CallMaX acquired by MRI Software

MRI’s acquisition of CallMaX creates a complete marketing and automated communications suite for customers.

Client Description

The company

CallMaX is a leader in SaaS and mobile front-office solutions for apartment communities in the multifamily real estate industry.

The software

CallMaX’s front-office solutions automate inbound call processing, broadcast messages, facilitate resident surveys and manage package-tracking and notifications.


Kennesaw, GA

Buyer Description

The company

MRI Software is a leading provider of innovative real estate software applications and hosted solutions.


Cleveland, OH

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SEG Client, CallMaX, Acquired By MRI Software

October 3, 2016 – Software Equity Group (SEG) announces its client, CallMaX, a leader in SaaS and mobile front-office solutions for apartment communities in the multifamily real estate industry, has been acquired by MRI Software, a global leader in real estate software solutions. CallMaX’s automated communications platform enables communities to significantly improve their leasing and marketing functions, resident communications, office management and maintenance operations with an innovative combination of automated answering and outbound call services, mobile and web technology. SEG served as exclusive advisor to CallMaX.

“In today’s on-demand digital economy, prospects and residents expect leasing and property management teams to be available 24/7,” said Patrick Ghilani, Chief Executive Officer of MRI Software. “With the addition of CallMaX to our portfolio, MRI is now able to offer our multifamily customers a complete marketing and automated communications suite that allows them to generate more and higher quality leads, increase resident satisfaction and improve customer service.”

CallMaX estimates that approximately 80% of multifamily property management firms still rely on inefficient, error-prone and costly approaches to call management. These systems are plagued by poor quality of service, slow response times and high human error rates, which – in turn – lead to lost revenue from missed leasing opportunities and high resident turnover. CallMaX’s front-office solutions enable property management teams to automate inbound call processing, broadcast messages, facilitate resident surveys, and manage package tracking and notifications. Additionally, through the combination of MRI’s Connect suite and CallMaX’s services, marketing and leasing teams can capture and track all prospect leads across channels and analyze campaign performance to optimize marketing ad spend. Built atop a multi-modal communications platform, CallMaX’s solutions enable prospect and resident communications via traditional telephony, text, email, and live web and text chat – allowing prospects and residents to reach leasing and property management teams anytime using their preferred method of communication.

“We are thrilled to be joining forces with MRI Software, a respected and leading brand in the real estate technology sector, and look forward to developing the many synergies that exist between our two companies,” said John Lamb, previously Chief Operating Officer of CallMaX and now Managing Director of MRI’s CallMaX division. “MRI’s focus on customer success aligns perfectly with our commitment to delivering high-quality communications and unparalleled service for leasing teams, property managers, prospects and residents.”

According SEG Managing Partner, Brad Weekes, “The software M&A market continues to be extremely strong with buyers actively seeking platform and tuck-in opportunities.The CallMaX / MRI transaction represents SEG’s fifth announced transaction in 2016.”

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