Member Info Sessions, Voting & FAQ

We are actually strengthening our connection by honoring the deeper history that predates city boundaries: the coconut coast has been part of our regional identity for centuries.

Bonita Springs and Estero will always be the heart of our association—we are not abandoning them; we are celebrating the broader region they anchor. Our office location, community involvement, and commitment to these cities remain unchanged.

Think of it like a family growing up: you do not love your hometown less when you buy a bigger house.

Nothing was wrong—our name served us beautifully for 60 years, which is exactly why this is the right time to evolve. We have simply outgrown it.

Members regularly serve clients in communities such as Estero Lakes, Coconut Point, West Bay Club, and other areas that do not identify as strictly “Bonita Springs” or “Estero.” New members often ask, “Can I join if I work in [adjacent area]?” Our current geographic name creates unnecessary barriers.

This change is not about fixing something broken; it is about preparing for continued growth and relevance.

“Coconut Coast” reflects the premium, desirable coastal lifestyle that makes our market unique—it is an asset, not a liability. Buyers and sellers already think of our area as a cohesive coastal destination.

The real power is in CCOR. It positions us as the essential foundation of real estate in our region. Many successful associations use geographic names—Gulf Coast, Emerald Coast, Space Coast—because they create broad appeal beyond single city limits.

The name tested well with focus groups and reflects how consumers already talk about and search for our area.

Strategic rebranding is an investment in member benefits. A stronger, more inclusive brand yields better advocacy, more influence, and enhanced professional standing for all members.

A limited geographic name can cost us members, sponsorships, and regional influence—that is real opportunity left on the table. The rebrand budget was carefully planned and approved and does not reduce our commitment to education, technology, or member services.

Think of it as infrastructure: just like updating an MLS system, updating our brand keeps us competitive.

Tradition absolutely matters—that is why we waited until our 60th anniversary, a milestone that honors our history while embracing the future.

Many of the traditions we value most—MLS technology, education standards, the Code of Ethics—have evolved dramatically over the past 60 years. The Koreshan pioneers who helped establish Estero did not resist change; they embraced vision and possibility. We are doing the same.

We are not erasing 60 years of history; we are building on that foundation for the next 60. Our legacy is not in a name—it is in the professionalism, integrity, and service our members have always provided.

The Board conducted research including member surveys, focus groups, and market analysis before bringing this recommendation forward. Strategic decisions often require Board leadership—that is what you elected your directors to do.

We intentionally timed the announcement to allow for member feedback and a thoughtful transition period. Your input now shapes how we implement the change, which is just as important as the decision itself.

We are committed to transparent communication throughout the transition.

Your personal brand and reputation are what clients remember—not the association name. We will provide transition materials, updated logos, and talking points so you can communicate the change clearly.

Research shows association rebrands often strengthen member businesses by creating positive buzz and renewed energy. The expanded geographic reach of CCOR opens doors to clients and collaborations that were harder to access under a narrowly defined name.

We will support you with marketing resources, messaging guidance, and client-facing explanations every step of the way.