Lakeland Realtors

What Lakeland Realtors does

Lakeland REALTORS (legal name: Lakeland Association of REALTORS) is a non-profit professional trade association founded in 1923 and headquartered at 619 East Orange Street, Lakeland, Florida. It operates under a charter issued by the National Association of REALTORS in 1941 as part of a three-tier structure (local, Florida REALTORS, NAR), serving approximately 1,500+ REALTOR and affiliate members in Polk County. The association is governed by a volunteer Board of Directors with day-to-day operations led by a small staff of six (four full-time, two part-time) headed by a Chief Executive Officer (Heather Cook per management team data; conflicting entry for Barbara Barnes noted).

The core offering is the REALTOR Membership program, which bundles access to education, advocacy, ethics and dispute resolution (Code of Ethics enforcement, arbitration, ombudsman/mediation), networking, RPAC political advocacy, and discounts via partners such as Tickets at Work. Adjacent modules include the Young Professionals Network, an affiliated charitable arm (Lakeland Association of REALTORS Foundation, Inc.), the annual Room Makeover Project, and community programs including the Charity Golf Scramble (over $10,000 raised for Hope House in 2025) and cumulative charitable giving that funded two police K9 officers (LARS I and LARS II). The association is the local conduit for Stellar MLS access and leases SUPRA electronic lockbox infrastructure (eKey $65/quarter + $75 activation; iBox $20/year) to members.

Revenue is generated through recurring annual REALTOR membership dues (specific amounts not publicly disclosed), Preferred Business Partner memberships (flexible tiers including multi-representative options for 2026), quarterly SUPRA eKey leases and annual iBox leases, and one-time transfer fees ($50 per office transfer). Distribution is via direct enrollment with a Member Services Director, online application through Adobe Sign, and education classes delivered in-person, through Stellar University, and through The CE Shop online portal. There is no proprietary technology product, no app, and no disclosed AI or ML capabilities; the technology stack is composed of third-party SaaS (GrowthZone billing, Stellar MLS, SUPRA, The CE Shop, Adobe Sign) plus the association's own member portal.

Name

Lakeland Realtors

Legal name

Lakeland Association of REALTORS

Website

https://lakelandrealtors.org

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

1–10 employees

Short description

Lakeland REALTORS is a non-profit professional trade association founded in 1923 and chartered by the National Association of REALTORS, serving 1,500+ REALTOR and affiliate members in Polk County, Florida through membership dues, education, ethics enforcement, advocacy, and SUPRA lockbox leasing.

Ownership category

akta.pro rank

Product category

Real Estate Trade Association Services

NAICS

Offices of Real Estate Agents and Brokers (531210)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Membership Organizations (8600)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

akta.pro secondary industry

Land & Development Site Brokerage (BPAJABAG)

Keywords

• Real estate trade association
• REALTOR membership services
• Professional association advocacy
• Real estate continuing education
• Electronic lockbox leasing

Headquarters

HQ city

Lakeland

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, Others, Technology or R&D

Revenue model

1. REALTOR Membership Dues: Annual membership dues charged to licensed real estate professionals including Sales Associates, Broker Associates, and REALTORS. Members receive access to education, advocacy, networking, and member benefits.
2. Preferred Business Partner Membership: Annual membership fees from non-licensed professionals including mortgage lenders, banks, attorneys, home inspectors, title companies, and insurance providers who wish to connect with REALTORS.
3. SUPRA Key Box and eKey Lease: Quarterly leasing fees for SUPRA electronic key boxes and eKey application access. eKey costs $65.00 quarterly plus $75.00 one-time activation fee. iBox costs $20.00 each annually (prorated).
4. Transfer Fees: One-time transfer fees for members switching brokerages or transferring from another REALTOR association. Office transfers carry a $50 fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Lakeland REALTORS is a nonprofit professional trade association that recruits licensed real estate professionals and supporting industry partners as members, granting them access to continuing education, advocacy, networking, and shared tools such as SUPRA electronic lockboxes. Membership, ethical standards enforcement, and member business referrals form the core of what the organization sells; supplemental revenue comes from Preferred Business Partner memberships and electronic keybox leasing.

Product overview

Lakeland REALTORS is a professional trade association providing a membership-based platform with multiple integrated services for real estate professionals. The core offering is the REALTOR Membership program which provides access to the Supra eKey and iBox electronic lockbox system, Stellar MLS listing services, and the member portal for directory access and event registration. Additional modules include RPAC political advocacy, Preferred Business Partner membership, the Young Professionals Network, online education via CE Shop partnership, ethics and dispute resolution services, and community engagement through the Lakeland REALTORS Foundation and Room Makeover Project. The organization does not offer a software product but provides services across education, advocacy, professional standards, and community involvement for 1500+ member real estate professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• REALTOR Membership Recurring annual membership for licensed real estate Sales Associates, Broker Associates, and REALTORS affiliated with an NAR-member broker, granting access to advocacy, education, networking, ethics enforcement, and membership in Florida REALTORS and NAR.
• Preferred Business Partner Membership Annual membership tier for non-licensed professionals (mortgage lenders, banks, attorneys, home inspectors, title companies, insurance providers) seeking networking, sponsorships, and referral access to 1,500+ REALTOR members in flexible tiers accommodating multiple representatives per company.
• SUPRA eKey and iBox Leasing Leasing service for the SUPRA eKey mobile application ($65 quarterly plus $75 one-time activation) and SUPRA iBox BTLE electronic keyboxes ($20 each annually, prorated), enabling secure key storage and access tracking for property showings.
• Online Education via The CE Shop Partnership Members-only discounted access to online post-licensing courses (45-hour Sales Associate, 60-hour Broker) and continuing education (14 hours biennial renewal) through the CE Shop portal, supporting license compliance and professional development.
• Ethics and Dispute Resolution Services Professional standards enforcement services including Code of Ethics training, ethics complaint processing (180-day filing window), arbitration for commission disputes, and ombudsman/mediation for transaction disputes, available to REALTOR members.
• Brokerage Transfer Administration Administrative transfer service for members switching brokerages or moving from another REALTOR association, with a $50 per-transaction office transfer fee and standard processing within 1-2 business days.

Quantifiable outcome

• 84% of homebuyers say they would work with the same REALTOR again

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• National Association of REALTORS (NAR)coreStrategic or Co-development PartnerThree-tier membership gives members access to education, advocacy, tools, and benefits at every level of the industry. Lakeland REALTORS is chartered by NAR and participates in RPAC, Code of Ethics enforcement, and professional standards.
• Florida REALTORScoreStrategic or Co-development PartnerState-level association partnership providing members with Florida-specific benefits, legislative advocacy, and state-level RPAC contributions.
• SUPRAcoreTechnology or IntegrationSUPRA provides electronic key box (iBox) and eKey technology for members to safely access listing keys. Lakeland REALTORS leases Supra products to members including eKey app ($65 quarterly) and iBox ($20 annually).
• Stellar MLScoreTechnology or IntegrationStellar MLS is the Multiple Listing Service used by Lakeland members. The association provides training through Stellar University and directs members to learn.stellarmls.com for MLS classes.
• The CE ShopcoreStrategic or Co-development PartnerExclusive partnership providing members with discounts on online real estate education including post-licensing and continuing education courses. Access to CE Shop through dedicated Lakeland REALTORS portal.
• Polk County Property AppraiserminorOthersReferenced in education resources for members to access property information.
• Florida Department of Business and Professional Regulation (DBPR)coreOthersState licensing authority for real estate professionals. Members must maintain licenses through DBPR and the association supports compliance with state requirements.
• Tickets at WorkminorGTM or Marketing PartnerEmployee perks platform offering discounts on travel, entertainment, car rentals, and other member benefits through NAR partnership.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Northeast Florida Association of REALTORS: Regional REALTOR association serving Northeast Florida including Jacksonville. Comparable in structure as a chartered local association offering the standard NAR three-tier membership and member services portfolio.
• Sarasota-Manatee REALTOR Association: Local REALTOR association serving Sarasota and Manatee counties. Comparable chartered association offering the same three-tier NAR membership, MLS access, education, and advocacy services to Florida real estate professionals.
• Greater Tampa REALTORS: Local REALTOR association serving the Tampa Bay area in Florida. Directly comparable as a chartered local association offering membership, MLS access, advocacy, and education to licensed real estate professionals in a neighboring Florida market.
• Orlando Regional REALTOR Association: Regional REALTOR association covering the Orlando metropolitan area. Comparable local trade association providing membership services, MLS, advocacy, and education to real estate professionals in another fast-growing Florida market.
• Pinellas REALTOR Organization: County-level REALTOR association in Pinellas County, Florida. Closely comparable in structure, scale, and service mix to Lakeland REALTORS as a chartered local association serving a Florida coastal market.
• Pasco REALTORS: Local REALTOR association serving Pasco County, adjacent to Polk County. Closely comparable as a regional chartered REALTOR association with similar membership dues, education programs, and partner sponsorship models.
• Realtors of the Palm Beaches and Greater Fort Lauderdale: Large Florida REALTOR association serving the Palm Beach and Fort Lauderdale area. Comparable chartered local association offering membership, MLS, advocacy, and education, though at significantly larger scale than Lakeland REALTORS.

Broad incumbents

• Florida REALTORS: State-level REALTOR association chartered by NAR that all Lakeland REALTORS members are automatically part of. Operates as a broader, statewide umbrella rather than a local membership organization, providing legislative advocacy, statewide education, and RPAC coordination.
• National Association of REALTORS (NAR): National trade association that charters Lakeland REALTORS. Provides overarching Code of Ethics framework, national advocacy, designation programs, and the three-tier membership structure within which Lakeland operates.

Others

• Stellar MLS: Multiple Listing Service used by Lakeland REALTORS members. Not a peer association but an enabling infrastructure provider whose technology platform is core to how members conduct transactions and access property data.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/LkldREALTORS
• YouTubeyoutube.com/channel/UCwIzhPOpPscVQWesSXOZivw?view_as=subscriber
• Facebookfacebook.com/OfficialLakelandRealtors
• Instagraminstagram.com/lakelandrealtors
• Pinterestpinterest.com/lakelandrealtors
• LinkedInlinkedin.com/company/lakeland-association-of-realtors

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Lakeland Realtors