ASARI is one of the best-known estate agency CRM systems in Poland, and since 2026 it has been betting heavily on artificial intelligence. If you are looking for an ASARI alternative, it is usually not about missing features. It is about who does the daily work with the client: preparing the listing, keeping on top of the contact, writing the reply on WhatsApp. Formule is a CRM with agentic AI. Really, the AI agent in Formule, does a large part of the work an ordinary CRM only records. Below is an honest comparison, as of October 2026.
Formule is an estate agent CRM with an AI agent that works for you
In Formule you get what you would expect from an estate agent CRM: properties, contacts and a lead pipeline. The difference is Really. You message it in the Formule app or on WhatsApp, or talk to it by voice in the app, in English or in one of five other languages: Polish, German, French, Spanish and Italian.
You ask it for things as you would ask a colleague. You paste the link to a property and Really prepares a listing draft and a property page ready to send to clients. In the Marketing section you create AI images and short videos of the property, paid for in credits. When a lead comes in, Really helps you handle it and writes a draft reply. You approve it before it goes out to the client. Nothing is sent without your consent.
ASARI is strong on running the office and on AI inside the system
ASARI is made by ASARI Sp. z o.o., a Polish CRM software company operating since 1998. According to the company's website, more than 1,500 estate agencies and developers use its property system, and ASARI carries out more than 21,000 listing exports to portals every day. Its main strengths:
- A database of listings and buyer searches. Listings, owners and buyers in one structure, with properties matched to searches in one click.
- Portal exports. No limit on the number of listings or portals, and according to ASARI a listing reaches the portals in 60 seconds.
- MLS ASGAL. A nationwide listing exchange system run together with Galactica Virgo.
- Office tools. A Kanban board with a commission forecast, reports, email in the client record, virtual tours, websites and a mobile app for iOS and Android. Phone calls and WhatsApp messages are saved against the contact.
- Free data conversion. ASARI offers to import your database from another program free of charge, for example from EstiCRM, Imo or Galactica Virgo.
The price list is public. According to its pricing page, the Business package costs PLN 109 net per user for 30 days, Corporate PLN 187 (minimum 6 users) and Enterprise PLN 249 (minimum 10 users). Paying for a longer period brings a discount of up to 30%, and the system can be tried free for 14 days.
Artificial intelligence in ASARI is called AIA
ASARI calls its AI layer AIA and describes it as the foundation of the whole system. On its AIA page, the company lists, among other things:
- a generator for listing descriptions, templates and emails, which you can edit before publishing;
- valuations based on real transaction prices and analysis of sales data;
- photo quality improvement and planners that query the ASARI database;
- a team of specialised AI agents for transactions, marketing, finance, analytics and sales;
- AIA Web Agent, a chatbot on ASARI WWW websites that talks to visitors around the clock, suggests listings and saves leads and searches in the CRM.
This is a serious AI offer, and it deserves to be said plainly. AIA works mainly inside the system and on your website. Really works where the agent spends the day: on WhatsApp, in the app and in voice conversation.
What working with Really changes
- Getting started in one conversation. Really sets up your account in a single chat. You start free, with a 7-day Really trial.
- A listing from a single link. You paste the link to a property and get a listing draft and a page to share.
- Marketing content in the same place. AI images and short videos of the property from the Marketing section.
- Follow-ups you do not have to remember. Really helps you handle every lead and prepares the reply. You decide what gets sent.
- Every lead in one pipeline. Leads from ads and from portals arrive in one place, and the branch manager sees every one of them.
- A connection to Claude and ChatGPT. The Formule MCP server connects your account to the assistant you already use. ASARI does not advertise such a connection on its website.
- Six languages. Useful when you look after clients from abroad or work with agents from other countries.
In practice it looks like this: after a flat viewing, you tell Really in the app what you agreed with the client, and it prepares the next step, for example a draft message to the buyer that you review and approve.
For agencies, Formule can also run Meta lead campaigns as part of the agency plan.
Formule in numbers
Formule has been running for 17 months. More than €4.2 million worth of property has been sold through the platform, 14 agencies use it and the catalogue holds 10,288 listings. 3,569 WhatsApp messages have been sent and 2,264 calls to the AI assistant have been logged. On the Meta lead campaigns Formule runs, the average cost per click is €0.084 and the average click-through rate is 6.13%.
Who should stay with ASARI
ASARI is a good choice if you run a larger office or a network and need an extensive system with reports, permissions, an MLS and exports to many portals. It also suits you if your website runs on ASARI WWW and you want a chatbot that collects leads around the clock, or if you work in new-build sales, for which ASARI has a separate version for developers.
Formule will work better if you sell mainly through WhatsApp, you want an AI agent that prepares listings, content and replies for you, and you would rather ask for something in a chat or by voice than fill in forms.
Trying Formule starts with a chat
You do not need a migration to get started. You open an account for free, Really sets it up in one conversation, and you paste the link to your first property to see what it prepares. You will find more information on the Formule website, and you can create your account here.