Lasso

Homebuilder CRM Softwarelassocrm.com

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

Homebuilder CRM software
Residential construction CRM
Lead management software
Homebuilding sales automation
Real estate marketing platform

Where Lasso is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Lasso technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature9 records

Lasso partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Lasso competitors and assessment

Company assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Lasso leadership team

Management profile

Number of profiles

Profiles6 records

Lasso funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Lasso M&A and investment

M&A and investment

M&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?

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.