Key Takeaway: eXp Realty allows agents to choose between three fully supported CRMs — BoldTrail, Lofty, or Cloze — at no additional cost, included in the $85 monthly tech fee. Because CRM selection is locked for 12 months, choosing the system that aligns with your business model and workflow matters.
TL; DR About Choosing Your eXp Realty CRM
- eXp Realty supports three CRMs: BoldTrail, Lofty, and Cloze
- All three are included in the $85/month eXp tech fee
- BoldTrail emphasizes lead generation, IDX websites, and automation
- Lofty focuses on marketing automation, AI follow-up, and team workflows
- Cloze is designed for relationship-driven and referral-based businesses
- CRM selection is locked for a 12-month cycle
- IDX websites are available only with BoldTrail or Lofty
Choosing a CRM used to be a fixed brokerage decision. At eXp Realty, it is one of the few technology choices agents control directly.
As of July 1, 2025, every eXp Realty agent can choose between BoldTrail, Lofty, or Cloze, all included in the standard monthly tech fee. The trade-off is commitment. Once selected, your CRM choice is locked for twelve months.
Each option supports a different business style, from lead-generation heavy models to referral-driven practices. This article explains how eXp Realty CRM choice fits into the broader eXp Realty technology ecosystem available to eXp agents. Here’s your handy dandy index:
Table of Contents
What Is the eXp CRM of Choice Program?
CRM of Choice is eXp Realty’s new tech program that lets agents pick from three premium CRMs: BoldTrail (formerly kvCORE), Lofty (formerly Chime), and Cloze. The feature launched July 1, 2025, and is available to all eXp agents in the U.S., Canada, and Puerto Rico.
Each CRM is included in your existing $85 monthly tech fee. No upcharges, no sneaky fine print. Once selected, you commit to that CRM for 12 months unless you’re joining or leaving a team with a different tool.
BoldTrail: Best for Agents Who Love Lead Gen + Total Control
A: BoldTrail is the next evolution of kvCORE—rebuilt for better automation, scalability, and customization. It’s a powerful CRM and lead engine that includes IDX websites, behavioral automation, Smart Campaigns, and marketing tools like squeeze pages and Facebook ads. It’s made for agents who want more tech horsepower and prefer hands-on control of their systems.
Why you might love it:
- You’re already good with kvCORE and want to stay in that ecosystem
- You want to control your branding, automation, and website design
- You need built-in tools like eXp Present, ListingMachine, and PropertyBoost
- You want a scalable CRM that grows with your team
Strengths:
- Deep automation: Smart Campaigns, AI-driven follow-up, behavioral alerts
- Customizable IDX websites with full lead routing and tracking
- Team-ready: round-robin distribution, pond accounts, shared Smart Numbers
- Exclusive templates and tools built for eXp agents
- Weekly BoldTrail training inside eXp World + 1:1 onboarding
Weaknesses:
- Can feel overwhelming for agents not familiar with kvCORE
- Learning curve is higher than Cloze or Lofty
- More setup required to unlock full power
BoldTrail isn’t just a CRM. It’s a full business engine designed for top producers and tech-savvy agents. With Smart Agent Alliance, you get BoldTrail-optimized landing pages, drip campaigns, and private coaching to get it humming fast.
Smart Agent Alliance co-founder Karrie Hill chose BoldTrail and built all her onboarding and marketing automations inside it so you’ll get hands-on help from someone actually using it at scale.
Lofty: Best for Marketing-Focused Agents + Teams
A: Lofty (formerly Chime) is an all-in-one real estate CRM packed with automation, AI follow-up, IDX websites, and over 33 lead gen methods. It’s designed for agents who want to scale their marketing, streamline their follow-up, and keep their business looking sharp without becoming a tech expert.
Why you might love it:
- You love automation but hate setup headaches
- You want a mobile-first system with slick design
- Your team needs custom lead routing, smart plans, and marketing tools
- You care about SEO and social media content
Strengths:
- AI Assistant that qualifies and nurtures leads via text/email
- Built-in Social Studio for automated content scheduling
- IDX website and CRM are fully integrated
- Mobile apps for agents and clients
- Power Dialer, transaction tools, and robust analytics
- 33+ lead gen methods included, not tacked on
Weaknesses:
- SEO-upgraded websites cost extra
- Less focused on deep relationship follow-up (compared to Cloze)
- French support coming later in 2025
Lofty’s interface is simple, but mastering its automations and funnels takes some learning. Smart Agent Alliance offers Lofty walkthroughs, automation templates, and weekly CRM coaching to fast-track your setup.
Doug Smart, Smart Agent Alliance co-founder, uses Lofty himself—and helps our agents build effective landing pages and automations that actually convert.
Cloze: Best for Sphere-Driven, Relationship-Focused Agents
A: Cloze is an AI-powered CRM built for agents who get business through referrals and repeat clients—not cold leads. It automatically logs your calls, texts, emails, and meetings using your real number—no extra apps or second phone needed. It keeps all your communication in one place and reminds you when it’s time to follow up.
Why you might love it:
- You don’t want to manage an IDX website or lead funnel
- You prioritize long-term client relationships and referrals
- You want a CRM that works seamlessly across mobile, tablet, and desktop
Strengths:
- Auto-logs texts, calls, and emails, even outside the app
- Smart AI nudges (e.g. “Haven’t talked to Sam in 60 days”)
- Unified contact timelines with notes, calls, meetings, and emails
- Multilingual support + built-in Canva integration for branded marketing
- Works great for individuals and teams, with privacy control built in
Weaknesses:
- No IDX website or native lead capture forms
- Not ideal for agents running PPC or SEO campaigns
- Some agents report learning curve in setting up campaigns
With Smart Agent Alliance, Cloze users get done-for-you follow-up systems, Canva templates, and real estate–specific automation tips to help you master your sphere of influence.
Cloze is lightweight but powerful and agents who lean on relationships (rather than cold internet leads) often find it’s all the CRM they actually need.
What If You Pick the Wrong CRM?
A: You can only switch once per 12-month cycle. So take the time now to explore demos, training sessions, and talk to your sponsor team before opting in.
Tip: Attend the CRM webinars in eXp World: Cloze at 12pm ET, Lofty at 1pm ET, and BoldTrail at 2pm ET every Monday and Wednesday.
Pro move: Talk to your Smart Agent Alliance mentor before you commit. They’ll match your goals to the right CRM.
What Agents Also Ask About Choosing a CRM at eXp Realty
Is a CRM required to operate at eXp Realty?
No. eXp Realty does not require agents to use a specific CRM. Agents may choose one of the three supported CRMs provided by the brokerage or use an external system they already prefer. eXp only covers the cost of BoldTrail, Lofty, or Cloze.
How does eXp’s CRM choice compare to brokerages with a single required system?
Most brokerages mandate one CRM for all agents, regardless of business model. eXp Realty allows agents to choose between three supported systems, reflecting different workflows such as lead generation, marketing automation, or relationship management. This flexibility shifts responsibility to the agent but avoids forced workflows.
Who is each CRM option best suited for in practice?
BoldTrail is best suited for agents focused on online lead generation, IDX websites, and automation. Lofty fits marketing-driven agents and teams using AI follow-up and content systems. Cloze works best for referral-based agents prioritizing long-term relationships over inbound internet leads.
How does CRM choice affect other eXp technology tools?
CRM choice influences access to IDX websites, automation depth, and lead routing. BoldTrail and Lofty integrate websites and lead capture directly into the CRM. Cloze does not include an IDX website and instead focuses on communication tracking and relationship-based follow-up.
Why This Matters Before You Join eXp Realty
CRM choice at eXp Realty is designed to support different agent business models, but it does not operate in isolation or replace the broader brokerage experience.
At eXp Realty, all agents receive the same core brokerage platform, including compliance, compensation, and access to company divisions. What differs is the sponsor ecosystem an agent aligns with.
Agents who join eXp Realty and name a Smart Agent Alliance (SAA) aligned agent as sponsor gain access to organized sponsor infrastructure designed to preserve long-term optionality. This access includes done-for-you systems made available without cost or obligation.
Smart Agent Alliance is directly aligned with the Wolf Pack, one of eXp Realty’s most established sponsor organizations. Through this alignment, agents gain access to Wolf Pack training resources that are otherwise available for purchase, along with participation in the Wolf Pack community, without additional fees.
Full details are available on the Smart Agent Alliance eXp Realty sponsor page.
Frequently Asked Questions
What is eXp Realty CRM of Choice?
CRM of Choice is eXp Realty’s program allowing agents to select one of three supported CRMs—BoldTrail, Lofty, or Cloze—at no additional cost. The CRM is included in the standard monthly tech fee and is selected once per twelve-month cycle.
Can eXp agents switch CRMs during the year?
No. Once an agent selects a CRM, that choice is locked for twelve months. The only exception applies if an agent joins or leaves a team that requires a different CRM for operational consistency across team members.
Do all eXp Realty agents receive an IDX website?
No. IDX websites are provided only to agents who choose BoldTrail or Lofty as their CRM. Agents who select Cloze do not receive an IDX website through eXp but may operate an independently purchased website if desired.
Is BoldTrail the same system as kvCORE?
BoldTrail is the rebranded and expanded version of kvCORE. It retains the core lead-generation foundation while adding improved automation, updated interface design, and deeper integration with eXp-specific tools and workflows.
Is CRM training included with eXp Realty?
Yes. Each supported CRM provides live and on-demand training through eXp University and vendor training portals. Training schedules, formats, and depth vary by CRM, but access is included as part of the brokerage-supported program.
