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Comparing lead management for estate agents
Four types of vendor, and they don't do the same job. What to look for, which questions to ask, and when KeyVue is not the right choice.
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If you are comparing lead management for an estate agency, you are comparing four kinds of supplier that each do different work: lead tools that capture and follow up leads, agency software that keeps the file, back-office platforms for running the business, and general email platforms. Decide first which question you need answered, and only then compare features and prices.
Four kinds of supplier
The names that come up when you start looking are often lumped together. Sort them by the work they do and you see faster what they will and won't solve for your agency.
| Kind | What it does | Examples | Where it stops |
|---|---|---|---|
| Lead tool | Captures leads with a widget or form and follows them up with flows, sometimes with call-backs | BNDL, HousApp, NexxtMove | Knows mainly its own leads; conversion by branch and agent not found on their product pages |
| Agency software | File, property stock and contacts | Realworks, Kolibri | Tracks the instruction, but not where it came from |
| Back-office platform | Processes, invoicing, HR and business reporting, across several sectors | Effytool | Reports mainly on processes, not on where leads came from |
| Email platform | Newsletters and automated email sequences | ActiveCampaign, HubSpot | Not built around address, property or valuation; the price scales with the number of contacts |
KeyVue fits none of the four rows. It is the layer above them: leads from Realworks and your other sources come together in it, are passed on to your marketing platform or your mortgage adviser, and KeyVue records what they produced by source, by branch and by agent. Disclosure: KeyVue is an official partner of Realworks and ActiveCampaign.
Start with the question you need answered
The right supplier depends on the problem you are solving. Three questions agencies often ask first, and the kind of system that goes with each:
| Your question | What you are looking for |
|---|---|
| How do I bring in more valuation requests, and who calls them back? | A lead tool |
| How do my agents get less email and book viewings faster? | A lead tool with an inbox and scheduler |
| Which source produced which sales instruction last quarter, at which branch, and what did I get back from the leads I referred? | A layer above your sources and your software, such as KeyVue |
Many multi-branch agencies ask all three. Then the choice is not either/or: a lead tool brings leads in, and a layer above it measures what they produce.
Six questions for every supplier
Ask these in every demo. The answers show where a system stops faster than a feature list does.
- Which sources come in, and is the source kept on record? "Website" is too coarse. You want to see which form or which campaign produced a lead.
- What goes back to your agency software? Only a notification, or the lead and its status too? Importing leads into Realworks is a standard feature of the Realworks API; how far suppliers take it varies.
- Can you see conversion by branch and by agent? Ask for the screen, not the promise.
- What happens to a lead you refer to your mortgage adviser? Can you still see what became of it, and what commission it carries?
- How is it priced? Per agent, per agency, per branch, per configured process, per integration, per contact or per appointment. Work it out on your own numbers.
- Who does the follow-up? Your own team, or the supplier with its own call script? Both can work, but it decides who speaks to the client.
Pricing models side by side
Every supplier prices differently, which makes a direct comparison hard. The table shows the rates as published on the suppliers' own websites in September 2026, excluding VAT. Check them before you decide; rates change.
| Supplier | How it is priced | Published rate |
|---|---|---|
| KeyVue | Platform fee plus per user, modules separate | €150 per month plus €39 per user; modules €50 to €400 |
| BNDL | Package per agency, extra users and branches separate | Starter €109, Pro €249 per month; extra user €29, extra branch €49 |
| HousApp | Per agent per product, office staff free | Grow €9, Inbox €49, Planner €59, all together €79 per agent per month |
| NexxtMove | Fixed monthly package | €117, €199, €287 or €370 per month |
| Effytool | Per person, plus per configured process and per integration | €9.98 to €55 per person, €400 per process and €150 per integration per month |
Two agencies of the same size can end up paying very different amounts with the same supplier. So always ask for a calculation based on your own number of branches, users and lead sources.
A worked example for KeyVue
An agency with four branches and thirty users pays €150 plus 30 times €39, €1,320 per month in total. With the Reporting module (€400), that becomes €1,720.
Whether that is a lot depends on what it returns. In 2025 a selling agent charged €5,800 in commission on average (Krib, analysis of 23,000 quotes, February 2026). Taking a net margin of 17.5%, one extra sale then yields about €1,015. A €39-per-month user therefore pays for itself with roughly half an extra sale per year. Covering the full €1,720 a month takes more: about twenty extra sales a year across four branches, or five per branch. Work it out on your own numbers, and see the pricing page for the full breakdown.
When KeyVue is not the right choice
KeyVue is built for the entrepreneurial agency owner with several branches who wants to grow and steers by the numbers. In these situations another system fits better:
- You have one branch. KeyVue is not built for the single-office agency. Its value lies in comparing sources, branches and agents, and that needs scale. A simple lead tool fits better.
- You are looking for a viewing scheduler or an AI inbox. KeyVue doesn't schedule appointments or answer email. Look at HousApp, which offers a scheduler and an AI inbox.
- You want to send campaigns and sales proposals from the same system. KeyVue passes leads on to your marketing platform but doesn't run the campaign and doesn't produce a proposal in your house style. NexxtMove does both itself.
- You want someone else to call your leads back. KeyVue doesn't make calls. A model such as LeadAssist from BNDL does.
- You want one system for HR, invoicing and projects. That is the territory of a back-office platform such as Effytool.
- You don't work with Realworks. KeyVue currently synchronises with Realworks. If you use other agency software, ask first what is possible.
Combining instead of choosing
A lead tool and KeyVue are not mutually exclusive. The lead tool captures the valuation request and follows it up, your email platform keeps leads warm, and KeyVue records which of those leads became a sales instruction and at which branch. In a demo, ask how the leads from your current tools reach KeyVue, and what that takes.
Want to see what that looks like for your agency? Book a demo with your own sources and branches.
Frequently asked questions
A lead tool captures leads and follows them up, for example with a valuation check and email flows. Agency software such as Realworks is the CRM and file in which the sales instruction is recorded. The lead tool knows the source, the software knows the instruction; rarely does either know both.
A multi-branch agency needs software that shows conversion by branch and by agent, not just the number of leads. Ask every supplier to show that screen in the demo, and for a price calculation based on your own number of branches and users.
Work out each supplier on your own numbers, because the pricing models differ widely: per agent, per agency, per branch, per configured process, per integration or per contact. A tool that is cheap per user can end up costing more than a fixed package at thirty users.
Yes, they are not mutually exclusive. A lead tool captures leads and follows them up; KeyVue brings together leads from all your sources and shows what they produce by source, branch and agent. In the demo, ask how the leads from your current tool reach KeyVue.