Best AI CRM for Real Estate Teams (2026)
We scored four CRMs used by US and Canadian teams on the same six criteria, then priced a five-agent team over twelve months for the ones that publish their rates. Here's who each one is for — and what to check before you sign.
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The short answer
- Buying leads from Zillow or Realtor.com → Follow Up Boss. Nothing routes portal leads to the right agent faster.88
- You want your website and CRM from one vendor → Sierra Interactive. Just get the full price and terms in writing first.75
- You want everything — CRM, IDX site, dialer, ads — in one platform → Lofty. Ask for the full quote, add-ons included.81
- You'd rather build your own system and keep the bill down → GoHighLevel. A flat rate for unlimited users, if you'll do the setup work.65
How they compare
| Tool | REAT Score | From | Free trial | Contract | Availability | AI type |
|---|---|---|---|---|---|---|
 | 88/100 | $58/mo | Free trial | No contracts | US & Canada | AI-enhanced |
 | 81/100 | Quote | No | Quote only | US & Canada | AI-enhanced |
 | 75/100 | $299.95/mo | No | Terms not public | US & Canada | AI-enhanced |
 | 65/100 | $97/mo | Free trial | None (usage-based) | Worldwide | AI-enhanced |
What a CRM really costs a 5-agent team
List prices are per user, per month, or per plan, which makes comparison hard. Here is the same team — five agents, twelve months — priced on each platform, using each vendor's published rates.
Projection — not a quote.
Follow Up Boss, Grow plan, 5 users, 12 months.
Annual billing: $58/user/month × 5 users × 12 months = $3,480
Monthly billing: $69/user/month × 5 users × 12 months = $4,140
Difference over twelve months: $660
Rates as published on September 28, 2026 — followupboss.com.
Excludes setup fees, optional add-ons, taxes, any discount you negotiate.
Projection — not a quote.
GoHighLevel, Starter plan, unlimited users, 12 months.
Annual billing: $970/year = $970
Monthly billing: $97/month × 12 months = $1,164
Difference over twelve months: $194
Starter is flat-rate: the same $970 whether the team is one agent or five.
Rates as published on September 28, 2026 — gohighlevel.com.
Excludes phone numbers, SMS, emails and premium AI usage (billed on top), taxes, any discount you negotiate.
Lofty doesn't publish its rates and sells by quote, so we can't project anything.
Sierra publishes a full rate card too, and its Growth plan includes five agents — see the Lofty vs Sierra comparison for the twelve-month figure. We keep it off this page so a full platform's total doesn't sit beside these CRMs as if they did the same job.
Before you sign: the contract terms nobody reads
- Sierra Interactive: its contract terms aren't on the public pricing page — length, renewal and cancellation (checked September 28, 2026). Get them in writing before you sign.
- Follow Up Boss: its pricing page advertises "no contracts" and a 14-day free trial with no credit card. It doesn't publish a refund or cancellation policy, so check the terms before you prepay for a year.
- Lofty: no public pricing and no free trial. Get the full quote in writing, add-ons included, before you commit.
- GoHighLevel: the subscription is only part of the cost. Phone, SMS, email and premium AI features are billed on usage.
Follow Up Boss
CRM & Lead Generation · AI-enhanced
Who it's for. Teams that buy leads from several sources — Zillow, Realtor.com, Facebook — and need them routed to the right agent instantly. It connects to 200+ sources and almost every tool agents already use, with lead ponds, reporting and a shared inbox for accountability. It's a CRM only, done exceptionally well.
The catch. It's a CRM only — no IDX website — and it's owned by Zillow, which some teams dislike. The jump from the solo plan to the team plan is steep: the team plan starts at $416/month billed annually.
Head-to-head: Follow Up Boss vs Lofty
Lofty
CRM & Lead Generation · AI-enhanced
Who it's for. Established teams that want CRM, an IDX website, a dialer, 33+ lead sources and marketing automation in one system, and will actually use the full set. It values consolidation and time over the lowest price, and works across the US and Canada.
The catch. There's no public pricing and no free trial — you must book a demo — and add-ons (dialer, CMA, ads) push the real cost higher. Customer support is the most frequently cited complaint in independent reviews, and the platform has a real learning curve.
Head-to-head: Follow Up Boss vs Lofty · Lofty vs Sierra Interactive
Sierra Interactive
CRM & Lead Generation · AI-enhanced
Who it's for. Teams that want a lead-generating IDX website and CRM from one vendor, run their own Google or Facebook ads, and want AI to text and qualify new leads before agents call. Pricing is public and integrations run deep.
The catch. Sierra publishes its full pricing — Starter from $299.95/month billed annually ($359.95 month-to-month) up to a five-agent Growth plan — but not its contract terms: length, renewal and cancellation aren't on the public pricing page. Independent user reviews are scarce, so you're partly buying on the vendor's word.
Head-to-head: Lofty vs Sierra Interactive
GoHighLevel
CRM & Lead Generation · AI-enhanced
Who it's for. Tech-comfortable teams — or teams with an assistant — that want CRM, SMS, email, funnels and automation in one system for unlimited users from $97/month, and are consolidating several separate marketing tools.
The catch. It isn't purpose-built for real estate: there's no native IDX or MLS integration, and it takes real effort to set up. Phone, SMS, email and premium AI are billed on usage, on top of the subscription.
Not a CRM — but it feeds yours
Curb Hero scores 86, higher than every CRM here except Follow Up Boss, but it is not a CRM: it's an open-house sign-in app. It captures visitors at the door and sends them into Follow Up Boss, Sierra Interactive, kvCORE or Cloze automatically. It's free for solo agents, its team plans are published — $42/month for up to 10 agents billed annually, or $50/month month-to-month — and only its broker and high-volume plans sit behind a "contact sales" page. It captures contacts at the door rather than working them afterwards, so it sits alongside your CRM rather than replacing it.
Frequently asked questions
Do I need a real estate-specific CRM?
If you buy portal leads or work with MLS data, a real estate CRM helps: Follow Up Boss, Sierra Interactive and Lofty route leads, connect to portals and understand listings out of the box. A generic platform like GoHighLevel can be adapted, but it has no native IDX or MLS integration and takes real setup work. The more your business runs on portal leads and listings, the more a specialised CRM pays off.
What does a CRM cost for a five-agent team?
Only some vendors publish enough to answer. GoHighLevel Starter is a flat $970/year, the same whether the team is one agent or five. Follow Up Boss publishes per-user rates — see the twelve-month projection above for what they come to. Sierra publishes a full rate card too, including a five-agent Growth plan — the twelve-month figure is on the Lofty vs Sierra comparison. Lofty publishes nothing and sells by quote, so it can't be projected. We don't put a number on the ones that aren't published.
Is GoHighLevel a good CRM for real estate?
It's genuinely powerful and priced as a flat rate — unlimited users from $97/month, the same whether you're one agent or five — so it scores well on pricing transparency and value. But it isn't built for real estate: no native IDX or MLS integration, and it takes real effort to set up. It suits tech-comfortable teams willing to do the configuration, less so agents who want a plug-and-play real estate CRM.
Which of these CRMs work in Canada?
All of them. Follow Up Boss, Sierra Interactive and Lofty are built for US and Canadian teams, and GoHighLevel is available worldwide, which includes Canada. Availability isn't the deciding factor here — pricing, contract terms and how real-estate-specific you need the tool to be, are.
Still not sure which one is for you?
You've just compared these tools on price and features. Tell us about your business and we'll narrow it down to the ones that fit your team, your country and your budget.
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