The Best Real Estate CRM for 2022: Agent Reviews & Pricing

Jim Gray, Licensed AgentSeptember 7, 2022

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 5 Best Real Estate CRMs

Best Overall: Top Producer

Top Features: Great integration ability, proven track record
Starting at $95 $60/month

Why we chose it: Top Producer is a full-service CRM with one of the industry’s most customizable dashboards. One particularly awesome innovation 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 contact record layout in Top Producer is really clean and highly customizable.

There is another cool feature where Top Producer will reach out and grab a contact’s social media bios and drop them into a record. So, if your contacts have a LinkedIn profile, Top Producer will hold the bio line and add it to the record. Top Producer’s CRM does all the usual stuff you’d expect a high-functioning CRM to do with a few notable additions. Top Producer integrates with your MLS, and you can edit listing alerts right through the CRM and furnish reports based on your prospect’s search behavior. Top Producer’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 is to CRMs like what a great pair of orthopedic shoes is to back pain. The shoes aren’t sexy (like, at all), but your back feels great. Top Producer is essentially the granddaddy of real estate CRMs. You could get Top Producer back in the ’80s and load it onto your Commodore 64 computer using a box full of 5-inch floppy discs (ah, the good ol’ days). Top Producer has come a LONG way since its Donkey Kong days.

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Top Producer Pros
  • Quick to set up and use
  • Super customizable
  • Great reporting features
Top Producer Cons
  • Automation design interface has a small learning curve
  • Can’t automate SMS currently
  • Task management could be improved

Best "Full Service" Option: Market Leader

Top Features: Straightforward and easy to use
Starting at $139/month

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. Market Leader CRM can function as a stand-alone CRM, or you can engage their “done-for-you” lead generation service. Give Market Leader your credit card, and they’ll start generating leads for you that import directly into the CRM. Market Leader allows an agent to import large lists of existing leads and begin marketing to them immediately. It also provides simple single record input as an agent in the field meets someone they want to do business with in the future.

For the small or medium-sized team, Market Leader has essential features like creating subdomains of your main team website that are branded to each of your team agents. Market Leader spent many years as the strategic CRM partner of Keller Williams. Because of the real-world experience of that relationship, Market Leader reporting and analytics are pretty good. The marketing automation gives an agent a full suite of touch options, including automated SMS messaging. Market Leader can be easily integrated with most 3rd party lead providers like Zillow and The front-end website templates are pretty attractive, and all the features of the CRM also exist in the mobile app version.

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Market Leader Pros
  • Full suite of tools
  • Campaign automation is good
  • Fully-optimized mobile app
Market Leader Cons
  • CRM takes a bit of time to customize
  • Lead sorting is pretty basic
  • Geographic features could be improved

Best For Solo Agents: Real Geeks

Top Features: Can be used for lead generation or stand alone CRM
Starting at $249/month

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.

Both new and experienced real estate sales agents offer enthusiastic feedback about the functionalities offered by Real Geeks. As with similar tools in the real estate space, you will get out of Real Geeks what you put in. While the CRM and lead generation tools offer degrees of automation to streamline the process of generating, tracking, and nurturing leads, you will need to continue to invest time and effort into building those relationships.

Their existing customers are enthusiastic about their seamless integrations and their highly functional agent and client-facing apps for both iOS and Android. Real Geeks has an engaged and active community of users who use social media to share strategies, ask questions, and get help from other users.

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Real Geeks Pros
  • Easy and fast set up of core elements
  • Quick turnaround to get leads flowing
  • Agent websites look really, really good
  • CRM is robust
Real Geeks Cons
  • Customer support can be spotty
  • Agent driven lead location verification required
  • Little transparency on media spend

Best For Small Teams: Wise Agent

Top Features: Direct integration with Skyslope and Dotloop, easy to use dashboard
Starting at $32/month

Why we chose it: Wise Agent is a CRM platform with features to manage an agent’s business from cold prospect to contract acceptance, all the way to closing. So with the Wise Agent platform, an agent can create systems, campaigns, and processes to manage a customer at every point in their conversion journey. The dashboard is unique among CRMs because it displays the agents’ weekly calendar. There’s a saying in real estate: if it’s not in your calendar, it doesn’t exist– so successful agents are very, VERY committed to their calendar. Because of this – Wise Agent puts the Agent’s calendar on the dashboard. While Wise Agent doesn’t provide a complete front-end property search-enabled website, it does give an agent the ability to create specific landing pages. Those pages can generate leads through templates that agents can grab, customize and deploy. Wise Agent allows the Agent to set up contact behavior triggers to launch marketing automation. Additionally, Wise Agent has direct integrations with Skyslope and Dotloop so agents can manage their closings inside the system.

Wise Agent allows up to 5 team members to be added at no additional cost and gives a team leader the ability to run a rule-based lead distribution process. And along with this integration, Wise Agent provides unlimited space for document storage. You can organize your closings and massively cut down on paper. While Wise Agent’s system is robust, the site’s overall design is a bit clunky, making it challenging. Especially the campaign design portion– again, while it is robust and functional, the user interface may make it difficult for a new agent to build nurture campaigns.

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Wise Agent Pros
  • Good for solo agents
  • Will work for medium sized teams
  • Can be used for transaction coordination
Wise Agent Cons
  • Design could be improved
  • No front-end website currently
  • Campaign builder takes time to learn

Best Budget Option: LionDesk

Top Features: A large suite of tools for agents on a budget, capability to automate a good chunk of your marketing efforts
Starting at $83 $21/month

Why we chose it: Lion Desk is a stand-alone CRM product designed to give the solo agent a solution that is quick to set up and easy to use. Lion Desk is the CRM of choice for many brokerages for this reason: a brand new agent can get up and running quickly, and a growing agent has more communication tools to improve their lead nurture game. One of the powerful features of Lion Desk is that the layout. All the essential information in a contact record is visible and easy to edit. If you spend hours every day looking at your CRM, you want the contact records to be well designed to help you focus.

Lion Desk has all the fundamental campaign touch features you need to run a successful automated campaign: texts, email, and tasks. Some cool features include an integrated tool to let you create and send video emails inside the system. A “click to call” button in each record allows you to dial a prospect directly from the contact record. There is an Artificial Intelligence feature that, when turned on, will enable Lion Desk’s AI to communicate with your leads (creepy AND cool). Prospects can text a code to a number which will trigger 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.

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LionDesk Pros
  • Fast setup
  • Easy to use
  • Clean design
LionDesk Cons
  • No front-end website currently
  • Reporting could be improved
  • Not recommended for large teams

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).

Salesmate | Grow Your Revenue & Relationships

Salesmate is our honorable mention pick because it is a flexible CRM that is used in many different verticals. It is a great fit for real estate agents and brokerages, as they have spent a lot of time researching and working with agents to understand their pain points day to day. This has enabled them to come up with a sales playbook that works perfectly for real estate agents and brokerages.



The pricing model for Salesmate is more affordable than the competition when it comes to their tiers and feature set. Their pricing plans go from $12-$40 per user monthly on their annual plans. They also have additional add-ons if you are looking to use their built-in calling/texting feature, chat feature, and advanced automation journey which allows you to implement any sales playbook you are looking to implement on your CRM.

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Salesmate is a great tool to make sure you and your team will be productive. The tool itself will be 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 you will use their sales sequences to manage inbound leads, and how you can contact your contacts 16+ times per year via text/email in a non-intrusive way keeping you top of mind when your clients are looking buy or sell their home.

support Integrations

Salesmate has over 100+ integrations but the good news is that they have their own built features which actually reduces the number of integrations needed to successfully optimize your real estate business CRM strategy. The most important integrations for realtors are Google Suite & Microsoft 365 allowing you to house all your most important data inside of Salesmate in one central place.

Best Feature


The best feature for real estate agents is their sales sequences feature which allows you to manage all inbound marketing efforts with automated follow-ups via text message & email so you will only have to speak to the person once they are fully engaged with you and scheduling an appointment. This along with their Real Estate Sales Playbook which gives you the exact blueprints on how you can spend 4 hours per month and outreach to all of your contacts 16+ times per year to make sure you are top of mind when someone is ready to buy or sell their property. These features is what sets Salesmate apart from a lot of real estate CRMs in the market today.

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While Salesmate has 100+ integrations not all of them are native integrations and require a 3rd party tool to connect them. But with that said, they have the core features for built-in calling, text messaging, email newsletters and their own chat feature, so real estate agents should have all the features they need to hit the ground running.


Zurple is in the end-to-end platform class of lead generation solutions for real estate agents. Zurple can quickly build a front-end website custom branded to the agent. It’s then integrated with the agent’s local MLS feed and connects the website to a complete CRM solution. Zurple’s web design architecture positions the website to do very well in organic Google rankings. So, the likelihood that an agent will start generating organic leads without paying for additional lead generation is high. Zurple also provides a suite of paid lead generation services for the agent that wants to create a more internet-driven lead flow.

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One of the facets that make Zurple different is its integration ability. While other lead generation systems are “dumb,” meaning the user designs all lead generation activities, Zurple’s tech connection gives it access to extensive consumer data pools. This data models consumer behavior, and based on behavior, the system can create triggers and deliver highly customized content to a lead. 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. So, while being slightly creepy, it’s also pretty awesome. Zurple’s follow nurture strategies center around email. While email is powerful and, if well done, can be effective, texting is becoming the predominant way to generate follow-up responses from leads. Plus, there can be a fair amount of content customization if you don’t like Zurple’s templated emails.

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Top Feature: Front end website give a great listings search experience

Best For: “Techie” solo agents

Zurple ProsZurple Cons
Robust end-to-end solutionAutomation could be improved
Great organic websitesNot recommended for solo agents
Consumer behavior triggered automationNot as well known in the industry



Follow Up Boss

Why we chose it: 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. Generating and following up with leads is required for Follow Up Boss to work for you. The execution level of those activities will dictate the success level of a real estate business, and Follow Up Boss provides all of the tools, lead contact options, and strategies to operate at a very high level. The other less visible design element of Follow Up Boss is that the CRM is designed with the assumption that the real estate agent needs to bring in LARGE amounts of data, leads, and prospects to grow a good business. Follow Up Boss makes it very easy for the agent to manage large amounts of data to identify prospects that will do business now and in the future. Here’s the thing: 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. And that’s what Follow Up Boss does: it allows the agent to have many, many, many (like a lot) conversations through voice and automation.

Follow Up Boss lets you tag your leads for precise marketing. An integrated scoring system will allow you to prioritize higher-value leads. You can build pipelines to help you visualize where specific leads are in the conversion process. There is also an integrated dialer so you can dial through your database more efficiently. The campaign builder is also super flexible with multiple contact options so that you can create multifaceted follow-up automation.

Top Feature: “Zero learning curve” user experience, easy to scale your business

Best For: Real estate teams

Pricing: $69/month- $1,000/month

Pipedrive | More Sales. Less Legwork.

Pipedrive is a robust web-based CRM that works seamlessly for realtors and brokerages. The company’s positioning is to provide a “one-stop sales hub” effectively allowing you to better manage your opportunities through an easy to use web-based platform and mobile app. Founded in 2010 by seasoned sales veterans, it now serves as a CRM for over 90,000 companies worldwide, including those within the real estate vertical.



Pipedrive CRM pricing starts at $12.50/month for an essential package per user, through to a $99.99/month package for enterprise accounts. All plans in these packages are GDPR-compliant, offer 150+ integrations and 24/7 chat and email support.

Aside from the basics, you also have the option of adding Leadbooster for $32.5/month per company. Leadbooster is a conversational chatbot that allows you to capture hot web leads and organize them within the CRM. We’ll talk about this nifty tool later on in this article as it’s one of Pipedrive’s best features.


If you’re looking for a real estate CRM that is easy to set up, easy to use, and easy to integrate into your sales strategy, then Pipedrive is a great fit. It allows you to know which leads need attention thanks to built-in triggers around overdue activities, from the moment you log in.

Let’s say you’re a realtor and you have a client that has shown interest in selling their property but still needs time to mull over the decision. You can set a follow-up task for that client 30 days in the future, which will notify you to touch base with them again. Mainly, you want a CRM that allows you to organize your leads and activities in a way where you can maximize your close rate.

From a real estate CRM performance standpoint, 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.


You can effectively integrate Pipedrive with a variety of tools such as Google Apps, MailChimp, Trello, and many more through Zapier. Zapier is essentially an app that automates tasks between programs through triggers.

Think “If X happens, then do Y” – allowing you to customize your real estate sales pipeline.

Best Feature

The feature that we liked most with Pipedrive was their Leadbooster. Think about it, you visit a website and want information quickly. After spending a hot minute trying to find your answer, you get frustrated. What do you do? You see a small chat window at the corner, and you click it!

This feature allows you to capture leads hot off the digital press and in real-time. You can customize the interaction to provide users with information and even integrate the leads that you capture directly into Pipedrive!


As we mentioned, Pipedrive is easy to set up and easy to use. Where it lacks, however, is scalability. Pipedrive still has to build its enterprise model to compete with the likes of Salesforce for large-scale organizations.


Propertybase | Real Estate CRM and Marketing Platform

Propertybase is a real estate CRM built to connect brokerages and realtors to their consumers. 200,000+ agents from 2000+ brokerages rely on Propertybase to run their businesses. 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.


Propertybase does not list their pricing directly on the website. However, we’ve seen that their plans begin at $79.99/month per user when billed annually.

They also a higher-tiered plan which allows for MLS integration and a provided brokerage and agent website. So if you’re looking for an all-encompassing real estate CRM, Propertybase’s Blue plan could be a strong fit.


As a CRM focused on the real estate industry, Propertybase has one clear goal: to make the real estate transaction as simple as possible.

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


Propertybase has a good set of integrations within the real estate sector, with Docusign, Zillow, and Trulia all able to work with its software. If you’re looking for the best real estate CRM integrations, however, it does fall short as there are no current capabilities for Zapier, Google, or MailChimp.

Best Feature

Propertybase shines with its specialization of working with realtors and brokerages. Unlike some of the other tools we’ve reviewed, Propertybase has built its entire business model on the real estate vertical. Because of this, they provide a seamless way to take your sales prospecting online in a centralized, clear place.


We touched on this a little earlier: the software’s strengths also lead to its flaws. Being a real estate CRM, they lack the integrations with other tools such as Google, MailChimp, and Zapier. Connecting to some of these powerhouses would allow for more opportunities to automate your marketing efforts and reduce manual work.


Zoho | Power Your Team

If you’re looking for a cost-effective, highly customizable real estate CRM, then Zoho fits the bill to a tee. With an intermediate-level of technical aptitude and some patience, Zoho’s customization options can help you create a CRM that is tailored to the needs of your team and business.


Zoho CRM is one of the few that provides a long-term free option for companies. This free version allows up to three users to gain access to a simplified version of the real estate CRM tools. There is not a high degree of customization, but if you’re looking for something straightforward, it will get the job done.

For paid plans, Zoho provides three options: Standard ($12/month), Professional ($20/month), and Enterprise ($35/month) per user when billed annually. Each tier provides a range of options and functions, with one of the most important being the number of records it will hold (100,000 for Standard through to 3,000,000 for Enterprise).


Zoho’s out of the box solution is simple enough to begin optimizing a real estate brokerage’s sales process and has the customization capabilities to create complex workflows, automation, integrations, and custom solutions.

Users can create customized dashboards to provide a broad overview of the business through prospect funnels and pipelines. Or, you can delve deeper and look at forecasting, even integrating a project management piece to manage deliverables better.


Along with staple integrations such as Google Suite, MailChimp, Office 365, Zoho integrates with DocuSign as well.

Best Feature

The feature that stands out most for us is Zoho’s virtual assistant, Zia, which helps you manage many tasks within the platform. This is an excellent tool if you’re in a meeting and need to pull data on the fly as it saves time and sometimes, face.


Zoho is a tool that begs to be customized – It’s something you don’t want to just set and forget. It’s best to have someone managing the integrations, customizations, and functionality of the tool on an ongoing basis, and of course, that isn’t always possible at smaller brokerages.

A drawback of this customization-driven CRM is that good technical support tends to be a paid option. In other words, you may have to pay a set fee for any customization tasks you require their staff to perform.

Realia | Attract. Nurture. Convert. realia

What does it take to build your brand? These days it’s more than a cohesive vision of who you are, the values you embody, and the services you provide. Just as important as those elements of your professional narrative, is the method by which the message is communicated, the consistency with it is shared, and the artistry of it’s delivery.

That’s why Realia created a compelling client experience which promotes you, your company, and value of working with your organization on every page, with every communication, and in every impression left on your client. The goal, is to help you promote your brand, so that you and your logo – embody the services you provide and the depth of your expertise – while delivered in a manner – that builds confidence in your service and is shared with a touch of your personality.

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Further display your professional capabilities, proficiencies, and expertise with the easily customizable interface via sections intended to highlight local communities, share featured listings, celebrate recently sold homes, assist clients with commonly utilized saved searches, or if you so choose, connect them directly with your preferred lender.

Realia is for you if your clients use lifestyle videos, BLOGs and VLOGs, about both personally and professionally relevant subject matter to share industry insights about the finer details of the communities they’re apart of, and create stronger relationships with the clients they represent. Whether you’re sharing videos of newly designed office space, writing an informative piece about important market data (strategic considerations) , or simply introducing the owner of your favorite local pizza spot via some cheesy video, Realia has the perfect – naturally search engine optimized – format to proudly display your content, and with all of the appropriate social media integrations already built out for you – it couldn’t be easier to deploy!


Realia has integrated with the biggest Real Estate growth tools on the market. In addition we have a direct integration with Zapier that pairs Realia perfectly with hundreds of other apps and online tools.


Best Feature

Forget about lost texts, digging through emails, forgetting a detail, or clunky CRMs

Instead of scrolling through miles of old text messages, looking for phone numbers, email addresses, or what you previously talk about with a client, manage all your client information in one central platform. Use this platform to automatically log all text and call communications without ever thinking twice. Best of all, take this information on the go with our fully integrated mobile app and text forwarding tool!

Make Sure No Deal Slips Through The Cracks

With the CRM system you can see your entire list of clients and know exactly what is happening with them at a glance! You can implement other team members into your deals, add them to an automation, and see who is hot and who is cold. Your intelligent Realia CRM system will also track every interaction your client takes so you know exactly what is going on at all times.

Connect Email, Text, And Calls

Forget all about tab switching, scrolling through texts, or searching for an email. The Realia Real Estate CRM will note and log all points of contacts with a lead for you so you don’t have to remember to log a note or save an email. Client communication just became seamless.

CRM On The Go

Close deals quicker and with more flexibility with our mobile CRM app. Agents are constantly on the move so a system that doesn’t come with you is a system that isn’t worth using. You can see new leads come in, contact hot leads, make calls, and update notes all while on the move. Everything you need to close the deal is always in your pocket.

Scale Your Business 

Agents using a CRM sell more. It works hard to track all important data about deals so agents can focus on growing the business and closing the deal. Using a CRM can improve a clients experience, make agents more productive, and save hours of unnecessary work on a daily basis.

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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.



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.

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. 

Last Updated: 9/7/2022

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