Rooof
Rooof is a Canadian PropTech software company that sells PostEngine (automated Craigslist apartment advertising and lead generation) and Pivott (vendor contract management) to multifamily and commercial real estate operators in North America on a subscription basis.
- Company typePrivate
- Founded2012
- HeadquartersVictoria, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Rooof does
Rooof (legal entity: RoofOverYourHead Marketing Ltd) is a private PropTech software company founded in 2012 and headquartered in Victoria, British Columbia, Canada. It builds and distributes two core products for the multifamily and commercial real estate (CRE) sectors: PostEngine, automated software that posts apartment advertisements to Craigslist and generates qualified leads for leasing teams; and Pivott, a contract management solution for capturing, organizing, and managing vendor contracts. Rooof is the authorized reseller of Pivott Software, Inc., and holds US Patent 11,048,858 covering elements of its core technology. The company has expanded from its Canadian base into the United States and operates a distributed team across North America and overseas.
The business runs on a subscription model with both monthly and annual billing options offered via direct, quote-based enterprise sales through its website. Customers sign subscription agreements with 30-day cancellation notice on monthly plans and non-refundable annual terms. Marketing and lead generation is conducted through organic social channels (LinkedIn, Facebook, X/Twitter) and the company website, while sales is sales-led, with named enterprise customers including Greystar, Walker & Dunlop, Welltower, Cushman & Wakefield, and ZRS. Rooof has begun integrating third-party AI services (notably OpenAI's ChatGPT) to process customer-submitted text data, though AI is not positioned as a core differentiator.
Strategically, Rooof occupies a narrow vertical niche: tooling for multifamily and CRE marketing and operations. Its product breadth is limited to two workflow areas (Craigslist-based leasing marketing and vendor contract management), and it competes for mind share against both broader PropTech platforms and point solutions. With 11–50 employees, no disclosed outside funding, and a logo set dominated by large real estate operators, the company appears to be a bootstrapped, sub-scale niche player whose revenue predictability is sensitive to a small number of enterprise relationships.
Rooof firmographics
Firmographics- Name
- Rooof
- Legal name
- RoofOverYourHead Marketing Ltd
- Website
- https://rooof.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rooof is a Canadian PropTech software company that sells PostEngine (automated Craigslist apartment advertising and lead generation) and Pivott (vendor contract management) to multifamily and commercial real estate operators in North America on a subscription basis.
- Ownership category
- akta.pro rank
Rooof industry classification
Industry- Product category
- Property Management Software (PropTech)
- NAICS
- Advertising Material Distribution Services (54187)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
Keywords
Where Rooof is headquartered
LocationHeadquarters
- HQ city
- Victoria
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Rooof business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Software Subscriptions: Monthly and annual subscription-based software services for PostEngine and Pivott products. Monthly subscriptions can be canceled anytime with 30-day notice; annual subscriptions are non-refundable but transferable with change of management. Pricing updates are implemented through addenda to subscription agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Subscription |
| Subscription | Annual | Annual Subscription |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Rooof product offering
Product offeringCore offering
Rooof is a PropTech software company that develops and sells two distinct products for the multifamily and commercial real estate (CRE) industries: PostEngine, an automated platform that posts apartment ads on Craigslist and generates qualified leads for leasing teams, and Pivott, a contract management solution that captures, organizes, and manages vendor contracts. Both products are sold via subscription agreements under the RoofOverYourHead Marketing Ltd legal entity, and Pivott is distributed by Rooof as the authorized reseller of Pivott Software, Inc.
Product overview
Rooof is a PropTech software company that offers a portfolio of two distinct core products: PostEngine and Pivott. PostEngine is an automated Craigslist marketing platform for apartment advertising and lead generation, while Pivott is a contract management solution for managing vendor contracts in multifamily and CRE. The company operates as the authorized reseller of Pivott Software, Inc., and holds Patent 11,048,858. Both products serve the multifamily and commercial real estate industry and are offered as standalone solutions.
Differentiator
Problem solved
Functional benefit
Brands
- PostEngine: Industry leading automated software for posting apartment ads on Craigslist and generating qualified leads. A product for multifamily marketing.
- Pivott
Products and services
- PostEngine
Companies that use Rooof
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Rooof technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature2 records
Rooof partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pivott Software, Inc.coreRooof is the authorized reseller of Pivott Software, Inc. Pivott is a contract management product that revolutionizes how multifamily and CRE organizations capture, organize, and manage vendor contracts. Rooof markets and resells this software as part of its product portfolio.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Rooof competitors and assessment
Company assessmentBroad incumbents
- RealPage: RealPage is a large multifamily technology platform offering marketing, leasing, resident screening, and operations software. Its AI-driven marketing and lead-to-lease products compete directly with Rooof's PostEngine at enterprise property portfolios, while overlapping with Pivott on operational workflows.
- Yardi Systems: Yardi provides a comprehensive suite of multifamily and CRE software including property management, marketing (RentCafe), and contract/vendor workflows. Comparable because it bundles the same workflows Rooof addresses (marketing automation, vendor management) into an enterprise stack at large RE operators.
- AppFolio: AppFolio offers property management software for multifamily and CRE with built-in marketing, leasing, and vendor management modules. It is comparable as a bundled platform competitor that threatens standalone vendors like Rooof with platform consolidation pressure.
- Buildium: Buildium is a property management platform serving smaller and mid-market landlords with marketing, tenant screening, and operations tools. Comparable to Rooof in targeting residential operators needing marketing and operational software, though focused on smaller portfolios.
- Entrata: Entrata is a multifamily operating system covering marketing, leasing, payments, and resident services. Its marketing and lead management stack is directly comparable to PostEngine, and it competes for the same enterprise multifamily logos as Rooof.
Direct peers
- Knock CRM: Knock CRM is a multifamily-focused marketing and operations platform that automates guest cards, lead management, and renewal workflows. Comparable to Rooof because it competes for the same marketing automation and lead conversion budget at multifamily owners.
- LeaseHawk: LeaseHawk provides AI-powered leasing and marketing automation for multifamily, including call tracking, lead nurturing, and digital advertising. Comparable to Rooof's PostEngine as a leasing-focused marketing technology vendor serving the same operator buyer.
- ResMan: ResMan is a multifamily property management platform with marketing, vendor, and operations modules aimed at mid-market operators. Comparable to Rooof for its overlapping marketing and operational software offering for multifamily portfolios.
Emerging players
- ShowMojo: ShowMojo automates multifamily self-showings and lead handling, integrating with Craigslist and listing platforms to schedule tours. Comparable as a niche automation tool embedded in the same multifamily leasing workflow that PostEngine serves.
- EliseAI: EliseAI provides AI leasing assistants and automation for multifamily, handling lead response and tour scheduling. Comparable to Rooof as a leasing automation competitor increasingly being adopted at the same enterprise customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Rooof social profiles
Digital presenceRooof financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rooof leadership team
Management profileNumber of profiles
Profiles1 record
Rooof subsidiaries and ownership
Company hierarchySubsidiaries2 records
Rooof funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rooof 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 Rooof
What does Rooof do?
Rooof is a PropTech software company that develops and sells two distinct products for the multifamily and commercial real estate (CRE) industries: PostEngine, an automated platform that posts apartment ads on Craigslist and generates qualified leads for leasing teams, and Pivott, a contract management solution that captures, organizes, and manages vendor contracts. Both products are sold via subscription agreements under the RoofOverYourHead Marketing Ltd legal entity, and Pivott is distributed by Rooof as the authorized reseller of Pivott Software, Inc.
Is Rooof a public or private company?
Rooof is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rooof founded?
Rooof was founded in 2012. It employs 11 to 50 people.
Where is Rooof based?
Rooof is headquartered in Victoria, Canada, in the North America region.
How does Rooof make money?
One revenue line is on record: software Subscriptions.
Who are Rooof's main competitors?
Broad incumbents on record are RealPage, Yardi Systems, AppFolio, Buildium and Entrata. Direct peers are Knock CRM, LeaseHawk and ResMan. Emerging players are ShowMojo and EliseAI.
Does Rooof have an API?
No public API is recorded for Rooof.
What industry is Rooof in?
Rooof's product category is Property Management Software (PropTech). Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging. Its NAICS code is 54187 and its SIC code is 7310.