GoHighLevel or Follow Up Boss for a real estate team
Follow Up Boss is the better fit for a real estate team that wants a CRM designed around agents and lead sources, and GoHighLevel is the better fit if you want the lowest fixed cost for many users and are willing to build your own pipelines and automations.
Follow Up Boss calls itself an operating system for real estate teams. Its Grow plan is $69 per user per month billed monthly, or $58 billed annually, as read on 3 October 2026. GoHighLevel Starter is $97 per month in total, with unlimited users and contacts, and is sold to businesses of every type.
Follow Up Boss plans against GoHighLevel plans
| Plan | Billed monthly | Billed annually | Users |
|---|---|---|---|
| Grow | $69 per user per month | $58 per user per month | Per user; calling add-on $39 per user ($33 annual) |
| Pro | $499 per month | $416 per month | 10 included; extra users $49 ($41 annual) |
| Platform | $1,000 per month | $833 per month | 30 included; extra users $20 ($17 annual) |
| Criterion | GoHighLevel | Follow Up Boss |
|---|---|---|
| Entry price | Starter $97 per month | Grow $69 per user per month |
| Pricing model | Flat fee, unlimited users | Per user on Grow; user bundles on Pro and Platform |
| Contract | Month to month | No contracts, per its pricing page |
| Free trial | 14 days | 14 days |
| Calling | Built-in dialer, billed per minute ($0.0166 outbound in the US) | Add-on on Grow; unlimited calling included from Pro |
| Industry focus | General: agencies and local businesses | Real estate teams |
| Contacts | Unlimited | Unlimited contacts, lead sources and integrations |
What the two cost for a five-agent and a ten-agent team
For five agents, Follow Up Boss Grow is $345 per month billed monthly. Adding the calling add-on for each agent brings it to $540. GoHighLevel Starter for the same five people is $97 plus usage. If those agents make 2,000 minutes of outbound calls and send 3,000 text segments in a month, usage at US rates is about $33.20 for calls and $22.41 for texts, plus $1.15 for each local number.
For ten agents, Follow Up Boss Pro is $499 per month with calling included. GoHighLevel is still $97 plus usage. The gap is real, but so is the setup work, covered below. The GoHighLevel cost page lists the other usage charges to budget for.
What Follow Up Boss does that GoHighLevel does not
Follow Up Boss ships with a real estate shape. Its pricing page lists lead import and distribution to agents, Smart Lists, calling, texting and email, calendar sync and reporting on Grow, with more than 200 lead sources and integrations. Pro adds team inboxes, call reporting, individual agent numbers and personalized onboarding. Platform adds teams within teams.
GoHighLevel has pipelines, workflows and calendars as building blocks, but its public pages do not list a ready-made real estate lead-source catalog. You, or someone you hire, set up the stages, the routing and the follow-up sequences. The real estate agent page describes what that build looks like.
What GoHighLevel does that Follow Up Boss does not
GoHighLevel bundles marketing tools that the Follow Up Boss pricing page does not mention: websites and funnels, forms and surveys, a social planner, automated review requests, invoicing and memberships. It also has a native Missed Call Text Back setting that texts a caller whose call rang out, at $0.00747 per text segment in the US.
Whether Follow Up Boss includes websites or funnels is not stated on its pricing page. It presents itself as an open platform that connects to other real estate tools, so teams usually pair it with a separate website and lead-generation service.
Who should pick which, and what switching involves
- Pick Follow Up Boss if you run a team of agents, buy leads from portals and want routing and accountability working in the first week.
- Pick GoHighLevel if you are a solo agent or small team that wants funnels, texting and a CRM for one flat fee and can spend time on setup.
- Pick neither if you only need a simple contact list; a free CRM from the alternatives list will do.
Switching into GoHighLevel means exporting your people to a spreadsheet and importing the CSV. GoHighLevel's help article says only admins can import, the file should be under 30MB, and each row needs a name, email or phone. Action plans and automations have to be rebuilt as workflows. Moving the other way, the Follow Up Boss pricing page promises help with migration but gives no detail. Prices were read on 3 October 2026 and can change.
Sources used for this page
The facts above come from the pages below, read on 3 October 2026. We have not used these products hands-on. Prices and terms change, so confirm them on the vendor's site before you buy.
- HighLevel pricing — Vendor pricing page · gohighlevel.com · checked 2026-10-03
- HighLevel homepage feature list — Vendor product page · gohighlevel.com · checked 2026-10-03
- Follow Up Boss pricing — Vendor pricing page · followupboss.com · checked 2026-10-03
- LC Phone pricing structure — Vendor documentation · help.gohighlevel.com · checked 2026-10-03
- Where and how to configure the Missed Call Text Back feature — Vendor documentation · help.gohighlevel.com · checked 2026-10-03
- Importing contacts and opportunities via CSV — Vendor documentation · help.gohighlevel.com · checked 2026-10-03