Lasso
Lasso CRM is a cloud-based CRM purpose-built for the residential construction industry, serving production homebuilders, semi-custom builders, land developers, multi-family developers, and marketing agencies with lead management, email marketing, sales automation, and community-specific workflows, sold via ECI Software Solutions' direct enterprise sales motion under annual subscriptions.
- Company typePrivate
- Founded2002
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Lasso does
Lasso CRM is a cloud-based, vertical-specific customer relationship management (CRM) platform purpose-built for the residential construction industry, particularly production homebuilders, semi-custom builders, land developers, multi-family developers, and marketing agencies serving the homebuilder vertical. The product has been operating since 2002 and is owned by ECI Software Solutions, Inc., a privately held US-incorporated software company; Lasso itself is listed in Vancouver, Canada. Functionally, Lasso replaces generic horizontal CRMs that homebuilders would otherwise have to customize, providing lead capture and assignment, drag-and-drop email marketing with drip sequences and open/click/conversion tracking, website visitor tracking, sales automation workflows (lead rotation, auto-scheduling, automated responses), customizable reporting dashboards, appointment management, and community-specific workflow templates that model co-buyers, projects, lot inventory, floor plans, and construction timelines.
Underlying technology and integrations center on a unified SaaS platform with annual subscription licensing, quote-based enterprise pricing, and native integrations to ERP, design studio, and website tools within the ECI residential construction portfolio (MarkSystems ERP, Bolt scheduling, AvidWarranty, HomeKeep, AvidCX, LotVue, Insearch). The platform does not expose a public API (api_exists=false) and does not list AI/ML features. Lasso's go-to-market is sales-led: all prospect engagement routes through 'Request A Demo' or 'Speak with an expert' CTAs on the ECI website, supported by content marketing (blog, ebooks, video, webinars, case studies, resource library) and the ECI Connect Customer Conference. The company employs 11-50 people, reports no public funding rounds or M&A activity in the available data, and is wholly owned by ECI with no disclosed venture or institutional ownership.
Lasso firmographics
Firmographics- Name
- Lasso
- Legal name
- ECI Software Solutions, Inc.
- Website
- https://lassocrm.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lasso CRM is a cloud-based CRM purpose-built for the residential construction industry, serving production homebuilders, semi-custom builders, land developers, multi-family developers, and marketing agencies with lead management, email marketing, sales automation, and community-specific workflows, sold via ECI Software Solutions' direct enterprise sales motion under annual subscriptions.
- Ownership category
- akta.pro rank
Lasso industry classification
Industry- Product category
- Homebuilder CRM Software
- NAICS
- Custom Computer Programming Services (541511)
- akta.pro primary industry
- Marketing Automation & Campaign Management CRM (HDAEAFAB)
- akta.pro secondary industries
- Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE), Lead Nurturing & Marketing Operations (List Management, Scoring) (MPAAAIAJ)
Keywords
Where Lasso is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Markets served
Lasso business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Lasso CRM operates as a cloud-based CRM platform generating recurring subscription revenue. Pricing is not publicly disclosed and requires demo/quote engagement. The product is part of ECI Software Solutions' residential construction software portfolio.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based enterprise pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Lasso product offering
Product offeringCore offering
Lasso provides a cloud-based CRM platform purpose-built for residential homebuilders and homebuilding marketing agencies. The platform centralizes lead capture, lead routing and scoring, segmentation, email and social marketing, sales pipeline tracking, automated workflows, reporting dashboards, and industry-specific integrations (e.g., MLS, ERP) to help homebuilders convert prospects into buyers across multiple communities and developments. It is sold as a SaaS subscription product.
Product overview
Lasso CRM is a specialized CRM platform built exclusively for the homebuilding industry, operating as a single unified product rather than a modular platform. The product provides a comprehensive suite of sales and marketing tools tailored for homebuilders, including lead capture and management, email marketing with drip campaigns, website tracking, sales automation workflows, customizable reporting dashboards, appointment scheduling, and community-specific workflows. Lasso is designed to replace generic CRM solutions that require extensive customization, offering homebuilder-specific features such as tracking leads through the home buying process, managing construction timelines, and storing industry-critical data including floor plans, customizations, and lot information.
Differentiator
Problem solved
Functional benefit
Products and services
- Lasso CRM
Quantifiable outcome
- 30% higher lead-to-sale conversion rate
- +2 more outcomes
Companies that use Lasso
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
Lasso technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
Lasso partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights4 records
Lasso competitors and assessment
Company assessmentDirect peers
- MarketSharp: MarketSharp is a CRM platform purpose-built for homebuilders, offering lead management, sales automation, and reporting for new home sales teams — a direct competitor to Lasso in the same vertical niche.
- Hyphen Solutions: Hyphen Solutions provides SaaS business management software for homebuilders, including CRM, ERP, and workflow tools across the residential construction lifecycle — overlapping with Lasso's CRM capabilities within the same customer base.
Emerging players
- Buildertrend: Buildertrend offers construction project management and customer management software primarily for custom home builders and remodelers, intersecting with Lasso in the homebuilder CRM and lead management space.
- CoConstruct: CoConstruct provides project and client management software for custom home builders and remodelers, competing in adjacent homebuilder workflow tooling where Lasso's CRM also operates.
Others
- ConstructConnect: ConstructConnect provides lead generation and project data services for the construction industry, including homebuilders, representing an ecosystem partner/competitor at the top of Lasso's lead capture funnel.
Broad incumbents
- Pipedrive: Pipedrive is a sales-focused CRM with workflow automation, often evaluated by smaller homebuilders as a simpler, lower-cost alternative to vertical platforms like Lasso.
- Salesforce: Salesforce is the leading broad CRM platform that Lasso explicitly positions against as a generic alternative requiring heavy customization to serve homebuilders — a primary incumbent competitor.
- HubSpot: HubSpot offers a broad CRM and marketing automation platform with strong email, lead nurturing, and reporting capabilities — overlapping with Lasso's email marketing, drip sequences, and dashboard functionality.
- Procore: Procore is a leading construction management platform with growing CRM and customer management capabilities, increasingly serving homebuilders and competing for the same technology-stack budget as Lasso.
- Zoho CRM: Zoho CRM provides a broad, configurable CRM with marketing automation features at price points attractive to mid-market homebuilders evaluating alternatives to a vertical-specialized platform like Lasso.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Lasso social profiles
Digital presenceLasso financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lasso leadership team
Management profileNumber of profiles
Profiles6 records
Lasso funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lasso 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 Lasso
What does Lasso do?
Lasso provides a cloud-based CRM platform purpose-built for residential homebuilders and homebuilding marketing agencies. The platform centralizes lead capture, lead routing and scoring, segmentation, email and social marketing, sales pipeline tracking, automated workflows, reporting dashboards, and industry-specific integrations (e.g., MLS, ERP) to help homebuilders convert prospects into buyers across multiple communities and developments. It is sold as a SaaS subscription product.
Is Lasso a public or private company?
Lasso is a private company. It is classified as corporate owned and is currently operating.
When was Lasso founded?
Lasso was founded in 2002. It employs 11 to 50 people.
Where is Lasso based?
Lasso is headquartered in Vancouver, Canada, in the North America region.
How does Lasso make money?
One revenue line is on record: saaS Subscription.
Who are Lasso's main competitors?
Direct peers on record are MarketSharp and Hyphen Solutions. Emerging players are Buildertrend and CoConstruct. ConstructConnect is listed as an others. Broad incumbents are Pipedrive, Salesforce, HubSpot, Procore and Zoho CRM.
Does Lasso have an API?
No public API is recorded for Lasso.
What industry is Lasso in?
Lasso's product category is Homebuilder CRM Software. Its primary akta.pro industry code is HDAEAFAB, Marketing Automation & Campaign Management CRM, with a secondary code of BPAFAFAE, Data & Analytics for CRM (Attribution, BI, Predictive). Its NAICS code is 541511.