Leads for home and trade and real estate come in many flavors. Some come from intuitive URLs. Reply.com, a marketplace for local and category specific leads, reinforced the latter today, acquiring FastRoofingBids.com, FastRoofingLeads.com and LeadToRealty.com.

Reply.com CEO Payam Zamani, in a release, said the acquisitions are consistent with the firm’s strategy to scale within its existing verticals, and also to enter “new emerging categories.”

The company, which filed for an IPO last year, has been developing leads for local advertisers and national firms in such areas as autos, auto loans, B2B, real estate and insurance. It also has launched a new “Leads Exchange.” Zamani added that the firm is looking for similar acquisitions as it plots its growth.

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