Lofty Pricing (2026): Reported Costs, Setup Fees, and the 20% Ad Fee Math

Lofty does not publish a single price. Open Lofty’s price-packages page today and you will find four plan columns, Agent, Team, Broker, and Enterprise, every one of them stamped “Request Pricing.” We checked on July 16, 2026, and there is not one dollar figure on the page. That leaves buyers doing budget math from third-party estimates and competitor conquest pages, which is a bad way to plan a five-figure annual spend.

So we did the totaling for you. This page pulls every reported Lofty number we could find, labels each one as official or reported with its source and date, and runs the worked example nobody else publishes: what Core plus Lofty-managed ads plus the AI Sales Agent actually costs once the 20% ad management fee lands on the invoice.

One thing this page is not: a feature review. If you are weighing Lofty against a lead-gen layer like Ylopo, read our Lofty vs Ylopo breakdown. If you are comparing it against an open-ecosystem CRM, that is Lofty vs Follow Up Boss. This page is fee math only.

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Quick disambiguation: Lofty is not lofty.ai

Before the math: Lofty at lofty.com is the real estate CRM and marketing platform, the company formerly known as Chime (rebranded November 2023, per Lofty’s own chimetolofty page). Lofty.ai is a completely unrelated fractional real estate investing app that sells tokenized shares of rental properties. If you were researching the investing app, this is not your page. Everything below concerns the CRM.

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Lofty pricing at a glance: every reported figure, labeled

Here is the full fee picture. The “Status” column is the point of this table: almost nothing here is official, and you should negotiate accordingly.

Line item	Reported cost	Status	Source and date
Core plan	~$449/mo	Reported	Luxury Presence, May 21, 2026
Premier plan	~$700/mo	Reported	Luxury Presence, May 2026
Enterprise plan	~$1,500/mo	Reported	Luxury Presence, May 2026
Seat-based tiers	$449 (3 users) / $649 (10) / $899 (20)	Reported	Third-party estimates, 2026
Setup fee	$299 to $1,499 (one estimate); $500 to $2,000 (another)	Reported, sources conflict	Luxury Presence May 2026; second third-party snippet
AI Sales Agent add-on	From $60/mo (200 leads), +$30/mo per extra 100	Reported, attributed to Lofty help center	Via Luxury Presence, May 2026
Ad management fee	20% of lead-gen ad spend; $150/mo flat under $750; 15% on branding ads	Reported, attributed to Lofty help center	Via Luxury Presence, May 2026
Home Evaluation Page	$70/mo	Reported	Third-party, 2026
Real Brokerage agent rate	$50/mo individual account	Official from Real’s side	support.therealbrokerage.com
Plan tiers on lofty.com	All four say “Request Pricing”	Official	lofty.com/price-packages, July 16, 2026
Contract minimums	Not disclosed anywhere	Unknown	Nothing published as of July 2026

Why so little official data? Lofty sells through a demo-and-quote motion, and its help center actively blocks automated access, so even the fee figures attributed to Lofty’s own documentation reach the public secondhand. We attempted to verify the ad-fee and AI Sales Agent pages directly at draft time and got locked out, which is why those rows carry the “attributed to help center” label rather than an official one.

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What you are actually buying

Lofty is an all-in-one platform: CRM, IDX website, lead generation, and marketing automation in a single subscription. The rebrand history matters for pricing research, because most of the archived pricing chatter you will find is filed under the old Chime name. Chime became Lofty in November 2023 (official), the company acquired Firepoint CRM in August 2024 (reported), and it operates as a subsidiary of Moatable Inc., listed on NYSE as MTBL (reported).

The 2026 pricing story is increasingly an AI story. Lofty’s official pricing page lists an AI suite across its tiers: AI Copilot (confirmed included on all four plan columns as of July 16, 2026), the Sales Agent virtual ISA that works leads 24/7, the Social Agent for automated social posting, and the newest addition, Homeowner Agent. We confirmed on lofty.com/news that Homeowner Agent launched April 1, 2026, pitched as turning your database into “an always-on seller pipeline.” What Lofty has not published anywhere, as of this writing, is what Homeowner Agent costs. If seller-intent AI is why you are calling Lofty, make that line item your first pricing question, because no third party has a number yet.

For what those AI agents actually do in practice, and whether a virtual ISA fits your follow-up workflow, see our AI ISA tools roundup. Here we only care what they add to the bill.

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The plan estimates, and how much to trust them

Two different reported tier structures circulate in 2026, and they do not quite line up:

Structure one (Luxury Presence, May 2026): Core around $449 per month, Premier around $700, Enterprise around $1,500.

Structure two (other third-party reporting, 2026): seat-count tiers at $449 for up to 3 users, $649 for up to 10, and $899 for up to 20.

Both start at the same $449 anchor, which gives us reasonable confidence that a small-team entry point lands in the mid-$400s. Above that, treat the numbers as a range, not a rate card. Quotes reportedly move with team size, lead-gen commitments, and which AI agents you switch on, which is exactly why Lofty wants you on a call before you see a number.

The setup fee conflict

The onboarding fee is the murkiest number in the whole stack. One May 2026 estimate puts setup at $299 to $1,499 depending on plan. Another circulating snippet says $500 to $2,000. Those ranges overlap but clearly conflict at both ends, and Lofty publishes nothing official. Our advice: model $1,500 in your first-year budget, then treat anything the rep quotes below that as a small win. Setup fees are also the single most waivable line item in CRM sales, especially at quarter end. Ask.

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The 20% ad fee: the math nobody totals up

Here is the worked example this page exists for. The fee figures below are reported, attributed to Lofty’s help center via a May 2026 third-party writeup; Lofty’s help center blocks outside verification, so confirm each one on your call.

The reported structure: Lofty charges a 20% service fee on lead generation ad spend it manages for you, a flat $150 per month when your ad budget is under $750, and 15% on branding ads.

Now stack a realistic setup, a small team on Core running $1,000 per month in Lofty-managed lead-gen ads with the AI Sales Agent handling inbound:

• Core plan: ~$449/mo (reported)
• Ad management fee: 20% of $1,000 = $200/mo (reported rate)
• AI Sales Agent: $60/mo at the 200-lead tier (reported)
• Platform subtotal: ~$709/mo before a single ad dollar
• The ad spend itself: $1,000/mo
• All-in monthly: ~$1,709

That is roughly $20,500 a year, plus setup, for a modest $1,000 ad budget. Scale the ads to $2,500 and the management fee alone grows to $500 per month, taking you past $3,450 all-in. The percentage structure means your Lofty bill rises automatically with your ad ambition, which is worth internalizing before the demo: the $449 headline number is the floor of this relationship, not the price of it.

Two smaller ad-side notes. First, the reported $150 flat fee under $750 budgets means very small advertisers pay an effective rate above 20% (at a $500 budget, $150 is 30%). If you are testing the waters with a few hundred dollars a month, the fee math punishes you; either commit past $750 or run your first campaigns elsewhere. Second, if you want Lofty’s Seller Lead Gen without buying its IDX website, reports indicate you need the $70 per month Home Evaluation Page as the landing infrastructure. Small line, easy to miss, add it to the model if you are a seller-lead shop keeping your existing site.

For context on how this all-in total compares with stacking a lead-gen specialist on a separate CRM, our Ylopo pricing breakdown runs the same exercise for the other architecture, and Follow Up Boss pricing covers the one major platform in this space that publishes every number.

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The $50 back door: Real Brokerage agents

One group gets Lofty at a tenth of the reported street price. Real Brokerage runs a partner deal offering individual agents a Lofty account at $50 per month, documented on Real’s own support site (official from Real’s side; Lofty does not advertise it). It is the individual-agent version, not a full team deployment with pooled lead routing, but if you are already at Real, or brokerage-shopping anyway, it turns a ~$449 decision into a $50 one. It is also useful leverage in a demo: Lofty’s marginal cost to serve one more agent is clearly nowhere near $449.

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Contract terms: the disclosure gap

Here is something we could not find anywhere, official or reported: Lofty’s contract minimums. Nothing published states whether plans are month-to-month, six-month, or annual commitments, what the cancellation notice period is, or whether setup fees are refundable. For a platform where the realistic all-in runs $1,700+ per month, that silence is a real budgeting risk. Before signing, get written answers on: minimum term, cancellation notice window, what happens to your Lofty-hosted website and its SEO if you leave, whether your contact database exports cleanly, and whether ad-account ownership stays with you. Platform lock-in is priced in months of exit friction, not just dollars.

And if the numbers on this page are what convinced you to look elsewhere, we sorted the credible exits by leaving reason in our guide to the best Lofty alternatives, from transparent-pricing CRMs to like-for-like all-in-ones.

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What to negotiate, in order

Based on the fee structure above, your leverage stack on a Lofty call looks like this:

1. Setup fee waiver. The most commonly discounted item in CRM sales, and the reported range ($299 to $2,000) suggests wide rep discretion.
2. Ad management fee on committed spend. If you are bringing $2,000+ per month in ad budget, ask for the 20% to come down; percentage fees on guaranteed volume are negotiable everywhere in this industry.
3. AI add-on bundling. Homeowner Agent has no public price at all, which means the rep has room. Ask for it bundled into year one.
4. Month-to-month or a short initial term. Since minimums are undisclosed, anchor on the shortest commitment and make them justify longer.

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Verdict: budget for the stack, not the sticker

The honest summary of Lofty pricing in 2026: the reported ~$449 Core entry is real enough to plan around, but it describes maybe a quarter of what most teams will actually spend. The 20% ad management fee is the multiplier that turns a $449 platform into a $1,700+ monthly program, and the undisclosed setup fee and contract terms are where first-year surprises live. Model $1,700 to $3,500 all-in for a team running meaningful ad spend, get every reported figure on this page confirmed in writing, and use the Real Brokerage $50 deal or the published-pricing competitors as your negotiating anchors.

If the gated-pricing motion itself puts you off, you have transparent alternatives: see how the numbers compare in Lofty vs Follow Up Boss, or zoom out to the full landscape in our best AI tools for real estate agents pillar. And if you are deciding between consolidating on Lofty versus stacking a lead-gen layer on your current CRM, Lofty vs Ylopo frames that exact choice.