What is Lofty CRM?

Lofty CRM is an AI-powered real estate CRM that combines a full-featured pipeline and lead management platform with a layer of specialized AI agents — automating the volume work that used to consume 3+ hours of an agent's day. It is built by Lofty, the parent company behind Lofty Front, and is used by thousands of real estate agents and brokerages across North America.

Lofty CRM is a separate product from Lofty Front. Lofty Front is your IDX website — it handles search visibility, hyperlocal SEO, AEO, and lead capture. Lofty CRM is what happens after the lead arrives — qualification, nurture, follow-up, and pipeline management. The two products integrate natively: leads from your Lofty Front site flow directly into Lofty CRM, where AI takes over within seconds.

Available as an optional upgrade on any Lofty Front plan, or as a standalone product at Lofty.com/crm.

The Lofty AI workforce

Each Lofty CRM seat unlocks three specialized AI agents trained specifically for real estate workflows:

  • Sales Agent AI — a virtual ISA (inside sales agent) working 24/7. It captures every inbound lead, qualifies them by chat, SMS, or call, and books appointments directly on your calendar — handing off only the hot opportunities. Agents report the Sales Agent AI handles the first 5–10 touchpoints without any manual work.
  • Homeowner Agent AI — converts your past client and sphere database into an active seller pipeline. It sends personalized annual equity reports, neighborhood market updates, and referral nudges — all automated, all branded to you. Designed to generate repeat and referral business without any manual outreach.
  • Social Agent — a digital marketing assistant that amplifies your brand across social channels and drives inbound leads back to your Lofty Front site.

These are not chatbots. They are agentic AI workflows that take autonomous action — engaging leads, booking appointments, drafting follow-ups, and surfacing opportunities. In production, Lofty agents report saving 3+ hours daily on tasks the AI now handles end-to-end.

Core CRM features

Beyond the AI layer, Lofty CRM includes the full real estate CRM stack:

  • Smart CRM — identifies and develops sales opportunities, surfaces what to act on next
  • Power Dialer — scales outbound calling to leads and team members
  • Automated Smart Plans — nurture campaigns that adapt in real time to lead behavior
  • 33+ lead generation methods — Google PPC, Local Services Ads, 360° Marketing, Lofty Bloom (hyperlocal lead gen with zip code exclusivity), Direct Mail, and more
  • Transaction Management — paperless workflows, full reporting suite, compliance-ready
  • Back Office Solution — operations from agent interview to closed transaction
  • Mobile App — full CRM, lead management, and communications on the go
  • Dedicated business number — calls and SMS, fully recorded and AI-transcribed

How Lofty CRM pairs with Lofty Front

Adding Lofty CRM to a Lofty Front plan creates a closed-loop acquisition and conversion system:

  • Lead capture forms on your Lofty Front hyperlocal pages route directly into Lofty CRM — no manual import
  • The Sales Agent AI qualifies every inbound lead from your site within seconds of arrival
  • Homeowner Agent AI nurtures past clients with MLS-accurate market updates — building your seller pipeline passively
  • Your dedicated business number handles inbound calls and SMS with full AI routing and transcription
  • Smart Plans drive nurture sequences tuned to lead source, behavior, and intent signals

The result: your Lofty Front site captures the lead, and Lofty CRM converts it — with AI handling the gap between the two.

Who is it for?

  • Solo agents who want a virtual ISA without the payroll — Sales Agent AI qualifies and books while you're at showings
  • Small teams (2–10 agents) who need structured lead routing and accountability without building out an ops function
  • Large teams and brokerages who need volume lead management, agent performance reporting, and back office integration at scale

Adding it to Lofty Front

Lofty CRM is offered as an optional upgrade alongside any Lofty Front plan:

  • Solo agents and small teams — add self-serve at checkout, billed per agent seat
  • Teams of 3+ agents — custom volume pricing; schedule a consultation and we'll build a quote for your team size
  • Standalone (without Lofty Front) — available directly at Lofty.com/crm with brokerage-level tiers
"Adding the Lofty CRM to my Lofty Front plan was the right move. The Sales Agent AI books appointments while I'm at showings. The Homeowner Agent AI nurtures my past clients without me lifting a finger." — Verified Lofty customer