Apimo is serious estate agency software. Published by Apiwork, a company founded in Cannes in 2006, it equips agencies in France and abroad with a multilingual CRM, listing publishing, instruction sharing and e-signatures. So when an agency looks for an Apimo alternative, it is almost never for lack of features. It is because the software files the work without doing it: the follow-ups still have to be written, the buyers still have to be called back, the listings still have to be prepared, and all of it still rests on the agent.
Formule starts from a different idea. It is an estate agent CRM with agentic AI: Really, its AI agent, does part of the work a CRM simply records. This article sets out honestly what Apimo does well, what Formule changes day to day and the situations where staying with Apimo is still the best choice.
Apimo is strong on managing and publishing properties
On its website, as of October 2026, Apimo highlights a complete toolkit for a sales agency:
- Listing publishing to its partner portals, run from the CRM, with an API connection to the portals of the SeLoger group (SeLoger, Belles Demeures, Logic-immo, Lux Residence), the leading French property portals.
- Apimarket, instruction sharing between agencies: you choose your partners and you control where your properties are published.
- Automatic matching between properties and buyers' criteria.
- Legal documents and e-signatures, with a library of ready-to-use templates.
- A multilingual, multi-currency interface, suited to agencies selling to international clients.
- A free mobile app for Android and iOS that works offline and lets you send a property to WhatsApp in one click.
- AI tools for listings: virtual home staging, smart copywriting and automatic translation, plus a task automation tool called Automator.
Apimo also publishes its prices, which is still rare in estate agency software: two packs, CRM AI at €89 a month and CRM AI+ at €139 a month (prices shown on apimo.com in October 2026). For calls, Apimo offers an integration with Leedflow, a partner AI assistant that summarises your phone conversations.
Put simply, if your main need is to organise a stock of instructions and publish it widely, Apimo does the job very well.
Formule takes care of client follow-up
Most agencies' weak spot is not data entry, it is what comes next. A buyer views on a Tuesday, asks a question on the Thursday, and nobody gets back to them for ten days. The CRM noted everything. Nobody wrote. That is exactly where Formule steps in.
Really drafts your WhatsApp follow-ups and you approve them
Really helps you keep track of every lead and drafts the replies and follow-ups for you. You read them, adjust them if needed and then approve them. Nothing goes out without your say-so: that is how Formule works, and it is what keeps you in charge of the relationship with your clients.
You work with Really in the Formule app or directly on WhatsApp. You write to it in your own language, as you would to a colleague: "draft a follow-up for the buyer of the two-bedroom flat we viewed on Tuesday", and the draft arrives. The Apimo app can send a property to WhatsApp. Formule looks after the conversation that follows: what to reply and when to follow up.
Really replies from each client's history
Details get lost quickly: the budget mentioned in passing during a viewing, the need for an extra bedroom, the fact that the client has to sell before buying. In Formule, this information stays attached to the contact and Really uses it. Ask it where a particular buyer stands or what they were looking for, and it answers from the recorded history, and its follow-up drafts take it into account. You no longer have to reread three weeks of notes before you call.
A listing and marketing from a single link
Paste the link to a property: Really turns it into a listing draft and a presentation page you can share with your buyers. From the Marketing section, you can also create AI images and short videos of the property, using credits. For a high-end property, you quickly have material for your social media and your mailings.
Every lead arrives in one pipeline
Leads from your ads and from the portals arrive in the same place. A branch manager sees every lead of every agent and knows who needs to call whom back. For agencies, Formule can also run the Meta ad campaigns that generate those leads, as part of the agency plan.
Two points matter for agencies that work with clients from abroad, as many Apimo users do. Really works in the agent's language, in English, French, German, Spanish, Italian or Polish, which helps mixed teams. And Formule connects to Claude and ChatGPT through its MCP server, if you already use those assistants. Really also responds to your voice in the app, which is handy between two viewings.
Independent agents get started on their own
Apimo presents itself first and foremost as software for agencies. Formule also works for solo agents: a self-employed agent, an agent attached to a network such as IAD or SAFTI, or an independent who has just set up in business. Really sets up your account in a single conversation. The start is free, with a seven-day Really trial, and you do not need to book a demo to begin.
For an independent agent, the stakes are simple: never let a buyer or a seller slip away for lack of time. An assistant that drafts follow-ups while you are in a meeting is worth more than one more screen to fill in at night.
Formule rests on measured results
Formule has been live for 17 months. More than €4.2 million worth of property has been sold through Formule, 14 agencies use it and the catalogue holds 10,288 listings. The platform has sent 3,569 WhatsApp messages and the AI assistant has been called 2,264 times. On the Meta lead form ads Formule runs for its agencies, the average cost per click is €0.084 and the click-through rate is 6.13%.
Apimo is still the right choice in several cases
Changing estate agency software has a cost. Stay with Apimo if:
- Apimarket's inter-agency instruction sharing is at the heart of your business;
- you publish a lot internationally and multi-currency management is essential;
- your whole team is trained on Apimo and your legal documents are centralised there;
- you want a fixed, public price that you know in advance.
Formule makes sense when the problem is no longer organising the data but the time it takes to do something with it: following up, replying, presenting a property.
Moving to Formule takes one conversation
You create your account, Really asks you a few questions and prepares your workspace. You paste the link to a first property, you hand it a first lead to follow up, and you quickly see whether the approach suits you. During the trial, you can keep Apimo running alongside and compare on your real files.
Create your Formule account for free or find out more about the estate agent CRM with Really.