Quick Answer
How much does Lofty cost in 2026?
Key Takeaways
- Lofty’s pricing page lists four plans, Lofty Agent, Lofty Team, Lofty Broker and Lofty Enterprise, and none of them shows a price. Every plan says "Request Pricing" (checked November 11, 2026).
- Reported 2026 prices vary by source: The Close lists $449, $700 and $1,500 a month for older plan names, while Agent Advice lists $299 (Agent), $649 (Team), $999 to $1,299 (Broker) and $2,299 (Enterprise).
- Reported one-time setup fees range from about $500 to $2,000 depending on the plan. Extra seats are reported at $25 to $99 a month each.
- Lofty’s own pages confirm a 20% management fee on lead generation ads, with minimum budgets of $600 a month for Google and $300 a month for Facebook dynamic ads.
- A solo agent should budget roughly $4,100 to $5,900 for the first year of the base platform, based on reported prices, before ads, AI or texting add-ons.
Lofty, formerly Chime, is one of the best-known all-in-one platforms for real estate teams. It combines an IDX website, a CRM, AI agents, marketing tools and optional paid lead generation. What it doesn’t do is publish a price list. That makes it hard to compare with other platforms before you book a sales call.
This guide pulls together what Lofty says on its own pages and what independent reviewers reported in 2026, then turns those numbers into a realistic first-year budget.
A note on sources: Pinova is a real estate platform that competes with Lofty in some segments. Lofty does not publish plan prices, so plan figures below come from third-party reviews and are labeled "reported." Ad fees and minimums come from Lofty’s own pages. Prices were checked on November 11, 2026. Ask Lofty for a written quote before you sign.
Lofty pricing by plan (2026)
Lofty’s pricing page says that pricing "varies based on your choice of platform package, seat count, optional upgrades and lead-gen programs." The quote form asks how many user licenses you need, from 1 to 2 up to more than 1,000, which tells you pricing is seat-based.
Two recent reviews report very different numbers, partly because Lofty renamed its plans. Here is what each one says.
| Plan | Who it’s for | Reported monthly price (Agent Advice, Aug 2026) | Reported monthly price (The Close, Jun 2026) |
|---|---|---|---|
| Lofty Agent | Solo agents | $299 for 2 seats, $99 per extra seat | $449 (Core), plus $15 per extra user |
| Lofty Team | Small and mid-size teams | $649 for 5 seats, $99 per extra seat | $700 (Premier), $25 per user after 15 |
| Lofty Broker | Brokerages | $999 for 15 seats or $1,299 for 50 seats | Not listed separately |
| Lofty Enterprise | Large brokerages | $2,299 for 100 seats, $25 per extra seat | $1,500 (Enterprise), $12 per user after 100 |
Sources: Agent Advice Lofty review, updated August 14, 2026; The Close Lofty CRM review, June 17, 2026. Neither figure is confirmed by Lofty.
Why the numbers differ: The Close uses Lofty’s older Core, Premier and Enterprise plan names, while Agent Advice uses the current Agent, Team, Broker and Enterprise names. Lofty also negotiates on seats and contract length, so two agents on the same plan can pay different amounts. Treat these figures as a starting point for your conversation with sales, not a quote.
What every Lofty plan includes
Lofty’s plan comparison lists an IDX website ("Fully Customizable") on all four plans. The features it compares across plans include:
- AI-powered CRM with unlimited contacts
- One-off, mass and automated email, plus mass and automated texting
- A basic dialer
- Marketing automation with Smart Plans
- Social Studio for social media posts
- AI lead scoring and custom AI agents
- Advanced lead routing, team management and reporting
- Unlimited basic CMAs
- Single sign-on, white labeling and custom org structures on higher plans
Higher plans add team and brokerage tools such as lead routing, reporting and white labeling. Ask your sales rep for the exact feature list on the plan you are quoted, because the comparison on the website doesn’t show every limit.
Lofty setup and onboarding fees
Lofty’s pricing page doesn’t list a setup fee, but reviewers consistently report one:
- The Close (June 2026): one-time fees of $500, $1,000 and $2,000 depending on the plan.
- Costbench (June 2026): setup for the entry plan is "typically $500."
- Other 2026 roundups: a range of $299 to $1,499, citing a competitor’s comparison.
A reasonable planning figure is $500 for a solo agent and $1,000 or more for a team. Ask whether the fee covers website design, data migration from your current CRM and training, or whether those are separate. Lofty sells "Website Design Services" and "SEO Setup Services" as add-ons on its pricing page.
Contract terms and billing
Lofty’s pricing page doesn’t state a contract length or billing frequency. Lofty says on the page that it offers a "guaranteed lowest price on new subscriptions and add-ons," without giving terms.
A summary of Lofty’s Terms of Use, published in October 2026 by a Lofty partner site, reports these terms:
- Committed terms renew automatically for one year unless you give written notice at least 90 days before the term ends.
- Renewal price increases are capped at the lower of 10% per 12 months or Lofty’s list price, with 120 days’ notice.
- Discounted subscriptions can renew at the full price.
- Fees are non-refundable and are not prorated if you cancel early.
- Contract length is set in each customer’s Order Form.
We could not read Lofty’s Terms of Use directly, so treat these as reported. Before you sign, ask for the Order Form and check four things: the term length, the auto-renewal notice period, the renewal price and what happens to your website and data if you leave.
Lofty add-ons and extra costs
The base platform is only part of the cost. Lofty lists these add-ons on its pricing page, all marked "Request Pricing":
- Lead Gen Service and Power Dialer
- Additional text packages
- Hyperlocal SEO Website, Website Design Services and SEO Setup Services
- WordPress IDX Plugin
- Lofty Present CMA Builder
- AI agents: Sales Agent, Social Agent and Homeowner Agent
Some add-on prices are listed in Lofty’s help center. These figures were reported by a Lofty partner site in October 2026, and we could not check them directly:
| Add-on | Reported price |
|---|---|
| AI Sales Agent | Free for 10 leads; $60 a month for 200 leads; $150 a month for 500 leads; $199 a month for 600 leads (team) |
| Text packages | $49 a month for 5,000 texts; $89 a month for 10,000 texts |
| Call packages | $15 a month for 500 minutes; $79 a month for unlimited minutes |
| Extra office or team | $299 a month each |
| Seller lead page without an IDX site | $70 a month for a Home Evaluation Page (listed on Lofty’s pricing page) |
Lofty lead generation and ad costs
Lofty can run paid ads for you, but you pay the ad budget plus a management fee. These figures come from Lofty’s own pricing and multi-channel ads pages:
| Ad program | Minimum monthly budget | Lofty fee |
|---|---|---|
| Google PPC | $600 | 20% of ad spend |
| Bing | $600 | 20% of ad spend |
| Facebook dynamic ads | $300 | 20% of ad spend |
| Lofty Leads MVP | From $1,000 | Included in program |
| Branding ads (zip code and sphere) | Not stated | 15% of ad spend |
Lofty estimates a cost of $3 to $20 per lead depending on the channel, and its pricing page notes that lead volume estimates are not guaranteed. You can split up to 50% of digital marketing spend with a lender partner, subject to RESPA rules.
Lofty first-year cost estimate
Here is what the first year could cost, using the reported figures above. Your quote will differ.
| Scenario | Platform (12 months) | Setup fee | Typical extras | Estimated first year |
|---|---|---|---|---|
| Solo agent, no ads | $3,588 to $5,388 | About $500 | None | About $4,100 to $5,900 |
| Solo agent with Google ads | $3,588 to $5,388 | About $500 | $600 ad budget + $120 fee a month ($8,640) | About $12,700 to $14,500 |
| Small team (5 seats), no ads | $7,788 to $8,400 | About $1,000 | None | About $8,800 to $9,400 |
| Small team with AI Sales Agent and texting | $7,788 to $8,400 | About $1,000 | $199 + $49 a month ($2,976) | About $11,800 to $12,400 |
Platform ranges use the reported Agent Advice and The Close prices. Ad spend is paid to Google or Meta through Lofty and is not a platform fee, but it is still part of your real cost.
How Lofty’s cost compares
Lofty sits in the middle of the market for all-in-one platforms. It costs more than a website-and-CRM plan for a solo agent, and less than paid-lead platforms such as BoomTown, which is reported at about $1,000 a month.
| Platform | What you get | Pricing model | First-year platform cost (12 months, before ads) |
|---|---|---|---|
| Lofty Agent | IDX website, CRM, AI agents, dialer, optional ads | Quote only (reported $299 to $449/mo + setup) | About $4,100 to $5,900 |
| Pinova Essentials | Website with design included, IDX, built-in CRM | $199/mo, billed monthly | $2388 |
| Pinova Visibility | Adds managed SEO and GEO and four articles a month | $599/mo, billed monthly | $5988 |
| Follow Up Boss Grow | CRM only, no website | $58/user/mo billed annually ($69 monthly) | $696 per user, plus a separate website |
| Sierra Interactive Starter | IDX website and team CRM | $299.95/mo billed annually, 12-month term | About $3,600 |
Pinova publishes its prices, includes website design in every plan and lists no separate setup fee. Third-party costs such as domains and ad spend are not included. Pinova doesn’t run paid ads, offer a power dialer or provide AI agents that reply to leads for you. Teams that rely on those tools will get more from Lofty. Agents who mainly want a designed website, IDX and a CRM to follow up with their own leads will usually pay less with Pinova. See Pinova plans for details.
Who Lofty is best for
Lofty is a strong fit if you:
- Run a team or brokerage and need lead routing, team reporting and accountability tools
- Want AI agents that work leads and your database for you
- Plan to buy leads through managed Google and Facebook ads
- Have the budget for a setup fee and a committed term
Lofty may be more than you need if you:
- Are a new or solo agent who mainly works referrals and your sphere
- Want published, month-to-month pricing
- Already use a CRM you like, such as Follow Up Boss, and only need a better website
Reviewers agree on this point. The Close notes that Lofty "may be more than a brand-new solo agent needs," and Agent Advice recommends it mainly for teams, brokerages and high-volume agents.
Lofty alternatives to compare
If Lofty’s price or contract doesn’t fit, these are the closest alternatives:
- Follow Up Boss: a CRM-only option with published pricing and no contract. See Follow Up Boss alternatives for a full comparison.
- kvCORE / BoldTrail: a similar all-in-one platform, often provided through brokerages. See kvCORE alternatives.
- Sierra Interactive: SEO-focused IDX websites with a team CRM. See Sierra Interactive pricing.
- Pinova: a designed IDX website and built-in CRM with published monthly pricing. See Pinova websites and the Pinova CRM.
For a wider view, see our ranking of the best CRMs for real estate agents and the comparison of real estate website builders with IDX.
Questions to ask Lofty before you sign
- What is the monthly price for my plan and seat count, and is it billed monthly or annually?
- What is the one-time setup fee, and what does it cover?
- How long is the term, when does it renew, and how much notice do I need to give to cancel?
- How much can the price increase at renewal?
- Which features in the demo are add-ons, and what does each one cost?
- What are the ad minimums and management fees if I use Lofty for lead generation?
- Can I export my contacts, notes and website content if I leave?
- Are MLS or IDX feed fees included, or billed separately by my MLS?
