Solon, Ohio-based real estate software solutions provider MRI Software has acquired Dynamic Lead Solutions (DLS), a New York-based tech company that specializes in managing and engaging potential residents of multifamily communities. MRI Software intends to incorporate DLS’s prospect management tools into its MRI Living suite of residential real estate solutions.

DLS’s prospect management platform uses dashboards, data analysis, automation, and customer relationship management to track all of a multifamily community’s leads. It provides a display of daily tasks and appointments, notifications for phone and email leads, ROI analysis on advertising and staff performance, and automatic email responses.

“In today’s omnichannel marketing environment, multifamily leasing offices require robust tracking and automation capabilities to more efficiently convert leads into leases,” says Brian Zrimsek, industry principal at MRI Software. “With DLS’s lead tracking and prospect management capabilities, leasing agents are better equipped to ensure that all leads are captured and followed up on, freeing them to focus on managing relationships, not data.”

DLS previously had partnered with MRI and its solutions through the MRI Partner Connect program, which allowed MRI users to integrate DLS software into their solutions. MRI will continue to allow its clients to choose whether to integrate DLS or a different lead management solution.

MRI’s real estate solutions include property-level management and accounting, investment modeling, and global analytics. Its existing U.S. clients include AvalonBay Communities, Olympus Property, and Harbor Group Management. The company has recently acquired Engage Property Technology, a U.K.-based self-service online portal provider for residential communities.

“Our priority from day one has been to empower companies in the multifamily sector to keep on top of all leads and make better use of their data—all while providing a complete, professional customer experience,” says Mark Goldberg, co-founder and CEO of DLS. “Joining the MRI family will result in tighter integration of DLS into the MRI Living suite of solutions and deliver more powerful customer relationship management capabilities to clients.”