T3 Insider Spotlight: New Smyrna Beach Board of Realtors

Managing a smaller real estate association comes with a distinct set of opportunities and challenges. While smaller organizations often operate with leaner staff, they also possess a unique edge: the ability to build deep, personal connections with their members and stay closely attuned to the local community.

Few association executives illustrate this dynamic better than Ashton Musgrove, CEO of the New Smyrna Beach Board of Realtors.

Serving roughly 700 members across three coastal towns in Volusia County, Florida, NSBBOR proves that an association’s impact isn't measured by member count. After transitioning its MLS operations to a regional provider three years ago, NSBBOR freed up staff time to focus entirely on pure association management, local advocacy and member value.

We spoke with Ashton about her career path from government affairs to CEO, NSBBOR's "family-first" culture and how smaller associations can leverage modern technology to punch far above their weight.

Watch the full interview

From Public Policy to Hometown Leadership

Ashton’s journey to CEO began in the very community she now serves. Born and raised in New Smyrna Beach, she earned degrees in communications and political science from the University of South Florida before starting her career in public policy and higher education lobbying.

In late 2019, wanting to return to her hometown, she accepted a dual position as government affairs director and administrative assistant at NSBBOR. Starting at the front desk gave her an invaluable foundation.

"Answering the phones and helping agents walk through their day-to-day challenges taught me what our members actually go through," Ashton shared. "You see where they're struggling and where the association can truly be an advocate for them."

She later broadened her experience by joining Florida Realtors as a regional government affairs director, supporting 14 local associations ranging from small coastal boards like Sanibel Island to large regional organizations like Greater Tampa. During this time, she earned her Realtor Association Certified Executive designation and gained a comprehensive understanding of association management across varied market sizes. When NSBBOR’s former CEO retired two years ago, Ashton returned home to lead the association.

Cultivating a "Family-First" Culture

One of NSBBOR’s defining characteristics is its tight-knit, community-oriented atmosphere. Ashton points to a quote from past Board President Travis Ford that encapsulates their operating philosophy: "We’re big enough to serve you, small enough to know you."

That personal connection manifests in everyday touches — from personal birthday calls to hands-on support during life events. The culture emphasizes putting family first, creating an environment where association gatherings feel more like community reunions than corporate obligations.

This open culture starts at the top. Board presidents personally participate in new member orientations to welcome incoming agents, break down perceived barriers and ensure leadership remains accessible.

"We want our new members to feel welcomed right away," Ashton noted. "Whether someone is highly tech-savvy or prefers to walk in and mail a paper check, our goal is to meet our members where they are."

Redefining Their Identity 

Three years ago, NSBBOR made a major structural shift by transitioning its MLS services to a regional provider. While major governance transitions require careful operational execution, the long-term payoff has been significant for the staff and membership.

By stepping away from day-to-day MLS software administration and compliance enforcement, NSBBOR was able to redefine its core mission and redirect its resources toward pure association strengths: community engagement, advocacy and education.

"Moving away from the MLS side allowed us to focus completely on defining who we are as an association," Ashton explained. "We still maintain a strong seat at the table with our regional MLS partner, but back home, our daily focus is centered on driving tangible value directly to our members."

Driving Community Value and Launching "Ask Ashton"

With freed-up bandwidth, NSBBOR has launched several high-impact initiatives over the past year:

• 501(c)(3) Foundation & First-Time Homebuyer Support: NSBBOR fully established its charitable foundation, which is launching a down-payment assistance program that allows members to apply for funds on behalf of their homebuying clients. The foundation also funds local high school scholarships and seasonal community outreach.

• Local Visitor Center Partnership: To elevate local REALTORS® in front of consumers, NSBBOR partnered with the local visitor center to feature QR-code-driven collateral. Tourists and prospective buyers scanning the code are directed to a complete directory of local REALTOR® members.

• Streamlining Operations with AI: Prior to taking maternity leave recently, Ashton used Google’s NotebookLM to create a hyper-customized AI repository named "Ask Ashton." By uploading 50 key organizational sources—including bylaws, strategic plans, communications guides and budget spreadsheets — staff can instantly query the AI to get accurate, policy-aligned answers without delay.

Looking Ahead

When asked how she views the current trajectory of the New Smyrna Beach Board of Realtors, Ashton offered two words: ambitious for today, and overachievers for tomorrow.

By combining grassroots community ties, clear organizational boundaries between board leadership and operational staff and modern technological efficiency, NSBBOR serves as a blueprint for how small-to-midsize associations can deliver exceptional value to their members and communities.