GoHighLevel vs. Lofty: Which Real Estate CRM Is Right for You?
An honest comparison — including when Lofty is actually the right call, and when it isn't.
Note: Lofty was formerly known as Chime — if you know the platform by that name, this comparison still applies.
First — is switching even right for you?
If your brokerage gives you Lofty for free and you're not going to actually work a more customizable system, stick with what you have. The GoHighLevel Real Estate Snapshot isn't for every agent — it's for agents who want to build and grow their own business, not just get a CRM handed to them.
What each one actually costs
Lofty doesn't publish pricing publicly — plans are quoted individually (Agent, Team, Broker, Enterprise). Consistently reported figures place Lofty's Core plan around $449/month, scaling to roughly $700/month on Premier and up to $1,500/month on Enterprise, plus a reported setup fee ($299–$2,000) and separate ad management fees of 15–20% of ad spend for paid lead generation. GoHighLevel itself is priced publicly at $97–$297/month depending on plan, and our snapshot is a one-time $497 (DIY) or $2,500 (Done For You) on top of that — no ad management fee tied to the platform itself.
Reported range from Core to Enterprise. Not official published pricing — Lofty quotes plans individually.
Reported setup fee, plus 15–20% of ad spend in ad management fees for paid lead gen.
Published pricing, paid directly to GoHighLevel. No contract.
DIY, or $2,500 Done For You. Published, fixed, and yours outright.
All Lofty figures above are third-party reported or estimated, not official published pricing.
Where Lofty genuinely does well
- A genuinely strong, modern IDX website — SEO-optimized, intelligent home search, considered one of the stronger IDX experiences in the industry
- A WordPress IDX plugin available through their Marketplace — so you're not locked into using only Lofty's own website; it connects Lofty's IDX to an external WordPress site with lead activity synced back to the CRM
- A single lead-to-client-to-closed pipeline already built in — functional, if not deeply customizable
- AI-assisted lead follow-up and Smart Plans — automated multi-step nurture across email, text, and calls
- Custom landing pages for campaigns and lead capture
Where it falls short for agents who want to scale
- Custom fields exist, but are capped — Lofty limits you to 50 custom fields per field type, roughly 350 total across all types combined. That's a real number, and a real ceiling, once a growing team starts tracking more detail
- One pipeline structure — lead to client to closed, without the ability to build genuinely separate pipelines for different deal types the way GoHighLevel allows
- AI phone numbers are a paid, usage-based add-on — and typically run higher cost per use than GoHighLevel's equivalent
- No fully custom objects — Lofty can’t model something like a "Property" record type linked to a tenant the way GoHighLevel can; you’re working within Lofty’s existing data structure, not building new ones
What the GoHighLevel Real Estate Snapshot adds
- Custom fields on contacts and on each pipeline/opportunity — not just capped contact fields, but fields specific to a transaction stage itself
- Fully custom objects — build something like a Property object for property management, and link individual property units directly to tenant contacts; there's no equivalent limit forcing you into a fixed data structure
- Multiple custom pipelines, not one fixed lead-to-close flow
- Unlimited users with permission-based access — give a team member visibility into only what they need, without a per-seat upgrade
- Native social media scheduling, webinars, QR code manager, custom forms, and surveys — all built in, no separate tools needed
- Give every agent on a team their own snapshot while retaining oversight, without rebuilding anything
One platform that actually replaces the others
Here's the part that matters most for total cost: most competing platforms are exactly that — one more platform, sitting alongside everything else you're already paying for. GoHighLevel is built to replace the tools around it, not add to the pile — no separate Calendly, no separate webinar software, no separate social media scheduler, no separate form builder, no separate link shortener, no Zapier subscription for most day-to-day automations. What most agents are paying for in five different subscriptions, this consolidates into one.
Everything included, starting at $97/month
GoHighLevel replaces a stack of tools most agents pay for separately — CRM, calendar, email marketing, funnels, social scheduling, AI agents, and more — all starting at $97/month. Priced out separately, that stack commonly runs well over $1,000/month elsewhere.
See Everything Included →Most CRM platforms charge more the bigger you get — more agents, more contacts, more automation, more cost, indefinitely. GoHighLevel and this snapshot don't work that way: it's built to grow with your business without the platform itself charging you more for growing.
A steeper learning curve than Lofty
GoHighLevel is built for every industry, not just real estate — so it comes with more of a learning curve than Lofty's simpler, real-estate-only interface. That's exactly why this snapshot exists: it gives you GoHighLevel's flexibility without starting from a blank account.
Agents building something of their own
If you're a new agent on a limited budget and your brokerage already gives you Lofty for free, use it — there's no reason to add cost while you're getting started. This system is built for agents who are scaling, building a team, or starting their own brokerage, and want real control over how their business runs instead of working within a platform's built-in limits.
Own your resources, not your brokerage's
If your brokerage already provides Lofty or a similar system and it covers what you need, there's no reason to add cost. But here's the case for owning your own system instead, especially if you're serious about real estate as a career: most agents change brokerages every three to five years — commission structures shift, better opportunities come along, and agents go where the resources and numbers make sense. Every time that happens, if your CRM and website live inside your brokerage's account, none of it transfers with you. Same platform or not, you're rebuilding a website and relearning a system from zero, every single time you switch.
Own your own GoHighLevel account instead, and switching brokerages means updating a name and some branding — not rebuilding your entire business infrastructure. If you're going to pay for a platform like Lofty or BoldTrail out of pocket anyway, you're paying more for less flexibility than owning your own GoHighLevel setup gives you. And GoHighLevel's own support is genuinely excellent — active, responsive, and agents can request features directly; enough demand for something and it often gets built quickly, on top of a platform that already supports far more custom integration than a closed system like Lofty.
One Flat Price for the Snapshot. Your Choice on GoHighLevel.
Lofty runs $449–$1,500/month plus ad management fees. Our snapshot is $497 one-time, on top of GoHighLevel's own $97–$297/month — priced and billed by usage, not by us.
Try GoHighLevel free for 30 days — most trials only give you 14.