Homeflow acquires agency lead management business 

Agency website and lead generation software provider Homeflow has acquired lead management and automation business of Area Technologies.

Homeflow said the move would expand its product suite and help estate agencies generate, manage and convert leads.

The Area Technologies software provides an automated branded response to all leads, qualifies them through a series of online questions and helps organise and manage a negotiator’s workflow as they convert leads into new business.

Once qualified, agents can inject the enhanced customers directly into their agency CRM.

With this acquisition, Shawn Zvinis, managing director of Area, joins Homeflow as head of product, and its chief technology officer Erol Ziya has been named head of solutions architecture. 

The pair will lead the development as Homeflow invests further in the product and in its deeper integration into the Homeflow websites and product platform.

Nik Chotai, managing director of Homeflow, said: “Homeflow has worked closely with Area for several years, and shares a number of mutual clients. 

“We’ve been hugely impressed by the team and the product they’ve built, and we’ve heard first-hand from numerous agencies how much it’s transformed how they handle enquiries, qualify those leads and turn them into customers. We can’t wait to introduce it to more agents, and we will be investing further in developing the product. We look forward to welcoming the entire Area team to Homeflow.”

Zvinis added:  “After a period of exciting growth, and establishing our market-leading position in lead management systems, we are delighted to be joining the Homeflow team.  

“This will enable us to focus on rapidly expanding our footprint and offering our lead management capabilities to many more estate agents. We expect this to be through new product initiatives and we have an exciting roadmap with further product innovations.”

It comes as Craig Vile, director of Angels Media-owned proptech firm The ValPal Network, suggests lead nurturing will become more important in a tougher marketplace.

He said: “It's all very well generating leads, but what if that lead isn't ready to talk to you yet, what if isn't hot enough to convert into a market appraisal or more?

“So, the management - or nurture - of leads is absolutely crucial, keeping them in your funnel and contacting them when the time is right, when they are looking to move or let their home. 

“Leads shouldn't just be dismissed if they don't go anywhere first time, as we know that a sizeable number of leads will take action within 18 months. 

“By nurturing those leads, and keeping tabs on them, you give yourself a better chance of not missing out on something that could turn into new instructions - which will be more prized than ever now."

Further details on the Homeflow acquisition are discussed in the video below.