Privacy Policy

Serve First Realty Inc. ("Serve First Realty," "we," "us," or "our") respects your privacy. This Privacy Policy explains what personal information we collect through www.servefirstrealty.com and related services, why we collect it, who we share it with, how long we keep it, and the rights you have, including the rights California residents have under the California Consumer Privacy Act as amended by the California Privacy Rights Act (together, the "CCPA").

1. Personal information we collect

We collect the following categories of personal information. The categories below use the terms defined in the CCPA.

Sensitive personal information

We do not intentionally collect sensitive personal information as defined by the CCPA, such as Social Security numbers, driver's license numbers, financial account credentials, precise geolocation, racial or ethnic origin, religious beliefs, health information, or the contents of your private communications. We do not use or disclose sensitive personal information for purposes that would require us to offer a right to limit its use. If you voluntarily send us such information, for example in the free-text field of a form or by email, we use it only to respond to your request.

Please note that under regulations effective January 1, 2026, personal information collected from a consumer known to be under 16 years of age is treated as sensitive personal information. Our services are not directed to children, as described below.

Information we do not collect here

This website is an informational and marketing site. We do not process mortgage applications, loan files, or transaction closings through this website. If you engage Serve First Realty for a transaction, or engage another Ashlar Brands business, additional information will be collected through those separate processes and is governed by the disclosures you receive at that time.

2. How we use personal information

We use personal information for the following business and commercial purposes:

• Responding to your inquiries and providing the real estate services you request
• Sending information you have asked for, including property information, market updates, and educational content
• Operating, maintaining, securing, and improving our website
• Measuring and analyzing website traffic and the performance of our content
• Marketing and advertising our services, including advertising shown to you on other websites and platforms
• Detecting and preventing fraud, security incidents, and misuse of our site
• Complying with legal obligations, including real estate recordkeeping requirements, and establishing or defending legal claims

We do not use automated decision-making technology to make decisions that produce legal or similarly significant effects concerning you.

3. Cookies, analytics, and advertising technologies

We use cookies, pixels, tags, and similar technologies. These fall into several groups:

• Strictly necessary. Required for the site to function and to keep it secure. These cannot be turned off through our site.
• Analytics. Help us understand how visitors use the site, which pages are useful, and where people encounter problems. We use third-party analytics providers for this purpose.
• Advertising and remarketing. Allow us and our advertising partners to show you advertisements for our services on other websites and platforms, and to measure whether those advertisements are effective. These technologies may set identifiers that our advertising partners can use to recognize your browser or device across other sites.

Most browsers let you refuse or delete cookies through their settings. Doing so may affect how parts of the site work. Because our use of advertising and remarketing technologies may qualify as "sharing" under California law, please see the section on your California rights below for how to opt out.

4. How we disclose personal information

We disclose personal information to the following categories of recipients:

• Service providers and contractors, who process information on our behalf and are contractually restricted from using it for their own purposes. These include website hosting, customer relationship management, email delivery, form processing, and analytics providers.
• Advertising partners, including advertising networks and social media platforms, in connection with the advertising and remarketing technologies described above.
• Affiliated businesses in the Ashlar Brands family, where you request a service they provide or ask us to connect you. These are separate businesses, described in our Disclosures.
• Professionals involved in a transaction you initiate, such as escrow, title, and lending professionals, where necessary to carry out the services you have requested.
• Legal and safety recipients, including regulators, courts, and law enforcement, where required by law or to protect rights and safety.
• A successor entity, in connection with a merger, acquisition, financing, or sale of assets.

Text message information is handled differently. We do not share mobile phone numbers, text message opt-in data, or text message consent with third parties or affiliates, including the Ashlar Brands businesses, for their marketing or promotional purposes. See Text messages (SMS).

Sale and sharing of personal information

We do not sell personal information for money. However, California law defines "sale" and "sharing" broadly. Our use of advertising and remarketing technologies that disclose online identifiers and browsing activity to advertising partners for cross-context behavioral advertising may be treated as "sharing," and in some interpretations as a "sale," under the CCPA. We therefore treat these activities as sale or sharing and provide you with the opt-out rights described below. We have not knowingly sold or shared the personal information of consumers under 16 years of age.

5. How long we keep personal information

We keep each category of personal information for as long as reasonably necessary for the purpose it was collected, and no longer, unless a longer period is required by law. In practice:

• Inquiry and contact information: retained while we are responding to you and for a reasonable follow-up period afterward, generally up to three years from your last interaction with us, unless you ask us to delete it sooner.
• Transaction-related records: retained for the period required by California real estate recordkeeping rules and applicable tax and legal requirements, which is generally at least three years, and often longer.
• Website analytics and advertising identifiers: retained according to the settings and default retention periods of the analytics and advertising providers we use, typically between fourteen and twenty-six months.
• Marketing subscriptions: retained until you unsubscribe, plus a short period to honor your opt-out.

When information is no longer needed, we delete it or de-identify it.

6. Your California privacy rights

If you are a California resident, the CCPA gives you the rights described below. Whether a business is required to comply with the CCPA depends on statutory thresholds relating to revenue and the volume of personal information handled. We extend these rights to California residents as a matter of practice.

Your rights

• Right to know. You may request the categories and specific pieces of personal information we have collected about you, the categories of sources, our purposes for collecting it, the categories of third parties to whom we disclose it, and the categories we have sold or shared.
• Right to delete. You may request that we delete personal information we collected from you, subject to exceptions such as completing a transaction you requested, security and fraud prevention, and legal compliance. Where an exception applies, we will tell you which one and what information we retain.
• Right to correct. You may request that we correct inaccurate personal information we maintain about you.
• Right to opt out of sale or sharing. You may direct us to stop selling or sharing your personal information for cross-context behavioral advertising.
• Right to limit use of sensitive personal information. Because we do not collect or use sensitive personal information for purposes that trigger this right, there is nothing to limit. If that changes, we will update this policy and provide the mechanism.
• Right to non-discrimination. We will not deny you services, charge you different prices, or provide a different level of quality because you exercised any of these rights.

How to exercise your rights

You can submit a request to know, delete, or correct by any of these methods:

• Using the contact form on our Contact page and stating which right you are exercising
• Emailing us at the address in the Contact section below with the subject line "California Privacy Request"
• Calling us at the telephone number listed on our Contact page

We will acknowledge your request within ten business days and respond within forty-five calendar days. If we need more time, we may extend by an additional forty-five days and will tell you why. To protect your information, we will take reasonable steps to verify your identity before acting, which usually means matching information you provide against information we already hold. If you are confirming a request about sensitive personal information, we will confirm without disclosing the sensitive information itself.

Opting out of sale and sharing, including opt-out preference signals

To opt out of the sale or sharing of your personal information, you may:

• Use the "Your Privacy Choices" or "Do Not Sell or Share My Personal Information" link in our website footer or contact us using the methods above
• Enable an opt-out preference signal in your browser, such as the Global Privacy Control (GPC)

We recognize and honor the Global Privacy Control and other valid opt-out preference signals as a request to opt out of the sale and sharing of personal information for the browser and device that sends the signal. When we process an opt-out request, whether it comes through a link, a cookie control, or an opt-out preference signal, we will display a confirmation that your request has been honored. We will stop selling or sharing your personal information within fifteen business days of receiving your request, and we will not ask you to opt back in for at least twelve months.

Authorized agents

You may use an authorized agent to submit a request on your behalf. We may ask the agent for written permission signed by you and may ask you to verify your identity directly with us.

7. Residents of other states

Several other states have enacted comprehensive privacy laws that provide rights similar to those described above, including rights to access, correct, delete, and opt out of targeted advertising. If you are a resident of such a state, you may submit a request using the same methods, and we will honor it to the extent the applicable law requires.

8. Your choices about communications

You can unsubscribe from marketing emails at any time using the link in any message. We may still send you messages about a transaction or service you have requested. If you provide a telephone number and consent to be contacted, you may withdraw that consent at any time by telling us, and we will honor applicable do-not-call rules.

Text messages (SMS)

If you give us your mobile number and check the text message consent box on one of our forms, you agree to receive text messages from Serve First Realty about your inquiry, appointments, and the services you asked about. Consent to receive text messages is not a condition of any purchase or service.

• Message frequency varies based on your inquiry.
• Message and data rates may apply.
• Reply STOP to any message to stop receiving texts. We will send one message confirming you have opted out. Reply START to opt back in.
• Reply HELP for help, or contact us at (916) 436-3776 or [email protected].
• Carriers are not liable for delayed or undelivered messages.

No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. Text messaging originator opt-in data and consent will not be shared with, sold, rented, or transferred to any third party, affiliate, or lead generator. We share mobile information only with the service providers that deliver our messages, such as our messaging platform and wireless carriers, and only to send you the messages you agreed to receive.

The full text message terms are in our Terms of Use.

9. Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information. No website or method of transmission is completely secure, so we cannot guarantee absolute security. Please do not send sensitive information such as Social Security numbers, account numbers, or financial credentials through our website forms or by unencrypted email.

10. Children

Our website is intended for adults and is not directed to children under 16. We do not knowingly collect personal information from children under 16, and we do not knowingly sell or share it. If you believe a child has provided us personal information, please contact us and we will delete it.

11. Third-party websites

Our site links to websites we do not control, including property search tools, lender sites, government resources, and the other Ashlar Brands businesses. This Privacy Policy does not apply to those sites. Please review their privacy policies.

12. Changes to this policy

We may update this Privacy Policy from time to time. When we do, we will revise the "Last updated" date at the top of the page. If the changes are material, we will provide a more prominent notice. We review this policy at least once every twelve months, as California law requires.

13. Contact us

For questions about this Privacy Policy or to exercise your privacy rights:

• Serve First Realty Inc.
• 1100 Melody Lane, Suite 1028, Roseville, CA 95678
• (916) 436-3776 | [email protected]
• California DRE# 02133513
• Through our Contact page

This Privacy Policy is provided for transparency about our practices. It is not legal advice. Serve First Realty Inc. is a licensed California real estate brokerage, not a law firm.