The verdict in three sentences
In 2026, an agency network chooses between a market CRM (Reapit/Alto at 45-79 EUR/user/month, Salesforce from 150 USD/user/month) and a custom transaction platform at 80-190k EUR one-off. Market tools win on setup and maintenance; custom wins once you want a specific mandate workflow, full ownership of the prospect base and zero hidden commission on leads. Custom break-even: 4 to 6 years for a network of 20 agents or more.
Full 5-year cost
The per-user price is misleading: add modules, onboarding and, with some vendors, a commission on generated leads.
| 2026 item | Reapit / Alto | Salesforce RE Cloud | Custom |
|---|---|---|---|
| Price / user / month | 45-79 EUR | 150-300 USD | 0 |
| 20 users / year | 10,800-19,000 EUR | 33,000-66,000 EUR | 0 |
| Upfront setup | 1,500-5,000 EUR | 15,000-40,000 EUR | 80,000-190,000 EUR |
| Annual maintenance | included | included | 15 % of one-off |
| Lead commission | possible | variable | 0 |
| Data ownership | vendor | vendor | you |
| 5-year cost (20 users) | 55,500-100,000 EUR | 180,000-370,000 EUR | 140,000-333,000 EUR |
Against Reapit/Alto, custom stays pricier over 5 years for 20 users; against Salesforce, it becomes competitive from year 3.
The decision points that settle it
Cost is not the only criterion. Here are the factors that tip a network toward custom.
| Criterion | Market solution | Custom |
|---|---|---|
| Mandate workflow | standardised | 100 % specific |
| Solicitor / survey interconnection | limited | dedicated API |
| Portal API (Rightmove, Zoopla) | included | built in, no surcharge |
| Lead ownership | vendor | network |
| Feature evolution | vendor roadmap | on demand |
| Multi-branch / inter-branch commissions | rigid | modellable |
For a network wanting to interconnect solicitors and surveyors and model inter-branch commissions, no standard solution covers the need without compromise.
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Mini case study
Elodie runs a 6-branch network (32 agents). On Alto at 65 EUR/user/month she pays 24,960 EUR a year, i.e. 124,800 EUR over 5 years. She considers a custom CRM at 150,000 EUR + 15 % maintenance (22,500 EUR/year), i.e. 262,500 EUR over 5 years. Pricier on paper, but custom gives her ownership of 32,000 prospect contacts, removes vendor dependency, and models her inter-branch commissions (a 40-hour-a-month Excel chore). At 32 agents growing toward 45, her break-even drops to 4.5 years. Verdict: she launches custom with a 90,000 EUR sales MVP, then phases the rest.
FAQ
What do Reapit and Alto really cost in 2026? Between 45 and 79 EUR per user per month, plus setup (1,500-5,000 EUR) and possible add-ons. For 20 agents, budget 11,000 to 19,000 EUR a year.
Why choose a custom real estate CRM over Salesforce? Salesforce Real Estate Cloud starts at 150 USD/user/month, i.e. 36,000 USD/year for 20 users. Custom removes that subscription, gives you data ownership and turns competitive from year 3.
From what size does custom make sense? From 20 agents, especially in a multi-branch network with inter-branch commissions and specific solicitor/survey interconnections.
Can we migrate from Reapit or Alto without losing history? Yes, via API or CSV export of mandates, contacts and history. Plan 3 to 6 weeks of data migration in the project.
What is the custom break-even? For a network of 20 agents or more, the break-even sits between 4 and 6 years depending on the compared solution; sooner against Salesforce.
Let's scope your project. Tell us your agent count, current tool and target interconnections (solicitor, survey, portals): we price the custom vs market break-even. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
