The short answer
GoHighLevel vs Lofty comes down to what you need to run. Lofty is the better fit for agents and teams who want an IDX website, CRM and AI-assisted follow-up from a single real estate vendor. HighLevel is the better fit for agents and agencies that want to see prices upfront and build their own funnels, campaigns and AI phone answering. Lofty's Lofty Agent plan is Request pricing; HighLevel starts at $97 a month with usage billed on top.
Lofty is an all-in-one real estate platform for agents, teams and brokerages, combining an IDX website, an AI-powered CRM with unlimited contacts, marketing automation through Smart Plans, mass and auto texting, email and a basic dialer. Its AI tools include Lofty Cowork, AI lead scoring and task prioritization, with optional AI agents for sales, social media and homeowner follow-up. Lofty also sells add-ons such as a power dialer, managed social ads, listing ads through Lofty Blast and a hyperlocal SEO website. All four plans are priced on request.
Independent comparison. We are a HighLevel affiliate, not HighLevel or Lofty, and we do not speak for either company. Prices come from each vendor's own website, checked 2026-09-29.
At a glance
| Feature | HighLevel | Lofty |
|---|---|---|
| Starting price | $97/mo (Starter) | Request pricing (Lofty Agent) |
| Pricing model | Flat plan plus usage for texts, calls, email and AI | Lofty shows no prices: every plan has a Request Pricing button, and add-ons such as the power dialer, AI agents, Social Ads and extra text packages are listed without published prices. |
| CRM and pipelines | Yes | Yes |
| Funnels | Yes | Not listed |
| Websites | Yes | Yes |
| Email marketing | Yes | Yes |
| Two-way texting | Yes | Yes |
| Calling | Yes | Yes |
| AI voice agent | Yes, billed by use | Not listed |
| Review requests | Yes | Not listed |
| Courses and memberships | Yes | Not listed |
| White label for agencies | Yes, from Unlimited | Limited |
Lofty pricing
| Plan | Price | Notes |
|---|---|---|
| Lofty Agent | Request pricing | IDX website, AI CRM, texting, basic dialer |
| Lofty Team | Request pricing | For teams |
| Lofty Broker | Request pricing | Adds White Label |
| Lofty Enterprise | Request pricing | For large organizations |
Where Lofty is stronger
Lofty advantages
- IDX website, CRM and automation come together, so leads from the site land straight in the CRM.
- Unlimited contacts and unlimited agent subdomains on every plan.
- A growing set of AI tools, including Cowork, lead scoring and optional AI agents.
- Phone and chat support, live training classes and 1:1 onboarding are listed on all plans.
Where Lofty falls short
- No public prices for plans or add-ons.
- The power dialer, AI agents and social ads are add-ons, so the real cost depends on the bundle you negotiate.
- Real estate only, so agencies with clients in other industries need something else.
- Its site does not describe an AI that answers or places phone calls, which HighLevel Voice AI does.
Where HighLevel is stronger
HighLevel puts CRM, funnels, websites, two-way texting, calling, review requests, courses and an AI phone agent in one login, and agencies can put their own brand on it from the Unlimited plan. The trade-off is a steeper learning curve and usage charges on top of the plan, which our cost calculator adds up. For the full picture read our GoHighLevel review.
Who should pick which
| Choose Lofty | Agents and teams who want an IDX website, CRM and AI-assisted follow-up from a single real estate vendor. |
|---|---|
| Choose HighLevel | Agents and agencies that want to see prices upfront and build their own funnels, campaigns and AI phone answering. |
Switching
Moving from Lofty means replacing the IDX website as well as the CRM. Export contacts and notes, write down the steps in each Smart Plan, then rebuild those plans as HighLevel workflows. Choose an IDX provider to embed in a HighLevel site before you switch domains, and keep the old site live until listing pages and lead forms work on the new one.
Verdict
Lofty is a capable real estate platform that bundles an IDX website, CRM, texting, a dialer and a growing line of AI agents. For an agent who wants listing search and follow-up from one vendor, it removes a lot of assembly. The downside is that nothing is priced publicly and several useful parts are add-ons. HighLevel is the more flexible toolkit, with published prices, unlimited users, funnels, review requests, courses and Voice AI, but no native IDX and more setup. Agents centered on their own listings site may lean toward Lofty; those running paid ads and nurture across many channels may find HighLevel better value.
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