Union vs Entrata
Keep Entrata.
Run the renter journey on Union.
Entrata is a full property management platform with its own AI suite, ELI+. Union does not replace your PMS. It connects to Entrata and runs marketing, AI leasing, applications, renewals, and resident revenue on one renter record.
A fair read
Entrata is the PMS. Union is the CRM that sits beside it.
Where Entrata is strong
- A complete PMSEntrata covers accounting, payments, leasing, and resident services in one suite.
- ScaleEntrata reported more than 35,000 multifamily communities in its 2026 IPO filing.
- One data source inside the suiteELI+ runs leasing, renewals, and collections workflows on Entrata's own data.
Where Union fits better
- AI built in-houseUnion built Juno and the CRM on one codebase. ELI+ was built on technology from Colleen AI, which Entrata acquired in 2024.
- Leasing independent of your PMS vendorPick the PMS you want for accounting and the CRM you want for leasing. Union works with Yardi, RealPage, ResMan, and Entrata.
- Revenue, not only savingsCredit Builder and Union Security Deposit add resident-funded income. First revenue lands 45 to 60 days after kickoff.
- A team that gets on the planeOnsite kickoff and training, direct Slack access to our team, and weekly working sessions with Product.
Side by side
Entrata and Union, row by row.
| Entrata | Union | |
|---|---|---|
| What it is | Property management platform with leasing, AI, and payments | AI-powered CRM that connects to your PMS |
| Replaces your PMS? | It is the PMS | No. Union connects to Entrata |
| Leasing AI | ELI+, built on Colleen AI, acquired in 2024 | Juno, built in-house |
| Scope | Full property operations | Marketing through renewals and resident revenue |
| Resident-funded revenue | Ask Entrata for current offers | Credit Builder and Union Security Deposit |
| Implementation | Not published | Onsite kickoff. Most operators live in 30 days |
| Pricing | Not published | Per unit, by product. Quote on the first call |
Sources: entrata.com · Entrata S-1 coverage, TechBuzz News · Entrata acquires Colleen AI, Inman. Union details from gounion.com.
Proof, not promises
Published results from Union's longest-running deployment.
Mark-Taylor Residential runs 140 Class A communities in Arizona and Nevada on Union. Ask every vendor on your list for numbers like these.
Mark-Taylor Residential results on Union. Read the Mark-Taylor story →
Switching from Entrata
Live in 30 days, with Union onsite.
Switching CRMs is work. Union does most of it with you, in person.
Book the 20 minutes
Bring your Entrata contract dates and your shortlist. We show Union on your portfolio, with real numbers.
Connect your PMS
Union connects to Yardi, RealPage, ResMan, and Entrata. Your PMS stays the system of record.
Go live in 30 days
Onsite kickoff and training, direct Slack access to our team, and weekly working sessions with Product.
This is our third CRM. With the last two, we were just another number and we never had a successful implementation. Union walked us through step by step.
Questions operators ask
Entrata and Union, answered.
Can I use Union with Entrata?
Yes. Union connects to Entrata as your PMS. Entrata stays the system of record for occupancy, rent, and accounting, and Union runs the renter journey around it.
Why add a CRM if Entrata has leasing built in?
Some operators want their leasing CRM and AI from a company whose only job is the renter journey, and want resident-funded revenue on the same record. If Entrata's built-in leasing does what you need, keep it.
Does Union replace Entrata's ELI+?
Union replaces the leasing CRM, AI chat, AI voice, and application tools around the PMS. Ask us to compare Juno and ELI+ on your own call volume and lead data.
How long does it take to go live?
Most operators are live in 30 days. Union is onsite for kickoff and training, and your team gets direct Slack access to ours during the rollout.
How is Union priced?
Per unit, by product, so you pay for what you deploy. If a competitor has quoted you a lower rate, we will beat it. You get a quote on the first call.
Bring Entrata to a
20-minute comparison.
Same questions you asked Entrata, answered on your portfolio. Per-unit pricing on the first call.
Based on each vendor's public website. Last reviewed October 19, 2026. Union is not affiliated with, endorsed by, or sponsored by any company named on this page. All product names, logos, and trademarks are the property of their respective owners and are used for identification and comparison only.