The Best Real Estate CRM for 2024: Agent Reviews & Pricing

Jim Gray, Lead Generation Expert2/23/2024

Editorial Note: We sometimes earn a small commission from partners listed. This never affects editor opinions or evaluations. More

It’s no secret that successful Realtors use real estate CRMs to nurture leads and keep in contact with buyers and sellers, but choosing the right one can be a challenge. We evaluated dozens of real estate CRM companies before finding the best of the best. A solid CRM can function as your company’s personal assistant, helping you keep in touch with your real estate leads – plus a slew of data to make more informed business decisions.

Our top picks are based on features they offer, pricing, and reviews from real estate agents themselves. Here are the best real estate CRMs proven to help you grow your business.

The 11 Best CRMs for Real Estate

  • Best Full-Service Realtor CRM (includes website, idx, leads, and more): CINC
  • 2nd Best Full-Service Realtor CRM: Market Leader
  • Best CRM for Real Estate Brokers & Teams: CINC
  • 2nd Best CRM for Real Estate Brokers & Teams: Zurple
  • Best for Small Teams + Indy Brokers: Real Geeks
  • 2nd Best for Small Teams + Indy Brokers: Top Producer
  • Best Real Estate CRM for Single Agent: Real Geeks
  • 2nd Best Real Estate CRM for Single Agent: PropHawk
  • Most Flexible Real Estate CRM: Real Geeks
  • "Smartest" CRM for Lead Automation: CINC
  • Best Real Estate CRM on a Budget: Wise Agent

Best Full-Service Realtor CRM (includes website, idx, leads, and more): CINC

A+

Top Features

: Marketing automation, team management tools, lead scoring, forecasting & reporting capabilities
Starting at $$

Why we chose it: CINC’s CRM offers performance, simplicity and convenience. My favorite part? It’s loaded with automated tools to save you time, including high-performing text & email campaigns. Its smooth integration with CINC’s lead generation, websites, and add-on features truly make it a full-service CRM.

CINC’s realtor CRM has a powerful marketing platform that can generate free and PPC leads plus nurture them through behavior-driven follow-ups with their AutoTrack feature. This coupled with their IDX listings presentation works seamlessly without you having to stitch all the pieces together. It’s an all-in-one solution that delivers a slick, customer-facing experience on all the pieces that your clients will see.

A feature you’ll love: you get smart suggestions after every communication you have with potential clients (as well as former clients) on the best ways to convert them.

Once your leads are captured in the real estate CRM, you’ll have automated follow-up with AutoTracks. I love that this feature is fully customizable automation for lead nurture, and can be used on your leads that need re-engagement too!  

There’s also ListCast, an AI tool that advertises targeted, personalized recommendations to potential leads…which is a unique way to boost your lead conversion rate (and limit your calls with unqualified leads).

While subscriptions can get expensive, their multiple lead sources and team management tools can help busy teams streamline their approach. If you have any doubts, CINC offers a guaranteed return on your investment for the first year. There’s no better option than CINC for small teams looking to increase their lead generation, conversion, and sales. Full CINC Review

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CINC Pros
  • Powerful & flexible lead gen
  • AI helps you increase your lead conversion rate (really!)
  • Excellent tracking in CRM for Teams
CINC Cons
  • Higher base pricing due to the "full-service"
  • Not all exclusive leads
  • Learning curve for some of the features
Starting at $$

2nd Best Full-Service Realtor CRM: Market Leader

A

Top Features

: Mobile app, integration features, full automation tools
Starting at $

Why we chose it: Market Leader is a well-known, tried and true real estate CRM that checks all the boxes in terms of functionality. Their CRM can function as a stand-alone, or you can engage their “done-for-you” lead generation service. While they offer features that can help Teams and solo agents, their main software solution where they really thrive, Market Leader Professional, is targeted directly to solo agents . 

Market Leader allows an agent to import large lists of existing leads (including leads generated by other companies like Realtor.com, Homes.com, etc.) and begin marketing to them immediately. It also provides simple single record input as you meet someone you want to do business with in the future.

Something I love about Market Leader is how intuitive their CRM dashboard is. It helps you manage your clients and easily stay on top of their interests with cool functionality like being able to see the properties they viewed or saved so you can customize your communication with them! And, you are able to send them relevant listings with the automated listing alerts. 

Market Leader offers top notch marketing automation that gives you a full suite of touch options, including automated SMS messaging and personalized drip campaigns. Added bonus- all the features of the CRM also exist in the mobile app version keeping you efficient on the go. Their all-in-one solution featuring their CRM, marketing tools, and a website all integrate smoothly, lessening your workload and giving you back time. Full Market Leader Review

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Market Leader Pros
  • Full suite of tools
  • Excellent automation tools
  • Fully-optimized mobile app
  • Good choice for individual agents
Market Leader Cons
  • CRM takes a bit of time to customize
  • On the pricier side
  • Not best for Teams
Starting at $

2nd Best CRM for Real Estate Brokers & Teams: Zurple

A

Top Features

: Advanced automation & tech connections, consumer behavior drip campaigns
Starting at $$

Why we chose it: Zurple is one of my favorites in the “end-to-end platform” class of CRMs for real estate agents.

Something great about Zurple is their CRM can hold leads they generate you plus any leads you have from other sources (Zillow, Realtor.com etc.). All of those leads are automatically engaged with personalized behavior driven email and SMS messages. Your messages will actually look like they are from you and not a bot, while also matching up to where your leads are in their buying/selling process. You will get notifications of when leads are hot along with info like the neighborhoods they like, their price range etc. to help your conversation with them be more productive. All of the info is stored in the CRM as well, making it easy for you to reference back at any point.  

What truly makes Zurple “Smart” is its ability to integrate different tools for generating leads and automate your workflow increasing your lead conversion. Their automation uses extensive consumer data pools to effectively nurture those leads with highly customized content. Kind of like the way it feels when Netflix or Amazon magically put stuff in front of you that you were thinking about…. just for real estate agents.

Zurple can quickly build a front-end website custom branded to you. It will integrate with your local MLS feed and connect the website easily with the CRM, sending you any leads it collects automatically along with their activity tracking from their search on the website..

Zurple’s CRM does a great job of keeping engagement going consistently with their automation and behavior driven data. I am a fan that they recognize you will likely use multiple lead generating avenues, so they created the CRM to nurture all leads, not just the ones Zurple collects, but any you got from other sources as well. 

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Zurple Pros
  • Robust end-to-end solution
  • Consumer behavior triggered automation
  • CRM can connect with 3rd party leads
Zurple Cons
  • Less well-known (but still a solid tool!)
  • Texting functionality lacks customization
  • No mobile app
Starting at $$

2nd Best for Small Teams + Indy Brokers: Top Producer

A

Top Features

: Comprehensive view of contacts, ready-made marketing templates, integrated with 100's of real estate lead sources
Starting at $

Why we chose it: Top Producer CRM is a full-service CRM that was mindfully created for real estate professionals. You’ll stay organized and top of your clients with their 360 degree contact view and buyer property insights through MLS integration.They also give you smart lists to improve your lead nurture. Top Producer CRM covers all your bases, plus they offer excellent third party integrations truly making them the best standalone option.  

With Top Producer CRM you are really getting an all-in-one solution. You can grow your lead network through their multi-channel advertising campaigns, and keep them engaged with their AI-powered technology. Top Producer CRM has automated follow-up with relevant content and lead nurturing throughout the process, so you don’t miss a beat with new potential clients. In case you aren’t sure of who and when to reach out, you can take advantage of their follow-up coach that tells you exactly when to contact each lead. Bonus – their ads are highly targeted to truly bring in buyers that have intent, not just looky-loos, so your CRM will be full with quality over quantity. 

One particularly awesome innovation with their CRM that I love is that you can create tabs in your dashboard view to group leads, customers or tasks together and access that info just by clicking the tab (think: Google Chrome with multiple tabs open). Plus, the dynamic workflows you create will update for you as the dates change. 

In addition to these features, Top Producer CRM integrates with your MLS, and you can directly edit listing alerts and furnish Market Snapshot reports with price changes, neighborhood trends and more based on your prospect’s search behavior.  Top Producer CRM’s active listing management interface is unparalleled in the industry. You can edit the listing from the CRM, track all listing activity (including commissions) and visually look at all the critical events that have occurred with a listing: i.e., listing date, price changes, offers received, offer accepted, and closing activities.

Top Producer has always been to CRMs like what a great pair of orthopedic shoes are to back pain. The shoes aren’t sexy (like, at all), but your back feels great. But with new features  like their follow-up coach, and AI driven follow-up technology they are proving not only can they be the reliable choice, they can be the trendy one too. Features like this have only elevated an already consistent all-in-one solution to your lead generation and CRM needs. Full Top Producer Review

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Top Producer Pros
  • Social media lead gen solution
  • Super customizable
  • Great reporting features
  • All-in-one business management platform with CRM + lead gen
  • AI-powered farming
Top Producer Cons
  • Automation design interface has a small learning curve
  • Team option is for a maximum of 25 agents
  • No PPC or SEO Lead Gen
Starting at $

Best Real Estate CRM for Single Agent: Real Geeks

A

Top Features

: Real-time lead activity monitoring, email and SMS notifications, agent routing available
Starting at $$

Why we chose it: Real Geeks’ CRM has all the tools you need in a simple interface making it easy for single agents to succeed. Their dashboard includes email drip funnels, mass marketing tools, and even built in texting to push notifications and listings to interested buyers. Have a new listing that your client may want to see? The CRM will allow you to easily send videos and photos directly to your contacts. The amount of customization Real Geeks offers you gives you the flexibility to truly tailor everything exactly how you want it. 

GeekAI Text is one of the features I love with Real Geeks. It gets the conversation going with your leads once they are added to the CRM. You can jump into the conversation as early as you want, but you can also let GeekAI get your lead to the moment they are ready to speak with an agent and then notify you, saving you time and keeping you efficient.  

The CRM is supported by a super robust website builder. In addition to a suite of strong features, RealGeek’s “SEO Fast Track” feature builds pages in each of your MLS areas and then taps into the ChatGPT API to help you fill them with content super easily, which really helps feed a hungry CRM.

Another feature I love that Real Geeks offers to save you a ton of time is their Reactive Responses. It triggers your CRM to follow up with the right potential clients by checking for some key behaviors (i.e. frequently checking the same listing, adding favorites, or visiting your site multiple times). When you’re a single agent doing everything on your own, time saving features are a big bonus. 

If you are like me, being able to function efficiently on the go is a must, which is why I am a big fan of the Real Geeks CRM app. The Action Pad in the app lets you text, call, and email your clients on the go. You can even add workflows to your leads without your computer through their app! 

Real Geeks highly customizable CRM seamlessly integrates with their lead generating website making individual agents more efficient.  And because Real Geeks is so robust, many agents use it as their global business CRM and integrate it with all their lead sources. Full Real Geeks Review

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Real Geeks Pros
  • CRM is robust and customizable
  • Easy and fast set up of core elements
  • Quick turnaround to get leads flowing
  • Agent websites look really, really good
Real Geeks Cons
  • Customer support can be spotty
  • Agent driven lead location verification required
  • Better for small teams or solo agents
Starting at $$

2nd Best Real Estate CRM for Single Agent: PropHawk

A

Top Features

: Huge database, built-in CRM, easy homeowner contact
Starting at $$

Why we chose it: PropHawk is a lead gen and CRM platform for agents, although there are tons of great features for investors here, too, making it a really good option if you’re a hybrid agent/investor. 

Here’s what makes it really good: it’s (and I believe the only) truly all-in-one platform that combines (1) specialized leads, (2) calling, (3) texting, and (4) CRM-based follow up into a single cohesive system.

There are no integrations because you don’t need any. Everything you need is under one roof, which is a major plus. If you’ve been working in real estate for any amount of time, you know that when it comes to lead gen and managing our relationships, almost all of us have the same pain point: stitching together a bunch of different platforms to create one pipeline. PropHawk is a great solution for that. 

Additionally, if you sign up with PropHawk, you can get a free website through their partner: LeadPropeller. Together, it’s super easy to stand up a website from scratch, start collecting leads, and start closing deals. 

PropHawk also has options to add: VA cold calling services, text generation, yellow letters, postcards, and other marketing materials. 

I haven’t worked in their CRM extensively enough to really compare it to the best dedicated CRMs, but the research-to-CRM functionality is incredibly strong, and it’s very good for investors and agents alike. 

Price-wise, they’re super competitive. 

You can get access to the lead-gen and CRM features for low double digits, and you can easily add capabilities on. 

In short, if it’s important to you to have everything all in one place – especially if you’re a hybrid agent/investor – PropHawk is a great solution. 

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PropHawk Pros
  • Strong AI-driven database of probate leads
  • No Plug-ins or integrations needed, leads, texting, phone system, CRM all in one
PropHawk Cons
  • Not great for brand new agents
  • Requires 20 minutes per day to work leads in the system properly
Starting at $$

Most Flexible Real Estate CRM: Real Geeks

A

Top Features

: Real-time lead activity monitoring, email and SMS notifications, agent routing available
Starting at $$

Why we chose it: Real Geeks’ CRM has all the tools you need in a simple interface. Their dashboard includes email drip funnels, mass marketing tools, and even built in texting to push notifications and listings to interested buyers. Have a new listing that your client may want to see? The CRM will allow you to easily send videos and photos directly to your contacts. The amount of customization Real Geeks offers you gives you the flexibility to truly tailor everything exactly how you want it. 

GeekAI Text is one of the features I love with Real Geeks. It gets the conversation going with your leads once they are added to the CRM. You can jump into the conversation as early as you want, but you can also let GeekAI get your lead to the moment they are ready to speak with an agent and then notify you, saving you time and keeping you efficient. 

Another feature I love that Real Geeks offers that saves you a ton of time is their Reactive Responses. It triggers your CRM to follow up with the right potential clients by checking for some key behaviors (i.e. frequently checking the same listing, adding favorites, or visiting your site multiple times). 

If you are like me, being able to function efficiently on the go is a must, which is why I am a big fan of the Real Geeks CRM app. The Action Pad in the app lets you text, call, and email your clients on the go. You can even add workflows to your leads without your computer through their app! 

Real Geeks highly customizable CRM seamlessly integrates with their lead generating website making you more efficient.  And because Real Geeks is so robust, many agents use it as their global business CRM and integrate it with all their lead sources. Full Real Geeks Review

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Real Geeks Pros
  • Easy and fast set up of core elements
  • CRM is robust and customizable
  • Quick turnaround to get leads flowing
  • Agent websites look really, really good
Real Geeks Cons
  • Customer support can be spotty
  • Agent driven lead location verification required
  • Better for small teams or solo agents
Starting at $$

"Smartest" CRM for Lead Automation: CINC

A+

Top Features

: Marketing automation, team management tools, lead scoring, forecasting & reporting capabilities
Starting at $$

Why we chose it: CINC’s CRM offers performance, simplicity and convenience. My favorite part? It’s loaded with automated tools to save you time, including high-performing text & email campaigns. Its smooth integration with CINC’s lead generation, websites, and add-on features truly make it a full-service CRM.

CINC’s realtor CRM has a powerful marketing platform that can generate free and PPC leads plus nurture them through behavior-driven follow-ups with their AutoTrack feature. This coupled with their IDX listings presentation works seamlessly without you having to stitch all the pieces together. It’s an all-in-one solution that delivers a slick, customer-facing experience on all the pieces that your clients will see.

A feature you’ll love: you get smart suggestions after every communication you have with potential clients (as well as former clients) on the best ways to convert them.

Once your leads are captured in the real estate CRM, you’ll have automated follow-up with AutoTracks. I love that this feature gives you fully customizable automation for lead nurture, and can be used on your leads that need re-engagement too! Another “smart” aspect of their CRM is how leads are automatically sent to the right Team member.   

There’s also ListCast, an AI tool that advertises targeted, personalized recommendations to potential leads…which is a unique way to boost your lead conversion rate (and limit your calls with unqualified leads).

While subscriptions can get expensive, their multiple lead sources and team management tools with automation can help busy teams streamline their approach. If you have any doubts, CINC offers a guaranteed return on your investment for the first year. There’s no better option than CINC for small teams looking to increase their lead generation, conversion, and sales. Full CINC Review

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CINC Pros
  • Powerful & flexible lead gen
  • AI helps you increase your lead conversion rate (really!)
  • Excellent tracking in CRM for Teams
CINC Cons
  • Higher base pricing due to the "full-service"
  • Not all exclusive leads
  • Learning curve for some of the features
Starting at $$

Best Real Estate CRM on a Budget: Wise Agent

B+

Top Features

: Direct integration with Skyslope and Dotloop, easy to use dashboard
Starting at $

Why we chose it: Wise Agent is a CRM platform with features to manage an agent’s business from beginning to end. You will be able to create systems, campaigns, and processes to manage a customer at every point in their conversion journey. While Wise Agent is a very budget friendly option, keep in mind that can often mean you won’t get as robust of features.  

A unique little feature that makes a big impact is their CRM dashboard displaying your weekly calendar. There’s a saying in real estate: if it’s not in your calendar, it doesn’t exist, so a big thank you to Wise Agent for keeping you organized.You can use Wise Agent if you are flying solo, or with your Team flock. They offer some cool features in their CRM for Teams like customization for each Team member, notes to share, transaction checklists, and the ability to work the Team as a whole in the account, or individually in separate accounts. Along with this integration, Wise Agent provides unlimited space for document storage, so you can organize your closings while saving a tree. 

A personal favorite is Wise Agent’s AI Writing Assistant that makes creating your content quick and easy. You submit topic ideas and it takes care of the rest, giving you curated content for everything from text messages to drip campaigns. 

Wise Agent doesn’t provide a complete front-end property search-enabled website, but it does give you the ability to create specific landing pages, and generate leads through them.I do like that there is something there, but I wish it offered a little more like Lofty (formerly Chime) or some of it’s other competitors. You can  set up contact behavior triggers to launch marketing automation once those leads come in. Additionally, Wise Agent does has direct integrations with Skyslope and Dotloop (transaction management platforms) so agents can manage their closings inside the system.

Wise Agent offers a full featured CRM platform, and is a good option for an individual or Team that doesn’t need an all-in-one solution. If you have your website and lead gen taken care of, their CRM is an affordable option to automate your processes and lead nurturing, making you more efficient and organized.

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Wise Agent Pros
  • Good for solo agents
  • Affordable
  • Can be used for transaction coordination
Wise Agent Cons
  • Design could be improved
  • No front-end website currently
  • Campaign builder takes time to learn
Starting at $
Need help choosing the right option?

With one-on-one help and personalized recommendations, we guide you to the best fit for your business.

Real Estate CRM Honorable Mentions

We had a high bar in picking the best of the best real estate CRMs. These tools didn’t make the cut (frankly, they’re not as great as our top picks – but were also considered).

 

GoHighLevel

Top Features

: Comes with unlimited funnels, visitors, and pages even on their cheapest plan
Starting at $

GoHighLevel offers you everything you need in one spot. You can capture leads with their unique landing pages, surveys, forms, calendars, inbound phone systems, etc. Messaging leads in their CRM is a breeze with  forced calls, SMS, emails, automatic voicemail, and Facebook Messenger. The campaigns are easy to set up, and you can respond seamlessly to leads in multiple channels. I love the built-in tools they offer. They let you collect payments, schedule appointments, and track analytics without having to integrate with other software.

When they say you don’t have to duct tape anything together they mean it. They are a complete suite platform meaning you will get a full-featured page builder to create full websites (and funnels), landing pages and featured websites come with custom menus, making switching up your CTAs quick and easy. You can also set up surveys and capture forms from the platform, and integrate directly with the page builder or embed them on your websites.

Where GoHighLevel really shines is in the lead nurture. Their campaigns are easy to set up, but what I really love is the multi-channel approach (think phone connect, voicemail drops, SMS, emails and more) of automating follow-up. The bonus is you can communicate with your leads from any device thanks to the mobile app.  

I have to say one of the best perks of GoHighLevel is its calendar application. You can capture the appointment in one straightforward flow. This with their pipeline management feature is an organizational dream. If you aren’t sold you can try GHL free for two weeks with their 14-day free trial.

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GoHighLevel Pros
  • Ability to clone an entire account
  • Great lead nurture options
  • Unique snapshots and templates
GoHighLevel Cons
  • Funnel builder could be improved
  • Only integrates with Stripe to receive payments online
Starting at $

Real Estate Investing CRM: Salesmate

Top Features

: Automated follow-ups via text message & email, handy mobile CRM
Starting at $

Salesmate is a flexible CRM that is used in many different verticals, but have spent a lot of time researching and working with agents like you to understand the pain points day to day, and create a sales playbook that works perfectly for real estate agents and brokerages. They offer built-in call and text, a power dialer, auto call recording and more to help you reach more potential clients. 

I love that Salesmate took the time to make their CRM truly tailor to real estate agents.They have included helpful things like, being able to automate our tasks from scheduling reminders to follow up on your client’s closing anniversaries. It also allows you to outreach to all your contacts via text or email with a few clicks of a button. They have a Real Estate Sales Playbook that shows you how to best use their offerings to manage inbound leads, and how to set up a high touch (16+ times per year) follow-up drip campaign in a way that won’t annoy your clients, but will keep you top of mind for any of their buying and selling needs. 

Growing your business is the obvious goal, but growing it thoughtfully so it is sustainable is where you get the real success. Salesmate helps you with that by offering actionable intelligence through campaign insights, goal tracking, sales forecasting and custom reports and dashboards. They haveover 100+ integrations but what’s really great is they have their own built features so you actually reduce the number of integrations you need to be successful. I recommend taking advantage of the Google Suite & Microsoft 365 integrations since they allow you to house all your most important data inside of Salesmate in one central place.

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Salesmate Pros
  • Real Estate Sales Playbook gives blueprints on how to follow-up with leads
  • Easy to use and set up
  • Single dashboard organization for all leads
Salesmate Cons
  • Some connectivity issues with voice dialer
  • Requires 3rd party tool
Starting at $

Realia

Top Features

: Automatically logs all text and call communications, CRM on the go
Starting at $

Realia offers a compelling client experience from start to finish. Their intelligent CRM keeps you and your team organized with features that allow you to share where you and the client are in the process. 

For me, staying organized can be a job in itself, so I love that Realia has made their CRM efficient when it comes to organizing your client info. Your texts and emails are easy to search through, and so is tracking who is a hot lead right now, and who is not quite ready. To help you further prioritize beyond just yourself, you can even add other Team members to your deals and automation. 

Another cool feature that will help make sure nothing falls through the cracks is the fact that Realia logs all information and points of contact with a lead once you get started. You don’t have to remember log notes or scroll through the texts, they just do it for you. Total win in my book. 

I love that Realia is realistic about how you will actually grow your business. Let’s be real you will probably use multiple avenues to get leads, so it’s nice that they have integrated with the biggest Real Estate growth tools on the market to make keeping your information organized a piece of cake. They also have direct integration with Zapier that pairs Realia with tons of other apps and online tools.

A bonus is that Realia put a lot of thought into their CRM app. It will keep you efficient on the go with updates when a new lead comes in, allowing you to update your notes easily, make calls, and reach out to leads that are ready to make a move right now so you are always on top of your clients needs. Pair this with their smart marketing automations, and you will save time and be more efficient. 

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Realia Pros
  • Fully integrated mobile app and text forwarding tool
  • Realia CRM system tracks every interaction your client takes
Realia Cons
  • Can be costly
  • Burdensome data entry
Starting at $

LionDesk

Top Features

: Large suite of tools for agents on a budget, capability to automate a good chunk of your marketing efforts
Starting at $$

LionDesk is a stand-alone CRM product designed to give you a solution that is quick to set up and easy to use. LionDesk’s CRM is picked by many brokerages because it can help new agents get up and running quickly, and also help growing agents with more communication tools to improve their lead nurture game. They have an excellent layout keeping all essential information from each lead visible and easy to edit. 

Something that stood out to me with LionDesk is all the campaign touch features that you get to make your automated campaigns a success. I’ll just name a few of the cool features for you – bulk texts, task reminders, video communication, multiple pipeline transaction management tools, and more. The video tool is especially great. It lets you create and send video emails inside the system. 

For those of us that would rather communicate on the phone, LionDesk’s  “click to call” button is great. It is in each record and allows you to dial a prospect directly from the contact record to save you time going through all the info for a phone number. They also offer an Artificial Intelligence feature that, when turned on, will enable LionDesk’s AI to communicate with your leads (creepy AND cool). It’s super simple, the prospects just text a code to a number that triggers more information to be automatically sent to the interested party–which can also trigger a campaign. Plus, you can set up paid Facebook lead gen campaigns through a system portal.

LionDesk is a CRM option for just about everyone, unless you are looking for a one-stop-shop. They do use an open API allowing you and your Team to integrate any other tools that you like to use, helping you not have to alter any of the other systems you already have in place that are working. I like how much you can customize with them, and it’s at a pretty budget friendly price. If you aren’t sure, you can try it for free for 30 days. 

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LionDesk Pros
  • Fast setup
  • Easy to use
  • Clean design
  • Free 30-day trial
LionDesk Cons
  • No front-end website currently
  • Reporting could be improved
  • Not recommended for large teams
Starting at $$

Follow Up Boss

Top Features

: “Zero learning curve” user experience, easy to scale your business
Starting at $$

Follow Up Boss is, straight up, the Cadillac of real estate agent CRMs. It was designed from the ground up to support agents and teams that deeply understand their job. Follow Up Boss provides all of the tools, lead contact options, and strategies for you to operate at a very high level.

Something we all know, but it’s great to see a CRM platform recognize it, is that you need to bring in LARGE amounts of data, leads, and prospects to grow a good business. Follow Up Boss makes it very easy for youto manage these large amounts of data and identify prospects that will do business now and in the future. 

Here’s the thing about all this data: the agent that can interact with the largest number of people consistently, over time, will always win. No transaction in real estate ever happened without first having a conversation. So Follow Up Boss allows you to have many, many, many (like a lot) conversations through voice and automation to get the ball rolling.

Follow Up Boss lets you tag your leads for precise marketing. The part I like is the integrated scoring system that will allow you to prioritize those higher-value leads. Then you can build pipelines to know exactly where each lead is in the conversion process. To take it a step further in your organization, there is an integrated dialer to make dialing leads in your database faster and more efficient. You aren’t tied to one way of contacting your contacts with FUB. They give you multiple contact options so that your follow-up can be multifaceted. 

Sometimes an all-in-one isn’t the solution because they can’t be the best at everything. With Follow Up Boss you won’t get a one-stop-shop but you will get a top notch CRM that is loaded with features. Knowing they can’t do everything, Follow Up Boss at least made sure they could integrate with the other tools that you like, so you can combine them to get all your needs met. Anything else you need that they don’t offer, you can build it or request it. If you aren’t sold on a stand alone product give them a test run for free for 14 days. 

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Follow Up Boss Pros
  • Phone system is robust
  • Lots of tools to keep teams organized
  • Free 14-day trial
Follow Up Boss Cons
  • Alerts not always consistent
  • Can be difficult to learn
Starting at $$

PipeDrive

Top Features

: Totally customizable, custom chatbot and web forms to send leads straight to your pipeline
Starting at $

Pipedrive is a robust web-based CRM with over 350 integration options for you. They strive to be a “one-stop sales hub” that allows  you to better manage your leads with their platform and mobile app. They are not just a real estate CRM, they also serve other verticals, which can be good and bad. 

Sometimes less is more, and that is how I feel about systems like Pipedrive that are  easy to set up, and straightforward in how you use them. They offer things like notifications to know which leads need attention by having built-in triggers around overdue activities, and the ability to import your data automatically through a spreadsheet or CRM. Just set a follow-up task for that client 30 days in the future, and you’ll get notified to touch base again. 

I don’t know about you, but I want a CRM that organizes my lead activities and helps me grow. And, Pipedrive has enough bells and whistles to get you off the ground or into the stratosphere based on your technical ability. It is customizable, offers group emailing, and has an online developer’s forum where you can go to have your questions answered. I love how you can review analytics and use their forecasting tool to try and determine your sales volume and revenue based on what’s in your pipeline. 

Even though you aren’t getting an all in on solution, you can effectively integrate Pipedrive with a variety of tools such as Google Apps, MailChimp, Trello, and many more through Zapier (an app that automates tasks between programs with triggers) to still get to integrate all of your favorite tools. 

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PipeDrive Pros
  • 14-day free trial
  • Build customizable interactions
  • Revenue forecaster
PipeDrive Cons
  • Lacks scalability
  • Newer system has some kinks to work out
  • Not specific to real estate
Starting at $

Propertybase

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Top Features

: Seamless way to take your sales prospecting online in a centralized, clear place, custom workflows
Starting at $

Propertybase is an end-to-end solution with a CRM focused on connecting you and your brokerage to consumers. Their primary focus is to simplify the real estate transaction process.

Let’s be honest here, as an agent, you want the best real estate CRM, and that is what Propertybase hopes to be. It has a unique service offering the ability to integrate IDX and MLS, and it runs on Salesforce. 

It does this by giving you a hub to centralize your contacts, allowing you to manage your leads and sources all in one location. The really cool part is you can customize a set of unique rules that send leads down the pipeline based on determined activities. And you can easily manage your business from your desktop or on your phone.

You can also use their CRM on the GO option. Both offer customer relationship management tools, but Propertybase GO might be the one you want if you need a quick launch and learning period, a website, and a listing boost (social and display ads). 

No matter which CRM option you use, GO or the Salesforce edition, you’ll get automation options, integration with every MLS, and hyper-targeted nurture campaigns. Propertybase also has a good set of integrations within the real estate sector, with Docusign, Zillow, and Trulia all able to work with its software. Unfortunately, it does fall short because there are no current capabilities for Zapier, Google, or MailChimp.

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Propertybase Pros
  • Built based on real estate vertical
  • Everything in one centralized place
Propertybase Cons
  • Lack integration ability to some major players
  • Requires 3rd party tool
Starting at $

Zoho

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Top Features

: Zia helps you manage many tasks within the platform, highly personalized brand experience
Starting at $

Zoho offers a cost effective highly customizable CRM. With a little technical know-how and some patience, Zoho’s customization options can help you create a CRM that is tailored specifically to you and your team’s needs. 

I love that Zoho brings an out of the box solution that is simple with excellent customization options. You can create complex workflows, automation that works best for you, integrations to keep using your favorite tools with Zoho, and many other custom solutions. Along with staple integrations such as Google Suite, MailChimp, Office 365, Zoho integrates with DocuSign as well.

Something I love is their CRM’s analytics tools. As much as it pains me to say, really diving into those data driven insights is important to help grow your business. With Zia, Zoho’s virtual assistant, you get smart suggestions on when to contact your customers. It even takes into account your Teams patterns in the platform to give you personalized automation suggestions. Best part is it dives into the efficiency of your workflows to help you work more efficiently with less mistakes. 

You can create customized Zoho dashboards to have a broad overview of your business through prospect funnels and pipelines in a way that makes the most sense to you. The thing I like the most is the real-time notifications you can get from your clients to stay on top of everything. You can communicate with them all in one place but through multiple channels: live chat, emails, and calls. 

Zoho really left no stone unturned when they created their CRM. With features like a document library that intuitively connects documents and collateral with the right lead, to over 40 pre-built reports to stay on top of your pipeline success there are solutions to help you succeed every place you look. 

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Zoho Pros
  • Zia saves time by managing tasks for you
  • Pull data on the fly
  • 15-day free trial
Zoho Cons
  • Technical support only available for top tier paid option
  • Best to have someone managing integrations due to kinks
Starting at $

Lofty (formerly Chime)

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Top Features

: Intuitive platform, advanced automation tools, AI powered system
Starting at $$

Lofty (formerly known as Chime) has an all-in-one intuitive CRM platform, and a lead generation suite (built to help you convert!), setting you up on day one with everything you need to capture and manage leads.

They generate leads from multiple sources, including a custom pre-built website. Once you capture leads, you can nurture them and plan for follow-up within Lofty’s CRM. Lofty has a broad selection of analytics tools that allow you to optimize your lead-generation efforts. 

Their AI powered CRM system allows you to smoothly set up marketing automation and integrate your social media channels. As we know the integration of social media channels can be crucial since a good amount of qualified leads come from here. 

Lofty offers many features within its real estate CRM and they are all included in their packages (not needing to be purchased as a standalone option), which is a plus. They give you things like, custom list uploads, drip campaigns, content marketing campaigns and a power dialer allowing you up to three calls at a time, leaving pre-recorded messages, and saving you time, just to name a few. 

Another cool feature Lofty offers is their AI Assistant, a chatbot but better, which communicates directly with the CRM to engage and nurture leads. By letting you set showings and appointments with your leads, and also sending notifications to clients when a lead engages, it helps you save time and keep you organized. 

For those looking to invest in a robust tool that can help them scale their business, Lofty is an excellent option. Their responsive CRM along with their marketing and website building tools can help save you time and energy so you can take care of what matters. Full Lofty Review

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Lofty (formerly Chime) Pros
  • Incredibly easy to use & quick to see results
  • Time-saving automation
  • Mobile-first (and always) technology
  • Rapid innovation, with NEW value-add features released monthly
Lofty (formerly Chime) Cons
  • May not be cost effective for some single agents
  • Must commit to structured onboarding process for best results
  • Very feature rich, can be hard to know which things to prioritize
Starting at $$

BoomTown

Top Features

: Smart prospecting tools, advanced tagging options, automatic lead response within seconds
Starting at $$$

BoomTown offers a robust CRM, an IDX website with Agent Subdomains, customized smart drip campaigns, and automatic lead response within 90 seconds. Their CRM is great for keeping Teams organized and efficient with predictive insights, MLS updates, and smart prospecting tools. BoomTown makes it pretty straightforward. They offer four product packages: Launch, Core, Grow, and Advance. The higher up you go on the package ladder, the more features that you will receive. Their entry-level Launch package provides the staples to get you started, or you can go straight to the Advance package that will give you all the bells and whistles to succeed. 

Not all real estate CRMs are created equal, but BoomTown’s predictive CRM won’t disappoint you. It helps you know who is most likely to engage, while simultaneously giving you the insight into what listings will match each of your homebuyers best. Then it helps you organize which leads need your attention, and when to give it. Best part is they offer you their NOW mobile app to work on the go as efficiently as you do on your home computer. 

As we know, an important part of your success is your follow-up. BoomTown’s CRM makes follow up a breeze. It helps you create targeted lists that you can tag and organize to better manage your leads. To take some of the work off your plate you can set up automation for your nurturing with emails and texts and even schedule to do’s. 

If you’re a team or a brokerage managing multiple agents, the reporting dashboard provides a centralized hub for you to manage and distribute leads.You can view deals in progress and anything pending that needs to be taken care of as well. Their CRM works smoothly with their lead gen offerings helping you and your Team succeed. 

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BoomTown Pros
  • Robust Tagging & Segmenting options
  • Mobile app available
  • Distribute leads easily
BoomTown Cons
  • Website design not customizable
  • Not a content marketing solution
Starting at $$$

Ruuster

Top Features

: Integrates with 3rd party CRM Systems, live one-on-one webinars
Starting at $$

Ruuster is a customized client app that is geared towards teams and brokerages. They integrate with your CRM and provide you with client activity updates, organization for your pipeline, and a centralized feed to see all of your client communications.  

To get started with Ruuster you’ll create an account and add your leads. They give you a few options on how to do this -bulk upload, manual entry, or have them sign up through your landing page.Your clients will get invited to a custom branded version of Ruuster where you are displayed boldly throughout their journey. This helps with a common problem: Your clients don’t actually use your IDX website on their phones so property updates often go to spam, leaving your clients to go to Zillow instead.

The solution? Your own branded app, a personal Zillow meets Angie’s list if you will. It sits on your clients’ home screens, keeps them engaged with you, and allows you to monetize your vendor relationships and in-house services.

Your branding is sported online as well as in your app with Ruuster. It also comes with a full MLS integration so you  property updates sent via push notification. Fun feature – you can publish your own articles and videos in the educational center to show your expertise. 

Another feature that stood out to me is the centralized chat system. This will keep your tours and discussions on the properties organized. A bonus is their integrated vendor section gives your clients access to your trusted lenders, insurance agents, home service pros, and more.

With Ruuster you will get all of you and the clients activity, including property views, articles read, vendors contacted, etc. fully integrated into your CRM system. The combination of activity tracking, automations and data from your existing technology, will help you easily follow-up with clients at just the right moment.

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Ruuster Pros
  • Integrates with 3rd party CRM Systems
  • Live one-on-one webinars
  • Easy to use for clients and agents
Ruuster Cons
  • Smallest plan is 2 seats
  • 2-Year contract required
Starting at $$

What is a CRM in Real Estate?

CRM stands for Customer Relationship Management, and in the context of real estate, it refers to software or systems that help agents and brokers manage their interactions with clients, leads, and prospects. A CRM in real estate serves as a centralized database and tool to organize, track, and nurture client relationships throughout the buying or selling process and beyond.

Here are some key features and functionalities of a CRM in real estate:

  1. Contact Management: A real estate CRM allows you to store and manage detailed information about clients, leads, and prospects, including their contact details, preferences, property requirements, communication history, and more. It provides a comprehensive view of your contacts and enables you to keep track of their status and engagement.
  2. Lead Management: A CRM helps you capture and manage leads effectively. It allows you to import leads from various sources, such as your website, lead generation platforms, or open houses. You can assign leads to specific agents or teams, track their progress, set reminders for follow-ups, and segment leads based on criteria like location or property preferences. Even if you pay for the best lead gen for realtors out there, it means nothing if you can’t properly manage your leads.
  3. Communication and Follow-up: A real estate CRM enables you to track all interactions with your contacts, including phone calls, emails, text messages, and meetings. It helps you schedule and automate follow-ups, ensuring timely communication and nurturing of relationships. Some CRMs may offer email templates, drip campaigns, and automated responses to streamline communication efforts.
  4. Transaction Management: Many real estate CRMs provide transaction management features to help you organize and track the various stages of a deal. This may include task management, document storage, contract management, and deadline reminders. A CRM can help you stay organized and ensure a smooth transaction process.
  5. Reporting and Analytics: Real estate CRMs often offer reporting and analytics features that provide insights into your business performance. You can generate reports on lead conversion rates, sales pipelines, agent performance, and other key metrics. These insights help you identify areas for improvement, track marketing efforts, and make informed business decisions.
  6. Integration with Other Tools: A CRM in real estate may integrate with other tools and platforms, such as email marketing software, lead generation platforms, MLS systems, or marketing automation tools. Integration allows for seamless data transfer and enhanced functionality across different systems.

By using a CRM in real estate, agents and brokers can streamline their workflow, improve communication with clients, stay organized, and ultimately build stronger, long-lasting relationships. The CRM serves as a central hub for managing client information and interactions, helping real estate professionals stay on top of their business and provide a personalized experience to clients.

Why Real Estate Contact Management is So Hard & How to Finally Wrangle Your Leads

Real estate contact management can be challenging due to the sheer volume of leads, clients, and prospects that agents and brokers have to handle. Here are a few reasons why real estate contact management can be difficult and some strategies to effectively manage your leads:

  • High Volume of Leads: Real estate professionals often generate leads from various sources like websites, social media, referrals, and open houses. Managing a large number of leads and organizing them can be overwhelming. To tackle this, consider using a CRM system specifically designed for real estate that allows you to categorize and segment leads based on their source, status, or level of interest.
  • Time Constraints: Real estate professionals have busy schedules, which makes it challenging to devote adequate time to contact management. It’s crucial to prioritize lead follow-ups and establish a consistent system for managing contacts. Set aside dedicated time each day to update contact information, make follow-up calls, respond to emails, and schedule appointments. Automation tools and templates can help streamline communication and save time.
  • Data Organization: Keeping contact information organized and up to date can be difficult, especially when dealing with numerous clients and leads. Utilize a CRM system that offers comprehensive contact management capabilities, allowing you to store important details such as contact information, communication history, property preferences, and notes. Regularly review and update contact information to ensure accuracy.
  • Nurturing Leads: Not all leads are ready to buy or sell immediately, and nurturing them requires consistent and personalized communication. Implement a lead nurturing strategy that includes regular follow-ups, valuable content sharing, and providing relevant market updates. Use your CRM system to set reminders and automate follow-up communications based on predefined timelines or triggers.
  • Integration Challenges: Real estate professionals often use multiple platforms and tools, such as email marketing software, lead generation platforms, and MLS systems. Ensuring smooth integration and data flow between these systems can be challenging. Look for a CRM system that integrates with the tools you use and allows for seamless data transfer and synchronization.
  • Lack of Consistency: Inconsistent contact management practices can lead to missed opportunities and lost leads. Establish a consistent process for capturing and entering leads into your CRM system, ensuring all team members follow the same protocol. Regularly review your contact management practices and make necessary adjustments to improve efficiency and consistency.

To wrangle your leads effectively, consider adopting a real estate CRM system that aligns with your specific needs. Invest time in understanding the features and capabilities of the CRM, and customize it to suit your workflow and business requirements. Consistent effort and organization, combined with the right tools, will help you effectively manage your contacts, nurture leads, and build stronger client relationships in the real estate industry.

Why You Should AVOID CRM Real Estate Services

While CRM (Customer Relationship Management) services can be beneficial for real estate professionals, there are certain situations where it might be advisable to avoid using CRM services. Here are a few reasons why you might consider avoiding CRM real estate services:

  • Limited Customization: Some CRM services in the real estate industry may have limited customization options, which can restrict your ability to tailor the system to your specific business needs. If you require highly specific features or workflows that are not supported by the CRM service, it may not be the right fit for your business.
  • High Costs: CRM services can come with significant costs, especially if they offer advanced features or integrations. If the pricing structure of a CRM service does not align with your budget or the value you expect to receive, it may not be a financially viable option for your real estate business.
  • Steep Learning Curve: CRM systems often require a learning curve to fully understand and utilize their features effectively. If you or your team lack the time or resources to invest in training and onboarding, it can lead to frustration and underutilization of the CRM service.
  • Insufficient Support: Inadequate customer support can be a significant drawback when using CRM services. If the CRM provider does not offer timely and reliable support to address technical issues or answer your questions, it can hinder your ability to use the system effectively and resolve any challenges that arise.
  • Lack of Integration: Integration with other tools and systems is crucial for a seamless workflow. If a CRM service does not integrate well with your existing software, such as email marketing platforms, lead generation tools, or MLS systems, it can create inefficiencies and manual workarounds that reduce productivity.
  • Overwhelming Features: Some CRM services may offer a wide array of features that can be overwhelming, especially for real estate professionals who are primarily focused on managing leads and client relationships. If the CRM service is too complex and includes features that are unnecessary for your specific needs, it may lead to confusion and time wasted on unnecessary tasks.

Before committing to a CRM service, thoroughly evaluate your business requirements, budget, and the specific features and support you need. Consider seeking recommendations from industry peers, reading reviews, and taking advantage of trial periods or demos to assess whether the CRM service aligns with your goals. It’s important to choose a CRM solution that offers the right balance of customization, cost-effectiveness, ease of use, integration capabilities, and reliable support to meet your real estate business needs.

3 Must-Have Real Estate CRM Features (& 3 you don’t need)

When considering a real estate CRM system, there are certain must-have features that can greatly benefit your business, as well as features that may be unnecessary for your specific needs. Here are three must-have CRM features for real estate professionals and three features you may not need:

Must-Have CRM Features for Real Estate:

  1. Contact and Lead Management: A robust CRM should provide comprehensive contact and lead management capabilities. This includes the ability to store and organize contact details, track communication history, assign leads to agents or teams, and segment leads based on criteria such as location, property preferences, or lead source. Effective contact and lead management are essential for nurturing relationships and maximizing conversions.
  2. Automated Follow-up and Lead Nurturing: Look for a CRM that offers automated follow-up and lead nurturing features. This allows you to set up predefined workflows or drip campaigns that automatically send personalized emails, reminders, or other communications at specified intervals. Automated follow-up ensures consistent engagement with leads, saves time, and increases the chances of conversion.
  3. Integration with MLS and Other Tools: Seamless integration with MLS (Multiple Listing Service) is crucial for real estate professionals. A CRM that can pull in property data directly from MLS, display listings on your website, and sync changes in real-time streamlines your workflow and ensures accurate and up-to-date property information. Additionally, consider a CRM that integrates with other tools you use, such as email marketing software, lead generation platforms, or document management systems, to enhance efficiency and productivity.

Features You May Not Need:

  1. Advanced Analytics and Reporting: While analytics and reporting can be valuable, not all real estate professionals require advanced analytics features in their CRM. If you primarily focus on lead and client management rather than complex data analysis, investing in a CRM with extensive analytics capabilities may not be necessary. Choose a CRM that provides basic reporting functionality, such as lead conversion rates and sales pipeline tracking, without overwhelming you with complex data metrics.
  2. Social Media Integration: While social media can be an important aspect of real estate marketing, having social media integration in your CRM may not be essential for everyone. If your social media efforts are primarily managed through separate platforms or tools, integrating social media within your CRM might add unnecessary complexity. Instead, focus on a CRM that allows you to easily access and manage your contacts’ social media information.
  3. Document Management: Some CRM systems offer document management capabilities, allowing you to store and manage files within the CRM. However, if you already have a dedicated document management system or prefer using cloud storage platforms like Google Drive or Dropbox, a CRM with extensive document management features may not be necessary. Instead, choose a CRM that provides integration options with your preferred document management tool.

Remember to assess your specific needs and business requirements when selecting a CRM for real estate. Prioritize features that align with your contact and lead management, automation, integration, and reporting needs, while considering the scalability and usability of the CRM system.

Frequently Asked Questions (FAQs)

Who uses CRM software?

Real estate professionals looking to excel in lead management and create seamless, personalized customer experiences often turn to CRM software. While many new agents initially handle leads and client relationships using basic spreadsheets, as their business expands, manual management of these ever-growing lists can quickly become unwieldy, resulting in missed sales prospects. A CRM system provides valuable efficiency and robust data storage capabilities, simplifying the task of overseeing extensive lead and client databases.

Why do real estate agents need a CRM?

A CRM system serves as a robust solution for real estate agents, becoming the manager of communication and activities involving prospects, leads, and clients. By centralizing all contact information and communication history, it allows agents to seamlessly convert new customers while also reengaging with previous clients to foster enduring relationships and generate repeat business. This tool is indispensable in today’s competitive real estate market, empowering agents to stay organized and maximize their productivity.

How do I choose a good real estate CRM?

The ideal real estate CRM system should be tailor-made for the real estate sector, offering seamless functionality to enhance your prospect and customer communication workflows. It should incorporate user-friendly communication tools along with efficient contact and lead pipeline management features. It’s crucial to ensure that the CRM you select is purpose-built for the real estate industry and aligns perfectly with your unique needs and requirements.

How much does a real estate CRM cost?

Real estate CRM pricing spans a wide range, ranging from as low as $20 per month to exceeding $1,000 annually, with pricing often contingent on the number of users you intend to have on the platform. Fortunately, the majority of these options offer free trial periods, allowing you to thoroughly assess which solution aligns best with your needs before committing.

Does a CRM require a large IT investment?

Numerous cloud-based CRM solutions cater to individuals with limited IT expertise. You need not allocate significant resources to physical IT infrastructure or employ IT personnel for CRM management. A multitude of CRM options are offered as Software as a Service (SaaS), allowing you to pay solely for your usage and providing the flexibility to discontinue usage whenever you choose.

What is a real estate CRM system?

A Real Estate Customer Relationship Management (CRM) system is a specialized software tool designed to help real estate professionals, such as agents, brokers, and property managers, manage and streamline their interactions with clients and prospects. It serves as a central hub for storing, organizing, and accessing information related to leads, clients, and properties.

What integrations are most important when picking out a real estate CRM?

When choosing a Real Estate CRM, certain integrations are particularly crucial to enhance the functionality of your system. MLS integration is at the forefront, as it allows you to access and showcase property listings directly within the CRM. Additionally, email and calendar integrations ensure seamless communication and scheduling, while document management integrations with cloud storage services are great for storing contracts and property documents. Social media integrations help maintain a strong online presence, and marketing automation is essential for targeted marketing campaigns. Mobile apps and accounting software integrations can streamline business operations, making them valuable assets for your day to day. On top of that, customer support and lead generation integrations can enhance the CRM’s capabilities, ensuring a comprehensive and efficient real estate management system.

Advice from the Pros About Real Estate CRMs

jim gray headshotI’ve been in the industry for years, juggling countless leads, clients, and transactions. I pride myself on my ability to connect with people and provide exceptional service.

However, as my business grew, I began to feel overwhelmed. My desk was cluttered with sticky notes, and I struggled to keep track of important details about my clients. Follow-ups were slipping through the cracks, and valuable opportunities were being missed. I knew I needed a solution to regain control and enhance my efficiency.

That’s when I stumbled upon the world of real estate CRMs. Intrigued by the promises of organized contact management and automated workflows, I dove headfirst into researching the different options available. I read reviews, watched demos, and sought recommendations from my colleagues.

After careful consideration, I decided to invest in a top-tier real estate CRM. The onboarding process was smooth, and I quickly discovered the immense value it brought to my business. With my new CRM, I could centralize all my contacts, keep detailed notes, and easily track their preferences and interactions.

The CRM’s automated features were a game-changer for me. It reminded me of important follow-ups, birthdays, and anniversaries, allowing me to build stronger relationships with my clients. The system even helped me nurture leads with pre-designed email campaigns, saving me valuable time while keeping prospects engaged.

As I explored further, I discovered the power of analytics and reporting in my CRM. I could generate insightful reports on my sales pipeline, conversion rates, and marketing efforts. Armed with this data, I made data-driven decisions to optimize my strategies and maximize my success.

With my newfound organizational prowess and streamlined workflows, my business soared to new heights. I felt confident and in control, knowing that no opportunity would slip through the cracks. My clients noticed the difference too, praising my professionalism and attentiveness.

Reflecting on my journey, I realized the importance of finding a good real estate CRM. It had transformed my business and elevated my client relationships. I shared my experience with fellow agents, urging them to explore the benefits of a reliable CRM for themselves.

From that day forward, I became an advocate for the power of a well-chosen real estate CRM. I understood that in an industry where relationships and timely communication are paramount, finding the right CRM was not just a convenience—it was a game-changer that could make all the difference in a real estate professional’s success.

Closing Thoughts

Deciding on which real estate CRM to move forward with when growing your business is an important decision as it can have a profound effect (positive or negative!) on your success. Most realtors and brokerages invest time to do the research up front; that way, they can avoid the painful switching costs and headaches of migrating to a different CRM later.

With so many options out there for you to choose from, how do you pick? A great benefit of dealing with software companies is that they typically provide a free trial on the website. Our recommendation? Select the top two or three tools you’d like to use and book a demo. During the demo, a salesperson will give you a more detailed view of the software’s offerings and typically help you get your information uploaded and ready to use. Take this opportunity to input some leads (either real or test leads) and play around with the interface, customization options, etc.

Sometimes you just don’t know what you don’t know, and trialing a few tools can help alleviate any user experience concerns down the road.

 

Methodology

Our in-house real estate experts spent hundreds of hours researching, scoring, and ranking the top real estate CRMs on the market.  We looked at everything from pricing and ease of use to the specific real estate industry features that are available. We’ve ranked and rated each CRM on 5 different factors to come up with the very best real estate CRMs. The short version of factors considered are: 

  1. Cost and value: Not all real estate CRMs are created equal, so it’s important to look at what’s included with your purchase. Some companies charge upwards of $300/month for a simple workflow system, which is why we take into account the price of the CRM and compare it to the features and extra resources provided to help each agent succeed.
  2. Features & user friendliness: Different CRMs come with different feature sets, some more important for teams than solo agents.  For example, does the platform have its own dialer? If not, can it integrate with popular off the shelf dialers?  Additionally, agents don’t have a lot of extra time to learn a complicated CRM system, so the more it just works with their natural workflow, the better. That’s why we’ve rated the CRMs that are easier for agents to navigate without a tech team higher than the ones that are more complicated to use. 
  3. Integrations: Real estate agents want to be able to use different tools that integrate seamlessly with their main CRM. This ability saves them time and effort instead of trying to work with multiple programs and finding information that could be readily available with an integration. This is why the available integrations and ease of implementation is a major factor in our recommendations.
  4. Customer support: Many real estate agents don’t have the time to fix technical glitches and/or don’t have access to a tech team, so customer support is very important. It’s one of the biggest downfalls in customer reviews. Whether you might need help setting up integrations or just to get the software up and running, customer support plays a big role in finding your ideal software—especially when it comes to a CRM that you’ll be using on a daily basis.
  5. Overall performance: At the end of the day, all tech investments need to have a good ROI. Our experts looked for how the features meet the specific needs of real estate agents and teams. Real estate agents need more direct messaging features with easy access to history since some customers won’t provide repeat business for years to come. Being able to easily communicate with leads, prospects and past customers in different ways is a must, so our experts took that into consideration when coming up with the below recommendations

Sources & Editorial Resources

Reviewed by Chris Heller | Fact checked by Kayla Conboy

About the Author

Jim Gray got licensed in 2013 and sold 57 houses in his first year. Over the next 6 1/2 years he went on to sell 437 homes with a small team. He went on to manage the lead generation department of the 13th largest expansion team at Keller Williams and designed lead generation and conversion systems for 60 agents in 7 locations in 4 states that drove 600 home sales in a 2 year period. Jim currently does real estate team development and coaching for some of the largest real estate teams in the country.

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Last Updated: 2/23/2024