BoomTown vs Lofty: Which Real Estate CRM Fits in 2027

Start here: BoomTown is being folded into BoldTrail

The search assumes two standalone products, and for BoomTown that assumption no longer holds. Inside Real Estate acquired BoomTown in 2023, and BoldTrail's own page now says "The standalone BoomTown platform is being phased out," according to BoldTrail (April 9, 2026). That page also says BoomTown users are being transitioned to BoldTrail, with timing set account by account, so a new BoomTown contract can end in a migration you do not schedule.

Earlier coverage described a different situation, which is why the dates matter. According to Real Estate News (June 24, 2024), "The BoomTown platform remains a standalone product." Another 2024 report said that "The Inside Real Estate suite of products will fold into BoldTrail," according to RISMedia (June 20, 2024). The 2026 vendor page supersedes the 2024 statements, so plan around that page rather than the older coverage.

Lofty is in a different position. According to Inman (April 3, 2026), Lofty is the former Chime Technologies, headquartered in Phoenix, and it presents its tools as products of its own platform. We found no equivalent merger or migration notice for Lofty in the sources we opened.

For a buyer in November 2026, the decision is less about feature lists than about renewal risk. If you are not on BoomTown yet, the question is which product you can plan around through 2027. If you already run BoomTown, the question is whether you accept a BoldTrail migration on a date you do not control, or start evaluating alternatives now.

TL;DR: Neither vendor publishes a full price list. BoomTown is being phased into BoldTrail, which makes a new BoomTown contract a migration decision. Lofty is a standalone product with documented webhooks and a few published fees. Our recommendation is Lofty, unless you already run BoomTown and have a written migration date you can plan around.

Key Takeaways

• BoomTown is being phased out into BoldTrail, according to BoldTrail's own 2026 page. Treat any new BoomTown quote as a migration decision, not a stable product choice.

• Lofty publishes no plan prices. All four plans show "Request Pricing," but it does publish a $70 per month seller-lead landing page and a 20% seller-lead ad management fee.

• BoomTown publishes users per package (Launch 2, Core 5, Grow 10 or 25) but no prices on the pages we opened.

• Lofty documents its webhooks in detail, including typical delivery within 1 minute and up to 9 retry attempts within 48 hours.

• Our recommendation is Lofty for a new buyer. Choose BoomTown only if you already run it and hold a written migration date.

• Before you sign either one, get the quote, the add-on list, the fee basis, the renewal terms and the integration limits in writing.

How we evaluated these two tools

This is an informed buyer's guide built from vendor pages, vendor documentation and trade press. We did not run either product, and nothing here is a hands-on test. We weighted six criteria that a small team actually decides on, based on how much each one changes cost or risk. The weights are our judgment, not a market statistic. The facts in the tables come from the pages cited in the text, and the recommendation is our analysis.

What a real estate CRM must do, and what each vendor documents

A real estate CRM is software that stores your contacts, moves each lead through a pipeline, and triggers follow-up so no one has to re-enter data by hand. The table below sets out what each vendor documents on the pages we opened. "Not documented" means we could not find it on those pages, not that the vendor lacks it.

Two gaps matter. Lofty's grid marks most features as included on all four plans, but Single Sign-On and White Label each show a check for only one plan, and 1:1 onboarding shows for three, so ask which plan includes each. BoomTown's Advance and btPRO packages appear on its site with no feature detail, so you cannot compare them from public pages.

What each vendor charges, and what it leaves out

Pricing checked November 13, 2026. Neither vendor publishes a full price list on the pages we opened, so every item without a published figure is marked Quote-based.

Lofty's seller-lead ad management fee is Lofty seller-lead ad management fee: 20% according to Lofty (2026), and the same page lists a $70 per month Home Evaluation Page, which it requires for seller lead generation without an IDX site, plus a 15% ad management fee on branding ads that requires the CRM Professional Plan or above. The page says its pricing "varies based on your choice of platform package, seat count, optional upgrades and lead-gen programs." Add-ons such as Lead Gen Service, Power Dialer and additional text packages are all shown as Request Pricing.

BoomTown's product comparison page lists users per package but no prices. Launch includes 2 users, Core 5, and Grow 10 or 25, according to BoomTown (2026). The page's only pricing path is a sales phone line.

Third-party sites publish price estimates for both vendors. We did not use them, because the figures there do not come from the vendors' own pages.

The Lofty figures in this table come from the pricing page cited above. Its 20% fee does not say what it is calculated on, so treat that as an open question for the quote.

Automation and integrations: where the real differences sit

Integrations are where these two products diverge most, and they are the part of the decision you cannot judge from a brochure. Lofty's developer documentation describes webhooks as HTTP POST calls to your own HTTPS endpoint. Delivery is typically within 1 minute of the change, and failed deliveries are retried. Lofty webhook retries: 9 attempts within 48 hours according to Lofty Developers (2026). After 48 hours an undelivered event is discarded. Your endpoint must return a 2xx response, so process events in a background job, and deduplicate on the Lofty-Webhook-Id header, which stays the same across retries. The same page does not document a signature scheme for confirming that a delivery came from Lofty, so ask Lofty for that before you build.

Lofty's October 2026 changelog entries change how routing code should be written. A lead sent with an optional pondId through POST /v1.0/leads skips routing rules and goes into the pond. An update through PUT /v1.0/leads/{leadId} now defaults deduplicate to false, so it no longer merges into an email duplicate unless you pass deduplicate=true. Read the Lofty 2026 changelog before writing routing logic.

BoomTown's integration picture is narrower in the sources we could open. Its packages list Zapier and API Nation at Launch, add Google Calendar at Core, and offer all integrations at Grow. BoomTown's own help article, dated October 4, 2023, says that Zaps can create leads but that there is currently no way to append information to an existing lead's profile, and a lead whose email already exists in the account will not send. That article is more than three years old, so ask BoomTown to confirm both points in writing. We did not find a current, official BoomTown API reference in this review.

Worked example (illustrative, not a quote): suppose a team wants seller leads through Lofty without an IDX site for 12 months. The Home Evaluation Page at $70 per month comes to 840 dollars a year before any ad fee. If the 20% fee applies to ad spend, every one dollar of spend adds 20 cents, so a 1,000 dollar monthly budget would add 200 dollars of fee each month. The page does not say what the fee is based on, so confirm that before you budget. On the integration side, a lead pushed in with POST /v1.0/leads and a pondId skips routing rules, so the team has to decide whether that lead goes straight to an agent or to a review queue first.

BoomTown: best fit, limits and implementation

Vendor facts: BoomTown sells five packages, Launch, Core, Grow, Advance and btPRO. Its comparison page gives feature detail for Launch, Core and Grow only. Those three share an IDX site with agent subdomains, the NOW mobile app, Hot Sheet, smart-drip plans, lead routing and a Seller Lead Suite. Grow package: 10 or 25 users included according to BoomTown (2026). The page shows no prices.

Our read: BoomTown fits a team that already runs it and has a confirmed migration date, or a team that values a published per-package seat structure. Its limits are a product being phased out, no public prices, Zapier restrictions documented in a 2023 article, and no current developer reference that we could verify. Implementation starts with a written request to Inside Real Estate for your account's migration timeline, a list of what carries over, and confirmation that routing rules and drip sequences move intact. BoldTrail's page says the migration is "designed to preserve your data and core workflows." That is a statement of intent, not a guarantee, and the same page warns that teams with deep custom workflows will face a learning curve.

Lofty: best fit, limits and implementation

Vendor facts: Lofty sells four plans, Agent, Team, Broker and Enterprise, all on Request Pricing. Its grid marks AI-powered CRM, AI lead scoring, advanced lead routing, team management and custom AI agents as included on most plans. Lofty is the former Chime Technologies, according to Inman (April 3, 2026). The same Inman report describes Homeowner Agent, which watches CRM contacts for selling signals and pauses automated outreach once a homeowner asks for a CMA, valuation, cash offer or appointment, so a person takes over at that point. In July 2026 Lofty expanded its AOS operating system and launched Lofty Cowork, a chat-style workspace that ranks each day's tasks and can act on them, according to RISMedia (July 28, 2026).

Our read: Lofty fits a team that wants a standalone platform for 2027 with AI contact and seller-lead features and a documented webhook system. Its limits are an opaque price until you get a quote, add-ons that each carry their own charge, an unstated fee basis, plan-specific features such as SSO and White Label, and AI features that are new in 2026. Implementation means asking for an itemized quote by plan, seat count, add-on and lead program. Confirm which plan includes SSO, get the webhook signature method in writing, and ask whether a sandbox or trial account exists before you build against the API.

Zapier, Make, n8n or a managed workflow

Building this yourself is a fair alternative, and for many teams it is the real choice. Zapier, Make and n8n can support run histories, retries, error branches and audit evidence when you configure them. What you still own is the design: idempotency, so a retried event does not create a second lead; escalation when a step fails; access controls on API keys; and maintenance as either vendor changes an endpoint. Lofty's retries and dedupe header protect the delivery path, but they do not decide what your business logic does with a lead.

A proposed, configurable design from US Tech Automations for Lofty would run as follows. The trigger is a Lead Info or Pipeline Change webhook from Lofty reaching an HTTPS endpoint you control. The endpoint returns a 2xx response immediately, stores the event keyed by Lofty-Webhook-Id, and processes it in a background job ordered by updateTime. The output is a task for the assigned agent and an audit row that records the event ID, the retry count and the routing decision. Prerequisites are an API account with webhook permission, a subscription created through the webhook endpoint, and a decision on permissionMode. Human review points are a manager who approves any change that sends leads through a pond, since a pondId skips routing rules, and an agent who approves any text or call the design queues.

For a BoomTown move, the proposed workflow would run as a scheduled export rather than a live trigger. The trigger is a weekly export of leads from BoomTown, if your account has export access. The action matches each record to the destination by email and flags collisions, because a Zap fails when an email already exists. The output is an exception list of leads with duplicate emails, missing stages or unmapped sources, each with a one-line reason. US Tech Automations would configure the matching rules, but the prerequisites are a written export confirmation from Inside Real Estate and an agreed field map. A staff member should decide every duplicate before anything is written to the new system.

Who this is for

Choose Lofty if you want a standalone platform for 2027, plan to use its webhooks or API, and will sign only after an itemized quote. Choose BoomTown only if you already run it and have a migration date in writing, or if you are comparing BoldTrail and need to know what BoomTown's packages included. If your main need is a simple lead inbox, neither product is the cheapest route to learn.

Red flags: a BoomTown renewal with no written migration date; a Lofty quote that does not list seat count, add-ons and fee basis separately; any plan that depends on a webhook signature check the vendor will not document.

Common mistakes when comparing these two

• Comparing feature lists and skipping the renewal date, which matters more for BoomTown than any feature.

• Treating the 2024 "remains a standalone product" statement as current.

• Assuming a Zap can update an existing BoomTown lead. BoomTown's 2023 help article says it cannot.

• Ignoring add-ons. Lofty's texting, dialer and lead programs all show Request Pricing.

• Reading the lead volumes Lofty estimates as guarantees. Its pricing page says it does not guarantee results.

Decision checklist

• Get BoomTown's migration date in writing, or confirm in writing that your account is not affected.

• Request a Lofty quote itemized by plan, seat count, add-ons and lead programs.

• Confirm what the 20% ad management fee is calculated on.

• Confirm which Lofty plan includes Single Sign-On and White Label.

• Confirm the webhook signature method and whether deduplication is your responsibility.

• Confirm export or API access for every system you need to keep.

• Name the person who reviews routed leads and who owns the automation after launch.

Where a simpler choice wins

When NOT to use US Tech Automations: a solo agent who only needs a built-in drip plan and a phone line does not need a custom workflow, and the vendor's native features will cost less time to set up. A team that has already committed to BoldTrail and wants its native smart campaigns should start there, because the BoomTown question no longer applies. A brokerage that needs only lead capture with no routing rules can keep a simple form-to-CRM Zap until volume justifies more.

Questions buyers ask before signing

Is BoomTown still a separate product?

Not on the evidence we found. BoldTrail's own 2026 page says the standalone platform is being phased out, and it sets migration timing account by account.

Does Lofty publish its prices?

Not for its plans. All four show "Request Pricing," although the pricing page does publish a few fees, including a $70 per month Home Evaluation Page and a 20% seller-lead ad management fee.

Can Zapier connect to Lofty or BoomTown?

For BoomTown, Zaps can create leads but cannot append to an existing lead's profile, according to its 2023 help article. For Lofty, we did not verify a Zapier connector; Lofty documents webhooks and a REST API as the supported route.

What does Lofty's Homeowner Agent do without a person?

It watches contacts for selling signals and sends homeowner reports. When a homeowner takes one of those direct steps, it pauses outreach and hands the contact to an agent.

What should I get in writing before I sign?

Get the BoomTown migration date or Lofty's itemized quote, the fee basis, the plan that includes SSO, the webhook signature method, export rights, and the renewal and cancellation terms.

Make the call before your renewal date

If you are not already on BoomTown, start with Lofty. Its product is standalone, its webhooks are documented, and its published fees give you something to check against a quote. If you already run BoomTown, do not wait for the rename to force the decision. Request the migration timeline now and compare the BoldTrail path against Lofty on the same sheet. Either way, the most useful next step is a written list of routing rules, fee bases and integration limits that you can test against each vendor's answers. For a practical look at how that design could be configured, see how US Tech Automations configures this.