Follow Up Boss

Follow Up Boss is a CRM built specifically for real estate agents, teams and brokerages. It pulls leads in from portals and websites automatically, organises them into Smart Lists, and helps agents follow up faster with calling, texting, email automation and AI features.

It's one of the longest-established independent real estate CRMs — customers quoted on its site describe using it for a decade — and it positions itself as an open platform: rather than trying to be your website, your dialer and your marketing tool all at once, it connects to 250+ integrations and 200+ lead sources so agents keep the tools they already use.

Everything is priced in US dollars and its lead-source integrations skew heavily towards the US market — Zillow, Realtor.com and MLS-connected websites. UK and other non-US agents can use the CRM itself, but should check which lead sources and calling features apply to them before subscribing.

How Follow Up Boss works

A typical setup looks like this:

1. Connect your lead sources — portals, your IDX website, landing pages and ad campaigns — so new enquiries land in the CRM automatically.
2. Set lead distribution rules, from simple round robin to routing by price or ZIP code on higher plans.
3. Build Action Plans: automated sequences of emails, texts and task reminders triggered when a lead arrives or goes quiet.
4. Work leads from Smart Lists — dynamic segments like new leads, hot leads or people who haven't been touched in 30 days.
5. Call, text and email from inside the app (calling is an add-on on Grow, included on Pro and Platform).
6. Review agent and lead-source performance in reports, and let the AI summarise conversations, draft messages and prioritise leads.

Key capabilities

Lead capture and routing — Automatic imports from 200+ lead sources, with round robin, first-to-claim and (on higher plans) price- and ZIP-based distribution.

Smart Lists — Dynamic contact segments that update themselves, so the day's priorities sort themselves.

Action Plans — Automated follow-up sequences mixing emails, texts and manual tasks.

Calling and texting — A company number for two-way texting on all plans; unlimited calling and texting is included on Pro and Platform and is a paid add-on on Grow.

Email — Two-way email sync, drip and batch emailing, templates, and open and click tracking.

AI features — Smart summaries of conversations, smart message drafts, suggested tasks and predictive lead prioritisation. Follow Up Boss notes that some AI features work better with its Calling add-on, since they use call data.

Team management — Deal tracking, shared automations, team inboxes and (on Platform) teams within teams for larger brokerages.

Reporting — Agent accountability and lead-source ROI reporting so you can see which portals actually convert.

Mobile app — Full-featured iOS and Android apps so follow-up doesn't wait until you're at a desk.

Open integrations — 250+ integrations including IDX websites, dialers, marketing tools and Zapier.

Support and migration — Seven-day-a-week phone and email support on every plan, plus guided onboarding and free migration help.

Follow Up Boss plans explained

All prices are in US dollars, before tax, with monthly or annual billing (annual gets two months free). Independent reviews report the free trial is 14 days, and Follow Up Boss confirms there's no contract and you can cancel any time.

Grow — $69 per user per month billed monthly, or $58 per user per month billed annually. The plan for solo agents and small teams: lead source connections, lead distribution, Smart Lists, Action Plans, calling and texting from the app, calendar and email sync, reporting and the mobile app, with AI features included. The Calling add-on (better AI results plus unlimited calling) costs an extra $39 per user monthly or $33 annually.

Pro — $499 per month including 10 users billed monthly ($416 annually), with additional users at $49 a month ($41 annually). Everything in Grow plus unlimited calling and texting for all users, team inboxes, call reporting, personalised onboarding and the fuller AI feature set.

Platform — $1,000 per month including 30 users billed monthly ($833 annually), with additional users at $20 a month ($17 annually). Everything in Pro plus teams within teams, enhanced onboarding and priority support, aimed at large teams and brokerages.

Who Follow Up Boss is for

Solo agents who want organised follow-up — one hub for every lead without enterprise complexity.

Growing real estate teams — Pro adds the calling, coaching and collaboration layer.

Large teams and brokerages — Platform's teams-within-teams and priority support.

Agents already paying for a website or dialer — FUB plugs into them rather than replacing them.

Who should look elsewhere

If you want your CRM bundled with an IDX website and managed ads, all-in-one platforms like Lofty package those together. If you're outside the US, check which lead sources and calling features apply — the deepest integrations are with US portals and MLS-connected sites.

Getting the most out of Follow Up Boss

Connect every lead source on day one — the value of FUB is having nothing arrive outside the CRM.

Build your Action Plans before you turn the leads on, so new enquiries get an instant response.

Take the free trial seriously: import real leads, make real calls from the app and check whether the Grow plan plus the Calling add-on beats jumping to Pro.

Watch the add-on maths: a solo agent on Grow with Calling pays about $108 a month billed monthly, so compare that against Pro if you were going to add seats anyway.