Three names come up again and again when a UK agency is choosing a CRM: Alto, Reapit and Street. They are built for different agencies. The right choice therefore depends on your size and on how you work. It depends much less on a list of features. This is a straight three-way for small and mid-sized sales and letting agencies. For the wider field, including budget and lettings-heavy options, see our estate agent CRM comparison.
| CRM | Built for | Stands out for | Watch out for |
|---|---|---|---|
| Alto | Modern cloud-first independents, lettings included | Native Zoopla integration; widely used | Owned by Zoopla; no public pricing |
| Reapit | Multi-branch groups and corporate agencies | Depth, automation and an app ecosystem | Enterprise cost; more than most independents need |
| Street | Growth-focused sales independents | The most AI-integrated CRM in the market | Newer; pricing not published |
| Bespoke (ESRE) | Mixed sales, lettings, commercial or holiday-let books | One system, you own it, no per-negotiator fees | Costs more upfront; built in weeks |
None of the three publishes pricing; all three quote per agency. Budget on that basis. Then ask each one for a written quote, for the same number of branches and users. You can then compare them fairly.
This is the classic "am I big enough for Reapit?" question. Reapit is the platform for a large UK agency. It handles sales, lettings and property management across many branches. It automates much of the work, reports across branches, and connects other tools through Foundations. That depth is genuine, and so is the cost. For a single office or a small group, it is usually more platform than the work requires.
Alto is the more natural fit for a modern independent. It runs fully in the cloud. It connects well to the Zoopla portal, because Zoopla owns it. It covers clients, marketing and property records, with none of the weight of a large-agency platform. You may run one to three branches and be choosing between the two. The honest answer is usually Alto. Choose Reapit only if you need its size and its deeper automation.
Both target independents, but they lead with different things. Alto leads with Zoopla integration and a proven, widely used platform. Street leads on AI. It writes a first listing from your photos and floor plans. It has an AI photo editor in the CRM. It answers calls out of hours. It writes a summary of a sale. It also gives you a client app with your own name on it. If winning instructions and cutting admin time through automation is your priority, Street is the more forward-leaning choice. If your lettings book leans on Zoopla and you want a settled, well-trodden system, Alto is the safer one.
Lettings changes the calculation, because compliance depth matters more than sales-side AI. A small letting agency wants dependable tracking of gas safety certificates, EPCs and deposit protection deadlines, tenant referencing, and rent collection. Alto handles lettings inside the Zoopla family, and most agencies choose it. Reapit can do the work, but it is usually too large for a small book. Street is strongest on sales. An agency with many lettings should therefore test the Street lettings screens against its own way of working first. Your book may mix sales, lettings and something less usual. Commercial units, holiday lets or block management. None of the three covers all of that well. A build of your own earns its place there.
Alto is owned by Zoopla (Houseful group), as is Jupix. That brings strong native Zoopla integration, which is a real advantage if Zoopla is your main portal. It also means your CRM supplier and one of your portal suppliers are the same company. Some agents find that convenient; others prefer to keep the two separate. Reapit and Street are independent of the portals. It is worth a moment's thought rather than a dealbreaker either way.
Alto, Reapit and Street differ in size and in features. They agree on one thing. You rent, and the price follows your headcount or your branches.
That works because your data lives in their form. An export gives you rows, not a working system, so the cost to move is high and the yearly rise is safe.
We build the other way. Your agency owns its system, its data and the machine it runs on. Every agency we build for shares one foundation. You pay only for the part that is yours, and there is no licence for each negotiator.
We explain how that changes the market in what does an interoperable software market look like. We set out the cost in what does it cost to own and run your own systems.
Each of the three assumes an agency of a certain shape. Yours may not fit. You may mix sales, lettings and commercial. You may pay commission in an unusual way. You may want to own the portal your clients use. A system built around your own way of working removes those problems, and the licence cost for each negotiator. You can try ESRE's working estate agent system, no login, from the estate agent software hub.
For most small letting agencies, Alto. It covers lettings within the Zoopla ecosystem without Reapit's enterprise cost and complexity, which is usually more than a small book needs. Choose Reapit only if you are scaling toward multi-branch operations.
None of the three publishes pricing; each quotes per agency based on branches and users. Ask all three for a written quote, for the same number of branches and users. Also ask whether the Rightmove and Zoopla feed costs are in the price, or charged on top.
Street uses AI more than the other two. Its CRM writes a first listing, edits photos, answers calls and writes a summary of a sale. Alto and Reapit are strong platforms but do not lead on AI in the same way.