MRI Software, a developer of real estate software solutions, has acquired Dynamic Lead Solutions, a provider of technology for tracking and engaging potential residents and analyzing marketing returns.

The acquisition is intended to enhance MRI Living, the company’s range of residential real estate solutions, by giving multifamily owners and operators more tools for managing prospects.

By joining MRI, Dynamic Lead Solutions is expected to benefit from tighter integration of DLS into the MRI Living suite of solutions and deliver improved customer relationship management capabilities to clients.

New York-based DLS employs dashboards, data analysis, automation and customer relationship management functionality to ensure 24/7 management of viewing appointments and 100 percent follow-up and tracking of all leads that come in.

“We see the residential market moving from a lease focus to a customer-centric approach that puts client relationships at the core of each owner or property manager’s business, and, as such, we continue to invest in technologies that are geared for this consumer-driven approach," MRI Software Industry Principal Brian Zrimsek said. "MRI and DLS together will deliver new ways to improve the lead management experience for both leasing agents and prospective residents.”

The DLS acquisition reinforces MRI’s established position in the US residential space, where its clients include AvalonBay Communities, Harbor Group Management and Olympus Property.

The deal follows the recent acquisition of Engage Property Technology, a leading UK-based provider of self-service online portals for the residential space, bringing additional expertise in user experience and consumer-facing apps that benefits MRI globally.