This guide is for individual agents, team leads and small brokerages trying to sort out which AI tools are worth paying for. Real estate is different from most industries in two ways. Speed to lead decides a lot of deals, so AI texting and calling get the most attention. And nearly everything an agent publishes is regulated: listing copy and ads fall under the Fair Housing Act, photos fall under MLS rules, and AI calls and texts fall under the TCPA.
Quick comparison
| Tool | Best for | Starting price | Free trial | Key integrations |
|---|---|---|---|---|
| Follow Up Boss | Teams that live in their CRM | $69/user/month (Grow) | 14 days | Zillow Pro (same parent company), FUB Calling |
| Lofty | All-in-one CRM + IDX site with AI agents | Request pricing | Demo | Built-in IDX website, AI Sales Agent add-on |
| BoldTrail (formerly kvCORE) | Brokerages wanting one platform for agents | Contact sales | Demo | Built-in IDX, Marketing Autopilot |
| Real Geeks | Solo agents buying leads + website | $399/month + $500 setup | Not listed | IDX ($10/MLS/month), Geek AI Text |
| Ylopo | Teams running paid lead gen with AI nurture | Quote (ROI calculator) | Demo | AI text, AI voice, CRM integration |
| Structurely | Teams that want an AI ISA on their own leads | Usage-based, from $0.02/SMS | Self-serve Small Team | Custom integrations and webhooks |
| Fello | Working your past-client database | $499/month (Growth) | Not listed | Property data, AVMs, AI lead score |
| Saleswise | Listing copy, CMAs and flyers in one place | $39/month | 7 days | MLS-ready staging downloads |
| Virtual Staging AI | Fast, cheap virtual staging | From $16/month (6 photos) | Free try | API on Enterprise plan |
| ChatGPT / Claude / Gemini | Drafting everything else | $20/user/month business tiers | Free tiers | Gmail and Docs (Gemini), file uploads |
How we picked
- We looked at tools agents actually ask about: CRMs with AI built in, AI inside sales agents (ISAs), listing and marketing writers, photo tools, and general assistants.
- Picks are based on vendor documentation, published pricing (checked November 2026), and user reviews on G2, Capterra and Reddit. We did not run hands-on tests.
- Where a vendor does not publish pricing, we say so instead of repeating third-party estimates.
- We dropped tools that are no longer sold to agents. kvCORE is now BoldTrail. Epique’s AI tool is listed as a private beta for its own agents, and Restb.ai sells mainly to MLSs, portals and appraisers, so neither made the list.
CRMs with AI built in
Follow Up Boss
Follow Up Boss is the CRM many teams already run. Its AI features write contact summaries, draft messages, suggest tasks and rank leads by how likely they are to act. The pricing page says there is no additional charge for AI, but some features rely on data from FUB Calling, which is a paid add-on on the Grow plan. Zillow owns Follow Up Boss and is tying it into its Zillow Pro suite in 2026.
- Best for: Teams that want AI inside the CRM they already use, without a separate bill.
- Pricing: Grow $69/user/month ($58 annual), plus Calling at $39/user/month. Pro $499/month for 10 users. Platform $1,000/month for 30 users. 14-day trial, no contracts.
- Watch out for: Grow users get weaker AI results without the Calling add-on. If you are wary of Zillow, read the updated terms.
Lofty (formerly Chime)
Lofty bundles a CRM, IDX website and marketing with a growing set of AI agents. Every plan lists AI task prioritization, AI lead scoring, custom AI agents and scheduled AI tasks. The AI Sales Agent, a virtual ISA that texts leads, qualifies them and books appointments, is a paid add-on. Lofty’s help center lists it from $60/month for 200 leads, with more leads in blocks of 100 for $30/month.
- Best for: Agents and teams who want the website, CRM and AI follow-up from one vendor.
- Pricing: All four plans (Agent, Team, Broker, Enterprise) are “request pricing.” The AI Sales Agent, Social Agent and Homeowner Agent are add-ons.
- Watch out for: No public base price, so compare quotes. Confirm whether the AI agent places calls or only texts in your setup.
BoldTrail (formerly kvCORE)
BoldTrail is the rebranded kvCORE platform from Inside Real Estate, common at brokerages that hand it to every agent. It includes AI lead scoring, behavior-based “smart” nurture campaigns, Marketing Autopilot and an AI-powered Smart Assistant.
- Best for: Brokerages that want one platform for all agents, and agents whose brokerage already pays for it.
- Pricing: No published price list. Contact sales for a quote.
- Watch out for: If your brokerage provides it, check what you own if you leave. Third-party price estimates vary widely, so get a written quote.
Real Geeks
Real Geeks sells an IDX website and CRM, with optional ad-driven lead packages. Its AI is newer: Geek AI Text answers new leads by text, qualifies them and routes them to the right agent. Geek AI Email and Geek AI Voice are listed as coming soon.
- Best for: Solo agents and small teams that want a site, CRM and paid leads in one bill.
- Pricing: $399/month for 2 users plus a $500 setup fee. Geek AI Text is $49/month, included free with any lead package (lead packages run $299 to $599/month). IDX is $10 per MLS per month.
- Watch out for: Lead packages require 6- or 12-month commitments. AI voice and email are not live yet.
AI lead follow-up (AI ISAs)
Ylopo
Ylopo runs paid lead generation and nurtures every lead with AI text. Higher tiers add Ylopo AI Voice for appointment setting and live transfers, plus seller and home-value leads.
- Best for: Teams that want lead gen and AI follow-up from the same company.
- Pricing: Not published. Solo, Growing Team and Complete tiers are priced by market and database size. AI voice starts at Growing Team.
- Watch out for: You are buying a lead program, not just software. Ask how leads and data move if you cancel.
Structurely
Structurely is an AI ISA platform that texts, emails and calls your leads, qualifies them, and books appointments or live-transfers to an agent. It has moved to usage-based pricing on one token system across voice, SMS and email.
- Best for: Teams with enough lead volume to keep an ISA busy, who want to keep their current CRM.
- Pricing: Usage from $0.02 per SMS, $0.02 per AI email and $0.07 per voice minute (bring your own carrier). Platform fees are not listed. Small Team is self-serve; larger tiers go through sales.
- Watch out for: Usage costs scale with lead volume, so model your monthly bill. AI calling brings TCPA consent duties (see the checklist below).
Fello
Fello works the database you already have. It matches contacts to properties, watches equity and time-in-home signals, scores who is likely to sell, and sends nurture emails. Its Felix add-on runs one-to-one follow-up by call, text and email and hands warm contacts to your team.
- Best for: Teams with a large past-client and sphere database that goes untouched.
- Pricing: Growth $499/month ($415 annual) for 3,000 contacts. Scale $799/month. Enterprise $2,000/month. Felix is priced on request.
- Watch out for: The value depends on database size. Small sphere lists may not justify the base fee.
Listing, marketing and photo tools
Saleswise
Saleswise is an agent workspace for listing descriptions, AI CMAs, virtual staging and decluttering, flyers, emails and blog posts. The draw is one flat price instead of per-report fees.
- Best for: Solo agents who want listing copy, CMAs and staging without stitching tools together.
- Pricing: $39/month, unlimited usage, 7-day trial, no long-term contract.
- Watch out for: We found no mention of built-in fair housing checks, so review the copy yourself.
Rechat (Lucy)
Rechat combines a CRM, marketing studio and deal management, with an AI assistant called Lucy. Lucy drafts emails, builds campaigns and creates listing websites, and when a new listing goes in, it generates a marketing set of emails, a property site and social posts. It also takes voice commands.
- Best for: Brokerages that want marketing and transactions in one platform.
- Pricing: Not published. Request a demo.
- Watch out for: It works best as a full platform, so it is a bigger switch than adding a single tool.
Virtual Staging AI
Virtual Staging AI stages empty rooms and removes furniture from photos in seconds, with no watermark on any plan.
- Best for: Listing agents who stage vacant homes often.
- Pricing: Basic from $16/month for 6 photos, Standard $19/month for 20, Professional $39/month for 60, Enterprise $79/month for 150 (as shown on the pricing page; confirm monthly vs. yearly billing). API access on Enterprise only.
- Watch out for: Many MLSs now require a “virtually staged” label and the original photo alongside. The tool does not do that for you.
General AI assistants
ChatGPT, Claude and Gemini
General assistants cover what the specialist tools miss: offer summaries, client emails, market update scripts, social captions and explaining contract terms in plain English. The tier matters. OpenAI says it does not train on ChatGPT Business inputs by default, and Anthropic says it does not train on Claude Team or Enterprise data by default. Free and personal plans have different data rules, so keep client financials and transaction documents out of them. NAR’s guidance on brokerage AI policies makes the same point.
- Best for: Drafting and summarizing anything that is not tied to a specific CRM record.
- Pricing: ChatGPT Plus $20/month; ChatGPT Business $20/user/month annual or $25 monthly (2-seat minimum). Claude Pro $20/month ($17 annual); Claude Team $25/seat/month monthly or $20 annual. Gemini is bundled into Google Workspace Business Standard at $14/user/month.
- Watch out for: Invented details. AI will happily add a “renovated kitchen” that isn’t there. You are responsible for every published fact.
Fathom and Otter for meeting notes
For buyer consultations, listing presentations and team meetings on Zoom or Meet, AI note-takers record, transcribe and summarize. For phone calls, your CRM’s calling tool (such as FUB Calling) is usually the better fit, because it saves notes to the contact record.
- Best for: Agents who run consultations over video.
- Pricing: Fathom is free, with Premium at $20/month ($16 annual). Otter has a free Basic plan; Pro lists at $16.99/month and Business at $30/month ($19.99 annual).
- Watch out for: Recording consent laws vary by state. Tell clients you are recording.
The part most tool lists skip: making them work together
Each of these tools is an island. The AI ISA books an appointment, but the showing details never reach the CRM. The listing description gets written in ChatGPT, then retyped into the MLS, the website and three social posts. A contract gets signed, and someone still re-enters every date into a spreadsheet to track inspection and financing deadlines.
The fix is connecting the tools you already own. Three common examples. New leads from Zillow, your website and open house sign-ins land in one CRM, get an instant reply, and get routed by price range and area, with the AI ISA’s notes saved to the contact (this is what lead follow-up automation covers). An executed contract triggers a deadline calendar, task assignments for the transaction coordinator and scheduled client updates, without anyone retyping dates (transaction automation). And a closed deal updates the CRM, starts the past-client nurture, and flags the home for a check-in at the right equity point (CRM automation).
Brokerages also handle client financials, IDs and contracts. If you want AI working across that data, a private model running in your own cloud account (AWS, Azure or Google Cloud) keeps it out of public model training, which is cleaner than asking every agent to remember which chatbot tier is safe. You can see how this fits a brokerage on our real estate page.
If you are not sure where the hours are going, start by listing the tasks your team retypes or chases every week. Our AI audit walks through that list and shows which ones are worth connecting first.
Fair housing and compliance checklist
- Review every AI-written ad and listing description for fair housing. The Fair Housing Act (42 U.S.C. § 3604(c)) bans housing ads that indicate a preference based on race, color, religion, sex, disability, familial status or national origin. AI can produce steering phrases like “perfect for young families” or loaded neighborhood descriptions. Describe the property, not the ideal buyer. NAR’s brokerage AI policy article recommends human review before anything is published.
- Watch ad targeting, even though HUD’s guidance was withdrawn. HUD’s April 2024 guidance said advertisers can be liable when AI-driven ad targeting and delivery exclude protected groups. HUD withdrew that guidance in September 2025, but the statute did not change. Don’t target housing ads by protected traits or obvious proxies, and check who your ads actually reach.
- Label altered photos and keep the originals. California’s AB 723 took effect January 1, 2026. CRMLS Rule 11.5.2 requires altered images to be described as “virtually staged,” “digitally altered” or similar, with the unaltered original shown right before or after. ARMLS and other MLSs have added rules too. Separately, the REALTOR Code of Ethics (Article 12) requires a “true picture” in advertising, and Wisconsin REALTORS’ legal hotline notes that using AI to hide a defect would likely violate it.
- Get consent before AI calls. The FCC’s February 2024 declaratory ruling treats AI-generated voices as “artificial” under the TCPA. AI calls are not banned, but they need the same prior express consent as prerecorded calls (Orrick). Make sure lead forms capture consent and your AI ISA checks Do Not Call status.
- Set a written AI use policy. NAR suggests brokerages list approved tools, spell out what client data can go into them, require human review of output, and name someone to oversee it. NAR offers an AI policy template for brokers (member login).
Sources
- Follow Up Boss pricing: https://www.followupboss.com/pricing
- Follow Up Boss and Zillow Pro (RISMedia): https://www.rismedia.com/2025/11/03/follow-up-boss-updates-terms-unlocks-new-benefits-via-zillow-pro/
- Lofty pricing: https://lofty.com/pricing
- Lofty AI Sales Agent: https://lofty.com/ai/sales-agent
- Lofty help center, AI Sales Agent: https://help.lofty.com/hc/en-us/articles/39659584983067-Getting-Started-with-AI-Sales-Agent
- BoldTrail AI lead scoring: https://boldtrail.com/blog/maximize-conversions-with-boldtrails-smart-ai-powered-lead-scoring/
- BoldTrail Smart Assistant: https://help.insiderealestate.com/en/articles/8219516-boldtrail-smart-assistant-powered-by-ai
- BoldTrail pricing (no published tiers): https://boldtrail.com/blog/blog-boldtrail-pricing/
- Real Geeks pricing: https://www.realgeeks.com/pricing/
- Ylopo pricing: https://www.ylopo.com/pricing
- Structurely pricing: https://www.structurely.com/pricing
- Fello pricing: https://fello.ai/pricing
- Saleswise: https://saleswise.ai/
- Rechat pricing and Lucy: https://rechat.ai/pricing/
- Epique AI (private beta): https://epique.ai/pricing
- Restb.ai products: https://restb.ai/
- Virtual Staging AI pricing: https://www.virtualstagingai.app/prices
- ChatGPT Business price change (April 2026): https://lenz.io/c/openai-chatgpt-business-5-dollar-price-cut-2026-72b95dee
- OpenAI business data policy: https://help.openai.com/en/articles/8983130-what-is-the-chatgpt-enterprise-and-team-data-policy
- Claude pricing: https://claude.com/pricing
- Anthropic commercial data training policy: https://privacy.claude.com/en/articles/7996868-is-my-data-used-for-model-training
- Google Workspace pricing: https://workspace.google.com/pricing
- Fathom pricing: https://www.fathom.ai/pricing
- Otter pricing: https://otter.ai/pricing
- Fair Housing Act, 42 U.S.C. § 3604: https://www.law.cornell.edu/uscode/text/42/3604
- HUD press release on AI and advertising guidance (May 2024): https://archives.hud.gov/news/2024/pr24-098.cfm
- HUD withdrawal of fair housing guidance (LeadingAge): https://leadingage.org/hud-withdraws-wide-ranging-fair-housing-policies/
- NAR, why every brokerage needs an AI use policy: https://www.nar.realtor/magazine/broker-news/why-every-brokerage-needs-an-ai-use-policy
- CRMLS digitally altered images FAQ: https://kb.crmls.org/knowledgebase/digitally-altered-images-faqs/
- ARMLS digitally altered media: https://armls.com/digitally-altered-media
- Wisconsin REALTORS Association legal hotline on AI: https://www.wra.org/WREM/Aug23/Hotline/
- FCC AI voice ruling (Akin Gump): https://www.akingump.com/en/insights/ai-law-and-regulation-tracker/fcc-issues-declaratory-ruling-on-ai-generated-voice-robocalls
- FCC AI voice ruling analysis (Orrick): https://www.orrick.com/en/Insights/2024/02/Did-the-FCC-Really-Ban-AI-Generated-Voice-Calls-No-But-Restrictions-Apply