Lofty vs Market Leader (2026): which should you pick?
As of Nov 13, 2026, Lofty and Market Leader share a 1.8 GPA, neither has a free plan and their prices can't be set side by side, so the choice depends on which features you need.
Checked Nov 12, 2026 and Nov 13, 2026 · graded Nov 12, 2026 and Nov 13, 2026 by ToolGPA
They get the same grade on all five counts.
Price, platforms and features side by side. The table says where each price was read and when.
Market Leader
Real estate CRM, websites and exclusive lead packages for agents
From $329/mo
Which one is for you
Pick Lofty if
- Fits if you are a real estate agent or team who wants the CRM and IDX website from one vendor
- Works for brokerages that need lead routing, SSO or white-label options
Look elsewhere if
- Skip it if you want to see a price first, as all four plans say "Request Pricing"
- Watch out: lead generation, the power dialer, text packages, website design and AI agents are all separate add-ons
- Not for you if you want a free plan or trial, because neither is listed
- Watch out: SSO and AI command-line access sit on the higher plan levels, and the mobile app platforms aren't named
Pick Market Leader if
- Fits if you lead a small real estate team and want a shared CRM and website
- Works for agents who want Zillow and Realtor.com leads in one system
Look elsewhere if
- Skip it if you are a solo agent who wants a price, as Professional is quoted on a call
- Pricey if your team is over 10, since the page does not say what more people cost
- Watch out: lead generation packages are sold apart from the Teams price
- Watch out: the phone platforms for its mobile app are not named
How we grade them
| 1.8GPALoftyWeak | 1.8GPAMarket LeaderWeak | |
|---|---|---|
| Value for money | CNo price is published for any of the four plans, so it lands in the middle of the category's $15 to $49 range by default. | C$329 a month for up to 10 team members, about $33 a head, which is near the category middle of $29. Professional for one agent has no published price. |
| Free plan and trial | FNo free plan and no trial is listed; the pricing page sends you to a demo. | FNo free plan and no trial on record, so the first step is a demo or a quote. |
| Features | CCRM, email and text campaigns, Smart Plans, an IDX site and transaction tools. AI agents, the dialer and lead generation are priced add-ons. | CCRM, automated lead engagement, lead intel, a marketing center and websites with MLS listings. Lead generation is a separate product, and larger teams are not priced. |
| Ease of use | CNo store rating on record. A CRM plus a website, drip plans and add-ons to set up. | CNo store rating on record. A website, lead routing and campaigns need setting up. |
| Platforms and integrations | BWeb, with Google Calendar, Outlook, Gmail and a WordPress IDX plugin. Mobile apps are listed but the pages don't name platforms. | BWeb with Zillow, Trulia and Realtor.com links. A mobile app is mentioned, but its platforms are not named. |
| Best for | a real estate CRM with an IDX website | a real estate CRM and website for agents |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Lofty and Market Leader. How we grade
Where they differ
- Lofty also covers AI agents, reports and sMS marketing.
- Market Leader also covers workflow automation.
In commonWebSales pipelineMarketing automationEmail campaigns
At a glance
| Lofty | Market Leader | |
|---|---|---|
| Pricing | Paid | Paid |
| Starts at | Not published | $329 per month for up to 10 team members |
| Free plan | None | None |
| Free trial | None listed | None listed |
| Web | ||
| Made by | Lofty | Constellation1 Inc. |
| Price read from | Not confirmed | marketleader.com |
| Checked | Nov 12, 2026 | Nov 13, 2026 |
Worth knowing
Lofty
- No prices are published: all four plans (Agent, Team, Broker, Enterprise) show "Request Pricing".
- Lead generation, the power dialer, extra text packages, website design and AI agents are add-ons priced separately.
- Mobile apps are listed, but the pages read do not name the platforms.
- Features such as AI CLI access and single sign-on appear only on higher plan levels.
Market Leader
- Professional has no published price: the vendor says it quotes pricing after a consultation.
- The lead generation products are separate offerings with their own pricing, not part of the Teams price.
- The vendor lists a mobile app but its pages do not say which phone platforms it supports.
- The Teams page prices up to 10 members at $329 and does not say what a larger team pays.
Key features
Lofty
- AI-powered CRM
- Unlimited contacts with one-off, mass and automated email, mass and auto texting, campaign segments and AI lead scoring on the plan grid.
- IDX website
- A customizable IDX website with home search, plus add-on options such as a hyperlocal SEO website and a WordPress IDX plugin.
- Smart Plans
- Multi-step workflows that nurture leads across email, text, calls and direct mail.
- AI agents
- Sales, social and homeowner agents are sold as add-ons, and custom agents are listed on higher plan levels.
- Transaction management and reporting
- Paperless transaction tools and a reporting suite, with team management and lead routing for teams and brokers.
- Lead generation services
- Managed advertising, such as Facebook, Google and direct-mail programs, sold separately from the platform.
Market Leader
- Real estate CRM
- Contact records with reminders and daily to-dos, advanced filters and groups, and lead conversion action plans, with 40+ lead sources such as Zillow and Realtor.com feeding it.
- Automated lead engagement
- New leads get listing alerts and automated welcome emails and texts; the Teams edition lists an 18-step drip campaign.
- Lead intel
- Tracks which contacts visited the agent's website and which properties they viewed or saved, to show who to contact first.
- Marketing center
- A library of 1,500+ customizable print and email campaign templates and long-term drip campaigns for a whole contact database.
- Websites with MLS listings
- A drag-and-drop website builder with lead capture forms for showings and home valuations, connected to the agent's MLS.
- Lead generation packages
- Leads Direct (search-ad leads), HouseValues (seller leads) and Network Boost (Facebook and Instagram leads), each sold with a monthly lead commitment.
Plans
Lofty
Pricing could not be confirmed. See lofty.com.
Market Leader
Market Leader ProfessionalCustom
CRM, website, marketing center and lead nurture for one agent. The vendor quotes the price after a consultation.
Market Leader Teams$329
per month for up to 10 team members
Shared contacts and tasks, lead routing, shared marketing library, website and mobile CRM app, with per-agent reporting.
Common questions
Which is cheaper, Lofty or Market Leader?
As of Nov 13, 2026, Lofty has no price we could confirm, and Market Leader starts at $329 per month for up to 10 team members.
Which has a free plan, Lofty or Market Leader?
As of Nov 13, 2026, neither Lofty nor Market Leader has a free plan.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.