LeaseLabs

What LeaseLabs does

LeaseLabs is a San Diego-based B2B marketing agency and software provider serving the multifamily housing industry. Founded in 2008 by Steven Ozbun and now operating as a subsidiary of RealPage, Inc., the company offers a GoDirect Marketing platform that unifies twelve core products spanning paid search (Search Marketer), mobile geofencing (GeoTargeter with conversion zone attribution), email automation, social media management, SEO, content marketing, reputation management, print collateral (Web2Print Social), and three tiers of property websites (Website Pro, Plus, Essentials) plus a multifamily-specific CMS. All websites feature proprietary Scrolling Page Architecture and 100% ADA compliance, and the platform integrates bidirectionally with eight major property management software systems (MRI, Entrata, Yardi, ResMan, Rainmaker, On-Site, RentCafe, RealPage) to synchronize real-time pricing and availability.

The business model combines recurring subscription revenue from the GoDirect Marketing suite and CMS hosting with project-based revenue from custom Website Pro builds. Customers typically sign Master Pricing Contracts covering entire property portfolios, with documented enterprise relationships including Lincoln Property Company, Bozzuto, Greystar, Wasatch, Alliance, and Banner, several spanning more than a decade. Distribution is primarily enterprise field sales through offices in San Diego (headquarters), Dallas, and New York, supplemented by a concierge service team and the LeaseLabs ONE reporting dashboard. Google Premier Partner status and joint webcasts further support paid search positioning.

LeaseLabs differentiates through proprietary technology including first-to-market Scrolling Page Architecture and a conversion zone attribution system that links mobile ad exposure to physical leasing office visits. The company has earned 5 NAHB Pillar Awards, 11 W3 Awards, and 1 HOW International Design Award, and reached #1846 on the Inc. 5000 and #92 on Entrepreneur 360. As of August 2024, customer support has been consolidated into the RealPage Customer Portal, reflecting deep operational integration with its parent company.

Name

LeaseLabs

Legal name

LeaseLabs

Website

https://leaselabs.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

LeaseLabs is a San Diego-based B2B marketing agency and software provider serving multifamily property managers and ownership groups. It delivers a GoDirect Marketing platform combining websites, paid search, geofencing, email, social, SEO, and reputation management, integrated with major property management software systems.

Ownership category

akta.pro rank

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. GoDirect Marketing Platform Subscription: LeaseLabs offers a suite of integrated digital marketing products (Search Marketer, GeoTargeter, Email Marketing, SEO, Social Media, Reputation Management, Websites, Content Marketing, Web2Print) as a unified GoDirect Marketing platform. Customers typically subscribe to multiple products that work together as a single integrated marketing strategy. Pricing appears to be subscription-based, often with Master Pricing Contracts for multiple properties.
2. Website Development and Design Services: Custom website development services for property and corporate websites, including Website Pro (custom built from scratch), Website Plus (configurable themes), and Website Essentials (pre-built themes). Additional website hosting and CMS management services are provided.
3. Web2Print Social and Print Services: Online platform for designing and ordering printed marketing collateral including apartment flyers, banners, newsletters, business cards, stationery, and promotional items. Print services include rush charges and shipping fees.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

LeaseLabs provides a GoDirect Marketing platform for the U.S. multifamily housing industry, combining property website development (Website Pro, Plus, Essentials) with a suite of subscription digital marketing products (Search Marketer, GeoTargeter, Email Marketing System, SEO, Social Media Optimization, Social Media Advertising, Content Marketing, Reputation Management, Web2Print Social) integrated through a multifamily-specific CMS and the LeaseLabs One reporting dashboard. The offering is sold to property management firms and ownership groups as a single integrated marketing strategy that centralizes channels, attributes leads to physical leasing office visits, and pushes real-time pricing/availability from major property management systems.

Product overview

LeaseLabs is a GoDirect Marketing agency offering a platform-plus-modules architecture for the multifamily housing industry. The core offering combines website building tools (Website Pro, Website Plus, Website Essentials, CMS) with a suite of digital marketing products (Search Marketer, GeoTargeter, Email Marketing System, Content Marketing, Reputation Management, Social Media Optimization, Social Media Advertising, Search Engine Optimization) unified through the LeaseLabs One reporting dashboard. The product portfolio also includes Web2Print Social for collateral management. These products integrate with eight major property management platforms (MRI, Entrata, Yardi, ResMan, Rainmaker, On-Site, RentCafe, RealPage) to synchronize pricing and availability data. All websites feature Scrolling Page Architecture and ADA compliance.

Differentiator

Problem solved

Functional benefit

Brands

• GoDirect Marketing: A single strategy approach equipped with vital marketing products that power all marketing channels, synchronizing prospect journey with every marketing touchpoint.

Products and services

• Search Marketer Pay-per-click (PPC) management service for multifamily property management firms that enhances search engine visibility through paid search campaigns on Google, Bing, and Yahoo, including remarketing, ad extensions, call tracking, and conversion-optimized landing pages.
• GeoTargeter Mobile geotargeting and display advertising platform for multifamily properties that delivers ads across 600,000 mobile apps and websites, supports site retargeting, search retargeting, up to 25 geo-target pins per campaign, and uses Conversion Zones to attribute physical leasing office visits back to ad views and clicks.
• Email Marketing System (EMS) Email marketing automation platform for apartment communities featuring a drag-and-drop editor, agency-designed templates, automated workflows with triggered emails and A/B testing, and a built-in CRM with contact list segmentation and engagement-based targeting.
• Web2Print Social Online marketing collateral platform for designing, customizing, and ordering printed materials such as apartment flyers, banners, newsletters, business cards, stationery, and promotional items, with 40 color themes, 30 font styles, a stock photography library, and integrated social sharing.
• Content Marketing Blog content creation service for multifamily properties that produces locally-targeted articles written by local writers, optimized for SEO with property-specific keywords, and distributed through the property's social media channels.
• Reputation Management Reputation management service for multifamily properties that monitors digital reputation, generates reviews, manages business listings across directory websites, supports review responses on Facebook, Google, Yelp, and Apartment Ratings, and alerts teams to new reviews.
• Social Media Optimization (SMO) Social media management service for multifamily properties that designs custom-branded Facebook and Twitter pages, posts weekly property, local-interest, and general-interest content, and allocates 20% of the monthly fee to Facebook and Instagram paid ad campaigns.
• Search Engine Optimization (SEO) SEO service for multifamily properties that includes competitive analysis, customized keyword packages, technical on-site optimizations, ongoing off-site link building, blogger and social outreach, and directory consistency across 100+ websites.
• Website Pro Fully custom, award-winning, 100% ADA-compliant property websites built from scratch for multifamily properties, featuring mobile-first Scrolling Page Architecture, seamless scrolling experience, and conversion-optimized design.
• Website Plus Configurable apartment website solution with Scrolling Page Architecture that lets multifamily property teams choose custom fonts, colors, layouts, and custom pages, with 100% ADA compliance and real-time property management software integrations.
• Website Essentials Quick-turnaround (10 days) responsive apartment websites built on pre-built themes with Scrolling Page Architecture, 100% ADA compliance, and multi-device optimization for multifamily property operators needing fast deployment.
• Content Management System (CMS) Multifamily-specific content management system that is self-healing, auto-scaling, secure, and supports real-time content editing, automatic image optimization, SSL security, and native integrations with major property management software (MRI, Entrata, Yardi, ResMan, Rainmaker, On-Site, RentCafe, RealPage).
• LeaseLabs One (Marketing Dashboard) Centralized online reporting dashboard for multifamily property marketers that aggregates real-time and historical performance data across all LeaseLabs products (websites, SEO, social media, search, geotargeting, reputation management) with automated monthly KPI reports, drilled-down visual graphs, and 3–6 month trend charts.
• Social Media Advertising Paid social media advertising service for multifamily properties that runs Fair Housing compliant, omni-channel ad campaigns on Facebook and Instagram to leverage nearly two billion active users for targeted prospect acquisition.

Quantifiable outcome

• 200% increase in website visitors from branded keywords within first week of GeoTargeter campaign
• +5 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature14 records

Partnerships

Seven partnerships are on record, tiered core.

• MRI SoftwarecoreTechnology or IntegrationMRI Software is a property management software provider with seamless integration into the LeaseLabs CMS platform, enabling real-time pricing and availability updates for apartment websites.
• EntratacoreTechnology or IntegrationEntrata property management software integrates seamlessly with LeaseLabs CMS for real-time property data synchronization.
• YardicoreTechnology or IntegrationYardi property management software integrates with LeaseLabs CMS, one of the most widely used property management platforms in multifamily.
• ResMancoreTechnology or IntegrationResMan property management platform integrates with LeaseLabs CMS for seamless property website management.
• Rainmaker (LRO)coreTechnology or IntegrationRainmaker (LRO) revenue management software integrates with LeaseLabs platforms for optimized property marketing.
• On-SitecoreTechnology or IntegrationOn-Site property management software integrates with LeaseLabs CMS for streamlined apartment website operations.
• RentCafecoreTechnology or IntegrationRentCafe property management and CRM platform integrates with LeaseLabs for comprehensive property marketing solutions.

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Perq (formerly LeaseStar):
• G5 (now part of Bridgeline): G5 is a marketing-automation platform purpose-built for the multifamily industry, offering websites, SEO, paid search, social, and reputation management — a near-1:1 overlap with LeaseLabs' GoDirect product suite and target customer (multifamily property managers and owners).
• Multifamily Internet Marketing (MIM): MIM is one of the largest digital marketing agencies specializing in the multifamily housing industry, providing websites, SEO, paid media, and lead generation — directly comparable to LeaseLabs' core offerings and enterprise multifamily customer base.
• Criterion.B: Criterion.B is a creative and digital marketing agency focused exclusively on the multifamily industry, providing branding, websites, and lead-generation services — directly comparable to LeaseLabs' creative, website, and marketing offerings for property managers.
• Engrain: Engrain provides multifamily marketing technology including interactive property websites, map-based search, and digital signage — overlapping with LeaseLabs' Website Pro and property-website offerings for multifamily operators.
• J Turner Research: J Turner Research is a multifamily market research and reputation-management firm offering review monitoring, mystery shopping, and online reputation services — directly comparable to LeaseLabs' Reputation Management product for the same apartment-industry customer base.
• Radius+ (Radius Media Group): Radius+ is a multifamily marketing platform providing SEO, paid search, social media, and lead-generation tools to property management companies — directly comparable to LeaseLabs' GoDirect Marketing platform and multifamily target customer.

Broad incumbents

• RealPage Marketing Solutions: RealPage, LeaseLabs' parent company, offers its own marketing and websites products embedded in its PMS platform — representing the largest incumbent in multifamily technology with overlapping marketing capabilities and the same end customers as LeaseLabs.
• Yardi (Yardi Marketing Solutions / RentCafe): Yardi is a major multifamily PMS vendor whose RentCafe and Yardi Marketing Solutions offerings include websites, SEO, paid advertising, and lead generation — directly competitive with LeaseLabs and bundled into the PMS ecosystem Yardi already controls.
• CoStar / Apartments.com: CoStar Group's Apartments.com network is the largest apartment-listing marketplace in the U.S. and increasingly offers marketing and advertising products to property managers — a broader incumbent with overlapping customer base and partial product overlap with LeaseLabs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LeaseLabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LeaseLabs