Legal

Privacy Policy

Last updated October 13, 2026

Effective Date: October 13, 2026

Roots Real Estate Co. Inc. ("Company," "we," "us," or "our") respects your privacy and is committed to protecting your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website at rootsrealty.co (the "Site"), submit any form, or otherwise engage with our services.

By using the Site, you consent to the data practices described in this Privacy Policy. If you do not agree with any part of this Privacy Policy, you must discontinue use of the Site.

1. Information We Collect

1.1 Personal Information You Provide

When you use a form or tool on our Site, including consultation and showing requests, home value requests, our "Find your next move" plan, resource downloads, newsletter sign-ups, questions about a listing, and applications to join our team or become a partner, we collect the personal information you choose to give us, which may include:

  • Full name
  • Email address
  • Phone number (mobile or landline)
  • Mailing address, and the address of a home you ask us to value
  • Real estate preferences and goals
  • Budget and timeline information
  • Your answers to our planning questions, including any short written answers
  • Which listing you asked about, and the day or time you would like to tour it
  • Any other information you choose to provide in form fields or messages

1.2 Purpose of Collecting Email and Phone Number

We collect your email address and phone number for the following specific purposes:

  1. Agent Connection: To facilitate direct communication between you and our real estate agents regarding your inquiry, property interests, or consultation request.
  2. Appointment Confirmation: To confirm, reschedule, or follow up on scheduled consultations.
  3. Resource Delivery: To deliver requested guides, checklists, or educational materials.
  4. Event Invitations: To notify you of upcoming Roots Realty Co. events, webinars, or community gatherings that may be of interest.
  5. Newsletter and Updates: When you submit a form we may add you to our monthly newsletter. You can unsubscribe any time from any newsletter email.

1.3 Automatically Collected Information

When you access the Site, we automatically collect certain information through cookies, pixels, and similar tracking technologies, including:

  • IP address and approximate geographic location
  • Browser type and version
  • Device type and operating system
  • Pages visited and time spent on each page
  • Referring website or source
  • Click patterns and interactions
  • UTM parameters for marketing attribution

This automatically collected information is gathered through Google Analytics 4, Vercel's cookieless Web Analytics and Speed Insights, and our hosting provider's server logs, as described in Sections 3 and 4 below. Where this information is collected through non-essential cookies, it is subject to your consent choice (see Section 4).

1.4 Home Search and Agent-Shared Search Links

Our home search at rootsrealty.co/listings shows listings from the MIBOR Broker Listing Cooperative® (BLC®), delivered to us by MLS Grid. Listing data is about properties, not about you; we store a copy of it on our systems and refresh it at least every 12 hours.

This section applies when you use a private home-search link from one of our agents. Browsing and searching homes on rootsrealty.co/listings does not send any record of your activity to our customer relationship management system; activity is recorded only through a private search link.

A Roots agent can build a saved search for you and send you a private link (rootsrealty.co/listings/s/ followed by a random code). That link is tied to your record in our customer relationship management system and to the agent who sent it. Anyone who has the link can open it; it does not reveal your name or contact details to the person opening it, and you can ask your agent to turn it off at any time. When you open a link from your agent, we record the following so your agent can help you:

  • Link opens: the date and time the link was opened.
  • Listing activity: which listings you viewed or clicked in that browser tab after opening the link (recorded under the consent rules in Section 4.1).
  • Saved homes: which homes you mark as favorites (the heart) or remove. Saved homes are kept with your search link so they appear on any device where you open it, and your agent can see them. You asked for this feature, so it works whether or not you accept analytics cookies.
  • Tour requests: if you ask to tour a home after opening the link, we note that request against your search link, in addition to receiving the details you submit in the form.
  • Technical context: a random first-party session identifier stored in a cookie (rt_hs, about 30 days) that is set when you open the link, the page path (without any search terms), the website that referred you (domain only), a broad device class (for example, browser or link preview), and your cookie consent state. The code from your link is kept in your browser tab's session storage so later views in that tab can be matched to your search; it is not placed in page addresses. To show which homes are new since your last visit, your browser also keeps the time of your last visit to that link on your own device (local storage); it is never sent to us. We do not store your IP address, your full browser identifier, or your location from these events.

Link opens, tour requests, and saved homes are recorded as part of providing the service you or your agent asked for, whether or not you accept analytics cookies. Listing views and clicks follow the same consent rules as the rest of the Site (see Section 4.1). If you are in the United States or the rest of the world, they are recorded by default unless you decline analytics cookies or your browser sends a Global Privacy Control signal. If you are in the EU, EEA, UK, or Switzerland, they are recorded only after you choose "Accept." This activity is shown to your agent and to Roots staff who support them, and to nobody else; it is never sold or shared for advertising. We keep individual activity events for 180 days and keep only summary counts (for example, the number of times a link was opened) after that. Homes you mark as favorites are saved with your search link until you remove them, so your agent can see what you liked. If a link is turned off, it stops working and stops recording new activity. Saved homes and the activity already recorded stay in our records (individual activity events for 180 days, as above) until you ask us to delete them. We also note what kind of device opened a link (for example a person's browser, a link preview from a messaging app, or an automated crawler). Previews and crawlers are saved with that label but are never counted as your activity or shown to your agent as something you did. When you request a tour from a search link, we email the agent responsible for the link with the home, your name and contact details, and the time you asked for. Your agent may also get an occasional email summarizing homes their clients have saved. To stop a search link, change what is recorded, or ask us to delete this activity, contact your agent or email hello@rootsrealty.co.

1.5 Find Your Next Move Plan

Our "Find your next move" tool asks about your plans for buying, selling, or investing and builds a step-by-step plan from your answers. To email you your plan or start a conversation with our team, we ask for your first name, last name, and email address, and a phone number if you would rather get a call.

When you do that, we:

  • save your answers and the plan we built from them in an encrypted record, so the link in your email keeps working. That record is deleted automatically 90 days after it is created;
  • email you the plan, with a link to a PDF copy; and
  • create a lead and contact record for you in our customer relationship management system and notify our team so someone can follow up.

Some questions let you type a short answer in your own words. We send only short answers that pass our screening to TypeSafe, Inc., an AI service provider, so it can sort them into our standard categories. We never send your name, email address, phone number, or any dollar amounts, and TypeSafe is not told who you are.

The money questions are optional. If you answer them, the answers are used to work out your estimates and are kept only inside the encrypted plan record. We use a security check (Cloudflare Turnstile) on the form to block automated submissions.

1.6 Information From Other Sources

Some leads reach us through other services. If you book a call with us through Calendly, we receive your name, email address, phone number if you gave one, and the details of your booking. If you contact us through BiggerPockets, we receive the contact details and message you provide there. We may follow up with you by email about your booking or message.

2. How We Use Your Information

We use the information we collect for the following purposes:

  • To connect you with our real estate agents for personalized service
  • To respond to inquiries and provide requested information
  • To schedule and confirm consultations
  • To deliver guides, resources, and educational content
  • To build and email your Find your next move plan
  • To show you the listings and saved homes you ask to see, and to notify your agent when you request a tour
  • To send marketing communications including newsletters and event invitations
  • To improve our Site, services, and user experience
  • To analyze Site traffic, product usage, and marketing effectiveness
  • To run targeted advertising campaigns on third-party platforms
  • To comply with legal obligations
  • To protect our rights and the security of our Site

3. Third-Party Service Providers

We share your information with third-party service providers who assist us in operating our business. These providers are contractually obligated to protect your information and use it only for the purposes for which it was disclosed. Our service providers include:

  • Website Hosting: Vercel, Inc. Vercel serves the Site and keeps standard server and security logs.
  • Image and Media Delivery: Cloudflare, Inc. hosts and delivers the images and media on the Site. Your browser connects to Cloudflare directly to load them, so Cloudflare receives standard request information such as your IP address and browser type.
  • Content Management and Data Storage: Tuscan CMS, built on Supabase, Inc., hosts the database and content behind the Site's pages. We also use Google Drive and Google Sheets to store and organize lead and resource records.
  • Customer Relationship Management: Our own customer relationship management system, hosted by Vercel, Inc. and Supabase, Inc., holds the lead records described in Section 5 so our team can respond to and follow up on your inquiry.
  • Website Analytics: Google Analytics 4 (GA4), provided by Google LLC, measures Site traffic and usage.
  • Site Measurement: Vercel, Inc. runs Vercel Web Analytics and Vercel Speed Insights, which count page views and measure how fast pages load. They use no cookies and set no identifier in your browser, and they run whether or not you accept analytics cookies.
  • Video: Podcast pages embed YouTube videos using YouTube's privacy-enhanced mode (youtube-nocookie.com). When a video loads, your browser contacts Google/YouTube directly, so they receive standard request information such as your IP address and browser type.
  • Security Checks: Cloudflare, Inc. (Turnstile) checks that form submissions come from a person. It receives standard request information such as your IP address and browser details.
  • AI Text Understanding: TypeSafe, Inc. reads short, screened written answers in the Find your next move tool and sorts them into standard categories, as described in Section 1.5. It does not receive your name, contact details, or dollar amounts.
  • Advertising and Measurement: Meta Platforms, Inc. (Facebook/Instagram). We use the Meta Pixel to measure ad performance and to build and reach audiences for advertising. When the Meta Pixel is active, certain event and identifier data is shared with Meta for these purposes (see Section 4 for how the pixel is gated, and Sections 5, 11, and 13 for your opt-out and "sale/share" rights).
  • Transactional and Notification Email: Google LLC (Google Workspace and Gmail) delivers the confirmation and follow-up emails we send you, and the new-inquiry notifications we send our team. The contents of those messages pass through Google's mail systems.
  • Email Marketing and Newsletters: Beehiiv, Inc. delivers our newsletters and marketing emails.
  • Scheduling: Calendly, LLC powers consultation booking.
  • Automation and Form Routing: Make.com (Celonis SE) receives your form submissions and routes them to our team, inbox, and connected tools.
  • Internal Team Notifications: Slack Technologies, LLC (a Salesforce company) delivers new-inquiry notifications to our team's internal workspace. These notifications include the contact details and the message you submitted.
  • Property Search: Listing data on rootsrealty.co/listings comes from the MIBOR Broker Listing Cooperative® through MLS Grid, Inc. MLS Grid and MIBOR provide listing data to us; they do not receive your personal information from the Site. Listing photos are stored and delivered by Cloudflare, Inc.

Each provider handles data only to provide its service to us, under its own terms and privacy commitments. We may also disclose information if the law requires it, to protect our rights or safety, or as part of a merger, acquisition, or sale of the business.

4. Cookies and Tracking Technologies

We use cookies, pixels, and similar tracking technologies to keep the Site working and to understand how it is used. These technologies include:

  • Essential Cookies: Required for basic Site functionality and security. These always run.
  • Consent Cookies: First-party cookies that run the consent banner described below. tuscan_consent (functional, about one year) remembers your cookie choice so we do not ask again, and tuscan_geo (functional, about six hours) stores a rough region (EU versus rest of world) so the banner shows the right options. Neither tracks you across other sites.
  • Home Search Cookie: rt_hs is a first-party functional cookie (about 30 days) that holds a random session identifier. It is set only when you open a private search link from one of our agents, and it is used only to group your activity on that link, as described in Section 1.4. It does not track you across other sites and is not used for advertising.
  • Analytics Cookies: Google Analytics 4 cookies (for example _ga and _ga_*) help us understand Site usage and product engagement. These are non-essential and run subject to your consent choice.
  • Advertising Cookies and Pixel: The Meta Pixel is used for retargeting, audience building, and conversion measurement, and shares event data with Meta. This is the only cross-site advertising technology on the Site, and it is gated behind your consent choice as described below.
  • Vercel Web Analytics and Speed Insights: These count page views and page speed without cookies or a browser identifier, and run regardless of your analytics choice.
  • Browser Storage: To keep your place and settings, your browser stores small items on your own device: your in-progress answers for the Find your next move tool, the buyer and investor quizzes, and the needs-and-wants checklist (the quizzes and checklist also keep any contact details you have typed so far); which quizzes you have finished; which resource downloads you have unlocked; the agent who referred you to a resource; the page, referring site, and campaign tags (UTM) that first brought you to the Site, so a later form can credit it; whether the newsletter pop-up has been shown, dismissed, or answered; and the search-link items described in Section 1.4. Except for the source and referral details, which go with a form you submit, none of this is sent to us until you submit the related form. You can clear it in your browser settings.
  • UTM Tracking: Parameters in links that attribute traffic to its source and marketing campaign.

4.1 How We Ask for Consent

The Site uses a geo-aware cookie-consent banner together with Google Consent Mode v2 to decide what runs:

  • EU, EEA, UK, and Switzerland: Non-essential analytics and the Meta Pixel stay off until you choose "Accept." Nothing non-essential runs before that opt-in.
  • United States and the rest of the world: We show a short notice. Analytics runs by default, and you can decline at any time. The Meta Pixel is treated as opt-out: it loads by default in this region but stops as soon as you decline or use the controls below.
  • Global Privacy Control (GPC): If your browser or extension sends a GPC signal, we honor it automatically as an opt-out — analytics is not set, and the Meta Pixel does not load. You do not need to do anything else.

Even when analytics is declined, Google Consent Mode lets us see anonymous, modeled traffic totals rather than your individual activity. The Meta Pixel specifically is held off whenever you are in the EU/EEA/UK/Switzerland and have not yet accepted, whenever a GPC signal is present, and whenever you have declined or opted out.

4.2 Managing Your Cookie Choices

  • Use the "Your Privacy Choices" link in the Site footer to reopen the consent banner and change your choice (opt in or opt out of analytics and advertising cookies) at any time.
  • Block or delete cookies through your browser settings. Every major browser supports this, though disabling some cookies may affect Site functionality.
  • Install Google's Analytics opt-out browser add-on to opt out of Google Analytics everywhere.

5. How We Share Your Information

We do not sell your personal information for money. We may share your information in the following circumstances:

  1. With Service Providers: As described in Section 3, to facilitate our business operations.
  2. With Affiliated Agents: Lead information is stored centrally and accessed by our team to provide you with service.
  3. For Advertising and Measurement: When the Meta Pixel is active, event and identifier data is shared with Meta to measure and target advertising. Under California and similar state laws this may be treated as a "share" (or a "sale") of personal information for cross-context behavioral advertising. You can stop this at any time using the "Your Privacy Choices" footer control, by sending a Global Privacy Control signal, or by disabling advertising cookies in your browser (see Sections 4, 11, and 13).
  4. For Legal Compliance: When required by law, subpoena, court order, or government request.
  5. To Protect Rights: To enforce our Terms, protect our property, or defend against legal claims.
  6. Business Transfers: In connection with a merger, acquisition, or sale of assets, your information may be transferred.

6. Data Security

We implement reasonable administrative, technical, and physical safeguards to protect your personal information from unauthorized access, disclosure, alteration, or destruction. However, no method of transmission over the Internet or electronic storage is 100% secure. We cannot guarantee absolute security, and you transmit information at your own risk.

7. Data Retention

We retain your personal information only for as long as necessary to fulfill the purposes for which it was collected, including to satisfy legal, accounting, or reporting requirements. When we no longer need your information, we will securely delete or anonymize it.

Home search activity events described in Section 1.4 are kept for 180 days from the date they occurred; summary counts attached to a saved search are kept for as long as the search exists in our records.

Saved Find your next move plans are encrypted and deleted automatically 90 days after they are created. The rest of your information, including your lead and contact record, is kept while we work with you and as long as needed for legal, tax, and real estate brokerage record-keeping. You can ask us to delete it (see Section 8).

8. Your Rights and Choices

Depending on your location, you may have certain rights regarding your personal information:

  • Access: Request a copy of the personal information we hold about you
  • Correction: Request correction of inaccurate or incomplete information
  • Deletion: Request deletion of your personal information, subject to legal exceptions
  • Opt-Out of Marketing: Unsubscribe from emails via the link in any newsletter email. To stop texts, reply STOP or tell your agent, or email hello@rootsrealty.co, and we will stop texting you.
  • Opt-Out of Advertising and Analytics Cookies: Use the "Your Privacy Choices" footer control, send a Global Privacy Control signal, or manage cookies in your browser
  • Home Search Links: Ask your agent, or email hello@rootsrealty.co, to deactivate a search link sent to you or to delete the activity recorded through it.

To exercise any of these rights, contact us at hello@rootsrealty.co.

9. Children's Privacy

Our Site is not directed to individuals under the age of eighteen (18). We do not knowingly collect personal information from children. If you believe we have inadvertently collected information from a child, please contact us immediately, and we will take steps to delete such information.

10. International Users

The Site is operated from the United States. If you access the Site from outside the United States, you consent to the transfer, storage, and processing of your information in the United States, where data protection laws may differ from those in your country. If you are in the EU, EEA, UK, or Switzerland, you also have the GDPR-style rights to access, correct, delete, restrict, or object to our processing of your personal data, to request data portability, to withdraw consent where processing is based on consent, and to lodge a complaint with your local data protection authority. To exercise these rights, email hello@rootsrealty.co.

11. California Privacy Rights

If you are a California resident, you have rights under the California Consumer Privacy Act, as amended by the California Privacy Rights Act (CCPA/CPRA), including the right to know what personal information we collect, to access and delete it, to correct inaccuracies, and to opt out of the "sale" or "sharing" of personal information. We do not sell personal information for money. However, our use of the Meta Pixel for advertising may qualify as a "sale" or "share" of personal information for cross-context behavioral advertising under California law. You can opt out by using the "Your Privacy Choices" control in the Site footer, by sending a Global Privacy Control signal, or by disabling advertising cookies in your browser. We will not discriminate against you for exercising any of these rights. To make a request, contact us at hello@rootsrealty.co.

12. Indiana Privacy Rights

Indiana's Consumer Data Protection Act may not apply to us because of our size, but we extend the same rights to all Indiana residents. You have the right to:

  • Confirm whether we process your personal data and access that data;
  • Correct inaccuracies in your personal data;
  • Delete personal data you provided or that we obtained about you;
  • Obtain a portable copy of the personal data you previously provided; and
  • Opt out of the processing of your personal data for (a) targeted advertising, (b) the sale of personal data, or (c) profiling in furtherance of decisions that produce legal or similarly significant effects.

To exercise these rights, email us at hello@rootsrealty.co. We will respond within 45 days (we may extend once by an additional 45 days when reasonably necessary, and will notify you). If we decline to act on your request, you may appeal by replying to our response or emailing hello@rootsrealty.co with the subject line "Privacy Appeal." If your appeal is denied, you may submit a complaint to the Indiana Attorney General.

13. Other U.S. State Privacy Rights

Residents of other states with comprehensive consumer privacy laws — including California, Virginia, Colorado, Connecticut, Utah, Texas, Oregon, and Montana — may have similar rights to access, correct, delete, and obtain a copy of their personal data, and to opt out of targeted advertising, the sale of personal data, or certain profiling. We do not sell personal data for money. To the extent we share data with advertising partners for targeted advertising (for example, through the Meta Pixel and analytics cookies described above), you may opt out by using the "Your Privacy Choices" footer control, by sending a Global Privacy Control signal, by disabling advertising cookies through your browser or device settings, or by contacting us at hello@rootsrealty.co. We will not discriminate against you for exercising any of these rights.

14. Text Message (SMS) Communications

Our agents may text you from their own phones about your inquiry. Reply STOP or tell your agent, or email hello@rootsrealty.co, and we will stop texting you. We do not send automated marketing text messages.

15. Do Not Track and Global Privacy Control

Some browsers offer a "Do Not Track" (DNT) setting or transmit a Global Privacy Control (GPC) signal. We treat a recognized GPC signal received from your browser or device as a request to opt that browser or device out of the sale or sharing of personal data and of targeted advertising, and we honor it automatically: analytics is not set and the Meta Pixel does not load. Because there is no common industry standard for DNT, we otherwise handle your information as described in this Privacy Policy.

16. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. Changes will be posted on this page with an updated effective date. Your continued use of the Site after any changes constitutes acceptance of the revised Privacy Policy.

17. Contact Us

If you have questions about this Privacy Policy or our data practices, please contact:

Roots Real Estate Co. Inc.
6334 Westfield Blvd #205, Indianapolis, IN 46220
Phone: (317) 476-3338
Email: hello@rootsrealty.co
Website: https://rootsrealty.co