Legal

Privacy Policy

Last updated June 16, 2026

Effective Date: 2026-06-16

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 websites at rootsrealty.co and calculator.rootsrealty.co (collectively, 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 submit a form on our Site—including consultation requests, resource downloads (guides, checklists), newsletter sign-ups, or contact forms—we collect the personal information you voluntarily provide, which may include:

  • Full name
  • Email address
  • Phone number (mobile or landline)
  • Mailing address
  • Real estate preferences and goals
  • Budget and timeline information
  • 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: To send periodic newsletters containing market updates, investment tips, and new property listings (with your consent).

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, PostHog (product and event analytics), 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 Affordability Calculator

When you use our home affordability calculator at calculator.rootsrealty.co, we collect the following information to generate your personalized estimate:

  • Financial inputs: Annual gross income, monthly debt obligations, and total savings available. These values are used solely to perform the affordability calculation and are not stored independently — only the resulting budget estimate is retained in our records.
  • Loan preferences: Selected or auto-detected loan type (VA, FHA, or Conventional).
  • Veteran status: Whether you identify as a U.S. military veteran. This information is used exclusively to determine eligibility for VA loan products and is not used for any other purpose or shared beyond our internal team.
  • Language preference: Whether you prefer to communicate in Spanish. This is used solely to connect you with a bilingual agent and does not affect any other aspect of your service.
  • Property preferences: Whether you are interested in house hacking (renting part of a home to offset costs) and whether you are interested in suburban markets.

Upon submitting the calculator form, your contact information and results are transmitted to our automation platform (Make.com) to facilitate agent connection and to deliver your results summary by email and, if a phone number is provided, by SMS. Agent assignment is determined by an automated routing algorithm that considers your loan type, budget range, house hack intent, and language preference. You may request information about or object to this automated processing by contacting us at hello@rootsrealty.co.

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 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. (rootsrealty.co and calculator.rootsrealty.co). Vercel serves the Site and keeps standard server and security logs.
  • Content Management and Data Storage: Tuscan CMS, built on Supabase, Inc., hosts the database and content behind the Site's pages. We also use Notion, Google Drive, and Google Sheets to store and organize lead and resource records.
  • Website Analytics: Google Analytics 4 (GA4), provided by Google LLC, measures Site traffic and usage.
  • Product and Event Analytics: PostHog (PostHog, Inc.) measures how visitors use the Site — pages and features viewed, clicks, and conversion events such as form submissions — so we can understand engagement and improve the experience. We use PostHog only for product and event analytics. We do not use PostHog session replay, and PostHog is not used for advertising.
  • 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).
  • 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) and Zapier, Inc. receive your form submissions and route them to our team, inbox, and connected tools.
  • SMS Communications: SimpleTexting delivers text (SMS) messages where you have provided a mobile number and consented.
  • Property Search: Zenlist provides property search tools integrated with the Site.

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.
  • Analytics Cookies: Google Analytics 4 cookies (for example _ga and _ga_*) and PostHog cookies (for example ph_*) 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.
  • 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.

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 message or reply STOP to SMS
  • 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

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

If you are an Indiana resident, the Indiana Consumer Data Protection Act (effective January 1, 2026) gives you 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

If you provide a mobile phone number and opt in, we and our service providers may send you text (SMS) messages related to your inquiry, appointment confirmations, requested resources, and — where you have consented — marketing messages. Message frequency varies. Message and data rates may apply. You can opt out at any time by replying STOP to any message, and reply HELP for assistance. Consent to receive marketing text messages is not a condition of purchasing any property, product, or service. We do not sell or share mobile opt-in information or consent with third parties or affiliates for their own marketing purposes.

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.
230 E 16th St, Indianapolis, IN 46202
Email: hello@rootsrealty.co
Website: https://rootsrealty.co

18. Acknowledgment

BY USING THIS SITE, SUBMITTING ANY FORM, OR ENGAGING WITH OUR SERVICES, YOU ACKNOWLEDGE THAT YOU HAVE READ, UNDERSTOOD, AND AGREE TO BE BOUND BY THESE TERMS & CONDITIONS AND PRIVACY POLICY.