Follow Up Boss vs LoftyWhich should real estate agents choose in 2026?
Follow Up Boss
The open real estate CRM teams build on
Follow Up Boss is the CRM most high-volume real estate teams standardize on: leads from 250+ sources land in one inbox, routing rules hand them to the right agent, and action plans, smart lists and a built-in dialer keep follow-up on rails. Its AI layer writes call summaries, suggests tasks and messages, and prioritizes the pipeline. Owned by Zillow since 2023, it is deliberately 'open' — it expects you to plug in your own website, lead sources and marketing tools rather than bundling them.
- ✓Lead routing from 250+ sources with action plans and smart lists
- ✓Built-in calling and texting (add-on on Grow, included on Pro and Platform)
- ✓AI smart summaries, suggested tasks, smart messages and lead prioritization
- ✓14-day free trial, no contracts
Lofty
All-in-one AI-powered platform: CRM, IDX and marketing
Lofty (formerly Chime) bundles CRM, IDX websites, lead generation, marketing automation and transaction management into one platform, with a set of named AI agents — Sales Agent for 24/7 lead capture, Homeowner Agent for database mining, Social Agent for content and Cowork as a general assistant — plus Smart Plans that run multi-step email, text, call and direct-mail follow-up.
- ✓CRM + IDX website + multi-channel ads (Google, Facebook, Microsoft, LSA) in one platform
- ✓AI agents: Sales, Homeowner, Social, Cowork and custom agents
- ✓Smart Plans for email, text, call and direct-mail workflows; Power Dialer
- ✓Social Studio, transaction management and mobile apps
| Follow Up Boss | Lofty | |
|---|---|---|
| Category | CRM & Follow-Up | CRM & Follow-Up |
| Best for | Teams that want a proven CRM hub with broad integrations | Teams that want an all-in-one platform instead of a tool stack |
| Pricing | Grow $69/user/month ($58 annual; calling add-on $39/user); Pro $499/month for 10 users ($416 annual; calling included; +$49 per extra user); Platform $1,000/month for 30 users ($833 annual). 14-day free trial, no contracts. No free plan. | Custom pricing — request a quote (Agent, Team, Broker and Enterprise tiers; no public price list). |
| Free tier | No | No |
Which one should you choose?
Choose Follow Up Boss if…
- →Your priority is teams that want a proven CRM hub with broad integrations
- →The integration hub of real estate: whichever website, ad platform or AI caller you buy next almost certainly connects to it, and its routing and accountability reporting are why it claims 36 of the 50 highest-volume US teams as customers.
- ↩Skip it if you're agents who want an all-in-one with IDX site and lead gen bundled — look at BoldTrail or Lofty.
Choose Lofty if…
- →Your priority is teams that want an all-in-one platform instead of a tool stack
- →Bundles CRM, IDX site and marketing so listing copy lives next to lead follow-up — one platform instead of a tool stack.
- ↩Skip it if you're solo agents who just want a quick copy tool.
Drawn from our Best-for and Watch-out-for notes. Both are established options — verify current pricing on the vendor sites before committing.