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| Starting price | Grow: $58 per user/month billed annually ($69 monthly). Calling is an add-on at $33 per user ($39 monthly) |
|---|---|
| Free plan | No. 14-day free trial, no credit card, no contract |
| Upper tiers | Pro: $416/month annual ($499 monthly) for 10 users, calling included · Platform: $833/month annual ($1,000 monthly) for 30 users |
| Owner | Part of Zillow Group |
| Best for | Real estate teams of 5 to 30+ agents that buy online leads, and brokerages that need routing rules |
| Not ideal for | Solo agents who work referrals, or anyone who wants a website and CRM in one bill |
| Standout feature | Lead routing by rule (round robin, first to claim, ZIP code, price) with lead ponds for leads that go quiet |
| Biggest drawback | On Grow, calling costs extra and pushes a seat to $91 a month on annual billing |
Follow Up Boss is a real estate CRM that is now part of Zillow Group. It costs $58 per user per month on the Grow plan billed annually ($69 monthly), $416 a month for 10 users on Pro, or $833 a month for 30 users on Platform, with a 14-day free trial and no free plan. It is the right buy for teams that pay for online leads; solo referral agents can spend less elsewhere.
Follow Up Boss Review: Our Take
Follow Up Boss does one job better than any general CRM we cover. It turns a stream of paid leads into a routed, worked pipeline without a team lead having to watch the inbox. A new Zillow or website lead arrives, a rule picks the agent, the agent gets an alert, and the follow-up starts. If the lead goes cold, it can drop into a shared pond where any agent can pick it up.
The cost is the trade-off. At $58 a seat on annual billing it costs about four times what a general CRM such as HubSpot or Pipedrive charges for its entry plan. On Grow, calling is another $33 per user. There is no free plan. For a team that already spends thousands a month on leads, that is a fair price for not losing them. For a solo agent working past clients, it is more system than the job needs, and Follow Up Boss says as much itself: its own FAQ says it is not for anyone generating fewer than 30 leads a month.
Bottom line: if your team buys leads and needs them routed and followed up fast, Follow Up Boss is the most focused tool for that job. Price Pro, not Grow, once you have five agents who all need calling. If you are solo, read our real estate CRM guide for cheaper options first.
What Is Follow Up Boss?
Follow Up Boss (often shortened to FUB) is a CRM made only for real estate agents, teams and brokerages. It has no website builder and does not generate leads. Its job starts the moment a lead exists: it pulls leads in from more than 200 sources, assigns them, and gives agents the calling, texting, email and task tools to convert them. It also tracks deals through to closing and reports on which agents and which lead sources are paying off.
The product rests on three ideas: one inbox for every lead source, routing rules that reach the right agent in seconds, and accountability, so a team lead can see who called and who let a lead sit.
Is Follow Up Boss owned by Zillow?
Yes. Follow Up Boss is now part of Zillow Group, and its own About page says so. It still works as an open platform: the vendor says it plugs into the website, lead generation and marketing tools you choose, not only Zillow's, and its pricing page lists unlimited lead sources and integrations on every plan. If you buy leads from Zillow's competitors, nothing in the product blocks that. Some teams still prefer a CRM that is independent of their biggest lead vendor; weigh that before you commit your database.
Who Follow Up Boss Is a Good Fit for
A Good Fit If...
- You run a team of five or more agents and buy leads from Zillow, Realtor.com, Facebook or Google ads
- You need rules that send each lead to the right agent by area, price point or listing
- You want a team lead to see response times, calls and texts per agent without asking for updates
- You already have an IDX website or lead vendor and want a CRM that sits on top of it
- You want phone and email support seven days a week, which every plan includes
Consider Another Option If...
- You are a solo agent working referrals and your sphere; $58 to $91 a month buys routing you will not use (see the solo picks in our best CRM for real estate guide)
- You want a website, IDX search and CRM bundled into one bill
- You want to start on a free plan; HubSpot is free for two users
- You need transaction checklists and client portals more than lead routing
- You sell something other than real estate; a general CRM such as Pipedrive fits better
Pricing and Plans: What Follow Up Boss Actually Costs
Follow Up Boss publishes its prices on followupboss.com. Annual billing gives you two months free. All plans include a 14-day trial with no credit card, no contract, unlimited contacts and lead sources, the mobile apps, AI features at no extra charge and phone and email support seven days a week. Prices below are USD and were checked on the vendor's pricing page in November 2026.
| Plan | Annual billing | Monthly billing | Users included | Extra users | Calling |
|---|---|---|---|---|---|
| Grow | $58 per user | $69 per user | Per user | Same per-user price | Add-on: $33 per user ($39 monthly) |
| Pro | $416/month | $499/month | 10 | $41/month each ($49 monthly) | Unlimited calling and texting for all users |
| Platform | $833/month | $1,000/month | 30 | $17/month each ($20 monthly) | Included, as on Pro |
Pro adds team inboxes, call reporting, shared ring groups, enhanced training and personalized onboarding, including help importing contacts and connecting lead sources. Platform adds teams within teams, enhanced onboarding and priority support. Taxes apply where applicable.
What a Real Bill Looks Like
Most teams want calling, because a lead that gets a call in the first few minutes is the point of the product. So these bills include it. The arithmetic is shown once for each.
| Team size | Grow, no calling | Grow + calling | Pro (calling included) | Cheapest with calling |
|---|---|---|---|---|
| 1 agent | $58 | $58 + $33 = $91 | $416 | Grow: $91/month |
| 5 agents | 5 × $58 = $290 | 5 × $91 = $455 | $416 | Pro: $416/month |
| 10 agents | 10 × $58 = $580 | 10 × $91 = $910 | $416 | Pro: $416/month |
Annual billing. On monthly billing the same rows are $69 / $108 / $499 for 1 agent, $345 / $540 / $499 for 5 agents, and $690 / $1,080 / $499 for 10 agents.
The table hides the most useful fact on the price list. Once five people need calling, Pro is cheaper than Grow. Five Grow seats with calling cost $455 a month on annual billing; Pro costs $416 and covers up to ten users, with unlimited calling and texting, team inboxes and onboarding help on top. Without calling, the crossover comes at eight agents (8 × $58 = $464, more than $416).
At the top end, Pro keeps adding $41 per user after ten. Twenty users on Pro cost $416 + (10 × $41) = $826 a month. At 21 users Pro reaches $867, which is more than Platform's $833 for 30 users. So a team of 21 or more should be on Platform, where the 30th seat works out to under $28 each.
Which Plan Should You Actually Buy?
Grow is for a solo agent or a pair who want routing and follow-up and can live without the built-in dialer, or who will add calling for one or two people. Pro is the right plan for almost every team from five to twenty agents, because calling, team inboxes and onboarding are included. Platform is for brokerages and mega-teams of 21 or more that need sub-teams with their own leaders.
Watch out for: comparing Grow's $58 against a cheaper CRM without adding the $33 calling add-on, and buying Grow seats for a team that has already passed the Pro crossover. Also budget for the leads themselves: Follow Up Boss is the CRM, not the lead source. For a wider view of what CRMs really cost, see our CRM cost breakdown.
Key Features and How They Work
Lead Routing
This is the core of the product. Leads from more than 200 sources arrive in one place, usually by changing the notification email on each lead vendor to a unique Follow Up Boss address. You then choose how they are shared out. Round robin deals leads one by one in a fixed cycle so every agent gets an equal share. First to claim alerts several agents at once and gives the lead to whoever responds first. Rules can also send leads by ZIP code or town, send a listing inquiry to the listing agent, or give senior agents the high-priced leads. Each rule can also attach a lender and an action plan, so follow-up starts the moment the lead lands.
Lead Ponds
Leads that go quiet do not have to sit with an agent who has stopped working them. You can move inactive leads into a pond, create several ponds for different lead types, and choose which agents can fish from each one. For a team that pays per lead, this is where a lot of the return on old leads comes from.
Automations and Action Plans
Automations watch for a trigger, such as a new lead arriving or an old lead showing fresh activity, and then take the next step: send an email, create a task, update a field, notify a teammate or reassign the lead. Action plans, the scheduled email and task sequences Follow Up Boss has long been known for, are now part of the same Automations builder. One limit is worth knowing. Automations send email, not drip texts. You can send an automatic first text to every new lead, but after that, texting is done by agents from the record.
Calling and Texting
Agents can call and text from the web app and the mobile apps, with each call logged automatically, recorded if you choose, and transferable to a teammate. Each agent can have their own number, and a company number can receive calls and texts for the team. On Grow this is the paid calling add-on. On Pro and Platform it is unlimited for everyone, along with shared inboxes, ring groups and call reporting.
Smart Lists and Daily Work
Smart Lists are saved filters that tell an agent who to contact today, such as new leads not yet called or past clients due a check-in. With the daily hotsheet and calendar sync, they turn the database into a call list each morning.
Reporting
Reports cover new leads, calls, emails, texts, appointments and tasks, broken down by lead source and by agent. A team lead can see which sources produce appointments and which agents respond fastest.
AI Features
Smart summaries, suggested tasks, AI-drafted messages and predictive lead prioritization come at no extra charge. The vendor notes that many of them rely on data from its calling feature, so a Grow team without the calling add-on gets less from them.
Ease of Use and Setup
Follow Up Boss scores 4.4 here. Connecting a lead source is quick, because most vendors simply email new leads to the address Follow Up Boss gives you; the vendor says each one takes under ten minutes. The agent's day is simple too: a lead list, a Smart List of who to call, and one-click call or text buttons. The real setup work is deciding how your team shares leads. Writing routing rules, ponds and automations that match how you pay agents takes a few hours of planning, and Pro's personalized onboarding helps here. Migrating from another CRM is supported, with import help on Pro and Platform; our CRM data migration guide covers the steps.
Integrations and API
Follow Up Boss lists more than 250 integrations and over 200 lead sources. The pricing page names IDX websites, Zapier, Mailchimp, Gmail and Google apps, Microsoft and Office 365, Facebook Lead Ads and BombBomb, and portal sources such as Zillow and Realtor.com feed in directly. There is an open API and a tracking pixel for your own website. The list is narrower than HubSpot's marketplace for general business tools, but deeper for real estate, which is what a team buys it for.
Support and Customer Service
Every plan includes phone and email support seven days a week, from 8 am to 8 pm Eastern. Pro adds enhanced support and training plus personalized onboarding; Platform adds enhanced onboarding and priority support. There is also a private Facebook community, daily training sessions and a help center.
Pros and Cons
What We Like
- Lead routing by round robin, first to claim, ZIP code, price or listing
- Lead ponds give expensive old leads a second chance
- Pro includes unlimited calling and texting for up to 10 users at $416
- Clear accountability reporting by agent and lead source
- Phone and email support seven days a week on every plan
- No contracts and a 14-day trial with no card
What Could Be Better
- Grow costs about four times a general CRM's entry plan
- Calling on Grow is a $33-per-user add-on
- No free plan
- Automations send email, not drip texts
- No website or IDX search included
- Overkill for a solo agent with fewer than 30 leads a month
Our real estate guide ranks Follow Up Boss against the team, solo and all-in-one options, with prices at your team size.
How Follow Up Boss Compares with Other Options
| Tool | Starting price | Free plan / trial | Choose it over Follow Up Boss when… |
|---|---|---|---|
| Wise Agent | $49/month flat ($499/year) | 14-day trial | You are solo or a small team that wants one flat bill and transaction checklists |
| HubSpot CRM | Free; low-cost Starter plan | Free for 2 users | You work referrals and want to start free |
| Pipedrive | $14/user (Lite) | 14-day trial | You want a simple pipeline and do not need real estate lead routing |
| Real Geeks | $399/month + $500 setup | — | You want a lead-generation website bundled with the CRM |
Annual billing where offered. Wise Agent and Real Geeks prices from their own pricing pages, checked November 2026.
Follow Up Boss vs Wise Agent is the choice most small teams face. Wise Agent costs $49 a month for an account that covers up to five team members on a shared login, and it adds transaction checklists, client portals and landing pages. Follow Up Boss costs more per person but routes leads by rule and gives each agent calling, texting and their own activity record. If you are solo or a small team working your sphere, Wise Agent is the cheaper start. If you buy leads and run a team, Follow Up Boss earns its price. Our Follow Up Boss vs Wise Agent comparison prices both at 1, 4 and 10 agents.
For the full ranked list, with team and solo picks, see our best CRM for real estate guide. If you are weighing a general CRM instead, our best CRM for small business ranking covers HubSpot, Pipedrive and Zoho CRM.
Frequently Asked Questions
Is Follow Up Boss owned by Zillow?
Yes. Follow Up Boss is part of Zillow Group, as its own About page states. It still connects to more than 200 lead sources and to websites and tools from other vendors, and every plan includes unlimited lead sources and integrations, so you are not limited to Zillow leads.
How much does Follow Up Boss cost?
Grow is $58 per user per month billed annually or $69 monthly, with calling $33 per user extra. Pro is $416 a month annually ($499 monthly) for 10 users with calling included. Platform is $833 a month annually ($1,000 monthly) for 30 users. Prices checked November 2026.
Is there a free version of Follow Up Boss?
No. There is no free plan. Every plan has a 14-day free trial with no credit card and no contract, and you can cancel at any time. After the trial you need a paid plan, starting at $58 per user per month on annual billing.
Is Follow Up Boss worth it for a solo agent?
Usually not. Its routing and team tools solve problems a solo agent does not have, and Follow Up Boss itself says it is not for anyone generating fewer than 30 leads a month. A solo agent who buys leads may still find Grow worth $58 to $91 a month; one who works referrals can spend far less.
Which is better, Wise Agent or Follow Up Boss?
Follow Up Boss is better for teams that buy online leads and need routing, calling and accountability. Wise Agent is better for solo agents and small teams that want one flat $49 monthly bill covering up to five team members, plus transaction checklists. Pick on how many leads you buy, not on features alone.
How does Follow Up Boss work?
You point each lead source at a unique Follow Up Boss email address or connect it by integration. New leads land in one database, a routing rule assigns each to an agent, and automations send emails and create tasks. Agents call and text from the record, and managers track response and conversion by agent and source.
Our Final Take
Follow Up Boss earns its 4.4 by staying narrow and doing that job thoroughly: leads routed in seconds, ponds for the ones that go quiet, calling and texting from the record, and reporting that shows a team lead exactly where leads are won and lost. It is expensive per seat on Grow, and calling costs extra there, but Pro at $416 for ten users with unlimited calling is good value for a team of five or more. Solo agents working referrals should start with something cheaper.
Decision rule: if you spend money on leads every month and have more than one agent, trial Follow Up Boss on Pro. If you do not buy leads, compare the solo options in our real estate CRM guide first.