Lofty starts at $449 per month per seat for real estate agents. The platform uses per-seat pricing that becomes more cost-effective at scale for larger teams and brokerages. Verified April 2026.

Lofty specializes in real estate with AI-powered automation that autonomously engages leads and books appointments without manual intervention, while HubSpot CRM provides a smart CRM that centralizes all customer data with built-in AI agents across marketing, sales, and service functions. Lofty includes real estate-specific features like IDX websites and transaction management, though it faces customer support challenges with offshore agents and slow response times.

Lofty works best for real estate agents who prioritize lead automation and want AI to handle initial prospect engagement without manual intervention. The platform suits agents managing high lead volumes who need integrated CRM, marketing automation, and transaction management in one system.

Lofty uses AI-powered automation to autonomously engage leads and book appointments without requiring manual intervention from agents. The system's Smart Plans handle lead nurturing and appointment scheduling as part of its automated marketing workflow.

Lofty users consistently report poor customer support quality with offshore agents working from scripts and slow response times. These support challenges represent the platform's primary limitation despite its comprehensive feature set for real estate professionals.