Chime CRM is a real estate customer relationship management platform for licensed agents, teams, and brokerages. The most useful fact about it in 2026 is that it is no longer called Chime: Chime Technologies rebranded as Lofty, Inc. on November 7, 2023, and chime.me now redirects to lofty.com. The product bundles an IDX website, a lead database, routing and nurture automation, transaction tracking, and paid lead generation from one vendor.
The name collision wastes search traffic, so settle it first. The Chime most Americans know is Chime Financial, Inc., the San Francisco fintech behind the fee-free checking app, which began trading on Nasdaq under the ticker CHYM in June 2025. Chime CRM is a Phoenix real estate software company now called Lofty, and it is unrelated to consumer banking.
This guide covers what the platform does, how its quote-only pricing works, where it holds up in production, and how it compares with the other real estate CRMs a US agent or brokerage would shortlist in 2026.
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Chime CRM Is Now Lofty: What the Rebrand Changed
Chime Technologies announced the name change on November 7, 2023, from Phoenix. It tied the shift to artificial intelligence, noting that it has shipped AI features since 2019, beginning with an AI Marketing Assistant, and saying it wanted the brand to match the product. The same week it released a rebuilt mobile app with chat groups, showing management, and listing management.
The vendor’s transition page is specific enough to be useful to anyone inheriting a Chime account. Accounts, usernames, passwords, API keys, integrations, and contract pricing were unaffected. Support moved from [email protected] to [email protected], and the mobile app rebranded through ordinary app-store updates rather than a reinstall.
Ownership is the part secondary sources get wrong. Lofty operates as a US subsidiary of Moatable, Inc. (NYSE: MTBL), formerly Renren Inc., whose portfolio page still lists Lofty alongside Trucker Path. Joe Chen, who led Renren, is chief executive. Documentation, forum threads, and older reviews still say Chime, so search both names when you evaluate the product.
Chime the Real Estate CRM vs Chime the Banking App
The two companies share a word and nothing else. Chime Financial is a consumer fintech: fee-free mobile banking through partner banks, early direct deposit, the SpotMe overdraft feature, and an employer product called Chime Workplace. It went public in June 2025 and sells to individuals.
Chime Technologies, now Lofty, sells software to people who hold a real estate license. Its objects are leads, listings, showings, and transactions, and its integrations are MLS feeds and broker systems. The only overlap is the string of letters.
That is why a search for “chime crm” almost always means the real estate platform: a consumer bank does not sell a CRM. If a page mentions IDX, Smart Plans, or lead routing, you are in the right place.
The Module Map: IDX, CRM, Marketing, and AI in One System
The vendor’s core argument is consolidation. A typical agent runs a website from one vendor, a CRM from a second, email from a third, and a transaction checklist in a spreadsheet. Lofty’s pitch is that one contact record should sit under all of it, so a website visitor, an ad click, and a past-client referral land in the same place and trigger the same automation.
The consequence: because one record carries marketing, communication, and transaction history, the platform can answer questions a stitched-together stack cannot, such as which ad source produced the clients who actually closed. The trade-off is that you adopt the vendor’s data model.
Lead Capture, Routing, and Speed to Lead
Capture happens in four places. The IDX website is the main one: property search, listing alerts, a home valuation tool, an AI chatbot, landing pages, and hyperlocal pages for neighborhoods and school districts. The vendor says the site draws on hundreds of MLS feeds updated every few minutes. Paid advertising covers Google Local Services Ads, social campaigns, and portal placements. Manual entry and CSV import are the other two.
Routing separates team plans from solo plans. An administrator writes rules that assign leads by geography, price band, source, or rotation, then watches response-time reporting by agent. That reporting is the real product.
Speed to lead is not a button. The platform supplies the rails: instant notification, mobile app, message templates, a Power Dialer add-on, and an AI Sales Agent marketed as a virtual assistant booking appointments around the clock. Whether a lead gets a call in five minutes depends on who is on duty and whether the team defined a service-level agreement. Offices buy the whole suite and still let portal leads age overnight.
Smart Plans and the Automation Engine
Smart Plans are multi-step workflows that move a contact through email, text, phone calls, and direct mail on a schedule. They are the mechanism behind most of what agents call drip. A plan can branch on behavior, so a visit to a valuation page pushes a contact down a different path than someone who went quiet.
The AI layer changes fastest, so verify current capabilities at quote time rather than trusting last year’s review. As of September 2026 the vendor markets several named agents: Cowork, which reads the CRM and writes results back; a Sales Agent for appointment setting; a Homeowner Agent that mines the database for likely sellers; a Social Agent for content; and custom agents.
Two implementation truths. AI output is only as good as the data underneath it, so a database full of missing lead sources and stale phone numbers will be worked confidently and wrongly. And automated texting at scale is regulated; without consent language and opt-out handling, the platform will send whatever you tell it to send.
Transactions, Reporting, and Back Office
Transaction management covers contract to close: checklists, document storage, e-signature connections, deadline reminders, and commission tracking. Third-party reviews report connections to dotloop and DocuSign, which matters because most agents already have a document workflow they will not abandon. A back-office module handles commission plans and broker financials.
Reporting is shaped like real estate. Forecasting works from agent performance and historical trends, and goals can be set by transaction volume, closings, gross commission income, or revenue. That is right for a brokerage and narrower than what a B2B software company expects. If you need cohort retention or multi-touch attribution modeling, plan to export. For pipeline mechanics that apply to any sales motion, see our guide to pipeline CRM design.
How Pricing Works: Quote-Only Plans and Reported Ranges
Lofty does not publish plan prices. The pricing page lists four plans, each behind a Request Pricing button, and the quote form asks for seat count, business type, features, and whether you want lead generation. That last field matters most, because lead packages and ad management separate the software bill from the total bill.
Some fees are published anyway. A Home Evaluation Page costs $70 per month if you buy seller lead generation without an IDX site. Ad management runs 20 percent on lead-generation campaigns and 15 percent on branding ads, with the branding rate tied to a CRM plan at or above what the page still calls Professional. Email beyond the monthly allowance is billed in blocks. That legacy naming is a small sign of how much packaging has shifted since the Chime days.
Third-party estimates disagree with each other. As of September 2026, commonly reported figures cluster near $449 per month at entry and rise toward $1,500 at the top tier, with setup fees reported between $299 and $1,499. Treat those as directional. The vendor does not confirm them, and lead-generation spend sits outside all of it.
| Lofty plan | Who the vendor positions it for | Published price | What changes across tiers |
|---|---|---|---|
| Lofty Agent | Solo agents and small teams | Not published, quote required | IDX website, AI CRM, Smart Plans, lead scoring |
| Lofty Team | Established teams | Not published, quote required | Adds lead routing, team management, reporting |
| Lofty Broker | Brokerages | Not published, quote required | Broker-level reporting and organization tools |
| Lofty Enterprise | Large teams and enterprises | Not published, quote required | Adds single sign-on, white label, custom org structure |
Who It Fits, and What Go-Live Actually Looks Like
The fit is clearest in the middle of the market. A solo agent who wants a website, a database, and one bill can run the entry plan, though a price-sensitive solo agent should compare cheaper options first. A team of five to thirty agents is the sweet spot, where routing rules, subdomains, shared reporting, and a dialer earn their keep. A brokerage buys the broker or enterprise tier for organization structure, single sign-on, and white labeling.
Go-live surprises are consistent. The first is the IDX feed: every MLS board approves its own data license on its own timeline, and until feeds are live the website is a brochure with no listings, no alerts, and no capture. Start that paperwork before you sign anything else.
The second is migration. Importing a CSV looks trivial and rarely is. Duplicate contacts from years of portal leads, phone numbers formatted five ways, and a legacy source field that does not map to the new lead-source taxonomy all surface in week one. The damage is broken attribution: if sources do not survive the move, the first quarter of reporting is guesswork.
The third is the website cutover, where a domain change resets search authority and traffic dips before it recovers. The fourth is licensing: seats are counted per user, text and email volume is billed separately, and team plans scale with headcount, so a hiring spurt quietly changes next month’s invoice. The offices that get this right treat the first 90 days as a data project with a marketing launch attached.
Limitations, and Real Estate CRM Alternatives
The honest limitations start with scope. This is a vertical CRM: no custom object builder in the Salesforce sense, a pipeline modeled around buyers, sellers, and listings, and a fit that narrows outside real estate. For B2B sales, use a general-purpose sales CRM instead.
Reporting is real-estate-shaped. Pricing is opaque, which slows procurement and weakens renewal leverage because there is no list price to anchor against. Bundling cuts both ways: one vendor for website, CRM, and lead generation is convenient, and it raises the cost of leaving, so confirm export options before you commit. The integration ecosystem is smaller than HubSpot’s or Salesforce’s, and add-ons such as the Power Dialer, extra text packages, and the AI agents are priced separately.
| Platform | Owner | Pricing model, September 2026 | Fits best |
|---|---|---|---|
| Lofty (formerly Chime) | Lofty, Inc., US subsidiary of Moatable, Inc. (NYSE: MTBL) | Quote only; third-party reports of $449 to $1,500 per month, setup fees $299 to $1,499 | Agents to brokerages wanting IDX, CRM, ads, and AI from one vendor |
| Follow Up Boss | Zillow Group, acquisition announced November 2023 | $69 per user per month; $499 per month for 10 users; $1,000 per month for 30 users; annual billing lowers each | Speed-to-lead teams that do not need a built-in website |
| BoldTrail (formerly kvCORE) | Inside Real Estate | Not published; demo and quote | Brokerages already inside the Inside Real Estate ecosystem |
| Sierra Interactive | Sierra Interactive | Not published; demo and quote | Teams wanting IDX websites plus managed paid search |
| Real Geeks | Real Geeks | $399 per month plus $500 setup, two users; lead packages $299 to $599 per month | Smaller teams wanting visible prices |
| Wise Agent | Wise Agent | $49 per month, or $42 billed annually; $69 with social automation | Price-sensitive solo agents without IDX hosting |
Frequently Asked Questions
Is Chime CRM the same thing as the Chime banking app?
No. They are unrelated companies that share a name. Chime CRM is the real estate platform from the Phoenix company now called Lofty, Inc., a US subsidiary of Moatable, Inc. The Chime banking app belongs to Chime Financial, Inc., a San Francisco consumer fintech that trades on Nasdaq under CHYM.
The two sell to different buyers: MLS-connected websites and lead routing to licensed agents, versus deposit accounts and debit cards to consumers.
Is Chime CRM still called Chime?
No. Chime Technologies rebranded as Lofty, Inc. on November 7, 2023, and chime.me now redirects to lofty.com. The mobile app rebranded through ordinary app-store updates, and support moved from [email protected] to [email protected].
The vendor’s transition page states that accounts, passwords, API keys, integrations, and pricing were unaffected. The old name persists in documentation and older reviews, so search both terms.
How much does Chime CRM cost?
Lofty does not publish plan prices. Its pricing page lists four plans, Lofty Agent, Lofty Team, Lofty Broker, and Lofty Enterprise, and each leads to a quote request rather than a number.
Some ancillary fees are published: $70 per month for a Home Evaluation Page when seller lead generation is bought without an IDX site, plus ad management fees of 20 percent on lead generation and 15 percent on branding ads. Third-party reviewers report entry pricing near $449 per month rising toward $1,500, with setup fees between $299 and $1,499. Those estimates disagree across sources and are dated September 2026.
Does Chime CRM include an IDX website?
Yes, and it is the centerpiece. The vendor describes the site as SEO-optimized and customizable, with property search, listing alerts, a home valuation tool, an AI chatbot, landing pages, and hyperlocal pages for neighborhoods and school districts.
The website is included on all four plans rather than held back as an add-on, which is an advantage over CRMs that expect you to bring your own site. Confirm that your MLS boards are covered during the sales process.
Can I use Chime CRM for a non-real-estate business?
Not well. The platform is built around real estate objects such as leads, listings, showings, and transactions, and its reporting forecasts by gross commission income, closings, and volume. There is no custom object builder in the Salesforce sense, so modeling a non-real-estate process means working around the data model.
About the Author
Wartaholic Writer is a contributing editor at Wartaholic, covering business software, CRM, and ERP selection for small and midsize US companies. Articles are researched against vendor documentation, published industry standards, and hands-on implementation practice, then fact-checked before publication.
Last updated: September 2026