Fello vs Ace — two ways to find the sellers hiding in your database.

What is Fello?

Fello is a real estate marketing and database-engagement platform focused on seller lead generation. Its core promise is to find the homeowners in an agent's existing database who are most likely to sell, using a proprietary seller-propensity model, and to keep those homeowners engaged with home-value tracking and automated outreach.

According to Fello's public product materials, the platform centers on a few things: a seller score / "Real Sellers" model that ranks likely sellers in your database; homeowner home-value pages that act as lead magnets and keep owners checking their estimated value; and automated outreach (email, direct mail/postcards, and an AI assistant) that nurtures those homeowners over time. Fello integrates with common CRMs — including Follow Up Boss — to sync contacts and scores.

Fello does not publish standard pricing publicly; rates are provided via a demo/quote. Verify current details directly at fello.ai.

Felix — Fello's autonomous AI teammate

In June 2026, Fello launched Felix, which it calls "the first AI teammate built for real estate." Per Fello's own product announcement, Felix conducts personalized 1:1 conversations with database contacts across text, call, and email, works continuously to follow up without a human initiating each touch, qualifies and nurtures leads, and hands off the conversation to an agent once a contact is ready to engage — Fello's language is that "the agent steps into a warm conversation that already has momentum." Fello's launch post cites one team generating 121 warm agent handoffs in eight days from existing database contacts, with no new leads or hires added.

What ACE's Seller Radar does — and how it's built

Follow Up Ace is an AI layer for teams already on Follow Up Boss. One module of it, Seller Radar, addresses the same job Fello does: surfacing likely sellers already sitting in your database.

Every night, the scan works a bounded slice of your Follow Up Boss book and, for the dormant contacts it reaches, enriches each home address against a network of third-party data sources and scores propensity to sell. The score is built from:

• Ownership tenure — years since the last recorded sale (the dominant driver; homeowners near the typical move window score higher).
• Estimated home equity — modeled from purchase price, tenure, and local appreciation using a conservative mortgage assumption, and always labeled an estimate.
• Local price appreciation — from the FHFA House Price Index at the tract level.
• Area-risk overlays — county mortgage-delinquency pressure, recent disaster declarations, FEMA flood zone, and USFS wildfire hazard flags.
• CRM seller signals — seller-, listing-, valuation-, downsizing-, or relocation-related tags already on the FUB contact.

The top likely sellers per agent appear in the Seller Radar dashboard with the evidence behind each score, and the scan drafts a reactivation message for the highest-scoring contacts that lands in the agent's suggestion queue. The agent reviews and sends — the Seller Radar scan never sends on its own.

Fello vs ACE — side by side

ACE capabilities verified against production code. Fello feature claims sourced from its public product documentation at the time of writing; "Not publicly documented" means a feature was not found in Fello's published materials — not that it doesn't exist. Verify Fello's current capabilities and pricing at fello.ai.

The real difference: a dedicated seller platform vs seller intelligence inside your CRM

Fello and Ace agree on the premise — your next listing is probably already in your database — but they're built for different buyers.

Fello is a destination. It's a purpose-built seller-lead-generation platform: a proprietary model, branded homeowner value pages that pull owners back month after month, and — since its June 2026 Felix launch — an AI teammate that calls, texts, and emails your database on its own initiative and hands the agent a warm conversation already in progress. If seller lead gen is the program you're investing in and you want observed home-value data, recurring value-tracking engagement, and outreach that runs without an agent touching each message, that's exactly what Fello is for.

Ace is a layer. Seller Radar lives inside Follow Up Boss next to the rest of your follow-up, scores propensity across a 30+ source third-party data network, and hands the agent a drafted touch to approve — so the same product that finds the seller also scores your buyers, flags revenue at risk, and screens messages for Fair Housing. If you already run FUB and want likely-seller intelligence without standing up a second platform, that's the Ace approach.

Frequently asked questions

• What is the difference between Fello and Follow Up Ace?

  Fello is a seller-lead-generation platform: a proprietary propensity model, homeowner value-page lead magnets, and automated outreach you run alongside your CRM. Follow Up Ace is an AI layer for teams already on Follow Up Boss; its Seller Radar module scans a bounded slice of your FUB database nightly for likely sellers across 30+ third-party data sources and drafts reactivation touches the agent reviews — plus hosted Lead Magnet capture pages (home equity (est.), seller timing; free tier on every account) and a broader Ace Trove for lead scoring, revenue-at-risk, and Fair Housing compliance.

• Does Ace find likely sellers in my database like Fello?

  Yes. Ace's Seller Radar runs nightly and scores propensity to sell from ownership tenure, estimated home equity, local appreciation (FHFA House Price Index), area-distress overlays, and seller-related CRM tags. The top likely sellers surface in the Book of Business Opportunity Radar with the evidence behind each score, and as Seller Tiers on each agent’s queue. The main difference from Fello is the data model: Ace blends 30+ third-party data sources and labels modeled figures as estimates, rather than a single proprietary paid model.

• Is Ace's home equity data as accurate as Fello's?

  Be honest with yourself here. Ace estimates equity from purchase price, ownership tenure, and local FHFA appreciation using a conservative mortgage model, and marks every figure "(est.)" — it does not read lien-level records. A platform with paid home-value/lien data can be more precise on a given property. Ace's trade-off is breadth and transparency: you see exactly which signals drove each score, and equity is one weighted factor among several, not the whole story.

• Does Ace auto-send seller outreach like Fello's automation?

  Not from Seller Radar itself — its reactivation messages land in the agent's suggestion queue to review and send. An admin can separately build an Automation that filters on Seller Tier and sends an AI-written email without per-message approval; that's an explicit configuration choice, not the default, and it still passes a code-level Fair Housing compliance scan before delivery. If fully hands-off outreach by default is a requirement, that's a Fello strength.

• Does Ace have anything like Fello's Felix — an AI that calls and texts leads on its own?

  No, and that's a deliberate choice, not a gap we're hiding. Fello's Felix (launched June 2026) calls, texts, and emails database contacts on its own initiative and hands the agent a warm conversation once one starts. Ace's Automations can send an AI-written email with no per-message approval when an admin explicitly configures a send action — every text message, and every Seller Radar or suggestion draft, is still agent-reviewed before it sends, and Ace never dials a lead. If always-on autonomous outreach across call/text/email is what you're buying, that's a real Felix advantage; Ace's trade-off is a compliance-scanned draft a human actually reads first.

• Can I use Fello and Follow Up Ace together?

  Yes. Fello integrates with Follow Up Boss, and Ace runs inside FUB, so a team could use Fello for observed-value tracking pages and hands-off outreach automation while Ace adds in-CRM seller scoring, lead scoring, revenue-at-risk, and compliance. Many FUB teams, though, start with Ace first — a free Lead Magnet capture page comes with every account, and the Seller Radar scan comes with Ace Trove rather than a separate seller platform — to see how much seller intelligence and top-of-funnel they can get from what they already have before adding a second paid platform.

Keep reading