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TAAR was an acronym for Traverse Area Association of REALTORS®. In addition to a gloomy acronym, “Traverse” was limiting for the organization as it pigeon-holed them into the Traverse area. In order to recruit new members beyond that region, from markets such as Cadillac, Petoskey, Gaylord and Alpena, they were looking for a name that had a broader geographic reach.