Keystone vs Follow Up Boss
Two different ways to handle real estate follow-up. Here is how they compare on approach, channels and price, and who each one fits.
Follow Up Boss: A CRM pitched as the central hub for building a real estate business, not just a contact list
Follow Up Boss describes itself as more than a CRM, a central hub where you build the systems your business runs on. Keystone is narrower on purpose. It writes your follow-up, puts it on a daily Today list, and handles email, text, call prompts, printed letters and handwritten cards. So this isn't a like-for-like fight. One is a place to run a business. The other is a way to make sure the follow-up actually goes out.
Keystone vs Follow Up Boss at a glance
Keystone | Follow Up Boss | |
|---|---|---|
| Approach | Follow-up that arrives already written. You open a daily Today list, edit or send, and move on. It is not a full CRM. | A full real estate CRM built as a central hub, with Action Plans for automated follow-up. |
| Channels | Email, text, call prompts, printed letters and handwritten cards, all from one list | Email, texting and call logging, with calling as an add-on on the lowest plan. Cards come through integrations. |
| Price | Free for 100 contacts, then $49 to $189 a month. Annual billing is 20% off. Extra letters are $1.75 each and handwritten cards are $4.90 per send. | From $69/mo per user (Grow), checked October 2026 |
| Best for | Agents who want follow-up drafted for them, including letters and handwritten cards, without learning a CRM | Teams and agents who want a full CRM with unlimited contacts, lead sources and integrations |
Feature-by-Feature Comparison
| Feature | Keystone | Follow Up Boss |
|---|---|---|
Email follow-up | Yes, sends as you from Gmail or Outlook | Yes, drip emails and Action Plans |
Text messaging Keystone can't see replies when you text from your own cell. A Keystone Number logs both sides. | Yes, from your own cell or a Keystone Number | Yes, two-way texting |
Calls | Call prompts with talking points. Keystone doesn't place calls. | Call logging and recordings. Calling is a paid add-on on Grow. |
Printed letters | Yes, you approve each piece and see its cost first | Not listed on its pricing page |
Handwritten and greeting cards | Yes, $4.90 per send | Through the AMcards integration, which sends greeting cards and gifts |
| Feature | Keystone | Follow Up Boss |
|---|---|---|
Free plan | Yes, 100 contacts | close |
Lowest paid plan | $49/mo (Starter, 500 contacts) | $69/mo per user (Grow), checked October 2026 |
Contact limits | 100 free, up to 10,000 on Growth | Unlimited contacts, lead sources and integrations |
Team size | 1 to 5 seats depending on plan | Pro includes 10 users, Platform includes 30 |
Who Each Tool Is Best For
Residential agents with a database of past clients and sphere contacts who never hear from you because nobody is writing to them. Keystone suits solo agents and small teams who want email, text, letters and cards handled from one daily list, and who can start on the free plan with 100 contacts.
Follow Up Boss fits teams and busy agents who need a full CRM. It offers unlimited contacts, lead sources and integrations, plans built for teams of 10 and 30 users, and calling inside the tool. Keystone doesn't route leads, run a team inbox or replace a CRM.
Frequently Asked Questions
Yes. Keystone imports a spreadsheet (CSV), so you can export contacts from Follow Up Boss and drop them in. There's no live sync between the two, so changes in one don't show up in the other. Some agents keep Follow Up Boss for lead intake and use Keystone for the long, slow follow-up with past clients and sphere contacts.
On its public pricing page (checked October 2026), the Grow plan is $69/month per user on monthly billing, with unlimited contacts. Calling is a paid add-on on Grow. Pro is $499/month including 10 users, and Platform is $1000/month including 30 users. Keystone is free for 100 contacts, then $49 to $189 a month.
Keystone isn't a full CRM, a transaction manager, an IDX website builder, a dialer or a lead source. It prompts you to call with talking points but doesn't place the call. It's built for residential agents who want follow-up handled, not a system to run the whole business.
Teams, and agents with a steady flow of leads from many sources. It's a full CRM with unlimited contacts, lead sources and integrations, and Keystone doesn't replace that. If your day lives in a CRM already and it's working, there's little reason to move.
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See how Keystone fits your follow-up
Import your contacts, pick a sequence and get your first Today list. Free for 100 contacts, paid plans from $49/mo.