As the real estate industry continues to evolve, the role of the Realtor has never been more important — or more closely examined. Preparing to serve as 2026 president of Broward, Palm Beaches & St. Lucie Realtors®, my focus is clear: strengthening the value of the Realtor brand while delivering a more modern, efficient and meaningful experience for our members.
With this remit comes responsibility. The industry is evolving at a rapid pace. Technology continues to advance, consumer expectations are shifting, and the role of the Realtor is facing increased scrutiny. Our responsibility as an association is to ensure that Realtors in South Florida are not just keeping up with change, but leading it.
Enhancing the member experience through technology
One of my top priorities is enhancing the member experience through smarter technology and more intentional communication. Today, many Realtors feel overwhelmed by email volume. We are actively shifting toward a more strategic approach — fewer emails, higher-value content and greater customization based on individual member preferences.
A key initiative supporting this effort is the development of a unified association and BeachesMLS app. This platform will bring together dues payments, education, event registration, MLS data and push notifications into one streamlined experience. Members will have greater control over how and when they receive information, allowing us to communicate more effectively and respectfully.
On the MLS side, BeachesMLS continues to invest in backend infrastructure, strategic partnerships and artificial intelligence to enhance the overall member experience. These investments are designed to reduce friction, improve data quality, and ultimately give Realtors more time to focus on serving their clients.
AI is being integrated thoughtfully — as a support tool for agents, not a replacement — helping streamline compliance, improve listing accuracy and strengthen professional standards. At the same time, BeachesMLS is expanding partnerships that allow the MLS to scale, adapt and integrate new capabilities as the industry evolves.
Behind the scenes, BeachesMLS is also building a more robust data ecosystem, laying the groundwork for smarter search functionality, natural language tools and improved consumer-facing experiences. Together, these efforts ensure our members remain competitive in an increasingly dynamic marketplace.
Elevating the Realtor brand through the Only a Realtor campaign
To reinforce the value of professional representation, Broward, Palm Beaches and St. Lucie REALTORS® developed the Only a Realtor campaign to position Realtors as trusted local advisors and essential partners in the real estate journey. Originally launched in May 2022, the campaign highlights the critical differentiators that set Realtors apart in an increasingly crowded marketplace.
Since its launch, the association has continued to build momentum, producing four commercials focused on the importance of buyer-broker representation and the protections it provides to consumers.
Recognizing the campaign’s effectiveness, we now license Only a Realtor to other Realtor associations with the goal of creating consistent, high-quality consumer messaging nationwide. After investing more than $1 million over three years, we are helping associations replicate proven results through a turnkey licensing model. This includes a 45-day launch plan, customizable creative assets, a dedicated campaign website, member communications, media strategy and buying support backed by analytics, as well as agency guidance.
As more associations participate, the campaign’s impact continues to grow, strengthening the Realtor brand and helping consumers better understand the essential role that only a Realtor can provide.
Introducing the RWorld Foundation
Another major milestone heading into 2026 is the planned launch of the unified RWorld Foundation. This new nonprofit brings together our previous charitable efforts into one focused entity with a clear mission: supporting down payment assistance, workforce housing initiatives, disaster relief and grant-funded community programs.
The foundation will include representation from each county and open participation to affiliate partners, including mortgage professionals and service providers. By expanding grant writing efforts and strategic partnerships, the RWorld Foundation will enable Realtors to make an even greater impact in the communities we serve — while continuing hands-on outreach initiatives such as Habitat for Humanity projects and local-beach cleanups.
A positive outlook for 2026
Looking ahead, the outlook for 2026 is encouraging. National Association of REALTORS® projections indicate a 14% increase in transactions, with demand continuing to rise. Loan applications are increasing, interest rates are expected to remain stable or decline, and South Florida continues to attract both national and international buyers.
Technology will continue to accelerate transactions, and consumers will benefit from greater efficiency and transparency. Realtors who embrace innovation, professionalism and ongoing education will be best positioned for success.
As president, my goal is to ensure the Broward, Palm Beaches & St. Lucie Realtors® remains an innovative leader, a strong advocate for the Realtor brand and a trusted partner in every member’s success. Together, we are building an association — and an industry — that are ready for what’s next.
Jonathan Dolphus is the 2026 president of Broward, Palm Beaches & St. Lucie Realtors®.