Lofty

What is Lofty?

Lofty (formerly Chime) is a real estate CRM sold in four plans: Lofty Agent, Team, Broker and Enterprise. Every plan lists unlimited contacts, an AI-powered CRM, AI lead scoring, advanced lead routing, marketing automation with Smart Plans, mass and auto texting, and a customizable IDX website. Custom AI agents and an AI agent library sit on top, and add-on agents cover sales, social media and homeowner outreach.

Who is it for?

Agents, teams and brokerages that want one vendor for website, CRM and lead generation, and that are willing to pay for managed ads. It suits teams that rely on inbound web leads. Teams that already have an IDX site, a dialer and an ad agency will pay for overlap and should look at a CRM-only product.

Pricing

Lofty publishes no plan prices. The pricing page ends in a demo request form. It does state these costs:

• Plans: Agent, Team, Broker and Enterprise, priced on request.
• Lead generation (buyer and seller leads): add-on with a 20% ad management fee.
• Home Evaluation Page: $70/month if you buy seller lead generation without an IDX site.
• Retargeting ads: 15% ad management fee, and the CRM Professional plan or above.
• Add-ons listed for every plan: Power Dialer, Additional Text Packages, WordPress IDX Plugin, Lead Gen Service, Sales Agent, Social Agent and Homeowner Agent.

Prices checked on 6 October 2026.

Strengths

• IDX website in every plan: the site is fully customizable, so listings and lead capture run on the same contact database.
• AI lead scoring and routing: leads are scored and assigned to agents by rules.
• Smart Plans: marketing automation sequences that run per lead.
• Mass and auto texting: bulk and automated SMS from the CRM.
• Homeowner Agent add-on: AI outreach to homeowners, aimed at listing leads.

What to consider

• No public prices. You need a demo call to get a quote.
• The power dialer, extra text packages and the WordPress IDX plugin cost extra.
• Managed lead generation adds a 20% ad management fee on top of ad spend.
• Seller lead generation without an IDX site needs a $70/month Home Evaluation Page.
• Older reviews and articles refer to the product as Chime.

Bottom line

Shortlist Lofty if you want website, CRM and paid lead generation from one vendor and you buy for a team or brokerage. Before buying, get the full quote in writing, including every add-on and ad management fee you plan to use.