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Why does a real estate team need a different CRM from other sales teams, and what does one cost?

Summary

A real estate CRM is built to pull inquiries in from portals like Zillow automatically and hand each one to an agent by rules you set in advance. Follow Up Boss connects to more than 200 lead sources and can route by ZIP code, price, or listing, or let the first agent who taps a phone notification take the lead. On price, its per-user Grow plan costs more than the 10-user Pro bundle as soon as a team reaches eight people.

Where the leads come from

In Follow Up Boss, a lead source shows up on the Lead Flow page by itself once the first lead arrives through an integration, and for each source you pick the agent or agent group, the lender, and the action plan that starts on day one. Advanced rules can look at tags, price, city, state, ZIP code, MLS number, and phone number.

Sources without an integration can still feed the CRM by email:

Zillow has two versions of its connection. One Way creates a lead in Follow Up Boss when a contact is created in Zillow. Two Way keeps stage, assignment, notes, deals, and tags in sync in both directions, and Follow Up Boss recommends it for Zillow Premier Agents.

Who gets the lead

Follow Up Boss groups work in one of two ways. A Round Robin group hands out leads one at a time in a fixed rotation. A First to Claim group alerts everyone at once, and the first member to claim the lead from the push notification becomes the agent. Those claim alerts go only to the iPhone and Android apps, never to email or text, so a First to Claim team is a team whose agents all carry the app. A lead can sit unclaimed for 30 minutes at most, up to two fallback groups can be chained behind the first, and if nobody claims it after that, it goes to the account owner.

Leads that have gone quiet can be moved into a pond, where any agent in the pond can work them. Ponds need an account with more than one user, and when a new lead lands in a pond through Lead Flow, every agent in it gets an email. All of these routing options are on every plan.

What ten agents pay

GrowProPlatform
Monthly billing$69 per user$499, 10 users included$1,000, 30 users included
Annual billing (per month)$58 per user$416$833
Each extra usern/a$49 ($41 annual)$20 ($17 annual)
Calling and texting$39 per user add-on ($33 annual)Unlimited for all usersUnlimited for all users

On annual billing, seven Grow users cost $406 a month, just under Pro. An eighth user takes Grow to $464. Add Grow's calling option and the crossover arrives at five users. For a ten-agent team paying yearly, that's $6,960 on Grow without calling, $10,920 with it, and $4,992 on Pro. There's a 14-day free trial and no contract.

Wise Agent avoids per-user pricing altogether. Its CRM plan is $49 a month, or $499 a year, for up to five team members on a shared login. Each further batch of five team members adds $20 a month, and a separate login costs $20 a month per login.

Follow-up that runs for months

After the first contact, follow-up can be automated with Action Plans: timed emails, tasks, stage changes, tag changes, and notes.

Sources

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Written by Kaz (pen name). Published September 27, 2026. The figures above come from the vendor and review-site pages listed under Sources. We have not used these products. Corrections: contact form.