Relentify CRM vs Goodlord: Lettings Platform Comparison
Goodlord has carved out a specific niche in the UK lettings market: automating the transaction period. From offer acceptance to move-in, it handles referencing, tenancy agreements, rent protection insurance, and deposit registration — and it does this part extremely well. For many letting agents, Goodlord has become an essential part of their workflow.
But here's where it stops being a comparison and starts being a choice: Goodlord is not a CRM. It doesn't manage your property portfolio, track your pipeline, handle landlord relationships, or give you the broader business management tools that lettings agencies actually need across their entire operation. If you're evaluating Relentify CRM vs Goodlord for your lettings platform, you're comparing two very different categories of software — and understanding that difference will save you a lot of confusion (and potentially a lot of wasted money on tools that don't talk to each other).
Relentify CRM is built to cover your entire lettings lifecycle. Marketing properties, managing applicants, handling viewings, tracking offers, creating tenancies, managing ongoing rent and maintenance, handling renewals — it's all in one place. That makes it a platform for your whole business.
The Core Difference: Transaction Specialist vs Full Business Platform
Goodlord is a transaction platform. It excels in a narrow but critical window: the moment between offer acceptance and the tenant moving in. Within that 7–10 day window, it automates referencing requests, generates and signs tenancy agreements electronically, presents insurance products to tenants, and registers deposits. Everything flows through a single portal, which improves the tenant experience and cuts administrative overhead significantly.
Relentify CRM operates across the entire lettings lifecycle. It starts when you market a property, continues through applicant matching and viewing management, tracks the pipeline from initial enquiry to offer acceptance, handles tenancy creation and signing (via Relentify eSign), manages ongoing rent collection and arrears, tracks maintenance requests, monitors compliance deadlines, and manages renewals. It's a full business management platform, not just a transactional tool.
This distinction is crucial. Goodlord is a specialist — excellent at one job. Relentify CRM is a generalist — covering your whole operation. Many agencies use both. Some prefer to operate within a single platform. The choice depends on your priorities: specialization or integration.
Feature Comparison
Here's what each platform actually covers:
| Feature | Relentify CRM | Goodlord |
|---|---|---|
| Property listings & portal management | Yes | No |
| Applicant matching | Yes | No |
| Viewing management | Yes | No |
| Offer tracking | Yes | No |
| Tenant referencing | Integration-based | Native (core) |
| Tenancy agreement signing | eSign (native) | Native (core) |
| Rent protection insurance | Via partners | Native (core) |
| Deposit registration | Via integration | Native (core) |
| Full tenancy lifecycle | Yes | Limited |
| Rent collection tracking | Yes | Limited |
| Arrears & payment management | Yes | No |
| Maintenance requests | Yes | No |
| Compliance deadline tracking | Yes | Limited |
| Landlord CRM & relationships | Yes | No |
| Business reporting suite | Yes | Transaction-focused |
| Accounting integration | Native | No |
The pattern is clear: Relentify CRM is comprehensive; Goodlord is focused. Goodlord's core features (referencing, insurance, document signing, deposit registration) are native — deeply integrated with its transaction workflow. Those same processes in Relentify CRM happen through integrations or add-on tools like Relentify eSign, which means one extra step compared to Goodlord's streamlined experience.
But — and this is the part that matters for your whole business — Relentify CRM covers parts of your operation that Goodlord doesn't touch at all: property marketing, applicant sourcing, pipeline management, ongoing tenancy administration, rent collection, maintenance tracking. If you're managing any of those tasks outside of Goodlord (which you are), you're already running multiple platforms.
Pricing: Flat Rate vs Per-Transaction
This is where the financial picture comes into focus.
Goodlord charges per transaction. The cost varies based on which services you use (referencing, insurance, document signing, deposit registration), but it typically works out to a meaningful fee per tenancy. For agencies processing a high volume of tenancies per month, that cost accumulates quickly. On the upside, Goodlord generates revenue for you through insurance and service commissions offered to tenants during move-in, which can offset some of the transaction costs if your volume is high enough.
Relentify CRM charges a flat monthly rate: £49/month for unlimited users and unlimited properties. No per-transaction fees. No per-user charges. This model favours agencies that process many tenancies or have multiple team members.
For a mid-size agency processing 200–300 tenancies per year, the cost comparison is significant. Goodlord's per-transaction fees can easily exceed £49/month in busy months. Relentify CRM's flat rate stays the same regardless of how many tenancies you process. For agencies already using multiple tools (Goodlord for transactions, a separate CRM like HubSpot, accounting software, a portal), consolidating onto Relentify CRM at £49/month could be cheaper than your current stack — even before you factor in the time saved managing fewer platforms.
Using Goodlord and Relentify CRM Together
Some agencies use both tools, assigning each to its specialty:
- Relentify CRM handles property marketing, applicant management, viewing scheduling, pipeline tracking, and ongoing tenancy management.
- Goodlord handles the transaction-specific workflow: referencing, insurance, document signing, and deposit registration.
This approach uses each tool for what it does best. The downside is managing two platforms, training staff on both, and potentially dealing with data-sync issues. You're also paying for both tools (or deciding which transaction functions to handle within Relentify).
Alternatively, you can use Relentify CRM as your single platform and handle transaction elements — tenancy agreement signing via Relentify eSign, referencing via integrated providers like ARLA Propertymark's recommended services, and compliance checks — within Relentify. This is slightly less streamlined than Goodlord's specialised transaction workflow, but it keeps everything in one place, which most agencies prefer.
The "both tools" approach only makes financial sense if Goodlord's streamlined transaction workflow saves you meaningful time and the efficiency gains exceed the cost of running two systems. For very high-volume agencies (processing 30+ tenancies per month), those gains can be real. For mid-volume agencies, a single platform usually works better.
Referencing, Insurance, and Revenue
Goodlord's referencing is integrated natively into the platform. Reference checks are initiated and returned within Goodlord without switching tools — convenient when you're processing multiple tenancies simultaneously.
Relentify CRM integrates with external referencing providers. This is one extra step compared to Goodlord's native workflow, but it gives you flexibility to choose your provider and typically keeps costs lower. For compliance purposes, both platforms handle the basics — Goodlord's compliance features are focused on the transaction phase; Relentify CRM tracks compliance across the entire tenancy lifecycle.
Insurance is where Goodlord has a clear advantage. Goodlord offers rent protection insurance as an add-on product during tenancy setup — agents earn commission on policies sold. That's a meaningful revenue stream for high-volume agencies and a key reason some stay with Goodlord. Relentify CRM doesn't currently offer embedded insurance products, which is worth factoring into your decision if commission revenue is important to your business model.
Frequently Asked Questions
Can I use Relentify CRM if I already use Goodlord? Yes. You can keep using Goodlord for transactions while moving your broader CRM work (property management, pipeline, landlord relationships) into Relentify CRM. Some agencies do this, though you'd be maintaining two systems. Alternatively, many agencies find that consolidating onto Relentify CRM alone — handling transactions through integrations and eSign — is simpler than managing both.
Does Relentify CRM handle deposit registration? Yes. Relentify CRM integrates with deposit registration services via trusted partners. It's one step more involved than Goodlord's native process, but it keeps compliance on track without switching platforms.
Can I generate insurance commissions with Relentify CRM? Not currently. Relentify CRM doesn't offer embedded insurance products. If insurance revenue is a significant part of your business model, you might want to use Goodlord for that specific workflow or partner with an insurance provider separately.
Is Relentify CRM cheaper than Goodlord for high-volume agencies? Usually, yes. Goodlord's per-transaction costs can exceed £49/month when you're processing multiple tenancies monthly, especially with insurance products. Relentify CRM's flat rate of £49/month remains constant regardless of volume, making it more cost-effective as your transaction count increases.
How does Relentify's eSign compare to Goodlord's? Both handle tenancy agreement signing electronically and securely. Goodlord's is more streamlined within its transaction workflow. Relentify eSign is a standalone tool within Relentify CRM (and usable with other platforms), giving you flexibility if you choose to use multiple systems.
If I'm using Goodlord now, how difficult is switching to Relentify CRM? Data migration depends on your historical data volume, but most agencies can migrate their property lists, landlord information, and tenancy records within a few weeks. Goodlord allows data export, and Relentify's team can streamline the process. You can also run both systems in parallel during transition if needed.
Can I try both platforms before committing? Yes. Relentify offers a 14-day free trial with full platform access. This gives you time to set up your properties, test the workflow, and see if it fits your agency before paying.
The Bottom Line
Goodlord and Relentify CRM serve different but overlapping needs. Goodlord excels at automating the transaction window between offer and move-in. Relentify CRM covers your entire business — from property marketing through ongoing tenancy management.
For agencies choosing a single system, Relentify CRM provides more comprehensive coverage and typically lower overall costs, especially at scale. For agencies willing to use specialised tools for specific tasks, Goodlord can complement a broader platform — though this approach requires managing multiple systems.
The right choice depends on your transaction volume, how much you value having everything integrated, and whether insurance commission is critical to your revenue model. But most lettings agencies will find that a single, integrated platform like Relentify CRM is simpler and more cost-effective than juggling multiple tools.
Try Relentify CRM free for 14 days to see how it handles your entire lettings workflow.