Homeflow has announced the acquisition of Area Technologies, the lead management and automation business, thereby further expanding its product suite focussed on helping estate agencies to generate, manage and convert leads.

Homeflow powers hundreds of estate agent websites and provides lead generation software and services to agents covering thousands of offices across the full spectrum of the property market.

This acquisition underpins Homeflow’s strategy of empowering agents, through software and services, to make them more effective at finding and winning new business, by adding powerful additional capability to the process of lead qualification and lead management.

The Area Technologies software provides an automated branded response to all leads, qualifies them through a series of online questions, and helps organise and manage a negotiator’s workflow as they convert leads into new business. Once qualified, agents can inject the enhanced customers directly into their agency CRM.

With this acquisition, Shawn Zvinis, MD of Area, joins Homeflow as head of product, while Area CTO Erol Ziya joins Homeflow as head of solutions architecture. They will lead the development as Homeflow invests further in the product and in its deeper integration into the Homeflow websites and product platform.

Nik Chotai, MD of Homeflow, commented: “Homeflow has worked closely with Area for several years, and shares a number of mutual clients. We’ve been hugely impressed by the team and the product they’ve built, and we’ve heard first-hand from numerous agencies how much it’s transformed how they handle enquiries, qualify those leads and turn them into customers. We can’t wait to introduce it to more agents, and we will be investing further in developing the product. We look forward to welcoming the entire Area team to Homeflow.”

Zvinis added: “After a period of exciting growth, and establishing our market-leading position in lead management systems, we are delighted to be joining the Homeflow team.  This will enable us to focus on rapidly expanding our footprint and offering our lead management capabilities to many more estate agents. We expect this to be through new product initiatives and we have an exciting roadmap with further product innovations.”