What does Follow Up Boss cost?

FUB pricing as of 2026 starts around $69/user/month for the entry tier, with team plans ranging from $499/month up. Pricing has shifted multiple times since the 2023 acquisition by Zillow Group; check FUB's current pricing page directly. Most US real estate teams running 3+ agents land on the team or pro plans.

How does Follow Up Boss compare to KvCORE or BoomTown?

FUB is the lightweight, agent-friendly choice — focused on lead capture, follow-up automation, and team workflow. KvCORE and BoomTown are heavier all-in-one platforms that include CRM plus a website, IDX search, and lead generation. Teams that already have a website and want better follow-up usually pick FUB. Teams that want a single all-in-one platform usually pick KvCORE or BoomTown.

Can a Philippines-based VA work in Follow Up Boss?

Yes — it's one of the most common platforms PHVA-placed VAs work in. Common roles inside FUB: ISA (calling and texting new leads, logging outcomes, qualifying), TC (using FUB to track contract-to-close communication with clients), listing coordinator (using FUB for seller updates), database manager (cleaning records, fixing duplicates, tagging properly).

What's an action plan in Follow Up Boss?

An action plan is FUB's name for a drip campaign — a sequence of automated emails, text messages, and assigned tasks that fires on a schedule when a lead enters or matches a defined criteria. A typical new-lead action plan might send a welcome email immediately, a property-search invitation 2 hours later, a personalized text the next morning, and assign a call task to the ISA on day 3.

Was Follow Up Boss acquired by Zillow?

Yes. Zillow Group acquired Follow Up Boss in November 2023. The platform continues to operate as Follow Up Boss with its own roadmap, but is now part of Zillow's broader real estate technology portfolio. Pricing and feature decisions since then have factored in Zillow's strategic direction.

What is Follow Up Boss (FUB)?

Last updated April 27, 2026

Follow Up Boss (FUB) is a real-estate-specific CRM platform used by US teams to capture, route, and follow up with leads from a wide range of sources (Zillow, Realtor.com, IDX websites, paid ads, open houses). Its strengths are speed-to-lead automation, action plans (drip campaigns), team-routing rules, and a lightweight interface that ISAs and agents will actually use.

Also called: FUBFollow Up Boss CRM

The plain-English definition

Follow Up Boss is the CRM that sits at the center of a lot of US real estate teams. Its job is to capture leads from wherever they come in (Zillow, Realtor.com, the team's IDX website, paid ad funnels, open-house sign-in sheets), route them automatically based on rules the team sets up, and run automated follow-up sequences so leads don't fall through the cracks.

What makes FUB different from a generic CRM like HubSpot or Salesforce is that it's built around the specific shape of a real estate workflow: lead source attribution that includes the major listing portals, action plans tuned for the way a real estate lead converts (typically over weeks or months, not minutes), and a lightweight mobile app that agents will actually open between showings.

For an ISA on a real estate team, FUB is where they live — running call lists, sending text follow-ups, logging conversations, booking appointments, and routing qualified leads to licensed agents. For a listing coordinator or TC, FUB is the communication record — every email and text logged against the right contact and deal.

What FUB actually does day-to-day

The core capabilities most teams use:

Lead capture

FUB integrates with most major lead sources via direct API or email parsing. New Zillow lead? Comes into FUB within seconds with the lead's name, contact info, and the property they were looking at. New form fill on the team's website? Same. Open-house sign-in via a tablet app? Same.

Routing rules

Teams configure who gets new leads based on rules: lead source, geography, price range, time of day. A common pattern: weekday-daytime leads go to the ISA pool with round-robin distribution; nights and weekends auto-route to whoever is on duty; leads above a certain price point bypass the ISA and go straight to a senior agent.

Action plans (drip campaigns)

Pre-built sequences of emails, texts, and tasks that fire when a lead matches certain criteria. A new-lead action plan might span 30 days with 6–10 touches; a buyer who just went under contract gets a different action plan with 3–4 reassuring updates; a past client gets a quarterly “just checking in” plan.

Phone & texting

FUB has a built-in dialer and a text inbox. Calls are automatically logged against the contact. Texts are tracked. Voicemails get transcribed. This is the daily workspace for an ISA.

Pipeline / deals

Once a lead converts to a contract, FUB tracks them through deal stages (under contract → pending → closed). TCs use this view to keep the agent updated on file status.

Reporting

Speed-to-lead reports, lead-source ROI reports, ISA performance reports (calls/day, texts/day, set rate), agent conversion reports. The reporting is light by enterprise standards but tuned to real estate KPIs.

How a VA operates inside FUB

The most common PHVA-placed roles inside FUB:

ISA (Inside Sales Agent)

Lives in FUB all day. Pulls call lists from the dashboard. Calls and texts new leads within minutes. Logs every conversation in the contact record. Books appointments directly into the agent's calendar via the integration. Tags qualified leads. Reassigns or nurtures unqualified leads.

Database manager

Cleans the database. Fixes duplicates. Tags contacts properly (buyer, seller, past client, sphere, lead source). Removes bad records. Audits action-plan placement. This role is invisible until you skip it for 6 months and the database becomes useless.

TC (Transaction Coordinator)

Uses FUB as the communication record alongside the brokerage's transaction platform. Logs every email and call against the deal. Sends weekly client updates from FUB so they're tracked. Closes the deal in FUB when it records.

Listing coordinator

Uses FUB to send the weekly seller update emails, log showing feedback against the listing, and trigger the seller-side action plan that runs throughout the listing's active period.

Common mistake: hiring a VA into FUB without giving them a clean action-plan library. If your action plans are a mess (duplicate plans, plans that haven't been edited in 3 years, plans nobody on the team understands), the VA's first week will be spent trying to figure out which plan to use when. Audit and consolidate the action-plan library before placement, not after.

FUB integrations that matter

FUB plays nicely with most of the tools a real estate team uses. Common integrations that affect how a VA works:

MLS / IDX websites: lead capture from the team's IDX site flows directly into FUB. Listing-saved-search data syncs to client portals.
Calendly / Google Calendar: appointment booking flows through FUB into the agent's actual calendar. ISAs book without having to switch tabs.
Zapier: extends FUB to almost anything. Common Zaps: open-house sign-ins from a tablet app to FUB; SMS marketing platform syncs; social-media-form submissions.
BombBomb / Loom: video email integration for personalized outreach.
Zillow Premier Agent / Realtor.com Connections Plus: paid lead programs feed directly into FUB with attribution.
Sisu, Brokermint, Skyslope: transaction management platforms that pair with FUB on the deal side.

What separates a great FUB operator from a mediocre one

They keep the database clean. Duplicates flagged within 24 hours. Tags consistent. Stages updated in real time, not retroactively.
They understand action-plan logic. They know which plan fits which lead source, when to enroll, when to pause, when to remove.
They log conversations the same day. Not three days later from memory. Not at the end of the week.
They use the smart lists, not the saved searches from 2021. A great operator audits their saved views quarterly.
They report patterns, not just numbers. “Speed-to-lead is up” is a number. “Speed-to-lead is up because new leads from the Zillow integration are auto-routing to the on-duty ISA, but Realtor.com leads are still going to the round-robin pool with a 4-hour average response — we should fix the routing rule” is a pattern. The pattern is what gets the agent's attention.

Related glossary terms

Frequently asked questions

Do I need to give my VA full admin access to FUB?

No. FUB has role-based permissions. A typical VA placement gets agent-level access (can read/write contacts, send emails/texts, log activities) without admin privileges (settings, billing, user management). Admin access stays with the team lead or operations manager.

Can a VA make outbound calls through FUB?

Yes. FUB's built-in dialer works wherever the user is. Many PHVA-placed ISAs run their entire call day through the FUB dialer. Call quality is a function of the VA's internet (PHVA Academy graduates have backup connections built into their setup) and the calling number being a US-based local number, which FUB handles natively.

How long does it take a new VA to be productive in FUB?

An Academy-trained VA who already knows FUB conventions can be productive on a new team's FUB instance within 2–3 working days. The platform UI is consistent across teams; what changes is the action-plan library, the lead-source mix, and the team-specific tagging conventions.

Should I switch from FUB to something else?

If you're using FUB and getting value, no. The cost of switching CRMs is high — data migration, action-plan rebuilding, team retraining, integration reconfiguration. Switch only if FUB is meaningfully blocking growth (rare) or if a different platform offers something FUB structurally can't (e.g., wanting a single all-in-one platform with built-in IDX, in which case KvCORE or Sierra Interactive may fit).