Tech Bytes: Collabra acquired by advertising startup 

Editor's note: Technology is a driving force in real estate. From startups to established players, tech companies are constantly innovating, growing and forging partnerships. Here we highlight some of the latest news about the companies that help power the industry. 

Collabra inks acquisition deal with 'micro-ad' startup

Collabra Technologies will soon be absorbed by Adx, Inc., a marketing startup specializing in AI-powered, "hyper-personalized micro-ads," the two firms announced today.

Collabra is led by Russ Cofano, a longtime industry leader whose credentials include proptech CEO, state association CEO and president and general counsel at eXp. 

Ahead of the acquisition, Collabra had been focused on growing its reach through partnerships with MLSs and MLS technology providers to distribute its SphereBuilder and AdBuilder digital marketing products. Adx aims to leverage Collabra's technology for use in other industries with funding support from lead investor Doxxa.

"This is a phenomenal opportunity to expand AdTech in cool ways that have not been seen previously," said Jim DuBois, Adx executive chair. 

Cofano, who will depart the CEO role, said in a news release that he was "proud of the work that our team has done to become the leading MLS-integrated digital ad platform," adding, "I'm excited to see how the real estate industry will benefit from Adx's more expansive products." Collabra COO Margo Fraker will take over as CEO for the combined entity's B2B division. She will be supported by former RE/MAX CEO Adam Contos, who will provide guidance on growth strategies. 

Adx emphasized its commitment to real estate following the transition. "We're doubling down in the real estate industry, where Collabra has an established presence, and then expanding into over 20 additional industries," said Time H. Barrow, chief brand officer at Doxxa. The acquisition is expected to close by April 30.

Lofty unveils new lead gen product 

Just in time for the spring homebuying and selling season, the agent marketing and translation platform Lofty is introducing Lofty Bloom, an automated lead generation product.

The new offering "combines the power of direct mail campaigns with digital retargeting ads and AI-driven follow up," the company said in a news release. The product aims to help agents boost visibility at the ZIP code level and promises "guaranteed exclusivity."  

Lofty says the tool will manage all aspects of the lead gen lifecycle automatically, including prospecting, retargeting, follow-up and nurturing, without the need for agents to execute tasks at various stages. 

"Lofty Bloom is the most dynamic, end-to-end digital farming tool, seamlessly combining postcards, digital marketing, AI-powered nurture, and follow-up for exclusive ZIP Code targeting. Designed to engage homeowners and sellers, it maximizes exposure and ensures agents stand out in their most targeted markets," said Dave Carter, VP at Lofty.

HomeServices signs on with Zillow Showcase

Zillow's premier listing product is now available to all agents under the HomeServices of America umbrella.

Zillow Showcase, an immersive listing product launched in 2023, allows agents to uplevel their listings with enhanced visual features and interactive floor plans. According to Zillow, these enhanced listings receive 81% more page views and typically sell faster and for a higher price than standard listings.

"At HomeServices of America, we believe in empowering our clients when it comes to marketing their home, and we're excited to bring the Zillow Showcase offering to our agents," said Chris Kelly, executive vice president of HomeServices of America, in a news release. 

In addition to helping sellers, Kelly said the product "also provides our agents with a powerful differentiator to win more listings and deliver even stronger results on behalf of their clients."

Zillow, naturally, concurred: "Zillow Showcase provides brokers with a unique market advantage, making it an invaluable tool for recruiting and retaining top agents through unparalleled marketing exposure they can't get elsewhere," said Soumya Tulloss, Zillow senior vice president of agent sales.

Zillow's first Showcase brokerage partnership was with Howard Hanna in Feb. 2024.