Real estate marketing tools do four jobs, and most agents need one tool per job, not a stack.
- Stay in touch with past clients and leads: a CRM.
- Stay visible between transactions: social media, either made for you or made by you.
- Show the home and yourself: photos, video, tours.
- Look the part where people search: Google Business Profile, your website.
The table below sorts the tools by those jobs, gives the price each vendor showed on September 16, 2026, and says what the tool still leaves on your plate.
That last column is the one to read.
A tool that removes a job is worth a subscription.
A tool that hands you a nicer blank page is worth a subscription only if you will fill it.
The short list
| Job | Tool | Price as shown, Sep 16, 2026 | What it does | What you still do |
|---|---|---|---|---|
| Stay in touch | Follow Up Boss | Grow $69 per user a month, or $58 billed yearly; Pro $499 for ten users | CRM built for agents: lead routing, follow-up sequences, calling add-on | Write the follow-ups, make the calls, keep the notes honest |
| Stay in touch | Your brokerage platform (kvCORE, BoomTown and similar) | Often included in brokerage fees | Website, CRM, drip email, some social scheduling | Everything the bundled social feature does not write for you |
| Stay visible | Boomp | $9 Packs, $39 Core, $275 done-for-you | Software reads your website and writes posts about your neighborhoods and market; publishes the ones approved | Say yes or no to each post (Core), or nothing at all (done-for-you); post your own listings |
| Stay visible | Coffee & Contracts | $74 a month, $199 a quarter, $740 a year (read Sep 7, 2026) | Real estate templates, a content calendar, coaching | Pick, write, fill, design and schedule every post |
| Stay visible | Buffer or Later | Buffer free for 3 channels, Essentials from $5 a channel; Later Starter $18.75 a month billed yearly | Schedule posts you already made | Make the posts |
| Stay visible | Meta Business Suite | Free | Schedule and manage Facebook and Instagram from Meta's own tool | Make the posts |
| Show the home | BombBomb | Core $42 per user a month, or $36 billed yearly | Personal video in email and text, with open tracking | Record the videos, and mean them |
| Show the home | Canva | Free plan; paid Pro plan (price on canva.com) | Graphics, listing flyers, story templates | Design and write each piece |
| Look the part | Google Business Profile | Free | Your reviews, hours, photos and posts in local search and Maps | Ask for reviews; post about once a week (or have it posted for you) |
Prices are the vendors' own pages on the date shown; plan builders change, so confirm before you buy.
Matterport and other tour tools are deliberately left off: your brokerage or photographer usually supplies the tour, and the price depends on volume.
Job one: stay in touch
Your CRM is the one tool every top producer agrees on, and the one most agents underuse.
Follow Up Boss is the common pick because it was built for agents rather than adapted for them: lead routing from the portals, action plans, a calling add-on.
At $58 to $69 a seat it is also the most expensive line on a solo agent's list, which is fine if you open it daily and a waste if you do not.
Check your brokerage platform first.
kvCORE, BoomTown and the like already hold a CRM, and paying twice for the same contact list is the most common tool mistake.
Add Follow Up Boss only when the brokerage tool is the reason you stopped following up.
Job two: stay visible
This is the job most agents buy the wrong tool for, so it gets the longest section.
The problem is not scheduling.
Buffer, Later and Meta Business Suite all schedule perfectly well, two of them for free, and none of them has ever written a post.
The problem is that the post has to exist, and the week a listing goes live is the week it does not get written.
There are three honest ways to fix that, and they cost very different amounts of your time.
A template membership such as Coffee & Contracts gives you a shelf of real estate designs and a calendar of prompts.
It is well made, and every agent in your market who subscribes has the same shelf.
You still write the caption, swap the image and schedule it.
Budget two to three hours a month.
Software that writes from your website is the newer option.
Boomp reads your neighborhood pages, your buyer and seller guides and your about page, writes posts about your market in your voice, makes the image and publishes what is approved.
Here is one it wrote for a listing agent on the West Michigan lakeshore, from her own site, shown without her name:
It comes in three doors: Packs at $9 a month sends ten finished posts by email for you to publish; Core at $39 publishes twenty posts, a carousel and a video after you approve each one; the done-for-you option at $275 has Boomp's founder approve them so you never open the app.
Budget ten minutes a week on Core, none on done-for-you.
A freelancer or agency writes by hand, from your briefing and your photos.
Usually $500 to $2,500 a month.
Worth it when you also need ads, video production or a strategy call; over-buying when you need the feed to stop going quiet.
The full comparison of the four is its own page.
Job three: show the home, and yourself
Your MLS photographer does the heavy lifting here, and the tour usually comes with the shoot.
The tools worth adding are the personal ones.
BombBomb puts your face in a follow-up email or text, with a thumbnail that plays and a notice when it is opened.
For an agent it does one thing well: a thirty-second video after a showing lands differently from a paragraph.
At $36 to $42 a seat it earns its keep if you send several a week and gathers dust if you do not.
Canva is the free-to-cheap design tool for flyers, open-house graphics and story frames.
If you are on a template membership you are already living in it.
If you are on software that makes the posts, you will open it for the occasional flyer and little else.
Job four: look the part where people search
Google Business Profile is free and the most under-worked tool on this list.
When someone searches your name or "realtor near me," the profile with recent reviews, current photos and a post from this month wins the click.
Ask every closed client for a review, and post about once a week.
If that weekly post is the one you never get to, Boomp's Google Business Profile posting does it from your website alongside the social posts.
Your website is the other half of this job, and it is the source for everything above: the CRM's landing pages, the social posts written from it, the neighborhoods you claim.
Keep the neighborhood and process pages current and every other tool gets better.
A solo agent's stack, and what it costs
- Brokerage platform for the website and CRM, included in fees. Add Follow Up Boss at $58 to $69 only if the bundled CRM is why you stopped following up.
- Boomp Core at $39 for twenty posts, a carousel and a video a month, approved in ten minutes a week. Or Packs at $9 if you would rather post them yourself. Or done-for-you at $275 if you never want to log in.
- Google Business Profile, free, one review request per closing.
- BombBomb at $36 to $42 if you will send video follow-ups, skipped if you will not.
That is under $200 a month with the CRM and under $100 without it, and it covers all four jobs.
The line that matters most is the one you would otherwise skip when a listing goes live, which for nearly every agent is the visibility job.
If you want to see what software makes from your own site before choosing, the free door is ten finished posts from your website, no email, account or card.
