Marketing Agency Buys Stake in Real Estate Tech Client
The Snow Companies, a leading word-of-mouth marketing and advertising agency, has today announced a
strategic investment in Sequent Systems, a software provider that helps real estate professionals manage
their big data with their proprietary lead to close solution.
San Francisco CA. March 4, 2013//- The Snow Companies have announced today that they have made a
strategic investment in the real estate software firm Sequent Systems. The Snow Companies are a network
of full service advertising and digital agencies that have grown quickly over the last several years, including
appearing on the INC. Magazine list of the fastest growing private companies.
The company is now entering into the software-as-a-service business. “We have decided to commit some
of our infrastructure and personnel to give a fresh promotional boost to Sequent Systems,” said Corbin
Wood, COO of the Snow Companies. He said that supplementing the current book of business with a
commitment in the real estate software firm would help to diversify Snow’s portfolio. On top of their
marketing efforts, the word-of-mouth communication experts have also made a financial investment of an
undisclosed sum into Sequent Systems. The news highlights how businesses are becoming pragmatic
when it comes to seizing opportunities and diversifying their portfolio, and how some are turning into
“agency entrepreneurs,” by not just servicing clients but acquiring a stake in them.
Big Data in real estate “ripe for promotional push”
Sequent Systems, finds itself at a pivotal stage in its development. “Having doubled our user base at the
beginning of the year, we feel that Sequent is ripe for a major promotional push as well as further product
investments,” explained David Lester, Founder and CEO of Sequent Systems. Real estate has been
behind the curve when it comes to business intelligence and data analysis. Sequent is paving the way with
its cutting-edge marketing, transaction tracking, and data visualization tools.
The Sequent Enterprise suite of solutions for both residential and commercial developers, as well as real
estate marketing firms in the sale and lease business, has already proven itself as a profitable business
over the last few years. However, the launch of EZ Coordinator to the agent and broker market has taken
place only recently. And for both products there have been little to no promotional efforts. “Snow’s
marketing expertise is exactly what Sequent needs at the current stage,” said Wood. Lester added, “We
were approached by lots of people looking to invest, but ultimately we found that money is really only half
the issue—the other is expertise. Agencies can churn through a lot of capital, and we quickly recognized
that we needed that expertise on our side of the table.”
Wood explained how this deal makes the collaboration different from other accounts: “In this case we’re
going a step further by putting our skin in the game, which helps align everyone’s interest.” Lester agreed:
“Snow’s approach and past track record fits our objectives and accelerates the timeline to our Series A
About the Snow Companies:
The Snow Companies, founded in 2001, provides clients with expertise on driving customer engagement
with a network of boutique marketing agencies that specialize in word-of-mouth communication.
Sequent Systems has been at the forefront of cloud based real-estate transaction management since it first
launched its landmark Sequent Enterprise product, now used by real estate developers and marketers
world-wide. The company was founded by real estate professionals with decades of industry experience
who recognized that off the shelf tools lacked sophistication and proprietary solutions were too expensive.
Sequent Enterprise quickly turned into the tool of choice for multi-unit residential real estate sales and has
now developed modules to service commercial and lease needs. More recently, Sequent Systems also
began servicing the single-family home sale market with their latest real estate transaction management
tool, EZ Coordinator (www.ezcoordinator.com).