Formule is the Follow Up Boss alternative for WhatsApp-first agents

Formule is a Follow Up Boss alternative for real estate agents whose clients live on WhatsApp. It is a real estate CRM with agentic AI: Really, its AI agent, does the follow-up work a CRM usually only records, and the agent approves every message before it goes out. Follow Up Boss is one of the most respected CRMs in US real estate, so this page is specific about where it wins and where Formule fits better.

Follow Up Boss is a proven CRM for US teams

Follow Up Boss calls itself "the real estate operating system", and the product earns the name for high-volume US teams. Here is what its own site shows as of October 2026:

• Integrations. It connects to more than 250 lead sources, website providers and other tools, so leads from portals and IDX websites land in one place.

• Calling and texting. Two-way texting, a company number and an integrated dialer. Calling is a paid add-on on the Grow plan and is included on Pro and Platform.

• AI at no extra charge. FUB AI includes smart summaries (in beta), smart messages that suggest texts and emails for the agent to send, suggested tasks and predictive lead prioritization.

• Clear pricing. Grow is $69 per user per month ($58 billed annually), Pro is $499 per month for 10 users, and Platform is $1,000 per month for 30 users. Calling on Grow adds $39 per user per month. There is a 14-day free trial and no contract.

• Scale. The company says 36 of the 50 highest-volume teams in the US use it and that more than 100,000 agents use it daily.

Follow Up Boss is owned by Zillow Group, which announced the acquisition in November 2023 and said the CRM would keep running as a standalone product. Its AI also includes predictive tags that surface high-intent Zillow buyers, which is useful if Zillow is a big part of your lead flow.

WhatsApp is where the fit changes

Follow Up Boss is built around phone calls, SMS and email on a US number. Its site and pricing page do not advertise a native WhatsApp channel. Third-party connectors such as Zapier can link Follow Up Boss to WhatsApp Business, but that is a workflow you build and maintain yourself.

For many US agents that is fine. It matters when your buyers are international: clients relocating from Latin America, Europe, the Middle East or Asia, investors buying from abroad, or anyone who answers WhatsApp in minutes and ignores a text from an unknown number. For those agents the conversation happens on WhatsApp, and a CRM that does not live there ends up as a second inbox to update by hand.

Formule is a WhatsApp-first CRM where Really does the work

Formule was built WhatsApp-first for agents who work with international buyers and in markets where WhatsApp is the default. Really works in three places: inside the Formule app, on WhatsApp at +1 786 982 0633, and by voice in the app. It speaks the agent's language: English, Spanish, French, German, Italian or Polish.

Really drafts, the agent approves

Really helps you follow up leads and drafts the replies. You approve what goes out. That trust model is similar in spirit to FUB's smart messages, where the agent also sends the suggested text. The difference is the channel: with Formule the follow-up work is built around WhatsApp conversations rather than SMS and calls.

Listings from a link

Paste a property link and Really turns it into a listing draft and a shareable listing page you can send to a buyer the same minute.

Marketing content without a designer

The Marketing section creates AI images and short videos of a property, paid for with credits.

One pipeline for every lead

Leads from ads and portals arrive in one pipeline, and branch managers see every lead. Agencies on the agency plan can also have Formule run their Meta lead ads. Across the ads Formule has run, the average cost per click is €0.084 with a 6.13% click-through rate.

Works with Claude and ChatGPT

The Formule MCP server connects your Formule data to Claude and ChatGPT, so you can work with Formule from the assistant you already use.

Follow Up Boss and Formule side by side

• Main channel. Follow Up Boss: calls, SMS and email on a US number. Formule: WhatsApp first, plus the app and voice.

• AI. Follow Up Boss: summaries, suggested messages and tasks, lead prioritization inside the CRM. Formule: Really, an agent you talk to, that drafts follow-ups and builds listings, and nothing goes out without your approval.

• Setup. Follow Up Boss: onboarding and training, more hands-on on Pro and Platform. Formule: Really sets up a new agent in one chat.

• Languages. Follow Up Boss does not advertise languages beyond English. Really works in six.

• US data feeds. Follow Up Boss connects to IDX website providers and US portals. Formule does not advertise MLS or IDX integrations.

• Price. Follow Up Boss publishes its prices. Formule has a free start with a 7-day Really trial.

Agents who should stay with Follow Up Boss

Stay with Follow Up Boss if your business runs on US calling and texting, your leads come from Zillow and IDX websites, or you run a large team that depends on lead routing, ring groups and call reporting. Its integration list is long and its pricing is transparent. If WhatsApp is a minor channel for you, switching would give you little.

Some agents use both: Follow Up Boss as the system of record for domestic leads, and Formule with Really for international buyers who only talk on WhatsApp.

Formule has a track record

Formule has been live for 17 months. 14 agencies are on the platform, more than €4.2M in property has been sold through it, and its catalogue holds 10,288 property listings. It has sent 3,569 WhatsApp messages and logged 2,264 AI assistant calls.

Switching takes one conversation

There is no implementation project. Sign up, and Really asks a few questions in chat and sets up your account. Paste a listing link to see the listing page it builds, then message Really on WhatsApp and let it draft your first follow-ups for you to approve. If your work happens on WhatsApp, start free with a 7-day Really trial and judge it on your own leads.