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Privacy Policy

Privacy Policy

The Picerne Group PRIVACY POLICY

(Updated 10/1/2021)

The Picerne Group (“Picerne,” “we,” “us,” or “our”) respects the privacy of your information. This privacy policy (“Privacy Policy” or “Policy”) describes our privacy practices regarding personal information we collect from persons (“you” or “your”) who access websites that are owned and operated by us, including our RENTCafĂ© Resident Portal website, and our related mobile applications that may be available for download (collectively, the “Site”). This Privacy Policy may also apply to information we collect when you apply or rent at one of our properties; through our offline interactions, including property visits; when you engage with us as a third-party vendor or contractor; and through other general inquiries we receive, including postal mail, electronic mail, telephone requests, and in person. Collectively, we refer to the websites, online services, property visits, and offline interactions as “Services.”

The purpose of this Privacy Policy is to inform you about the types of personal information we collect about you, why we collect it, how we may use it, whether we disclose the information to third parties, and the choices you have regarding how to access, delete, correct, change, and limit our use of the information.


We collect various types of personal information about you whenever you provide information to us, transact business with us, or use the Site or other Services. For purposes of this Privacy Policy, “Personal Information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with you or your household. Personal Information does not include de-identified or aggregate consumer information, or public information lawfully available from governmental records.

Personal Information we collect may include:

  • Personal Identifiers such as your first and last name, postal address, telephone number, date of birth, social security number, driver’s license number, passport number, other government-issued identification numbers, and signature;
  • Device and Online Identifiers such as user/account names, email address, security questions and answers, Internet Protocol address, cellular or mobile number, unique device identifier and serial number, and device information;
  • Financial and Insurance Information such as bank accounts, credit card numbers, rent payment details, insurance policy number, credit history, and other financial or tax information;
  • Demographic Information such as race, gender, ethnicity, familial status, marital status, age, national origin, citizenship, sex, disability, and medical information, subject to applicable laws;
  • Commercial Information such as service and transaction history, billing and shipping information, utility bills, lease information, rental history, and rent amounts;
  • Internet and Network Activity Information through the use of our Site such as browsing history, search history, data related to user activity, geolocation data, cookies, collection technology, and other website tracking information;
  • Employment, Investment, or Other Professional Information such as education, employment history, job title, university or school attended, diploma, pay history, salary, other income, and source of funds.

We may also collect “Other Data” that generally does not reveal your specific identity and/or does not directly relate to an individual. To the extent Other Data reveal your specific identity, we will treat Other Data as Personal Information. Other Data may include cookies and similar collection technologies to track your browsing activity over time and across the Site and other third-party websites. We may use cookies to customize content specific to your interests and track your use of the Site. “Cookies” are text files that are placed on your computer and may be used to store your Personal Information. Your browser may store cookies on your computer, which will better enable you to navigate the Site upon your return. Most web browsers are initially set up to accept cookies. You can choose to delete existing cookies, allow or block cookies, and set preferences for certain websites in your browser’s settings. To modify your cookie consent preferences click here. Please note you may not be able to use the full functionality of the Site if you choose to block all cookies. In addition to cookies, we may use other now known or later developed technologies to assist us in observing the behavior of users visiting the Site. These technologies may access individual user information but the information is used only to compile aggregated statistics about the Site’s usage.

This Site uses Lead Attribution or Marketing Attribution to assess the conversions of different channels that generate leads. This Site also uses Google Analytics (and in the future may use other similar sites or services), a web analytics service provided by Google, Inc. (“Google”), to better assist us in understanding how the Site is used. Google Analytics will place cookies on your computer that will generate information that we select about your use of the Site, including your computer’s IP address. That information will be transmitted to and stored by Google. The information will be used for the purpose of evaluating consumer use of the Site, compiling reports on Site activity for our use, and providing other services relating to Site activity and usage. Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google’s behalf. The use of cookies by Google Analytics is covered by Google’s privacy policy:


We collect Personal Information about you through the following categories of sources:

  • Directly from you;
  • Through your direct or indirect use of our Services;
  • From other parts of our business, including our parent company, subsidiaries, and/or affiliates;
  • From our service providers, such as property management companies, payment processors, utility companies, and/or website hosting providers;
  • Through automated means, such as cookies, browser web page storage, web beacons, analytic services, and similar technologies;
  • From consumer reporting agencies, screening companies, and/or other third-party sources;
  • From financial institutions;
  • From your employer, landlord, and/or references; and
  • From other sources, such as public databases and market research firms.

We may combine the Personal Information we collect from third parties with information that we have collected from you. Where legally required, we will obtain your consent before collecting Personal Information.


We may use your Personal Information for various purposes, including the following:

  • In Connection with Your Rental Application or Lease – We may use your Personal Information in connection with the rental application or leasing process, such as confirming your identity, processing your lease application, determining your eligibility to rent an apartment, requesting credit reports; and conducting background checks.
  • To Operate Our Business – We may use your Personal Information for legitimate business purposes, including:
    • To provide, operate, and improve our services;
    • To provide customer service and information about our services;
    • To communicate with you, including by sending you notices, updates, announcements, security alerts, support, and administrative messages;
    • To process transactions that you have requested;
    • To respond to your requests and other communications;
    • To administer and process any applications, payments, or changes to your account;
    • To understand your needs and interests, and personalize your experience and our communications with you;
    • To customize the content or functionality of the Site;
    • To provide support and maintenance; and
    • To fulfill other purposes disclosed at the time you provide your Personal Information.
  • For Marketing and Promotional Purposes – We may use your Personal Information to send you marketing communications as permitted by law, including targeted social media advertisements.
  • For Compliance with the Law – We may use your Personal Information as we believe necessary or appropriate to comply with applicable laws, lawful requests, and legal process, such as to respond to a civil, criminal, or regulatory inquiry, investigation, subpoena, summons, or request from government authorities or others.
  • For Compliance, Fraud Prevention, and Safety – We may use your Personal Information and disclose it to law enforcement, government authorities, and private parties as we believe necessary or appropriate to: (a) investigate, prevent, or otherwise address fraudulent, harmful, unauthorized, unethical, or illegal issues; (b) protect against harm to our, your, or others’ rights, property, or safety; and (c) enforce the terms and conditions that govern our services and the Site.
  • For Purposes Which You Consent – We may use your Personal Information for specific purposes for which you provide consent. In some cases, we may specifically ask for your consent to collect, use, or share your Personal Information, such as when required by law.
  • For Analytical Purposes – We may use other identifying information, internet activity and browsing history, commercial information, and demographic information to analyze preferences, trends, and statistics. We may aggregate data that we collect and this aggregated data will not personally identify you or any other user. We may also use this anonymous and aggregated data and share with third parties for lawful business purposes, including to analyze and improve our services and the Site.


We limit access to Personal Information to our employees who we reasonably believe need the information to perform the tasks described above. We do not share your Personal Information with third parties, without your consent, except with the following:

  • Property Owners – We share your Personal Information to the owner of any community where you submit an application or where you lease, as well as the management company for such community.
  • Affiliated Companies – We may share your Personal Information with our affiliated companies as necessary to communicate with you, provide you services, fulfill our contract with you, to accomplish our business purposes, and for other purposes consistent with this Privacy Policy.
  • Service Providers – We may share your Personal Information with third parties who perform services on our behalf or help us operate the Site, such as customer support, consumer reporting, payment processing, email delivery, marketing, shipping, database management services, hosting, and analytics.
  • Partners – We may share your Personal Information to our advertising partners or enable partners to collect information directly via our Site. For example, we may share your Personal Information to select third-party entities that may review and use your information to send email messages or contact you in other ways to provide information to you about their products or businesses.
  • Professional Advisors – We may share your Personal Information to our professional advisors, such as lawyers, bankers, auditors, and insurers, where necessary in the course of the professional services that they render to us.
  • Government Authorities and Others – We may share your Personal Information for compliance, fraud prevention, and safety purposes, as described in the section above.
  • Business Transfers – We may sell, transfer, or share some or all of our business or assets, including your Personal Information, in connection with a business transaction (or potential business transaction) such as a corporate divestiture, merger, consolidation, acquisition, reorganization or sale of assets, or in the event of bankruptcy or dissolution.


If you are a California resident, you have the right to request that a business disclose what personal information it collects, uses, discloses, and sells under the California Consumer Privacy Act (CCPA), subject to applicable exceptions.

  • Right to Know and Request Disclosure
    • You have the right to know and request disclosure of the categories and uses of Personal Information about you that we have collected, used, disclosed, and/or sold (if any). Once we receive and confirm your verifiable consumer request, we will disclose to you:
      • The categories of Personal Information we have collected about you in the preceding 12 months;
      • The categories of sources from which we collected Personal Information;
      • The business or commercial purpose for collecting or selling Personal Information;
      • The categories of third parties with whom we share Personal Information;
      • The specific pieces of Personal Information we have collected about you; and
      • Whether we have disclosed and/or sold your Personal Information for a business or commercial purpose, and if so, the categories of Personal Information that we collected, the categories of Personal Information that we sold, and the categories of third parties to whom the Personal Information was sold.
    • Our response to requests to know (either the categories and/or specific pieces of Personal Information) will only cover the 12-month period preceding the request.
  • Right to Delete
    • You have the right to request that we delete any Personal Information that we collected from you and retained, subject to certain exceptions. Once we receive and confirm your verifiable consumer request, we will delete (and direct service providers to delete) your Personal Information from our records. We may deny your deletion request if retaining the information is necessary for us or our services providers to:
      • Complete the transaction for which the Personal Information was collected, provide a good or service requested by you or reasonably anticipated to be requested, taking into account our ongoing relationship with you, or to otherwise perform a contract for services;
      • Detect data security incidents, protect against malicious, deceptive, fraudulent, or illegal activity; or to prosecute those responsible for that activity;
      • Debug, identify, and repair errors that impair existing intended functionality;
      • Exercise free speech, ensure the right of another consumer to exercise his or her free speech, or exercise another right provided for by law;
      • Comply with the California Electronic Communications Privacy Act;
      • Engage in public or peer-reviewed scientific, historical, or statistical research in the public interest, if the deletion of the information is likely to render impossible or seriously impair the achievement of such research, if you have provided informed consent;
      • Enable solely internal uses that are reasonably aligned with your expectations based on your relationship with the business;
      • Comply with a legal obligation; or
      • Otherwise use your Personal Information, for internal use, to build or improve the quality of services or in any lawful manner that is compatible with the context in which you provided the information.
    • Please note that certain of your Personal Information, such as your name or other identifying information, may remain in our database even after a deletion request to maintain the integrity and history record of our database and systems.
  • Right to Opt Out
    • We do not sell your Personal Information to third parties. If we do sell your Personal Information, you have the right, at any time, to opt out of the sale of your Personal Information.
  • Right to Non-Discrimination
    • We will not discriminate against you for exercising any of your privacy rights under the CCPA.
    • You are entitled to exercise the privacy rights conferred by the CCPA free from discriminatory treatment. This means that we will not penalize you for exercising your rights, including, but not limited to, by: denying you services; increasing the price or rates of services; decreasing the level or quality of services; or suggesting that we may penalize you for exercising your rights.


  • To exercise any of your rights described above, please submit a request by:
    • Emailing us at [email protected];
    • Calling us at 1-800-745-1979; or
    • Sending us a written notice to: Picerne Residential, c/o Consumer Privacy Compliance
      5000 Birch Street #600, Newport Beach, CA 92660.
  • Only you or an authorized agent may make a verifiable consumer request related to your Personal Information. You may also make a verifiable consumer request on behalf of your child.
  • We cannot respond to your request or provide you with Personal Information if we cannot verify your identity or authority to make the request and confirm the Personal Information relates to you. All requests must provide enough information for us to reasonably verify you are the person about whom we collected Personal Information or an authorized representative. The amount of information necessary will depend on the request but we will only use Personal Information provided with a request to verify your identity and authority to make the request.
  • If you have any questions or concerns regarding the exercise of your rights or the collection or use of your Personal Information, please let us know.
  • Response Timing and Format
    • We will make our best effort to respond to a verifiable consumer request within 45 days of its receipt. Within 10 days of receiving the request, we will confirm receipt and provide information about its verification and processing of the request. If we require more time, we will inform you of the reason and an extension period (up to 90 days) in writing. We do not charge a fee to process requests, unless they are excessive or baseless. We will maintain records of consumer requests made pursuant to the CCPA, as well as our response to said requests, for a period of at least 24 months.


We are committed to protecting the privacy rights of children. As a general rule, we do not collect or maintain information at our sites from those we know are under 16 years old, nor do we sell the personal information of children under the age of 16. If we learn that we have collected personal information of a child without the consent of the child’s parent or guardian, we will delete that information. If you are a parent or guardian and you believe that your child under the age of 13 may have provided personally identifiable information through any of our websites, please contact us using the information below.


Please direct any questions or concerns about this Privacy Policy, or any of our privacy policies and practices, by using any of the methods below:

By phone at: 949-487-6262
By email at: [email protected]
In writing at: Attention – Contact Us, 5000 Birch Street #600, Newport Beach, CA 92660


Each time you submit an application, or access, use, or browse the Site, you signify your acceptance of the Privacy Policy. If you do not accept this Privacy Policy, you are not authorized to use the Site and must discontinue use of the Site immediately. If you provide your personal information to Picerne through other Services, including offline, we ask you to review this Privacy Policy which also governs information collected through other aspects of our business. This Privacy Policy does not apply to the practices of companies that Picerne does not own or control, or to people whom Picerne does not employ or manage.


We reserve the right to modify this Privacy Policy at any time. When there is a change or update, we will post the updated Privacy Policy and your continued use of this Site following those changes means that you accept the revised Policy. If required by law, we will notify you of such changes.