SARASOTA, Fla. (November 19, 2019) – The Commercial Investment Division (CID) at the REALTOR® Association of Sarasota and Manatee (RASM) has officially announced a new name and logo. After a vote at the commercial general membership meeting on November 19, 2019, the commercial group at RASM will now be known as the Commercial Real Estate Alliance (CREA).

For more than 30 years, the commercial division at RASM has united commercial real estate professionals to be the leader in the marketplace by promoting business development. CREA will continue to support more than 300 commercial REALTORS®, brokers, lenders, attorneys, and professionals involved in all aspects of the commercial real estate market.

The new name and logo are a better descriptor of what the sub-membership group at RASM offers: an alliance for commercial real estate professionals. By removing “investment” from their name, CREA removes the perception that their organization is a commercial brokerage office or a group of investors, and not the REALTOR® and Business Partner members who make up the network.


Susan Goldstein, a Commercial REALTOR® with Michael Saunders & Company and the 2019 President of the Commercial Division, helped lead the change from “investment” to “alliance.”

“We worked to create a name that represented who we are and the communities we serve,” said Susan Goldstein. “We support more than just ‘investments’ – we work with the sale and leasing of commercial properties for business owners and investors. We are also a true alliance of all the participants in Commercial Real Estate.”

With the new name, CREA not only builds on an alliance between its members, but the group itself forms an alliance between the business community and local commercial real estate professionals. The Commercial Board has set a 2020 goal to position CREA within the local community as a resource for commercial real estate.

Commercial REALTORS® are an important segment in the trademarked profession, abiding by the REALTOR® Code of Ethics and putting ethics at the core of every business decision. Members of CREA use their professional development and networking opportunities to provide market expertise to their customers and advocate for issues affecting the local business community.

The Commercial Real Estate Alliance will officially begin operating under the new name in December 2019. For more information about CREA, visit