# AI CRM for estate agents: what UK agency software advertises

> UK estate agency software compared on AI features in November 2026, from vendors' own pages: Reapit, Street, Apex27, Loop and Formule with Really.

URL: https://www.formule.io/uk/blog/ai-crm-for-estate-agents
Language: en
Publisher: Formule (Formule Labs Limited)
Updated: 2026-11-03
Sources checked: 2026-11-03

**For UK estate agency software with AI built in, the picture in November 2026 is uneven. Reapit and Street advertise the broadest sets of AI features on their own sites, Apex27 advertises ChatGPT based reporting and AI partner integrations, and Loop advertises none. Formule with Really is different in kind: it is a CRM with an AI agent that answers on WhatsApp and drafts replies the agent approves, but it does not claim the portal feed depth or compliance modules of the long established systems.**

This comparison reads each vendor's official pages only, on 3 November 2026, and says what the vendor advertises rather than what we guess. It leaves out vendors whose official pages we could not read that day. Where a feature is not mentioned we write that the vendor does not advertise it, which is not the same as saying it does not exist. For the wider map of AI in an agency, read [AI for estate agents: what works today, what doesn't, a 1-week plan](https://www.formule.io/uk/blog/ai-for-estate-agents). For tools by job beyond CRMs, read [Best AI tools and software for estate agents in 2026, by job](https://www.formule.io/uk/blog/best-ai-tools-for-estate-agents), and for the UK rules that apply, read [AI for estate agents in the UK: leads, DMCC, AML and data rules](https://www.formule.io/uk/blog/ai-for-estate-agents-uk).

## What good AI in agency software should do

Marketing pages use the word AI for everything from a spell checker to an assistant that works on its own. Four tests cut through it.

- **It works on your records.** An AI that reads the actual emails, notes and activity on a sale is more useful than one that only writes generic text.

- **It touches the enquiry.** The costly moment in an agency is the first reply to a buyer, seller or tenant. AI that speeds that moment matters more than AI that polishes a report.

- **A person approves.** Anything that goes to a client in the agency's name should pass through the agent first.

- **It reaches the channels clients use.** In the UK that includes WhatsApp alongside email, phone and the portals.

## The comparison table

The table summarises what each vendor's own site says. Rows marked as not advertised mean the pages we read do not mention the feature.

| System | AI features advertised | WhatsApp | Listing from a link | Who it suits |

| Reapit | Property descriptions, applicant screening and adaptive viewing slots in Reapit Bookings, an AI organised agent day, AI insights, client contact prompts, one click data pulls such as EPC and UPRN, a help chatbot; AI agents described as in development | Not advertised | Not advertised | Established agencies that want sales, lettings and management in one platform |

| Street | AI call handler, AI photo editor, AI onboarding that drafts a listing from photos and a floor plan for vendor approval, AI sale summaries with next steps, tenant maintenance guidance | Not advertised | Not advertised (drafts from photos and floor plan) | Agencies from single branch to national, across sales and lettings |

| Apex27 | AI reporting using ChatGPT; integrations list names ChatGPT, Agent-Ai and an AI phone system without describing them | Not advertised | Not advertised | Sales and lettings agencies that want portal exports and websites included |

| Loop | None advertised on the page we read | Not advertised | Not advertised | Independent agents who want an all in one system on a rolling monthly contract |

| Formule with Really | Really, an AI agent that works in the app, by voice and on WhatsApp; follow-up replies drafted for the agent to approve; listing drafts and AI images and videos | Yes, Really answers enquiries on WhatsApp | Yes, paste a property link | Agents and small to mid size agencies that want an AI agent doing the follow-up work |

## Reapit advertises the widest set of AI features of the vendors compared here

Reapit's [AI and automation page](https://www.reapit.com/platform/ai-automation) lists AI property descriptions with adjustable tone and attributes, automated applicant screening and adaptive viewing slots through Reapit Bookings, an AI organised daily dashboard, AI insights, prompts to stay in touch with clients, email template suggestions, a chatbot that answers questions about the platform, and one click pulls of third party property data. It describes more capable AI agents as in development, not yet available. Its [home page](https://www.reapit.com/) positions Reapit as software for UK agencies and cites scale: more than 15 thousand branches worldwide and 78 thousand agents, as claimed by the vendor.

Where Reapit is stronger than a newer tool: scale, an integrations marketplace, and the combined sales, lettings and property management footprint. Where it does not advertise something: we found no WhatsApp mention on those pages, and the AI described is mostly assistance inside a workflow, not an agent that handles a conversation.

## Street advertises AI that handles calls and drafts instructions

Street's [site](https://street.co.uk/) describes an AI call handler that answers when the team cannot, an AI photo editor, AI onboarding that reads photos and a floor plan and drafts a listing in the agency's voice for the vendor to approve, AI sale summaries that read emails, notes and activity and suggest next steps, and AI guidance to help tenants report maintenance issues. It addresses single branch, regional and national agencies, and sales and lettings roles.

Where Street is stronger: the AI is tied to the instruction and the sale, and the platform serves large multi branch operations. Where it does not advertise something: WhatsApp does not appear on the pages we read, and the pages we read name no portals. An earlier write up of Street's product is in [Formule is the Street alternative with a ready-made AI agent](https://www.formule.io/uk/blog/street-alternative).

## Apex27 advertises AI reporting and portal exports

Apex27's [site](https://www.apex27.co.uk/) advertises AI reporting that uses ChatGPT to analyse agents, leads, offers and sales, and its integrations list names ChatGPT, Agent-Ai and an AI phone system without saying what they do. Its pricing mentions free exports to websites and portals and its integration logos include Rightmove, OnTheMarket and Zoopla. It covers sales, lettings, land, commercial and auctions for UK agencies.

Where Apex27 is stronger: portal feeds and website delivery are part of the offer. Where it does not advertise something: no WhatsApp, and the pages we read describe fewer AI features than Reapit's or Street's.

## Loop is an all in one system without advertised AI

[Loop](https://www.loop.software/) describes an all in one platform covering sales, lettings, property management, client accounts and prospecting, with a mobile app, a client portal and a commercial module, on a rolling monthly contract. The page we read mentions no AI features and no WhatsApp. That suits an agency that wants a system of record and plans to add AI tools separately.

## Alto and Jupix are not rated here

Alto and Jupix are both UK estate agency systems, so a fair comparison would cover them. On 3 November 2026 Alto's website answered our reader with a bot verification page that we did not try to bypass, and Jupix's site would not load for it, so we could not read either from an official source and we make no claims about their AI features. Check both vendors directly. Our earlier alternative guides for [Formule is the Alto alternative for agents who work from WhatsApp](https://www.formule.io/uk/blog/alto-alternative) and [Formule is the Reapit alternative with an AI agent you can use today](https://www.formule.io/uk/blog/reapit-alternative) were written from pages read at the time.

## Formule with Really does the work a CRM only records

Formule is a CRM with agentic AI. Really, its AI agent, works in the Formule app, by voice in the app and on WhatsApp, in the agent's own language. These are the live facts and nothing beyond them.

- **Setup in one chat.** Really sets a new agent up in a conversation, with a free start and a 7 day trial of Really.

- **Follow-up with approval.** Really helps follow up enquiries and drafts replies. The agent approves what goes out.

- **WhatsApp.** Enquiries and replies run on WhatsApp, one of the channels buyers and tenants write on. Formule has sent 3,569 WhatsApp messages and logged 2,264 AI assistant calls to date.

- **Listing from a link.** Paste a property link and Really drafts a listing and a shareable listing page for the agent to check. Short AI images and videos of a property come from the Marketing section, using credits.

- **One pipeline.** Leads from ads and portals land in one pipeline, and branch managers see every lead.

- **Claude and ChatGPT.** The Formule MCP server connects both assistants to your data. The tool side is explained in [ChatGPT and Claude for estate agents: connect your CRM with MCP](https://www.formule.io/uk/blog/chatgpt-claude-for-estate-agents).

Formule has 14 agencies on it and a catalogue of 10,288 property listings. Those figures describe the platform, not a UK market share.

### Where the incumbents are stronger

Formule does not claim to match what Reapit, Street and Apex27 offer for UK agency operations. They advertise deep portal feeds and integrations, lettings and property management depth, and in Reapit's case a very large installed base. Compliance modules and accounting workflows are also areas where long established systems have years of work behind them. An agency that must run client money, tenancy deposits and full lettings management inside one system should weigh those strengths heavily, and should not pick a tool for AI alone.

## Which route fits which agency

- **An established multi branch agency** that depends on portal feeds and lettings management usually stays with its system, and checks the vendor's AI roadmap. Reapit and Street advertise the most today.

- **An independent that mainly wants a system of record** can pick Loop or Apex27 and add AI separately.

- **An agent or small agency losing enquiries out of hours** gets the most from an AI agent on WhatsApp, which is where Really sits.

## Questions to put to any vendor

- Does the AI work on our own records, or only generate text?

- Which channels can it answer on, and does WhatsApp count?

- Who approves what reaches a client?

- Where does client data go, and which model provider sees it? The data rules are covered in [AI, GDPR and the EU AI Act: a 10-point check for estate agents](https://www.formule.io/uk/blog/ai-gdpr-eu-ai-act-estate-agents).

- Is each AI feature live today, or on a roadmap? Ask for a demonstration with your own sample enquiry.

Read vendor pages with the same care. A roadmap statement and a live feature can sit in the same paragraph.

To see Really on a real enquiry of yours, [start free](https://app.formule.io/signup?lang=en&utm_source=blog&utm_medium=organic&utm_campaign=ai-crm-agents&utm_content=en). The broader guide to what AI does across an agency is [AI for estate agents: what works today, what doesn't, a 1-week plan](https://www.formule.io/uk/blog/ai-for-estate-agents).

## Sources
- https://www.reapit.com/platform/ai-automation
- https://www.reapit.com/
- https://street.co.uk/
- https://www.apex27.co.uk/
- https://www.loop.software/
- https://www.altosoftware.co.uk/
- https://jupix.co.uk/