Why We Created the Parade of Homes Realtor Ambassador Program

A behind-the-scenes look at how Realtor Day, storytelling, and a group of creative agents are helping showcase Birmingham’s builders in a fresh new way.

If you’ve lived in Birmingham for any amount of time, you know the Parade of Homes isn’t just an event — it’s a tradition. The Birmingham Parade of Homes has been happening every year since the 1960s, and for decades it’s been one of the most anticipated showcases of new construction, design, and craftsmanship in our city.

Historically, the Parade came with a big glossy magazine, lots of print ads, and news coverage. And while all of that still matters, the way people consume information has changed — dramatically. Today, buyers, builders, and yes… Realtors — live on social media. Instagram, YouTube, Facebook, Reels, Stories. That’s where the attention is, and that’s where the storytelling needs to happen.

That shift is what sparked the idea behind the Parade of Homes Realtor Ambassador Program, which we’re piloting this year — alongside the return of Realtor Day.

A Great Event That Needed a Second Act

Realtor Day was originally conceived a few years ago and, frankly, it worked really well. Agents showed up, toured the Ideal Home, connected with builders, and helped spread the word about the Parade. But then… COVID happened. And after that, time, logistics, and life got in the way, and Realtor Day quietly fell off the calendar.

At the same time, another challenge kept popping up.

Realtors are very interested in what builders are doing — how homes are built, what makes one builder different from another, what design trends are showing up, and what communities are coming next. But unless an agent directly represents a builder, they often don’t have access to that information or feel confident sharing it.

And there’s a practical issue too: many real estate agents come out to see the Ideal Home or a featured home… but they never make it to the other builder communities spread throughout the city. Not because they don’t want to — but because time is tight, schedules are packed, and Birmingham isn’t exactly a one-stop tour.

That’s where things started to click.

Enter: The Ambassador Idea (and the Buses 🚍)

The original thought was simple:
What if we had a small group of Realtors whose job was to help tell the builders’ stories — consistently, creatively, and publicly — leading up to the Parade?

From there, the idea grew.

What if those ambassadors helped promote Realtor Day specifically?
What if we brought back the bus tours — taking agents from the Ideal Home out to multiple builder communities and then back again for a fun closing party?

Because let’s be honest: Realtors are social creatures. Give them education, behind-the-scenes access, and a good time, and they will absolutely show up.

Choosing the Right People (This Part Was Tricky)

Because this is a pilot program, we knew we had to keep it small and manageable this year. We also knew it couldn’t all be one brokerage, one style, or one personality type. This needed to represent the broader real estate community.

Our criteria was very intentional:

• Active agents who are actually selling and promoting homes daily
• People comfortable behind a camera (no forcing anyone into TikTok against their will)
• Agents who already create content and have an engaged following
• Realtors who genuinely care about builders and new construction

We did a lot of research. I already watch a lot of agents in the market, but we went deeper — looking at consistency, creativity, professionalism, and how people show up online.

Then we made the list… and we asked.

What made this especially fun is that I didn’t know many of these agents personally before this process. So getting everyone together at our kickoff meeting this week — seeing the energy, the ideas, the excitement — was honestly one of my favorite moments so far.

What’s Coming Next

Over the next few months leading up to the Parade in April, these ambassadors will be:

• Promoting Realtor Day and Parade events
• Featuring builders involved in the Parade
• Showcasing homes, communities, processes, on-site agents and builder teams
• Helping tell the story behind the construction, not just the finished product
• They’ll lead the way on Realtor Day and host the buses
• Each Ambassador will be part of a larger team of Parade Judges

And we’re not doing this alone. We’re thrilled to have Chris Tanner with One Stop Studios capturing behind-the-scenes coverage, so you’ll also get to see how this content is created — the planning, the filming, the collaboration, and yes, probably a little chaos too.

The Goal (A True Win-Win-Win)

If this program works the way we hope — and all signs point to yes — it’s a win for everyone:

• Builders get more visibility and better storytelling
• Realtors get education, access, and connection
• The community gets a deeper look at the incredible work happening across Birmingham

There is so much talent, craftsmanship, and creativity in this city. The Parade of Homes has always celebrated that — and this year, we’re simply telling the story in a way that meets people where they are now.

We can’t wait to show you what’s coming. And we’re just getting started.

👉If you are interested in being on the 2027 Parade Ambassador Team (next year), send me a message, and we will add your name to the interest list.