CRM Software for Real Estate Brokers: What I Learned Comparing 10 Platforms on Price Per Agent

The first brokerage I helped with software had a spreadsheet called "leads master" and a CRM nobody opened.

That was my first proper look at CRM software for real estate brokers, and at what brokers actually need from it.

I assumed the fix was a better CRM. So I did what you would expect: I priced the well-known real estate platforms, and I stopped after the third quote. One came back at over $1,200 a month. Another would not give a number at all until I sat through a demo.

Two things struck me. First, almost nobody in this category publishes a price. Second, the broker's actual problem had nothing to do with features. His leads were going to agents who replied the next morning, and he could not see any of it until the monthly meeting.

So I judge CRM software for real estate brokers on two questions now. What does it cost per agent as the office grows? And does it get a lead to a human in minutes?

Prices below are the ones each company publishes, checked in September 2026. Where a company only quotes on a call, I say so rather than guessing.

What does CRM software for real estate brokers actually need to do?

Three jobs, in this order.

Route the lead in seconds. Portal and website leads go to whoever replies first. If your CRM cannot assign a lead and text the agent immediately, nothing else matters.

Show the broker the office. Who received what, how fast they answered, how many appointments came out of it. Without that, a broker is managing on anecdotes.

Stay affordable as agents join. This is the one that surprised me. At $60 per seat, a 50-agent office pays $3,000 a month before a single lead is bought.

Take Marcus, who runs a 22-agent brokerage. (Marcus is an example, built from offices I have worked with.) At a typical per-seat price, he pays about $1,300 a month for the CRM alone. I use his numbers as we go.

The 10 platforms at a glance

Quote-only figures are not a criticism of the product. They are a cost of comparison, and you should factor the demo time into your decision.

1. GoHighLevel: routing and texting, priced per office

I use this one, so read the limits below carefully before you take my word for the rest.

Why can it fix the routing problem?

Here is the mechanism, in plain words.

• Trigger: a portal or website lead lands, or a call to the office number goes unanswered.
• Action: the lead is created and assigned by round robin or by area. A text goes out within a minute from that agent's number, and a task lands on their phone. If nobody marks it contacted in ten minutes, it reassigns and alerts the broker.
• Result: the lead hears from a human quickly, and the broker can see exactly who did what.

That last clause is what changed the conversation with Marcus. Not the texting, the visibility. He could finally see that two of his agents were answering in three minutes and four were answering the next day.

Why it usually works out cheaper

It prices by account, not by agent. One office is $97 a month with unlimited users. Several offices, or an agency managing brokerages, sit on $297. For Marcus's 22 agents, that is the difference between roughly $1,300 a month and under $100.

What the same subscription also covers

Funnels and websites, calendars and booking, and email and SMS campaigns. Also Voice and Conversation AI, review automation, missed-call text-back, and white-label resale if you run this for other offices.

Where it stops: there is no MLS or IDX feed. If you want listings on your site pulled from the MLS, you keep a real estate website provider and use GoHighLevel behind it. For brokers whose website is the lead engine, that is a real trade-off, and I would not pretend otherwise.

2. Follow Up Boss: the real-estate default

If someone tells me their team already uses Follow Up Boss and likes it, I rarely argue.

Strongest at: routing portal leads, calling and texting inside the CRM, and an interface agents actually open. Published pricing, which is refreshing here: from $69 per user a month, with a $499 plan that includes ten users.

Where it stops: marketing beyond follow-up is thin, so most teams add a website and an email tool. Per-user pricing means the bill grows with hiring.

Best for: teams who buy portal leads and want the follow-up tight.

3. BoldTrail (kvCORE): the brokerage bundle

Strongest at: websites, IDX, agent microsites and lead generation in one contract, which many brokerages genuinely want.

Where it stops: quote only, with reported prices ranging widely by market and office size. Agents often describe it as powerful and heavy, and adoption is the common complaint.

Best for: brokerages that want software and websites from one vendor.

4. Lofty: AI follow-up with a website

Strongest at: IDX website plus AI-assisted follow-up, aimed at teams buying paid leads.

Where it stops: quote only, with a setup fee reported by third parties. Expect a demo before a number.

Best for: teams running paid lead campaigns who want the site and follow-up together.

5. Sierra Interactive: fast sites, serious conversion

Strongest at: quick IDX websites and conversion tooling, with a good reputation among lead-heavy teams.

Where it stops: annual commitment and a setup fee, and again no public price.

Best for: established teams committing for a year.

6. BoomTown: lead generation as a service

Strongest at: managed lead generation alongside the CRM, for offices that would rather outsource it.

Where it stops: it is the most expensive option here. Third-party reports put plans from about $1,000 a month plus setup, before ad spend. Read the contract length carefully.

Best for: brokerages buying leads at scale who want someone else running it.

7. Wise Agent: the small-team bargain

Strongest at: a real CRM at $49 a month, including up to five users, with transaction management and drip campaigns.

Where it stops: automation and reporting are basic next to the bigger platforms, and it is not built for a 40-agent office.

Best for: a small team that wants a published price and no sales call.

8. HubSpot: visibility, at a per-seat price

Strongest at: reporting and a free tier that genuinely works for a couple of users.

Where it stops: no real estate specifics, and Starter is $20 per seat. For Marcus that is $440 a month before marketing tools.

Best for: brokerages who care more about reporting than about MLS features.

9. Pipedrive: clean, simple, limited

Strongest at: a pipeline agents will update, from $24 per seat a month.

Where it stops: no built-in texting, landing pages or lead routing depth. You will add tools.

Best for: small teams tracking deals rather than running campaigns.

10. Salesforce: only with an admin

Strongest at: building exactly the process you want, at any size.

Where it stops: it needs an owner. Without one, brokerages end up with an expensive address book, which I have seen twice.

Best for: large operations with technical staff.

So which one should you choose?

Do you want the website and lead generation from one vendor? Look at BoldTrail, Lofty or Sierra Interactive. Ask for the total cost in writing.

If you buy portal leads and want tight follow-up, Follow Up Boss is the safe answer.

If you want managed lead generation, BoomTown, with a clear view of the full monthly spend.

If you are a small team wanting a published price, Wise Agent.

Do leads sit unanswered while you cannot see what agents are doing? And you do not need MLS data inside the CRM? Then choose GoHighLevel.

What I would check before switching anything

I have watched one migration go badly, and it was avoidable. Before you move a brokerage:

1. List where leads come from. Portals, website forms, sign calls, referrals. Each one needs a new home.
2. Check the website. If IDX or MLS data lives in your current platform, moving the CRM does not move the site.
3. Export everything first. Contacts, notes and current listings, saved somewhere outside both systems.
4. Run both for two weeks. New leads into the new system, old follow-up finishing in the old one.
5. Train on four screens. The inbox, the calendar, the pipeline and the mobile app. Agents will not learn more than that in week one, and they do not need to.

Who sets this up?

GoHighLevel is the platform, and you subscribe to it directly from HighLevel. GHL Spark is not HighLevel, and we do not resell the subscription. You can start a free HighLevel trial and build it yourself.

What we do is the build. We set up lead routing with fallbacks, the instant text, the agent pipeline and the broker dashboard. We add missed-call text-back on the office line, and run the migration plan above.

• $28/hour, pay as you go, for a specific job with the hours estimated up front.
• $995 one-time, the complete build, done once and yours to keep.
• $1,495/month, an ongoing build team if you are shipping continuously.

See the pricing page for what each covers, or book a 30-minute call.

Sources

Prices were checked in September 2026 and change often, so check each source before you decide.

• HighLevel pricing
• Follow Up Boss pricing
• Wise Agent pricing
• HubSpot pricing
• Pipedrive pricing
• Salesforce pricing
• BoomTown pricing (third-party summary): BoomTown does not publish rates.
• kvCORE and BoldTrail pricing (third-party summary)
• Lofty pricing page (request pricing)

Where to go next

• For the agent-level setup behind this, read GoHighLevel CRM for real estate agents.
• If office calls go unanswered, read the missed call text back guide.
• See how we set up GoHighLevel for real estate agencies.