Command vs. Lofty vs. Follow Up Boss: Which CRM is Best for Real Estate Agents?

Hey everybody, I’m Bren Brewer—your favorite tech trainer—and today we’re diving deep into three of the most popular real estate CRMs: Keller Williams Command, Lofty, and Follow Up Boss.

I’ve been using Command for over five years and recently spent about a month exploring Lofty and Follow Up Boss. This blog post breaks down how each platform performs across key categories like contact management, lead generation, automation, task tracking, and more. If you're trying to choose the best CRM for your real estate business, this guide is for you.

🧑‍💼 Contact Management

Command

• Tag-based organization

• No built-in lead status buckets

• Requires Opportunities to track hot/warm leads

• No built-in dialer—third-party integration (like Google Voice) required

Follow Up Boss

• Robust lead buckets: new leads, hot, nurture, stale, etc.

• Buckets clear and refresh daily

• Built-in calling and texting from the contact record

• AI-powered call recording, transcription, and suggested next steps

Lofty

• Lead pipeline stages: new, contacting, warm, hot, etc.

• Built-in AI assistant for automated appointment scheduling

• Records calls and saves them to contact history

🏆 Winner: Follow Up Boss and Lofty offer a smoother, more intuitive experience than Command when it comes to managing and communicating with contacts.

🚀 Lead Generation & Websites

Command

• Run Facebook ads

• Includes an IDX-connected KW site

• Limited landing page customization

Lofty

• IDX website with blogs, agent pages, reviews, and lead capture

• Landing pages, Facebook ads, and automation tools included

Follow Up Boss

• No website or lead generation tools included

• Must connect to a third-party website (like Sierra Interactive or BoomTown)

🏆 Winner: Lofty is the clear winner here with the most robust lead-gen and website tools built in.

🔄 Automation & Smart Plans

Command

• SmartPlans for drip campaigns

• Integration with Twilio for automated texting

• Manual and automated task follow-ups

Follow Up Boss

• Action Plans with limited automation (only one automated text allowed)

• Manual texting requires multiple steps

• Excellent task creation but less flexible automation

Lofty

• Dozens of smart plans with AI messaging and auto-apply options

• Built-in property alerts, home value reports, and AI follow-up

• Market reports and seller nurture without manual setup

🏆 Winner: Lofty offers the most advanced and user-friendly automation and drip features.

✅ Task & Activity Management

All three CRMs offer:

• Daily task lists

• Contact-specific task creation

• Calendars for future follow-ups

But only Follow Up Boss and Lofty allow click-to-call with automatic call logging, giving them a productivity edge.

📊 Analytics & Reporting

Command

• Basic reports (not always accurate)

• Opportunity pipeline and database health

Follow Up Boss

• Lead source tracking

• Agent accountability

• Clean, user-friendly reporting interface

Lofty

• Tracks calls, texts, emails, and user activity

• Agent productivity reports

• Smart lead scoring

🏆 Winner: Follow Up Boss for reporting clarity, with Lofty close behind.

📱 Mobile Access

All three have mobile apps.

• Command: Clean interface, solid core features, no call recording.

• Follow Up Boss: Great functionality, call logging, and recorded calls.

• Lofty: Rich feature set with calling, recording, and full CRM access.

🏆 Winner: Lofty and Follow Up Boss (tie) for call recording and mobile ease of use.

🛠️ Team Collaboration & Customization

Command

• Free for KW agents

• No extra cost for team access

• Limited customization due to KW’s structure

Follow Up Boss

• Charges per user

• Limited visual dashboard customization

• Great team tools

Lofty

• Fully customizable pipelines, websites, and workflows

• Includes 3 users at $299/month (custom pricing may vary)

🏆 Winner: Lofty offers the most scalability and customization options for growing teams.

💵 Pricing Overview

CRM	Monthly Price	Includes
Command	~$50 (KW agents only)	Website, CRM, SmartPlans
Follow Up Boss	$58/user + $38 dialer	Powerful CRM, no website
Lofty	~$299 for 3 users	Website, CRM, dialer, AI tools

Note: Lofty also requires A2P 10DLC compliance for texting, which can cost ~$4 per attempt.

🧠 Final Thoughts: Which One Is Right for You?

• Command is best if you're a Keller Williams agent and want an affordable, all-in-one tool.

• Follow Up Boss is ideal for follow-up focused teams already using third-party lead generation platforms.

• Lofty is great for agents or teams seeking a robust, all-in-one solution with automation, IDX websites, and built-in lead gen.

🙋‍♀️ What’s Your Favorite?

Let me know in the comments—do you use Command, Lofty, or Follow Up Boss? What’s your favorite feature, or what made you switch?