DURHAM – Cultivate, which has pivoted to a new focus on real estate from a  “a marketing agency in a box,” has raised $350,000 of an equity round aimed at $400,000, according to a filing with the U.S. Securities and Exchange Commission.

Thirteen investors participated in the round, which required a minimum investment of $2,000.

“We no longer operate in music, we operate exclusively in real estate now,” says CEO Joe Bell.

WRAL TechWire reached out to Bell about why the pivot was made.

We started working in real estate at the beginning of 2018,” he explained.

“We always planned on moving into other verticals and experimented in a number of industries. We had great results in real estate and agents absolutely loved the product. We made the decision to focus exclusively on real estate in mid 2018.”

The company raised $20,000 in debt in 2018, according to another filing.

Editor’s note: This story has been corrected to reflect a change in the company’s focus.