A buyer’s phone is not a billboard
One text, only on days with a real match, never on weekends. Buyers opt in, and STOP always works.
About BrokerMule
Your buyers should hear about the right home from you.
BrokerMule is a free real estate CRM that texts each buyer the best new listing for their search, in your voice, and shows you the moment they’re interested.
$0for the CRM, with unlimited client profiles
1text a day at most, and only when a new home matches
60buyers on autopilot with the Pro plan
15portal color themes to match your brand
Why we built it
Generic listing alerts get ignored. Personal texts get replies.
Most buyers already get automated MLS emails: ten links, the same layout every week, easy to swipe away. Meanwhile agents spend evenings copying listing links into texts, one buyer at a time, trying to remember who wanted a yard and who said no to split-levels.
BrokerMule started from a simple idea. A buyer should hear about the right new home from their agent, in a short text that sounds like their agent. And the agent should know the moment that buyer cares, without digging through a CRM to find out.
So we built the whole loop: a CRM for your buyers, a daily search for each of them, an AI-written text about the best new match, a branded portal for every buyer, and notifications when they save a home, ask for a tour or send you a message. Read why text beats email for property alerts.
How it works
From new listing to booked tour, on autopilot
Set it up once per buyer. BrokerMule handles the daily search, the writing and the follow-up signals.
1Add a buyer once
Enter their area, budget, beds, baths and home type, or send your invite link and let them fill it in with consent to texts.
Adding clients
2BrokerMule finds the match
Every weekday it searches fresh for-sale listings and writes one short, personal text about the best new home, signed by you.
How AI texts work
3The buyer opens their portal
The link opens a page in your colors with every match. They save favorites, request a tour or message you right there.
What buyers see
4You know who is ready
Saves, tour requests, feedback and chats land in Notifications and on the client page, so you call the right buyer first.
Notifications
What’s inside
Everything a buyer’s agent needs, nothing they don’t
Each feature has a step-by-step guide with real screenshots. Browse them all in the BrokerMule guides.
AI listing textsA personal text about the best new match, written in your voice, only on days with a real match.Read the guide Buyer portal & chatEvery text opens a branded page where buyers save homes, request tours and message you.Read the guide 
DashboardWho opened, saved, asked for a tour or went quiet, every morning.Read the guide 
Pipeline & clientsA board and a list for every buyer, from new lead to closed.Read the guide 
The client pageNotes, texts, replies, saved homes and tour requests in one place.Read the guide NotificationsChats, sign-ups, feedback and tour requests in one feed, with email alerts.Read the guide 
CalendarBook showings straight from a tour request and link them to the home.Read the guide 
Email campaignsMarket updates, holiday notes and referral asks to your whole list.Read the guide 
Documents & e-signaturesTwelve real estate templates, branded, autofilled and sent for signature.Read the guide 
Import your clientsBring your list from another CRM or a spreadsheet in a few minutes.Read the guide What we believe
Four rules we build by
Your name on everything
Texts are written in your voice and signed by you. The portal shows your photo, brokerage and colors, not ours.
The CRM stays free
Unlimited clients, notes, search criteria and history with no trial clock. You pay only when you want texts running for more buyers.
Straight answers
Our comparisons say when another tool is the better buy. If you need lead routing or an IDX website, we will tell you.
How BrokerMule compares
Where BrokerMule fits next to other real estate CRMs
BrokerMule isn’t trying to be an all-in-one platform. It does one job, keeping active buyers engaged, and does it for less. Here is how that compares with the main kinds of real estate software.
| Feature | BrokerMule | All-in-one platformsLofty, BoldTrail, Sierra, Real Geeks | Team lead CRMsFollow Up Boss | Traditional agent CRMsWise Agent, IXACT, Top Producer |
|---|---|---|---|---|
| Starting price | Free · $29/mo for texting | $299.95–$399+/mo or quote | $69 per user/mo | $42–$55/mo |
| Built for | Keeping active buyers engaged | Websites, lead gen and teams | Routing and converting leads | Sphere, transactions, newsletters |
| Personal listing text per buyer | Yes | Search alerts; AI texting often extra | General texting tools | Templates and campaigns |
| Branded buyer portal with chat | Yes | IDX website experience | Not a core feature | Not a core feature |
| Free plan | Yes | No | 14-day trial | No |
| Lead routing, IDX site, calling | No | Yes | Yes | Varies |
Head-to-head comparisons
BrokerMule vs Follow Up BossTeam lead CRMPick Follow Up Boss for: Teams routing leads from many sources, with calling and reporting$69/user/moBrokerMule vs LoftyAll-in-one platformPick Lofty for: Replacing your website, ads and CRM in one moveQuote-basedBrokerMule vs BoldTrail (kvCORE)Brokerage platformPick BoldTrail (kvCORE) for: Brokerages that want IDX, recruiting and back office togetherVaries by brokerageBrokerMule vs Real GeeksIDX site + leadsPick Real Geeks for: Agents who need a new lead-capture website$399/mo + $500 setupBrokerMule vs Sierra InteractiveIDX site + CRMPick Sierra Interactive for: Growing through organic search and website leadsFrom $299.95/moBrokerMule vs Wise AgentTraditional CRMPick Wise Agent for: One conventional CRM for sphere, transactions and campaigns$49/mo · $42 yearlyBrokerMule vs IXACT ContactKeep-in-touch CRMPick IXACT Contact for: Growth from past clients, referrals and newsletters$55/moBrokerMule vs Top ProducerTraditional CRMPick Top Producer for: MLS reports, transactions and database marketingPackage-basedBrokerMule vs RealvolveWorkflow CRMPick Realvolve for: Agents who want to build detailed workflows$99/mo + setup feeBrokerMule vs Market LeaderLead generationPick Market Leader for: An empty pipeline that needs new leads firstVaries by packageBrokerMule vs HubSpotGeneral CRMPick HubSpot for: Building your own CRM from a blank, flexible baseFree CRM · paid hubsBrokerMule vs PipedriveSales pipeline CRMPick Pipedrive for: Agents who think in deal stages more than homesFrom $14/seat/mo
Competitor prices are what each company listed when we last reviewed our comparisons (September 2026). Check their sites for current pricing.
From the blog
Practical playbooks for buyer agents
Plans, templates and checklists you can use with or without BrokerMule.
Texting buyers the right way
Working with buyers
FAQ
Questions about BrokerMule
What is BrokerMule?
BrokerMule is a free real estate CRM for buyer agents. You keep unlimited client profiles, notes and search criteria for free, and you can turn on automated texts that send each buyer a personal message about the best new listing that matches their search, with a link to their own branded portal.
Who is BrokerMule for?
Solo agents and small teams who already have buyers and want to stay in front of them without copying listing links into texts every night. If your main need is generating new leads, routing them across a large team or running an IDX website, an all-in-one platform or a team lead CRM will fit better.
How much does BrokerMule cost?
The CRM is free, including one buyer on automated texts. Starter is $29/month ($19.99/month billed yearly) for up to 20 buyers on texts, and Pro is $79/month ($59.99/month billed yearly) for up to 60.
How is BrokerMule different from Follow Up Boss, Lofty or kvCORE?
Those are broad platforms built around lead generation, routing and team operations. BrokerMule is narrower on purpose: it focuses on buyers you already have, with property-aware texts, a buyer portal and signals that show who is ready. Many agents use it alongside their brokerage’s platform.
Do buyers need to download an app?
No. Buyers get a normal text message. The link opens their portal in the phone’s browser, where they can browse matches, save homes, request tours and chat with you.
Is automated texting compliant?
Buyers give consent before texts start, texts only go out on weekdays at the time you choose, and replies like STOP and HELP are handled automatically. Our SMS compliance guide covers the details.
Can I bring my clients from another CRM?
Yes. Upload a spreadsheet or paste your list, match the columns, review and import. Imported clients come in with texts paused, and you turn texts on one buyer at a time once they have agreed.
More answers in Getting started, Billing & plans and SMS compliance, or contact us.
Start with one buyer. It’s free.
Add a client, turn on texts and see what they get on the next weekday. No credit card, no trial clock.