As we begin 2026, I am honored to serve as chair of the San Antonio Board of REALTORS® and to work alongside an accomplished and dedicated Board of Directors. Our installation earlier this month marked more than the start of a new leadership year — it reaffirmed SABOR’s long-standing commitment to professionalism, advocacy and service.
SABOR has thrived for more than a century because of leaders who understood that strong associations are built on integrity, collaboration and forward thinking. That legacy was evident during our installation ceremony, where past presidents and chairs joined us in the ceremonial passing of the gavel — a reminder that while leadership changes, our mission remains constant.
This year, the Board and Executive Committee are focused on ensuring SABOR continues to deliver meaningful value to members while positioning our association for the future. That includes supporting REALTORS® through education, protecting private-property rights through advocacy and making strategic investments that help members grow their businesses in an increasingly competitive marketplace.
One of those investments is SABOR’s ongoing consumer marketing effort.
Don’t Miss the Leads: Claim Your HAR Profile Today
As part of your SABOR member benefits, our marketing campaigns work year-round to promote the value of working with a REALTOR® and to drive consumers directly to SABOR-owned platforms.
In 2025, SABOR’s consumer campaign drove 47,627 users to the “That’s a REALTOR®” landing page, with nearly 100% of that traffic coming from new users. This reach was achieved through a strategic mix of paid social, paid search, display advertising and video streaming ads, demonstrating the scale and effectiveness of SABOR’s media investments.
These results show that SABOR’s campaigns successfully reached new consumers and reinforced the value of working with a REALTOR® at key moments in their decision-making journey — expanding awareness well beyond existing audiences.
What’s Changing in the New Year
In 2026, SABOR’s consumer campaigns will shift from informational landing pages to the Homes and Rentals search portal on SABOR’s websites. This change is designed to meet consumers where they are most engaged:
- Consumers are already in an active home or rental search mindset
- REALTOR® profiles are visible and actionable
- Members can capture and convert leads generated by SABOR’s media spend
As part of this shift, SABOR’s marketing efforts will increase visibility for the Homes and Rentals search portal, directing motivated consumers straight to REALTOR® profiles at the moment they are ready to take action. To fully benefit from this exposure, it is essential that members claim and optimize their professional profiles.
Why Claim Your HAR Profile?
Claiming your professional profile ensures that:
- Your contact information appears correctly with your listings
- Consumers can easily find and connect with you directly
- You build trust by showcasing your experience, specialties, client reviews and past transactions
- Your profile is optimized in search results, giving you a competitive edge over unclaimed profiles
Claiming your profile is quick and easy at cms.har.com/claimprofile.
Please note: SABOR is currently working to add LERA MLS as a selectable option in the drop-down menu during the profile setup process. In the meantime, members may complete their profiles by selecting the Houston Association of REALTORS®. This selection will not impact profile visibility or functionality.
After submitting your claim, you will receive an email from HAR.com within approximately 24 to 48 hours with next steps to complete the process.
SABOR is driving the traffic. Make sure you are ready to capture the leads.
As chair, I believe our strength as an association comes from engaged members who take advantage of the resources available to them and contribute to the collective success of our industry. When REALTORS® succeed, our communities benefit.
I am grateful for the trust placed in me and for the dedication of our Board, staff and volunteers. Together, we will build on SABOR’s legacy and move forward with purpose, progress and professionalism in 2026.
