RealPage Inc., a global provider of software and data analytics to the real estate industry, has entered into a definitive agreement to acquire G5 Search Marketing Inc. (G5), a pure-play provider of digital marketing, advertising and analytics solutions to the real estate sector. RealPage plans to combine G5’s solutions with its end-to-end real estate platform, significantly accelerating RealPage’s vision for marketing optimization and ultimately a better renter experience for its customers. The transaction is subject to customary closing conditions and is expected to close during the third quarter of 2021.
G5 serves over 8,300 sites and has a strong presence in the multifamily, senior living and self-storage sectors. Since its founding in 2005, G5 has invested in a data-driven SaaS platform that leverages machine learning to automate marketing decisions and customization at scale. Customers deploy G5 to increase property performance, reduce tenant acquisition costs and minimize friction in the renter experience, with a goal of higher net operating income.
“We are seeing a significant transformation in marketing as our customers transition from a focus on lead generation to optimizing the overall renter experience,” said Steve Winn, CEO of RealPage. “This requires forward thinking to both measure and optimize the ROI of the renter journey for our customers. RealPage has been at the forefront of innovation in this arena, enhanced by our acquisition of LeaseLabs in 2018. G5 will help us take this a step further. Their AI / ML-driven decisioning engine leverages the data platform to automatically optimize marketing strategies and drive significantly greater operating efficiencies at the PMC level.”
RealPage plans to retain G5’s employees and operations in Bend, Oregon.