Pensacola Association of REALTORS

What Pensacola Association of REALTORS does

Pensacola Association of REALTORS (PAR), legally Pensacola Association of REALTORS, Inc., is a private, member-based nonprofit professional trade association founded in 1925 and headquartered at 107 West Main Street, Pensacola, Florida. It serves over 2,500 REALTOR members in the Florida Panhandle, with a small staff of 1-10 employees and a Santa Rosa Branch extending coverage to the broader regional market. The association operates a platform-plus-services model centered on two MLS products: Pensacola MLS for residential listings and Gulf Coast CMLS for commercial and industrial properties, both powered by the Paragon MLS platform. These core data services are complemented by a member portal (Rapams-based) for event registration and dues payment, the Supra eKEY electronic lockbox system for property access, monthly residential market reports, an online store, continuing education programs delivered through partnerships with The CE Shop and the Center for REALTOR Development, and a Young Professionals Network for newer agents.

The business model is membership dues-driven with ancillary revenue from event ticket sales (e.g., $25 monthly luncheons, $65 installation banquets), a $200 new-member application fee, Supra eKEY/lockbox sales, and online store merchandise. The association derives additional member benefits from layered partnerships with Florida REALTORS (Legal Hotline, Tech Helpline, forms) and the National Association of REALTORS (insurance, marketing materials, NRDS access), which it passes through to its members. Distribution is regional and direct, conducted through the PAR website, member portal, social media channels (Facebook, Instagram, Twitter, YouTube, LinkedIn), and a weekly PAR Hotsheet newsletter. The organization is governed by a Board of Directors with elected leadership — Walter Pierce was elected 2026 President — and recognized through an annual PAR Awards program and an Honor Society jointly administered with Florida REALTORS. As a 100-year-old institution, PAR's strategic posture is one of institutional continuity and member service stewardship rather than disruptive growth.

Name

Pensacola Association of REALTORS

Legal name

Pensacola Association of REALTORS, Inc.

Website

https://pensacolarealtors.org

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

1–10 employees

Short description

Pensacola Association of REALTORS is a nonprofit professional trade association serving over 2,500 REALTOR members in the Florida Panhandle, providing residential and commercial MLS access, continuing education, Supra eKEY lockbox services, market reports, and advocacy through partnerships with Florida REALTORS and NAR.

Ownership category

akta.pro rank

Product category

Real Estate Trade Association Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Affordable Housing & First-Time Buyer Brokerage (BPAJAAAD)

akta.pro secondary industry

Tenant Representation & Corporate Services Brokerage (BPAJABAJ)

Keywords

• Real estate association
• MLS services
• REALTOR membership
• Property listing
• Real estate education

Headquarters

HQ city

Pensacola

HQ country

United States

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, Infrastructure

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

Pensacola Association of REALTORS (PAR) is a member-based professional trade association that serves over 2,500 licensed real estate professionals in the Florida Panhandle. Its core offering centers on providing access to two Multiple Listing Services—Pensacola MLS for residential properties and Gulf Coast CMLS for commercial/industrial properties—alongside member services including the Supra eKEY/lockbox system, continuing education, networking events, market reports, and political advocacy through RPAC.

Product overview

Pensacola Association of REALTORS is a professional real estate trade association offering a platform-plus-services model. The core offering centers on dual MLS platforms: Pensacola MLS for residential properties and Gulf Coast CMLS for commercial/industrial properties. These are complemented by member services including the PAR Member Portal, Supra eKEY/lockbox system for property access, and PAR Education Programs providing CE courses and designations. The association also publishes monthly Market Reports and operates an Online Store. The Young Professionals Network supports career development for new members.

Differentiator

Problem solved

Functional benefit

Products and services

• Pensacola MLS Residential Multiple Listing Service providing property search functionality and listing data for real estate professionals in the Pensacola area. Used by REALTOR members and the public to search and list residential properties.
• Gulf Coast CMLS Commercial Multiple Listing Service for REALTORS with commercial and industrial properties in the Pensacola jurisdiction. Used by members to list and search commercial real estate inventory.
• Supra eKEY/Lockbox System Electronic key system for secure property access, including smartphone-based eKEY software and physical lockbox inventory available for purchase by REALTOR members.
• PAR Member Portal Online portal for members to access event registration, membership dues payment, and member services.
• PAR Education Programs Continuing education, post-licensing courses, and designations offered through partnerships with the Center for REALTOR Development and The CE Shop at discounted rates for members.
• Market Reports Monthly residential market reports providing statistical data on housing trends, sales volumes, and pricing in the Pensacola area.
• PAR Online Store E-commerce platform offering REALTOR branded products, merchandise, and real estate related materials.
• Young Professionals Network Member-driven organization helping new real estate professionals advance their careers through networking, education, and community involvement.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Pensacola MLScoreTechnology or IntegrationThe association directs members and the public to Pensacola MLS for residential property searches. PAR provides MLS orientation to new members.
• Gulf Coast CMLScoreTechnology or IntegrationCommercial Multiple Listing Service providing commercial property listings for members.
• Florida REALTORS®coreStrategic or Co-development PartnerState-level association providing Legal Hotline, Tech Helpline, updated forms, and additional member benefits to PAR members.
• National Association of REALTORS®coreStrategic or Co-development PartnerNational association providing insurance benefits, instructive books, marketing materials, and access to the NRDS database.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Orlando Regional REALTOR Association: Regional REALTOR association serving Central Florida with MLS, professional development, and governmental affairs. Direct peer in structure (local/regional association) and offerings (MLS plus member services) to PAR.
• Northeast Florida REALTORS: Northeast Florida regional REALTOR association (Jacksonville area) offering MLS and member services. Same type of local/regional trade association serving a defined Florida geography.
• Greater Tampa REALTORS: Tampa Bay area REALTOR association offering MLS access, education, and advocacy. Closely comparable Florida local trade association with a parallel member-services-plus-MLS model.
• Miami REALTORS: Large Florida local REALTOR association providing MLS, education, and advocacy to members in the Miami-Dade market. Directly comparable as another Florida-based local trade association with MLS infrastructure and member services.

Others

• Zillow Group: Major consumer real estate platform and listings aggregator. Adjacent ecosystem player whose agent-ad and Premier Agent businesses compete for member marketing dollars and could influence member perceptions of association value.
• Realtor.com: Consumer-facing real estate search portal operated by Move, Inc. (an NAR-affiliated entity). Adjacent rather than directly competitive, but represents a channel through which PAR member listings are surfaced to consumers and a potential disintermediation vector.

Emerging players

• Stellar MLS: Large regional MLS serving multiple Florida and surrounding markets with a modern, API-driven platform. Comparable as a competing MLS infrastructure provider whose technology investments could pressure smaller local MLS systems like Pensacola MLS.
• Bright MLS: Multi-state regional MLS covering the Mid-Atlantic with a unified listing platform. Relevant peer to assess scale and technology trends that may eventually attract Pensacola-area brokers away from a local MLS.

Broad incumbents

• Florida REALTORS: State-level REALTOR trade association that provides Legal Hotline, Tech Helpline, forms, and advocacy to PAR and other Florida local associations. Broader incumbent operating one level up from PAR in the three-tier association structure.
• National Association of REALTORS: National umbrella REALTOR trade body providing insurance, marketing, NRDS, and Code of Ethics infrastructure to PAR. The broad incumbent at the top of the U.S. REALTOR association hierarchy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/pnsREALTORS
• YouTubeyoutube.com/channel/UCLNMZG3jnHL_7paHPMyb3cA
• Facebookfacebook.com/pnsREALTORS
• LinkedInlinkedin.com/company/pensacola-association-of-realtors-inc.
• Instagraminstagram.com/pnsREALTORS

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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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 Pensacola Association of REALTORS