The American Real Estate Association (AREA), an organization launched two years ago to champion agent professionalism, has grown to 30,000 members. The group is positioning itself as a new voice for agents seeking stronger advocacy and higher industry standards.
Speaking at a recent industry event, co-founder Jason Haber detailed the association's progress and reiterated its core mission to elevate the public perception of real estate professionals, a goal set amidst a period of significant change and legal challenges for the industry.
Key Takeaways
- The American Real Estate Association (AREA) has reached a milestone of 30,000 members since its launch two years ago.
- The organization was co-founded by Jason Haber and Mauricio Umansky to focus on improving agent professionalism and advocacy.
- AREA maintains financial independence by rejecting venture capital and relying on memberships, sponsorships, and events.
- The association aims to coexist with, rather than replace, established groups like the National Association of Realtors (NAR).
A Growing Voice for Agents
Two years after its debut at Inman Connect New York, the American Real Estate Association has moved from a concept to a significant entity within the real estate landscape. Co-founders Jason Haber and The Agency CEO Mauricio Umansky started the organization with the intent to address what they saw as a critical need for better representation.
"Right now I don’t feel like anybody is caring; we’re in a lot of trouble," Umansky stated at the time of the launch, emphasizing the need for improved advocacy and lobbying efforts. This sentiment resonated within an industry grappling with the fallout from major commission lawsuits and public scrutiny.
Initial reactions were mixed, with some observers dismissing the effort as impractical. "They said we were nuts. They were right," Haber acknowledged recently. "They said we would fail, and a lot of people thought we would just fade away. Here we are two years later."
By the Numbers
- 30,000: Current number of AREA members.
- $20: The annual membership fee for 2026.
- $1,500: The annual fee for a founding member tier.
- 1st Chapter: Formed after absorbing the New York Residential Agent Continuum.
A Crusade for Professionalism
A central pillar of AREA's mission is to challenge and change the perception of real estate agents. Haber has been particularly vocal about what he describes as a low barrier to entry that damages the industry's reputation.
"We rank under the used-car sales and customer-service opinion polls. I think that’s wrong. I think that has to change," Haber said. "We’re the only professionalized industry that allows and accepts everyone to basically have a license."
He drew sharp comparisons to other licensed professions, arguing that the real estate sector has accepted a standard that would be unthinkable in fields like medicine or law. This acceptance of what he calls "non-professionals," he argues, has made the industry vulnerable to criticism and government intervention.
AREA's strategy to combat this involves a strong focus on education and setting a higher standard for its members. The goal is to create a clear distinction for consumers and policymakers about the value a dedicated, professional agent provides.
Building a Sustainable Model
From its inception, AREA has charted a deliberate course for its financial structure, choosing sustainability over rapid, investor-fueled expansion. This approach is designed to keep the organization's focus squarely on its members.
"After we made this big splash two years ago at Inman, we had [venture capitalists] contacting us who wanted to invest in the company. We had to say no because it’s a black hole," Haber explained. He noted that accepting such funds would create an obligation for financial returns that could conflict with the association's mission.
Instead, AREA is building its revenue through a multi-pronged approach:
- Membership Dues: A standard annual fee of $20 makes membership accessible, while a $1,500 founding member tier attracts those willing to invest more significantly.
- Sponsorships and Events: The organization is actively adding sponsors and developing a schedule of virtual community calls and other events to generate income and provide member value.
- Board Contributions: Board members also contribute financially to the group's operations.
This model, combined with low overhead, is intended to ensure AREA's long-term viability and independence.
An Industry in Transition
AREA's rise comes as the real estate industry faces unprecedented challenges. The National Association of Realtors (NAR) has been contending with the legal and financial ramifications of the Sitzer | Burnett buyer-broker commission lawsuit, alongside claims of misconduct. This environment has created an opening for alternative organizations to offer agents a different path for professional affiliation and advocacy.
Coexistence, Not Competition
Despite his pointed criticism of the industry's current state, Haber has clarified that AREA's objective is not to dismantle existing institutions like the National Association of Realtors. He sees the real estate ecosystem as large enough to support multiple trade groups, each serving different needs.
"If you’re dissatisfied, you have to have something to be a part of, to be part of the change. And we think we can be a voice. It takes nothing away from NAR," Haber stated. He suggests that agents' choice between AREA and NAR does not have to be an "either-or" decision.
The ultimate goal, according to Haber, is to provide a clear and supportive home for agents who feel overlooked. "I want agents in this room who come back in a year or two from now to think, like, AREA, they have my back," he said. "We have to change the narrative of this industry, and I want AREA to be a part of that."
