Unlock HomeVestors Marketplace: Boost Network-Wide Seller Lead Conversion.
A centralized, governed marketplace that complements ad-share fairness while enabling faster seller engagement, better lead utilization, and higher conversion efficiency across the franchise ecosystem.
Expanded Seller Lead Visibility
Across eligible franchisees beyond traditional local boundaries
Faster Lead Response
Improving seller engagement and conversion potential
Improved Lead Utilization
With fewer opportunities going unattended due to structured claiming and reassignment
Reduced operational overhead
By minimizing manual coordination and administrative intervention
Network-level Optimization
Routing opportunities to the franchisees best positioned to act
About the Client
About the Client
HomeVestors of America, Inc. is one of the largest residential real estate investment franchise systems in the United States. Its franchise owners acquire properties directly from sellers and depend on timely access to high-quality seller opportunities to drive consistent deal flow.
As the franchise network expanded across markets, distributing seller leads in a way that remained fair, transparent, and operationally efficient became increasingly critical, especially when local capacity and deal appetite varied from franchise to franchise.
The Challenge
Before Marketplace, seller lead distribution relied on an ad-share based allocation model, where leads were automatically assigned based on advertising contribution in a given market. While this ensured baseline fairness, it created real constraints as the network scaled.
Key constraints included:
→ Entitlement over intent: leads were allocated based on ad-share, not real-time franchise capacity or deal appetite.
→ Limited redistribution paths: franchises that couldn’t pursue a lead had no structured way to reassign it.
→ Missed opportunities: other interested franchisees had no consistent mechanism to discover and compete for underutilized opportunities.
→ Slower seller engagement: response times and conversion outcomes suffered when leads were not acted on quickly.
→ Low lifecycle transparency: limited visibility into lead progression beyond initial allocation made network optimization difficult.
HomeVestors needed a mechanism to unlock value after distribution, without disrupting the fairness of the ad-share model.
The Solution
Technoidentity partnered with HomeVestors to deliver HomeVestors Marketplace: a digital, deal-based exchange platform embedded within the UGVille ecosystem, designed to complement, not replace, the existing ad-share lead distribution model.
A fairness-preserving model with dynamic execution:
Seller leads continue to be distributed based on ad-share contribution. The receiving franchise becomes the Listing Franchise. If the Listing Franchise chooses not to pursue the opportunity directly, it can convert the seller lead into a deal listing on Marketplace, defining explicit terms such as pricing expectations, assignment conditions, timelines, and constraints.
Deal-based bidding (not lead-based bidding):
Other franchisees engage by reviewing the deal terms and bidding to execute the deal. Once approved, the winning franchise becomes the Owning Franchise and proceeds to pursue and close the deal, preserving fairness while introducing an intent-driven mechanism to maximize outcomes.
The Outcome
HomeVestors Marketplace transformed lead distribution from a static allocation into a scalable, governed system for network-wide execution and optimization.
Expanded seller lead visibility
Across eligible franchisees beyond traditional local boundaries
Faster lead response
Improving seller engagement and conversion potential
Improved lead utilization
With fewer opportunities going unattended due to structured claiming and reassignment
Reduced operational overhead
By minimizing manual coordination and administrative intervention
Network-level optimization
Routing opportunities to the franchisees best positioned to act
Why It Matters
In franchise ecosystems, scaling isn’t just about generating leads, it’s about ensuring the right operator can act at the right time. HomeVestors Marketplace preserved the fairness of ad-share distribution while adding a governed, transparent layer that improved responsiveness and outcomes across the network.
This is Durable Product Engineering applied to growth infrastructure: building platforms that standardize workflows, increase transparency, and keep execution efficient as complexity increases.