Lone Wolf buys Propertybase in its fifth acquisition this year



Propertybase’s flexible suite of front and back office functions is expected to greatly enhance the appeal of Lone Wolf’s technology to realtors and teams.

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Lone Wolf Technologies announced in a press release its fifth Proptech acquisition in nine months through the purchase of Propertybase, a large-scale sales support, marketing and operations solution owned by Boston Logic. The terms of the deal were not disclosed.

Propertybase’s flexible suite of front and back office functions is expected to greatly enhance the appeal of Lone Wolf’s technology to realtors and teams. The software focuses on digital branding, website publishing, lead generation and mobile customer relationship management.

Products include the lead gen suite BoldLeads, an enterprise-level CRM supported by SalesForce, and a mobile app for CRM and marketing called Propertybase GO.

At the time of the acquisition, Propertybase supported a total of 4,500 companies (including the mortgage industry) and 2,500 users in 80 countries.

“The merger with Lone Wolf is an exciting milestone for Propertybase and its clients,” said Vance Loiselle, CEO of Propertybase, in the press release. “Combining the power of Propertybase’s innovative website, CRM and marketing solutions with the unparalleled capabilities of Lone Wolf’s offerings will enable real estate professionals to thrive with technology in a rapidly evolving industry.”

The takeover of Lone Wolf ultimately consolidates an even broader range of technological innovations in the real estate sector.

BoldLeads was acquired by Propertybase in 2019 to help agents apply with customized online advertising, marketing tactics, and landing pages.

In May 2021, the company strengthened its Unify mortgage product with the introduction of BoldMortgage to provide a tool for individual loan officers and small teams to acquire and manage prospects.

This acquisition was announced shortly after the integration of Propertybase, Boston Logic and BackAgent (all owned by Boston Logic) to develop custom website and marketing software.

“These solutions complement Lone Wolf’s product portfolio with supplementary front office tools and offer both agents and brokers complete technology coverage from the lead to listing and closing,” says the press release.

Lone Wolf’s broader strategy underlying the 2021 growth spurt is to flatten the real estate business through digital systems. As part of this, the company is pumping more resources into artificial intelligence and automation solutions that aim to empower agents to perform for customers.

Jimmy Kelly, CEO and President of Lone Wolf, said the two companies had been moving in similar directions for years.

“We thought it was time we crossed paths,” said Kelly. “Our customers want – and need – these essential solutions to work together so they can run their entire business in one place.”

Other acquisitions by Lone Wolf include LionDesk, HomeSpotter, W + R Studios and Terradtum. The combined tools and technologies now cover all aspects of the home sales life cycle. The company is now tasked with removing redundancies and identifying the best combinations, a harmony that is likely to take a long time.

“We want to simplify real estate – but not in a way that pulls people out of business,” said Chris Egan, Lone Wolf’s chief strategy officer, in the press release. “Our goal is to bring the time-honored principles of the real estate world into the present with a modern, innovative and networked technology platform.”

Propertybase is located in Dallas, Texas. Lone Wolf claims to serve over 1.5 million agents, 15,000 brokers, 1,000 MLS and associations in North America.

Do you have a technology product you’d like to discuss? Email to Craig Rowe

Craig C. Rowe started with commercial real estate at the beginning of the dot-com boom and helped a number of commercial real estate companies build their online presence and analyze internal software decisions. Now he helps agents with technology decisions and marketing by reviewing software and tech for Inman.





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