United Kingdom verdict (TL;DR)
Verified 2026-05-19The UK residential estate agency CRM market is dominated by UK-native platforms, not US tools. Reapit (London) is the single dominant UK estate agency CRM and the right first evaluation for any UK residential agent or lettings business: it serves 5,000+ UK estate agency branches across sales and lettings, with client accounting, ARLA Propertymark compliance, and integration with Rightmove and Zoopla (the two portals that matter in the UK, not Zillow). Vebra (now part of Houseful, which also owns Zoopla) is the second-largest UK estate agency platform but carries a portal-ownership conflict of interest (Vebra is owned by the same group that owns Zoopla). Jupix is the Houseful/Zoopla-owned SaaS agency platform. Dezrez is the independent Welsh-built alternative. The US real estate CRM tools in this ranking (Follow Up Boss, kvCORE, BoomTown, Sierra Interactive) have no meaningful UK footprint and are not designed for UK residential estate agency workflows: no Rightmove/Zoopla integration, no UK GDPR-aware data flows, no Estate Agents Act 1979 or ARLA Propertymark compliance. UK GDPR plus the Data Protection Act 2018 govern all estate agency data. The Renters Rights Bill (expected full implementation 2026) ends Section 21 no-fault evictions and adds landlord and property registration requirements relevant to lettings CRM workflows.
Picks for United Kingdom
- UK estate agency with Salesforce environment: propertybase Propertybase (Salesforce-platform, Lone Wolf-owned) is the most credible global top 10 product for UK estate agencies already operating Salesforce. Requires UK-specific customization for Rightmove and Zoopla integration.
- UK international property developer or cross-border sales team: follow-up-boss Follow Up Boss is the closest global product to a functional UK real estate CRM for international-facing UK developers. Not designed for UK estate agency workflows, but functional for global lead nurture.
How the real estate crm market looks in United Kingdom
UK residential estate agency software is a distinct market from both the US real estate CRM space and the broader UK CRM market. The UK operates under a fundamentally different property transaction model: no buyer's-agent commission system, vendors (sellers) pay the sole agent fee (typically 0.75-3% of sale price plus VAT), no MLS equivalent (Rightmove and Zoopla are the listing portals but without US-style MLS access and governance), and no formal buyer representation agreement requirement (though the Renters Rights Bill adds similar obligations for lettings).
Reapit is the category leader by a significant margin. Founded 1997, London-headquartered, Reapit serves 5,000+ UK estate agency branches. Its estate agency CRM covers residential sales pipeline, lettings management, landlord and tenant portal, client accounting (including client money protection compliance under ARLA Propertymark and RICS rules), and Rightmove plus Zoopla direct integration. Reapit is the default for UK mid-to-large estate agencies (20-500 branches). The post-acquisition behavior since Accel-KKR acquired Reapit in 2021 has been stable; pricing has increased but product investment has continued.
Vebra (part of Houseful, which also owns Zoopla) is the structural conflict in UK estate agency software: Houseful/Zoopla owns the second-largest UK property portal and a dominant UK estate agency platform simultaneously. Agents on Vebra pay Zoopla portal listing fees while the same group collects agency platform subscription fees. This is the UK equivalent of the Zillow/Follow Up Boss concern, but with Vebra/Zoopla/Houseful it is a vertical integration by design rather than an acquisition.
Jupix (also Houseful-owned, cloud-native UK agency software) targets the modern SMB UK agency. Dezrez (Caerphilly, Wales) is the independent alternative with a modern cloud platform.
US CRM tools (Follow Up Boss, kvCORE, BoomTown) have no UK estate agency workflow awareness: no Rightmove/Zoopla property portal integration, no ARLA Propertymark client accounting compliance, no UK landlord and tenant legislation awareness, and no GBP-native pricing for typical UK agency use cases.
Estate Agents Act 1979: governs how estate agents must disclose fees, handle offers, and manage conflicts of interest; CRM workflow for UK sales agency must support offer logging and vendor disclosure per the Act. ARLA Propertymark: the professional body for UK residential lettings agents; ARLA membership requires client money protection (CMP) scheme membership and client accounting practices; lettings CRM must support ring-fenced client accounting, deposit protection scheme (DPS, MyDeposits, TDS) integration, and ARLA compliance audit trails. UK GDPR (post-Brexit, UK-law version of GDPR) and Data Protection Act 2018: all estate agency prospect and client data requires lawful basis (legitimate interest or consent), retention limits, right to deletion, and ICO registration; most UK estate agency platforms are ICO-registered data processors. Renters Rights Bill (expected 2026): abolishes Section 21 no-fault evictions, introduces Private Rented Sector (PRS) database, and requires all private landlords to register; lettings CRM platforms will need landlord registration workflow and PRS database integration. Consumer Protection from Unfair Trading Regulations 2008: estate agents must disclose material information at property listing (flood risk, tenure, council tax band, utilities); CRM-generated listings workflows should prompt for mandated material information disclosure. Anti-Money Laundering (AML): UK estate agents are supervised by HMRC for AML purposes and must conduct customer due diligence (CDD) on buyers and sellers for transactions; CRM workflows should integrate identity verification (Yoti, TrustID, Credas for UK agents) and flag Politically Exposed Persons (PEPs).
Quick comparison, ranked for United Kingdom
| Product | Best for | Starts at | 10-emp/mo* | Pricing | G2 | Geo |
|---|---|---|---|---|---|---|
| 1 Follow Up Boss | Modern teams and mid-size brokerages | $69/emp | $690 | 4.6 | United States, Canada | |
| 2 Lofty | Modern teams and small-to-mid brokerages | Quote | - | 4.4 | United States, Canada | |
| 3 kvCORE | Larger teams and brokerages | Quote | - | 4.2 | United States, Canada | |
| 4 BoomTown | Established teams and brokerages | Quote | - | 4.4 | United States, Canada | |
| 5 Wise Agent | Solo agents and small teams | $49 | $49 | 4.4 | United States, Canada | |
| 6 Top Producer | Established agents and small teams | $60/emp | $600 | 3.9 | United States, Canada | |
| 7 LionDesk | Solo agents and small teams | $39/emp | $390 | 3.8 | United States, Canada | |
| 8 Realvolve | Workflow-heavy agents and small teams | $94/emp | $940 | 4.5 | United States, Canada | |
| 9 Propertybase | Larger brokerages, particularly international | Quote | - | 3.9 | United States, Canada, UK, Germany, broader Europe | |
| 10 Sierra Interactive | Paid-traffic teams and small brokerages | $500 | $500 | 4.5 | United States, Canada |
*10-employee monthly cost = base fee + (per-employee × 10) using the lowest published tier. For opaque-pricing vendors, no value is shown.
What buyers in United Kingdom actually pay
Median annual deal size by employee band, in GBP. Crowdsourced from anonymized buyer disclosures.
| Product | Employee band | Median annual (GBP) | Sample | Notes |
|---|---|---|---|---|
| Propertybase | UK estate agency with Salesforce (10-50 agents) | £28,000 | 9 | Salesforce-platform; GBP-billed via Lone Wolf UK; requires customization |
| Follow Up Boss | UK international property developer team (5-15 users) | £6,200 | 7 | USD-priced; GBP approximate; limited UK-specific workflow |
United Kingdom-built or United Kingdom-strong vendors worth knowing
Not yet ranked in our global top 10, but credible options for United Kingdom buyers and worth a shortlist.
Reapit
Visit ↗London-built. The dominant UK estate agency CRM, serving 5,000+ UK agency branches. Full residential sales and lettings workflow, client accounting (ARLA Propertymark compliant), Rightmove and Zoopla direct integration. Accel-KKR acquired 2021. GBP pricing. The first and primary evaluation for any UK residential estate agency.
Vebra (Houseful)
Visit ↗UK estate agency platform owned by Houseful (which also owns Zoopla portal). Conflict-of-interest note: agents pay both Vebra platform fees and Zoopla portal listing fees to the same ownership group. Widely used but buyers should weigh the structural conflict against Reapit or Jupix alternatives.
Jupix (Houseful)
Visit ↗Cloud-native UK estate agency platform, also Houseful-owned. Modern UX, lower entry price than Reapit. Carries the same Houseful/Zoopla ownership conflict. Best for small UK agencies wanting modern SaaS without a long-term legacy platform commitment.
Dezrez
Visit ↗Caerphilly (Wales)-built independent UK estate agency CRM. The strongest independent alternative to Reapit, Vebra, and Jupix. Cloud-native, GBP pricing, no portal-ownership conflict. Growing UK estate agency customer base among 5-50 branch operators.
All 10, ranked for United Kingdom
Same intelligence as the global ranking, vendor trust, review patterns, verified pricing, compliance, reordered for the United Kingdom market.
Follow Up Boss
Modern real estate CRM category leader, now Zillow-owned.
Follow Up Boss is the modern real estate CRM category leader on product merit, founded 2011. The product was acquired by Zillow Group in November 2023 for a reported $400M+, putting the category leader inside the largest US real estate marketplace operator. Strengths: cleanest agent UX in the category, deepest agent-level adoption, strong lead-routing and team queue features, mature API and integration ecosystem with portals and lead vendors, founder-led culture through 2023. Best fit for modern teams and brokerages prioritizing agent UX. Trade-offs: the Zillow acquisition introduced a structural vendor-trust question, Zillow simultaneously operates Zillow Premier Agent (paid lead routing to agents) and Zillow Home Loans, and competing brokers worry about data access. Follow Up Boss leadership has publicly committed to data-firewall practices but the concern is not resolved in realtor communities. Pricing has also crept up over 2024-2025.
Modern real estate teams and brokerages (5-500 agents) that prioritize agent UX, lead-routing, and integration depth, and that have weighed the Zillow ownership question.
Brokerages structurally opposed to Zillow ownership (kvCORE, Sierra Interactive, Lofty better), brokerage-hierarchy-heavy operators (kvCORE deeper), or solo agents on tight budgets (Wise Agent / LionDesk cheaper).
Strengths
- Cleanest agent UX in the category
- Deepest agent-level adoption
- Strong lead-routing and team-queue features
- Mature API and integration ecosystem
- Strong portal and lead-vendor integration
- Modern mobile app
Weaknesses
- Zillow acquisition Nov 2023 raises vendor-trust questions
- Realtor community concern about Zillow data access
- Pricing crept up over 2024-2025
- Less brokerage-hierarchy depth than kvCORE
- Per-user pricing scales fast for large teams
Pricing tiers
public- GrowPer user/month, billed annually$69 /emp/mo
- ProUp to 10 users, includes advanced features$499 /emp/mo
- PlatformUp to 30 users, full platform$1000 /emp/mo
- · Add-on power-dialer subscription
- · Add-on Smart Lists features at higher tiers
- · Per-user scaling for larger teams
- · Annual increases reported 2024-2025
Key features
- +Lead routing and team queues
- +Drip nurture campaigns
- +Action plans automation
- +Smart Lists segmentation
- +Mature mobile app
- +Power dialer integration
- +Portal and lead-vendor integration
- +250+ integrations
Lofty
Modern all-in-one real estate platform (formerly Chime).
Lofty is the modern all-in-one real estate platform, originally launched as Chime Technologies in 2016 and rebranded to Lofty in 2023 to reflect a broader AI-anchored positioning. The product bundles IDX website + CRM + lead-gen + AI assistant into a single platform. Strengths: AI-anchored modern platform (the rebrand consolidated this positioning), bundled IDX site + CRM (fewer vendor relationships), strong fit for teams wanting one vendor, founder-led, modern UX. Best fit for modern teams (3-100 agents) that want one platform instead of stitching CRM + IDX + lead-gen vendors. Trade-offs: the Chime-to-Lofty rebrand 2023 caused some brand confusion in the agent community, AI features are aggressive but uneven in quality, and integration depth with third-party tools is below Follow Up Boss.
Modern teams (3-100 agents) wanting a single platform for IDX website, CRM, and lead-gen, with comfort using AI-driven features.
Solo agents on tight budgets (Wise Agent / LionDesk cheaper), brokerage-hierarchy operators (kvCORE deeper), or buyers who want best-of-breed CRM without bundled IDX (Follow Up Boss better).
Strengths
- AI-anchored modern platform
- Bundled IDX site + CRM + lead-gen
- Modern UX
- Strong fit for one-vendor teams
- Founder-led
- Aggressive AI feature velocity
Weaknesses
- Chime-to-Lofty rebrand 2023 caused brand confusion
- AI feature quality uneven
- Integration depth below Follow Up Boss
- Support response inconsistent
- Pricing transparency limited
Pricing tiers
partial- Lofty StarterSingle agent, base CRM + IDXQuote
- Lofty GrowthTeams, full platformQuote
- Lofty EnterpriseBrokerage-tierQuote
- · IDX hosting fees
- · Lead-gen ad spend pass-through
- · AI feature add-ons
- · Per-user scaling
Key features
- +AI-anchored CRM
- +Bundled IDX website
- +Lead-gen campaigns
- +AI assistant for follow-up
- +Drip nurture
- +Transaction coordination
- +Team queue routing
- +100+ integrations
kvCORE
Inside Real Estate flagship brokerage operating system.
kvCORE is the brokerage-hierarchy operating system from Inside Real Estate, founded 2014. The product covers IDX website + CRM + lead-gen + brokerage-tier reporting, and is the broadest deployment at large team and brokerage scale. Strengths: deepest brokerage-hierarchy features (team rollups, ISA queues, brokerage-level reporting), broad brokerage adoption, mature lead-routing, comprehensive feature set for larger operations. Best fit for larger teams and brokerages (50-2,000 agents) that need brokerage-level hierarchy and reporting. Trade-offs: complex UX compared to Follow Up Boss, agent-level adoption is uneven (agents often complain it is built for brokers not agents), implementation 4-12 weeks, and Inside Real Estate ownership has driven category consolidation that some brokerages view warily.
Larger teams and brokerages (50-2,000 agents) that need brokerage-hierarchy depth, ISA queues, and brokerage-level reporting.
Solo agents (overbuilt, expensive), small teams wanting modern UX (Follow Up Boss / Lofty better), or brokerages avoiding Inside Real Estate ownership.
Strengths
- Deepest brokerage-hierarchy features
- Broad brokerage adoption
- Mature ISA queue and routing
- Brokerage-level reporting
- Bundled IDX website
- Strong lead-gen integration
Weaknesses
- Complex UX compared to Follow Up Boss
- Agent-level adoption uneven
- Implementation 4-12 weeks
- Inside Real Estate consolidation concerns
- Pricing transparency limited
Pricing tiers
opaque- kvCORE TeamTeam-tier, typical $300-$800/month per teamQuote
- kvCORE BrokerageBrokerage-tier, ~$500-$5,000/monthQuote
- kvCORE Enterprise$5,000+/month for large brokeragesQuote
- · Implementation services
- · IDX site customization
- · Lead-gen ad spend
- · Per-agent scaling
Key features
- +Brokerage-hierarchy CRM
- +Team rollups and ISA queues
- +Bundled IDX website
- +Brokerage reporting
- +Lead-gen integration
- +Smart Number power dialer
- +Mature integrations
BoomTown
Lead-gen-anchored brokerage CRM, now Inside Real Estate-owned.
BoomTown is the lead-gen-anchored brokerage CRM, founded 2006. The company was acquired by Inside Real Estate (which also owns kvCORE) in 2023, completing one of the most significant consolidations in the real estate CRM category. The product covers lead-gen websites + CRM + transaction tracking, with strong fit for teams that prioritize lead-gen-anchored workflow. Strengths: longest-running modern real estate CRM, deepest lead-gen + CRM combination, mature concierge / Success services, strong team-tier features. Best fit for established teams and brokerages (20-500 agents) that lead with paid lead-gen. Trade-offs: Inside Real Estate ownership creates portfolio overlap with kvCORE (some brokerages worry about product convergence or sunset), implementation and onboarding can be lengthy, and per-lead pricing is opaque.
Established teams and brokerages (20-500 agents) that prioritize paid lead-gen and want bundled CRM + lead pipeline + concierge.
Solo agents (overbuilt, expensive), brokerages structurally opposed to Inside Real Estate consolidation, or teams wanting modern UX (Follow Up Boss / Lofty better).
Strengths
- Longest-running modern real estate CRM
- Deepest lead-gen + CRM combination
- Mature concierge / Success services
- Strong team-tier features
- Broad agent install base
- Mature transaction tracking
Weaknesses
- Inside Real Estate ownership creates portfolio overlap with kvCORE
- Implementation can be lengthy
- Per-lead pricing opaque
- UX less modern than Follow Up Boss
- Convergence / sunset concerns among brokerages
Pricing tiers
opaque- BoomTown LaunchTeam-tier, typical $1,000-$1,500/month plus lead-gen spendQuote
- BoomTown Grow$1,500-$2,500/monthQuote
- BoomTown Advance$2,500+/month enterprise teamQuote
- · Lead-gen ad spend pass-through
- · Onboarding fees
- · Concierge / Success services
- · Per-lead pricing variability
Key features
- +Lead-gen websites
- +CRM with drip nurture
- +ISA queues
- +Concierge / Success services
- +Transaction tracking
- +Mature team-tier features
- +Mobile app
Wise Agent
Long-running private SMB realtor CRM.
Wise Agent is the long-running private SMB realtor CRM, founded 2001. The product covers CRM + drip nurture + transaction coordination at affordable price. Strengths: long-running independent (no acquisition drama), affordable flat-rate pricing, solid drip nurture and transaction coordination, simple UX for solo agents and small teams, no per-user surprise charges. Best fit for solo agents and small teams (1-25 agents) wanting affordable real estate CRM without consolidation risk. Trade-offs: UX dated relative to Follow Up Boss / Lofty, integration depth is limited, brokerage-hierarchy features are minimal, and feature velocity is slower than modern challengers.
Solo agents and small teams (1-25 agents) wanting affordable real estate CRM without consolidation or acquisition risk.
Larger teams and brokerages (kvCORE / BoomTown better), modern UX seekers (Follow Up Boss / Lofty better), or teams wanting bundled IDX site (Lofty / kvCORE better).
Strengths
- Long-running independent (no acquisition drama)
- Affordable flat-rate pricing
- Solid drip nurture
- Simple UX for solo agents
- No per-user surprise charges
- Strong support reputation
Weaknesses
- UX dated relative to Follow Up Boss
- Integration depth limited
- Brokerage-hierarchy features minimal
- Feature velocity slower than modern challengers
- No bundled IDX site
Pricing tiers
public- Wise Agent StandardFlat rate, all features included$49 /mo
- Wise Agent TeamTeam tier with shared features$80 /mo
- Wise Agent AnnualAnnual billing discount$41 /mo
- · Add-on text-marketing credits
- · Add-on landing-page templates
Key features
- +CRM with drip nurture
- +Transaction coordination
- +Landing pages
- +Text marketing
- +Calendar integration
- +Solid support
- +Modest integration set
Top Producer
Legacy real estate CRM, Constellation portfolio.
Top Producer is the legacy real estate CRM, founded 1982 (one of the oldest real estate CRM brands in the category). The product is owned by Constellation Real Estate Group, the real estate vertical of Constellation Software (TSX). The product covers CRM + drip nurture + MLS integration, with a long agent install base. Strengths: longest-running real estate CRM brand, large agent install base, Constellation parent stability (Constellation Software is a long-running TSX-listed serial acquirer), and Smart Targeting AI features added 2023-2025. Best fit for established agents who already use Top Producer or want a legacy CRM with deep MLS integration. Trade-offs: UX is dated compared to modern challengers, Constellation portfolio companies historically receive limited reinvestment, and feature velocity has been slower than Follow Up Boss / Lofty.
Established agents (often 10+ years tenured) who already use Top Producer or want a legacy CRM with deep MLS integration and direct-mail workflows.
Modern UX seekers (Follow Up Boss / Lofty better), brokerage-hierarchy operators (kvCORE better), or teams wanting bundled IDX site (Lofty / kvCORE better).
Strengths
- Longest-running real estate CRM brand
- Large agent install base
- Constellation parent stability
- Deep MLS integration
- Smart Targeting AI features
- Strong direct-mail integration
Weaknesses
- UX dated compared to modern challengers
- Constellation portfolio companies receive limited reinvestment historically
- Feature velocity slower than Follow Up Boss / Lofty
- Integration depth limited
- Pricing transparency limited
Pricing tiers
partial- Top Producer ProPer user/month, CRM core$60 /emp/mo
- Top Producer Pro + FarmingCRM + Smart Targeting farming$250 /emp/mo
- Top Producer Pro + LeadsCRM + Smart Targeting + lead-gen$400 /emp/mo
- · MLS data fees
- · Direct-mail credits
- · Add-on Smart Targeting features
Key features
- +CRM with drip nurture
- +MLS integration (deepest in category)
- +Smart Targeting AI farming
- +Direct-mail integration
- +Drip campaigns
- +Calendar and tasks
LionDesk
SMB-friendly real estate CRM, now Lone Wolf-owned.
LionDesk is the SMB-friendly real estate CRM, founded 2014. The product was acquired by Lone Wolf Technologies in 2022 as part of Lone Wolf's rollup of real estate back-office and CRM software. The product covers CRM + drip nurture + video email + mobile-first workflow at affordable price. Strengths: mobile-first workflow, strong video email features (an early leader in this niche), affordable SMB pricing, Lone Wolf parent gives back-office integration potential (Lone Wolf transaction management). Best fit for solo agents and small teams (1-50 agents) wanting mobile-first SMB CRM with video email. Trade-offs: Lone Wolf acquisition 2022 introduced some product velocity questions, customer reports of post-acquisition support quality degradation, and brokerage-hierarchy features are minimal.
Solo agents and small teams (1-50 agents) wanting mobile-first SMB CRM with strong video email and affordable pricing.
Larger teams and brokerages (kvCORE / BoomTown better), modern UX seekers (Follow Up Boss better), or buyers avoiding Lone Wolf consolidation.
Strengths
- Mobile-first workflow
- Strong video email features
- Affordable SMB pricing
- Lone Wolf back-office integration potential
- Solid drip nurture
- Modern integrations
Weaknesses
- Lone Wolf acquisition 2022 introduced product velocity questions
- Customer reports of post-acquisition support degradation
- Brokerage-hierarchy features minimal
- Integration depth below Follow Up Boss
- UX inconsistency across modules
Pricing tiers
public- LionDesk StarterPer user/month, base CRM$39 /emp/mo
- LionDesk ProPer user/month, CRM + video email$59 /emp/mo
- LionDesk Pro+Per user/month, full features$139 /emp/mo
- · Text-marketing credits
- · Add-on video email credits
- · Per-user scaling
Key features
- +CRM with drip nurture
- +Mobile-first workflow
- +Video email
- +Text marketing
- +Calendar integration
- +Power dialer
- +Lone Wolf back-office integration
Realvolve
Automation-led real estate CRM for workflow-heavy agents.
Realvolve is the automation-led real estate CRM, founded 2014. The product is anchored on workflow automation, the Realvolve "Workflows" feature is the deepest workflow engine among SMB real estate CRMs. Strengths: deepest workflow automation in SMB real estate CRM, private and independent (no acquisition drama), strong fit for agents and small teams that prioritize repeatable workflows over UI polish, mature contact management. Best fit for workflow-heavy agents and small teams (1-30 agents) that value repeatable automation. Trade-offs: UX is utilitarian rather than modern, integration ecosystem is modest, brokerage-hierarchy features are limited, and brand recognition is below Follow Up Boss / Wise Agent.
Workflow-heavy agents and small teams (1-30 agents) that value repeatable automation over UI polish and want an independent vendor.
Modern UX seekers (Follow Up Boss / Lofty better), brokerage-hierarchy operators (kvCORE better), or buyers wanting bundled IDX site.
Strengths
- Deepest workflow automation in SMB real estate CRM
- Private and independent (no acquisition drama)
- Strong fit for workflow-heavy agents
- Mature contact management
- Solid drip nurture
- Reliable platform
Weaknesses
- UX utilitarian rather than modern
- Integration ecosystem modest
- Brokerage-hierarchy features limited
- Brand recognition below Follow Up Boss
- Learning curve for workflow setup
Pricing tiers
public- Realvolve ProPer user/month, includes Workflows$94 /emp/mo
- Realvolve Pro+Per user/month, team features$220 /emp/mo
- Realvolve TeamTeam-tier custom pricingQuote
- · Workflow template customization (DIY learning curve)
- · Add-on integrations
Key features
- +Workflow automation (deepest in SMB segment)
- +CRM with drip nurture
- +Transaction coordination
- +Contact management
- +Calendar and tasks
- +Email integration
Propertybase
Salesforce-built real estate CRM for larger brokerages.
Propertybase is the Salesforce-platform real estate CRM, founded 2007 in Germany and now headquartered in Boston. The product was acquired by Lone Wolf Technologies in 2021. Its key distinction: Propertybase is built on Salesforce, meaning brokerages get real-estate-specific workflow on top of Salesforce platform capabilities (custom objects, reporting, AppExchange). Strengths: Salesforce-platform foundation (brokerages already comfortable with Salesforce benefit), strong international presence (Germany / UK / Europe footprint), MLS integration, larger-brokerage features. Best fit for larger brokerages (100+ agents) that want real-estate-specific CRM on Salesforce. Trade-offs: requires Salesforce platform fees on top of Propertybase license, Lone Wolf ownership 2021+ introduced velocity questions, implementation 3-9 months, and not a fit for SMB or solo agents.
Larger brokerages (100-2,000 agents), particularly those with international footprint or already comfortable with Salesforce, that want real-estate-specific CRM on the Salesforce platform.
Solo agents and small teams (Wise Agent / LionDesk / Realvolve cheaper and simpler), modern UX seekers (Follow Up Boss / Lofty better), or buyers avoiding Salesforce platform fees.
Strengths
- Salesforce-platform foundation
- Strong international presence (Germany / UK / Europe)
- MLS integration
- Larger-brokerage features
- Custom-object flexibility via Salesforce
- Mature reporting
Weaknesses
- Requires Salesforce platform fees on top of Propertybase
- Lone Wolf ownership 2021+ introduced velocity questions
- Implementation 3-9 months
- Not a fit for SMB or solo agents
- Total cost of ownership high
Pricing tiers
opaque- Propertybase Salesforce EditionPer-user, typical $79-$199/user plus Salesforce platform feesQuote
- Propertybase GOStandalone tier (limited)Quote
- Propertybase EnterpriseBrokerage-tier with custom SalesforceQuote
- · Salesforce platform fees ($25-$165/user/month)
- · Implementation services ($25K-$200K)
- · Per-user scaling
- · Custom Salesforce development
Key features
- +Salesforce-platform CRM
- +MLS integration
- +IDX website
- +Custom objects (via Salesforce)
- +Mature reporting
- +International support
- +AppExchange access
Sierra Interactive
Modern lead-gen websites + CRM bundle.
Sierra Interactive is the modern lead-gen + CRM platform, founded 2007. The product bundles high-converting IDX websites + lead capture + CRM workflow into one platform. Strengths: best-in-class lead-conversion websites, strong fit for teams that prioritize lead capture, private and independent (no acquisition drama), modern UX, mature lead-routing. Best fit for teams (5-100 agents) that lead with paid traffic and want bundled high-conversion websites + CRM. Trade-offs: pricing is at the higher end of the SMB range, integration ecosystem is smaller than Follow Up Boss, brokerage-hierarchy features are below kvCORE, and platform is more lead-gen-anchored than full-lifecycle CRM.
Teams (5-100 agents) that lead with paid traffic and want bundled high-conversion IDX websites + CRM in one independent vendor.
Solo agents on tight budgets (Wise Agent / LionDesk cheaper), brokerage-hierarchy operators (kvCORE better), or buyers wanting best-of-breed CRM without bundled IDX (Follow Up Boss better).
Strengths
- Best-in-class lead-conversion websites
- Strong fit for paid-traffic teams
- Private and independent (no acquisition drama)
- Modern UX
- Mature lead-routing
- Reliable platform
Weaknesses
- Pricing at higher end of SMB range
- Integration ecosystem smaller than Follow Up Boss
- Brokerage-hierarchy features below kvCORE
- More lead-gen-anchored than full-lifecycle CRM
- Brand recognition below category leaders
Pricing tiers
partial- Sierra Interactive TeamTeam-tier, base CRM + IDX$500 /mo
- Sierra Interactive GrowthLarger team-tier$1000 /mo
- Sierra Interactive EnterpriseBrokerage-tierQuote
- · Lead-gen ad spend pass-through
- · IDX customization
- · Per-user scaling above team caps
Key features
- +High-conversion IDX websites
- +CRM with lead-routing
- +Drip nurture campaigns
- +Smart Lists segmentation
- +Mature lead-routing
- +Mobile app
- +Integrations
Frequently asked questions
The questions buyers actually ask before they sign.
Does Follow Up Boss or kvCORE work for a UK estate agency?
What is the vendor-trust concern with Vebra and Jupix?
How does the Renters Rights Bill affect UK lettings CRM requirements?
What is the Follow Up Boss Zillow acquisition tension and should it affect my decision?
What is happening with real estate CRM consolidation in 2022-2026?
When should I choose a vertical real estate CRM versus a generic CRM like Salesforce or HubSpot?
What is the difference between Inside Real Estate (kvCORE) and Lone Wolf rollups?
How much does real estate CRM software actually cost?
What real estate CRM is best for solo agents?
What real estate CRM is best for large brokerages (100+ agents)?
Should I worry about MLS and IDX integration depth across these CRMs?
Final word
Looking at a different market? See the global Real Estate CRM ranking, or pick another country at the top of this page.
Last updated 2026-05-19. Local pricing reverified quarterly. Found something inaccurate? Tell us.