The 5 Best Real Estate CRMs to try in 2020

Editor’s note: This review is written by an agent and is entirely their opinion. We will also be adding user-submitted reviews of lead gen tools in the future.

If you’re on this page, you’re already on the right track to grow your business. Now, let’s take a look at the benefits of a real estate customer relationship management (CRM) for realtors and brokers. For those that are unaware, a CRM tool is a platform that allows you to manage your prospect pipeline better. 

A CRM can function as your company’s personal assistant, providing a visual overview of your real estate leads along with a slew of data to make more informed business decisions. 

In this article, we will take a look at (in my opinion) the five best CRMs for the real estate industry: Pipedrive, Propertybase, LionDesk, Follow Up Boss, and Zoho. By the time you reach the end of this page, you’ll have a clear understanding of each option. Additionally, you’ll have a firm idea of which CRMs works best for independent realtors, teams of realtors, or a large real estate brokerage. 

Before we begin:

Before we get into the nitty-gritty of selecting a real estate CRM for your business, let’s do some housekeeping. Throughout this article, we’ll be using terms and acronyms that you may not be familiar with. So, let’s run through some terms to get you up to speed:

  • CRM (customer relationship management)
  • API (application programming interface, or how two programs share information)
  • GDPR (General Data Protection Regulation, the European Union’s anti-spam laws)
  • Close Rate (how many real estate deals you close out of your pool of leads)
  • Merge Fields (can be added to email templates, providing custom text based on values from your records, e.g., your clients First Name or Last Name would be a value that the merge field can draw from)

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.

Price

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.

Performance

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. 

Integrations

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!

Limitations

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.

Price

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.

Performance

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.

Integrations

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.

Limitations

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.

LionDesk | Integrated CRM Platform

LionDesk is a real estate CRM that believes that no lead should be left behind. Their core principles lie in offering users a platform to manage their business stress-free, sell confidently, and stay top-of-mind. It also provides a centralized hub, with capabilities such as bulk texting, auto-drip campaigns, and more.
Like others in our list of best real estate CRM tools, LionDesk positions itself to laser-focus on the real estate vertical.

Price

LionDesk’s real estate CRM has three price tiers: Starter ($21 USD/month), Pro+ ($42 USD/month) and Elite ($83 USD/month) per user when billed annually. All three tiers provide you with the fundamentals of a CRM that will centralize your leads and offer credits for sending text messages and emails. 

One benefit of signing on with their Elite package, is the integration setup, priority support and 1:1 coaching. It also comes with their largest suite of credits, providing 15,000 email and 3,000 texts; great for larger teams that have a strong marketing strategy in place.

Performance

LionDesk provides an extensive suite of services that are easy to set up, and quick to learn. It allows users to manage client interactions, projects, tasks, and even business projections in a streamlined and easy-to-digest manner.

Aside from a robust, yet functional user experience, LionDesk’s real estate CRM can scale based on your company size. Whether you’re an agent looking to market yourself, or a large team, the software has capabilities and customization options to meet your needs.

Integrations

We mentioned that LionDesk is robust. So too are the integrations that it offers. With over 100 available, some of the ones that will help make your business run more smoothly are MailChimp, Facebook, and Zapier. 

For most people, the goal of using a CRM is to streamline your sales processes so you can close more business. Through these integrations, you will be able to automate a lot of the administrative tasks, allowing you to focus your time on the business.

Best Feature

LionDesk’s best feature may be its capability to allow you to automate a good chunk of your marketing efforts. By pairing up lead generation tools, follow-up tools, and built-in intelligent CRM drip campaigns, a lot of the marketing legwork is done for you.

One thing to bear in mind, however, is that, like many other CRMs, there is a non-trivial amount of effort during the initial set up stages. Any successful campaign needs a stable foundation to build upon. Once that’s in place, you have one centralized area where leads will automatically populate and potentially move down a sales pipeline.

Limitations

Although the software comes pre-loaded with a lot of marketing campaigns fresh out of the box, many of them would require some tweaking to make them a little less “salesy.” Rather than go for the hard sell for all prospects, it may be prudent to provide value-add content such as industry reports and infographics as a part of the drip. Getting those set up will require some leg work on your part.

Aside from this, if you’d like to use the tool’s built-in calling or texting features, you have to either use a generated number from the platform or pay to either use your own number or to select a customized one.

Follow Up Boss | Real Estate CRM Software

Follow Up Boss is a niche CRM within a niche industry. The company markets itself as being suitable for smaller real estate teams, effectively providing a simple reporting tool that’s easy to use and avoids the bells and whistles.
It provides calendar management, lead management, and talk and text management through a streamlined and easily navigable dashboard.

It provides calendar management, lead management, talk and text through a streamlined and easily navigable dashboard.  

Price

Follow Up Boss’ real estate CRM is priced at four tiers, ranging from $69/month to $1,000/month. The level of customer support, customization needed, and capabilities in the platform are the key factors in determining the price.

Their bare-bones plan, “Start” provides the basics of a CRM system, and has enough features to offer you a centralized platform to manage your leads and sales pipelines.

Performance

This tool is great for those that are looking for something quick to set up, simple to use, and easy to integrate. The Start package will get you up and centralized, but you need to step up to the Grow package to begin seeing customization options.

We recommend the Start package for those that only want to organize their leads. It doesn’t allow for two-way texting or batch emailing. If you manage many leads on an ongoing basis or work with a partner or on a small team, then the Dominate plan would be a better fit. It allows you to manage call recordings, provides shared inboxes, and, like Grow, gives you access to team coaching.

Integrations

Follow Up Boss has ample options when it comes to integrations to help automate your marketing initiatives. It’s functional with various time-saving tools such as Google Suite, MailChimp, Zapier, and Facebook.

It may be a simple software, but it’s a software that gets the job done. Through the use of these integrations, you will be able to track the effectiveness of omnichannel marketing strategies, many of which have the potential to be automated.

Best Feature

Follow Up Boss is built on the principle that agents should not be spending thousands of dollars on leads if they don’t have a strong follow-up process in place.

As such, the platform focuses on providing an easy-to-use interface to allow you to follow up on a lead consistently until close. With built-in features such as auto texting and emailing, along with a “zero learning curve” user experience, Follow Up Boss positions itself perfectly for agents and small teams to get started quickly.

Limitations

Specializing in serving smaller teams means that you’re unable to scale with them as they grow. It would be great to see Follow Up Boss provide better connectivity to allow larger teams to work together on prospecting, lead sourcing, and closing.

Currently, there is no way to connect contacts that are part of the same transaction. For example, if a property is purchased by Joe and Jane together, there is no way of knowing that it was a joint purchase. Instead, the tool would assign this transaction as two separate leads without anything tying them both together. So, if you’re looking at creating marketing collateral specific to those that purchased properties together, five years ago (and may be coming up for a mortgage renewal), your messaging loses that extra step of personalization that helps with rapport building and eventually, closing.

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.

Price

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).

Performance

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.

Integrations

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.

Limitations

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.

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.