The Best Real Estate CRM for 2023: Agent Reviews & Pricing

Jim Gray, Licensed AgentJanuary 26, 2023

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 6 Best Real Estate CRMs

  • Best Overall Real Estate CRM: Zurple
  • Best CRM for Teams: Real Geeks
  • Best Real Estate CRM for Solo Agents: Market Leader
  • Best Full-Service CRM (includes website, idx, leads, and more): CINC
  • Best Low-Cost CRM: Top Producer
  • Best Non-Traditional CRM (ideal for Indy brokers): Ruuster

Best Overall Real Estate CRM: Zurple

Top Features: Front end website give a great listings search experience
Starting at $299/month

Why we chose it: 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.

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.  Pretty awesome, right? Zurple’s follow-up 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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Zurple Pros
  • Robust end-to-end solution
  • Great organic websites
  • Great at generating SEO leads
  • Consumer behavior triggered automation
Zurple Cons
  • Automation could be improved
  • Not as well known in the industry
Starting at $299/month

Best CRM for Teams: Real Geeks

Top Features: Can be used for lead generation or stand alone CRM
Starting at $299/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
Starting at $299/month

Best Real Estate CRM for Solo Agents: 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
Starting at $139/month

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

Top Features: Full-service, fully integrated crm with targeted marketing tools, team management tools, and idx website.
Starting at $200/month

Why we chose it: CINC offers performance, simplicity and convenience in your IDX website.  Designed by high-performing agents, it’s an all-in-one solution that delivers a slick, customer-facing experience….sure, but it’s also a powerful marketing platform that can generate free and pay-per-click leads plus nurture them through behavior-driven follow-ups.  IDX listings presentation, lead generation, and nurture all work seamlessly without agents having to stitch all the pieces together.  

They mostly source their leads from Google and Meta (Facebook and Instagram). Lead generation is hyper-local and takes full advantage of technology to provide you with quality leads and data. 

CINC offers a host of automated tools for you and your team, including automated email and text campaigns. Plus, you’ll get smart suggestions after every communication you have with potential clients as well as former clients on the best ways to convert. There’s also ListCast, an AI tool that advertises targeted, personalized recommendations to potential leads. 

Their Seller Suite gathers insights into seller opportunities to help you improve contact and close ratio with seller leads. Once captured, you’ll have automated follow-up, which includes a welcome email, home value report, and more.

CINC makes it easier to facilitate collaboration and increase productivity as a team. They have automated lead routing to pair new leads with the right agent. They have the added benefit of a feature-rich backend that includes agent accountability and intelligent team management tools. Activity tracking is simple across channels and team members.

CINC also offers the PROLINC Referral Network, which includes every CINC user in North America. Here, you can receive referrals from other agents in different locations. PROLINC provides you with referral leads who are ready to convert.

It’s a worthwhile investment for teams looking for an all-in-one platform to convert paid leads. While subscriptions can get expensive, their multiple lead sources and team management tools can help busy teams streamline their approach. There’s no better option for small teams looking to increase their lead generation, conversion, and sales. It’s also perfect for teams looking to scale their business with a great ROI.

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  • Powerful & flexible lead gen
  • Don't need to be a techie to get all the value
  • No contract required
  • Perfectly suited for brokerages
  • Customizable CRM
  • Higher base pricing due to the "full-service"
  • Lack of customizations options
  • Learning curve for feature use
Starting at $200/month

Best Low-Cost CRM: Top Producer

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

Best Non-Traditional CRM (ideal for Indy brokers): Ruuster

Top Features: Works best for teams and independent brokerages 5-100+ agents
Starting at $299/month

Why we chose it: Ruuster allows you to invite your clients via integrations into your CRM system. You can bulk upload, choose manual entry, or send them directly to your custom, branded landing page to sign up. Your clients are then invited to a custom version of Ruuster that keeps you and your branding front and center throughout their whole homebuying experience.

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 own app launched with Ruuster sports your own branding both online and in the app stores. It comes with a full MLS integration with property updates that get sent via push notification (just like Instagram when someone “likes” your post). It also has a customizable educational center that allows you to publish your own articles and videos to establish yourself as the real estate expert in your area.

Another great feature is the centralized chat system that keeps you and your clients organized so you can book tours and discuss properties. Plus, an integrated vendor section that gives your clients access to your trusted lenders, insurance agents, home service pros, and more.

All client and agent activity including property views, articles read, vendors contacted, etc. fully integrates into your CRM system. By combining activity tracking with automations and data from your existing technology,  you can 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 $299/month
Need help choosing the right option?

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

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).

Top Features: Deliver a personalized experience through your CRM without the typical personalized effort required
Starting at $495/month

Why We Chose It: Personalization can help real estate agents cut through marketing noise, which is exactly where Audience can help.

Audience uses robots that replicate human penmanship to write personalized letters that include scannable QR codes. Yah – you read that right. Robots.  And it works really well. 

Audience boasts a 90% read rate (!!) and a response rate that is 6x higher than other direct mail solutions. It’s really difficult to send handwritten letters at scale, but Audience provides an efficient and cost-effective way to do it. 

Their letter is just the start, though. In fact, it’s the door-opener that surprises leads and removes friction. 

Audience does more than just send personalized letters, too. With your account, you’ll receive text templates, an app to send one-off notes, and a dedicated account manager.

They take care of lead generation for you before they send out a letter. All you have to do is provide them with zip codes and home values you’re looking for. Their lead database has hundreds of filters, making sure letters are mailed to the most targeted prospects and customers. Also, you can upload your contact list to their database or integrate them with your existing CRM. 

If you want to boost the lead targeting capabilities, we recommend combining Audience’s awesome hand-writing service with Catalyze’s exclusive seller leads for an unmatchable 1-2 punch.

During lead generation, they’ll find the emails and LinkedIn profiles of your leads. Once the letter is sent, Audience provides digital retargeting for recipients, sending out automated emails and LinkedIn profile follow-ups. This will ensure you’re top of mind with any of your prospects and clients.

Audience also offers exclusivity. When you become an Audience client, they won’t send notes to the same addresses as competitors, meaning you get those leads all to yourself.

show more Pros
  • Handwritten notes sent at scale
  • One day turnaround(!)
  • 45-day risk-free trial Cons
  • Somewhat pricey
  • Limited to traditional marketing
Starting at $495/month

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
  • 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 $32/month


Top Features: Comes with unlimited funnels, visitors, and pages even on their cheapest plan
Starting at $97/month

Why we chose it: GoHighLevel gives you all of the tools your real estate business needs without worrying about duct-taping multiple platforms together.

The GHL landing pages allow you to capture leads using unique landing pages, surveys, forms, calendars, inbound phone systems, etc. The CRM system will enable you to message leads via voicemail automatically, forced calls, SMS, emails, and Facebook Messenger. The campaigns are easy to set up, and you can respond seamlessly to leads in multiple channels. The built-in tools help agents collect payments, schedule appointments, and track analytics without having to integrate with other software.

GoHighLevel is a complete suite platform for solo agents and brokerages. It includes a full-featured page builder where you can create full websites (and funnels). The landing pages and featured websites come with custom menus, making switching up your CTAs quick and easy. Built into the platform is also the ability to set up surveys and capture forms. You can integrate directly with the page builder or embed them on your websites.

The best perk of GoHighLevel is its calendar application so you can capture the appointment in one straightforward flow. 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 follow-up potential
  • Unique snapshots and templates
GoHighLevel Cons
  • Funnel builder could be improved
  • Only integrate with Stripe to receive payments online.
Starting at $97/month


Top Features: Sales sequence feature manages all inbound marketing efforts with automated follow-ups via text message & email
Starting at $12/month

Why we chose it: Salesmate is an 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.

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.

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.

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Salesmate Pros
  • Real Estate Sales Playbook gives blueprints on how to follow-up with leads
  • Automated holiday and seasonal messages go out 16+ times a year
Salesmate Cons
  • No native integrations
  • Requires 3rd party tool
Starting at $12/month


Top Features: Platform automatically logs all text and call communications
Starting at $50/month

Why we chose it: 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.

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.

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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 $50/month


Top Features: Easy-to-use dashboard, advanced automation tools
Starting at $499/month

Why we chose it: Chime is an all-in-one platform that includes a lead generation suite, 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 Chime’s CRM. Chime has a broad selection of analytics tools that allow you to optimize your lead-generation efforts. 

For those looking to invest in a robust tool that can help them scale their business, Chime is an excellent option. The sleek dashboard keeps activity and engagement tracking visible so that you always have access to the data you are looking for.

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Chime Pros
  • Comprehensive solution for lead generation
  • Website development tool
  • Data visualization
Chime Cons
  • More expensive option
  • Support options are limited
Starting at $499/month


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

Why we chose it: LionDesk 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.

LionDesk 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
Starting at $21/month

Follow Up Boss

Top Features: “Zero learning curve” user experience, easy to scale your business
Starting at $69/month

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.

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Follow Up Boss Pros
  • Phone system is robust
  • Lots of tools to keep teams organized
Follow Up Boss Cons
  • Alerts not always consistent
  • Can be difficult to learn
Starting at $69/month


Top Features: Customize the interaction to provide users with information and integrate leads directly into Pipedrive
Starting at $12.50/month

Why we chose it: 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.

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.

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PipeDrive Pros
  • Leadbooster tool allows you to capture leads in real-time
  • Build customizable interactions
PipeDrive Cons
  • Lacks scalability
  • Newer system has some kinks to work out
Starting at $12.50/month


Top Features: Seamless way to take your sales prospecting online in a centralized, clear place
Starting at $79.99/month

Why we chose it: 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.

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.

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Propertybase Pros
  • Built based on real estate vertical
  • Everything in one centralized place
Propertybase Cons
  • Lack integration ability
  • Requires 3rd party tool
Starting at $79.99/month


zoho logo
Top Features: Zoho's virtual assistant, Zia, helps you manage many tasks within the platform
Starting at $12/month

Why we chose it: 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’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.

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Zoho Pros
  • Zia saves time by managing tasks for you
  • Pull data on the fly
Zoho Cons
  • Technical support only available for top tier paid option
  • Best to have someone managing integrations due to kinks
Starting at $12/month

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: 1/26/2023