• Former Xome CMO Prem Luthra and Listingbook CEO Randall Kaplan have launched a new product called Elevate, a new digital marketing system that will be powered through the Listingbook platform.
  • Elevate users will have access to Listingbook's features that include an MLS-powered listing search, access to public records, etc. along with automated social media postings to platforms such as Facebook and YouTube.
Elm Street Technology founder Prem Luthra.

Elm Street Technology founder Prem Luthra.

In January of this year, real estate technology veterans Prem Luthra and Randall Kaplan launched Elm Street Technology — which hit the ground running with its acquisition of Listingbook, a platform that enables consumers to access MLS and a plethora of market data through their real estate agents.

Seven months later, Elm Street Technology bought RLS2000, a real estate web design and social media marketing platform for agents.

Last July, Listingbook released “a password-protected platform that serves up multiple listing service data, local community information, points of interest, school information, property tax data from public records, geographic boundary overlays, and analyses of local market conditions and comparable properties,” wrote Inman’s Andrea V. Brambila.

Both acquisitions were a secret until now, and for good reason — Luthra and Kaplan used them to lay the groundwork for Elevate, a new digital marketing system that Elm Street Technology is releasing tomorrow.

“Elevate offers brokers and agents a single digital marketing platform with all of the outstanding features that millions of consumers who’ve used Listingbook love,” said Luthra in a press release.

Agents who use Elevate will have access to automated custom blogs, listing postings to social media channels, YouTube property tour videos, and mobile-ready agent and IDX property websites embedded with lead generation technology.

Luthra says Listingbook’s client service features paired with Elevate’s automated digital marketing tools will close the technology gap that keep real estate brokerages and agents from performing at their highest capacity.

“The marketing technologies they use to promote listings and their businesses don’t talk to each other,” he said. “For example, an agent’s website might not be connected to their CRM. And their mobile app lead management may not be connected to their website lead management.

“Their contacts may not be connected to their marketing solution. The agent’s virtual tour may not be connected to anything. Ask any real estate professional how many vendors they deal with to drive their businesses, whether it be a technology or marketing service.”

According to their press release, Elm Street Technology is in the process of “rolling up” other successful technology and marketing companies to create new platforms.

“We will be able to deliver everything a broker or agent needs, from lead generation to customer for life retention solutions,” says Luthra.

“Our plan at Elm Street is to aggregate and integrate as many technologies and services under one company, one call and one business to serve our customers.”

Prior to founding Elm Street Technology, Luthra was most recently Xome’s chief marketing manager and the co-founder and chief revenue officer Real Estate Digital, which is a wholly-owned Xome subsidiary.

His partner, Randall Kaplan, most recently served as Listingbook’s president and has experience starting and selling successful companies across a number of fields including the banking and chemical manufacturing industries.

Email Marian McPherson

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