RealPage to Acquire G5 Search Marketing

by Jeff Shaw

RICHARDSON, Texas, and BEND, Ore. — RealPage Inc., a Richardson-based provider of software and data analytics to the real estate industry, has agreed to acquire G5 Search Marketing, Inc. (“G5”), a digital marketing, advertising and analytics provider.

Both companies work in the seniors housing industry. Terms of the transaction were not disclosed.

RealPage plans to combine its own real estate platform with G5’s solutions, accelerating RealPage’s vision for marketing optimization and a better renter experience for its customers. The transaction is expected to close during the third quarter of 2021.

G5 serves over 8,300 sites and has a presence in the multifamily, senior living and self-storage sectors. Since its founding in 2005, G5 has invested in a data-driven SaaS platform that leverages machine learning to automate marketing decisions and customization at scale. Customers deploy G5 to increase property performance, reduce tenant acquisition costs and minimize friction in the renter experience, driving higher net operating income.

“We are seeing a significant transformation in marketing as our customers transition from a focus on lead generation to optimizing the overall renter experience,” says Steve Winn, CEO of RealPage. “This requires forward thinking to both measure and optimize the ROI of the renter journey for our customers. RealPage has been at the forefront of innovation in this arena, enhanced by our acquisition of LeaseLabs in 2018. G5 will help us take this a step further.”

RealPage plans to retain G5’s employees and operations in Bend, Oregon.

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