Vero Beach-Based Tech Pioneer Celebrates Three Decades of Real Estate Innovation
Vero Beach is widely known for its seaside charm and robust property market, but it is also the headquarters of a digital pioneer that changed the way Americans search for their dream neighborhoods. Private Communities Registry (PCR), a local company that launched two years before Google, is celebrating its 30th anniversary this month. Founded in 1996, PCR established itself as the nation’s first search engine dedicated specifically to master-planned and lifestyle communities.
The company was co-founded by Marie Roberts, a real estate veteran with deep professional roots in the region. After starting her career at the Ocean Reef Club and working as a real estate broker in Vero Beach, Roberts identified a gap in the market: affluent buyers were often searching for a specific lifestyle—such as golf, boating, or retirement amenities—rather than just a house.
In the mid-1990s, lifestyle buyers had no trusted online resource to help them compare communities. I knew there had to be a better way to connect people with places that truly fit how they wanted to live. PCR was created to fill that gap—and 30 years later, that mission hasn’t changed. — Marie Roberts, Co-Founder and President of PCR
A Local Idea with National Reach
What started as a niche showcase for communities in Florida and the Southeast has evolved into a trusted national platform. Today, PrivateCommunities.com features nearly 300 of the top private developments across the United States and attracts approximately one million visitors annually. The platform serves a specific demographic, primarily buyers aged 45 to 65+, who are looking to relocate based on recreational interests and social opportunities.
The registry allows users to bypass traditional listing data and search by specific lifestyle amenities, including:
Over the past 30 years, the Vero Beach firm has weathered significant economic shifts, including the 2008 housing recession and the market volatility caused by the COVID-19 pandemic. Through these cycles, PCR has remained a key partner for major national builders and developers such as K. Hovnanian Homes, Lennar, Kolter Homes, and Del Webb.
Adapting to a New Digital Landscape
As the company enters its fourth decade, leadership is focused on maintaining relevance in an era dominated by artificial intelligence. Ben Keal, Director of Sales & Operations, who joined the company in 2012, emphasizes that while the technology used to find homes has changed, the mindset of the lifestyle buyer remains consistent.
In the age of AI, intent still drives the best leads. Our audience knows what they want—and PCR connects them directly with communities that deliver it. — Ben Keal, Director of Sales & Operations
For Indian River County, PCR’s longevity highlights the area’s role as an incubator for real estate innovation. From a local brokerage concept to a nationwide digital authority, the company continues to facilitate the relocation journey for tens of thousands of families every year.
