Placester Raises $2.5M to Transform Online Real Estate Marketing

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The Placester Platform Puts Marketing Tools and Data-Driven Personal Websites in the Hands of Every Agent

Responsive Websites for Real Estate

Until now, most of the online marketing tools centralized control within a few big sites, but the modern web is all about empowering individuals to communicate. Placester does that for real estate agents.

Today, Placester announced $2.5 million in seed financing led by new Boston seed fund, Romulus Capital. Founded in 2009, the Placester real estate marketing platform gives agents a way to quickly launch individual marketing sites that are dynamically driven by real estate multiple listing services (MLS), accessible across mobile devices and the web, and integrated with lead management and other marketing services.

“While I was working as a real estate agent, I realized that customers were shopping online, but agents were stuck with antiquated marketing tools and it was almost impossible for us to set up a website,” said Matthew Barba, Placester co-founder and chief executive officer. “We launched Placester to give individual agents the power to market and build relationships online without having to be completely reliant on a few centralized sites.”

Placester takes all of the pain and cost out of launching a mobile-friendly website for showcasing real estate. While traditionally it could take months to create a real estate site, with Placester an agent can get a site up and running in a matter of minutes. The process is simple: Agents choose from a range of beautifully designed themes, request integration with their MLS, and then select customization options that match the look and feel of their brand. Placester takes care of the rest, from cloud hosting and backup to MLS data integration, analytics, and live support. By delivering an all-in-one-platform built specifically for real estate, agents can focus on what’s most important: their customers.

“We have been carefully following online marketing tools for real estate agents, and Placester is unique in how well it specifically addresses the marketing needs of individual agents who spend most of the money in this industry,” said Placester client, Jack Miller. “Until now, most of the online marketing tools centralized control within a few big sites, but the modern web is all about empowering individuals to communicate. Placester does that for real estate agents.”

Key functionality in the Placester platform include:

  • All-in-one website created for mobile and desktop
  • Integration with 85% of the country’s MLSs
  • Built for content marketing and SEO
  • Fully hosted and customizable
  • Open source, allowing for rapid development, iteration, and massive scale

Led by Romulus Capital, other investors in this round included David Anderson, David Cohen, Angel Street Capital, Adam Berrey, Bob Mason, Josh Summers, Jennifer Lum, Techstars, Walt Winshall, John Landry and other prominent Boston investors.

“While other industries have been surging ahead with marketing automation capabilities, real estate agents, who spend $12 billion on online marketing every year, have been left behind,” explained Krishna K. Gupta, founder of Romulus Capital. “We're backing Placester because we see a huge market opportunity to dramatically improve the way real estate professionals market their real estate and because we believe the Placester team understands the business and technology needs of these professionals and this industry better than does anyone else.”

Today, Placester is powering many tens of thousands of real estate websites. The company was founded by Matthew Barba and Frederick Townes, the former CTO of Mashable.com, in 2009. Based in Boston, Placester was in the Boston TechStars spring class of 2010.

About Placester
Placester makes real estate marketing simple, effective, and affordable. Our platform allows agents to quickly create and launch beautiful real estate websites for both desktop and mobile, complete with fully-integrated MLS listing data. We’re dedicated to providing massive distribution, premium listing services, and deep analytics to help real estate companies and professionals stay competitive and grow their businesses online.

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Seth Price
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