Follow Up Boss

Follow Up Boss (followupboss.com) is a CRM and lead management platform purpose-built for real estate agents, teams, and brokerages. It connects to virtually any lead source and website, centralises incoming leads, and automates follow-up through Action Plans — structured sequences of calls, texts, and emails triggered automatically based on lead behaviour and agent assignment rules. The platform integrates calling and texting natively (with an add-on for the Grow plan), syncs calendars and email accounts, and provides reporting on agent and lead source performance. In 2026, Follow Up Boss expanded its AI feature set to include smart summaries of lead interactions, AI-generated message suggestions, AI-recommended tasks, and predictive lead prioritisation — surfacing the contacts most likely to convert based on engagement signals. These AI features are included across all plans, with the Calling feature recommended for optimal AI results on the Grow plan.

Follow Up Boss operates on a per-user model for the Grow plan and a flat-team model for Pro (10 users included) and Platform (30 users included), with additional users available at a per-seat rate. The Pro plan adds unlimited calling and texting for all users, team inboxes, call reporting, enhanced support and training, and personalised onboarding — making it the natural step up for growing teams standardising on a shared communication platform. The Platform plan layers in teams-within-teams organisational structures, enhanced onboarding, a dedicated success manager, and priority support for large brokerages managing multiple sub-teams.

How Follow Up Boss Works

Agents connect their lead sources — Zillow, Realtor.com, Facebook Lead Ads, website forms, and dozens more — and Follow Up Boss automatically imports and assigns incoming leads according to distribution rules. Action Plans immediately trigger a sequence of follow-up tasks: a text within the first minute, a call reminder, a personal email, and ongoing nurture touchpoints over days and weeks. Smart Lists organise the database into dynamic segments — hot leads, past clients, sphere of influence — keeping the most important contacts visible. AI smart summaries condense every interaction in a contact record into a quick briefing, and AI message suggestions draft personalised outreach based on the lead's history. Agents complete their daily tasks from the Follow Up Boss mobile app or desktop interface.

Key Features

• AI smart summaries — instant briefings condensing all interactions in a contact record so agents can resume conversations without reviewing the full history
• AI smart messages — AI-generated personalised message drafts based on each lead's engagement history and context
• Predictive lead prioritisation — AI scoring that surfaces the leads most likely to convert based on behaviour and engagement signals
• AI suggested tasks — automated next-step recommendations to keep agents on track with each lead relationship
• Action Plans — automated multi-channel follow-up sequences (call, text, email) triggered by lead events and assignment rules
• Smart Lists — dynamic contact segments that automatically organise the database by lead status, engagement, and custom criteria
• Lead source integrations — connects to any lead source and website, centralising all incoming prospects in one dashboard
• Calling and texting — native call and text from the Follow Up Boss interface; unlimited on Pro and Platform; add-on for Grow ($39/user/month)
• Calendar and email sync — two-way sync with Gmail, Outlook, and calendar apps
• Agent and lead source reporting — performance dashboards tracking conversion rates, response times, and pipeline value by agent and source

Follow Up Boss Pricing

• Grow — $69/user/month (or $58/user/month billed annually) — Connect any lead source, customise lead distribution, Smart Lists, Action Plans, call/text/email from FUB, calendar and email sync, agent and lead source reporting, mobile app, and AI features. Calling add-on available at $39/user/month. Additional users at the per-user rate.
• Pro — $499/month (includes 10 users; or $416/month billed annually) — Everything in Grow plus unlimited calling and texting for all users, team inboxes, call reporting, enhanced support and training, personalised onboarding, and AI features including smart summaries, smart messages, suggested tasks, and predictive lead prioritisation. Additional users at $49/month each.
• Platform — $1,000/month (includes 30 users; or $833/month billed annually) — Everything in Pro plus teams within teams, enhanced onboarding, a dedicated success manager, priority support, and full AI feature access. Additional users at $20/month each.

No permanent free plan. Free trial available. Tax may apply. Always verify current rates at followupboss.com/pricing.

Who Should Use Follow Up Boss?

Follow Up Boss is purpose-built for real estate professionals and is not a general-purpose CRM. Individual agents and small teams on the Grow plan benefit from lead centralisation, automated Action Plans, and the AI follow-up features at a per-user cost. The Pro plan is well-suited to growing teams of 5–15 agents standardising on shared inboxes, calling infrastructure, and coaching tools. Platform targets large brokerages and team-of-teams structures that need organisational hierarchy, a dedicated success manager, and priority support. The AI predictive lead prioritisation and smart messaging features add meaningful value as a team's database grows and manual triage becomes impractical. Real estate professionals looking for a CRM without a real-estate-specific focus, or those needing marketing automation beyond follow-up sequences, may want to evaluate broader CRM platforms.

Frequently Asked Questions