-led seminars available to members 24/7 for reviewing live events, market updates, and professional skills training.
• Commercial & Investment Division Networking and educational programming for commercial real estate professionals, including C&I Networking Meetings and commercial real estate classes tailored to commercial members' needs.
• Market Trends Monthly market statistics and reports featuring graphs and charts on active listings, closed escrows, median list price, and median sales price for condominiums and single-family homes across the San Fernando Valley and Santa Clarita Valley.
• Education & Events Programming Professional development offerings including in-person classes, webinars, networking meetings, Leadership Academy, SRAR On Demand archive, and external education partnerships with The CE Shop and OnlineEd for real estate licensing and CE courses.
• SRAR Podcast Audio/video podcast providing in-depth insights, industry expert conversations, market updates, and practical tips for navigating the real estate landscape in the Southland region, available on YouTube and Spotify.
• Supra Single Access Lockbox access management tool allowing SRAR members to grant temporary, controlled lockbox access to out-of-area agents, contractors, photographers, and stagers, eliminating MLS boundary barriers.
• SRAR First-Time Homebuyer Grant Program $1,000 grant program for qualified first-time homebuyers, offered in partnership with the California Association of REALTORS Housing Affordability Fund, with 30 grants available on a first-come, first-served basis.
• SRAR Charitable Foundation 501(c)(3) nonprofit foundation established in 1990 supporting housing-related activities and community organizations across the San Fernando and Santa Clarita Valleys, including Family Promise, New Horizons, MAPS Charities, Safe Parking LA, Bridge to Home, Homes 4 Families, and Hope the Mission.
• Auditorium Rental Event space rental at Lake Balboa (San Fernando Valley, 120 capacity) and Santa Clarita Valley offices, including A/V equipment, kitchen facilities, and parking, available for weekday, weeknight, and weekend bookings to members and non-members.
• Media Room Rental Podcast and media recording studio available for rental to members and external parties for professional media production, bookable through an online reservation system.
• SRAR Store Online retail store offering professional signage, REALTOR-branded apparel, and industry-standard technology products for real estate professionals.
• REALTOR Membership Annual membership program for licensed REALTORS, affiliate members, and student members granting MLS access, professional development, networking, government affairs advocacy, and member benefits, available via online application forms.

Quantifiable outcome

• Nearly 11,000 members served across San Fernando and Santa Clarita Valleys
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability2 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• National Association of REALTORS® (NAR)coreStrategic or Co-development Partner · 1 January 1920SRAR is chartered by NAR and operates as a regional member association. SRAR participates in NAR programs including Code of Ethics training, fair housing requirements, and REALTOR® Party advocacy. Members access NAR member benefits through SRAR.
• California Association of REALTORS® (C.A.R.)coreStrategic or Co-development PartnerState-level trade association partner for California real estate professionals. SRAR coordinates with C.A.R. on legislative advocacy, member benefits, and professional standards. C.A.R. provides legal hotline and disaster relief resources.
• California Regional MLS (CRMLS)coreTechnology or IntegrationSRAR provides CRMLS access to members for listing data, property searches, and market statistics. CRMLS provides compliance resources, rules, and support for SRAR members.
• Supra (Electronic Lockbox Systems)coreTechnology or IntegrationSupra provides electronic lockbox technology (eKey) for secure property access. SRAR offers Supra Single Access allowing members to grant temporary access to out-of-area agents and contractors.
• Asian Real Estate Association of America (AREAA)minorGTM or Marketing PartnerAllied organization with North Los Angeles Chapter. Promotes diversity in real estate leadership and fair housing through collaborative programs.
• National Association of Hispanic Real Estate Professionals (NAHREP)minorGTM or Marketing PartnerAllied organization with San Fernando, Santa Clarita, and West San Fernando Valley chapters. Promotes Hispanic homeownership and professional development.
• LGBTQ+ Real Estate AllianceminorGTM or Marketing PartnerAllied organization promoting fair housing and diversity in real estate. SRAR champions diversity in leadership through this partnership.
• California Association of Black Real Estate Professionals (CABREP)minorGTM or Marketing PartnerAllied organization supporting Black real estate professionals and homeownership initiatives in California.
• National Association of Real Estate Brokers (NAREB)minorGTM or Marketing PartnerAllied organization representing Black real estate professionals. Consolidated Board of Realtists of Southern California affiliated through SRAR.
• Veterans Association of Real Estate Professionals (VAREP)minorGTM or Marketing PartnerAllied organization supporting veteran real estate professionals and homeownership for veterans through Los Angeles Chapter.
• Women's Council of REALTORS® (WCR)minorGTM or Marketing PartnerAllied organization with San Fernando Valley Chapter and Santa Clarita Valley Network. Promotes women's leadership in real estate.
• The CE ShopminorGTM or Marketing PartnerOnline real estate education provider offering 35% discount to SRAR members using code SUMMER35 for continuing education courses.
• OnlineEdminorGTM or Marketing PartnerOnline real estate education platform providing SRAR members with continuing education and professional development courses.
• Chinese American Real Estate Professionals (CAREPA)minorGTM or Marketing PartnerAllied organization promoting Chinese American real estate professionals and fair housing practices.
• SRAR Charitable FoundationcoreStrategic or Co-development Partner501(c)(3) charitable foundation (Tax ID 95-4323748) established 1990 supporting housing-related activities and community programs. Beneficiaries include Family Promise, New Horizons, MAPS Charities, Safe Parking LA, Bridge to Home, Homes 4 Families, and Hope the Mission.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• eXp World Holdings: Cloud-based brokerage operating a technology-driven, low-overhead agent model that competes for the same licensed REALTOR population as SRAR's members. Highly comparable as a structural alternative to traditional association-mediated real estate practice.
• Bright MLS: Large multi-state MLS serving the Mid-Atlantic. Not directly competitive with SRAR geographically but highly relevant as a comparable MLS-cooperative model that delivers the listing-data, compliance, and analytics infrastructure underlying an association's MLS offering.

Direct peers

• Pasadena-Foothills Association of REALTORS: Regional REALTOR association serving the Pasadena-Foothills area adjacent to SRAR's San Fernando Valley footprint. Operates as a NAR-chartered local association offering MLS, education, and government affairs services to a comparable member persona.
• San Diego Association of REALTORS: Major Southern California regional REALTOR association. Operates its own MLS platform and provides the same suite of membership, education, advocacy, and community programs as SRAR, serving a similar real estate professional persona at larger scale.
• Greater Los Angeles REALTORS (CLAW): Regional REALTOR association serving the broader Greater Los Angeles area. Direct peer to SRAR as a chartered NAR regional association providing MLS access, education, advocacy, and member services for licensed real estate professionals in overlapping SoCal markets.
• Orange County REALTORS: One of the largest regional REALTOR associations in California. Comparable to SRAR in providing membership services, MLS access, advocacy, and education to a Southern California real estate professional base, but at materially larger scale.
• Ventura County Coastal Association of REALTORS: NAR-chartered regional association serving Ventura County coastal communities directly adjacent to SRAR's territory. Offers the same core member-services stack (MLS, education, advocacy, networking) to a comparable Southern California member base.

Broad incumbents

• California Association of REALTORS (C.A.R.): State-level trade association that SRAR partners with for legislative advocacy and member benefits (including legal hotline and disaster relief). Functions as a broader incumbent in the same real estate services ecosystem, coordinating across all California regional associations including SRAR.
• National Association of REALTORS (NAR): National umbrella organization that charters SRAR and sets the REALTOR® Code of Ethics, fair housing, and MLS policy framework. Acts as the broadest incumbent in the same space; SRAR is essentially a regional franchisee of NAR's standards and brand system.

Others

• California Regional MLS (CRMLS): Technology partner and MLS infrastructure provider powering SRAR's MLS offering. While not a direct peer (it is a shared MLS cooperative), CRMLS is highly comparable as the underlying listing-data and compliance platform that SRAR's members access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SouthlandAOR
• YouTubeyoutube.com/user/SouthlandRegional
• Facebookfacebook.com/SouthlandRegional
• Instagraminstagram.com/southland_aor/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 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 Southland Regional Association of REALTORS