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

Jim Gray, Lead Generation Expert3/22/2024

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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 and connect with new ones – 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 8 Best CRMs for Real Estate

Best Overall Real Estate CRM: Real Geeks

A+

Top Features

: Real-time lead activity monitoring, email and SMS notifications, agent routing
Starting at $299/mo

Why we chose it: Real Geeks is one of the best CRM solutions across multiple categories because it’s straightforward and tailored for single agents and small teams. Real Geeks’ CRM has all the tools you need in a simple interface. Their dashboard includes email drip funnels, mass marketing tools, and even built in texting to push notifications and listings to interested buyers. Have a new listing that your client may want to see? The CRM will allow you to easily send videos and photos directly to your contacts.

The Geek AI Texting Assistants are also another feature that sets Real Geeks apart from the competition. Chatbots are standing by to engage potential leads and ensure that their initial questions are answered. The chatbot, named “Robin,” can even pre-qualify your leads and arrange appointments for showings within minutes. Full Real Geeks Review.

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Real Geeks Pros
  • User-friendly and customizable
  • Quick setup with effective agent websites
  • Robust website builder integrated with CRM
  • Supplemental lead sources
Real Geeks Cons
  • Occasional customer support issues
  • Requires agent verification for lead location
  • Better suited for small teams or individual agents
Starting at $299/mo

Best Real Estate CRM for Teams: CINC

A+

Top Features

: Marketing automation, team management tools, lead scoring, forecasting & reporting capabilities
Starting at $350/mo

Why we chose it: CINC stands out for its performance, simplicity, and convenience in providing an all-in-one solution. CINC’s CRM is robust with a dialer, lead routing & tracking, an easy-to-use mobile app, and tons of customization. Something you won’t get with other competitors is CINC’s elevated drip campaign system, AutoTracks, which offers intelligent, high-performing message templates that are based on lead activity. It works through text, email, agent reminders, and tasks. 

The follow-up options are either communications that run for a set duration, through calendar specific dates you set, or a checklist that gets attached to a lead for items that need completion. Another key feature – the multiple analytics/performance reporting dashboards to make sure you aren’t ever in the dark on your conversion or lead gen efforts. Full CINC Review.

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CINC Pros
  • Powerful & flexible lead generation
  • AI-enhanced lead conversion rate
  • Excellent tracking in CRM for teams
CINC Cons
  • Higher base pricing due to full-service offerings
  • Not all leads are exclusive
  • Learning curve for some features
Starting at $350/mo

Best CRM for Large Brokerages: BoomTown

A

Top Features

: Smart prospecting tools, advanced tagging options, automatic lead response within seconds
Starting at $499/mo

Why we chose it: BoomTown offers a robust CRM, an IDX website with Agent Subdomains, customized smart drip campaigns, and automatic lead response within 90 seconds. Their CRM is great for keeping teams organized and efficient with predictive insights, MLS updates, and smart prospecting tools. 

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

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BoomTown Pros
  • Robust tagging & Segmenting options
  • Mobile app available
  • Distribute leads easily
BoomTown Cons
  • Website design not customizable
  • Not a content marketing solution
Starting at $499/mo

Best Real Estate CRM for Solo Agents: Market Leader

A

Top Features

: Strong mobile app, full automation tools, integration features
Starting at $169/mo

Why we chose it: Market Leader has tons of automation and good tracking to help you know when people have been on your site and what properties they are viewing. It integrates with your website, marketing center, MLS, and 40+ lead sources. All that integration takes a lot off of your plate. 

Another thing that sets Market Leader’s CRM apart from competitors is how user-friendly it is. Across the board, it’s definitely a CRM/all-in-one-solution that people have less trouble operating. 

For me, a good feature is anything that makes your life easier. So, between the automation and the fact that it’s not a challenging CRM to use, you should get some time back to focus on making money, which is a win. Full Market Leader Review.

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Market Leader Pros
  • Comprehensive suite of tools
  • High-grade automation
  • Optimized mobile app for on-the-go efficiency
Market Leader Cons
  • Requires time to customize to specific needs
  • Some add-ons are pricey
  • Not ideally suited for larger teams
Starting at $169/mo

Best for IDX Websites: kvCORE

A-

Top Features

: AI-driven lead management, ability to send mass emails & texts
Starting at $499/mo

Why we chose it: kvCORE helps you manage and nurture customer relationships from lead to closing. With their CRM tools, you can develop automated drip campaigns, evaluate their effectiveness, and make further customizations to improve your metrics. In addition, templates are available to guide you as you set up your own drip campaigns.

From the first moment a prospect clicks on your website or completes a form, kvCORE’s AI lead management system takes over. With this capability, you can respond to inquiries in real-time, day or night, without interrupting dinner. In addition, you can configure the AI to answer questions and set appointments. Full kvCore Review.

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kvCORE Pros
  • Robust platform with lots of tools
  • Great reporting ability
kvCORE Cons
  • Can be pricey
  • Overwhelming platform for new agents
Starting at $499/mo

Best CRM for Consistent Producing Agents: Top Producer

B+

Top Features

: Comprehensive contact view, marketing templates, integration with numerous real estate lead sources
Starting at $109/mo

Why we chose it: Top Producer is one of the best CRM solutions for lead management and routing. Their pipeline management tool works with existing lead sources and brings them all together. You’ll be able to auto-respond to leads in less than a minute with email or text, let your team know about leads, and see who has been assigned to a specific lead straight from the dashboard.

Top Producer automatically starts your custom nurture plan and intuitively sends the right message at the right time. You also have control over when the message is sent and have an unlimited cap of texts that you can send out. 

This blend of high customization and powerful automation, along with its focus on both lead generation and relationship management, makes Top Producer the best choice for small teams & indy brokers seeking a reliable, all-encompassing CRM platform. Full Top Producer Review.

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Top Producer Pros
  • Extensive customization
  • AI-driven follow-up technology
  • Broad integration with real estate lead sources
Top Producer Cons
  • Learning curve for automation design
  • Supports only 25 agents in a team
  • Lacks PPC or SEO lead generation capabilities
Starting at $109/mo

Best Real Estate CRM for Lead Automation: Zurple

B+

Top Features

: Advanced automation & tech connections, consumer behavior, drip campaigns
Starting at $309/mo

Why we chose it: Zurple made the list because of its innovative approach to lead nurturing, and the platform’s advanced automation & consumer behavior insights. The software itself is also able to integrate multiple lead gen tools into a coherent, automatic workflow with ease. 

Zurple is known for creating personalized communication that nurtures leads at every stage of their buying or selling journey. This makes it the perfect CRM tool for real estate brokers & teams focused on lead conversion through consumer behavior analysis and targeted communication.

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Zurple Pros
  • End-to-end solution
  • Behavior-triggered automation
  • Integrates with third-party leads
Zurple Cons
  • Somewhat lesser-known
  • Limited texting customization
  • Lacks a mobile app
Starting at $309/mo

Best Budget-Friendly CRM: Wise Agent

B

Top Features

: Direct integration with Skyslope and Dotloop, easy-to-use dashboard
Starting at $39/mo

Why we chose it: Wise Agent is highlighted as the best budget-friendly CRM option which is great for agents just starting out. That being said, it’s super simple to use. It has direct integrations with essential transaction management platforms and an easy-to-navigate dashboard that simplifies transaction coordination. Due to its affordability, Wise Agent doesn’t provide a complete front-end property search-enabled website, but it does give you the ability to create specific landing pages and generate leads through them.

They also offer some cool features in their CRM for teams like customization for each Team member, notes to share, transaction checklists, and the ability to work the Team as a whole in the account, or individually in separate accounts. Along with this integration, Wise Agent provides unlimited space for document storage, so you can organize your closings with ease.

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Wise Agent Pros
  • Cost-effective
  • Supports transaction coordination
  • Designed for solo agent and small team efficiency
Wise Agent Cons
  • Requires design improvements
  • Lacks a comprehensive front-end website
  • Campaign builder has a learning curve
Starting at $39/mo

Real Estate CRM Honorable Mentions

On the whole, we recommend the CRMs above, but if those aren’t a great fit, here’s a handful of honorable mentions:

Follow Up Boss

Top Features

: “Zero learning curve” user experience, makes it easy to scale your business
Follow Up Boss Pros
  • Phone system is robust
  • Lots of tools to keep teams organized
  • Free 14-day trial
Follow Up Boss Cons
  • Alerts not always consistent
  • Not a one-stop-shop

PropHawk

Top Features

: Huge database, built-in CRM, easy homeowner contact
PropHawk Pros
  • Unified platform with a strong AI database
  • Simplifies workflow with no need for additional plug-ins
PropHawk Cons
  • Not as suitable for beginners
  • Effective use requires daily engagement with the system

BrokerMint

Top Features

: Transaction management, agent commission management, great analytics & reporting
BrokerMint Pros
  • Integrates with other software for full coverage
  • User interface is simple and easy to learn
  • Mobile apps for Android and Apple devices
BrokerMint Cons
  • Limited transaction types
  • Cannot export contacts, transaction data, or documents

GoHighLevel

Top Features

: Comes with unlimited funnels, campaigns are easy to set up
GoHighLevel Pros
  • Ability to clone an entire account
  • Great lead nurture options
  • Unique snapshots and templates
GoHighLevel Cons
  • Funnel builder could be improved
  • Only integrates with Stripe to receive payments online

Salesmate

Top Features

: Handy mobile app, easy automated follow-ups via text & email
Salesmate Pros
  • Real Estate Sales Playbook gives blueprints on how to follow-up with leads
  • Easy to use and set up
  • Single dashboard organization for all leads
Salesmate Cons
  • Some connectivity issues with voice dialer
  • Requires 3rd party tool

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

About the Author

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

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Last Updated: 3/22/2024