DURHAM – Durham-based First Leads Inc., which use data science to help real estate agents obtain more listings, has raised more than $5 million in an equity offering, according to a filing with the U.S. Securities and Exchange Commission.
The company raised more than $2 million in equity and $750,000 in debt in February.
The company raised more than $757,000 in equity and $500,000 in debt in 2015.
First Leads, which started doing business in 2016, analyzes a real estate agent’s network: the contact list, database, social connections, using complex data science to identify people most likely to sell in the next six to 12 months.
It analyzes more than 700 factors on 215 million people across 100 million households to suggest ways the agent’s can follow up on leads more effectively. The company web site says, “It’s like donning infrared googles on a pitch dark night. The technology reveals.”
Its products include an audience builder, seller scores, a mobile app and appointments feature.
The company serves agents and brokers at more than 200 companies, including Coldwell Banker, RF/Max, Century 21, and Tate.
According to the filing, 30 investors contributed to the current raise.