Charlottesville Area Association of REALTORS

Name

Charlottesville Area Association of REALTORS

Legal name

Charlottesville Area Association of REALTORS®

Website

https://caar.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Charlottesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. REALTOR® Membership Dues: Primary members pay local, state and national dues through CAAR. Secondary members pay current state or national dues through another association/board. Membership includes access to MLS, education, events, and advocacy services.
2. Affiliate Membership: Affiliate members are trusted local businesses that complement the real estate industry. They gain exposure through networking, sponsorships, and the affiliate marketplace. Revenue includes membership dues and sponsorship fees.
3. MLS Subscription Services: MLS Only access requires Broker participation and letter of good standing from primary board. Separate commercial MLS (CVCMLS) subscription through Moody's/Catylist.
4. Conference Center Rental: Hillsdale Conference Center generates revenue from hosting business seminars, meetings, luncheons, dinners, receptions, and family reunions. The 3,500 square feet of column-free space accommodates various events.
5. Educational Programs: CAAR provides continuing education, pre-licensing resources through The CE Shop partnership, and professional development courses. Education catalog includes certifications and designations.
6. Data Feeds and Technology Services: Revenue from data feeds licensing to REALTORS® and vendors, along with various MLS technology platform subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels10 records

Core offering

Charlottesville Area Association of REALTORS (CAAR) is a nonprofit trade association that provides Multiple Listing Service (MLS) platforms, membership services, professional education, advocacy, and community programs to real estate professionals in the City of Charlottesville and the surrounding counties of Albemarle, Fluvanna, Greene, Louisa, and Nelson. The association operates Paragon MLS for residential listings, Moody's/Catylist Commercial MLS for commercial properties, and a suite of integrated technology tools including SentriLock electronic lockboxes, ShowingTime scheduling, TransactionDesk, and CRS Data property research.

Product overview

CAAR operates as a trade association for real estate professionals serving the Charlottesville area (City of Charlottesville and Counties of Albemarle, Fluvanna, Greene, Louisa, and Nelson). The organization provides a comprehensive suite of technology platforms centered around Multiple Listing Services (MLS), including Paragon MLS for residential properties and Moody's/Catylist Commercial MLS for commercial real estate. Supporting the MLS infrastructure are integrated tools including SentriLock electronic lockboxes (with reciprocity agreements with GAAR, GPR, and HRAR), ShowingTime for appointment scheduling, TransactionDesk for transaction management, and CRS Data for property research. CAAR also offers the Pat Jensen Leadership Academy for professional development, an annual Awards Program recognizing member excellence, the CAAR Foundation (501c3) for community outreach, the Hillsdale Conference Center for events, and the Central Virginia School of Real Estate for licensing education. Market intelligence is delivered through monthly and quarterly reports prepared by Virginia REALTORS. The association serves as the primary source of real estate information for agents, brokers, and the public in the Greater Charlottesville region.

Differentiator

Problem solved

Functional benefit

Products and services

• Paragon MLS Residential Multiple Listing Service platform for managing property listings, client interactions, and transactions, with customizable features and advanced search tools designed for real estate professionals.
• Moody's Commercial MLS Specialized commercial real estate platform (formerly Catylist) empowering agents to manage listings, conduct market research, and connect with clients through advanced tools tailored for the commercial sector. Powers the Central Virginia Commercial MLS (CVCMLS.com).
• SentriLock Electronic Lockboxes Secure, easy-to-use electronic lockboxes and access management solutions streamlining property showings and enhancing security for real estate professionals. Includes full reciprocity with GAAR, GPR, and HRAR.
• ShowingTime Scheduling and management platform that simplifies the process of booking and tracking property showings, helping agents save time and efficiently coordinate client appointments.
• TransactionDesk Comprehensive digital platform that enables agents to manage real estate transactions seamlessly, offering tools for e-signatures, document storage, and transaction tracking.
• CRS Data Property Research Accurate, up-to-date property data and mapping tools empowering agents to conduct in-depth research and deliver valuable insights to clients.
• MLS Data Feeds Data feeds providing subscribers and vendors access to CAAR-GAAR-HRAR listing data with various licensing requirements. Includes IDX (Internet Data Exchange), VOW (Virtual Office Website), and RETS feeds.
• REALTOR Membership Annual membership for real estate professionals who are members of the National Association of REALTORS and subscribe to its Code of Ethics. Includes MLS access, education, advocacy, networking, and professional development.
• Affiliate Membership Membership for trusted local businesses that complement the real estate industry, including home inspectors, mortgage lenders, title companies, insurance, and moving services. Provides exposure through networking, sponsorships, and the affiliate marketplace directory.
• MLS Only Subscription MLS access subscription for REALTORS with primary membership at another board who want MLS access only. Requires broker participation and letter of good standing from primary board.
• Central Virginia School of Real Estate Real estate education institution providing pre-licensing, continuing education, and professional development courses for REALTORS, aligned with Virginia Real Estate Board requirements. Partners with The CE Shop for pre-licensing education.
• Hillsdale Conference Center Special event facility with 3,500 square feet of column-free space designed to accommodate business seminars, group meetings, board meetings, luncheons, dinners, receptions, and family reunions.
• CAAR Foundation 501c3 charitable organization enabling REALTORS to donate time, talent, and resources to impact, sustain, and support community initiatives in the Charlottesville area.
• Annual Awards Program Annual awards program honoring CAAR members who contribute to the local industry, including REALTOR of the Year, Affiliate of the Year, Hall of Fame, Good Neighbor Award, President's Award, Rising Star, Sales Associate of the Year, Professional Honor Society, and REALTOR Ethics in Action.
• Pat Jensen Leadership Academy Leadership development program honoring Past President Pat Jensen, fostering knowledge and encouraging volunteers into leadership roles at local, state, and national REALTOR organization levels.
• Market Reports Monthly and quarterly housing market reports prepared by Virginia REALTORS, providing local market snapshots by county and city, regional market summaries, mortgage rate trends, and historical data.
• Paragon Connect Mobile App Free native mobile application providing real-time access to Paragon residential MLS platform, allowing agents to search listings, manage contacts, collaborate with clients, and view property data on the go. Available for iPhone and Android with accompanying client-facing app.

Named customers9 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

Integration6 records

AI capability2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• CRS DatacoreTechnology or Integration · 4 December 2023CRS Data (Courthouse Retrieval System) provides accurate, up-to-date property data and mapping tools, enabling in-depth research and client insights. Additional counties added November 2025.
• Moody's (formerly Catylist)coreTechnology or Integration · 7 November 2023Moody's commercial real estate platform powering CVCMLS.com. Provides commercial MLS system with true owner contacts, zoning codes, property analytics, tenant data, loan data, and tax cards.
• Bright MLScoreTechnology or Integration · 1 October 2020Bright MLS data share agreement provides access to active listings and three years of historical data from 13 additional counties including Culpeper, Fauquier, Madison, Orange, Page, Rappahannock, Spotsylvania. Enables broader marketing outreach and expanded inventory access.
• SentriLockcoreTechnology or Integration · 1 May 2020SentriLock provides electronic lockboxes for secure property showings. CAAR has SentriLock full reciprocity with Greater Augusta Association of REALTORS® (GAAR), Greater Piedmont REALTORS® (GPR), and Harrisonburg-Rockingham Association of REALTORS® (HRAR). SentriKey App extended credentialing from 24 hours to 10 days.
• ShowingTimecoreTechnology or Integration · 1 January 2020ShowingTime is a scheduling and management platform that simplifies booking and tracking property showings, helping agents save time and efficiently coordinate client appointments.
• TransactionDeskcoreTechnology or Integration · 1 January 2020TransactionDesk provides comprehensive digital platform for managing real estate transactions including e-signatures, document storage, and transaction tracking.
• The CE ShopcoreStrategic or Co-development Partner · 1 January 2020The CE Shop provides pre-licensing education resources for obtaining Virginia real estate salesperson's license. CAAR works with The CE Shop to assist new REALTORS® in completing the required 60-hour Principles of Real Estate course.
• Hillsdale Conference CentercoreImplementation/ SI/ Consulting Partner · 1 January 2020Special event facility with modern, professional atmosphere. 3,500 sq ft column-free space for business seminars, meetings, board meetings, luncheons, dinners, receptions, and family reunions. Managed by Brent Woodyard (Director of Sales) and Lauren Graf (Conference Services Manager).
• Paragon MLS (FBS)coreTechnology or Integration · 1 May 2019Paragon MLS is the residential listing platform. CAAR is currently conducting MLS evaluation under way, demonstrating Paragon alongside two potential alternative platforms (FlexMLS). Paragon Connect native app released September 30, 2025.
• CAAR FoundationcoreStrategic or Co-development Partner · 1 January 2015CAAR Foundation is a 501c3 organization providing an effective mechanism for REALTORS® to donate time, talent, and resources to impact, sustain, and support community initiatives including affordable housing solutions.
• Free Enterprise ForumminorStrategic or Co-development Partner · 1 January 2010Privately funded public policy organization focused on local governments in Central Virginia. Provides clear positive balance to discussions of important issues. Neil Williamson serves as Public Affairs Director.
• National Association of REALTORS® (NAR)coreStrategic or Co-development Partner · 1 January 1925NAR is the national trade association. CAAR members must be NAR members to use the REALTOR® trademark. NAR sets Code of Ethics, Clear Cooperation Policy, and Multiple Listing Options for Sellers (MLOS) requirements effective September 30, 2025.
• Virginia REALTORS®coreStrategic or Co-development Partner · 1 January 1925State association providing model forms including the Virginia REALTORS® Residential Purchase Contract. Prepares quarterly and monthly market reports for CAAR. Administers RPAC contributions and advocacy programs.

Scale indicators5 records

Direct peers

• Bright MLS: Bright MLS is a large regional MLS serving the Mid-Atlantic that has a data share agreement with CAAR, providing access to listings and historical data across 13 additional counties. Both organizations operate MLS platforms serving overlapping agent populations in Virginia.
• Harrisonburg-Rockingham Association of REALTORS: HRAR is a Virginia local REALTOR association participating in joint CAAR-GAAR-HRAR data feeds and SentriLock reciprocity. Functions as a peer local NAR-affiliated board with comparable MLS and member service offerings.
• Greater Piedmont REALTORS: GPR is a Virginia-area local REALTOR association with SentriLock full reciprocity with CAAR. Similar in structure and operations as a NAR-affiliated local board serving real estate professionals in an adjacent geographic market.
• Richmond Association of REALTORS: RAR is another Virginia-based local REALTOR association offering MLS, education, advocacy, and member services to real estate professionals in the Richmond metro area. Structurally and operationally similar to CAAR as a NAR-affiliated local board.
• Northern Virginia Association of REALTORS: NVAR is a larger Virginia local REALTOR association serving Northern Virginia. It provides MLS, professional development, and advocacy services similar to CAAR, with comparable structure as a NAR-affiliated local board operating in the same state.
• Greater Augusta Association of REALTORS: GAAR is a Virginia-area local REALTOR association with SentriLock full reciprocity with CAAR and participates in joint CAAR-GAAR-HRAR data feeds. Operates as a comparable local NAR-affiliated board with similar MLS and member services.

Broad incumbents

• Stellar MLS: Stellar MLS is one of the largest MLS organizations in the U.S., serving Florida and surrounding markets. While geographically distinct, it is a comparable MLS platform operator providing residential listing services, technology tools, and data feeds to member agents at a larger scale than CAAR.
• National Association of REALTORS: NAR is the national trade association of which CAAR is a local member board. NAR sets the Code of Ethics, MLS policies, and grants the REALTOR® trademark that CAAR members must subscribe to. Operates as the overarching governing body for local REALTOR associations.
• Heartland MLS: Heartland MLS is a large regional MLS serving Kansas City and surrounding areas. Comparable to CAAR's Paragon MLS as a residential MLS platform operator, though at significantly larger scale and geographic reach.
• Virginia REALTORS: Virginia REALTORS is the state-level NAR affiliate that CAAR is a member of. It provides model forms, market reports, advocacy at the state level, and administers RPAC, establishing the broader regulatory and operational framework within which CAAR operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CAARtweet
• YouTubeyoutube.com/user/CAARTV
• Facebookfacebook.com/CharlottesvilleAreaAssociationOfRealtors
• LinkedInlinkedin.com/company/charlottesville-area-association-of-realtors
• Instagraminstagram.com/caar_public

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Charlottesville Area Association of REALTORS