SFREP
SFREP (Software for Real Estate Professionals, Inc.) sells Appraise-It Pro, a Windows-based residential appraisal reporting platform, by subscription to individual licensed appraisers and small appraisal firms across the United States. The product generates UAD-compliant reports with sketching, mapping, and MISMO XML delivery to lenders.
- Company typePrivate
- Founded1983
- HeadquartersBaton Rouge, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SFREP does
SFREP (Software for Real Estate Professionals, Inc.) is a privately held US software company founded in 1983 by appraiser Wayne Pugh and headquartered in Baton Rouge, Louisiana, with engineering and support operations in Sylva, North Carolina and a branch office in Simpsonville, South Carolina. The company develops Windows-based form-filling and reporting software for licensed residential real estate appraisers, built on modern Microsoft Windows technology with a Microsoft Office-style ribbon interface, the MoonSharp Lua scripting interpreter for in-field automation, and support for MISMO XML v2.6 and v3.6 formats. Its flagship Appraise-It Pro suite bundles comparable management (Comp Manager), image management, property sketching (Sketch-It/Sketch32/Apex), location and flood mapping (Street Maps via Bing, Flood Maps via CoreLogic FloodInsights), digital signatures, PDF import/export, and AppraisalPort (ENV) delivery to lenders and AMCs.
The product is sold by recurring subscription on three tiers — Pro Silver ($49/month or $588/year), Pro Gold ($69/month or $828/year, adds Sketch32 and Market Analysis Service), and Pro Platinum ($99/month or $1,188/year, adds 400 CompLink credits, Inspect-a-Lot, and a personalized website). Pricing is per signing appraiser with no charge for non-signing staff or additional machines, and a free six-month fully functioning demo is offered to new customers. Revenue is augmented by paid add-ons (Profet.ai, Marshall & Swift, BuildFax, Flood Maps), a standalone website design/hosting service ($25/month), and a referral program that awards a free subscription month per successful referral. Go-to-market combines product-led growth (downloadable demo), inside sales (1-800 number and email, Mon-Fri 8 AM-6 PM EDT), an extensive YouTube video library, free live webinars, monthly email newsletters, and a knowledge base. The customer base consists of individual licensed appraisers and small appraisal firms across the United States and its territories (Guam to the US Virgin Islands), with multi-decade customer tenures documented in public testimonials.
SFREP's current strategic priority is a multi-phase rollout of UAD 3.6 compliance for Fannie Mae and Freddie Mac, beginning with a development preview on July 28, 2025, followed by a public preview on September 8, 2025, initial public beta on November 11, 2025, broad production on January 26, 2026, and additional integrations scheduled through Q3 2026. The company completed GSE verification in 2025 and is integrating third-party tools (Solomon Calculator, Spark for Appraisers, DataMaster) plus mobile partners (Apex, Bradford Technologies Inspect-a-Lot, InstaPlan) to extend the appraisal workflow from desktop forms creation into field collection and AI-assisted data services.
SFREP firmographics
Firmographics- Name
- SFREP
- Legal name
- Software for Real Estate Professionals Inc.
- Website
- https://sfrep.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SFREP (Software for Real Estate Professionals, Inc.) sells Appraise-It Pro, a Windows-based residential appraisal reporting platform, by subscription to individual licensed appraisers and small appraisal firms across the United States. The product generates UAD-compliant reports with sketching, mapping, and MISMO XML delivery to lenders.
- Ownership category
- akta.pro rank
SFREP industry classification
Industry- Product category
- Real Estate Appraisal Software
- NAICS
- Software Publishers (5132), Offices of Real Estate Appraisers (531320)
- SIC
- Services-Prepackaged Software (7372), Real Estate (6500)
- akta.pro primary industry
- Property Valuation: Appraisal Management (AMC) & Appraiser Networks (FSALALAI)
- akta.pro secondary industries
- Residential Property Appraisal (BPAJAKAA), Real Estate, Appraisal & Mortgage (Agent/Broker CE, Appraiser CE) (EDAAALAI), Automated Valuation Models (AVM) & Desktop/Hybrid Appraisals (BPAJAKAO)
Keywords
Where SFREP is headquartered
LocationHeadquarters
- HQ city
- Baton Rouge
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
SFREP business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Subscriptions: Annual and monthly subscription plans for Appraise-It Pro with tiered pricing (Silver, Gold, Platinum). License is per signing appraiser with no charge for staff.
- Add-on Services: Additional paid features including Market Analysis Service, Marshall & Swift Estimator, Flood Maps, CompLink, Inspect-a-Lot, Apex integrations, Profet.ai, and websites.
- Website Services: Website design and hosting services for appraisers, either as standalone ($25/month) or included with Pro Platinum subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Pro Silver - Basic appraisal software subscription |
| Subscription | Monthly | Pro Gold - Enhanced features with Sketch32 |
| Subscription | Monthly | Pro Platinum - Full feature set with 400 CompLink credits |
| Subscription | Monthly | Website Service - Standalone website subscription |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
SFREP product offering
Product offeringCore offering
SFREP develops and sells Appraise-It Pro, a Windows-based desktop application for residential real estate appraisers that automates UAD-compliant appraisal report generation, comparable property management, property sketching, and MISMO XML exchange with lenders and AMCs. The company also offers SFREP Websites (design/hosting), Inspect-a-Lot (mobile field data collection), and the legacy Appraise-It Classic, sold primarily via monthly and annual subscriptions.
Product overview
SFREP offers a comprehensive portfolio of real estate appraisal software products centered on the Appraise-It platform. The flagship product is Appraise-It Pro, a modern Windows-based residential appraisal software suite with a ribbon interface. Key integrated tools include Comp Manager for comparable management, Image Manager for photos, Sketch-It and Sketch32 for property sketching, Street Maps and Flood Maps for location/flood zone visualization, and Market Analysis Service for MLS data integration. SFREP provides various subscription tiers (Silver, Gold, Platinum) bundling these tools at different price points. Additional paid add-ons include BuildFax, Marshall & Swift Estimator, Total Connect, Profet.ai, Inspect-a-Lot, and Apex. The company also offers AppraisalPort delivery, MISMO Report Viewer, and SFREP Websites for appraiser web presence. Legacy Appraise-It Classic continues alongside Appraise-It Pro. All products are Windows-only, with development and support teams based in North Carolina, South Carolina, and Louisiana.
Differentiator
Problem solved
Functional benefit
Brands
- Appraise-It Pro: Flagship form-filling software suite for residential real estate appraisers with UAD support, built on Microsoft Windows technology.
- Appraise-It Classic
- Sketch-It
- Comp Manager
- Image Manager
- Sketch32
- Street Maps
- Flood Maps
- Market Analysis Service
- BuildFax
- CompLink
- SFREP Websites
Products and services
- Appraise-It Pro Flagship Windows-based subscription software for licensed residential real estate appraisers that generates UAD 2.6 and UAD 3.6 dynamic appraisal reports, performs MISMO XML import/export, manages comparable and image libraries, integrates sketching and mapping tools, and delivers reports to lenders and AMCs. Sold in tiered plans (Silver, Gold, Platinum).
- Appraise-It Classic Legacy Windows-based form-filling software for residential real estate appraisers that supports UAD forms, Comp Manager, Image Manager, Sketch-It, and various integrations. Continues to receive maintenance updates alongside Appraise-It Pro for installed-base customers.
- SFREP Websites Custom website design, hosting, and maintenance service for residential appraisers, offered as a standalone subscription ($25/month) or bundled with Pro Platinum. Includes template selection, domain registration, SSL security, hosting, updates, maintenance, and daily backups.
- Inspect-a-Lot Mobile iPad field-data-collection app developed with Bradford Technologies that captures notes, photos, and property sketches in the field and wirelessly transfers the data into Appraise-It Pro reports. Available with Pro Platinum.
Quantifiable outcome
- UAD 3.6 mandate compliance with verified GSE certification
- +1 more outcomes
Companies that use SFREP
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles1 record
SFREP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability5 records
Feature6 records
SFREP partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- ApexcoreSFREP partnered with Apex to offer Apex Portal, a mobile sketching solution that works on any device including laptops, Android phones, Android tablets, iPhones, and iPads. Also integration with Apex Sketch software for desktop sketching needs.
- Bradford TechnologiescoreSFREP partnered with Bradford Technologies to offer Inspect-a-Lot, a mobile iPad app for field inspections that integrates with Appraise-It Pro for wireless data transfer of notes, photos, and sketches.
- PropMix.io LLCcoreSFREP integrates Profet.ai service by PropMix.io LLC for MLS and county records data. Profet.ai reduces time to complete appraisal reports by providing real-time MLS data with images for import into reports.
- CoreLogiccoreSFREP integrates with CoreLogic services including CLVS (Valuation Services) for order transmission, Flood Maps via FloodInsights service, and Total Connect/Mercury Network for report delivery. Also provides BuildFax integration for property condition and history data.
- AppraisalPortcoreAppraisalPort (ENV) export functionality integrated into Appraise-It Pro for delivering reports in AI Ready/ENV format. CoreLogic plans to discontinue the Envelope Uploader service.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
SFREP competitors and assessment
Company assessmentOthers
- Marshall & Swift (CoreLogic): Cost estimation and replacement value data provider whose Swift Estimator is integrated into SFREP's product as an add-on. Adjacent supplier of property valuation data used by the same appraiser customer base.
Emerging players
- HouseCanary: Residential AVM and property data analytics company serving lenders, investors, and appraisal workflows. Compares to SFREP as an adjacent property technology company competing for portions of the residential valuation workflow.
- Bowery Reviews: Modern appraisal review and inspection platform built for AMCs and appraisal firms. An emerging cloud-based challenger to traditional form-filling tools like Appraise-It Pro in the residential appraisal workflow.
- Reggora: Cloud-native appraisal management and inspection platform serving lenders, AMCs, and appraisers. Competes with SFREP at the workflow level by offering a browser-based alternative to legacy desktop appraisal software.
- Apex Sketch (by AppraiserPort): Mobile-first sketching solution partner of SFREP (Apex Portal, Apex Sketch, Apex Medina). Comparable as a sketching and mobile field-data tool overlapping with SFREP's Sketch-It and Sketch32 capabilities.
- Bradford Technologies: Provider of Inspect-a-Lot mobile inspection software integrated with SFREP, plus its own appraisal analytics and compliance tools. Comparable as a workflow and mobile data-collection player serving the same residential appraiser base.
Broad incumbents
- Veros / VeroPRECISION: Provider of automated valuation models (AVMs) and collateral risk analytics used by lenders and AMCs. Comparable as an adjacent player in the U.S. property valuation technology stack that competes with parts of SFREP's market for valuation work.
- CoreLogic (now Cotality): Large data and analytics incumbent that owns WinTOTAL/a la mode appraisal software and provides the CLVS, Total Connect, FloodInsights, BuildFax, and AppraisalPort integrations that SFREP relies on. A major incumbent in the appraisal workflow stack with overlap in software, data, and delivery services.
Direct peers
- a la mode (WinTOTAL / TOTAL): Long-standing direct competitor offering WinTOTAL, TOTAL for Mobile, and related appraisal forms software. Both SFREP and a la mode serve U.S. residential appraisers with form-filling, UAD compliance, MISMO XML, and comparable management, competing head-to-head on price, features, and integration depth.
- ACI Appraisal Computer Inc. Provider of ACI Report Writer and related residential appraisal software with UAD support and MISMO XML capabilities. Targets the same licensed residential appraiser segment as SFREP with subscription-based form-filling tools.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SFREP social profiles
Digital presenceSFREP financial estimates
Financial estimateRevenue estimate
Valuation estimate
SFREP leadership team
Management profileNumber of profiles
Profiles3 records
SFREP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SFREP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SFREP
What does SFREP do?
SFREP develops and sells Appraise-It Pro, a Windows-based desktop application for residential real estate appraisers that automates UAD-compliant appraisal report generation, comparable property management, property sketching, and MISMO XML exchange with lenders and AMCs. The company also offers SFREP Websites (design/hosting), Inspect-a-Lot (mobile field data collection), and the legacy Appraise-It Classic, sold primarily via monthly and annual subscriptions.
Is SFREP a public or private company?
SFREP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SFREP founded?
SFREP was founded in 1983. It employs 11 to 50 people.
Where is SFREP based?
SFREP is headquartered in Baton Rouge, United States, in the North America region.
How does SFREP make money?
Three revenue lines are on record. Software Subscriptions are the primary driver. The others are add-on Services and website Services.
Who are SFREP's main competitors?
Marshall & Swift (CoreLogic) is listed as an others. Emerging players are HouseCanary, Bowery Reviews, Reggora, Apex Sketch (by AppraiserPort) and Bradford Technologies. Broad incumbents are Veros / VeroPRECISION and CoreLogic (now Cotality). Direct peers are a la mode (WinTOTAL / TOTAL) and ACI Appraisal Computer Inc..
Does SFREP have an API?
Yes. SFREP offers an Integration and Scripting API for Appraise-It Pro, documented at https://api.sfrep.com/. The API supports Lua scripting via the MoonSharp Lua interpreter, enabling users to write custom scripts for automation, data manipulation, and program customization. Scripts can access report data, perform calculations, integrate with external programs, and customize data flow. The API exposes methods for working with text fields, checkbox fields, image fields, forms, comparables, and attachments. Inline scripts (single-line Lua expressions) can be entered directly into text fields. API documentation includes ScriptingProxy class reference, inline scripts guide, and scripting introduction. A UAD Compliance API integration was announced for Q4 2025 in the UAD 3.6 development timeline. Developer documentation is at api.sfrep.com.
What industry is SFREP in?
SFREP's product category is Real Estate Appraisal Software. Its primary akta.pro industry code is FSALALAI, Property Valuation: Appraisal Management (AMC) & Appraiser Networks, with a secondary code of BPAJAKAA, Residential Property Appraisal. Its NAICS code is 5132 and its SIC code is 7372.