The Best Real Estate CRM for 2025: Agent Reviews & Features

What is a CRM in Real Estate?

CRMs are mission-critical for most real estate agents and teams. It’s software that helps you organize your entire pipeline of clients so you can track and manage those relationships at every stage of the buying (or selling) process. 

There’s a huge variety of features possible in CRMs, but most will have a few key features in common:

• Contact Management. For every contact in your pipeline, a CRM will store detailed information about them, so you know who they are, what they’re looking for, what they’re budget is, etc.
• Lead Management. Captures leads that come in and lets you organize them based on where they are in the process, so you know who to contact, when, and about what.
• Communication and Follow-up. Most CRMs also include features that automate or streamline your communication with leads, including drip campaigns, automated follow-up emails, etc.
• Transaction Management. Since transactions are usually one of the final and most complicated parts of the process for us, CRMs that are built specifically for real estate agents usually help you create, maintain, deliver, and follow up on contracts and other transaction elements.
• Reporting and Analytics. Analytics functions show you data on stuff like conversions and other performance metrics. CRMs built for larger teams typically show data on agent performance. 
• MLS and Tool Integration. Real estate-specific tools usually also integrate with MLS and other tools, such as email, lead generation, etc.
• Referral Management. Finally, most of the best CRMs in our industry will give you some way to track and manage referrals (usually both the new customer and the referrer), which can be especially important for agents hoping to expand their referral network.

My personal advice…

I’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.

Believe me when I tell you that there is a drastic difference in customers you can serve, the revenue you can bring in, and the deals you can land – if you just commit to being obsessed with customer communication. 

The easiest way to do that is with a good CRM. 

If I were doing this all over again, I’d invest in a CRM sooner rather than later. It produces tons of value immediately, and that value only grows as your business grows. It’s almost always worth investing in. 

Methodology

Our in-house real estate experts spent hundreds of hours researching, scoring, and ranking the top real estate CRMs on the market.  The short version of factors considered are: 

• Cost and Value. Price is always important, and we know that solo agents have different budgets than, say, large firms. We don’t think it’s the most important thing, but some of the CRMs above got points for having more competitive prices relative to the value they provide.
• Features & User Friendliness. Different CRMs come with different feature sets, some more important for teams than solo agents.  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.
• Integrations. Real estate agents want to be able to use different tools that integrate seamlessly with their main CRM. Ease of implementation was a major factor in our recommendations.
• 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. Unfortunately, it’s one of the biggest downfalls in customer reviews.
• Overall Performance. As best we could, we tried to roll the above into a general, subjective measure of overall performance.

FAQ Section

What is a real estate CRM system?

A real estate CRM system is specialized software that helps professionals manage interactions with clients and prospects. It is a centralized platform for information on leads, clients, and properties, streamlining business operations.

How do I choose a good real estate CRM?

A good real estate CRM should cater specifically to the user’s needs, facilitating efficient communication and lead management. It must be user-friendly and align with your business requirements, ensuring it’s designed for real estate professionals.

How much does a real estate CRM cost?

CRM costs vary widely, from about $20/month to over $500/month, often based on how big your database is. Most CRMs offer free trials to test whether they fit your needs before fully committing.

What integrations are important for a real estate CRM?

Key integrations include MLS for real-time property listings, email and calendar for communication, and document management for storing important documents. Additionally, social media, marketing automation, mobile apps, and accounting software integrations are valuable for enhancing the CRM’s functionality and streamlining daily operations.

Can the CRM integrate with third-party marketing platforms for targeted advertising campaigns?

Many CRMs can integrate with third-party marketing platforms, allowing for the creation and management of targeted advertising campaigns directly from the CRM.

Reviewed by Chris Heller | Fact checked by Kayla Conboy