An all-in-one CRM and marketing platform. Pipelines, texting, calling, email, websites, funnels, workflows and AI, with client sub-accounts for agencies.
See GoHighLevel pricing
A real estate CRM built for agents and teams. Lead routing, Smart Lists, Action Plans, calling, texting and a mobile app for working leads fast.
See Follow Up Boss pricingIf you're a realtor, a team lead or an agency that works with agents, these two names come up all the time. They're both CRMs, but they come at real estate from opposite sides. Follow Up Boss is built to catch every lead and get the right agent on it fast. GoHighLevel is built to run your whole marketing and sales system, and to let agencies resell it. In this comparison I go through pricing, lead routing, calling, texting, automation and AI, so you can see which one fits how you actually sell.
Short version
- Follow Up Boss is a real estate CRM focused on lead routing, follow-up and calling for agents and teams.
- GoHighLevel is an all-in-one CRM with websites, funnels, workflows, AI and agency tools.
- Follow Up Boss starts at $69 per user a month. GoHighLevel starts at $97 a month with unlimited users, plus usage.
- For lead routing, Follow Up Boss wins. For marketing, automation and agencies, GoHighLevel wins.
- I didn't find a native integration between them on either official site.
The short answer
Pick Follow Up Boss if you're an agent or a team buying leads from portals and IDX sites, and your biggest risk is a lead sitting untouched. Its routing, Smart Lists, Action Plans and calling are built around one goal: get an agent talking to that lead quickly, and keep following up.
Pick GoHighLevel if you want more than lead follow-up. It gives you websites, funnels, email and text campaigns, deep workflows and AI on calls and messages, all at one price no matter how many agents you add. And if you're an agency serving realtors, it's the only one of the two you can resell.
Plenty of teams would be happy with either. The real question is whether you need a sharp lead-routing tool or a whole marketing system.
Pick GoHighLevel if- You want one flat price for the team
- You need websites and funnels
- You want deep workflows and AI
- You run your own lead generation
- You're an agency serving realtors
Pick Follow Up Boss if- You buy portal and IDX leads
- You need Round Robin or First to Claim
- Your agents live on the phone
- You want a CRM made for real estate
- You want it working with little setup
GoHighLevel vs Follow Up Boss at a glance
| GoHighLevel | Follow Up Boss | |
|---|---|---|
| What it is | All-in-one CRM and marketing platform | Real estate CRM for agents and teams |
| Starting price | $97 a month, or $970 a year | $69 per user a month, or $58 billed yearly |
| Pricing model | Flat plan plus usage | Per user on Grow, included users on Pro and Platform |
| Users | Unlimited on every plan | Per user, 10 on Pro, 30 on Platform |
| Free trial | 14 days on any plan | Free trial, no contract |
| Lead routing | Built with workflows | Round Robin, First to Claim, fallback rules |
| Portal and IDX leads | Forms, integrations and API | Zillow and IDX integrations, open API |
| Calling and texting | Built in, billed by usage | Add-on on Grow, unlimited on Pro and up |
| Follow-up automation | Workflows | Action Plans |
| Websites and funnels | Built in | Connects to your website |
| AI | Conversation AI and Voice AI, billed by usage | AI included, more on Pro and up |
| White label and reselling | Sub-accounts, snapshots, SaaS Mode | Not offered on the pricing page |
What each platform is built for
Follow Up Boss is built around the moment a lead arrives. A lead comes in from Zillow, an IDX site or your website, gets assigned to the right agent or group, and that agent gets pinged to call, text or email. Smart Lists tell each agent who to contact today, and Action Plans keep the follow-up going. Everything is tuned for agents who need to move fast and don't want to build anything.
GoHighLevel is built around the whole customer journey. You build the website or funnel that captures the lead, the workflow that texts them back, the pipeline that tracks the deal and the campaigns that keep you in front of past clients. It's not made only for real estate, so you shape it to your business, or start from a snapshot someone else has built.
That's the main trade-off. Follow Up Boss works the way most agents already work, with very little setup. GoHighLevel can do more, but you have to set it up.
Pricing compared
Follow Up Boss plans
Follow Up Boss has three plans, all with unlimited contacts, lead sources and integrations, a free trial and no contract. Yearly billing gives you two months free. Prices are per month, before tax.
| Plan | Users | Monthly | Yearly, per month | Extra users, monthly / yearly |
|---|---|---|---|---|
| Grow | Per user | $69 per user | $58 per user | Priced per user |
| Pro | 10 included | $499 | $416 | $49 / $41 per user |
| Platform | 30 included | $1,000 | $833 | $20 / $17 per user |
Grow covers any lead source and website, custom lead distribution, Smart Lists, Action Plans, calling, texting and email from Follow Up Boss, calendar and email sync, agent and lead source reporting, the mobile app and AI features. Calling on Grow is a paid add-on at $39 per user a month. Pro adds unlimited calling and texting for all users, team inboxes, call reporting, enhanced support, personalized onboarding and more AI, like smart summaries, smart messages, suggested tasks and predictive lead prioritization. Platform adds teams within teams, enhanced onboarding and priority support. Every plan includes phone and email support seven days a week. See Follow Up Boss's pricing page for the current details.
GoHighLevel plans
| Plan | Monthly | Annual | What stands out |
|---|---|---|---|
| Starter | $97 | $970 | Unlimited contacts and users |
| Unlimited | $297 | $2,970 | Unlimited sub-accounts |
| Agency Pro | $497 | $4,970 | SaaS Mode for reselling |
Every GoHighLevel plan has unlimited contacts and users and a 14-day free trial. Phone, SMS, email and AI are billed by usage on top. The plans are on GoHighLevel's pricing page, and my GoHighLevel pricing guide breaks down what each one costs in practice.
What a solo agent, a 5-agent team and a 10-agent team would pay
These come straight from the list prices, before tax. They leave out the Grow calling add-on and GoHighLevel's usage charges, which depend on how much you call and text. I add the calling cost just below the table.
| Team | Follow Up Boss | GoHighLevel |
|---|---|---|
| Solo agent | Grow $69 a month, or $58 billed yearly | Starter $97 a month, or $970 a year |
| 5 agents | Grow $345 a month, or $290 billed yearly. Pro $499, or $416 billed yearly | Starter $97 a month, because users are unlimited |
| 10 agents | Grow $690 a month, or $580 billed yearly. Pro $499, or $416 billed yearly | Starter $97 a month, because users are unlimited |
With the $39 calling add-on on monthly billing, Grow comes to $108 a month for a solo agent, $540 for 5 agents and $1,080 for 10 agents.
Two things stand out. For a solo agent, Follow Up Boss is cheaper on the plan alone. And for a team, Pro can cost less than Grow once you add calling, because Pro includes 10 users with unlimited calling and texting. GoHighLevel's plan price doesn't move with headcount, but your phone and text usage will.
Pricing
Follow Up Boss is cheaper for a solo agent. GoHighLevel's flat price gets better as the team grows, but usage adds up.
See HighLevel for yourself
Build your follow-up system in GoHighLevel Set up a pipeline, a lead form and a follow-up workflow, and see how it fits your team.
Lead routing and distribution
This is where Follow Up Boss shines. In Admin, Groups, you create groups of agents that share leads by Round Robin or First to Claim. Then, in Admin, Lead Flow, you choose which group gets leads from each source, as its help center explains.
First to Claim works like this, according to Follow Up Boss's First to Claim guide:
- A new lead comes in from a source assigned to a First to Claim group.
- Every agent in the group gets a push alert in the Follow Up Boss mobile app.
- The first agent to tap the alert claims the lead.
- If nobody claims it, the lead moves on after at most 30 minutes to a fallback group, agent or pond. You can set up to two fallback groups.
In GoHighLevel, I handle assignment with workflows. A lead comes in, the workflow assigns it to a user, sends an alert and starts the follow-up. That gives you a lot of control, but you build and test it yourself, and you won't get a ready-made claim race with fallbacks out of the box.
Lead routing
Follow Up Boss has documented Round Robin, First to Claim and fallback rules ready to use.
IDX, portals and lead sources
Follow Up Boss is set up for the lead sources agents actually use. It has a Zillow and Trulia integration, with a two-way version recommended for Premier Agent partners. Its help center also lists IDX website providers that integrate, and says any website company can connect through its open API.
GoHighLevel takes leads in through its own forms, websites and funnels, its integrations and its API. If you generate your own leads with ads and landing pages, that works well. If most of your leads come from portals and IDX sites, check that each source connects before you switch.
Portal and IDX leads
Follow Up Boss documents dedicated Zillow and IDX integrations.
Calling, dialer and texting
On Follow Up Boss Pro and Platform, unlimited calling and texting is included for every user, along with call reporting. On Grow, calling is a paid add-on at $39 per user a month, on top of the $69 plan price.
GoHighLevel includes calling, texting and email in one inbox, with phone and SMS billed by usage. If you text leads in the US, you'll also need to register for A2P 10DLC. My guides to GoHighLevel SMS pricing and A2P 10DLC registration cover both.
Calling and texting
For a calling-heavy team, Follow Up Boss Pro's unlimited calling and texting is simpler to budget.
CRM, Smart Lists and pipelines
Follow Up Boss uses Smart Lists to tell agents who to contact next, and reports on agents and lead sources. It's tuned for working through leads every day.
GoHighLevel has smart lists on its contacts page too, plus full pipelines where you set your own stages and watch deals move from new lead to closed. You can run buyer and seller pipelines side by side, and see every call, text and email on the contact record.
CRM and pipelines
Follow Up Boss is quicker for working leads day to day. GoHighLevel goes deeper on pipelines and custom setups.
Action Plans vs GoHighLevel workflows
Action Plans are how Follow Up Boss automates follow-up, and they're part of Grow, so every plan has them. They're simple to set up and do the job most agents need.
GoHighLevel workflows go much further. A workflow can start from a form, a reply, a booked appointment, a pipeline change or a tag, and then text, email, call, assign, wait, branch and update the deal. I build most of my clients' follow-up this way, and my GoHighLevel workflow templates guide has the recipes I use.
Automation
GoHighLevel's workflows are far more flexible than Action Plans.
Marketing: websites, funnels and email
GoHighLevel includes websites, funnels and landing pages on every plan, plus email and text campaigns. You can build a home valuation funnel, an open house sign-up page or a buyer guide download, and send every lead straight into a workflow.
Follow Up Boss connects to your website and IDX site rather than building them for you. For campaigns and landing pages, you'd use other tools alongside it.
Marketing
GoHighLevel builds the website, the funnel and the campaign in one place.
AI features
Follow Up Boss includes AI on every plan, and notes that some AI features use data from Calling. Pro and Platform add smart summaries, smart messages, suggested tasks and predictive lead prioritization.
GoHighLevel's AI can talk to leads for you. Conversation AI replies to texts and chats, and Voice AI answers calls, both billed by usage. If you want AI to help agents work faster, Follow Up Boss covers that. If you want AI to handle first replies and book appointments, GoHighLevel goes further.
AI
GoHighLevel's AI can answer texts and calls. Follow Up Boss focuses on helping agents prioritize.
Integrations: can they work together?
I didn't find a native GoHighLevel and Follow Up Boss integration on either official site. Follow Up Boss has an open API and says it has unlimited integrations on every plan, so if you want to use both, an API connection or a tool like Zapier is the route to look at.
If you go that way, keep one system as the source of truth for each contact, and test a few leads end to end before you send all your traffic through it.
White label and agency fit
This one is clear. GoHighLevel is built for agencies. Each realtor or team can have their own sub-account, you can copy a whole real estate setup to new clients with snapshots, and Agency Pro adds SaaS Mode so you can sell the platform under your own brand.
Follow Up Boss's pricing page doesn't offer a white label or reseller option. It's software for the agent or team itself.
White label and agencies
GoHighLevel is the only one of the two built for reselling to realtors.
Mobile apps
Follow Up Boss's mobile app is part of every plan, and it's where First to Claim alerts arrive, so it's central to how teams work leads.
I use GoHighLevel's mobile app mainly for replying to leads on the go. It does the job, but the routing alerts that make Follow Up Boss's app so useful for teams have to be built with workflows in GoHighLevel.
Mobile apps
Follow Up Boss's app is built around claiming and working leads fast.
Which should you pick?
Here's how I'd decide, based on how you sell.
| If this sounds like you | Pick | Why |
|---|---|---|
| You buy portal and IDX leads and need them routed fast | Follow Up Boss | Round Robin, First to Claim and fallback rules |
| Your team lives on the phone | Follow Up Boss | Unlimited calling and texting on Pro and up |
| You want one flat price as the team grows | GoHighLevel | Unlimited users on every plan |
| You need websites, funnels and landing pages | GoHighLevel | Built in on every plan |
| You want deep automation and AI on calls and texts | GoHighLevel | Workflows, Conversation AI and Voice AI |
| You're an agency selling to realtors | GoHighLevel | Sub-accounts, snapshots and SaaS Mode |
| You like Follow Up Boss for agents but want better marketing | Both | Test an API or Zapier connection first |
HighLevel partnerSee HighLevel for yourself
Websites, funnels, texting, workflows and AI with unlimited users on every plan.
Common questions
Is GoHighLevel better than Follow Up Boss for real estate?
It depends on the job. Follow Up Boss is the better fit for agents and teams whose main problem is routing and working leads from portals and IDX sites, because lead distribution, Smart Lists, Action Plans and calling are built for exactly that. GoHighLevel is better if you also want websites, funnels, deeper automation, AI and a flat price that doesn't grow with every agent you add.
How much does Follow Up Boss cost compared to GoHighLevel?
Follow Up Boss Grow is $69 per user a month, or $58 per user a month billed yearly. Pro is $499 a month with 10 users included and Platform is $1,000 a month with 30 users included. GoHighLevel is $97, $297 or $497 a month, or $970, $2,970 or $4,970 a year, with unlimited users, plus usage charges for calls, texts, email and AI.
Does Follow Up Boss charge per user?
Yes. Grow is priced per user. Pro includes 10 users and adds extra users at $49 a month each, or $41 on yearly billing. Platform includes 30 users and adds extra users at $20 a month each, or $17 on yearly billing. GoHighLevel plans don't charge per user.
Does GoHighLevel integrate with Follow Up Boss?
I didn't find a native integration on either official site. Follow Up Boss has an open API, so a connection through the API or a tool like Zapier is the route to check, but test it before you rely on it.
Which has better lead routing?
Follow Up Boss. It has documented Round Robin and First to Claim groups, set per lead source, with fallback rules when nobody claims a lead. In GoHighLevel I handle assignment with workflows, which is flexible but means building and testing it yourself.
Do I get a dialer with Follow Up Boss?
On Pro and Platform, unlimited calling and texting is included for all users. On Grow, calling is a paid add-on at $39 per user a month. GoHighLevel includes calling and texting through its phone system, billed by usage.
Can GoHighLevel handle Zillow and IDX leads?
GoHighLevel can take leads in through forms, its own integrations and its API, then route them with workflows. Follow Up Boss documents dedicated Zillow and IDX integrations, so if most of your leads come from portals and IDX sites, it's the more direct setup.
Can agencies resell either one to realtors?
GoHighLevel, yes. It's built for agencies, with client sub-accounts, snapshots and SaaS Mode on Agency Pro. Follow Up Boss's pricing page doesn't offer a white label or reseller option.
The verdict
Follow Up Boss wins as a lead-routing machine for agents and teams. Round Robin, First to Claim, Smart Lists, Action Plans and calling make sure no portal or IDX lead sits untouched, and it works with very little setup.
GoHighLevel wins as a full marketing and sales system. Websites, funnels, workflows, AI and a flat price for unlimited users give you far more room to grow, and agencies can resell it to realtors.
If your whole business runs on bought leads and fast calls, start with Follow Up Boss. If you generate your own leads, want more automation or serve realtors as an agency, GoHighLevel is the stronger choice.
Prices and features come from Follow Up Boss's pricing page and help center, and from HighLevel's pricing page, plus screens from our own GoHighLevel account. Both companies change their plans from time to time, so check their sites before you buy.
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