Monterey County Association of Realtors

What Monterey County Association of Realtors does

Monterey County Association of REALTORS (MCAR) is a private, non-profit professional trade association founded in 1995 and headquartered at 5 Harris Court, Building A, Monterey, California. It serves real estate professionals operating in Monterey County through a three-tier membership structure: Designated REALTOR (brokers responsible for firm licensees), REALTOR (salespersons and broker associates), and Affiliate (real estate-adjacent businesses such as title companies, mortgage lenders, home inspectors, and contractors). MCAR is a chartered local chapter of the California Association of REALTORS (C.A.R.) and the National Association of REALTORS (NAR); joining MCAR automatically confers C.A.R. and NAR membership and access to the federally registered REALTOR® trademark. The organization reports 1,250+ REALTOR members plus a substantial affiliate member base.

MCAR's core offering is an integrated membership bundle rather than proprietary technology. Members gain access to MLSListings, Inc. for the Multiple Listing Service; Supra eKey electronic lockbox (with cross-county interoperability across Monterey, Santa Cruz, San Benito, San Mateo, Santa Clara, and Silicon Valley); zipForms digital transaction documents via C.A.R.; a free Tech Helpline for device and software support; weekly broker caravan tours; monthly in-person marketing meetings in Salinas and the Peninsula; dispute resolution, mediation, and arbitration services; government affairs advocacy covering water, fire safety, transfer taxes, and local selling regulations; and the Monterey County Local Specialist (MCLS) certification. A separate 501(c)(3) entity, the MCAR Charitable Trust (renamed from Scholarship Trust in October 2004), provides scholarships to Monterey County college-bound seniors.

Revenue is generated through annual membership dues across the three tiers, recurring monthly fees for Supra eKey and MLSListings pass-throughs, affiliate dues, and event sponsorships (marketing meetings, guest speakers, Social Media Spotlight). Go-to-market is sales-led and relationship-driven: prospective members contact MCAR directly by email, complete applications and orientation, and renew annually (MCAR dues cycle in July, C.A.R./NAR in January). Leadership comprises CEO Kevin Stone, Government & Community Affairs Director Adam Pinterits, a Professional Standards Administrator, Financial Coordinator, Member Data & Accounts Coordinator, and Member Support staff; governance is provided by an elected Board of Directors including 2024 President Tammy LaSala. The organization has no private equity, venture capital, or external institutional ownership.

Name

Monterey County Association of Realtors

Legal name

Monterey County Association of REALTORS

Website

https://mcar.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

MCAR is a non-profit local REALTOR association serving 1,250+ real estate professionals in Monterey County, California. It bundles membership with MLS, Supra eKey, zipForms, Tech Helpline, advocacy, and networking as a NAR/C.A.R. chartered chapter.

Ownership category

akta.pro rank

Product category

Real Estate Professional Trade Association

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYEDAAALAI

Real Estate, Appraisal & Mortgage (Agent/Broker CE, Appraiser CE)

Education/Adult & Continuing Education/Professional Licensure & Continuing Professional Education (CE/CPE)

SECONDARYBPAGAKAC

Corporate Foundations & CSR Grantmaking

Business & Public Services/Nonprofit, NGO & Social Services/Philanthropy, Foundations & Grantmaking

Keywords

• Real estate association
• Realtor membership services
• Professional trade association
• MLS access services
• Real estate advocacy

Headquarters

HQ city

Del Rey Oaks

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. REALTOR® Membership Dues: Annual dues from real estate agents and brokers who join as REALTOR® members. Dues also include California Association of REALTORS® (C.A.R.) and National Association of REALTORS® (N.A.R.) membership fees.
2. Designated REALTOR® Membership Dues: Annual dues from broker/office designated REALTORs who are responsible for licensees in their firm.
3. Affiliate Membership Dues: Annual dues from businesses related to real estate (title companies, mortgage lenders, inspectors, etc.) who join as affiliate members for networking and marketing opportunities.
4. Supra eKey Fees: Monthly fees for Supra electronic key access to lockboxes, due on the 26th of every month.
5. MLSListings Fees: MLS access fees through MLSListings, Inc., due depending on join date and payment option selected.
6. Event Sponsorships: Revenue from sponsors of marketing meetings, annual events, and educational programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Monterey County Association of REALTORS (MCAR) is a professional trade association serving real estate professionals in Monterey County, California. It provides a three-tier membership program (Designated REALTOR, REALTOR, and Affiliate) that bundles access to industry-standard tools including Supra eKey lockboxes, zipForms document management, MLSListings access, and Tech Helpline support, along with networking events, professional standards enforcement, government affairs advocacy, and educational programs.

Product overview

The Monterey County Association of REALTORS (MCAR) is a professional trade association serving real estate professionals in Monterey County, California. The organization offers a unified membership program with three tiers: Designated REALTOR (Broker), REALTOR (Salesperson/Broker Associate), and Affiliate members. The core membership package includes access to Supra eKey electronic lockbox system, zipForms document software, Tech Helpline support, and MLSListings access. Supporting programs include MCAR Tour (weekly broker caravan), Marketing Meetings (monthly events in Salinas and Peninsula), Social Media Spotlight (video promotion for affiliates), Guest Speaker Program, Room Rental, and Dispute Resolution Services. Community initiatives include the MCAR Charitable Trust scholarship program and various committees for governance, education, and advocacy. The organization also provides Government Affairs resources including city selling regulations, water resources, fire safety, and transfer tax information for its jurisdiction.

Differentiator

Problem solved

Functional benefit

Brands

• MCAR Charitable Trust: A Non-Profit Corporation 501(c)(3) based in Monterey, California, providing annual scholarships to college-bound seniors throughout Monterey County.
• MCAR Tech Helpline

Products and services

• MCAR Membership (Designated REALTOR / REALTOR / Affiliate Tiers) Three-tier membership program for real estate professionals in Monterey County. Designated REALTOR tier for brokers managing licensees; REALTOR tier for licensed agents and broker associates; Affiliate tier for real estate service businesses. All tiers include Supra eKey, zipForms, MLSListings access, Tech Helpline, marketing meetings, and advocacy.
• Tech Helpline Support Service Free multi-channel tech support service for MCAR members covering computers, tablets, printers, scanners, and smartphones. Accessible via phone, live chat, or email at no additional cost. Includes mobile app.
• MCAR Tour (Broker Caravan) Weekly broker caravan tour program where REALTORS tour property listings. Tour reports are posted each Monday, Tuesday, and Wednesday afternoon. Members can receive courtesy tour reports by email the day before scheduled tours.
• Monthly Marketing Meetings (Salinas & Peninsula) Monthly in-person marketing meetings held in Salinas (3rd Thursday at Digital Nest) and Peninsula/Monterey-Carmel (1st Wednesday at MCAR). Provides networking opportunities, guest speakers, and affiliate sponsorship opportunities.
• Social Media Spotlight Program Free affiliate member benefit allowing businesses to create 60-second video reels promoted on MCAR's Instagram Reels, Stories, and Facebook pages.
• Guest Speaker Program Opportunity for real estate-related businesses to speak at MCAR marketing meetings as a one-time invitation to showcase offerings and connect with REALTOR members.
• Dispute Resolution Services Professional standards administration including mediation, arbitration, Code of Ethics enforcement, ethics complaint handling, and ombudsman hotline services provided through California Association of REALTORS.
• MCAR Charitable Trust Scholarship Program Non-profit 501(c)(3) corporation providing annual scholarships to college-bound seniors throughout Monterey County. Operates as a separate non-profit entity governed by 7-12 trustees confirmed by the MCAR Board of Directors.
• Community Room and Director's Room Rental Rental of MCAR's Community Room or Director's Room at the Monterey headquarters for member meetings and client meetings.
• Government Affairs Resources and Advocacy Government affairs program providing resources on local requirements including water resources, fire safety, city selling requirements, transfer taxes, tax portability, and advertising guidelines, including a City Selling Regulations Guide for Monterey County jurisdictions. Includes REALTOR Action Fund political advocacy.
• MCLS (Monterey County Local Specialist) Certification Program Monterey County Local Specialist certification program featuring educational sessions and community service requirements for REALTOR members seeking to demonstrate expertise in the local market.

Quantifiable outcome

• Access to over 1,250 REALTOR® members for networking and referrals

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered core.

• MLSListings, Inc.coreTechnology or IntegrationMLSListings, Inc. provides the Multiple Listing Service access for MCAR members. The partnership allows REALTORS® to list properties, access listing data, and participate in broker tours through MLSListings.
• California Association of REALTORS® (C.A.R.)coreStrategic or Co-development PartnerState-level association partnership. When members join MCAR, they automatically become members of C.A.R. and NAR. C.A.R. provides resources, legal support, legislative advocacy, and member discounts.
• National Association of REALTORS® (NAR)coreStrategic or Co-development PartnerNational association partnership providing Code of Ethics training, professional standards frameworks, and industry advocacy at the federal level.
• Tech HelplinecoreTechnology or IntegrationFree tech support service for MCAR members provided through Tech Helpline. Includes support for computers, tablets, printers, scanners, and smartphones. Available via phone, live chat, or email with no additional charges.
• Supra eKeycoreTechnology or IntegrationSupra eKey provides electronic lockbox access for MCAR members. The eKey app works on iPhone and Android, and iBox BT LE lockboxes can be purchased at the MCAR office. Access works across Monterey, Santa Cruz, San Benito, San Mateo, Santa Clara & Silicon Valley counties.
• zipFormscoreTechnology or IntegrationzipForms document management platform is included as a free member benefit through California Association of REALTORS®. Members create accounts at car.org to access digital real estate forms.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• Supra (United Real Estate): Lockbox/eKey technology vendor that underpins MCAR's showing-access offering across six Bay Area counties; adjacent infrastructure rather than a direct peer association.
• MLSListings, Inc. Core MLS technology partner that MCAR resells access to; adjacent infrastructure provider rather than a competing association, but materially comparable to MCAR's members-facing MLS workflow.

Regional players

• Orange County Association of REALTORS: Another large Southern California local REALTOR chapter operating under the NAR/CAR model; comparable governance, ethics enforcement, and member services but in a separate regional market.
• Greater San Diego Association of REALTORS: Larger California local REALTOR association outside MCAR's geography but operating the same NAR/CAR chapter model with similar three-tier membership and advocacy programs.

Broad incumbents

• California Association of REALTORS (C.A.R.): State-level REALTOR trade association with which MCAR holds core mutual affiliation; provides zipForms and ethics training that MCAR resells to members. C.A.R. is the broader incumbent umbrella over local chapters like MCAR.
• National Association of REALTORS (NAR): National umbrella trade association; MCAR membership automatically enrolls agents in NAR. Owns the REALTOR trademark and Code of Ethics that define the value chain in which MCAR operates.

Direct peers

• San Mateo County Association of REALTORS (SAMCAR): Local REALTOR association in adjacent Bay Area county with parallel membership tiers, ethics training, and MLS partnerships; another chapter inside MCAR's Supra eKey coverage area.
• Santa Cruz County Association of REALTORS: Direct neighbor local chapter in the Monterey Bay region; comparable scale, mission, and reliance on MLSListings/Supra eKey as member tools.
• Santa Clara County Association of REALTORS: Sister local REALTOR association in adjacent Northern California county operating the same three-tier membership model, MLS access, and Supra eKey integration; closest functional peer given shared Supra eKey footprint and member structure.
• San Benito County Association of REALTORS: Smaller neighboring local REALTOR association also operating within the same MLSListings and Supra eKey regional footprint, serving a similar member profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MontereyCounty
• Instagraminstagram.com/nwirealtors/?hl=en
• Xx.com/mcar_team

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Monterey County Association of Realtors