Gravity Forms Lofty Integration: Real Estate Leads in Seconds

Real estate websites are lead machines. Home search pages, “what is my home worth” forms, open house sign-ups, relocation guides and agent profile pages all end in a form. Most teams build those forms with Gravity Forms because it is flexible and lives on their own WordPress site. Most teams also run their business in Lofty, the real estate CRM that used to be called Chime. This guide shows how to send every Gravity Forms entry to Lofty as a proper lead, with the right agent, the right tags and what the buyer is looking for, without copying anything by hand.

The problem: website leads that wait in an inbox

Speed to lead is everything in real estate. A buyer who fills in a home search form on a Sunday evening has usually also filled in two other forms on other websites. The agent who calls first has the best chance. Yet on many brokerage websites a Gravity Forms entry ends as a notification e-mail. Someone reads it on Monday, types the name, e-mail and phone into Lofty, guesses the lead type, forgets the price range and the neighbourhood, and assigns it to whoever is free. By then the lead is cold, and half of what the visitor told you never reached the CRM.

Copying also creates duplicates. A past client who comes back through the valuation form ends up as a second lead with no history, and the agent who sold them their first home never hears about it. Tags are typed differently every time, so your smart plans and reports miss leads. And nothing tells you which form or which landing page produced the lead.

Gravity Forms on its own cannot fix this. It stores the entry and sends e-mails, but it does not know your Lofty pipeline, your agents or your routing rules. Lofty has its own lead capture tools, but your website forms, with their own design, conditional fields and multi-page steps, are where your visitors already are.

Why automation services and custom code fall short

The usual answers are an automation service in the middle or custom code. An automation service such as Zapier or Make can push a form entry into a CRM, but you pay per task every month, you build and maintain one workflow per form, and the entry data passes through a third company. Dedupe, agent lookup by e-mail, rate limits and retries need extra steps or are not possible at all. Custom code works until the developer who wrote it is gone, or the CRM API changes, which is exactly what happened when Lofty moved to its new Open API and retired the old documentation.

What matters	Lofty add-on	Automation service	Manual copying
Yearly cost	From $39 per year, no per-lead fees	$240 to $600 per year, more with volume	Hours of staff time every week
Time to the CRM	Seconds, when the form is sent	Minutes, depends on the plan	Hours or days
Existing leads	Found by e-mail, then phone, and updated	Extra search steps per workflow	Depends on who types it
Agent assignment	Lofty routing, a chosen agent or the agent of the page	Fixed per workflow	Whoever reads the e-mail
Where the data goes	Your site straight to Lofty	Through a third service	E-mail inboxes
Maintenance	Updates included with the licence	One workflow per form to keep working	None, but nothing is automatic

The Gravity Forms Lofty Add-On by GravityExtra is a normal Gravity Forms feed add-on. It talks to the current Lofty Open API directly from your WordPress site, with an API key that you create yourself in Lofty. There is no partner approval to wait for and no middleman.

Step-by-step: connect Gravity Forms to Lofty

Step 1: install the add-on and add your Lofty API key

Install the add-on, then activate your GravityExtra licence in Forms → Settings → Lofty. In Lofty, open Settings → Integrations → API and create an API key for the website with the lead View, Add and Edit permissions and member View. Paste it into the add-on and press Test connection. The add-on tells you which Lofty user the key belongs to and how many team members it can see. The key is stored encrypted and never shown again.

The Lofty connection settings in Gravity Forms: the Lofty API key hidden as dots, a 20 second timeout and the Test connection result Connected to Lofty as Maya Torres. 2 team members can be chosen as the agent. — Paste your Lofty API key and test the connection in one click.

Step 2: map your form to the lead

Open the form, go to Settings → Lofty and add a feed. Map the name, e-mail, phone and, if you ask for it, the address. Tell the add-on whether the address is the lead’s mailing address or a property, for example the home on a valuation form, because Lofty routes seller leads by the property address. Pick the lead type (Buyer, Seller, Renter, Investor and more) or let a question such as “I am buying / selling / renting” set it.

The Lofty feed settings in Gravity Forms: feed name Seller leads (agent from the page), a field map that links first name, last name, e-mail and phone, and an address map with street, city, state and ZIP code, with This address is set to a property — Map the form fields to the Lofty lead and choose a mailing address or a property.

Step 3: source, tags and what the buyer wants

Set the lead source, for example Website: {form_title}, so your reports show which page produced the lead. Add tags from text and from checkbox answers: “Open houses” or “New construction” become tags your smart plans can use. Then map the inquiry: price range, bedrooms, bathrooms, property types and the area. Answers such as “$450,000”, “450k”, “House” or “Within 3 months” are turned into the values Lofty expects.

The What the lead is looking for section of the Lofty feed: price from, price up to, bedrooms and property type mapped to form fields, area fields, and buyer and seller details with the buying time frame and pre-approval questions mapped — Price range, rooms, property type, area and buyer details become the lead's inquiry in Lofty.

Step 4: choose the agent and test

Leave Lofty lead routing on to use your own routing rules, pick one agent for the whole form, or take the agent from a form field. The last option is ideal for agent profile pages: put a hidden field with the agent’s Lofty login e-mail on each page and every lead lands with the right person. Existing leads keep their agent unless you say otherwise. Submit a test entry: the entry note shows the Lofty lead ID and every step with a tick.

The Agent and existing leads section of the Lofty feed: Assign to set to The agent in a form field with the Agent hidden field chosen, Also assign existing leads unticked, Find existing leads by E-mail, then phone, and When the lead exists set to update it and add the note — Lofty routing, a chosen agent or the agent of the page, and no duplicate leads.

The entry note in Gravity Forms after sending to Lofty: Lofty: sent. Lead ID 9007199254740993, a tick for the lead created and a tick for the note added with the new lead — Each entry gets a note with the Lofty lead ID and every step that was sent.

Pro tips for real estate teams

One feed per lead type. Use conditional logic to send buyers and sellers from one form to two feeds with different tags, lead types and agents.
Keep past clients together. Leave matching on E-mail, then phone. A returning client is updated, gets the new note and new tags, and stays with their agent.
Use the lead ID. Put {lofty_lead_id} in the confirmation message or the notification to your office, so anyone can find the lead in Lofty at once.
Pin valuation requests. Turn on Pin the note on the valuation form so the property details stay at the top of the timeline.
Let Lofty do the follow-up. Keep the new lead alert on, tag the lead by form, and start your smart plans from those tags in Lofty.

Every website lead, in Lofty, in seconds

New or existing leads with the right agent, tags, price range and a note with the form answers, straight from your Gravity Forms. One yearly licence, no per-lead fees.

Get the Lofty Add-On →Read the setup guide →

Frequently asked questions

Do I need a developer account or partner approval from Lofty? No. The add-on uses the personal API key that you create in your own Lofty account under Settings, Integrations, API. Lofty decides which accounts have API access; if you do not see that screen, ask Lofty support.

Will it create duplicate leads? Not with the default matching. The add-on looks for a lead with the same e-mail address, then the same phone number, and updates it. If Lofty cannot be searched at that moment, nothing is created and the entry is tried again later.

What happens when Lofty is busy? Lofty allows 500 requests a minute per API key. When it asks the add-on to slow down, a short wait is done at once and longer waits are retried after 5 minutes, 30 minutes and 2 hours. Every attempt is written to the entry note.

Is my API key safe? It is stored encrypted with your site’s own keys, or you can put it in wp-config.php. It is only sent to Lofty, never shown again in the settings and never written to notes or logs. Use one key per website so you can revoke it on its own.

Does it work with multi-page forms, payments and conditional logic? Yes. It is a standard Gravity Forms feed: conditional logic, several feeds per form and “send only after payment” all work, on Gravity Forms 2.8 to 3.1.

Lofty is a trademark of its owner. This add-on is made by GravityExtra and is not affiliated with or endorsed by Lofty.

How to Send Gravity Forms Leads to Lofty (Agents, Tags, No Duplicates)