Privacy Policy
Pro Forma Services, LLC
Last Updated: April 16, 2026
This Privacy Policy describes how Pro Forma Services, LLC ("Pro Forma," "we," "us," or "our") collects, uses, discloses, and protects personal information in connection with our technology platform that powers rental listing websites and related services for property management companies and licensed real estate brokerages ("Operators").
This Privacy Policy applies to personal information we process in connection with:
- Rental listing websites and related inquiry tools we operate on behalf of Operators (each, a "Platform")
- Our corporate website at proformahq.com
- Other services we provide to Operators that involve the processing of personal information
By using a Platform or any of our services, you acknowledge that you have read and understood this Privacy Policy.
1. Our Role in Data Processing
Pro Forma processes personal information in two distinct capacities. Understanding which capacity applies to a given activity is important because it determines who is primarily responsible for that processing and where you should direct questions or requests.
1.1 As a Service Provider to the Operator
When you submit an inquiry, save a listing, or otherwise interact with a Platform in connection with a specific Operator, Pro Forma processes your personal information as a service provider to that Operator. The Operator is the primary party responsible for your information and its use, including deciding how to respond to your inquiry, whether to enter into a lease with you, and how long to retain information for the Operator's own business purposes.
In this capacity, Pro Forma processes personal information only to provide services to the Operator and only as permitted under our contract with the Operator. We do not use personal information processed as a service provider for our own independent purposes beyond what is necessary to provide the services and operate the Platform.
1.2 As a Business for Our Own Purposes
Pro Forma also processes personal information as a business in its own right. This includes processing for purposes such as:
- Operating, maintaining, securing, and improving the Platform and our other services
- Producing aggregate analytics and insights about platform usage
- Developing, testing, and improving our software, including our artificial intelligence and machine learning systems
- Detecting and preventing fraud, abuse, and security threats
- Maintaining records required for our own compliance with applicable laws
- Defending against or responding to legal claims
In this capacity, Pro Forma is the party responsible for the processing, and questions or requests relating to this processing should be directed to us.
1.3 Both Capacities May Apply
The same information is often processed in both capacities at the same time. For example, information from an inquiry form is used both to respond to you on behalf of the Operator (service provider capacity) and to improve our leasing software (business capacity). The sections below describe both capacities together.
2. Categories of Personal Information We Collect
In the past 12 months, we have collected the following categories of personal information, as defined under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):
Identifiers: Name, email address, phone number, IP address, device identifiers, and online identifiers.
Customer Records: Contact information and inquiry content you submit through forms.
Commercial Information: Records of listings viewed, properties of interest, and inquiry history.
Internet or Network Activity: Browsing history on the Platform, interactions with Platform features, and referring websites.
Geolocation Data: Approximate location derived from IP address. We do not collect precise geolocation data.
Inferences: Preferences and interests derived from your activity on the Platform.
Professional or Employment Information: If you are an employee or representative of an Operator using our services, limited professional information such as job title and work contact information.
We do not intentionally collect the following categories:
Sensitive Personal Information as defined under CPRA, including government identifiers, precise geolocation, racial or ethnic origin, religious beliefs, union membership, the contents of your mail or communications (except communications directed to us), genetic data, biometric information, health information, or information about your sex life or sexual orientation. If you voluntarily provide sensitive personal information to us (for example, information about a disability when requesting an accommodation), we use it only for the purpose for which you provided it and do not disclose or use it for inferring characteristics about you.
3. Sources of Personal Information
We collect personal information from the following sources:
Directly from you when you submit forms, communicate with us, save listings, or otherwise interact with the Platform.
Automatically when you use the Platform, including through cookies and similar tracking technologies.
From the Operator when they refer you to a Platform or provide your contact information in connection with a rental inquiry they received through other channels.
From service providers who assist in operating the Platform, such as hosting, analytics, and communications delivery providers.
4. Purposes for Collecting and Using Personal Information
We use personal information for the following business and commercial purposes:
4.1 Service Provider Purposes (on behalf of the Operator)
- Responding to your inquiries about rental properties
- Sharing your inquiry with the Operator so they can respond
- Facilitating communications between you and the Operator (including delivery of SMS and email communications where the Operator has engaged us for this purpose)
- Saving listings and preferences for your use on the Platform
4.2 Pro Forma's Own Business Purposes
- Operating, maintaining, and improving the Platform
- Ensuring Platform security and preventing fraud and abuse
- Producing aggregate analytics about Platform usage
- Developing and improving our software, including AI and machine learning systems used in our leasing communications products
- Maintaining records required for our own legal and regulatory compliance, including records related to the Telephone Consumer Protection Act
- Defending against or responding to legal claims
- Communicating with you about changes to the Platform or this Privacy Policy
5. How We Share Personal Information
We share personal information with the following categories of third parties for the purposes described below:
With the Operator: When you submit an inquiry or otherwise interact with a Platform in connection with an Operator, we share the relevant information with that Operator so they can respond to you and provide rental services. Because we process this information as a service provider to the Operator, the Operator is not a "third party" for CCPA/CPRA purposes.
With Service Providers: Hosting providers, analytics services, SMS and email delivery services, CRM and property management software providers, customer support tools, and other vendors who help us operate the Platform. These providers are contractually required to protect personal information and use it only for the services they provide to us.
For Legal Reasons: When required by law, regulation, subpoena, court order, or other legal process, or when we believe disclosure is necessary to protect our rights, your safety or the safety of others, investigate fraud, or respond to a government request.
In Business Transfers: If Pro Forma is involved in a merger, acquisition, financing, reorganization, bankruptcy, or sale of assets, personal information may be transferred as part of that transaction. We will notify you of any such change in ownership or control of your personal information.
With Your Consent: For any other purpose disclosed to you at the time we collect the information, or with your consent.
5.1 We Do Not Sell Personal Information
We do not sell personal information as "sale" is defined under CCPA and CPRA.
5.2 Sharing for Cross-Context Behavioral Advertising
Under CPRA, "sharing" has a specific meaning related to disclosures for cross-context behavioral advertising. We do not currently share personal information for cross-context behavioral advertising purposes. If this changes, we will update this Privacy Policy and provide the required opt-out mechanisms, including a "Do Not Sell or Share My Personal Information" link.
5.3 Mobile Opt-In and SMS Consent Data
We do not share mobile opt-in data or consent with third parties or affiliates for marketing or promotional purposes. SMS consent is not sold, rented, or shared with any third party, and is used solely to deliver the messages the user has opted in to receive and to maintain records of consent as required by the Telephone Consumer Protection Act.
6. Cookies and Tracking Technologies
We use cookies and similar tracking technologies to operate the Platform, remember your preferences, analyze usage, and improve our services. The categories of cookies we use include:
Strictly Necessary Cookies: Required for the Platform to function, such as session management and security.
Functional Cookies: Remember your preferences and settings, such as saved listings.
Analytics Cookies: Help us understand how the Platform is used so we can improve it.
You can control cookies through your browser settings. Disabling certain cookies may affect Platform functionality. We respect Global Privacy Control (GPC) signals where required by applicable law.
7. Retention of Personal Information
We retain personal information for the periods described below. In some cases, we retain information for longer periods if required by law, necessary to establish or defend legal claims, or otherwise necessary to fulfill the purposes described in this Privacy Policy.
Contact form submissions and inquiry content: 180 days from the date of last activity, unless the Operator's retention requirements or a legal obligation requires a longer period.
SMS, text message, and voice communications, including consent records: 4 years, to comply with the Telephone Consumer Protection Act's recordkeeping needs and applicable statutes of limitations.
Automatically collected technical information (server logs, IP addresses, device identifiers): 12 months.
Account or preference data: Until you request deletion or close your account, subject to any legal retention requirements.
Aggregated or deidentified data: May be retained indefinitely, as it no longer identifies any individual.
8. Data Security
We implement reasonable technical and organizational measures designed to protect personal information against unauthorized access, alteration, disclosure, or destruction. These measures include encryption in transit and at rest, access controls, logging and monitoring, regular security reviews, and vendor due diligence.
No method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security.
8.1 Breach Notification
In the event of a data breach affecting your personal information, we will notify you and applicable regulators as required by applicable law, including California Civil Code § 1798.82 and other applicable breach notification statutes.
9. Your Privacy Rights
Depending on where you live, you may have certain rights with respect to your personal information. Where these rights relate to information we process as a service provider to an Operator, we will either fulfill the request ourselves where we are able to do so or forward the request to the Operator. Where these rights relate to information we process for our own business purposes, we will fulfill the request directly.
9.1 California Residents (CCPA/CPRA)
If you are a California resident, you have the following rights:
Right to Know: You may request disclosure of the categories and specific pieces of personal information we have collected about you, the sources of that information, the purposes for collecting it, and the categories of third parties with whom we have shared it.
Right to Delete: You may request deletion of personal information we have collected from you, subject to certain exceptions (for example, where we need to retain information to complete a transaction, comply with a legal obligation, or defend a legal claim).
Right to Correct: You may request correction of inaccurate personal information we maintain about you.
Right to Opt Out of Sale or Sharing: We do not sell personal information or share it for cross-context behavioral advertising. If this changes, you will have the right to opt out.
Right to Limit Use of Sensitive Personal Information: You may limit our use of sensitive personal information to purposes necessary to provide the services you requested.
Right to Non-Discrimination: We will not discriminate against you for exercising your privacy rights, including by denying you services, charging different prices, or providing a different quality of service.
To exercise any of these rights, contact us at privacy@proformahq.com. We will verify your request using reasonable measures before responding. We will respond to verifiable requests within 45 days, with the option to extend by an additional 45 days if reasonably necessary.
You may authorize an agent to make requests on your behalf, subject to our verification requirements.
9.2 Residents of Other States with Comprehensive Privacy Laws
If you reside in Virginia, Colorado, Connecticut, Utah, Texas, Oregon, Montana, Delaware, Iowa, Tennessee, Indiana, New Jersey, New Hampshire, Kentucky, Minnesota, Maryland, Rhode Island, or another state with a comprehensive privacy law, you may have similar rights to access, delete, correct, or opt out of certain processing of your personal information. Please contact us at privacy@proformahq.com to exercise these rights. We will respond consistent with applicable law.
9.3 Appeals
If we deny your privacy rights request in whole or in part and applicable law provides an appeal mechanism, you may appeal our decision by emailing privacy@proformahq.com with the subject line "Privacy Appeal." We will respond to appeals within the time required by applicable law.
10. Communications from Operators
When you provide your phone number or email address through a Platform, the Operator whose Platform you are using may contact you to respond to your inquiry and provide rental services. The specific practices for how each Operator contacts you, including any consent requirements, opt-out mechanisms, and use of automated or AI-generated messages, are the Operator's responsibility.
Where we deliver communications on behalf of an Operator, we do so as the Operator's service provider and under their direction. Questions about communications you receive from an Operator should be directed to that Operator.
11. Minimum Age
The Platform is intended for users 18 years of age or older. We do not knowingly collect personal information from individuals under 18. If you believe we have collected information from someone under 18, please contact us at privacy@proformahq.com and we will delete it.
12. International Users
Pro Forma is based in the United States, and the personal information we collect is processed and stored in the United States. If you are located outside the United States, please be aware that the laws governing personal information in the United States may differ from the laws of your country of residence. By using the Platform, you acknowledge that your personal information will be transferred to and processed in the United States.
13. Changes to This Privacy Policy
We may update this Privacy Policy from time to time. When we make material changes, we will update the "Last Updated" date at the top of this page and, where practicable, provide additional notice through the Platform or by email. Your continued use of the Platform after any changes constitutes your acceptance of the updated Privacy Policy.
14. Contact Us
If you have questions about this Privacy Policy or our privacy practices, or if you wish to exercise any of your privacy rights, please contact us at:
Pro Forma Services, LLC
Attn: Privacy
1301 N Broadway, STE 32095
Los Angeles, CA 90012
Email: privacy@proformahq.com
For questions about communications from a specific Operator, please contact that Operator directly using the contact information provided on their Platform.
