Best Real Estate CRM Software: We Tested Top 14 Realtor CRM in 2024

Last Updated:Thursday, March 28, 2024

Quick Summary

Real estate CRM software assists professionals in managing client relationships with features like contact management, lead tracking, email marketing, property listings management, and transaction management. At, we review the top 14 tools currently available on the market, comparing their features, pros, cons, and pricing. 


There are many CRM tools dedicated to specific industries. Real estate agencies are no exception. The best real estate CRM software are all-in-one solutions. They help real estate professionals throughout the sales cycles and close deals. From streamlining lead management from potential homebuyers to improving client relationships, top CRM for real estate companies is the best solution. 

We tested the best realtor CRM software for you, and we bring you an in-depth comparison of the features, pros, cons, and pricing, so you can make an educated decision for your business.



What is real estate CRM Software?

A CRM system for real estate is a software package for customer relationship management for real estate agents and brokers. It manages contacts. It helps market properties. These platforms are good for lead management and the sales pipeline. The best real estate CRMs also manage workflow automations.

Maintain leads effectively

Capture more real estate leads. Get total visibility on where they’re at in your pipeline. You’ll be able to nurture prospects with personalized, relevant information over time. This builds up individual rapport and trust in your firm. Lead qualification and lead scoring help you focus on the right leads to maximize conversions.

Maintain drip campaigns

Manage all of your drip campaigns from one dashboard. Build your email lists for drip marketing campaigns through your CRM’s contact database. Move leads through your pipeline faster with more conversions. Drip marketing automation schedules a sequence of emails to arrive over a set time period, saving time and effort. There are also great email templates.

Enhance follow-ups

Receive notifications to send follow-ups at just the right time. Do this without having to resort to post-its and reminders spread across other digital tools. Develop follow-up sequences and share them with other team members for more deals closed. This is great for both email and phone calls.

Enhance employee productivity

Miscommunication is a major time-waster. As are menial administrative tasks. Real estate CRM lets you create a shared knowledge base. This establishes best practice repeatable workflows. It gains frictionless communication between team members. With the ability to identify areas that need attention, and shift team members to new tasks, you’ll be on track to meet annual quotas.

Track the whole workflow

Track your project management workflow from end-to-end. Identify opportunities and pain points. Sales automation helps sort information across channels and rationalize your workflow. Customization options allow you to design workflows tailored to your business and track all the metrics important to you.

Better process management and payment collection

Manage all your business processes in a centralized way. Fine-tune your sales process to increase revenues. Use property management tools for detailed information on the fly. Automate rent collection, track late fees, and generate and send invoices. 


What does a real estate CRM do?

Real estate CRMs have many functionalities. These include contact management and follow-ups. They can be used for email marketing campaigns and sales pipeline management. Great real estate CRMs offer mobile apps too. They analyze your data to create reports. Many also integrate with other tools like Zoho CRM.

Pipeline management

Pipeline management tools allow you to visualize the sales process. You can identify deals through stages. See which team member is assigned to which deal, identify priority clients, and find out which deals are closing and which might be going stale. Build multiple pipelines for different kinds of clients too.

Email marketing

Keep your company top-of-mind. Build trust and rapport with customizable email marketing campaigns. Send out targeted news updates for buyers, sellers, and renters. Make statistics and trend reports, upcoming events, consumer tips, and links to your company’s content.

Mobile app

A mobile app for Android/iOS comes standard these days. This means for any real estate CRM too. When you’re out showing properties, sitting in your car, or out to lunch, you can still gain access to customers. It also shows you deals, and key information via a mobile device.


Marketing, campaign, sales, and customer reporting give you visibility on how your investment is doing. You can identify problems and show behavioral patterns. It can monitor all the information coming in. Do this so you can identify opportunities and pain points and improve your business processes.  


Some of the best accounting software for real estate agents offer integrations with other digital tools. These extend their usefulness further. Plug your CRM into analytical, reporting, and forecasting apps. Import and export contact records to get more out of your customer database. Make use of marketing automation tools for email, text, and social media ad campaigns.


Real estate CRM comparison chart (top 10 highest rated)


Best for

Pricing starts at


Freshsales Premiere Real Estate CRM

Best real estate CRM overall


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Best CRM software for real estate agents


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Top realtor CRM for transaction management


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Great real estate CRM system for marketing automation

Contact vendor

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Wise Agent

Great realtor CRM software for phone calls


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Follow Up Boss

Good realtor CRM for sales pipeline management


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Good real estate CRM system for commercial real estate

Contact vendor

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Real Geeks

Top realtor CRM tool for contact and lead management

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Great CRM solution for large real estate agencies


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Streak for Real Estate

Great real estate CRM for Gmail integration


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What is the best CRM for real estate agents? Here’s our top 14 realtor CRM list:

Let’s take a look at the 14 best real estate CRMs, their pros and cons, and which is best for different purposes. We cover benefits and drawbacks of each tool as well. There is also a pricing section for each vendor. Your real estate business will get a boost from any of these great CRMs.


1. Freshsales (Best real estate CRM overall)

Freshsales real estate crm individual contact overview

Why We Chose It

After testing each of these 14 tools, our CRM experts ranked Freshsales as the best real estate CRM software. First of all, we found it super-easy to navigate thanks to the user-friendly interface. But we loved its robust features even more.

With AI, reporting and analytics tools, and excellent automation capabilities, this tool will save you time and help you make better, data-driven decisions.

Plus, its affordability makes it accessible to all types of real estate professionals, from small agencies to larger enterprises. For more details, make sure to check out our Freshsales review.


With built-in email, phone, chat, and telephony, Freshsales empowers sales teams with more time for selling. It does this by automating the sales process. This increases efficiency and productivity in their daily activities.

With Freddy AI, salespeople can get insights into the best deals. It shows what actions to take and predicts revenue with sales forecasting. Businesses can take the next step forward toward powerful pipeline management with Freshsales. 


Some of the better features are reserved for premium packages. But overall, the basic and free CRM plans are a decent place to start, and you can always upgrade.


  • Free for up to three users

  • Growth plan is $9/user/month, billed annually

  • Pro plan is $39/user/month, billed annually

  • Enterprise plan is $59/user/month, billed annually

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2. Pipedrive (Best CRM software for real estate agents)

Pipedrive CRM Deals Dashboard showing relevant stats

Why We Chose It

If you’re a real estate agent, then you’re going to love Pipedrive. After testing the tool, our CRM experts found that the platform has dedicated real estate task management, encompassing everything from open houses to deal signings, making it a comprehensive solution for real estate professionals.

Your calls will never be the same with Pipedrive since the tool will allow you to input listing information in advance and easily access related property details and potential buyer contacts.

In addition, Pipedrive allows you to access all customer notes quickly, facilitating lead progression after cold calls with a single click.

We’ve got an in-depth Pipedrive review for you, so make sure to check it out for more details.


Input listing information before it’s about to hit the market. Automatically pull up related property information and contact potential buyers. When you schedule a client meeting, Pipedrive pulls up notes on the customer.

After cold calls, you can advance prospects to the next stage of your sales funnel with a single click. So your voice channel stays in the same workflow as everything else. 

With just an email address, you can do a one-click pre-qualification of leads. Pipedrive will trawl the Internet to obtain in-depth contact information.

Gmail integration appears as a sidebar app. This makes it easy to add contacts from email, make notes, and schedule sales tasks. Full email sync allows you to check messages in-app from whichever email provider you use.


Lacks an internal emailing platform of its own. This means you’ll need to use an integration. Or change tabs to Gmail to use the Pipedrive sidebar. The Pipedrive Dealbot integration with Slack notifies you when a deal is found, won, or lost. But the notification gets lost in the flood of text that characterizes a normal team convo. 


  • The Essential plan is $14 per user/per month billed annually

  • The Advanced plan is $29 per user/per month billed annually

  • The Professional plan is $49 per user/per month billed annually

  • The Power plan is $64 per user/per month billed annually

  • The Enterprise plan is $99 per user/per month, billed annually

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3. LionDesk (Top realtor CRM for transaction management)

Liondesk realtor crm showing multiple listings

Why We Chose It

LionDesk is a full-featured CRM geared towards the real estate industry. What we love about this tool is that, not only will you be able to organize contacts and automate communication, but also simplify the process of managing transactions.

LionDesk, integrating the CRM full form, includes task tracking, document management, and communication tools. It assists real estate agents in efficiently coordinating all aspects of a transaction, from document storage to client communication, thereby enhancing organization and productivity.


LionDesk has intuitive ‘auto-pilot’ drip email marketing. It has custom templates and timing triggers which can be set to send now or at a specific date. The drip email marketing includes support for file attachments up to 10MB.

There’s also support for texting campaigns. Transaction management tools streamline workflow. It helps you build repeatable, reliable closing strategies. Robust data analytics are included. These have useful visualization tools. 


Drip marketing features are not super robust. They lack ‘top-of-funnel’ value-adding content. It’s a bit difficult to personalize email campaigns and customize follow-ups.


  • Starter plan is $21 per user/per month billed annually

  • Pro+ plan is $42 per user/per month billed annually

  • Elite plan is $83 per user/per month billed annually

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4. Propertybase (Great real estate CRM system for marketing automation)

propertybase real estate crm showing individual listing details

Why We Chose It

If you need a tool that will help you excel in marketing, then Propertybase is the right choice for you. What we love about this tool is that you get robust, industry-specific features, such as lead and contact management, reporting features, and listing management. But, that’s not it – you get marketing as well.

PropertyBase's marketing automation tools empower you to automate tasks such as lead nurturing, email campaigns, and social media outreach. This not only saves time but also ensures a consistent and personalized marketing approach.


The platform emphasizes lead capture and repeat and referral business. There is centralized contact management, smart lead routing and notifications. These are unique rules set up for your specific business processes.

There are Smart Lists. These are segmented lists from customer databases with automated follow-up and targeting rules.

Marketing automation tools include bulk email and drip campaigns. They have SMS campaigns. You also get the ability to generate print materials by pulling MLS listings and feeding them into templates. Listing management lets you create, edit, and do portal syndication of your listing database in-app. 


There’s a learning curve. Overall customizability is limited. Some users are not pleased with customer support response and issue resolution.


  • Contact the vendor for exact prices

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5. Wise Agent (Great realtor CRM software for phone calls)

editing individual property in wiseagent real estate crm software

Why We Chose It

Emails are great, but all real estate professionals know that phone calls seal the deal. So, if you’re looking for a tool that will help you better track your phone calls, Wise Agent is the best choice.

Thanks to their user-friendly platform that excels in call management, realtors can seamlessly record and track their phone calls with clients and prospects, ensuring they stay organized and maintain effective communication.

And, even though Wise Agent may not have the extensive feature set of some larger CRMs, we did find that tools for lead management and contact organization do the trick. But, if you need more, you can always integrate Wise Agent with other real estate tools.


The platform's contact management platform adds unique field attributes. These include rank, status, alternate/additional addresses, and spouse info. A referral tree allows you to see how many past clients have referred leads to you. Also shows you how many of those leads have passed your contact info forward.

With vCard API integration, you can send out contact information in vCard format to any party you so wish.  

The Call List feature tells you who you need to call today. There’s one-click access to contact information so you can study up on your client, and any previous interactions. A mobile web app provides easy access to contacts, vendors, day planner, call list, and task list. 


Has a moderate learning curve. Product updates are sometimes not clear to customers before they’re implemented. 


  • Monthly plan for up to 5 users is $29 per month, billed monthly

  • Annual plan for up to 5 users is $299 per year, billed annually

  • Enterprise plan is priced in consultation with the vendor

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6. Follow Up Boss (Good realtor CRM for sales pipeline management)

FollowUp Boss Pipeline in Kanban view

Why We Chose It

For all those who desperately need to put their sales pipeline in order, we recommend Follow Up Boss. This tool allows you to organize and and monitor leads, opportunities, and deals at various stages of the sales process.

And, organized pipeline will not only bring you peace of mind. By providing a structured system to track leads and their progress through the pipeline, Follow Up Boss helps realtors maintain organization.

Better organization means better focus on the leads that are most likely to convert into successful transactions. This targeted approach maximizes the chances of turning leads into clients and closing deals.


Follow-up, lead nurturing, text messaging, and email logging tools help keep your brand top-of-mind. IDX integration allows you to track user website activity. This includes which properties they viewed, how many they viewed, their price point, and more.

The platform is easy to use. It does drag-and-drop Kanban view, which is a plus for speeding adoption. It also allows you to automatically import leads from over 200 sources, including BoomTown and Zapier.


Could use more campaign templates. Creating custom automations can be tricky. The mobile app is a bit lacking in features. For example, there are no tags for Smart Lists. Some of the third-party integrations can feel clunky.


  • Grow plan is $57 per user/per month, billed annually

  • Pro plan is $416 for 10 users/per month, billed annually 

  • Platform plan is $833 for 30 users/month, billed annually

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7. Rethink (Good real estate CRM system for commercial real estate)

ReThink GEOSearch feature

Why We Chose It

Dealing with commercial real estate? Rethink is a CRM solution tailored for you.

One thing that sets this tool apart from the other is that its features and tools are designed to address the distinct requirements of the commercial real estate market.

Rethink will enable you to fficiently track property details, leases, and tenant information. Also, we love that the tool streamlines deal tracking, document management, and communication. You can log deal-related information, key milestones, and important dates in one place, ensuring that nothing is overlooked.

Also, you can easily store and organize critical transaction documents, including contracts, leases, financial records, and property information.


Price homes with real-time accuracy by making use of the platform's COMP database. GEO search for properties, listings, and stacking plans for key data on multi-unit properties.

Manage all the spaces in your portfolio. Track rent per square foot, identify key tenants. Track lease expiries and upcoming availabilities.


Customization options are limited. Rethink lacks offline functionality, meaning you can’t save data without an internet connection.


  • Contact the vendor for exact pricing

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8. Real Geeks (Top realtor CRM tool for contact and lead management)

RealGeeks Lead feature listing all leads

Why We Chose It

If you want to excel in lead generation and management, Real Geeks is the tool for you. We love how easy it is to create and customize websites and landing pages to capture potential client information.

Also, Real Geeks offers integrated IDX websites, which allow users to display up-to-date property listings on their websites.

The CRM provides efficient lead management tools. Once you capture a lead, you can easily categorize it and follow up with automated responses or set up an automated lead-nurturing email sequence that sends relevant information to the lead over a period of time.

So, with this tool you’ll be able to capture, categorize, and nurture your leads quickly and efficiently.


When a lead is qualified and enters your system, agents will receive automatic notifications. You can automatically assign leads according to source and geographical area. You receive follow-up triggers for high-engagement leads.

Also, with active leads who are on your website. Email integration and sync keep your conversations on one centralized platform. Third-party integrations with the likes of Zillow, Zapier, and allow you to access more features and data.


Website design options are limited. Some users have gripes with customer support responsiveness. 


  • Contact the vendor for exact pricing

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9. LeadSquared (Great CRM solution for large real estate agencies)

LeadSquared Individual contact overview showing all contact data

Why We Chose It

For all those working in big teams and agencies, we’d recommend LeadSquared. Why? Well, we found that this tool has robust lead management capabilities, allowing you to capture, organize, and prioritize leads efficiently.

In addition, this tool makes communications with leads and clients, but also within the team super easy. The platform supports team collaboration by enabling multiple users to access and work on leads simultaneously.

And, with features for email and SMS marketing, ensuring that agencies can effectively communicate with leads and clients.


Prioritize leads and tasks with custom lead scoring criteria and activity scores. Distribute your leads to agents and call center. This is based on custom specified criteria including property type, sub-type, location, and more. Automate follow-up inquiries with pre-set responses for different types of inquiries. 

Capture inquiries from marketing campaigns across Google, YouTube, Facebook, LinkedIn. Also traditional print and television ads and real estate marketplaces like CommonFloor.

The platform records all your interactions with prospects across channels. This keeps you on top of lead status and improves overall service experience. Using the drag-and-drop landing page builder is a snap. You can build customized pages for different projects and properties. 


Reporting capabilities are a bit limited. There is a lack of granular reporting capabilities. This makes it hard to identify how things are doing at specific stages of your sales pipeline. Permissions and user role assignment features could be more robust.


  • Basic plan is $400 per month, billed annually

  • Standard plan is $1,200 per month, billed annually

  • Enterprise plan is $2,500 per month, billed annually

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10. Streak for Real Estate (Great real estate CRM for Gmail integration)

Streak Gmail CRM for real estate

Why We Chose It

Are you using Gmail to communicate with your leads, clients, and colleagues? Well, here is the tool that will live inside your Gmail inbox for desktop or mobile. The idea behind Streak is to provide an organic extension of your existing workflow in the G Suite. 

With this tool, you’ll be able to manage leads, contacts, and deals directly within your Gmail inbox. And, with Streak's intuitive pipeline management tools, you’ll be able to visually track leads, prospects, and transactions as they progress through various stages.

Last but not least, advanced features such as email tracking, analytics, and reporting will allow you to be on top of your game.


It’s designed to de-clutter your multi-tasking inbox. This way you can store and send documents, as well as communicate with your clients. And not to mention your ecosystem of builders, home inspectors, legal attorneys, and other stakeholders.

Manage and share documents as a team. See all the contextual information for a given contact displayed on the Streak sidebar. Use formulas to calculate individual commissions. 

The platform includes customizable workflows with easy to use search, filter, group, and sort functions. Plus there is automatic tracking, data capture, and easy to view details of your pipeline right alongside your emails.


Streak is a lightweight CRM. This means its features are rudimentary in comparison to other full-suite CRM options that have Gmail plug-ins. Despite Streak living in your Gmail inbox, some users find the interface overcomplicated. Some complain about slow loading times. 


  • Streak offers a free version with basic CRM features

  • Solo plan is $15 per user/per month, billed annually

  • Pro plan is $49 per user/per month, billed annually

  • Enterprise plan  is $129 per user/per month, billed annually

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11. Market Leader

marketleader real estate crm showing all contact history for individual contact

Why We Chose It

If you’re looking for a tool that allows you to capture leads, manage them, stay in touch via automated emails, and reach them via marketing campaigns, then you should consider Market Leader.

With this tool, you’ll be able to capture leads from various sources, including websites and marketing campaigns, and then organize and categorize them based on criteria like buying or selling interests, location, and more.

Robust communication and marketing tools will allow you to stay on top of the mind of your prospects, and in-depth analytics and reporting will help you make data-driven decisions.


Contact management tools are on full offer. They allow you to track lead sources and conversions. Plus you see which properties users have viewed or saved. Set up automated responses to drive engagement and improve your speed to lead. Leads from Zillow, Trulia, and other sources can be synced with Market Leader. 


Your website will be hosted on their domain. This could get a bit messy if you decide to leave the vendor. Some users are unsatisfied with the quality of leads generated.


  • Contact vendor for exact pricing

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12. TotalBrokerage

TotalBrokerage real estate crm dashboard preview

Why We Chose It

Technically, TotalBrokerage is not a CRM, but we had to place it on our list. It is a comprehensive real estate business suite and, in addition to the CRM, it is packed with other features.

Need to hire new agents? With this tool, you get HR tools to manage your personnel easily and also the Agent Onboarding feature that helps you get new hires up to speed quickly.

Of course, you’ll also have no problem keeping track of your leads thanks to the integrated CRM and reporting capabilities. TotalBrokerage can enhance your marketing, earnings management, and performance insights through advanced marketing automation, commission tracking, and detailed reporting features.


Marketing platform handles drip campaigns, auto-responders, and has a built-in HTML editor. The auditing feature maintains a record of all changes to ensure the integrity of your database. Customizable reporting tools work well. They offer insights into lead conversions.

It also does financial forecasting, and critical performance trackers. This connects to Facebook. It finds quality social media leads, while Zapier integration allows you to capture leads from any third-party source. A sliding scale pricing model makes the platform responsive to organizational growth.


The number of features can be overwhelming. There’s a lack of native integrations, so you will be reliant on Zapier for data capture and sync from most third-party sources.


  • Brokerages & Teams plan starts at $299 per month

  • For Mega Brokerages plan contact the vendor

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13. Contactually

Contactually CRM for real estate dashboard

Why We Chose It

Contactually is an excellent choice for a real estate CRM, offering robust contact management, automation, and customization features that empower real estate professionals to efficiently nurture client relationships and automate tasks.

Contactually's versatile pipeline management tools facilitate efficient lead and transaction tracking by providing a visual representation of the entire sales process. Agents can see the progress of each lead or deal, from initial contact to closing, and can easily move them through various stages.

Analytics tools provide valuable insights into lead and client engagement, helping users make data-driven decisions to optimize their real estate strategies.


Contactually's contact management system prompts you to get in touch with people you haven’t spoken with in a while. It also stores a record of all your past conversations. This way you can reference it in the future to build stronger relationships. Social media integrations are good. Automation tools help you capture more leads, and find out when and where your business is being discussed.  


There can be some contact record duplication issues. Time-intensive implementation may be a deal-breaker for some businesses. Some users report that although customer service agents respond fast, they can sometimes be slow to resolve issues.


  • Professional plan is $69 per user/per month billed annually

  • Accelerator plan is $119 per user/per month billed annually 

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14. Top Producer

Why We Chose It

Top Producer is a standout choice for real estate CRM. First, you can capture potential clients with lead-generation tools through various channels, such as your website, marketing campaigns, or social media.

Then, you can categorize your leads (manually or automatically) and stay in touch with them through automated lead nurturing campaigns. Once the lead progresses to the point of receiving an offer, you can streamline all the tasks.

You can create deals, store documents, and even create and assign tasks inside the CRM.


You get a total 360 degree view of all your contacts. This also includes insights from social media. There is an MLS connection. It tracks the properties your clients are interested in. You can manage transactions through this tool. Tons of integrations available from Zapier to Zillow. Top Producer does decent workflow automations.


This CRM for real estate does not score very high points for ease of use. But it’s not impossible to learn. Just takes some time and effort.


  • Starter plan is $40.50 per user/per month, billed annually

  • Professional plan is $67.50 per user/per month, billed annually

  • Advanced plan is $76.50 per user/per month, billed annually

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What is the best CRM for realtors? Our key takeaways

In our extensive evaluation of 14 leading real estate CRM solutions, Freshsales emerges as the top choice. It combines user-friendliness, robust features, and affordability to deliver exceptional value.

The key factor that sets Freshsales apart is its ability to save time, enhance efficiency, and facilitate data-driven decision-making. The integration of email, phone, chat, and telephony streamlines sales activities, while the Freddy AI adds an extra layer of intelligence, offering insights into the best deals and sales forecasting.

While other CRM options offer valuable features for specific purposes, Freshsales excels as a well-rounded solution, making it our top choice to boost your real estate business. Its free plan for up to three users and affordable pricing for larger teams or enterprises ensure accessibility for real estate professionals of all sizes.


Real Estate CRM FAQs

1. What does CRM mean in real estate terms?

In real estate, CRM (Customer Relationship Management) refers to software that helps agents and brokers manage their client interactions more effectively. It involves organizing and tracking clients at every stage of the sales process, including storing contact information, managing leads, coordinating transactions, and automating marketing efforts.

CRM tools in real estate are designed to improve client relationships, streamline workflows, and enhance overall sales productivity.


2. What CRM do realtors use?

Realtors use a variety of CRM software tailored to their specific needs. Popular choices include HubSpot CRM, known for its versatility and ease of use, and Zillow Premier Agent CRM, which provides unique client insights. Other widely used CRMs by realtors are Salesmate for Realtors, AgileCRM, and Streak CRM for Real Estate, each offering distinct features for effective lead management and client relationship nurturing​


3. What is the best CRM for estate agents?

The best CRM for estate agents typically depends on their specific requirements and business size. However, HubSpot CRM is often recommended for its comprehensive features and user-friendly interface. LionDesk is favored for transaction management, while Propertybase stands out for marketing automation. These CRMs offer a blend of lead management, communication tools, and marketing features essential for real estate agents​.


4. Which CRM does Keller Williams use?

Keller Williams utilizes its own custom CRM platform known as "KW Command." This CRM is specifically designed for Keller Williams agents and integrates various aspects of real estate business management. KW Command offers a suite of tools for lead management, marketing, client communication, and transaction tracking, all tailored to the unique workflows and needs of Keller Williams' real estate professionals.

This CRM system is a part of Keller Williams' broader technology initiative, aimed at providing innovative and integrated solutions for its agents.