The acquisition will help OJO launch Lever by Movoto, which the company describes as an all-in-one technology platform for individual agents.
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Real estate technology company OJO announced Tuesday that it has acquired The LEAD Syndicate, an agent-focused technology company, and will use the new acquisition to launch a new all-in-one platform — and to rebrand.
The new platform will be called “Lever by Movoto.” In a statement, OJO described the platform as “delivering an all-in suite of solutions that will handle agents’ marketing, supplemental lead generation, database management, transaction management, wrapped with training and accountability solutions to ensure the agents’ ultimate success.”
Chris Heller, OJO
Chris Heller, president of OJO, explained in a call with Inman that the goal of the new platform is to help individual agents who aren’t going to join a team but who also aren’t low producers on the verge of washing out of the industry. He added that “this group in the middle is a very large group.”
The statement goes on to describe Lever as a “comprehensive support system” that allows agents to retain their own branding.
Lever’s launch also comes as OJO engages in a kind of rebranding that will make the Movoto name the company’s public-facing identity. The OJO name will still exist, but its relationship with Movoto will be similar to Meta and Facebook or Alphabet and Google — the latter names are all parent companies that oversee public-facing brands.
“With the launch of Lever, OJO is making the strategic decision to align all of its products under the Movoto brand umbrella,” the statement adds.
OJO, which got its start by pioneering…