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, so the right pick depends far more on your size and how you work than on a feature checklist. 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 and ask each for a written quote against the same branch and user count so you are comparing like with like.
This is the classic "am I big enough for Reapit?" question. Reapit is the enterprise platform for UK agency: it handles sales, lettings and property management across multiple branches, with deep automation, cross-branch reporting and the Foundations app ecosystem for third-party tools. 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 is fully cloud-based, has strong Zoopla portal connectivity (it is a Zoopla product), and covers client management, marketing and property tracking without the enterprise overhead. If you are choosing between the two as a one-to-three branch agency, the honest answer is usually Alto unless you have a specific need for Reapit's scale and automation depth.
Both target independents, but they lead with different things. Alto leads with Zoopla integration and a proven, widely used platform. Street leads with AI: AI onboarding that drafts a listing from photos and floor plans, an AI photo editor built into the CRM, an AI call handler that answers out-of-hours, an AI sale summary, and a practice-branded client app. 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 within the Zoopla ecosystem and is the common default; Reapit is capable but usually oversized for a small book; Street is strongest on the sales side, so lettings-heavy agencies should test its lettings workflow against their actual processes before committing. If your book mixes sales, lettings and something less standard (commercial units, holiday lets, block management), no single one of the three covers all of it cleanly, which is where a bespoke build earns its place.
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.
If your agency does not fit the assumptions any of the three make (a mixed sales-and-lettings-and-commercial book, an unusual commission model, or a client-facing portal you want to own outright), a bespoke system built around your own workflows removes the compromises and the per-negotiator licence cost. 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 against the same branch and user count, and check whether Rightmove and Zoopla portal feed costs are included or charged separately.
Street is the most AI-integrated of the three, with AI listing onboarding, an AI photo editor, an AI call handler and an AI sale summary built into the CRM. Alto and Reapit are strong platforms but do not lead on AI in the same way.