Comparison of amoCRM vs Kommo CRM for a 15–20 User Real Estate Team

Overview: amoCRM and Kommo CRM are essentially the same platform (amoCRM was rebranded as Kommo for the global market). Both offer a messenger-focused CRM solution ideal for sales teams, with similar features and pricing structures. Below, we compare their capabilities and costs for a real estate company (15–20 users, mostly sales agents), focusing on WhatsApp integration, automation, real estate listing management, and integration with Meta (Facebook/Instagram) and Google Ads. We also provide a detailed pricing breakdown in USD and conclude which offers better value for this use case.

WhatsApp Integration Capabilities

Both amoCRM (Kommo) provide robust WhatsApp integration via the official WhatsApp Business API:

• Unified Inbox: WhatsApp messages can be sent and received directly within the CRM’s unified inbox alongside other channels. Every WhatsApp conversation is linked to the corresponding lead/contact record, centralizing all interactions (calls, emails, chats) in one place.

• Multi-Agent Access: You can connect a WhatsApp Business API number to the CRM and have multiple sales agents handle chats concurrently. Once WhatsApp is connected, the whole team can respond to customer inquiries from within the CRM interface. Agents can even collaborate on a single WhatsApp thread (internal notes, assigning chats) without the customer noticing multiple users.

• Broadcasts & Chat Automation: Kommo (amoCRM) transforms WhatsApp into a sales channel with features like message broadcasting and chatbots for automating FAQs or responses. For example, sales teams can send a single templated message to many WhatsApp contacts at once (using WhatsApp-approved message templates). Automated reply bots can handle initial queries or off-hours messages.

• Integration Requirements: WhatsApp integration is available on the Base plan – no upgrade is required, just to connect messaging channels. However, using the official API typically involves registering a WhatsApp Business API account through a provider (which may incur separate WhatsApp message fees outside the CRM). The CRM provides the interface and automation for WhatsApp, but Meta’s WhatsApp API costs (pay-per-message tiers) would apply as you scale conversations (this is true for both amoCRM and Kommo).

Overall, both CRMs offer identical WhatsApp capabilities. The integration is a strong point: it allows real estate agents to chat with leads on WhatsApp without leaving the CRM, log all interactions, and even automate parts of the conversation flow – extremely useful given WhatsApp’s popularity in client communications.

Automation Features (Lead Routing, Follow-ups, Triggers)

Both amoCRM and Kommo include an automation engine (called Digital Pipeline automation or Salesbot) to streamline lead management. Key automation features relevant to a 15–20 person real estate sales team include:

• Trigger-Based Workflows: The CRM can automatically launch actions when certain events occur or conditions are met. For example, you can “launch messages and emails based on scheduled or behavior-based rules” (e.g., send a follow-up email 1 day after no response, or an SMS when a lead’s status changes) You can also “trigger workflows based on rules, such as setting a task when a client is assigned to a user,” This means when a new lead comes in or moves stages, the system can auto-assign a task or reminder to an agent, send a thank-you message, etc., without manual intervention.

• Lead Assignment (Round-Robin): Both systems support automated lead routing to evenly distribute leads among the sales agents. Using the Salesbot’s new Round-Robin feature, you can automatically rotate the assignment of incoming leads in a circular sequence. For instance, lead 1 goes to Agent A, lead 2 to Agent B, and so on, ensuring fair lead distribution across your 15–17 agents. This prevents any single agent from being overloaded and speeds up response times.

• No-Code Bot Automation: In the Advanced plan, you can create custom “Salesbot” automations without coding. These bots can perform actions like sending templated messages, updating fields, moving deals to a different stage, or notifying managers based on triggers. For example, a bot could detect when a lead replies with certain keywords (like “interested”) and automatically update the lead status or send a predefined reply. These automations help ensure consistent follow-ups, crucial in real estate where timely responses to inquiries can make the difference in closing a deal.

• Reminder and Task Automation: Agents can rely on automated tasks and alerts. The CRM allows setting up rules like: if a lead stays in a “Contacted” stage for 3 days without an update, auto-create a task for the assigned agent to follow up. Such time-based triggers ensure no lead falls through the cracks in a high-volume environment.

Plan requirement: Note that most advanced automation (Salesbot, triggers, custom workflows) requires the Advanced plan (as opposed to the Base plan). The Base plan primarily gives the unified pipeline and communications, but “bots and automations” are a highlight of the Advanced tier. Thus, for a team that wants lead routing and automated follow-ups, the Advanced plan would be needed on either platform.

In summary, amoCRM/Kommo’s automation features are powerful for a real estate use case, enabling automated lead assignment, instant responses, and routine task creation. This helps a 15+ sales team operate efficiently and consistently follow up with prospects.

Real Estate Listing Management (Properties, Matching, Catalogs)

Out-of-the-box, neither amoCRM nor Kommo has a dedicated real estate listing module (they are general-purpose CRMs). You can create custom fields or pipelines to track properties, but the native functionality is limited for property catalogs. However, there is a specialized add-on solution that addresses this need on the platform:

• Real Estate Solution Add-on: A third-party extension (by RocketSales) integrates with amoCRM/Kommo to provide property and listing management within the CRM. This add-on allows you to “manage the unlimited base of clients and properties right in your CRM system.” In practice, it adds a Properties section to the CRM where you can input property listings (with details like photos, type, price, etc.) and link them to leads/clients.

• Property–Buyer Matching: With the add-on, agents can attach one or multiple properties to a buyer’s lead profile and even generate a catalog link to share with the client. For example, an agent can select a set of apartments that match a buyer’s criteria, and the system creates a custom web catalog (via short link) that can be sent via email or WhatsApp to the client. The client can view property details, and their interactions (e.g., opening the link, viewing specific properties) are tracked in the CRM. This streamlines the process of offering listings to clients and monitoring their interest.

• Status Tracking: The solution also lets you track the status of each property (available, under offer, sold, etc.) and see all client requests related to a property. Within a lead, the agent can see which properties have been offered and the client’s feedback, helping match buyers to listings more effectively. Essentially, it brings basic MLS-like functionality into the CRM.

• Cost of the Add-on: The Real Estate Solution is a paid add-on. Pricing is about $23 per user per month for this extension (licenses for amoCRM/Kommo are purchased separately). This means if all 15–20 users need access to the property module, it adds roughly $345–$460 per month on top of the CRM subscription. There is a 14-day free trial to evaluate it. The provider also offers an optional maintenance/support package for $850/month for customization and tech support, which is likely only needed if you desire dedicated assistance.

Evaluation: Without the add-on, amoCRM/Kommo can still be used by a real estate team, but agents would have to manually manage property listings (e.g. as separate “Product” entities or just as notes/attachments), which is not ideal. The Real Estate Solution add-on is a significant enhancement for this use case, allowing the CRM to function more like a real estate-specific system (property inventory, client-property matching, catalog sharing). Both amoCRM and Kommo can utilize this extension equally – it’s compatible with either (since the underlying platform is the same). Keep in mind the extra cost; however, if closing even a few additional deals due to better organization, it may justify the expense.

Integration with Meta (Facebook/Instagram) and Google Ads

Both CRMs integrate well with social media lead sources and advertising platforms, enabling you to capture leads from online campaigns and also remarket to leads via ads:

• Facebook Lead Ads Integration: amoCRM/Kommo offers a built-in Facebook Lead Ads integration. This allows leads generated through Facebook or Instagram ad campaigns (Lead Form ads) to automatically flow into the CRM without manual importing. Once you connect your Facebook account and ad forms to the CRM, “Kommo has an integration that automatically grabs leads directly from Facebook Lead Ads, so all that goodness is sent straight to Kommo.” In practice, every time a prospect submits a lead form (e.g, for a property inquiry ad on Facebook/Instagram), a new lead is instantly created in the CRM with the form data. This is extremely useful for real estate marketing – your agents can follow up with Facebook leads in real time while they’re still warm. There’s no need for Zapier or manual CSV exports; the integration is native and unlimited (you can connect multiple lead forms)

• Facebook/Instagram Messaging: In addition to lead form capture, the CRM’s unified inbox supports Facebook Messenger and Instagram DM integration. You can connect your Facebook page inbox and Instagram Business account, allowing agents to reply to Facebook messages or Instagram direct messages from within the CRM, just like with WhatsApp. Kommo’s inbox “pulls in conversations from popular channels like WhatsApp, as well as Instagram comments, story reactions, and DMs”– and similarly, Facebook Messenger chats. All these interactions are linked to lead/contact records, so if a prospect messages your real estate agency’s Facebook page or comments on an Instagram post, the conversation can be tracked and continued through the CRM. This ensures your social media inquiries are handled alongside other leads.

• Meta Ads Remarketing: While not a direct feature in the base CRM, you can use the platform in conjunction with Facebook’s Custom Audiences for retargeting leads. For example, through integrations or exporting segments, you could create a Facebook Custom Audience of CRM leads (e.g., all leads marked as “Interested – No Response”) and serve them property ads. (This isn’t as “one-click” as the Google Ads integration below, but it’s doable with the data you have in CRM. There are also integration tools like Zapier/Make that can sync CRM contacts to Facebook Custom Audiences automatically.)

• Google Ads Integration: Kommo (amoCRM) provides a built-in Google Ads integration for marketing automation. This unique feature allows you to automatically add leads to Google Ads customer lists based on their stage in the sales pipeline. In effect, the CRM can trigger Google Ads remarketing campaigns: “whenever a lead is moved to the selected stage, it will be added to your Google Ads campaign; if the lead moves out, it’s removed from the audience,” For example, once a lead is marked as “Visited Property” stage, you could have the system include that lead’s email/phone in a Google Ads Customer Match audience and show them ads for similar listings or mortgage offers. This keeps your brand “top-of-mind” for leads in different stages. To use this integration, you need at least the Base plan and a Google Ads account eligible for Customer Match, but there’s no extra cost from the CRM side – it’s a built-in feature by Kommo. This is a valuable tool for real estate marketing, as it automates retargeting to nurture leads through long sales cycles.

• Other Integrations: Both CRM versions have a marketplace with 100+ integrations. You can connect other tools like Google Analytics, call tracking systems, real estate portals (via API or plugins), etc., to further streamline your marketing and sales. For instance, Zillow/Trulia leads could be brought in via an extension or Zapier, and you can integrate with Google Calendar for scheduling property viewings, etc. The CRM’s open API allows custom integrations if needed.

Summary: For social media and advertising, amoCRM/Kommo covers the bases: direct capture of Facebook/Instagram leads, integration of social messaging, and even automated ad targeting for CRM leads in Google Ads. These capabilities help a real estate team both fill the pipeline (capturing leads from Meta platforms) and increase conversion (by nurturing leads with retargeting ads).

Pricing Breakdown (15–20 Users Team)

amoCRM and Kommo use the same subscription pricing structure for their CRM plans. Pricing is per user, with three tiers available (Base, Advanced, Enterprise). The vendor typically bills in multi-month packages (minimum 6 months commitment on the global plans). Below is a breakdown of the costs in USD for a team of 15–20 users:

• Billing Terms: These prices are typically billed semi-annually or annually rather than month-to-month. For example, at $15/user, a Base plan user is billed $90 for 6 months upfront. Similarly, Advanced is $150 per user for 6 months, and Enterprise $270 per user for 6 months. There is no additional setup fee for either CRM; you simply pay for the user licenses. A free 14-day trial is available to test all features before committing.

• Volume Discounts: There are currently no official bulk discounts for 15–20 users on the standard pricing. The cost scales linearly with the number of users. (In practice, if you needed 50+ users or longer commitments, you might negotiate with the vendor or a reseller, but for 15–20 users, the list price applies.)

• amoCRM Regional Pricing: It’s worth noting that amoCRM’s pricing in its home market (CIS countries) is listed in local currencies and, when converted, can be lower due to exchange rates. For instance, the Base plan is 599 RUB per user/month in Russia, which is roughly $7–8 USD at recent rates. Advanced is 1,099 RUB (~$13–15). However, these local prices are typically available only if you are billed through the Russian/Ukrainian offices in local currency. For a company in Dubai paying in USD, you would be using the global Kommo pricing ($15/$25/$45). Thus, for practical purposes, both amoCRM and Kommo will cost the same for your team if paying in USD.

• Total Cost Estimates: For a 15-user team, expect to pay $3,375 per 6 months on the Advanced plan (15 users × $25 × 6 months) – approximately $562.50 per month average. For 20 users on Advanced, it would be $4,500 per 6 months (≈$750 per month). If you only need the Base plan features, 15 users would be $2,025 per 6 months ($337.50/mo), and 20 users $2,700 per 6 months ($450/mo). Enterprise for 20 users runs higher at $8,100 per 6 months (~$1,350/mo). These figures exclude the real estate add-on discussed earlier. If you add the Real Estate Solution ($23/user/mo), that would roughly add another $345 (15 users) to $460 (20 users) per month on top. So an Advanced plan + property add-on for 20 users could come to around $1,210 per month in total.

All prices above are in USD as requested, and we have converted/aggregated them for clarity. There are no other mandatory fees – the CRM includes support and updates in the subscription. Optional services (like training or customizations from partners) would be extra if needed.

Overall Recommendation: Best Value for a Real Estate Use Case

For a real estate company with 15–20 users, Kommo CRM (the global version of amoCRM) offers better value, largely because it is the most up-to-date iteration of the platform and is tailored for international use. Functionally, amoCRM and Kommo are the same product in almost every respect, so you will get robust WhatsApp and Messenger integration, sales automation, and the ability to manage property listings via extensions, no matter which you choose. There are, however, a few considerations in favor of Kommo:

• Global Support and Updates: Kommo (being the rebranded amoCRM for global markets) is likely to have better support for your region (UAE) and continues to receive new features first. For example, recent innovations like the AI Salesbot and Round-Robin assignment were introduced under the Kommo branding. By choosing Kommo, you ensure you’re on the internationally supported version with full English-language support, documentation, and compliance with Meta’s partner policies (Kommo is a verified Meta Business Partner for WhatsApp/Instagram).

• Pricing Parity: There is no pricing disadvantage to Kommo – the USD pricing is the same, and any minor savings via amoCRM’s ruble pricing would be offset by currency hurdles or lack of local support for your region. In other words, a 15–20 user team will pay roughly the same using the standard plans on either platform (around $375–$500 per month in total for the Advanced tier, as shown above). Since cost is essentially equal, it boils down to features and support, where they are tied, or Kommo has the edge in accessibility.

• Messenger-Focused Selling: Kommo brands itself as “messaging-powered CRM,” and this aligns well with real estate agents who need to constantly engage leads via WhatsApp and social media. The platform’s strength in unifying chats and automating follow-ups is a big plus for your sales agents. Both amoCRM and Kommo excel here, but again, Kommo’s positioning and partner network globally may provide more integrations (or local consultants) specific to WhatsApp marketing, etc.

• Real Estate Extensions: If you plan to utilize the Real Estate Solution add-on for property management, it can be purchased and used on either amoCRM or Kommo. There’s no price difference in the add-on for one versus the other – the key is to ensure your users are on at least the Advanced plan to fully benefit (since managing properties and clients will generate a lot of leads and data, and Advanced/Enterprise plans have higher allowances and automation capabilities needed for the add-on to work smoothly). Again, Kommo being the global version might make it slightly easier to get support from the add-on provider in English, but both are supported.

When might one consider amoCRM? If your team had a strong presence in a region where amoCRM (the Russian/CIS version) is sold and you had local partners there, you might consider buying through them to potentially get a localized price. However, given that your company is in Dubai and aiming to integrate with Meta and Google services, Kommo is the straightforward choice. It avoids any limitations or complications that might arise from using a region-specific edition.

Bottom Line:

Go with the Kommo CRM Advanced plan for your 15–20 user real estate team. It will provide full WhatsApp integration (critical for communicating with clients), powerful automation for lead assignment and follow-ups, and seamless integrations with Facebook/Instagram leads and Google Ads. The pricing for 15–20 users is reasonable for the value provided, and adding the real-estate listing module (if needed) will turn the CRM into a one-stop solution for both lead and property management. Since amoCRM and Kommo are functionally the same, there is no feature advantage one has over the other, but Kommo’s global infrastructure and support make it a better fit for your use case. In terms of value, Kommo delivers the same rich feature set as amoCRM while being geared for your market, ensuring you get maximum return on investment through better adoption and fewer integration hurdles.