How CRM of Choice Options Work at eXp Realty
Key Takeaway: eXp Realty provides agents with a choice between three supported CRM platforms: BoldTrail, Lofty, or Cloze, all included in the $85 monthly tech fee. CRM selection is locked for twelve months, making the initial choice consequential for workflow and lead generation setup.
TL;DR About Choosing Your eXp Realty CRM
- eXp supports three CRMs: BoldTrail, Lofty, and Cloze.
- All three are included in the tech fee.
- BoldTrail emphasizes lead generation, IDX websites, and automation
- Lofty focuses on marketing automation 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 with BoldTrail or Lofty.
CRM of Choice is eXp Realty’s program that allows agents to select one of three supported CRM platforms: BoldTrail, Lofty, or Cloze, all included at no additional cost within the standard monthly tech fee.
Some agents assume that CRM access at eXp works like traditional brokerages, where a single platform is assigned to all agents or all agents pay for their own CRM. CRM of Choice means agents select their preferred platform, though the selection is locked for a twelve-month cycle.
This article explains how eXp Realty CRM choice fits into the broader eXp Realty technology ecosystem available to eXp agents.
The following sections explain the CRM of Choice program structure, how each platform is positioned, the twelve-month selection lock, and how CRM choice affects other eXp technology tools:
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 supported 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 the standard $85 monthly tech fee. The selected CRM is locked for twelve months, unless the agent is joining or leaving a team using a different CRM.
BoldTrail at eXp Realty: Features and Agent Positioning
BoldTrail is the rebranded version of kvCORE, updated with additional automation capabilities, scalability features, and customization options. The platform includes IDX websites, behavioral automation, Smart Campaigns, and marketing tools. It is designed for agents who require hands-on control over their automation and website systems.
Agent Fit
- Agents transitioning from kvCORE who prefer to remain in that ecosystem.
- Agents requiring direct control over branding, automation, and website design.
- Agents using built-in tools such as eXp Present, ListingMachine, and PropertyBoost.
- Teams requiring a scalable CRM with expansion capacity.
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
Lofty at eXp Realty: Features and Agent Positioning
Lofty (formerly Chime) is a real estate CRM that includes automation tools, AI-assisted follow-up, IDX websites, and more than 33 lead generation methods. It is designed for agents and teams focused on marketing automation, AI-assisted lead follow-up, and scalable lead management workflows.
Agent Fit
- Agents who prioritize automation with lower initial configuration requirements.
- Agents requiring a mobile-first CRM interface.
- Teams requiring custom lead routing, smart plans, and marketing tools.
- Agents focused on SEO and social media content integration.
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
Cloze at eXp Realty: Features and Agent Positioning
Cloze is an AI-powered CRM designed for agents who operate primarily through referrals and repeat clients rather than inbound leads. It automatically logs calls, texts, emails, and meetings using the agent’s existing number, without requiring additional applications or devices. The platform consolidates all communication in one place and generates automated follow-up reminders.
Agent Fit
- Agents who do not require an IDX website or lead generation funnel.
- Agents prioritizing long-term client relationships and referral business.
- Agents requiring consistent cross-device functionality.
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
CRM Selection and the 12-Month Lock
Agents can switch CRMs once per 12-month cycle. Exploring available demos and training resources before making a selection is recommended.
Currently,eXp World hosts CRM webinars each Monday and Wednesday: Cloze at 12pm ET, Lofty at 1pm ET, and BoldTrail at 2pm ET.
What Agents Also Ask About Choosing a CRM at eXp Realty
Is a CRM required to operate at eXp Realty?
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 structure shifts CRM selection responsibility to the agent rather than standardizing a single platform.
Who is each CRM option best suited for in practice?
BoldTrail is designed for agents focused on online lead generation, IDX websites, and automation. Lofty is designed for marketing-driven agents and teams using AI follow-up and content systems. Cloze is designed for referral-based agents prioritizing long-term client 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
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.
The sponsor an agent selects shapes which tools, training, and attraction systems they have access to including which, if any, CRM walkthroughs, automation templates, and onboarding support are available from the beginning of their time at eXp. Knowing where sponsorship fits within eXp Realty’s overall structure helps agents view this decision in the right context.
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Karrie Hill
Co-Founder, Smart Agent Alliance
UC Berkeley Law (top 5%). Built a six-figure real estate business in her first full year without cold calling or door knocking, now coaching other agents to greater success.