Realty SoftwareTwo of the most-searched real estate CRMs sit at opposite ends of the pricing and philosophy spectrum. Cloze starts at $17 a month and bets everything on AI-driven relationship intelligence — it logs your emails, texts, and calls automatically so you never have to. Follow Up Boss starts at $69 per user per month and bets on speed-to-lead: the moment a prospect fills out a form anywhere on the internet, they land in your pipeline and an action plan fires. Both are genuinely excellent tools, but they are built for different operators. Here is everything you need to make the right call for your business.
Quick verdict
Follow Up Boss is the better choice for teams that live on inbound leads and need iron-clad accountability; Cloze is the better choice for individual agents or enterprise brokerages that want AI-powered relationship management without the overhead of a full team platform. The decision usually comes down to one question: are you managing a high-volume lead pipeline, or are you managing long-term client relationships? If it is the pipeline, go with Follow Up Boss. If it is the relationship, go with Cloze.
Cloze overview
Cloze is an AI-powered CRM built around a simple idea: agents should spend time on relationships, not data entry. The platform automatically syncs your Gmail or Microsoft 365 inbox, texts, and phone calls to build a running relationship log for every contact — no manual notes required. Its AI surfaces who you have not spoken to recently, drafts follow-up emails in your voice, and assigns a relationship health score to each contact so you can spot cold leads before they go dark.
At the base Pro tier ($17/month/user), you get the full contact database, auto-logging, and basic integrations. The Platinum tier ($42/month/user) unlocks the full AI suite — lead routing, generative AI email drafting, campaign automation, and lead capture. Enterprise deployments (Windermere, Sotheby's, and Compass are active customers) are priced on custom contracts. A 14-day free trial with no credit card required makes it the lowest-commitment entry point in the CRM category. One important caveat: concierge onboarding and priority support cost an additional $20/user/month with a $500/month minimum — budget-conscious buyers should factor that in.
Follow Up Boss overview
Follow Up Boss is the CRM that top-producing real estate teams are most likely to recommend to one another. Its core promise is ruthless lead response: every lead from every source — Zillow, Realtor.com, Ylopo, BoldLeads, your own website — flows into a single inbox and triggers a timed action plan within seconds. Team leaders love it because it makes accountability visible; agents love it because it makes sure no lead slips through the cracks.
Pricing runs on three tiers: Grow at $69/user/month (or $58 billed annually) for individual agents and small teams; Pro at $499/month flat for up to 10 users (or $416 annually), which adds unlimited calling and texting; and Platform at $1,000/month flat for up to 30 users (or $833 annually). All plans include a 14-day free trial with no setup fees or long-term contracts. The platform integrates with more than 250 lead sources and natively supports both email and SMS action plans. It does not include an IDX website or a built-in transaction management layer — agents typically pair it with a separate website tool like Real Geeks or AgentFire.
Head-to-head
| Feature | Cloze | Follow Up Boss |
|---|---|---|
| Starting price | $17/user/mo (Pro); $42/user/mo (Platinum) | $69/user/mo (Grow); $499/mo flat (Pro, 10 users) |
| Contract terms | Month-to-month; 14-day free trial, no credit card | Month-to-month; 14-day free trial, no setup fee |
| AI / automation | AI email drafting, relationship scoring, auto-logging (Platinum for full suite) | Rule-based action plans; AI assist on higher tiers |
| Lead routing | Available on Platinum ($42/mo); limited on base plan | Core feature on all plans; fires within seconds of lead capture |
| Built-in dialer | No native dialer; requires third-party integration | Yes — unlimited calling on Pro and Platform plans |
| IDX website | None; requires separate provider | None; requires separate provider |
| Lead source integrations | 50+ tools (Gmail, Microsoft 365, DocuSign, Slack) | 250+ lead sources (Zillow, Realtor.com, Ylopo, BoldLeads) |
| Best fit | Solo agents, relationship-driven teams, enterprise brokerages | Growing teams, high-volume inbound lead operations |
See the full side-by-side breakdown on the Cloze vs Follow Up Boss compare page.
Pros and cons
Cloze
- Pro: Auto-logs every email, text, and call — relationship history stays complete without agent discipline or manual notes.
- Pro: AI relationship scoring and timely outreach reminders surface warm contacts before they go cold, a real edge for agents with large databases.
- Pro: Serves the full spectrum from solo agent at $17/month through enterprise brokerage — Windermere, Sotheby's, and Compass all run on it at scale.
- Pro: 14-day free trial, no credit card required — the lowest-risk way to evaluate a CRM in the category.
- Con: Full AI capabilities — lead routing, generative email drafting, campaign automation, and lead capture — are locked behind the Platinum plan at $42/user/month, not the advertised $17 entry price.
- Con: No native dialer. Any phone-based outreach requires a separate tool and integration, adding cost and friction for teams that call leads heavily.
- Con: Concierge onboarding and priority support cost an extra $20/user/month with a $500/month floor — meaningful overhead for smaller teams that need hands-on help.
- Con: Integration breadth (50+ tools) lags well behind Follow Up Boss (250+) for teams pulling leads from many sources simultaneously.
Follow Up Boss
- Pro: Best-in-class speed-to-lead with real-time routing from 250+ sources — leads arrive and action plans fire within seconds, which consistently correlates with higher conversion rates.
- Pro: Deeply configurable action plans with email and SMS steps make it easy to build and enforce consistent follow-up sequences across an entire team.
- Pro: Team accountability dashboards give leadership clear visibility into agent activity, pipeline velocity, and response metrics without manual spreadsheets.
- Pro: No contracts or setup fees; flat-rate Pro and Platform pricing creates predictable costs as teams grow past a handful of agents.
- Con: Per-user pricing on the Grow plan ($69/user/month) becomes expensive quickly; a five-agent team pays $345/month before any add-ons, which is steep for early-stage teams.
- Con: The platform UI prioritizes function over aesthetics — new users frequently describe the learning curve as steeper than expected, and onboarding without a dedicated admin is genuinely hard.
- Con: Relationship intelligence is rule-based rather than AI-driven; unlike Cloze, it will not automatically surface dormant contacts or draft context-aware follow-ups based on conversation history.
- Con: No native IDX website means an additional monthly cost (typically $99–$299/month) for any team that wants a branded property search experience for buyers.
Which should you choose?
Solo agent or small team prioritizing long-term relationships: Cloze is the clear pick. At $17–$42/month per user, it keeps your client database alive automatically and costs a fraction of Follow Up Boss. If your business runs on referrals, past clients, and sphere-of-influence nurturing — rather than high-volume internet leads — Cloze's AI relationship engine will pay for itself many times over.
Growing team with high-volume inbound leads: Follow Up Boss. The 250+ lead source integrations, instant routing, and action plan engine are purpose-built for the 5-to-30-agent team converting Zillow, Realtor.com, and paid Facebook leads at scale. The flat-rate Pro plan at $499/month becomes economical the moment you have eight or more agents, and the accountability tools are not matched by Cloze at the team level.
Enterprise brokerage standardizing across hundreds of agents: Evaluate both seriously, but Cloze's enterprise track record (Windermere, Sotheby's, Compass) and zero-data-entry model often win at scale because reducing manual input for a large agent population is a major operational lever. Follow Up Boss also serves large organizations through its Platform plan, but its team-lead accountability model fits smaller team structures better than flat brokerage deployments.
Both tools offer no-contract, 14-day free trials — the right move is to run a parallel test with real leads before committing to either. Price alone should not drive the decision; the CRM your agents will actually use consistently is always the right CRM.
Ready to dig deeper? Compare full feature details on the Cloze vs Follow Up Boss compare page, or explore each tool on its own listing: Cloze and Follow Up Boss.