Industry Veteran Lee Henderson Joins Brokerage as Vice President of Sales –

Partner Agent Referral Program Offers Qualified Leads for Agents

San Francisco, CA —EMBARGOED: Tuesday, April 22nd, 2014 till 8:35 AM PST GrayRoost brokerage, a technology-focused real estate brokerage powered by social media data, announced today an expansion into Southern California aided by an executive appointment and the launch of a Partner Agent Referral lead generation program. Industry Veteran Lee Henderson joins the GrayRoost team as Vice President of Sales, and will manage the Southern California expansion and the social media-driven partner program.

The leads from the Partner Agent Referral program are based upon GrayRoost’s algorithms that are built upon social media data. This data means buyer visitors to the GrayRoost site are more likely to see the types of properties that meet their needs. It also gives sellers information they need to price the house competitively. Both of these attributes result in partner agents receiving leads from both buyers and sellers who are more informed and can be further along in the real estate process than leads coming from other sources.

The GrayRoost Partner Agent Referral program allows non-GrayRoost agents to receive leads from the advanced GrayRoost home search. Prospective home buyers or sellers that use the GrayRoost site and are looking for homes out of the GrayRoost coverage area will now be referred to expert agents at other brokerage firms. The program begins in San Diego and expands to the rest of Southern California in later February. It allows other agents to greatly expand their base of leads while providing GrayRoost with referral fees.

“We are very pleased to welcome Lee to the GrayRoost team and to expand into the Southern California market,” said Vikram Raghavan, CEO and co-founder at GrayRoost. “Our referral program provides agents with access to our home search feature that is tied to Facebook data, so buyers are presented with homes that best match their demographic data. This is a distinct competitive advantage for us as we are the first broker to incorporate this social information. We also predict steady adoption of our partner program as it offers a great recommendation tool for aggressive agents.”

A 25-year real estate industry veteran, Mr. Henderson previously held senior executive positions at Home Store America, Intero Real Estate, Pacific Union Real Estate and

About GrayRoost

GrayRoost is a new technology-focused, customer-centric real estate brokerage that focuses on making the home buying and selling process faster, easier, and more transparent. We believe that real estate transactions ought to be focused around exceptional client service and data. We recognize that a home is not just a place you live in but also the biggest investment you make. To that end, our goal is to provide our clients with great analysis and exceptional customer service to ease the decision making process. Gray Roost is a licensed broker in California (and other states as applicable). For more information, visit

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Alexandra Buchanan