Smith & Associates adds top St. Petersburg agent Helle Hartley

Smith & Associates Real Estate has hired Helle Hartley, a 32-year veteran of the St. Petersburg and Gulf Beaches market who closed more than $55 million in 2025 sales. The move strengthens the Tampa Bay brokerage’s push to recruit high-performing agents with deep local ties.

Why it matters: - Hartley adds production, local name recognition and Gulf Beaches expertise to Smith & Associates Real Estate’s St. Petersburg office. - The hire fits Smith & Associates Real Estate’s strategy of attracting established agents who can pair individual market knowledge with the resources of Tampa Bay’s largest independent brokerage. - For sellers and buyers in St. Petersburg, Treasure Island and nearby beach communities, the addition expands access to an agent with a long track record in the market.

What happened: - Smith & Associates Real Estate announced that Helle Hartley has joined the firm. - Hartley brings 32 years of experience representing buyers and sellers in St. Petersburg, Treasure Island and the surrounding Gulf Beaches. - In 2025, Hartley closed more than $55 million in sales volume across 72 transaction sides. - Hartley will work from Smith & Associates Real Estate’s St. Petersburg office.

The details: - Smith & Associates Real Estate described Hartley as a top-producing professional in Treasure Island. - Hartley was born in Herning, Denmark, and moved to the United States more than 25 years ago. - Hartley said she chose Smith & Associates Real Estate after researching multiple brokerages and was drawn to its reputation, agent support and local ownership. - Hartley pointed to the firm’s marketing support and property caravans as tools that can help sellers get more exposure. - Hartley has earned CENTURY 21 CENTURION® honors and other recognition for production and client service. - Smith & Associates Real Estate was founded in 1969. - The brokerage operates five offices in the Tampa Bay area. - The firm positions itself as the number one brokerage for luxury properties and new condominium developments. - Smith & Associates Real Estate shared its announcement with links to its website, Facebook page, Instagram account and X account.

Between the lines: - Hartley’s move underscores how regional brokerages compete for proven agents by offering brand reach, marketing support and local infrastructure. - The hiring also signals continued consolidation of talent around firms with strong luxury and new-development footprints in the Tampa Bay market. - Hartley’s personal history as an immigrant may resonate with clients who value an agent who understands relocation and starting over in a new community.

What's next: - Hartley is expected to use Smith & Associates Real Estate’s platform to expand her reach with buyers and sellers across St. Petersburg and the Gulf Beaches. - Smith & Associates Real Estate appears likely to keep recruiting established agents as it builds on its luxury and new-construction business.

The bottom line: - Smith & Associates Real Estate is betting that Hartley’s production and neighborhood-level expertise will deepen its position in one of Tampa Bay’s most competitive coastal markets.