Lofty

Lofty is an all-in-one platform for real estate agents, teams and brokerages — the company rebranded from Chime to Lofty in late 2023. Where most real estate CRMs expect you to bring your own website and lead sources, Lofty bundles the whole stack: a customisable IDX website, an AI-powered CRM, marketing automation, calling and texting, and optional managed ad campaigns that generate the leads the CRM then nurtures.

The platform leans hard into AI under what Lofty calls its "Agentic" platform: Lofty Cowork for productivity, AI lead scoring, an AI Sales Agent that works leads like a virtual ISA, and custom AI agents you can configure for repetitive work. Lofty says it serves a community of more than 70,000 real estate professionals.

Two things shape any Lofty decision. First, pricing is quote-only — every platform plan ends in a "Request Pricing" button, so the only published numbers are for add-ons. Second, it's built around the US market: IDX/MLS websites, US lead-gen channels and US calling, so it's of limited use to UK and other non-US agents.

How Lofty works

A typical Lofty setup looks like this:

1. Launch or migrate your IDX website — a searchable property site, hosted on Lofty, that turns visitors into registered leads.
2. Optionally add lead generation: managed Google, Bing, Facebook and Instagram ads, or Lofty's "Own Your ZIP Code" seller farming.
3. Leads flow into the AI-powered CRM, which scores them and kicks off Smart Plans — multi-step nurture sequences across email, text, calls and even direct mail.
4. Work leads by email, mass and auto texting, or the built-in dialer; AI tools summarise, draft and prioritise.
5. Add AI Sales Agent as a virtual ISA to qualify and convert new enquiries around the clock.
6. Manage the team — lead routing, reporting, transaction management and (on Enterprise) SSO and white labelling.

Key capabilities

AI-powered CRM — Unlimited contacts with AI lead scoring, Smart Plans automation and a mobile app for working leads anywhere.

IDX website — A fully customisable, SEO-oriented property search site on every plan, with unlimited basic CMAs and a consumer-facing "Closely" home-search app.

Marketing automation — Smart Plans nurture leads across email, text, calls and direct mail; Social Studio Basic and Lofty Blast turn listings into social ads and emails.

Lofty AI suite — Cowork for daily operations, Sales Agent as a 24/7 virtual ISA, Social Agent for marketing, Homeowner Agent to surface sellers in your database, and Custom Agents for bespoke workflows.

Communication — One-off, mass and automated email, mass and auto texting, and a basic dialer built in; a power dialer is a paid add-on.

Team and broker management — Advanced lead routing, team management and reporting on the higher plans; Enterprise adds single sign-on, white label and a customisable org structure.

Lead generation services — Managed multi-channel advertising, Google LSA, seller lead programs and SEO/hyperlocal website services, all add-ons with published fees on top of ad spend.

Transaction management — Paperless tools and a reporting suite to take deals from contract to close.

Lofty plans explained

Lofty does not publish platform pricing. Its pricing page lists four plans — Agent, Team, Broker and Enterprise — and every one says "Request Pricing". Lofty states the price "varies based on your choice of platform package, seat count, optional upgrades and lead-gen programs", so everything above the add-ons below is a quote.

Independent reviews report base pricing of roughly $449 a month for a single agent up to around $1,500 a month for Enterprise, plus a one-time setup fee reported between about $299 and $2,000. These are third-party reports, not Lofty's own figures — get a written quote.

Lofty Agent — the individual agent tier: AI-powered CRM, IDX website, Smart Plans, email and texting, basic dialer and the mobile app.

Lofty Team — adds team management tools, shared workflows and advanced lead routing.

Lofty Broker — brokerage-level management, reporting and implementation support.

Lofty Enterprise — adds single sign-on, white-label options, a customisable org structure and a dedicated customer success manager.

Published add-on prices (from Lofty's own pages and help centre): the AI Sales Agent starts free for 10 leads, then Pro at $60 a month for 200 leads, Max at $150 for 500 and Team at $199 for 600 with per-lead overage. Managed advertising starts at a $600 monthly budget plus a 20% management fee (or a flat $150 under $750 of spend). Call packages are published at $15 or $79 per seat and text packages at $49 or $89. A free companion CRM is available for partner lenders.

Who Lofty is for

US agents who want everything from one vendor — website, CRM, automation and lead gen on one bill.

Teams that want shared pipelines and routing — Team and Broker tiers add the management layer.

Agents who'd buy a virtual ISA — AI Sales Agent qualifies leads while you sleep.

Brokerages needing control — Enterprise adds SSO, white label and org structure.

Who should look elsewhere

If you already have a website and lead sources you like, a pure CRM like Follow Up Boss is cheaper and published-price. If you're outside the US, the IDX/MLS foundation mostly doesn't apply. And if you need a number before a sales call, Lofty can't give you one — every plan is quote-only.

Getting the most out of Lofty

Treat the quote as the product: ask for the platform price, setup fee, seat count and every add-on in writing before signing.

Price the add-ons separately — AI Sales Agent, calling, texting and managed ads each carry their own published fees, and the managed-ad fee is 20% of spend on top of budget.

Start with the platform alone if you have existing lead sources; add managed lead gen only after the CRM workflow is bedded in.

Ask how AI Sales Agent hands off to humans — a virtual ISA that can't escalate hot leads will cost you deals.