GoHighLevel (HighLevel) — a marketing-automation platform you can build a realtor CRM on

HighLevel (GoHighLevel) at a glance

Best for: Agents and teams who want to build their own marketing automation, funnels and custom pipelines in one tool, and are comfortable doing the setup (or paying someone to)
Price: $97/mo Starter (3 sub-accounts, unlimited contacts and users), $297/mo Unlimited, $497/mo Pro; SMS, email, phone and AI are usage-based extras
Year one, solo: $1,164/yr month-to-month ($970/yr billed annually) on Starter, plus usage fees (SMS, email, phone numbers, A2P registration, AI)
Contract: Monthly or annual, auto-renews · 14-day trial · no refunds
Watch out: It is a marketing-automation platform, not a realtor CRM: no native MLS/IDX, no transaction management on the official feature list, and you build the real-estate setup yourself (or install a snapshot template). Texting needs A2P 10DLC registration and usage fees on top of the plan.

From our product data, checked against HighLevel (GoHighLevel) official pages. Full pricing ↓

One of 12 more platforms we review (18 in total). The six core CRMs stay on Compare →.

Our one-line verdict — HighLevel is a marketing-automation and agency platform, not a purpose-built realtor CRM. Best for an agent or team that wants to build its own follow-up automation, funnels and custom pipelines and will do (or buy) the setup. Skip it if you want listing search, lead routing and transactions ready out of the box — Follow Up Boss, Real Geeks or Sierra are built for that.

Start the 14-day trial →

At a glance

Field	HighLevel (per official pages, Oct 9, 2026)
Built for	Agencies and marketers; sub-accounts per client or business
Plans	Starter $97/mo · Unlimited $297/mo · Pro $497/mo
Contacts and users	Unlimited on every plan
Sub-accounts	3 on Starter; unlimited on Unlimited and Pro
Free trial	14 days; billing starts automatically afterwards unless you cancel
Native MLS/IDX listing search	Not found on the official pages we read
Transaction management	Not on the official core feature list
Real-estate starting point	A Real Estate Agent Snapshot (template sub-account) is documented in the help center
Usage-based extras	SMS, email, phone numbers, A2P registration, AI and premium workflow actions
Best for	Marketing automation + custom pipelines you build yourself

1. What HighLevel is

The official pricing page lists the core features as: CRM and pipelines, workflow automation, email and SMS marketing, inbound and outbound calling, unified conversations, website and funnel builder, forms/surveys/quizzes, booking calendars, social media management, ad manager, reputation management, payments and invoicing, a mobile app, courses and communities, API access, and AI tools (Conversation AI, Voice AI, Content AI, Funnel AI, Reviews AI).

Its pricing FAQ calls it an "all-in-one platform designed to replace multiple subscriptions" and says it offers a "Snapshot" library of pre-built accounts for industries including real estate. The help center's Real Estate Agent Snapshot page describes a foundational template for real-estate sub-accounts with a website, forms, calendars, workflows, email campaigns, online ads and social posts.

Pipelines: the official Pipelines guide shows you define your own stages and lists a real-estate example (New Lead → Property Tour → Offer → Contract Signed → Closed). Stages are yours to design, and pipeline changes can trigger automations such as tasks and follow-ups.

No product screenshots are shown here: the official public pages we read use marketing graphics rather than a clear view of the app, and we only show official images that depict the product accurately.

2. Pricing

Plan	Monthly	Annual (per year)	Sub-accounts	Notable inclusions (official)
Agency Starter	$97/mo	$970/yr	3	Unlimited contacts and users; 24/7 support
Agency Unlimited	$297/mo	$2,970/yr	Unlimited	Rebill phone and email at no markup; basic API access
Agency Pro	$497/mo	$4,970/yr	Unlimited	SaaS Mode, rebill with markup, advanced API access
Enterprise	Custom	Custom	—	Dedicated success manager, white-label mobile app and HIPAA included

The plan cards show the annual figures; the monthly prices come from the official pricing FAQ. Annual works out to ten months of the monthly price (our arithmetic).

Solo agent, year one on Starter: $1,164 month-to-month or $970 billed annually, before usage fees.

Team, year one: the same — users are unlimited on every plan, so there is no per-seat charge. Compare that with per-login pricing at Follow Up Boss. A team still pays usage fees on every text and call.

Sub-accounts and SaaS Mode: a sub-account is a separate client workspace. Starter allows 3. SaaS Mode (Pro) is for agencies that resell HighLevel under their own brand; most agents will not need it. The Terms of Service also state that white-label resellers can mark up HighLevel fees only on the $497 plan.

Full breakdown: HighLevel pricing →.

3. Usage-based costs (published)

The pricing page footnotes SMS, email, calling and AI with "usage based charges apply". From the official guides (October 9, 2026):

SMS (US, per segment): $0.00747 ($0.0083 list price with a 10% discount), plus carrier fees that vary by carrier ($0.0035–$0.0050 per outbound segment in the guide's table). 1,000 outbound segments are $7.47 before carrier fees (our arithmetic).
Email: $0.675 per 1,000 emails.
Phone numbers: local $1.15/mo; toll-free $2.15/mo.
AI Employee: pay-per-use, or $50/mo (Growth) or $97/mo (Unlimited) per enabled location.
Premium workflow actions: $0.01 per execution.
Wallet: usage is deducted from a prepaid wallet that auto-recharges from your card; the Terms give a $10 refill threshold.
Optional add-ons: Premium Support $500/mo; white-label mobile app $497/mo; Advanced Account Setup $1,000 one-time.

4. What it does not include for realtors

MLS/IDX: we found no native IDX or MLS listing search on the official pricing, feature or help pages we read. HighLevel documents Marketplace apps that connect third-party tools (OAuth, API keys, basic auth), so IDX would be a separate subscription plus an integration or custom build. Confirm what your MLS/IDX vendor supports before you buy.
Transaction management: not on the official core feature list. A pipeline can track deal stages, but checklists, document and compliance workflows are not described.
Realtor lead routing: the pages we read do not describe round-robin, ponds or claim rules for portal leads; treat this as unverified.
Portal lead integrations: no Zillow or Realtor.com connection is described on the official pages we read.
Setup: nothing is pre-configured for your market. Pipelines, automations, funnels and sender registration are yours to set up, from the snapshot or from scratch.

More detail: what you'd build yourself →.

5. Texting and A2P 10DLC

Per HighLevel's help center, A2P 10DLC registration is required to send SMS/MMS to US recipients from standard 10-digit local numbers; you register a Brand and then a Campaign under Settings → Phone System → Trust Center, and carriers make the final approval. US businesses use an EIN that matches IRS records. The Phone System guide lists a one-time registration fee ($22.50 low volume, $64.00 high volume) and a monthly campaign fee ($1.50-$10.50 low volume; $10.50 high volume).

The Terms of Service make you solely responsible for consent and for compliance with the TCPA, do-not-call rules and carrier 10DLC requirements. This is a platform, not legal advice, and neither are we.

6. Who it's for

Best for marketing automation + custom pipelines: an agent or team that wants one tool for follow-up sequences, funnels, booking calendars and reviews, and is willing to build it (or pay for setup).

Good fit if: you already run your own website and IDX, your team is large and per-seat pricing hurts, or you want to white-label for clients.

Skip if: you want a realtor CRM that works on day one with listing search, lead routing and transaction tracking — see Follow Up Boss, Real Geeks, Lofty or Wise Agent.

Start the 14-day trial →

7. Questions to answer before paying

Which of my lead sources (portals, IDX forms, open houses) can send leads in, and how?
Which IDX or MLS vendor will I use, and does it connect to HighLevel?
How long will A2P 10DLC approval take for my business, and what is my expected monthly texting cost?
Who will build and maintain the pipelines and automations?
What happens to my data and phone numbers if I cancel? (Terms: data kept 90 days, numbers released within 14 days.)

Official sources we read

Every fact above comes from these HighLevel pages, read October 9, 2026. We did not include third-party reviews.

FAQ

Is GoHighLevel a real estate CRM?

No. It is a general marketing-automation platform with a CRM and pipelines. The help center offers a Real Estate Agent Snapshot as a starting template, but we found no native MLS/IDX or transaction management on the official pages.

How much does GoHighLevel cost for an agent?

Starter is $97/mo ($970/yr annual) with unlimited contacts and users, plus usage fees for texting, email, phone numbers and AI. See the cost page.

Does it have IDX?

Not natively, on the pages we read. You would add an IDX provider and connect it.

Is there a contract?

There is a 14-day free trial and billing starts automatically afterwards. Subscriptions renew monthly or annually until cancelled; fees are non-refundable (Terms of Service).

Do you use it?

No. We compare from official documentation only and have not tested the product ourselves.

Figures from official HighLevel pages, verified October 9, 2026. How we verify →