Best Real Estate CRM Software: Top 14 Realtor CRM 2022 Comparison

Christopher Sirk
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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. 

 

 

 

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.

Reporting

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.  

Integration

Many real estate CRMs 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)

Product

Best for

Pricing starts at

Url

Freshsales Premiere Real Estate CRM

Best real estate CRM overall

$15 /user /month

Visit

Pipedrive

Best CRM software for real estate investors

$12.50 /user /month

Visit

Liondesk

Top realtor CRM for transaction management

$21 /user /month

Visit

PropertyBase

Great real estate CRM system for marketing automation

Contact vendor

Visit

Wise Agent

Great realtor CRM software for phone calls

$29 /month

Visit

Follow Up Boss

Good realtor CRM for sales pipeline management

$57 /user /month

Visit

Rethink

Good real estate CRM system for commercial real estate

Contact vendor

Visit

Real Geeks

Top realtor CRM tool for contact and lead management

Contact vendor

Visit

LeadSquared

Great CRM solution for large real estate agencies

$400 /user /month

Visit

Streak for Real Estate

Great real estate CRM for Gmail integration

$15 /user /month

Visit

 

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 pros and cons and which is best for different purposes. We cover benefits and drawbacks. There is also a pricing section for each vendor. Your real estate business will get a boost from any of these great CRMs.

 

Freshsales (Best real estate CRM overall)

Freshsales is a sales force automation solution for sales teams. It provides everything a salesperson needs to attract quality leads. It lets you engage in contextual conversations. This CRM helps drive deals with AI-powered insights, and nurture customer relationships. 

Pros:

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 towards powerful pipeline management with Freshsales. 

Cons:

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.

Pricing:

  • Freshsales offers a free version

  • Growth plan is $15 per user/month billed annually

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

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

Freshsales

 

Pipedrive (Best CRM software for real estate investors)

Pipedrive offers a CRM with real estate industry features and a low-learning curve. The platform’s real estate task management does a lot. This includes open houses, property proposals, deal signings, meetings, payments, and more. Automated data input aggregates contact information from web forms and other channels. 

Pros:

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 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.

Cons:

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. 

Pricing:  

  • The Essential plan is $12.50 per user/per month billed annually

  • The Advanced plan is $24.90 per user/per month billed annually

  • The Professional plan is $49.90 per user/per month billed annually

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

Pipedrive

 

LionDesk (Top realtor CRM for transaction management)

Full-featured CRM geared towards the real estate industry. Features customer relationship management tools for organizing contacts and automating communication. Lots of sending out follow-up reminders and activity notifications. It runs multi-channel marketing campaigns. 

Pros:

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. 

Cons:

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.

Pricing:

  • 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

LionDesk

 

Propertybase (Great real estate CRM system for marketing automation)

A real estate CRM built on the Salesforce platform. Propertybase gets you lead and contact management, reporting features, listing management. You also get automation and workflow tools. 

Pros:

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. 

Cons:

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

Pricing:

  • Contact the vendor for exact prices

Propertybase

 

Wise Agent (Great realtor CRM software for phone calls)

Wise Agent is a full-stack real estate CRM. It has many real estate features. These include transaction management, lead generation, landing page builder, commission tracker, smart marketing automation, and contact management.

Pros:

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. 

Cons:

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

Pricing:

  • 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

Wise Agent

 

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

Collaboration-oriented CRM solution for sales teams. It’s got smart lists for calling, prefab drip campaign and action plan templates. There is in-app calling, two-way sync with Gmail and Office 365, and Google Calendar sync. 

Pros:

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.

Cons:

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.

Pricing:

  • 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

Follow-up Boss

 

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

CRM solution tailored for commercial real estate. Complete with tools for tenant rep, landlord rep, buyer rep, and seller rep roles. Connect development projects with your network. Track property investors and transactions with a centralized portfolio view. Plus you get deals and activities with landlords. 

Pros:

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.

Cons:

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

Pricing:

  • Contact the vendor for exact pricing

Rethink

 

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

Real Geeks provides IDX real estate websites backed by a full-featured sales CRM. It’s geared towards generating leads. It filters potential clients according to properties viewed. Other filters are favorites, geographical area, price, and time spent on your website.

Pros:

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 Realtor.com allow you to access more features and data.

Cons:

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

Pricing:

  • Contact the vendor for exact pricing

Real Geeks

 

LeadSquared (Great CRM solution for large real estate agencies)

LeadSquared’s real estate CRM offers end-to-end solutions from lead to opportunity. Also tracks deal offering to the payment processing. 

Pros:

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. 

Cons:

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.

Pricing:

  • 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

LeadSquared

 

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

Streak is a integrated Gmail CRMs for real estate out there. This means it lives inside your Gmail inbox for desktop or mobile. It comes with all the G Suite integrations too. The idea behind Streak is to provide an organic extension of your existing workflow. 

Pros:

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.

Cons:

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. 

Pricing: 

  • 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

Streak

 

Market Leader

Real estate-specific CRM system with website integration. New leads are captured and activity tracking is targeted. Market listings with 100 single property websites. Set featured listings. Run multi-channel marketing campaigns, and receive activity reporting for marketing campaigns.

Pros:

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, Realtor.com and other sources can be synced with Market Leader. 

Cons:

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.

Pricing:

  • Contact vendor for exact pricing

Market Leader

 

TotalBrokerage

Comprehensive real estate business suite. It incorporates CRM, lead and marketing management, transaction workflow too. There is e-signing compliant with ESIGN and UETA Act, accounting tools, and more. Clean, visual UX streamlines a wide range of business processes. 

Pros:

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.

Cons:

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.

Pricing:

  • Brokerages & Teams plan starts at $299 per month

  • For Mega Brokerages plan contact the vendor

Total Brokerage

 

Contactually

Intelligent real estate CRM with bucket sorting of contacts. There are daily tasks dashboard, and AI features for optimizing workflow. There is also ‘best time’ email scheduling and broker-level administration features. Keeps customer relationships on the right track. It manages this with real-time email integration to notify you of new client communications. It's got tools for boosting Gross Commission Income for sales agents. This helps incentivize business growth.

Pros:

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.  

Cons:

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.

Pricing:

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

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

Contactually

 

TopProducer

TopProducer is another CRM dedicated to the real estate industry. It’s an all-in-one CRM solution that specializes in smart follow-up solutions.

Pros:

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. TopProducer does decent workflow automations.

Cons:

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.

Pricing:

  • 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

TopProducer

 

What is the best CRM for realtors? Our key takeaways

There it is. Freshsales tops the list. Freshworks makes great products for many industries. They’ve done it for real estate businesses too. Another major CRM here is Pipedrive. Then there are CRMs built for real estate. LionDesk, PropertyBase and Wise Agent are the top three CRMs for real estate. But every vendor on this list is great. Even the ones at the bottom like Contractually, TopProducer and TotalBrokerage are top choices.

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