Cloze Pricing, Reviews, and Honest Pros & Cons (2026)
A 5-person real estate team paying $17/mo per agent sounds like a steal - until you realize MAIA (the flagship AI assistant) doesn't unlock until $42-$49.99/user/mo. That gap between Cloze's pricing tiers and what most people think they're buying is where a lot of the frustration starts.
We've dug through Capterra reviews, G2 ratings, Reddit threads, and the actual pricing page to give you the full picture.
30-Second Verdict
Cloze is a solid AI-forward CRM for solo real estate agents. The Pro plan at $17/mo billed annually is genuinely hard to beat for passive contact management. It holds a 4.4/5 from 16 Capterra reviews and a 3.7/5 from 33 G2 reviews, and eXp Realty selecting Cloze for its roughly 81,000 agents is meaningful validation.
Cloze also picked up an Inman AI Award and T3 Sixty Best-in-Class recognition, which tracks with the product's pivot toward real-estate AI since the MAIA launch - meaning older reviews from 2023-2024 may not reflect what you'd experience today.
But here's the thing: MAIA, the AI assistant everyone's excited about, requires Business Platinum at $42/user/mo (annual) or $49.99/user/mo (month-to-month). And if you're not in real estate, you'll likely want a different CRM entirely (here are more examples of a CRM by use case).
Cloze Pricing Breakdown
Here's what Cloze actually charges:
| Plan | Annual (per user/mo) | Month-to-Month |
|---|---|---|
| Pro | $17 | $19.99 |
| Business Silver | $21 | $24.99 |
| Business Gold | $29 | $34.99 |
| Business Platinum | $42 | $49.99 |
A 14-day free trial with no credit card gets you in the door. Watch for the add-ons that inflate your bill.
Concierge Service runs $20/user/mo with a $500/mo minimum - priority support, training, a dedicated CSM, and import/integration help. Realistically designed for teams of 25+ because of that minimum.
User archiving on Platinum includes 5 free past team member archives. Beyond that, it's $5/archive/mo or $50/archive/yr.
What a 5-Person Team Actually Pays
Let's do the math most pricing pages hope you won't:
- Gold (annual): 5 x $29 = $145/mo ($1,740/yr)
- Platinum (annual): 5 x $42 = $210/mo ($2,520/yr)
- Platinum + Concierge: $210 + $500 = $710/mo ($8,520/yr)
That last number is real money for a small brokerage. And you need Platinum to get MAIA.
What Each Plan Unlocks
Instead of pretending every feature maps cleanly to a tier, here's what actually changes buying decisions:
- Pro - Built for individuals who want passive contact management at the lowest price point.
- Silver - Adds team-oriented capabilities so you can run it with multiple users.
- Gold - SMS tracking is gated behind Gold or higher, which is a common "surprise" in reviews.
- Platinum - MAIA is Platinum-only. If you're buying Cloze for the AI assistant, you're buying Platinum. Period.
What Users Praise
Truly passive contact management. A Capterra reviewer nailed it: Cloze is the "closest thing to set it and forget it." It auto-captures interactions from email, phone, and calendar without constant manual data entry. For agents who hate CRM busywork, this is the killer feature.
MAIA is genuinely capable. Per Inman's review, MAIA can summarize lengthy client emails, draft responses with specific terms, generate property marketing via Canva, and launch Dotloop loops - all through voice or text. It even supports MCP for Anthropic Claude workflows. This isn't a chatbot bolted onto a CRM; it's integrated into the task layer (similar to what teams look for in AI tools for automating sales follow-ups).
Big-brokerage validation. eXp Realty has roughly 81,000 agents and selected Cloze for its CRM of Choice program. Windermere and Baird & Warner have also used Cloze. That's not a toy.
A realtor on Reddit called the daily agenda a "gamechanger" during their trial - automated reminders about who to follow up with, surfaced without any configuration. On G2, 66% of reviewers give Cloze 4 stars or higher, with the strongest praise going to automation and relationship intelligence.
Importing thousands of contacts into Cloze without verification is how you end up with 12,000 bloated records and bounced emails. Prospeo's enrichment returns 50+ data points per contact at 98% email accuracy - so every record in your CRM is actually reachable.
Verify and enrich your contacts before they touch your CRM.
Where Cloze Falls Short
The UI works fine for solo agents but gets clunky fast for teams. A Reddit user managing 5 Cloze seats put it bluntly: it "does all we need" but is "clunky and hard for the team to learn all the tricks." Unlike Follow Up Boss, which is built around team workflows and lead routing from day one, Cloze can feel like a solo tool that bolted on team features later (common sales pipeline challenges show up fast when adoption drops).
G2 reviewers pile on the navigation: poor search functionality, no breadcrumbs, and "near illegible threading" with tiny fonts. One Capterra reviewer reported needing to reinstall the app every 3-4 months, including iTunes, just to keep it working. For a tool you're supposed to live in daily, that's a real usability gap.
Contact imports can explode your database. One Reddit user imported contacts from email and phone and watched their database balloon from ~450 to 12,000 contacts. Cloze automatically merges records that share the same email or mobile number, which helps reduce duplicates - but the initial import shock is real, and cleaning up the mess isn't fun.
Cloze isn't an enrichment or verification tool, either. If you're dealing with import bloat or stale data, we've found that running an export through Prospeo's enrichment before reimporting catches bad emails and fills in missing fields - 50+ data points per contact at a 98% email accuracy rate (more options in our guide to data enrichment services).
Feature gating frustrates buyers. MAIA requires Platinum. SMS tracking requires Gold. If you sign up for Silver expecting the AI assistant from the marketing site, you'll be disappointed fast.
Non-real-estate users feel sidelined. A G2 reviewer called features "hard-wired and realtor focused." If you're not in real estate, the workflows, integrations, and terminology fight you at every turn.
Our Hot Take
Cloze Pro at $17/mo is the best passive CRM value in real estate right now. Full stop.
But the moment you need MAIA, you're paying Platinum prices that put you in Follow Up Boss territory - and Follow Up Boss offers a dialer (as an add-on), lead routing, and team workflows out of the box. Cloze is only worth the Platinum premium if your team will actually use the AI daily. In our experience, most won't.
Who Should Buy (and Who Should Skip)
Good fit: Solo real estate agents on Pro ($17/mo is a bargain), RE teams with budget for Platinum who'll use MAIA daily, and agents already in the eXp or Windermere ecosystem.
Skip it if you're not in real estate (try HubSpot's free CRM or Nimble at ~$25/seat/mo), your team needs a built-in dialer or lead routing (Follow Up Boss handles this better), or you want MAIA but can't justify $42+/user/mo (if you're doing outreach, pair your CRM with solid sales follow-up templates).
Quick Alternatives
| CRM | Price | G2 Rating | Best For |
|---|---|---|---|
| Follow Up Boss | $49/user/mo | 4.6/5 (115 reviews) | Phone-first RE teams |
| Wise Agent | $32/mo for 5 users | 3.6/5 (15 reviews) | Budget small teams |
| HubSpot CRM | Free tier available | - | Non-RE users |
Follow Up Boss is the strongest alternative for real estate teams that need phone-first workflows. Wise Agent wins on raw value for small teams on tight budgets (see more Wise Agent alternatives if you're shopping).
No CRM fixes bad data. Whether you pick Cloze at $17/mo or Platinum at $42/mo, stale emails and missing phone numbers kill your outreach. Prospeo refreshes 300M+ profiles every 7 days and finds verified mobiles with a 30% pickup rate - at roughly $0.01 per email.
Stop paying for a CRM full of dead contacts.
FAQ
How much does Cloze cost per month?
Cloze ranges from $17/user/mo on Pro (annual) to $42/user/mo on Platinum (annual). Month-to-month runs $19.99-$49.99. There's no free plan - only a 14-day trial with no credit card required.
Is Cloze only for real estate?
Technically no, but practically yes. Integrations like Dotloop, Cloud CMA, and HomeSpotter are real-estate-specific, and G2 reviewers outside real estate consistently report friction with hard-wired realtor workflows. Non-RE teams are better served by HubSpot or Nimble.
Can I clean up Cloze contact data with a third-party tool?
Yes. Export your contacts, run them through an enrichment tool to verify emails and fill in missing data points, then reimport the cleaned list. It fixes the import bloat Cloze doesn't address natively.
Is Cloze worth it without MAIA?
For solo agents, absolutely. The Pro plan at $17/mo delivers passive contact management and automated follow-up reminders that most competitors charge $30+ for. You only need Platinum if AI-drafted responses and voice-driven task management are daily requirements for your workflow.