Follow Up Boss vs Lofty

Follow Up Boss and Lofty both sit at the centre of serious US team operations, but they are opposite answers to the same question. FUB says: your stack is already plural — websites, portals, lead vendors, dialers — so buy the best possible CRM and connect everything to it. Lofty says: stop assembling and buy the whole machine, with AI running the front of it. Neither is our product; here is the neutral comparison from their public materials as of August 2026.

The case for Follow Up Boss

Focus, openness, and prices on the page. FUB does one job — lead follow-up — with the polish of a decade’s iteration: pipelines, action plans, team inboxes, calling and texting on the upper tiers, AI assistance across all plans, and the deepest integration ecosystem in the category, which is what lets it sit downstream of any website or lead source you choose. Pricing is published USD: Grow at $69 per user monthly, Pro at $499 including 10 users, Platform at $1,000 including 30, all cheaper on annual billing, with a free trial and no contracts. It has run under Zillow Group ownership since 2023 while remaining standalone. The trade: it brings no website and generates no demand — your lead flow is your problem.

The case for Lofty

One vendor, one machine, AI-forward. Lofty bundles the Smart CRM with IDX and hyperlocal websites, multi-channel advertising across Google, Meta, and Google Local Services Ads, and its roster of autonomous agents — Sales Agent for capture and qualification, Homeowner Agent for seller-mining, Social Agent for content, plus custom agents — many sold as add-ons. For a funded team that wants demand generation and first-touch automation from the same contract, that integration is the pitch. The cost structure is the caveat: platform pricing is demo-gated across four packages, and the disclosed fees are percentages — 20% ad-management on lead programs, 15% on sphere advertising — so the true annual number depends entirely on your negotiation and spend.

How to choose between them

Audit your stack and your discipline. If you already run a website you like and buy leads from several sources, FUB’s aggregation model is cleaner, the entry cost is knowable, and leaving is cheap — that last property is worth more than most features. If you want to consolidate website, ads, and follow-up into one vendor and will actually fund the ad programs, Lofty’s machine is built for you, and the AI layer can genuinely cover the first-response gap — priced as add-ons, negotiated as a package. Teams that buy Lofty and starve the ad budget get an expensive CRM; teams that buy FUB without lead flow get an empty one.

Side by side

Where BrokerFold fits

We take Lofty’s side of the architecture argument — the website and CRM belong together, because behaviour data is what makes follow-up intelligent — and FUB’s side of the commercial one: publish the price, skip the contracts. BrokerFold is that combination built for Canada: a production TRREB feed, VOW sold-price search behind a compliant gate, behaviour timelines on every contact, and CAD pricing from $89 to $999 monthly with a card-free trial. Neither US vendor addresses Canadian boards or CASL in their public materials, which is usually the first fork in the road for an agent here — our scoring framework at best CRM in Canada covers all three of us, and the direct match-ups live at BrokerFold vs Follow Up Boss and BrokerFold vs Lofty, with the wider switcher field at Follow Up Boss alternatives.