Key takeaway:
Starting July 1, 2025, eXp Realty agents can choose between three powerful CRMs—BoldTrail, Lofty, or Cloze—at no extra cost, included in the $85/month tech fee. Your choice is locked for 12 months, so it’s essential to match the CRM to your business style.
TL; DR About Choosing Your eXp Realty CRM
- BoldTrail: Great for kvCORE lovers, lead gen, and IDX websites
- Lofty: Ideal for agents needing marketing automation and sleek design
- Cloze: Built for referral-based pros focused on relationships
- No added cost: All options included in the eXp $85 tech fee
- Commitment: Choose once per year—no switching mid-cycle
Choosing a CRM used to be one of those “take it or leave it” deals. But eXp just flipped the script. Now, every eXp Realty agent can choose the CRM that fits their business best: BoldTrail, Lofty, or Cloze.
Here’s the catch: once you choose, you’re committed for a full 12 months. So unless you plan to ghost your CRM halfway through the year (not a great look), you want to get this decision right from the start.
Each CRM is solid, but they’re designed with different agent styles in mind. Let’s break them down so you can make the smartest move for your business.
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.
Smart Agent Alliance agents can get onboarding support, migration tips, and walkthroughs to make sure your CRM selection actually matches your workflow.
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 You Get by Choosing Smart Agent Alliance as Your Sponsor at eXp
Choosing a CRM is just the start—what really matters is who helps you implement it. Smart Agent Alliance not only guides you to the right system, we help you launch fast with high-impact tools, coaching, and community so leads don’t fall through the cracks and your growth doesn’t stall.
Here’s what you get when you join eXp Realty and name a Smart Agent Alliance founder as your sponsor:
Marketing & Automation Tools
- Personal agent attraction page
- 8 landing pages with email automation
- 100s of ready-made marketing templates
- Webinars and follow-up systems for agent attraction
Revenue Share & Lead Growth Support
- AI Agent Accelerator ($497 value)
- Revenue Share Calculator + passive income guides
- Done-for-you agent nurturing tools
- Systems designed to grow your downline while you sell homes
Coaching & Community Access
- Weekly strategy calls with training on agent attraction and doing more real estate deals
- Social Agent Academy Pro ($10,500 value)
- Private referral groups and mastermind support
- Full access to our national and international agent network
Dual Sponsorship Power
- Built-in support from two of the most powerful teams at eXp: Smart Agent Alliance + the Wolf Pack
- Zero team splits or added costs—just the full value of both teams, free with sponsorship
- Plug into a system that’s already built—just start driving
Curious how this stacks up to what you’re currently getting (or not getting)? Check out our eXp Commission and Fees Calculator. Interested in passive income opportunities? Run the numbers yourself with our Revenue Share Calculator. To learn more about eXp realty see our About eXp Realty page.
Frequently Asked Questions
What is eXp CRM of Choice?
CRM of Choice lets eXp Realty agents choose between BoldTrail, Lofty, or Cloze—included in their $85/month tech fee.
Can I switch CRMs during the year?
No. Once you opt in, you’re locked for 12 months unless you’re joining/leaving a team with a different CRM.
Which CRM is best for teams?
BoldTrail and Lofty both offer strong team tools. Cloze supports teams too, but is best for sphere-based, solo agents.
Does BoldTrail replace kvCORE?
Yes. BoldTrail is the upgraded, rebranded version of kvCORE with better UI and more tools.
Is training included?
Yes. Each CRM offers weekly live and on-demand training, plus support through eXp University and vendor help centers.
What happens if I don’t opt in?
You won’t be assigned a CRM. To get access, you must log into Okta and choose one manually.
Are there any extra costs?
No. All three CRMs are included in your monthly tech fee. Some advanced features or team upgrades may cost extra.
Can international agents use these CRMs?
The program is currently available in the U.S., Canada, and Puerto Rico. Localization and translations are expanding.
