Every buyer and renter lead gets an answer within a minute. Even at 11 pm.
FirstReply is an assistant that replies for you. It answers questions about your listings from the details you give it, asks your qualifying questions, offers showing times from your calendar and sends you a short summary of every lead worth a call. It says plainly that its replies are automated, and anyone who asks for you gets you.
For solo agents and small two or three person teams who get leads from their own website, Realtor.com and the other portals, and already have a CRM, or happily use none. Buyers, sellers and rentals.
Today, the leads arrive while you are busy
Everything at once
Portal leads, website forms, emails and DMs pile up while you are at a showing, a closing or dinner.
The first reply wins
A buyer who asks about a home at 11 pm usually asks two other agents too. The one who answers first gets the showing.
The same five questions
Is it still available, can I see it, do you allow pets, what are the HOA fees, are you the listing agent. You type the same answers every day.
Big systems for a small job
The tools that reply for you mostly come inside a CRM and website package at several hundred dollars a month.
With FirstReply
Forward your leads
Set your website form, Realtor.com and the other portals that email you leads to copy those emails to your own FirstReply address, and add a chat box to your website with one line of code. A chat link also works in your email signature, your social profiles and the QR code on your yard signs.
It answers in your name
Within a minute it replies with facts about the listing you gave it, asks your qualifying questions (timeline, area, price range, pre-approval, selling first, already working with an agent) and offers showing times from your calendar for you to confirm.
You get the ones worth a call
Hot leads and anyone who asks for you reach you at once by email, with a summary and the whole conversation. Everything else waits in a simple inbox, and a copy of every lead can go to your CRM.
See four leads from one day answered
A fictional agent, Dana Brooks of Lakeside Realty, and fictional leads. Nothing is sent.
Pick a lead:
Choose a lead to see the conversation and what reached the agent. The inbox below fills in as you go.
Hi, is 412 Alder still available? Could we see it this Saturday?
Hi Megan, this is Dana Brooks's assistant. My replies are automated and Dana follows up personally. Yes, 412 Alder St is still for sale at $465,000. Dana has Saturday showings open at 10:00, 11:30 and 2:00. Which suits you? And two quick questions so Dana can prepare: are you already working with an agent, and have you spoken to a lender yet?
11:30 works. No agent yet. Pre-approved up to $480k with my credit union.
Thank you, Megan. I have asked Dana to confirm Saturday at 11:30, and you will hear back by 9 am. Before the tour Dana will send a short written buyer agreement, which is now standard before showing a home.
Hot lead, sent to you at 11:06 pm: Megan R. is pre-approved up to $480k, has no agent and wants to see 412 Alder St on Saturday at 11:30. Confirm the time or offer another one in one tap.
Do you allow dogs? When could I move in?
Hi Jordan, I am Dana's assistant and my replies are automated. Maple Court #4 is available from November 1. The owner allows dogs and cats up to 40 lb with a $300 pet deposit. Assistance animals are not pets, so no pet deposit applies to them. The owner's written rental requirements are on the listing page. Would you like to see it? Dana can show it Tuesday at 5:30 pm or Wednesday at 12:00.
Wednesday at noon please. I have a 25 lb beagle.
I have asked Dana to confirm Wednesday at 12:00 at Maple Court #4. You will hear back this morning.
Rental showing request: Jordan T., Maple Court #4, Wednesday 12:00, moving in November with one 25 lb dog.
Is Eastgate a safe area? What kind of people live there? Are the schools any good?
I can't describe an area by who lives there, or rate how safe it is or how good its schools are. Dana answers those questions with the same facts for everyone, as fair housing rules ask. For crime data, the city police department publishes a crime map. For schools, the school district lists its boundaries and the state publishes a report card for every school. What I can do is tell Dana what you are looking for, so you get every matching home in Eastgate. What size and price range do you have in mind?
3 bedrooms, under $400k. Need to move by spring.
Noted: Eastgate, 3 bedrooms, under $400,000, moving by spring. Dana will send you the matching homes today. Is this email the best way to reach you?
New buyer: Sam K., Eastgate, 3 bedrooms, under $400k, moving by spring. Asked about safety, neighbors and schools: no opinion given, pointed to the police crime map and the school district. Send matching listings.
What would my monthly payment be with 5% down? Should I wait for rates to drop? Honestly I would rather just talk to someone.
Of course, Priya. I have told Dana you would like to talk, and Dana will call you. I can't estimate payments or give advice on rates, because that depends on your finances. A licensed lender can, and Dana can recommend a few. What is the best number and time to call?
555-0142, any time after 1.
Asked for a person, sent to you at once: call Priya N. at 555-0142 after 1 pm about 88 Birch Lane ($612,000). Asked about payments and rates: no advice given, a lender referral suggested.
| Lead | Came in | Looking for | Status | Next step for you |
|---|---|---|---|---|
| No leads opened yet. Pick one above. | ||||
| Megan R.Lead email from your website | 11:04 pm | Buy · 412 Alder St | Hot | Confirm Saturday 11:30 showing |
| Jordan T.Chat on your website | 7:15 am | Rent · Maple Court #4 | Warm | Confirm Wednesday 12:00 showing |
| Sam K.Chat on your website | 9:40 am | Buy · Eastgate, 3 bd, under $400k | Nurture | Send matching listings |
| Priya N.Realtor.com lead email | 12:20 pm | Buy · 88 Birch Lane | Wants you | Call after 1 pm |
In the real inbox every lead opens the full conversation, and a copy goes to your CRM if you use one
Built to keep you out of trouble
An assistant writing in your name has to follow the same rules you do. These are built in and cannot be switched off.
Fair housing first
It never describes a neighborhood by who lives there, never calls an area safe or unsafe, good or bad for families, and never rates schools. It points everyone to the same official sources: the police crime map, the school district and state report cards.
The same questions for everyone
It asks every lead the same qualifying questions about the home they want, never about race, color, religion, sex, disability, family, national origin or anything else protected by federal or state law, and gives everyone with the same criteria the same answer.
No legal, tax or mortgage advice
It does not estimate payments, quote rates or comment on contracts. It suggests a licensed lender or attorney, and offers to have you call.
Honest about being automated
The first reply says it is your assistant and that its replies are automated. Writing "talk to Dana", or anything like it, reaches you at once.
Only what you told it
It answers from the listing details, rental requirements and answers you gave it. When it does not know, it says you will confirm. It never negotiates, makes offers or books a showing without your OK.
Your license details on every reply
Your name, brokerage and license number go in every message, as many states require for advertising. Every conversation is kept for you to review and export.
Text messages come later, and only to people who gave you consent, with STOP honored, after carrier registration. At launch it replies by email and on your website only.
How it compares
Prices for one agent as listed publicly or reported in October 2026. They change, and several sell only with a demo call, so check each site.
| Product | Price | Good to know |
|---|---|---|
| Structurely | $499 / month + usage | Team plan with a $2,000 onboarding fee and an annual contract. Text, email and voice, on top of your CRM. |
| Lofty AI Sales Agent | $60 / 200 leads | Only inside Lofty's CRM and website, reported from about $449 / month plus setup. |
| Real Geeks Geek AI Text | $49 / month | Text only, and only for Real Geeks customers: about $399 / month with a 12-month contract. |
| Sierra Interactive Lead Engage AI | $199 / month | An add-on to Sierra plans from $299.95 / month. |
| Ylopo AI | Reported $295 to $500+ / month | Sold with Ylopo's website and ads, setup fee reported. |
| Tidio with Lyro | $29 + $39 / month | A general website chatbot with 50 conversations. Nothing built for real estate or fair housing. |
| FirstReply | $49 / month | Replies only, by email and website chat. Works next to any CRM or none. |
What FirstReply doesn't do
It does one thing: makes sure nobody who asks you about a home waits until tomorrow for an answer.
- It is not a CRM: no pipelines, drip campaigns, tasks or contact database. Keep yours, or none
- It is not a website or IDX search: it works on the site you already have
- It does not sell leads: it answers the ones you already get
- No text messages or phone calls at launch: email and website chat only
- It never decides who qualifies for a rental, negotiates, or books a showing without you
Pricing
One price for one agent, month to month, no setup fee. Free 14-day trial. Prices in US dollars, taxes calculated at checkout.
One agent
Up to 150 new leads a month, which is more than most solo agents get. Small team? Tell us on the waitlist.
- Replies to lead emails from your website, Realtor.com and other portals
- Chat box for your website, plus a chat link and QR code
- Your qualifying questions and your listing details
- Showing times offered from your calendar, confirmed by you
- Hot leads and "talk to a person" sent to you at once
- A copy of every lead to your CRM by email, CSV export
Why not the reply tool in a CRM?
If you already pay for Lofty, BoldTrail, Ylopo or Real Geeks and use their assistant, you do not need FirstReply. Those assistants are built into a whole system, a CRM, a website, ads, and are priced for it. FirstReply is for the agent who wants only the replies, works next to any CRM or none, and takes an evening to set up.
Questions
How fast should a real estate agent respond to a new lead?
Within minutes. Studies of web leads have long found that the chance of reaching and qualifying a lead drops sharply after the first five minutes, and buyers on portals often contact several agents at once. FirstReply replies within a minute, including evenings and weekends, so the first answer a lead gets is yours.
What questions should I ask to qualify a buyer lead?
The usual ones are: when they want to move, which area and what kind of home, their price range, whether they are pre-approved or paying cash, whether they need to sell first, and whether they already work with an agent. Ask every lead the same questions and never ask about anything protected by fair housing law. FirstReply asks your questions, in your order, the same way every time.
Is it a chatbot? Does it say it is automated?
Yes. The replies are written automatically by an AI language model, using only the information you gave it. Its first message says it is your assistant and that its replies are automated, as California and several other states require of bots, and anyone who asks for you is passed to you at once.
Is an automated assistant safe under fair housing rules?
It is built to be. Fair housing guidance asks agents to stay factual, treat every client the same and point to objective sources rather than give opinions. FirstReply never comments on who lives in an area, whether an area is safe, or how good the schools are, never asks about protected characteristics, and asks everyone the same questions. Questions like these get the same neutral answer pointing to official sources. You stay responsible for your advertising and every conversation is kept so you can check what was said.
Does it work with Zillow, Realtor.com and Homes.com leads?
It works with the lead notification emails they send you. You set those emails to be copied to your FirstReply address, and when the email includes the buyer's email address, as Realtor.com and most website lead forms do, it replies to the buyer directly. Zillow now connects many buyers by phone or in its app; leads like that, and any lead without an email address, go straight to your inbox for you to call. Leads that arrive only by phone or text are not answered at launch.
Does it work with my CRM, like Follow Up Boss?
It sits next to it. Most CRMs, Follow Up Boss included, can create a new contact from an email, so FirstReply sends a copy of each lead summary there. If you use no CRM, the inbox and a CSV export are enough.
Can it text my leads?
Not at launch. Business texting in the US needs carrier registration (A2P 10DLC) and the lead's consent, so we start with email and website chat. Text replies come later, only to people who gave you consent, with STOP honored.
What does it know about my listings?
Only what you give it: paste the listing link or the details (price, beds, baths, HOA, taxes, showing instructions, rental requirements) and your standard answers. If someone asks something you have not covered, it says you will confirm and adds the question to your summary.
Can it book showings?
It offers times from your calendar (Google or Outlook) and asks you to confirm each one with one tap. It never confirms a showing on its own, and it reminds buyers that you will send a written buyer agreement before a tour.
Does it handle rentals?
Yes. It answers questions about availability, rent, pets and the owner's written requirements, and gives everyone the same requirements word for word. It never decides who qualifies and never turns anyone away; you or the owner do the screening.
How is it different from Structurely, Ylopo or Lofty?
Those are larger systems, mostly sold with a CRM, website or ads, often with a setup fee or an annual contract, and they include text messages. FirstReply only replies to leads by email and website chat, works next to any CRM, and costs $49 a month month to month, with no setup fee.
How much does it cost?
$49 per month for one agent, up to 150 new leads a month. Free 14-day trial, cancel any time.
Which countries do you support?
We start with agents in the United States, where portal leads, fair housing rules and buyer agreements work as described here. If you work elsewhere, tell us on the waitlist form.
Who owns the conversations?
You do. Conversations are encrypted in transit and at rest, used only to answer your leads, never used to train AI models, and can be exported at any time. See our security page for details.
When does it launch?
We are onboarding the first agents from the waitlist. Join to get early access and help shape it.
Join the waitlist
Tell us a little about how your leads arrive. We will reach out when your spot opens.