Lofty (formerly Chime) — quote-only pricing, and how to buy it

Verified on lofty.com:

1. Four official plans: Lofty Agent, Lofty Team, Lofty Broker, Lofty Enterprise.
2. No public pricing on any plan — each has a "Request Pricing" button only.
3. Lofty states pricing "varies based on your choice of platform package, seat count, optional upgrades and lead-gen programs."
4. A Basic Dialer (the in-CRM calling tool) is included in all four plans; the Power Dialer is the paid add-on, with no public price.
5. Lead-generation programs carry an ad management fee on top of your ad budget: 20% for buyer/seller Lead Generation, 15% for Branding Ads — so ask for the all-in cost of any lead-gen program, not just the ad spend. Fine print from the same pricing page: buy Seller Lead Generation without an IDX site and Lofty charges $70/mo for a Home Evaluation Page. Lofty's advertised lead counts are estimates from historical data, not guaranteed — and the page now shows the volume tiers behind them: Buyer Leads at 20–30 / 50–70 / More, Seller Leads at 10–20 / 20–40 / More. The page states no time period for these tiers — confirm on the demo call whether they're monthly lead volumes and what minimum ad spend sits behind each tier, before you budget against them. One cost-saver buried on the same pricing page: Lofty lets a lender co-market with you and cover up to 50% of your digital marketing spend — worth knowing before you budget buyer lead-gen solo. One compliance question worth asking on the demo: lender co-marketing is regulated under RESPA (the Real Estate Settlement Procedures Act), so confirm how the split is structured and documented before you budget around it. One more fine-print wrinkle (verified October 2, 2026): the same page says Branding Ads require a "CRM Professional Plan or above" — a plan name that doesn't appear anywhere in the four-plan grid (Agent / Team / Broker / Enterprise) — so ask the rep which plans actually qualify before you budget a branding campaign. And a zip-code wrinkle spotted on the same page (verified October 3, 2026): Lofty says each zip code allows "up to 5 slots" for Ads by Zip Code — so before you budget around "owning" your farm zip, ask whether the ads are exclusive to you or shared with up to four other agents.
6. AI Sales Agent (the AI follow-up add-on) is officially priced on Lofty's own Help Center (re-verified October 9, 2026). Lofty's Sales Agent Packages article lists four packages: Freemium (10 leads, free), Pro ($60/mo for a 200-lead quota), Max ($150/mo for 500 leads), and Team ($199/mo for 600 leads shared across a team), with extra quota at $0.30/lead on Max and Team. Lofty's help center is inconsistent on adding quota to the base plan: Getting Started with AI Sales Agent says coverage can be added in 100-lead increments at +$30/mo, while the Sales Agent Packages article says extra quota is only for Max and Team and Pro users upgrade instead (both checked October 9, 2026). Confirm in writing which applies to your account. At the base tier that works out to about $0.30 per working-lead slot per month — the number to compare against what you'd pay an ISA (inside sales agent) to work the same leads. We don't have a verified ISA pay figure to complete that math — bring your own staffing cost to the demo and ask how the $60/mo quota compares — but the per-slot figure is the fixed side of the comparison. One caveat a realtor would miss: the quota doesn't reset monthly — it's a running total of leads the AI Sales Agent is working on your behalf, so don't budget it as 200 fresh leads every month. The quota isn't one-way: muting the AI on a lead (manually or via a Smart Plan — Lofty's name for an automated drip follow-up sequence) frees that slot for another lead, leads that go 6 months of automatic follow-up without responding drop off the quota, and the Getting Started article says you can raise or lower the quota at any time (given the conflict above, confirm how that works on your plan). Pricing-model risk worth knowing before you budget it: Lofty's CEO said in Inman's Oct 2 interview that token costs (the per-use computing charges for running the AI on each conversation) have, in some cases, made the AI Sales Agent "unprofitable to run" — he's betting cheaper tokens arrive in time. If they don't, today's flat $60/mo quota price could shift toward per-completed-task pricing (Rechat's CEO made exactly that prediction in the same piece), so get the $60/mo rate — and what counts against the quota — locked in writing on your quote.
7. Human support runs 7 days a week, 8 am–8 pm Eastern Time (site footer on Lofty's official pricing page, verified October 2, 2026). The AI Sales Agent works leads by text, but Lofty publishes no response-time commitment — how fast it answers a new lead at night or on weekends is still a demo question (see question 7). What's verified: if something breaks during a Saturday-night open house, you're waiting until morning for a human. One more practical wrinkle for agents outside the Eastern zone: 8 pm Eastern is 5 pm Pacific, so on the West Coast, human support closes before your evening showings end — plan accordingly on show nights.

Not verified — ask on the demo call:

• Contract length and cancellation terms.
• Setup/onboarding fees.
• Whether your MLS is covered by the IDX site — and whether the MLS/IDX data feed fee is bundled into the quote or billed as a separate line (and who invoices it: Lofty or your MLS). A quote that rolls the feed into the platform fee hides a cost that follows you to every CRM switch; a separate feed fee follows the MLS, not the vendor.
• Lead routing: Advanced Lead Routing is listed on Lofty's official pricing grid for all four plans (verified live on Lofty's official plans page, October 2, 2026) — but the routing rules still aren't spelled out: round-robin, first-to-claim, or who works unclaimed leads. Keep it on the eleven questions; for a team buying its own ad leads, this is the detail that decides ROI.
• Dialer-minute billing: the Basic Dialer is included in all four plans, but we could not verify whether call minutes are bundled or billed per-minute on top. Per-minute charges are the classic surprise line on a quote — get the Power Dialer upgrade price and the minute rate in writing before you budget a call-heavy workflow.
• AI agent add-ons: the official pricing grid lists Sales Agent, Social Agent, and Homeowner Agent as add-ons, but Lofty has only published pricing for the Sales Agent ($60/mo for the 200-lead quota, per the Help Center). Ask what the Social Agent and Homeowner Agent cost as their own line items — and what lead pool each one works (new web leads vs. your existing homeowner/SOI database), since that decides which add-ons you actually need.
• AI Sales Agent texting costs: the add-on works leads by text, and Lofty's official pricing grid lists "Additional Text Packages" as a paid add-on on all four plans — yet the same grid checks "Mass & Auto Texting" as included in all four plans (both rows re-verified October 4, 2026). Ask what the "included" texting actually covers — a monthly text allowance, or just the feature being switched on — and at what volume you start paying for Additional Text Packages. We still couldn't verify the per-text cost or who handles 10DLC brand registration — the business-texting registration US carriers require before your texts go out: a heavy AI-follow-up workflow changes your budget math if texts are billed on top — get both in writing before you buy the quota.
• Direct Mail lead-gen program: Lofty's demo quote form (verified live on Lofty's official pricing page, October 2, 2026) offers Direct Mail alongside Buyer/Seller Leads and Brand Advertising — but the pricing-page body copy says nothing about what it covers (postcards, geographic farming, or both) or its fee. If you farm a zip code with mailers, ask on the demo call.
• Integrations: Lofty sells the all-in-one platform, but most teams still buy leads from portals and close in a transaction manager — ask which lead sources flow into the CRM natively (Zillow, Realtor.com, your own website forms) and whether any of those integrations are paid add-ons, plus how email/calendar sync works and whether it connects to dotloop or Skyslope for transactions.
• Transaction Management: Lofty's site footer lists Transaction Management and Back Office under the platform (checked live on Lofty's official pricing page, October 3, 2026), but neither appears as a plan feature or a paid add-on in the pricing grid — ask whether transaction-coordinator (TC) tools are in the platform fee or a separate add-on, and what the closing-file handoff looks like if you still close in dotloop or Skyslope.

Submitting the demo form puts you on a salesperson's call list — that's how quote-only platforms work. Come prepared: have your numbers and the eleven questions in the next section ready before you hit submit, so the rep quotes what you need instead of selling you the bundle.

1. Go in with your numbers: agent count, monthly lead volume, and whether you want ad spend managed or just the platform.
2. Ask for the quote in writing, broken into: platform fee, per-agent cost, add-ons (Power Dialer upgrade, AI Sales Agent, Social Agent, Homeowner Agent, Additional Text Packages — the $60/mo AI Sales Agent quota is for the working-lead slots, not the texts it sends), onboarding, the contract term the price is locked for, and any lead-gen program minimums — and have the ad management fee stated as its own line (20% on buyer/seller lead-gen programs, 15% on branding ads), not buried inside the ad-spend figure — and if you're running Seller Lead Generation without an IDX site, the $70/mo Home Evaluation Page fee should appear as its own line too. Get Website Design Services priced as its own line as well: the official grid (re-verified October 2, 2026) lists the IDX Website as Fully Customizable on all four plans, but design services — including the Lofty Present CMA (comparative market analysis) builder — are paid add-ons, so confirm how much design/setup work is in the platform fee and what's billed on top before you assume the designer is in the price.
3. Ask what happens at renewal — quote-based pricing can move when the term ends.
4. Ask for the cancellation clause before you sign anything — we could not verify it publicly.

1. What's my all-in monthly cost at my agent count, itemized?
2. Is there a contract term, and what does early cancellation cost — and when the term ends, does it roll month-to-month or auto-renew for another full term?
3. What are the onboarding/setup fees, and what do they cover — including migration in: who moves my contact database over from my current CRM, what carries over (notes, tags, conversation history), and is that in the fee or am I importing a CSV of names myself? On the website side: Lofty's pitch is the IDX site — is migrating my existing site content, domain, and SEO (redirects, existing rankings) part of the setup fee or a separate project?
4. Is my MLS covered by the IDX site, what do extra MLS feeds cost, and is the data feed fee bundled into the quote or billed separately — who invoices it, Lofty or my MLS?
5. The AI Sales Agent is officially $60/mo for a 200-lead running quota (not a monthly refill) — make sure it appears as its own line item in your quote, and ask how many leads the AI will be working at your volume. That number decides whether you need more quota, and Lofty's help articles disagree on how you get it: one lists +$30/mo per 100-lead block, the other says extra quota is only on Max and Team. Get the answer for your plan in writing.
6. If I cancel, what happens to my website, its domain, and my lead data — can I export my contacts with notes, tags, and conversation history in a usable file before I leave, or does leaving mean starting over? And if an individual agent leaves the team, who owns their contacts — the agent or the brokerage — and can those contacts be reassigned to another agent?
7. How does lead routing work — round-robin (new leads dealt out to agents in rotation), first-to-claim rules (whoever grabs the lead first gets it), who gets my ad leads in what order, and who works unclaimed leads? Speed-to-lead: how fast are agents notified of new leads — push notification, text, email? And since the pitch is that the AI is your first responder, ask how quickly the AI Sales Agent texts a new lead back — including nights and weekends — and what it does when a lead replies while no agent is around. Also ask whose number the AI Sales Agent texts from — yours or a Lofty-issued one — and where lead replies land: the number on the texts is the one leads save, and that decides whose name is on the relationship.
8. Can we pilot with a small group of agents before rolling out to the whole team — what does the pilot cost, who trains my agents during rollout (is onboarding included or billed?), and what happens to the pilot data if we don't proceed?
9. Who owns the ad accounts? Lofty takes a 20%/15% management fee on top of my ad spend — do the Google/Meta ad accounts, pixels (the tracking code on your site that builds your retargeting audience), and audience data I paid to build stay with me if I cancel, or does Lofty keep them?
10. Do leads get automatic listing alerts on the IDX site — saved searches that email them new and price-changed matches — and can buyers set the cadence? Does the CRM show me which leads are opening those alerts and viewing listings, so I know who's actually shopping?
11. Can I run Smart Plans (Lofty's name for automated drip follow-up sequences) for my own sphere of influence — past clients, referrals, open-house contacts — or is the automated follow-up built only around the leads Lofty's IDX site and lead programs capture? Per Lofty's Smart Plans feature docs, a Smart Plan can coordinate email, text, call tasks, postcards, letters, ringless voicemail, and in-app notifications in one workflow and auto-pauses the moment a lead replies — so ask which channels are on by default in your quote and whether postcards or ringless voicemail carry per-unit costs, and whether texts to my own database burn the AI Sales Agent's lead quota or draw on the Additional Text Packages? And who handles opt-in/opt-out consent when the AI or a Smart Plan texts contacts who never opted in — your past clients and referrals?