Propertybase snaps up Unify to expand customer retention products

by Candyd Mendoza17 Feb 2021

Propertybase, a real estate software company, has announced its acquisition of Cross Media, the parent company of mortgage tech firm Unify.

Serving more than 80 mortgage companies across North America, Unify offers a full suite of mortgage-specific tools designed to help lenders and brokerages identify and convert more leads and retain clients. Unify’s products feature customer relationship management (CRM), real-time loan origination system (LOS) integrations, intelligent mortgage inquiry alerts, a mobile app, and much more.

Propertybase said that the acquisition will expand its product offering, which includes lead generation, websites, real estate CRM, and transaction management software. The Unify product will continue to operate as an independent entity under the Propertybase family of brands as part of the deal.

“After an extensive evaluation process to identify an authoritative market leader, we’re thrilled to welcome the Unify team into our Propertybase family,” said Propertybase CEO Vance Loiselle. “Unify’s differentiated product offering and commitment to exceptional service accelerates our plans to streamline how real estate and mortgage professionals can effectively use innovative digital solutions to drive revenue.”

“Unify was founded with the vision that software should play an integral part in the mortgage industry,” said Scott Lidberg, CEO and founder of Cross Media. “Joining forces with Propertybase is an exciting achievement which will allow us to not only amplify our current client offerings but unlock cutting-edge potential for the entire industry.”

The companies did not disclose the financial details of the acquisition.