Marketing Agency Invests in Real Estate Tech Company
Sequent Systems announced today that Snow Companies has become both a partner and investor. The software
provider specializes in solutions for real estate professionals to manage their big data from lead to close.
It has today become a strategic investment for the Snow Companies, a word-of-mouth marketing and
SAN FRANCISCO, March 6, 2013 /PRNewswire/ -- Sequent Systems and the Snow Companies have announced today
Snow's strategic investment in the real estate software firm. 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.
With this transaction, the agency 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 agencies 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.
Paving way for "big data" analysis in real estate
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, commonly referred to as 'big data'. Sequent
is paving the way with its marketing, transaction tracking, and data visualization tools," Lester said.
The Sequent Enterprise suite of solutions for both residential and commercial developers, as well as real
estate marketing firms responsible for sales and leasing, has already proven itself profitable. However,
EZ Coordinator, a lead to close solution (CRM & TMS) for the agent and broker segment was just launched
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, especially at this stage."
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 round."
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 condo developers and
marketers world-wide. The company was founded in 2002 by real estate professionals with decades
of industry experience. Sequent Enterprise quickly turned into the tool of choice for everybody working
in multi-unit residential real estate. More recently, Sequent Systems is also servicing the single-family
home sale market with their latest real estate transaction management tool, EZ Coordinator.