Why we publish our pricing

Go shopping for a realtor website platform or a real estate CRM and count how many vendors show you a price. In much of this industry the answer to “what does it cost” is a form, then a phone call, then a quote assembled specifically for you. We decided early that every BrokerFold price would be public, and this post is the reasoning — partly principle, mostly self-interest, because published pricing turns out to discipline the seller more than the buyer.

What hidden pricing is actually for

Quote-only pricing exists to do one thing: price the customer, not the product. The call exists to estimate your budget, your urgency, and your negotiating appetite, and to quote accordingly. Two agents with identical needs can leave with materially different numbers. The practice also hides price increases — when no number is published, no increase is ever visible — and it taxes exactly the people this industry claims to serve: busy working agents who do not have hours for discovery calls to learn whether a product is even in their range. Our own market survey for Canadian website costs kept hitting the same wall: the prices most worth comparing were the ones hardest to find.

Our numbers, in the open

So here is the rate card, in a blog post, where it can be quoted back to us. Platform plans at $89, $199, $449, and $999 CAD monthly, with the Team plan including five seats, Brokerage including twelve, and extra seats at $70. Google Ads management billed as ten percent of ad spend with a $350 monthly floor, reaching $1,000 at $10,000 of spend. SEO engagements sold as one-time page builds, starting with a 10-page build at $449. Additional MLS boards at $25 monthly each as we connect them, and a 14-day trial with no credit card. What is not on the card is also stated: your own board membership dues are yours and no vendor controls them, so we never fold them into a bundle price you cannot unbundle. The always-current detail lives on the pricing page; the point of repeating the numbers here is that we are comfortable with them being repeated.

What publishing forces on us

The undervalued effect of a public price is internal. A published number must survive comparison shopping, so the product has to justify it continuously — we cannot quietly charge legacy customers more than new ones, and we cannot paper over a weak quarter by squeezing whoever sounds least price-sensitive on a call. When we compared CRM pricing across the market, the pattern was blunt: vendors with public prices behave as if their prices will be screenshotted, because they will be. We want that pressure. It is the cheapest quality-assurance program we run.

The honest caveats

Published pricing is not the same as simple pricing, and we will not pretend otherwise. Seat counts, ad-spend bands, and one-time builds mean your total depends on your situation — the difference is that you can compute it yourself, before ever talking to us. And larger brokerage engagements are genuinely sales-assisted, because rollout across many agents involves real scoping. What we commit to is that the conversation starts from the public rate card, not from an estimate of you.

The ask

If you are comparing us against a vendor who will not publish a price, do one thing: get their number in writing, all-in, for year one, and put it beside ours. That comparison is the entire reason hidden pricing exists — and the entire reason we publish. Either their number survives daylight or it does not; both outcomes tell you what you needed to know.