ADVERTISING DISCLOSURE: THIS POST CONTAINS AFFILIATE LINKS. READ FULL DISCLAIMER
Last updated: May 2026
Quick verdict: Lofty (formerly Chime) is the all-in-one platform for established agents and small teams who have outgrown their starter CRM. You get a real CRM, an SEO-optimized IDX website, AI-powered lead follow-up, and integrated ad management under one roof. Pricing starts around $449 per month, and you should expect to pay more once you add lead generation. It is overkill for new agents and a strong fit for producing agents doing $5M+ in volume who want to consolidate their tech stack.
What is Lofty?
Lofty is an all-in-one real estate platform that combines a CRM, IDX website, lead generation, marketing automation, and AI-powered follow-up tools. The product was previously known as Chime and rebranded to Lofty in 2023. It is built specifically for real estate professionals, which sets it apart from general-purpose CRMs that get bolted onto a real estate workflow.
The pitch is consolidation. Most agents stitch together a CRM, a website provider, an email marketing tool, a dialer, a transaction manager, and a lead source. Lofty’s argument is that you can run all of that from one platform, with the data flowing automatically between modules. Lead lands on your IDX site, gets scored by AI, drops into the CRM, triggers a Smart Plan follow-up sequence, and shows up in your reporting dashboard without you stitching anything together.
Who Lofty is built for
Lofty is not an entry-level CRM. The pricing makes that clear, and the feature depth confirms it. The platform fits best for:
- Established producing agents doing $5M to $30M in annual volume who have hit the ceiling of what a basic CRM can do.
- Small teams of two to ten agents who need shared lead routing, agent accountability tools, and team-wide reporting.
- Agents who run their own ads and want a platform that ties paid traffic, IDX site behavior, and CRM follow-up together in one system.
- Brokers and team leads evaluating Lofty’s broker and enterprise tiers for brokerage-wide rollouts.
It is a bad fit for new agents. If you closed three deals last year and you are deciding between Lofty and a $30 per month CRM, the answer is the $30 per month CRM. You will not use enough of Lofty to justify the cost, and the learning curve will eat time you do not have. Come back to Lofty when your business is producing enough to need the consolidation.
What Lofty actually does
The platform is dense, so it helps to break it into the components that matter most.
The CRM
This is the core of the product. Lofty’s CRM is built around AI-driven lead scoring that predicts which contacts are most likely to transact, based on their behavior on your IDX site and historical patterns in the system. The lead scoring is the feature most agents cite as the reason they stay on the platform.
You also get Smart Plans, which are pre-built or customizable automation sequences for common scenarios like new buyer leads, listing follow-ups, past clients, and sphere outreach. A new buyer lead might trigger an immediate text, a same-day email, a three-day follow-up call task, and a long-term nurture sequence if they go cold.
The IDX website
Lofty’s IDX sites are SEO-optimized and consistently rank as some of the better-built agent websites in the industry. The sites pull MLS data automatically, support custom branding, and feed visitor behavior directly into the CRM for lead scoring. If a contact spends 20 minutes browsing four-bedroom homes in a specific zip code, that information shows up on their CRM record.
The AI tools
Lofty has expanded its AI offering significantly. The AI Assistant handles routine tasks. The Sales Agent is a virtual ISA that responds to new leads through text and email automatically. The Social Agent automates social media posting. The Homeowner Agent works your existing database to identify likely sellers.
The Sales Agent is the AI feature with the most direct conversion impact. It engages new leads in the first few minutes after capture, which is when conversion rates are highest. For agents who cannot personally call every lead within five minutes, this closes a real gap.
Lead generation and ads
Lofty offers lead generation as a paid add-on through Google PPC, Facebook ads, Google Local Service Ads, direct mail, and other channels. There is a 20% ad management fee on top of your ad spend. This is where the total monthly cost can balloon. A small team running buyer and seller ads can easily push monthly spend past $2,000.
Pricing breakdown
Lofty does not publish pricing publicly. You request a quote and they build it based on your team size, plan tier, and add-ons. Based on third-party sources and reseller information, the structure generally looks like this. Pricing can change, so confirm directly with Lofty before committing.
| Plan | Estimated price | Best for |
|---|---|---|
| Lofty Agent | From around $449/mo | Established solo agents who want CRM, IDX site, and AI follow-up in one platform. |
| Lofty Team | Custom, scales with seats | Small to mid-size teams needing lead routing, agent accountability, and shared reporting. |
| Lofty Broker | Custom | Brokerages rolling the platform out to multiple teams. Adds dedicated CSM. |
| Lofty Enterprise | Custom | Large brokerages needing single sign-on, white label, and custom org structures. |
Beyond the base subscription, expect to budget for:
- Setup fees typically running from $499 to $1,499 depending on data migration complexity.
- Ad spend if you use Lofty for lead generation, plus the 20% management fee on top.
- Power Dialer as a separate add-on if you do high-volume outbound.
- Premium AI features may be tiered separately depending on plan.
There is no free plan and no free trial, which is unusual in the CRM space and a real friction point for evaluation. You commit based on the demo. For most agents, that means a 30-minute sales call decides whether you are about to spend $5,000 to $10,000 over the next year.
What works well
The IDX site is genuinely good. Most agent websites are visually adequate and functionally weak. Lofty’s IDX sites perform well in search, load fast, and convert visitors at competitive rates. If you are paying for traffic, the landing experience matters, and Lofty’s site builder is one of the stronger options in the category.
Lead scoring works. The AI lead scoring is not a gimmick. Agents who use it consistently report that the platform surfaces the right leads to call first, which is the entire point. For high-volume operations where you cannot manually triage every contact, this is the feature that pays back the subscription.
Smart Plans reduce manual work. Once you have your automation sequences set up, the platform handles a meaningful portion of routine follow-up. New leads get touched immediately. Past clients get checked in on automatically. This is the kind of consistency that solo agents struggle to maintain manually.
Team management features are solid. Lead routing, agent accountability dashboards, GCI tracking by agent, and goal forecasting are well-built. Teams that move from a basic CRM to Lofty generally find the team management layer alone worth most of the upgrade.
Where it falls short
The price. $449 per month minimum is a real number, and most agents end up paying more once add-ons and lead gen are layered in. For agents who only need a CRM, this is a lot of platform you are paying for and not using.
The learning curve. Lofty is not a tool you sign up for on a Tuesday and master by Friday. The platform is deep, and most users report that getting full value takes weeks of active use, often with paid onboarding support. Agents who buy Lofty and then ignore it tend to get the worst possible outcome, which is paying premium pricing for a tool they use like a Rolodex.
No free trial. The lack of any trial period makes evaluation hard. You are buying based on a demo, your reading, and Lofty’s reputation. If you sign up and decide it is not for you, you have already paid a setup fee and committed to a contract.
Ad management fees stack up. The 20% ad management fee is standard for the industry, but it adds friction to the math. You are paying for the platform, paying for the ad spend, and paying 20% of the spend on top. Agents who want to run their own ads through their own Google or Facebook accounts may find this restrictive.
Customer support is mixed. Reviews on support quality are inconsistent. Some users report fast, helpful responses. Others describe long ticket queues for non-urgent issues. The dedicated customer success rep is generally only available on Team plans with eight or more seats and on Broker and Enterprise tiers.
How Lofty compares to the alternatives
The most direct comparison is BoldTrail, formerly kvCORE. Both are all-in-one platforms in roughly the same price band, both target established agents and teams, and both bundle CRM, IDX, and lead gen. BoldTrail tends to score better on interface modernization. Lofty tends to win on AI feature depth and IDX site quality. Demo both if you are evaluating both.
Sierra Interactive is comparable, with a stronger SEO focus on the IDX side. Real Geeks sits a tier below in price and feature depth, which makes it a reasonable fit for solo agents who want some of what Lofty offers without the full commitment.
If your only need is the CRM piece, Follow Up Boss does that one thing extremely well at a fraction of the cost. You give up the IDX site, the integrated lead gen, and the AI tools. For agents who already have a website provider and a lead source they like, Follow Up Boss is often the smarter call.
Should you use Lofty?
Use Lofty if you are an established agent or small team doing real volume, you are spending money on lead generation, and you are tired of paying for five disconnected tools that do not talk to each other. The math works when consolidation saves you time and the AI features actually move conversion rates. For an agent doing $10M in volume, an extra deal or two per year covers the platform many times over.
Skip Lofty if you are new, your business is mostly referral, or you do not have the time to learn a deep platform. The most expensive mistake is paying for Lofty and using it like a contact database. You are better off with a $30 per month CRM you actually use than a $449 per month platform you ignore.
If you are on the fence, ask the demo rep for a clear monthly total including your likely ad spend and any add-ons you are considering. Get the real number before you decide. The base price is the starting point, not the ceiling.
Frequently asked questions
Is Lofty the same as Chime?
Yes. Chime rebranded to Lofty in 2023. The platform, company, and core product are the same. If you see older reviews referring to Chime, they are referring to what is now Lofty.
Does Lofty have a free trial?
No. Lofty does not offer a free trial or free plan. Evaluation is done through a demo with their sales team. This is one of the more friction-heavy parts of the buying process.
How much does Lofty actually cost per month?
The Lofty Agent plan starts around $449 per month. Team, Broker, and Enterprise tiers scale up from there. Add-ons like lead generation, the Power Dialer, and premium AI features can push the total significantly higher.
Does Lofty integrate with other real estate tools?
Lofty supports integrations with Gmail, MailChimp, BombBomb, and a range of other tools through its integration center. The platform is designed to be the hub, so the integrations focus on data flow into Lofty rather than out of it.
Is Lofty good for new agents?
Generally no. The pricing and feature depth are built for established producers and teams. New agents typically get more value from a simpler, cheaper CRM until their volume justifies the investment.
Can Lofty replace my current website?
Yes. Lofty’s IDX websites are designed to be your primary site. The platform also offers a WordPress IDX plugin if you want to keep an existing WordPress site and integrate Lofty’s MLS data.Last updated on May 8, 2026
