Greater Milwaukee Association of REALTORS

What Greater Milwaukee Association of REALTORS does

The Greater Milwaukee Association of REALTORS (GMAR), founded in 1892 and headquartered at 11430 W. North Avenue in Milwaukee, is a private professional trade association serving nearly 4,000 real estate practitioners across the four-county southeastern Wisconsin metropolitan area. It operates as a local board affiliated with the National Association of REALTORS (NAR) and the Wisconsin REALTORS Association (WRA), with membership tiers spanning Designated REALTOR (broker/manager), Sales Associate, and Affiliate (allied service businesses). The association's stated focus areas are government affairs advocacy (via RPAC), ethics enforcement under the NAR Code of Ethics, and provision of Multiple Listing Service (Metro MLS) access to members.

GMAR's product and service stack bundles membership with the SentriLock electronic lockbox system and SentriKey Mobile App (resold/integrated from a technology partner), the Tether RE Safety Service mobile application, a members-only legal hotline, Fair Housing training (Fairhaven simulation, Bias Override, NAR-speaker webinars), new member orientation, professional standards arbitration, and the Youth Foundation charitable program established in 1951. Distribution is community-led: members enroll via the gmar.com website, attend new member orientation, and engage through events (GMAR Golf Outing, Brewers Bash, RPAC Auction, Shredfest, Fair Housing events), a content blog, email newsletters (Designated REALTOR Hotline Hottips, Ethics Exchange), and Instagram (YPN).

Revenue is generated primarily through annual membership dues (recurring subscription) and event registration fees plus corporate sponsorships from allied businesses such as mortgage lenders, title companies, and event venue partners. Specific dues pricing is not publicly disclosed. The organization is governed by an elected Board of Directors, currently led by President Mike Ruzicka, and operates staff contacts including Michelle Kohn and Marne Stuck.

Name

Greater Milwaukee Association of REALTORS

Legal name

Greater Milwaukee Association of REALTORS®

Website

https://gmar.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

1–10 employees

Short description

The Greater Milwaukee Association of REALTORS (GMAR), founded in 1892, is a private professional trade association serving nearly 4,000 real estate practitioners in southeastern Wisconsin. It bundles MLS access, Code of Ethics enforcement, RPAC advocacy, lockbox services, education, and networking under annual membership dues and event sponsorship revenue.

Ownership category

akta.pro rank

Headquarters

HQ city

Milwaukee

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. Membership Dues: GMAR generates revenue through membership dues from nearly 4,000 real estate professionals who conduct business throughout southeastern Wisconsin. The association offers various membership tiers including Designated REALTOR (broker/manager), Sales Associate, and Affiliate memberships.
2. Event Fees and Sponsorships: Revenue from event registration fees (such as GMAR Golf Outing, Brewers Bash, RPAC Auction, Youth Foundation tournaments) and corporate sponsorships from member businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

GMAR is a regional professional trade association serving nearly 4,000 real estate professionals in southeastern Wisconsin. It sells annual memberships (Designated REALTOR®, Sales Associate, and Affiliate tiers) and delivers member services including Metro MLS access, ethics enforcement under the NAR Code of Ethics, government affairs advocacy via RPAC, professional development and fair housing training, a legal hotline, and the SentriLock/SentriKey lockbox access system. It also produces housing statistics and research for the metropolitan Milwaukee market.

Product overview

The Greater Milwaukee Association of REALTORS (GMAR) operates as a professional trade association offering a platform of interconnected services for real estate professionals in southeastern Wisconsin. The core offerings include the SentriLock electronic lockbox system with its SentriKey Mobile App for secure property access management, comprehensive housing market research and statistics services, and member-focused programs including legal hotline consultation, ethics enforcement, fair housing training, and new member orientation. GMAR also provides advocacy through RPAC, community enrichment via the Youth Foundation, professional development events, and a service directory. The association connects its nearly 4,000 member REALTORS to critical resources including the Metro MLS listing database, educational content through YouTube videos, and calendar integration tools for event management.

Differentiator

Problem solved

Functional benefit

Brands

• Youth Foundation: Program promoting the welfare and betterment of children and young people up to 25 years of age through education, social services, and the arts.
• Women's Council of REALTORS®

Products and services

• GMAR Membership Services Annual professional membership program for real estate professionals in southeastern Wisconsin, offered in three tiers — Designated REALTOR® (broker/manager responsible for a real estate firm), Sales Associate (individual licensed agents affiliated under a Designated REALTOR®), and Affiliate (businesses allied to the industry). Members receive access to Metro MLS, ethics enforcement, RPAC advocacy, professional development, networking events, fair housing training, and member benefits including a service directory.
• SentriLock Electronic Lockbox System

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• National Association of REALTORS® (NAR)coreOthersGMAR is a local association affiliated with the National Association of REALTORS, the largest trade association in the US with 1.4 million members. GMAR members are automatically NAR members and subject to its Code of Ethics.
• Wisconsin REALTORS® Association (WRA)coreOthersState-level trade association partnership providing advocacy, education, and resources for Wisconsin real estate professionals.
• Metro MLScoreTechnology or IntegrationMultiple Listing Service providing property listings and market data for the greater Milwaukee metropolitan area, accessible to GMAR members.
• SentriLockcoreTechnology or IntegrationElectronic lockbox provider offering SentriKey Mobile App for secure remote property access. GMAR promotes SentriLock services and provides training videos and sign-up resources.
• Young Professionals Network (YPN)minorOthersGMAR sub-group on Instagram (gmar.ypn) focused on networking and professional development for young real estate professionals.
• Women's Council of REALTORS®minorOthersGMAR partnership with the Women's Council of REALTORS Milwaukee chapter, advancing women as professionals and leaders in the industry.
• Youth FoundationminorOthersGMAR-managed foundation supporting youth up to age 25 through education, social services, and the arts. Founded in 1951 with roots in real estate industry.
• A+ Mortgage ServicesminorGTM or Marketing PartnerPresenting sponsor for the 2026 GMAR Golf Outing
• Citizens BankminorGTM or Marketing PartnerGold sponsor for the 2026 GMAR Golf Outing
• Cream City MortgageminorGTM or Marketing PartnerGold sponsor for the 2026 GMAR Golf Outing
• Ironwood Golf CourseminorOthersVenue partner for the annual GMAR Golf Outing held July 7, 2026
• American Family Field/Johnsonville Party DeckminorOthersVenue for the GMAR Brewers Bash event featuring Brewers vs Arizona Diamondbacks game

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cleveland Area Board of REALTORS: Regional REALTOR association serving the Cleveland metropolitan area. Comparable to GMAR in structure and Midwestern regional scope, providing MLS, ethics, and advocacy services to its local REALTOR membership.
• Minneapolis Area Association of REALTORS: Regional REALTOR association serving the Twin Cities metro. Closely comparable to GMAR in scope, member services, MLS partnerships, and Midwestern regional footprint, with similar NAR-affiliated governance and ethics enforcement model.
• Chicago Association of REALTORS: Regional REALTOR trade association serving the Chicago metropolitan area. Directly comparable to GMAR as a local NAR-affiliated association providing MLS access, ethics enforcement, advocacy, and professional development for real estate professionals in a major Midwestern metro.
• St. Louis REALTORS: Regional REALTOR association serving the St. Louis metropolitan area. Comparable to GMAR as a Midwestern local REALTOR association with similar MLS, ethics, government affairs, and member-service programs.
• Greater Detroit Association of REALTORS: Regional REALTOR trade association serving the Detroit metropolitan area. Closely comparable to GMAR as a Midwestern local NAR affiliate offering MLS access, ethics enforcement, advocacy, and professional development for licensees.

Broad incumbents

• National Association of REALTORS (NAR): National umbrella trade association for REALTORS in the US with 1.4 million members. Directly comparable as the parent body whose Code of Ethics, designation, and RPAC framework GMAR localizes and enforces for its ~4,000 members.
• Wisconsin REALTORS Association (WRA): State-level REALTOR trade association for Wisconsin and a direct partner of GMAR. Comparable as a higher-tier trade association providing advocacy, education, and resources that complement GMAR's local services.
• Metro MLS: Multiple Listing Service provider for the greater Milwaukee area and a core technology partner of GMAR. Comparable because it underpins GMAR's MLS access member benefit and operates at a broader regional scale across multiple local associations.

Regional players

• Illinois REALTORS: State-level REALTOR trade association for Illinois. Comparable as a state-tier peer to WRA and a higher-tier trade association whose structure mirrors GMAR's relationship to its state body.
• Indiana Association of REALTORS: State-level REALTOR association for Indiana. Comparable to WRA as a state-tier peer; relevant as a sibling trade body that competes for member mindshare and advocacy influence in the broader Midwest.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GMAR1892
• Facebookfacebook.com/MilwaukeeREALTORS

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Greater Milwaukee Association of REALTORS