BrokerFold vs Follow Up Boss
The BrokerFold Team — Product + Engineering
Last reviewed
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Reviewed against primary sources (Follow Up Boss public site (Aug 2026) (re-verified Aug 2026) / Zillow Group acquisition coverage (2023, public reporting)) — last reviewed August 14, 2026. This page is general information, not legal advice.
Follow Up Boss may be the most respected standalone CRM in North American real estate, and this comparison will not pretend otherwise. The real question is architectural: FUB is a best-of-breed CRM that expects you to bring a website and lead sources to it, while BrokerFold is one system where the website produces the leads and the CRM lives beside it. Which architecture wins depends on the stack you already have — the general version of that argument is on should website and CRM be one platform.
What Follow Up Boss does well
Nearly everything a pure CRM should. Published, honest pricing in USD: Grow at $69/user/mo, Pro at $499/mo including 10 users, Platform at $1,000/mo including 30 users, each with annual discounts, listed per-extra-user rates, a 14-day free trial, and no long-term contracts. An integration ecosystem of 200+ lead sources and apps that lets a team aggregate portal leads, PPC vendors, and website registrations into one pipeline. Calling and texting built into the upper tiers, mature automations, two-way email sync, and AI features built directly into the product. It is the CRM other CRMs get measured against, and since late 2023 it has operated under Zillow Group ownership while remaining a standalone product.
Who Follow Up Boss genuinely suits
Phone-first teams with multiple lead sources and an existing website they like. If you buy leads from three vendors, run a portal presence, and staff ISAs who live in a dialer, FUB’s aggregation and routing shine — that is precisely the workflow it was designed around. It also suits brokerages standardizing follow-up across agents who each keep their own website vendors.
What BrokerFold does differently
We collapsed the stack. On BrokerFold, the website is the lead source: VOW sold-price search on a direct TRREB production feed pulls registrations, and each registrant lands in the built-in CRM in the same transaction — no relay, no integration to maintain, no signal loss between vendors. The contact record carries a native behaviour timeline (listings viewed, favourites, saved searches), leads route to seats with claim and round-robin mechanics, nurture plans run on CASL-aware consent tracking, Gmail syncs to records, push notifications hit your phone, and visitors can message agents through built-in chat. Pricing is CAD and includes the seats: $89 solo through $999, with the Team tier carrying 5 seats and Brokerage 12, extra seats at $70/mo. The trade-off is symmetric and worth stating: FUB’s integration breadth is far beyond ours, because integrating is its job. If your lead volume comes from many external sources rather than your own site, that breadth may be worth more than our tightness.
Side by side
| Follow Up Boss | BrokerFold | |
|---|---|---|
| Category | Standalone CRM; bring your own website | Website + VOW + CRM, one system |
| Published pricing | USD: $69/user, $499/10 users, $1,000/30 users (their site, Aug 2026) | CAD: $89–$999/mo, seats included by tier |
| Lead sources | 200+ integrations aggregate external sources | Your own site’s search and VOW registrations, natively |
| Website behaviour data | Via website-vendor integration | Native behaviour timeline on every contact |
| Canadian posture | US product; CASL setup is yours | CASL-aware consent rails built in |
| Trial and terms | 14-day trial, no contracts | 14-day trial, no card, month to month |
If you are choosing between them
Price the whole stack, not the CRM. A FUB team plan plus a separate website vendor plus the integration glue is the true comparator to a single platform fee — run it in CAD at the current exchange rate. Then test the moment that matters: submit a lead on your own website and time how long until it is a workable contact with context. Our broader scoring framework for this category is on best CRM Canada, and it applies to us as much as to them: the CRM that wins your real week of business is the right one, whatever the architecture.
Frequently asked questions
Can I run Follow Up Boss with a BrokerFold website?
That is not the pairing we build for. BrokerFold's CRM is included in every plan and is wired to the website's behaviour data, so running a second CRM beside it duplicates cost and splits your database. If Follow Up Boss is non-negotiable for your team, the cleaner stack is a dedicated website vendor that positions itself as a FUB front end — and if you are open to one system, test whether our CRM replaces it during the trial.
What does Follow Up Boss cost in Canadian terms?
Their published pricing is USD: Grow at $69 per user monthly, Pro at $499 for 10 users, Platform at $1,000 for 30 users, with annual discounts and per-extra-user rates below that. A Canadian team should convert at today's rate, add their website vendor's fee, and compare the stack total against an all-in-one price in CAD.
Does Zillow own Follow Up Boss?
Yes — Zillow Group acquired Follow Up Boss, per public reporting in late 2023, and it continues to operate as a standalone product. Whether that matters is a judgment call for your team; it has no bearing on the product's day-to-day quality, which remains excellent.
Keep reading
- Best CRM Canada There is no single best CRM for every Canadian agent. The criteria that decide it — CASL handling, currency, speed to lead, website signal, and exit terms.
- Real estate CRM Canada What a real estate CRM has to handle in Canada: CASL consent, instant lead response, and behaviour from your own website. How BrokerFold CRM covers all three.
- Plans & pricing Published prices in Canadian dollars — from $89/month, $0 setup.
- Should website and CRM be one platform? The integration is the product: behaviour-to-CRM flow is where separate stacks leak, and sync latency taxes speed-to-lead. When best-of-breed still wins.