Privacy Policy

Loftway is a California real estate brokerage located at 1020 S Hope St, Los Angeles, CA 90015. This policy covers loftway.com and the services we provide through it. If you have a question about anything here, email chris@loftway.com.

We collect what you type into our forms. That includes contact and showing-request forms, saved-listing and search-alert signups, open house registrations, and our newsletter. Typically this is your name, email address, phone number, your message, and any preferences you share, such as the neighborhoods, buildings, or price range you are interested in.

You can browse the site without giving us anything. We only learn who you are when you choose to send us a form or reply to one of our emails.

When you visit, we record website activity: the pages and listings you view, when you visit and how long you stay, the page that referred you, and campaign parameters such as UTM tags that show which link or email brought you here. We also receive routine technical details your browser sends, such as device and browser type and an approximate location derived from your IP address.

We keep this activity under a first-party cookie and an anonymous visitor ID that we assign. That ID stays anonymous until you give us a way to connect it to you: submitting a form, or clicking a link in an email we sent you. Once that happens, the pages and listings you viewed become part of your record so our agents can help you without starting over.

We use our own first-party cookie and browser storage to hold the anonymous visitor ID we assign and to keep basic site features working. We also use third-party cookies and pixels from Google Analytics, Meta (Facebook), AdRoll, and Follow Up Boss. They help us measure how the site is used, understand which pages and listings people look at, and show Loftway listings and ads to people who have visited, including on other websites. Those partners may combine that activity with information they already hold about you, under their own privacy policies.

You can clear or block cookies in your browser settings at any time. If you block them, some features, such as saving listings between visits, may not work. Clearing cookies resets your visitor ID, so earlier browsing will no longer be connected to a later form submission.

To stop the Meta Pixel and AdRoll, use “Your Privacy Choices / Do Not Share My Personal Information” in the footer of any page, or turn on Global Privacy Control in your browser. Both choices are described in Your California privacy rights below.

• To respond to your inquiry and help you find a home.
• To send the listings, alerts, and market information you ask for.
• To connect you with a Loftway agent who can answer questions and arrange showings.
• To follow up on your inquiry. Our agents use a customer relationship management system (AgentFlow, also Follow Up Boss) to track conversations and remember what you are looking for.
• To operate, secure, and improve the website, and to understand which pages and listings are useful.
• To meet our legal, licensing, and recordkeeping obligations.

We do not use your information to make automated decisions that have a legal or similarly significant effect on you.

AgentFlow is the tool our agents use to manage their work. An agent may choose to connect their own Gmail or Google Calendar account to AgentFlow.

When an agent connects an account, AgentFlow reads that agent’s inbox and calendar only to draft replies and to suggest showing times. Every draft and every proposed time is shown to the agent for review. Nothing is sent until the agent approves it, and email is sent only when the agent approves it.

Google user data is not sold. It is not used for advertising. It is not shared with third parties except the service providers needed to run the application, and it is not used to train generalized AI models.

AgentFlow’s use of information received from Google APIs adheres to the Google API Services User Data Policy, including the Limited Use requirements.

An agent can disconnect their Google account at any time from AgentFlow, and can ask us to delete the data AgentFlow holds about them by emailing chris@loftway.com.

We share information with our agents and staff who are helping you, and with service providers that run parts of our business: the CRM, email delivery, website hosting, and analytics. They may use it only to provide those services to us.

We may also disclose information when the law requires it, when we need to protect our rights or the safety of others, or as part of a sale or transfer of the business.

We do not sell personal information.

If you live in California, the California Consumer Privacy Act gives you the right to know what personal information we have collected about you and how we use it, to ask us to delete it, to ask us to correct it, and to opt out of its sale or sharing. You also have the right not to be treated differently for exercising these rights.

We do not sell personal information for money. We do share limited online identifiers and browsing activity, such as cookie and pixel IDs, the pages and listings you view, your approximate location derived from your IP address, and campaign details that show which ad or link brought you here, with our advertising partners (Google, Meta, AdRoll, and Follow Up Boss) for cross-context behavioral advertising. Under the CCPA, that counts as sharing for cross-context behavioral advertising.

You can opt out of that sharing at any time. Choose “Your Privacy Choices / Do Not Share My Personal Information” in the footer of any page. We save your choice in that browser, stop the Meta Pixel and AdRoll from loading, and stop their events from firing. We also treat your browser’s Global Privacy Control signal as an opt-out, so when your browser or a browser extension sends it, those advertising pixels do not load. Opting out does not stop Google Analytics or our own first-party visitor tracking, which we use to run and measure the site, and it does not affect how we answer your inquiry.

To make a request, email chris@loftway.com with the subject line “California Privacy Request” and tell us what you want to know, correct, or delete. We will confirm we received it and may ask for details to verify that the request is really yours before we act on it. An authorized agent may submit a request on your behalf with written permission. We respond within 45 days, and we will tell you if we need more time.

We keep inquiry and client records for as long as we are working together and afterward for as long as the law and our brokerage recordkeeping require. Browsing activity that is not linked to a person is kept for a limited period and then discarded. When information is no longer needed, we delete it or remove what identifies you.

We use reasonable technical and organizational safeguards, including encryption in transit and access limited to the people who need it. No website can promise perfect security, so please do not send sensitive information such as Social Security or bank account numbers through our forms.

The site is meant for adults. It is not directed to children under 16, and we do not knowingly collect personal information from them. If you believe a child has given us information, email us and we will delete it.

If we change how we handle information, we will update this page and change the effective date above. Material changes will be described here, so please check back from time to time.