The deal includes targeted ad capabilities and customized landing pages for agents.

Propertybase announced Tuesday that it has acquired a company that promises to generate leads with personalized ad campaigns, automation and concierge service.

Vance Loiselle, President and CEO of Boston Logic

Vance Loiselle, Credit: Vance Loiselle/LinkedIn

The acquisition of BoldLeads — a company dedicated to eliminating “outdated, scammy models of lead generation” — will allow Propertybase to empower “both agents and brokers, solving their biggest headaches to drive productivity and more deals,” Propertybase CEO Vance Loiselle said in a statement.

Propertybase believes that adding BoldLeads’ services to its stable will make it “unrivaled” in the real estate space.

“After nearly a year of research to identify a true market leader, we’re thrilled to welcome the BoldLeads team to the Propertybase family,” Loiselle added.

BoldLeads, based in Phoenix, was founded in 2014 by mother-son duo Christine Crane and Danny Loschiavo. The company describes itself as a “turnkey platform” that builds targeted ads, personalized landing pages, and communication tracking. It claims to have done over $15 million in online advertising and will only market for a single agent at a time in any particular zip code.

Christine Crane

In a statement, Crane said that “becoming part of the Propertybase family is an exciting achievement, allowing us to accelerate our growth plans and amplify client offerings.”

The acquisition comes just months after Propertybase’s previous move to expand its offerings. In November, Propertybase, Boston Logic and BackAgent (all of which are owned by Boston Logic) all partnered to create a new tech platform that includes configurable websites and marketing tools, among other things.

Propertybase’s pitch to agents is that it is “simplifying the business of real estate.” The company is known for its customer relationship management (CRM) software — which centralizes contacts, provides performance reports, and integrates MLS data — as well as for marketing and back office services.

Some of those services seem to broadly overlap with niches BoldLeads also filled, though the acquisition should beef up Propertybase’s lead generation chops.

Moreover, Propertybase explained in its statement that “with the first phase of product integration achieved, current Propertybase clients now have access to generate buyer leads” — though the two companies will continue to operate independently.

“With this recent addition, Propertybase now offers the most complete lead-to-close platform on the market that simplifies the business of real estate,” the company said in its statement.

Email Jim Dalrymple II

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