Cliff Long Orlando
Chief Executive Officer at Orlando Regional REALTOR Association
Cliff Long from Orlando joined the Orlando Regional REALTOR® Association (ORRA) in December 2017, with the responsibility of strengthening the organization so it could respond to the demands of one of the fastest-growing regions in America. Since that time, he has led ORRA, the eighth largest REALTOR® association in America, through a period of expansion, improved financial strength, and broader leadership in housing issues, advocacy, and regional development.
He brings more than 20 years of experience serving as a chief executive in both nonprofit and for-profit environments. Over the course of his professional career, he has developed a reputation for guiding organizations during times of challenge as well as opportunity His leadership has helped organizations move through financial recovery, establish membership subsidiaries, and develop long-term capital strategies
Cliff Long currently serves as CEO of ORRA, managing an operation with an annual budget exceeding $13 million The association includes nearly 40 staff members along with consultants who support more than 20,000 real estate professionals The organization provides services across education, professional standards, advocacy, international partnerships, and business development These programs support real estate professionals throughout Central Florida
Leading Growth at Scale
When Cliff began serving as CEO, the association had approximately 14,500 members. During his leadership, membership increased to more than 20,000. This period marks the organization's largest growth stage in its history Even during the COVID-19 pandemic, the association experienced significant expansion. In 2020 alone, membership grew by 11.5 percent, making the organization the fastest-growing mega association in America that year
This growth resulted from careful governance and a focus on measurable performance. He worked to strengthen engagement among board leaders while ensuring that long-term priorities were clearly defined Staff goals were also aligned with organizational strategies that supported members' success. These efforts helped maintain stability while the association expanded.
One of the most important achievements during his time as CEO was the purchase and relocation to a new headquarters The organization moved into a 45,000-square-foot facility designed to support education, meetings, and collaboration He led the financing, planning, and implementation of the project. The building also includes tenant revenue space that helps diversify the association’s income sources Capital planning, coordination with lenders, and cooperation with board leadership were necessary to complete this effort The headquarters now serves as a central location for industry involvement throughout Central Florida.
In addition to his responsibilities at the association, Realtor Cliff Long from Orlando also serves as President and CEO of the organization’s for-profit subsidiary, the Orlando Regional Real Estate Network (ORREN) He also serves as the association’s foundation's CEO These roles allow him to oversee business development, mission-driven programs, and community investment within a unified strategy
Financial Discipline and Business Innovation
Financial responsibility has remained a consistent focus throughout his leadership. In the organization’s for-profit division, he reduced operating losses during his first year and expanded non-dues revenue by introducing new services and partnerships One of the major initiatives during this period was the development of Platinum Key Title Company. This effort created an additional source of income and helped reduce reliance on membership dues
Earlier in his career, Cliff Long achieved similar results at the Birmingham Association of REALTORS® During his leadership there, a multi-year deficit was eliminated within three years Non-dues revenue increased by more than 200 percent. He also created Greater Alabama MLS as a wholly owned subsidiary and helped guide both the association and the MLS toward zero
debt Achieving these results required restructuring budgets, renegotiating vendor agreements, and building strong internal leadership teams.
At the Emerald Coast Association of REALTORS®, he increased the year-end operating surplus three times within 18 months. During the same period, the organization exceeded its PAC fundraising goal by 156 percent This success supported stronger advocacy efforts for members throughout Florida.
In every organization where Cliff Long from Orlando has served as President, he has emphasized the importance of financial stability. His leadership approach focuses on ensuring that boards can make decisions from a position of strength rather than responding to financial pressure
Advocacy and National Recognition
As a real estate leader in Orlando, he has worked to expand the association’s role in public policy discussions. Under his leadership, participation in the REALTOR® Political Action Committee increased, and engagement with elected officials became stronger He also organized international trade missions that connected Central Florida with real estate markets in Europe, the Middle East, the Caribbean, and Latin America.
His work has received recognition both regionally and nationally He was named CEO of the Year by the Birmingham Business Journal in 2014 and again by the Orlando Business Journal in 2019 He has also received Global Diamond, Gold, and Silver Awards from the National Association of REALTORS®. In addition, he has served on the NAR Executive Committee. Orlando Magazine also listed him among Central Florida’s 50 Most Powerful People because he influenced the regional economy
Cliff's professional designations include REALTOR® Certified Executive, Certified International Property Specialist, At Home with Diversity certification, and the NAR Professional Standards Certification. These credentials reflect his commitment to professional governance and ethical leadership
Civic Leadership and Community Investment
His involvement in the community extends beyond the real estate industry. In Orlando, he serves on the Executive Committee of the Orlando Economic Partnership He also serves on the Board of Directors of Florida Citrus Sports and participates on several other boards. In addition, he has served as a School Board Trustee for Orange County Public Schools, supporting efforts connected to public education and workforce development
Cliff Long also founded the Junior Reserve Law Enforcement Program This program was created to provide young people who are interested in careers in law enforcement with opportunities to gain experience, earn certifications, and receive mentorship The goal was to strengthen connections between young people and law enforcement while also encouraging long-term career opportunities.
Mentorship has been an important part of his leadership philosophy. Recognizing that there are relatively few African American CEOs leading large REALTOR® associations, he actively encourages emerging leaders to pursue executive positions Through mentorship and guidance, he has helped many professionals prepare for leadership roles.
Grounded Leadership
Cliff often explains that his role as a husband of more than 25 years and as a father is his most important responsibility in life. This perspective shapes how he approaches leadership and professional relationships Stability, clear communication, and long-term partnerships guide his work.
Outside of his professional responsibilities, he spends time riding motorcycles, hunting, fishing, reading leadership books, and traveling. He also maintains a disciplined health and fitness routine
His career reflects steady performance, thoughtful governance, and a strong sense of responsibility toward both organizations and communities Through careful planning and consistent leadership, he has helped organizations become financially stronger and better prepared to serve their members and communities for many years. The leadership journey of Cliff Long from Orlando continues to reflect commitment to responsible growth and service