Peoria Area Association of REALTORS

What Peoria Area Association of REALTORS does

Peoria Area Association of REALTORS (PAAR) is a private, non-profit professional trade association founded in 1919 and headquartered at 7307 N. Willowlake Court, Peoria, Illinois. It serves 700+ REALTOR member professionals operating across roughly 10 counties in Central Illinois, including Peoria, Tazewell, Fulton, Hancock, McDonough, Schuyler, Woodford, Marshall, McLean, and Mason. The association is the governing body behind the 309MLS Multiple Listing Service platform (309mls.com), which provides property listing, search functionality, and market data to members; the underlying MLS infrastructure is operated through third-party vendor integrations with RMLS (Clareity) and Paragon Rels.

PAAR monetizes primarily through recurring membership dues and MLS service subscriptions, supplemented by a Power Partners sponsorship program featuring regional banks (CEFCU, Better Banks, Illinois National Bank, US Bank), mortgage lenders (Flat Branch Home Loans, The Money Store), and ancillary services (Mordue Moving & Storage). Beyond MLS access, the association delivers member services including Code of Ethics enforcement, arbitration, RPAC political advocacy, continuing education, GRI designation programs, and a Leadership Academy. Its wholly-owned 501(c)(3) subsidiary, the PAAR Cares Foundation, operates community charitable programs and signature fundraising events (Chili Koch Off, Golf Outing, Trivia Night, Holiday Party & Reverse Raffle).

The association is governed by an annually elected Board of Directors and led by CEO Jennifer Hamm (appointed August 2021). It maintains state-level alignment with Illinois REALTORS and national alignment with the National Association of REALTORS via the registered REALTOR® collective membership mark. Market data publications, monthly housing statistics, and the 309MLS Magazine publication constitute its primary external communications, alongside an active Facebook and YouTube presence. No external funding, M&A, or AI-native technology development has been disclosed.

Name

Peoria Area Association of REALTORS

Legal name

Peoria Area Association of REALTORS

Website

https://309mls.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1–10 employees

Short description

Peoria Area Association of REALTORS is a non-profit professional trade association founded in 1919, operating the 309MLS platform for 700+ REALTOR members across roughly 10 Central Illinois counties, providing MLS services, ethics enforcement, education, advocacy, and charitable community programs via its PAAR Cares Foundation.

Ownership category

akta.pro rank

Headquarters

HQ city

Peoria

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. Membership Dues: Association derives revenue from REALTOR membership dues, providing access to MLS services, education, advocacy, and member resources.
2. MLS Services: The 309MLS platform provides listing services and market data to members, supporting the core real estate transaction workflow.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Peoria Area Association of REALTORS is a professional trade association serving 700+ REALTOR members across Central Illinois. Its core offering is the 309MLS Multiple Listing Service platform providing property listings, search functionality, and market statistics for the regional housing market. It also delivers member services including continuing education, GRI designation programs, ethics and arbitration support, RPAC political advocacy, and community charitable programs through the PAAR Cares Foundation.

Product overview

Peoria Area Association of REALTORS operates 309MLS as its core Multiple Listing Service platform, providing property search, listings management, and market data for real estate professionals across Central Illinois. The association complements its MLS offering with member services including professional directories, RPAC advocacy programs, ethics and arbitration services, and comprehensive continuing education/GRI designation training. PAAR CARES Foundation, its 501(c)(3) charitable arm, conducts community support initiatives and hosts signature events including the annual Chili Koch Off and Golf Outing. The organization serves over 700 members with market statistics, housing reports, and advocacy resources.

Differentiator

Problem solved

Functional benefit

Brands

• PAAR CARES Foundation: 501(c)3 charitable foundation providing benevolent support to residents of Central Illinois
• Power Partners
• Nancy Koch Scholarship
• Leadership Academy

Products and services

• 309MLS Multiple Listing Service Platform
• REALTOR Membership Services
• Market Data and Housing Reports
• PAAR Education and Training Programs

Quantifiable outcome

• Home sales records set in Q3 2020 with 2,210 closed sales (28% increase from Q3 2019)
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• PAAR Cares FoundationcoreOthersPAAR Cares Foundation is a 501(c)(3) organization providing charitable and benevolent support to residents of Central Illinois. The foundation organizes fundraising events including Chili 'Koch' Off, Trivia Nights, Holiday Parties, Golf Outings, and painting events to support community initiatives.
• CEFCUmajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. CEFCU is a credit union providing home loans and financial services to members.
• Flat Branch Home LoansmajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. Mortgage lender providing home financing options.
• The Money StoremajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. Financial services provider for real estate transactions.
• Better BanksmajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. Regional banking institution.
• Illinois National BankmajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. Local bank supporting real estate financing in the Peoria area.
• US BankmajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. National bank providing mortgage services.
• Mordue Moving & StoragemajorGTM or Marketing PartnerPlatinum/Diamond/Gold partner. Moving and storage services for relocations.
• RMLS AlliancecoreTechnology or IntegrationRMLS Dashboard provides MLS data support and integration services for PAAR members.
• Illinois REALTORSmajorStrategic or Co-development PartnerState-level association partnership for advocacy, legislative representation, and diversity initiatives.
• Phoenix Community Development ServicesminorStrategic or Co-development PartnerCommunity partner assisting with Sow to Grow Community Garden expansion. PAAR Cares contributed $4,500 to the greenhouse and outdoor classroom project.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Illinois REALTORS: The state-level REALTOR trade association for Illinois and an explicit PAAR strategic partner for advocacy, legislative representation, and diversity initiatives. Operates a parallel membership, education, and advocacy model for Illinois REALTORS.
• Bright MLS: A large regional MLS covering multiple Mid-Atlantic states with property listings, market data, and member dashboards analogous to PAAR's 309MLS. Comparable MLS technology stack and member-service model.
• Stellar MLS: A large regional MLS serving Florida and surrounding markets. Comparable MLS platform providing property search, listing management, and market statistics to REALTOR members in a defined region.
• Minneapolis Area Association of REALTORS: A Midwest regional REALTOR association offering MLS access, education, advocacy, and member services to residential real estate professionals — comparable operating model to PAAR in a similar Midwest market.
• Chicago Association of REALTORS: A large Illinois-based regional REALTOR association with membership, MLS, advocacy, and education programs similar to PAAR. Comparable GTM motion serving REALTOR members in a defined regional market.
• Midwest Real Estate Data (MRED): One of the largest MLS operators in the U.S., serving the greater Chicago area and Midwest. Operates a comparable MLS data and listing platform serving REALTOR members — directly competitive in MLS technology and data distribution.
• Greater Houston Association of REALTORS: One of the largest local REALTOR associations in the U.S., operating its own MLS (HAR.com) with property search and market data. Directly comparable in operating a regional MLS combined with member services, education, and advocacy.

Broad incumbents

• National Association of REALTORS (NAR): The national parent trade body for the REALTOR brand and Code of Ethics that PAAR members subscribe to. Provides national-level advocacy, standards, and credentialing that regional associations like PAAR extend locally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PeoriaRealtors
• Facebookfacebook.com/PeoriaRealtors

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Peoria Area Association of REALTORS