Best CRM for real estate agents
Real estate software ranges from a dedicated CRM for lead routing and deal tracking to bundled platforms that add a website and lead generation. Compared on price and what's actually included.
Follow Up Boss wins for an agent or team that wants a dedicated CRM with published pricing and deep lead-source integration, without a bundled website they may not need. BoldTrail wins instead for a brokerage that wants an IDX website and lead generation bundled with the CRM, and is willing to go through a demo to see a price.
The short answer
- Follow Up Boss's Grow plan is $69/user/month (monthly) or $58/user/month (annual), with Pro bundling 10 users for $499/month and Platform bundling 30 users for $1,000/month, both with per-additional-user pricing, per followupboss.com/pricing.
- BoldTrail (formerly kvCORE) publishes no pricing at all; every tier routes to a 'Watch demo & get Pricing' form, per boldtrail.com/pricing, and it bundles IDX websites and lead generation with its CRM.
- Lofty (formerly Chime) also requires a pricing request across all four of its tiers (Agent, Team, Broker, Enterprise), and includes AI lead scoring and an AI assistant called Lofty Cowork alongside unlimited contacts and mass texting, per lofty.com/pricing.
Real estate CRM and platform tools compared
| Tool | Starting price | Seats model | Includes a website? | Own database? | Lead routing/pipeline? | Best for | Not for |
|---|---|---|---|---|---|---|---|
| Follow Up Boss | $69/user/mo (Grow, monthly; $58 annual) | Per user on Grow; bundled seats on Pro/Platform | No, CRM and lead routing only | No, hosted multi-tenant SaaS | Yes, 200+ lead-source connections, advanced round-robin routing, deal tracking | An agent or team wanting a dedicated CRM without a bundled website product | A brokerage wanting an IDX website and lead generation in the same tool |
| BoldTrail | Pricing on request | Not published | Yes, IDX websites plus 'Done For You Lead Generation' | No, hosted multi-tenant SaaS | Yes, described as a full CRM/'Growth Engine', mechanics not independently verified | A brokerage wanting a bundled website and CRM platform | An agent wanting a published price before a demo |
| Lofty | Pricing on request | Not published, tiered by org size (Agent/Team/Broker/Enterprise) | Yes, IDX website included | No, hosted multi-tenant SaaS | Yes, unlimited contacts, mass email/texting, AI lead scoring, marketing automation | A team wanting AI-assisted lead scoring and automation bundled with a website | An agent wanting a published price before a demo |
Figures checked on followupboss.com/pricing, boldtrail.com/pricing and lofty.com/pricing, September 2026.
How each one fits a real estate business
Follow Up Boss
A dedicated CRM built around lead routing and deal tracking, with over 200 lead-source integrations and advanced round-robin assignment for teams buying leads from multiple portals. It has no bundled website product, which keeps it focused but means a team still needs a separate IDX site. Not for: a brokerage wanting a website and lead generation in the same subscription.
BoldTrail
Bundles an IDX website, 'Done For You Lead Generation' and back-office tools with its CRM, positioned as a full growth platform rather than a CRM alone. Every tier is demo-gated, so there's no price to compare until a sales conversation happens. Not for: an agent wanting to see a number before requesting a demo.
Lofty
Adds AI lead scoring and an AI assistant (Lofty Cowork) on top of an IDX website, unlimited contacts and mass communication tools, tiered by organization size from individual agent up to enterprise. Paid lead-generation add-ons can carry 15-20% ad management fees. Not for: an agent wanting a published price or avoiding additional ad-management costs.
When none of these is the answer
A single agent closing a handful of deals a year through personal referrals doesn't need a dedicated real estate CRM yet. A phone, a calendar and a simple spreadsheet for tracking contacts covers that stage, and the monthly cost of these platforms pays off once lead volume or a growing team makes manual follow-up slow.
Disclosure: SalesCrew is our product. It has no MLS integration, no IDX website and no real-estate-specific transaction management, so it doesn't replace any tool in this list for running a real estate business. Where it could fit is a brokerage's broader commercial outreach beyond individual agent lead routing, like prospecting property managers or developers. It isn't ranked above because it has none of the lead-source integrations or real-estate-specific features these tools are built around.
Questions
- Why is Follow Up Boss the only one of these three with a public price?
- BoldTrail (formerly kvCORE) and Lofty (formerly Chime) both route every visitor to a demo request with no dollar figure published on their pricing pages, per boldtrail.com/pricing and lofty.com/pricing. Follow Up Boss publishes its full tier structure, from $69/user/month on Grow up to bundled-seat Pro and Platform tiers, on followupboss.com/pricing.
- Do BoldTrail and Lofty include a website and lead generation, not only a CRM?
- Yes, and that's a real difference from Follow Up Boss. BoldTrail bundles IDX websites and what it calls 'Done For You Lead Generation' with its CRM. Lofty includes an IDX website and AI features like lead scoring and an AI assistant called Lofty Cowork. Follow Up Boss is CRM and lead routing only, without a bundled website product.
- What does Follow Up Boss actually cost for a small team?
- Its Grow plan is $69/user/month billed monthly, or $58/user/month billed annually. Above that, Pro bundles 10 users for $499/month ($416/month annual) with additional users at $49/month each, and Platform bundles 30 users for $1,000/month ($833/month annual) at $20/month per additional user.
- Is lead-source integration a real differentiator between these tools?
- Follow Up Boss specifically markets over 200 lead-source connections and advanced round-robin lead routing, which matters for a team buying leads from multiple portals. BoldTrail and Lofty both describe lead generation and routing as part of their platforms, but without the same publicly stated connection count.