Agents in more than 400 markets use Sierra Interactive to acquire and nurture leads, leveraging custom, SEO-focused website design services and digital advertising features.

With the industry and the market changing faster than ever, make plans to come together with the best community in real estate at our flagship event. Join us at Inman Connect New York, Jan. 24-26, and punch your ticket to the future. Check out these just announced speakers for this must-attend event. Register here.

Real estate software company Sierra Interactive was acquired by ASG, a component of private equity firm Alpine Investors, according to a press release.

Sierra Interactive builds lead-generation and marketing tools for real estate agents and is now alongside Homebot, DoorLoop, NestReady and AirDNA in the ASG/Alpine proptech ecosystem. ASG invests heavily in growing, vertical software-as-a-service (SaaS) companies.

Sierra Interactive has been in business for 16 years with the last five being its most productive, founder Ben Peskoe said in a statement.

“With that growth, we began to get a real sense of the huge opportunities in front of us — as well as the challenges that would come along with them,” said Peskoe. “To keep delivering new, innovative features and support at the scale and pace we wanted to, we needed to find a partner whose vision for Sierra was as big as our own, and we found it in ASG.”

Agents in more than 400 markets use Sierra Interactive to acquire and nurture leads, leveraging custom, SEO-focused website design services and digital advertising features. It further supports customers with an integrated CRM to which potential new business can be funneled and nurtured.

Peskoe and Chief Operating Officer Brandon Hedges will continue to help lead the business, according to the release, but there will be a new CEO, Peter Maglathlin, and Chief Technology Officer, Jeffrey Campbell.

“Teams and their agents remain at the heart of the residential real estate transaction, despite the many attempts at ‘disrupting’ the industry over the last decade,” Maglathlin said in a statement. “It’s very exciting to join a company that serves those teams and agents directly, with software to help them close even more.”

Alpine Software Group led a $20 million Series A funding round for property management player DoorLoop last month, which has now secured $30 million to date.

While the brakes are on in the venture capital space after a massive 2021, ample funds need to be deployed, according to panelists at Inman Connect Las Vegas.

“The valuation correction was broadly healthy,” Vik Chawla, of Fifth Wall Ventures, said at the event. And relative to the funding activity of 2021, he added, “Future investors will look back at it and scratch their heads.”

Nevertheless, VC funds pent-up from their 2021 activity need an outlet, according to Clelia Peters, managing partner of Era Ventures.

“We went through this boom period of raising venture capital funds,” she said at Connect. “And we have more venture capital funds and those funds are better capitalized than they have ever been, and that capital is going to need to be deployed.”

Sierra’s acquisition and DoorLoop’s funding are not the only recent examples of Peters’ prescience.

RentSpree landed a Series B round of $17 million in August, homeowner portal developer Milestones secured a $10 million Series A in July and topping both is Landing, which hauled in a Series C round of $125 million.

Sierra Interactive is based in Louisville, Kentucky.

Email Craig Rowe

CRM | technology
Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription