Lofty — formerly Chime — is one of the most capable all-in-one platforms in real estate. It’s also one of the hardest to budget for, because Lofty does not publish pricing: every plan on its official pricing page says “Request Pricing.” This guide walks through what teams actually report paying, what drives the number up, and how to compare it against platforms that publish their rate card.
The short answer
Lofty’s pricing is quote-only as of our check on September 25, 2026. All fifteen plan tiles on lofty.com/pricing read “Request Pricing,” and the fine print confirms a required 20% ad-management fee on its lead-gen products. Third-party guides such as Luxury Presence’s Lofty pricing breakdown (checked July 2026) place it from roughly $449/month for core plans to $1,500+/month at enterprise tier, plus setup and add-ons. Other reports describe a different seat-based ladder, so no single structure is settled. Treat those as estimates, not quotes — the only real number is the one Lofty gives your team.
What drives a Lofty quote up
- Tier and team size. Like most quote-led platforms, pricing moves with the plan level and the number of users.
- Managed advertising. Lofty’s own fine print requires a 20% ad-management fee on its lead-gen products; third parties also report a $150 flat rate under $750 in spend. Your cost scales with your budget, not just your subscription.
- Setup fees. Third-party reviews report onboarding and setup in the $299–$1,499 range, with reports as high as $2,000.
- Add-ons. The AI Sales Agent is reported from $60/month per 200 leads, and features like Social Agent and advanced AI sit outside the base tiers.
- À-la-carte page fees. Buy Seller Lead Generation without a Lofty IDX site and the fine print adds a $70/month Home Evaluation Page charge — a published number, unlike the plans themselves.
Why quote-only pricing is itself a cost
When a platform won’t publish prices, comparison shopping stops being about software and starts being about sales calls. Teams end up negotiating instead of evaluating, and the number you get depends on how much the vendor thinks you can pay. If you’re reading this to budget, the honest advice is: get the quote in writing, ask what’s not included, and put it next to a published rate card.
What third parties and the fine print report
Every figure below is dated and linked so you can judge the sourcing yourself. The one Lofty publishes directly is marked as such; the rest are third-party estimates, not Lofty prices.
| Cost line | Figure | Source | As of |
|---|---|---|---|
| Entry tier | ~$449/mo | luxurypresence.com | July 2026 |
| Mid tier | ~$700/mo | luxurypresence.com | July 2026 |
| Enterprise tier | ~$1,500/mo | luxurypresence.com | July 2026 |
| Setup | $299–$1,499 reported (to $2,000) | luxurypresence.com | July 2026 |
| AI Sales Agent | from $60/mo per 200 leads | luxurypresence.com | July 2026 |
| Ad management | 20% of spend, or $150 flat under $750 | luxurypresence.com | July 2026 |
| Home Evaluation Page | $70/mo (without IDX site) | lofty.com fine print | September 2026 |
| Annual discount | ~10% reported | luxurypresence.com | July 2026 |
How BrokerDIY’s published pricing compares
| BrokerDIY (published) | Lofty | |
|---|---|---|
| Entry | $0 trial, then $29/mo | Quote-only |
| Team | See pricing | Quote-only |
| Setup | $0 | Per quote |
| Contract | Month-to-month | Per quote |
| AI cost | Included with published allowances | Per quote / add-ons |
The full feature-by-feature breakdown — including where Lofty still does more than we do today — is on our BrokerDIY vs Lofty comparison page, and every plan and allowance we sell is on the published pricing page.
Questions to ask any quote-only vendor
- What is the total first-year cost including setup, and is it month-to-month or annual?
- Which features are add-ons rather than included?
- If I use managed ads, what fee applies on top of my ad spend?
- What does it cost to add or remove agents mid-term?
Questions agents and brokers ask
How much does Lofty cost per month?
Lofty does not publish plan prices; every tile on its pricing page says “Request Pricing.” Third-party guides place core plans at roughly $449/month and enterprise at roughly $1,500/month. Get a written quote before budgeting.
Does Lofty charge a setup fee?
Setup is quoted, not published. Third-party reviews report it in the $299–$1,499 range, with reports as high as $2,000, so ask for the number early and negotiate it.
What does Lofty’s AI Sales Agent cost?
Reported from $60/month per 200 leads as an add-on outside the base tiers. If AI follow-up is your reason for buying, price the add-on allowance against your lead volume first.
Is Lofty’s ad management included?
No. Lofty’s own fine print requires a 20% ad-management fee on its lead-gen products, and third parties report a $150 flat rate under $750 in spend. Budget it on top of the ad spend itself.
Pricing observations dated September 2026. Lofty plan pricing re-verified September 25, 2026 (lofty.com/pricing: quote-only, 20% ad-management fee and $70/mo Home Evaluation Page in fine print). Third-party figures are reported estimates from the linked sources, dated July 2026. Verify current pricing directly with Lofty — and with any vendor — before deciding.