Placer County Association of REALTORS

What Placer County Association of REALTORS does

Placer County Association of REALTORS (PCAR) is a non-profit professional real estate trade association founded in 1935 and headquartered in Rocklin, California. It serves as the local REALTOR association for Placer County, representing licensed real estate agents and affiliated service providers (mortgage lenders, title companies, home inspectors, insurance agencies, moving companies) across eleven communities including Roseville, Rocklin, Lincoln, Auburn, North Auburn, Loomis, Granite Bay, Kings Beach, Meadow Vista, and Colfax.

PCAR operates a consumer-facing property search platform powered by SaleCORE and integrated with MetroList MLS data, offering home listings, advanced filtering, open house discovery, a Find a REALTOR directory, saved searches, and an articles library. The association supplements this with a member portal (hosted at mdweb.mmsi2.com/placer/), educational events, the Leadership Academy, the Masters Club designation, Code of Ethics complaint handling, and the PCAR Foundation charitable arm. Supporting technology includes Google Maps Platform, Google reCAPTCHA, Google AdSense for ad monetization, and analytics tools (Google Analytics, HotJar, MixPanel), plus a mobile property search experience.

Revenue is generated through recurring REALTOR and affiliate membership dues and a tiered event sponsorship program (Presidents Circle Sponsors: Elite, Premier, Title, General). The organization employs approximately 15 people and operates as a standalone non-profit entity with no parent company, no external investment, and no subsidiaries.

Name

Placer County Association of REALTORS

Legal name

Placer County Association of REALTORS

Website

https://pcaor.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Placer County Association of REALTORS is a non-profit trade association serving real estate agents and consumers across Placer County, California, via a SaleCORE-powered property search platform with MLS integration and member benefits.

Ownership category

akta.pro rank

Headquarters

HQ city

Rocklin

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 generates revenue through membership dues from REALTORS® and affiliate members (mortgage lenders, home inspectors, title companies, etc.)
2. Event Sponsorships: Revenue from sponsorships of association events including the Presidents Circle Sponsors program offering exclusive sponsorship of signature events.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

PCAR is a nonprofit professional trade association serving REALTOR members and real estate affiliates in Placer County, California. It provides member services (benefits, advocacy, professional development, networking events), a consumer-facing property search and Find a REALTOR directory powered by the SaleCORE platform and MetroList MLS data, and an articles library plus market statistics for industry insight.

Product overview

Placer County Association of REALTORS (PCAR) operates a real estate association platform powered by SaleCORE, providing a comprehensive ecosystem for property search and professional real estate services. The core platform centers on a property search engine integrated with MetroList MLS data, supplemented by an agent directory, member portal, and educational resources. The product portfolio includes the main Property Search with advanced filtering, Find a REALTOR directory, Saved Properties/Searches account features, Open Houses calendar, Market Statistics downloads, Educational Events programming, PCAR Foundation charitable initiatives, and a Mobile Property Search app. All components are interconnected through the SaleCORE platform with Google Maps, analytics (Google Analytics, Hot Jar, MixPanel), and MetroList MLS feeds powering the core property listing functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Search Platform Public property search powered by SaleCORE with MetroList MLS data, allowing Placer County home buyers and sellers to browse active listings, save searches, and view property details on map and list views.
• Find a REALTOR Directory Online directory of PCAR member REALTORS that enables consumers to search for and contact local real estate professionals representing them in a transaction.
• REALTOR Membership Annual REALTOR membership granting access to the member portal, advocacy, professional development, networking events, and consumer-facing listing exposure via the SaleCORE platform.
• Affiliate Membership Annual membership for real estate industry affiliates (mortgage, title, inspection, etc.) providing referral access to the REALTOR member network and local networking opportunities.
• Professional Development Events Educational events, classes, and networking opportunities delivered to member REALTORS and affiliates to support continuing education and professional development.
• Market Statistics Reports Local real estate market statistics and downloadable reports providing members and consumers with housing market trends and data for Placer County.
• Articles Library Online library of articles and informational content covering real estate topics for members and consumers.

Named customers4 records

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

Four partnerships are on record, tiered elite sponsor, premier sponsor, title sponsor and general sponsor.

• MetroListelite sponsorTechnology or IntegrationMetroList is the Elite Sponsor of PCAR and provides MLS listing data that powers the property search functionality on PCAR's website. MetroList is a prominent multiple listing service provider in the Sacramento/California region.
• Witzke Family Insurance Agencypremier sponsorOthersInsurance agency providing insurance services to the real estate community. Premier sponsor of PCAR's signature events.
• Finley Home Servicestitle sponsorOthersHome services provider serving as Title Sponsor for PCAR events.
• Auburn Moving & Storagegeneral sponsorOthersMoving and storage services company sponsoring PCAR events and serving the real estate community.

Scale indicators3 records

Expansion highlights4 records

Broad incumbents

• Realtor.com: NAR-affiliated consumer property search portal that competes for consumer real estate search traffic - overlaps PCAR's property search platform and benefits from the national NAR brand association.
• Redfin: National real estate brokerage with a consumer property search portal - directly competes with PCAR's agent finder service and provides consumer-facing listing data in Placer County.
• Compass: Large national residential real estate brokerage - member REALTORS of PCAR compete against Compass agents for buyer and seller relationships within the Placer County market.
• Zillow Group: National consumer real estate platform with property search and agent matching - directly overlaps PCAR's consumer-facing property search and Find a REALTOR offerings, but at vastly larger national scale.

Regional players

• Sacramento Association of REALTORS: The neighboring county-level REALTOR association serving Sacramento County - directly comparable business model to PCAR but operating in the adjacent Sacramento metro geography.
• Silicon Valley Association of REALTORS: Another California county-level REALTOR association - directly comparable in business model and member services, operating in a different Northern California region (Santa Clara County).
• San Diego Association of REALTORS: Another large California county-level REALTOR association - similar trade-association structure, member services, and event programming as PCAR but serving Southern California.

Direct peers

• National Association of REALTORS: The national-level trade association for REALTORS - the apex body to which PCAR's members effectively belong through state and local associations; directly comparable membership-association business model and brand.
• California Association of REALTORS: The state-level REALTOR association of which PCAR functions as a local chapter - directly comparable membership dues, advocacy, education, and member services model operating across California.

Others

• MetroList: The MLS provider that supplies property listing data to PCAR and serves as its Elite Sponsor - ecosystem infrastructure provider whose platform PCAR's SaleCORE property search integration depends on.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PlacerAOR
• Facebookfacebook.com/PlacerAOR
• Instagraminstagram.com/explore/locations/318530827/placer-county-association-of-realtors-official
• LinkedInlinkedin.com/company/placer-county-association-of-realtors

Revenue estimate

Valuation estimate

Number of profiles

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 Placer County Association of REALTORS