Lofty AI (2026): What the AI Sales Agent and AI Tools Do, What They Cost, and the Rules

Lofty AI is the set of AI tools inside Lofty, a real estate CRM and website platform now called Lofty AOS. The main one is the Sales Agent, a virtual ISA that texts, emails, chats and, on some packages, calls your leads.

Lofty's help center lists four Sales Agent packages: free for 10 leads, $60 a month for 200, $150 for 500 and $199 for 600. Lofty's pricing page just says "Add-on". Several Lofty pages disagree, and I flag each conflict below. I read the sources on 6 November 2026, except two marked 27 October 2026.

Where I stand: I am a Realtor with Samson Properties in Virginia, and I run Jamil Academy, which sells training to agents. This is not a hands-on test. It is built from Lofty's own pages, government sources and labelled third-party ratings. The eBook block near the end is my own product.

What is Lofty AI in 2026?

Short answer: Lofty AI is a group of tools, not one product. They sit inside Lofty AOS, launched on February 2, 2026 as "the first agentic AI operating system for real estate." The "first" is Lofty's own claim. The release gave no prices.

Source: Lofty press release, "Lofty Launches the Real Estate Industry's First Agentic AI Operating System", February 2, 2026, read 6 November 2026.

The Lofty AI product map

Sources: Lofty pricing page, Lofty AI product pages and Lofty help center articles, read 6 November 2026.

Name history

Sources: Lofty news releases; GlobeNewswire release of March 5, 2025; Lofty help center, "Feature Updates for Lofty 4.48", read 6 November 2026. The April 1, 2026 release was read on 27 October 2026.

Lofty's old AI Copilot web address now shows the Cowork page, though the help center still uses "AI Copilots" as a menu name. AI Marketer is now the Social Agent.

For the wider category, see my roundup of AI tools for real estate agents.

My view: check the date and product name on anything you read about Lofty AI.

What does the Lofty AI Sales Agent do?

Short answer: the Lofty AI Sales Agent is a virtual ISA. It replies to leads by text, email and website chat, asks qualifying questions, and hands the lead to you when the lead is ready or asks for a person. On some packages it also calls.

Lofty's product page says it "Engages within 5 seconds across text, email, and web chat" and works "around the clock." It picks up "timeline, budget, must-haves". The help center's goal: "qualify leads, complete their profile, and hand off warm, ready-to-talk leads".

Sources: Lofty, "AI Sales Agent (ISA) for Real Estate" product page; Lofty help center, "Getting Started with AI Sales Agent", read 6 November 2026.

Fast replies matter because leads go cold. My speed to lead guide for realtors covers the scripts around that first reply.

Languages and handoff

The product page says it "Speaks 4 languages": English, Spanish, Mandarin and French, "detected and matched automatically." I did not find languages listed in the help center.

Lofty's FAQ says: "When a lead is ready to move forward or asks to speak with a person, the conversation is handed off to you seamlessly."

How long it follows up, and who it skips

"The Sales Agent will follow up with leads for 6 months by default." It skips leads that "have the wrong number, DNC number, or landline phone number", and leads that "do not have a phone number when brought into Lofty (even if added later)."

It skips Hidden Leads unless "the individual agent has purchased their own Sales Agent."

Source: Lofty help center, "Getting Started with AI Sales Agent", read 6 November 2026.

AI calling

The product page says: "It doesn't just text. It calls." The help center is narrower: outbound calls "for two primary scenarios", calling leads to continue conversations and calling you to confirm a requested appointment. "The appointment is not booked until the agent approves it."

The calling article does not mention consent, AI voice disclosure, calling hours or per-minute pricing. Lofty's demo video is labelled "A dramatized demo of a real Sales Agent call flow".

Sources: Lofty, Sales Agent product page; Lofty help center, AI Sales Agent calling article, read 6 November 2026.

My view: judge the Sales Agent on whether the leads it flags are ones you want to call.

What does the Lofty AI Sales Agent cost?

Short answer: Lofty's help center lists four Sales Agent packages, from free for 10 leads to $199 a month for 600. The pricing page lists the Sales Agent only as an "Add-on" with no price, and the core plans say "Request Pricing".

Source: Lofty help center, "Sales Agent Packages", read 6 November 2026.

"The Team Package is only available to Company, Office, or Team owners."

Four conflicts in Lofty's own pages

• Included or add-on? A help article says "Lofty Sales Agent is included for all Lofty users at the individual level." The pricing page marks it "Add-on". My reading: a free 10-lead tier, paid packages above it. "Some Legacy packages may not include Sales Agent at the Company level."
• Does the quota reset? One article says the included version works "10 leads per month", and also "Your quota does not reset monthly." The packages article says quota "works like storage space, not a monthly allowance." So I say 10 leads, not 10 a month.
• Overages, or not? The table lists "overages at $0.30/Lead". The same article says: "You're never charged for going over, unless you manually purchase additional quota." Get the answer in writing.
• Older prices. Two older Lofty AI Workforce pages are still live, listing an AI Assistant at $9.99 a month (also shown as $9.9), a Sales Assistant at $39.9 and AI Sales Essentials at $39.99. These are older pages, not current prices.

Sources: Lofty help center, "Getting Started with AI Sales Agent" and "Sales Agent Packages"; Lofty pricing page; two Lofty AI Workforce pages, read 6 November 2026.

The older Getting Started article also says "The AI Sales Agent starts with 200 leads at $60 per month" and "Additional coverage can be added in increments of 100 leads ($30 per month)."

AI calling and texting limits

By Lofty's calling article, AI calling is for Sales Agent Max package users and Team users on monthly plans of $150 or more. "Other team plans may request access by contacting Support." I found no per-minute price.

"Texts sent from the AI's Virtual Number will not count against your text limit."

Sources: Lofty help center, the AI Sales Agent calling article and "Configure Your Office AI Sales Agent", read 6 November 2026.

The other AI tools, and the contract

I found no price for the Social Agent, Homeowner Agent or AI Assistant. The Social Agent gives "3 AI-generated posts for free" without a subscription.

Lofty's Terms of Use, last updated August 17, 2026, say "Add-On fees are non-refundable and non-transferable" and "There is no proration for partial months." Committed terms auto-renew "for a one-year period" unless terminated in writing "at least ninety (90) calendar days prior" to the end date.

Sources: Lofty pricing page and Social Agent help article, read 6 November 2026; Lofty Terms of Use, read 27 October 2026.

Core plan prices are in my breakdown of Lofty CRM pricing and contract terms. Because core plans say "Request Pricing", a quote comes from a Lofty advisor. You can request a Lofty demo through my link (affiliate link).

My view: ask how overages and the quota work before you sign.

Sales Agent package and ISA cost check

Short answer: enter your new leads a month and pick a package. You get the package price, any possible overage, the yearly cost and the cost per lead handled. Prices come from Lofty's packages article. Your ISA cost, commission and closing rate start at zero, because only you know them.

How the calculator counts

• Overage (possible, see the conflict above): Max and Team add $0.30 per lead over the package. Pro adds $30 per started block of 100 extra leads. Freemium lists no overage, so the calculator assumes extra leads are not handled.
• Six-month pile-up: new leads a month times six, Lofty's default follow-up length, in case every lead in follow-up counts against the quota.
• Your figures: the ISA comparison and closings show only when you enter your own numbers.

I do not put an ISA salary in the calculator, because I have no sourced figure for your market. My guide to what a real estate ISA costs and whether one is worth it covers the human side.

My view: if one closing covers a year of the package, cost is not the deciding factor. The real question is whether the AI's replies are ones you would sign your name to.

How do you set up the Sales Agent, and what can you control?

Short answer: open the Sales Agent from AI Copilots, name it, register its number for 10DLC, choose which leads it works, and set hours and style. You can mute it per lead, switch it off in bulk, or take over by typing.

• 1. Open it. "In the left menu, click AI Copilots." "On the Sales Agent tile, click Launch." The older path is "AI Copilots > Sales Agent > Settings".
• 2. Name it. "Give your Sales Agent a name that is different from any real team member."
• 3. Register the number. "Assigning the number to a 10DLC campaign is critical for SMS deliverability."
• 4. Choose its leads. Enrollment filters cover lead source, lead type, pipeline, agent, office and lead pond (paraphrase).
• 5. Decide on calling. In Sales Agent Settings, "Select Edit Profile", "Locate the Call setting" and "Turn calling on or off as needed."

Sources: Lofty help center, "Getting Started with the Sales Agent (Lofty AOS)", "Getting Started with AI Sales Agent" and the AI Sales Agent calling article, read 6 November 2026.

The controls you get

Sources: Lofty help center, "Getting Started with AI Sales Agent", "Sales Agent Smart Leads Settings", the pipeline approval article and "AI Assistant Manual Triggers and Recommendations", read 6 November 2026.

"Ask me first" covers pipeline stages, not texts

With Ask me first, "the Sales Agent proposes the change in your Needs-you list, and nothing moves until you approve it." That covers pipeline stage changes only. I found no help article that lets you approve each text or email before it sends.

Source: Lofty help center, the pipeline approval article, read 6 November 2026.

Office-level settings

Brokers set an office version under "Office Settings > Sales Agent > Sales Agent Settings." "All channels are turned ON by default."

Source: Lofty help center, "Configure Your Office AI Sales Agent", read 6 November 2026.

My view: start with one lead source, read the conversation log daily, and widen it only when the replies are ones you would send.

What guardrails are built into the Sales Agent?

Short answer: Lofty lists fixed guardrails on AI disclosure, opt-outs, quiet hours, Fair Housing, personal data and advice. It says "These guardrails are always on. They cannot be turned off by a custom name, persona, or skill", and every message "passes a compliance check before it goes out."

Source: Lofty help center, the Sales Agent guardrails and compliance article, read 6 November 2026.

Lofty recommends keeping AI Identity Disclosure on "unless you have confirmed it isn't required where your leads are located." The product page FAQ, by contrast, does not say leads are told it is AI.

Some duties stay with you: "permission to contact each lead" and 10DLC registration. Lofty warns that "Some states have stricter texting rules than federal law" and calls the article "general information, not legal advice."

It also treats source of income, such as "housing vouchers, Section 8, or public assistance", as protected in many areas. Responsibility rests with the agent and brokerage, it says in summary.

My view: leave AI Identity Disclosure on. A lead who learns later that a bot texted them is a worse outcome than one who knows up front.

What do Cowork, Social Agent, Homeowner Agent and the Lofty AI Assistant do?

Short answer: Cowork is an AI workspace, the Social Agent runs social posts, the Homeowner Agent hunts seller leads in your database, and the Lofty AI Assistant drafts texts and emails. AI Lead Score rates how engaged each lead is.

Cowork

Launched July 28, 2026, Cowork is "an AI-powered workspace that automatically prioritizes the most important tasks each day". Lofty says it "replaces dozens of clicks with a single conversation" and "requires no setup."

Sources: Lofty press release on Cowork, July 28, 2026; Lofty Cowork page, read 6 November 2026.

Social Agent (formerly AI Marketer)

Lofty says it "plans, writes and publishes your social content" on Facebook, Instagram, LinkedIn, YouTube and Google My Business. The marketing page says: "You can review and approve content before it goes live."

The help center shows the conflict. "Publishes on its own" is the default for My Listings, Office Listings and Monitored Listings, by its description. The other mode holds each post "until you approve it". "Guardrails" is listed as "Coming soon."

Sources: Lofty Social Agent page; Lofty help center, Social Agent controls article, read 6 November 2026.

My view: set listing topics to wait for your approval. A listing post is advertising, and your broker's rules apply.

Homeowner Agent

Released April 1, 2026, it is billed as "an always-on seller pipeline" with "no manual outreach or management required." No price is published.

Sources: Lofty press release, April 1, 2026, read 27 October 2026; Lofty Cowork page menu, read 6 November 2026.

Lofty AI Assistant

Lofty calls it "Lofty's first integrated AI chatbot". "You can use the AI Assistant to draft one-off or mass texts and emails." It takes "Up to 5 files per conversation" and is "available in the Lofty Marketplace". The article does not say whether it confirms before a mass text sends.

Source: Lofty help center, "AI Assistant", read 6 November 2026.

AI Lead Score

"The Lead Score is Lofty's AI estimate of how engaged and ready a lead is." It uses web activity such as "searches, saved listings, views, messages, and showing requests", plus reply rates. Lofty publishes no score range or formula.

Source: Lofty help center, "Lead Score and Lead Analysis (Lofty AOS)", read 6 November 2026.

Content Studio, websites, Custom Agents and the MCP Server

• Content Studio AI "drafts a ready-to-edit design for you" for email, print or newsletter pieces.
• Website Building Agent: "the AI won't overwrite anything you've already entered. It only fills in the gaps."
• Custom Agents handle "the repetitive jobs only you do" inside the CRM.
• MCP Server lets you "Securely connect your own AI agents" to Lofty data.

Sources: Lofty help center, "Creating Marketing Content with Lofty AI (Lofty AOS)" and the Website Building Agent article; Lofty Cowork page menu, read 6 November 2026.

My view: Cowork and AI Lead Score come with the plan, so learn them first. Pay for an add-on only when you can name the job it replaces.

Which rules apply to AI texts and calls?

Short answer: the FCC treats AI-generated voices as "artificial" under the TCPA, so AI calls need prior express consent. Texts carry consent rules too. HUD's 2024 AI advertising guidance was withdrawn, but the Fair Housing Act still applies. This is general information, not legal advice.

The FCC ruling on AI voices

FCC 24-17, a Declaratory Ruling adopted February 2, 2024 and released February 8, 2024, says the TCPA's limits on "artificial or prerecorded voice" cover current AI technologies "that generate human voices".

Such calls "require the prior express consent of the called party to initiate such calls absent an emergency purpose or exemption." The FCC's release adds that telemarketers must "obtain prior express written consent from consumers before robocalling them." The ruling addresses voice calls and does not expressly rule on texts.

Sources: FCC, Declaratory Ruling FCC 24-17 and news release of February 8, 2024, read 6 November 2026.

Lofty's calling article does not mention consent. My reading: treat every AI call like a prerecorded robocall. You need the lead's prior express consent, and written consent for marketing calls.

Consent for texts

The text source I read is an FCC fact sheet dated November 22, 2023. It is a draft, and says its proposals "remain under consideration and subject to change". It says: "If a robocall or robotext includes or introduces an advertisement or constitutes telemarketing, the prior express consent must be in writing."

Source: FCC, draft fact sheet, "Combatting Illegal Text Messages", November 22, 2023, not the adopted text, read 6 November 2026.

I did not read the adopted rule. Keep a record of how each lead opted in.

HUD's AI advertising guidance was withdrawn

On May 2, 2024, HUD announced Fair Housing Act guidance on AI, including risks of "targeting advertisement tools for ads covered by the Fair Housing Act". On September 17, 2025, HUD withdrew the digital-platform advertising guidance, issued April 29, 2024.

Many pages still cite it as current. It is not. The tenant-screening AI guidance is not on the withdrawal list; I could not confirm its status.

Sources: HUD, press release HUD No. 24-098 (archived) and "Notice of the Withdrawal of FHEO Guidance Documents", read 6 November 2026.

Withdrawn guidance does not change the statute. The Fair Housing Act itself still applies to your ads and your AI's messages; that is my general statement. See the fair housing violations that actually get agents sanctioned.

NAR on AI

NAR's AI page says professionals must address it when "a commercially available tool produces inaccurate, misleading, or discriminatory results." It gives no AI disclosure or TCPA guidance.

Source: National Association of REALTORS, "Artificial Intelligence (AI) in Real Estate", updated August 14, 2026, read 6 November 2026.

State AI disclosure: Utah as an example

Utah Code 13-77-103 says a supplier using generative AI in a consumer transaction must disclose that "the individual is interacting" "with generative artificial intelligence and not a human, if the individual asks". Regulated occupations must "prominently disclose" in "high-risk" interactions.

Whether a lead chat is high-risk is a legal question. The chapter was amended in 2026; I did not read the amendments.

Source: Utah Code Title 13, Chapter 77 (version effective May 7, 2025), read 6 November 2026.

California's bot disclosure law could not be read, because the official site returned errors. I did not research Virginia, Maryland or DC rules.

Your broker's policy

My view: ask your broker whether the brokerage has an AI use policy, and keep AI calling off until you can show where each lead gave consent.

What do third-party reviews say?

Short answer: the ratings split sharply by site. On 6 November 2026, Lofty showed 4.3 out of 5 on G2 and 3.8 on Capterra, but 1.3 on Trustpilot and an F from the BBB. These third-party ratings cover Lofty as a whole, not its AI.

Sources: G2, Capterra, Trustpilot and BBB profile pages for Lofty, read 6 November 2026. Third-party ratings change often.

Trustpilot says: "This company hasn't invited customers recently, so reviews may not be representative." The BBB lists "22 complaint(s) filed against business" and "Failure to respond to 17 complaint(s)", with no time window shown.

What reviewers say about the AI

• Praise (Capterra): Zach O., a broker, February 7, 2026: "It's also ahead of the curve on AI".
• Criticism (Trustpilot, 1 star): bcnguyen, October 13, 2026: "for a company that heavily markets having ai integration, their ai assistant is useless."
• Criticism (Capterra): Rebecca D., a Realtor: "They use too much AI for customer service".

Each review is one person's experience. None of the third-party articles I read, from Agent Advice, The Close and a dev.to author, describes a hands-on Sales Agent test with a stated method.

Sources: Capterra and Trustpilot reviews; Agent Advice, "Lofty Review 2026"; The Close, "Lofty CRM Review"; dev.to, "Best AI for Real Estate Agents in 2026"; all third party, read 6 November 2026.

My view: the gap between G2 and Trustpilot is the finding. Ask about support and cancellation terms, which BBB complaints and reviews raise.

How should you read Lofty's own AI claims?

Short answer: as vendor claims. Lofty publishes large numbers for its AI, but no baseline, time period or sample behind its percentage figures, and no named auditor behind its audit score.

Sources: Lofty Sales Agent, AI Trust & Security, Cowork and Social Agent pages, read 6 November 2026.

Lofty says the Sales Agent got "+240% more lead responses" and "+114% more appointments booked", but no method is published. The 91.2 score is called "Independently audited" across "400k+ live leads".

The trust page says the scores come from "an independent large language model" over "7,000+ Conversations Audited", January 2025 to May 2026. An AI model graded the AI, no firm is named, and 7,000 conversations is not 400,000 leads.

A banner, "Lofty Named Official AI Partner of Real Estate", is attributed to Inman; I did not verify it.

My view: treat each number as a demo question. Ask for the baseline, the period and the sample.

Is Lofty AI worth it? My view

Short answer, and this is my opinion: worth a look if you already use Lofty or are choosing a CRM, and you get more leads than you can answer quickly. I have no results data, so this rests on the published prices and controls.

By the package table, Pro is $720 a year and Team $2,388 before overages. If your average commission is above $2,388, a year of even Team costs less than one closing. The bigger cost is a bad message.

• Try it: agents on Lofty whose web leads wait hours for a reply, starting with the free 10 leads, and teams with an owner who reads the conversation log.
• Wait: agents who must approve every text, since I found no per-message approval, and agents not on Lofty, since every page I read sells the AI with a Lofty plan.

To see it on your own lead sources, you can book a Lofty demo (affiliate link) and ask the questions in the next section.

My view: the free tier is low-risk to test. The contract and AI calling are where I would slow down.

How to book a Lofty demo, and what to ask

Short answer: book on Lofty's site, and a Lofty advisor contacts you. My affiliate link leads to Lofty's referred-guest page, which opens with "You've been personally referred".

Under its VIP Experience heading, the page lists "A personal tour from one of our top solutions advisors", "Guaranteed best pricing on new subscriptions and add-ons" and "Instant access to your account upon sign-up". It adds: "A top Lofty advisor will reach out within 1 business day."

Source: Lofty referred-guest page for my affiliate link, read 6 November 2026.

"Guaranteed best pricing" is Lofty's wording, with no published terms. Lofty's public product pages say "Guaranteed lowest price on new subscriptions and add-ons" to everyone, so it is not a price only my link gets.

Lofty's affiliate program says people who book a demo and sign up through a partner link skip their first month's billing. Confirm it with Lofty on the demo before you sign. It is not on the referred-guest page.

Questions to ask on the demo

• Is the Sales Agent included on my plan, or is my package Legacy?
• Does the lead quota reset, and when does a lead stop counting?
• Will I pay $0.30 a lead over the package, or only if I buy quota?
• Can I approve each AI text or email before it sends?
• Which Social Agent topics publish on their own, and what do the Social Agent, Homeowner Agent and AI Assistant cost?
• What is my term, when is the 90-day renewal notice due, and are add-ons refundable?
• What baseline sits behind "+240%"? No method is published.

My view: get every answer by email. The written order form is what binds you.

What I could not verify

These are the gaps I hit.

• Which Sales Agent rule wins: included or add-on, quota reset, and overage charged or not.
• Per-message approval for Sales Agent texts or emails.
• AI calling details: consent handling, AI voice disclosure, calling hours and per-minute pricing.
• Languages in the help center, and prices for the Social Agent, Homeowner Agent and AI Assistant.
• A method or named auditor behind any Lofty performance figure, or any third-party hands-on test.
• Help article dates. Most Lofty help pages showed none.
• The adopted FCC text rule, and the status of HUD's tenant-screening AI guidance, which is not on the 2025 withdrawal list.
• California's law (site errors), Utah's 2026 amendments, and Virginia, Maryland and DC rules.
• The billing offer from Lofty's affiliate program. It is not on the referred-guest page.

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Frequently asked questions

What is Lofty AI?

The AI tools inside Lofty's real estate platform, now called Lofty AOS: the Sales Agent, Social Agent, Homeowner Agent, Cowork, the AI Assistant chat and AI Lead Score.

How much does the Lofty AI Sales Agent cost?

Lofty's help center lists Freemium at 10 leads free, Pro at 200 leads for $60 a month, Max at 500 for $150 and Team at 600 for $199. Its pricing page just says Add-on.

Is the Lofty Sales Agent included in my plan?

One Lofty help article says it is included for all users at the individual level, working on 10 leads. The pricing page marks it Add-on, and some Legacy packages may not include it.

Does the Lofty AI Sales Agent tell leads it is AI?

Lofty's help center says AI Identity Disclosure is on by default. Even with it off, Lofty says the agent never denies being AI when a lead sincerely asks.

Can the Lofty Sales Agent make phone calls?

Yes, outbound, to continue conversations with leads and to ask you to approve appointments. Lofty lists it for Max package users and Team plans of $150 or more a month.

Can I approve each AI text before it is sent?

I found no Lofty help article offering that. Ask me first covers pipeline stage changes only. You can mute it per lead, take over by typing, or switch it off in bulk.

Do AI phone calls need consent?

Under FCC ruling 24-17, AI-generated voices are artificial voices under the TCPA, so calls need the called person's prior express consent absent an emergency or exemption. Ask your broker or a lawyer.

Is HUD's AI advertising guidance still in effect?

No. HUD withdrew its digital platform advertising guidance on September 17, 2025. The Fair Housing Act itself still applies to your ads and to what your AI says to leads.

What languages does the Lofty AI Sales Agent speak?

Lofty's product page says four: English, Spanish, Mandarin and French, detected and matched automatically. I did not find the languages listed in the help center.