Best Real Estate CRM Software (2020): Reviews & Pricing
There’s no question—tech has brought big changes to the real estate business. Customers are more savvy than ever, with online access to detailed market information and listings, and the ability to easily research and compare realtors and properties on offer. Almost all buyers now start their search for a home on the Internet, and approximately 50% end up finding their home online.
Yet 88% of buyers and sellers still use a real estate agent. In other words, the customer’s traditional reliance on a trusted realtor remains intact.
On the realtor’s side of things, the major game-changer has been digital tools like CRM, which have become cheaper, better, and more specialized in features. Professionals in the real estate industry now account for a whopping 25% of all CRM users.
The term ‘real estate CRM’ refers to two types of CRM systems: specialized CRM software explicitly for real estate applications, and general CRMs that have real estate industry-friendly tools.
A CRM for real estate typically incorporates sales CRM, contact management, project management, and service CRM features, and connects with IDX websites and MLS databases. CRMs offer many tangible benefits for any real estate agency, from building a website that captures leads to managing multiple pipelines, to closing more deals, to building efficiencies across your business processes.
The search for the “best real estate CRM” is, of course, inherently subjective. No two businesses are the same, and shopping around is strongly encouraged. To help you along in your search, here’s a list of our top picks:
18 Best Real Estate CRM Software
1. Market Leader
Real estate-specific CRM system with website integration, so new leads are automatically captured and activity tracking is hyper-targeted. Market listings with 100 single property websites, set featured listings, run multi-channel marketing campaigns, and receive activity reporting for marketing campaigns.
Contact management tools allow you to track lead sources and conversions, plus 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 automatically synced with Market Leader.
Market Leader also owns housevalues.com, a popular site where homeowners go to calculate the estimated value of their home (or other property) that they’re thinking about selling. Prospective sellers input a range of details regarding geographical location, neighborhood, size of home, etc., and are captured as leads by Market Leader.
The vendor then sells these leads, on an exclusive basis, to realtors using their CRM platform who claim a zip code. This allows you to target specific areas as you work towards your transaction and commission goals.
If you decide to go with Market Leader, it’s good to be aware that your website will be hosted on their domain, which could get a bit messy if you decide to leave the vendor. Some users are unsatisfied with the quality of leads generated.
Professional plan is $99 per month, billed annually
Lead service is $20-30 per lead
Comprehensive real estate business suite incorporating CRM, lead and marketing management, transaction workflow, e-signing compliant with ESIGN and UETA Act, accounting tools, and more. Clean, highly visual UX streamlines a wide range of business processes.
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 offer insights into lead conversions, financial forecasting, and critical performance trackers. Directly connects to Facebook to find 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 initially. There’s a lack of native integrations, so you will be reliant on Zapier for data capture and sync from most third-party sources.
Brokerage, Teams, and Agents Plan is priced on a sliding scale, starting at $219 per month/billed annually (for 10 agents)
Mega Brokerages Plan for more than 250 agents is priced in consultation with vendor
3. Wise Agent
Wise Agent is a full-stack real estate CRM, with features including transaction management, lead generation, landing page builder, commission tracker, smart marketing automation, and contact management.
The platforms’s contact management platform adds unique field attributes, including rank, status, alternate/additional addresses, spouse info, child birthdays, and even pet names. A referral tree allows you to see how many past clients have referred leads to you and in turn, how many of those leads have passed your contact info forward (and so on, and so forth). 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, with one-click access to contact information so you can study up on your client, and any previous calls and interactions, before dialing them. A mobile web app provides easy access to contacts, vendors, day planner, call list, and task list.
Has a moderate learning curve. Product updates, and fundamental changes to product features, are sometimes not clearly communicated 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
A 14-day free trial is available for the Monthly and Annual plans. Additional users can be added to your account for a nominal fee per month (pricing is flexible, contact vendor for details).
4. Follow Up Boss
Collaboration-oriented CRM solution for sales teams, with smart lists for calling, prefab drip campaign and action plan templates, in-app calling, two-way sync with Gmail and Office 365, and Google Calendar sync.
Follow-up, lead nurturing, text messaging, and email logging tools help keep your brand top-of-mind and have more deals in play. IDX integration allows you to track user website activity, like which properties they viewed, how many they viewed, their price point, and more—all this so you can better segment leads.
The platform is easy to use with a drag-and-drop Kanban view, which is a big 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, and 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.
Start plan is $41 per user/per month billed annually (with two months free), and $49 per user/per month billed monthly
Grow plan is $57 per user/per month billed annually (with two months free), and $69 per user/per month billed monthly
Dominate plan is $82 per user/per month billed annually (with two months free), and $99 per user/per month billed monthly
Platform plan for 15+ agents/per month billed annually is $833 (with two months free), and $1,000 billed monthly
Pipedrive offers a small business-targeted CRM with real estate industry features and a low-learning curve.
The platform’s real estate task management encompasses open houses, property proposals, deal signings, meetings, payments, and more. Automated data input aggregates contact information from web forms and other channels.
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 the most in-depth contact information possible. Gmail integration (appearing as a sidebar app) 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, meaning you’ll need to use the Mailchimp 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 easily gets lost in the flood of text that characterizes a normal team Slack convo.
The Essential plan is $12.50 per user/per month billed annually, and $15 billed monthly
The Advanced plan is $24.90 per user/per month billed annually, and $29 billed monthly
The Professional plan is $49.90 per user/per month billed annually, and $59 billed monthly
The Enterprise plan is $99 per user/per month, billed annually
A 14-day free trial is available for the Essential, Advanced, and Professional plans.
CRM solution tailored for commercial real estate, with specialized tools for tenant rep, landlord rep, buyer rep, and seller rep roles. Connects development projects with your network, track property investors and transactions with a centralized portfolio view, plus deals and activities with landlords.
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, and track lease expiries and upcoming availabilities.
Customization options are limited. REthink lacks offline functionality, meaning you can’t save data without an internet connection.
Essential plan is $99 per user/per month, billed annually
Professional plan is $159 per user/per month, billed annually
7. Real Geeks
Real Geeks provides IDX real estate websites backed by a full-featured sales CRM. Explicitly geared towards generating leads, it filters potential clients intelligently, according to properties viewed, favorites, geographical area, price, and time spent on your website.
When a lead is qualified and enters your system, agents will receive automatic email and/or SMS notifications. You can automatically assign leads according to source and geographical area, and receive follow-up triggers for high-engagement leads, as well as active leads who are currently on your website. Email integration and sync keep your conversations on one centralized platform, while third-party integrations with the likes of Zillow, Zapier, and Realtor.com allow you to access more features and data.
Website design options are limited. Some users have gripes with customer support responsiveness. Real Geeks offers a real estate search app for your leads/customers to use, called MoveTo, but there's no mobile CRM for agents.
Basic package for two users is $249 per month, billed annually; the cost of adding additional users is $25 per user/per month
Property valuation add-on is $50 per month, billed annually
Real Leads lead generation marketing service starts at $300 per month, billed annually
LeadSquared’s real estate CRM offers end-to-end solutions from lead to opportunity, from the deal offering to the payment processing.
Prioritize leads and tasks with custom lead scoring criteria and activity scores. Distribute your leads automatically to agents and call center based on custom specified criteria (including property type, sub-type, location, and more). Automate follow-up inquiries with pre-set responses tailored to different types of inquiries.
Capture inquiries from marketing campaigns across Google, YouTube, Facebook, LinkedIn, traditional print and television ads, and real estate marketplaces like CommonFloor. The platform automatically records all your interactions with prospects across channels to keep on top of lead status and improve overall service experience.
Using the included drag-and-drop landing page builder, you can build customized project landing pages for different projects and properties with ease.
Reporting capabilities are a bit limited, with 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.
Lite plan is $25 per user/per month billed annually
Pro plan is $50 per user/per month billed annually
Super plan is $100 per user/per month billed annually
Ultimate plan is priced in consultation with vendor
A 15-day free trial is available; no credit card is required.
9. Streak for Real Estate
Streak is one of the only fully integrated Gmail CRMs for real estate out there—meaning it lives directly inside your Gmail inbox for desktop or mobile (and that comes with all the G Suite integrations too). The idea behind Streak is to provide an organic extension of your existing workflow, which (for most people) happens to be very email-centric.
It’s designed to de-clutter your multi-tasking inbox life, so you can store and send documents, as well as communicate with your clients, not to mention your ecosystem of builders, home inspectors, legal attorneys, and other stakeholders.
Manage and share documents collaboratively. See all the contextual information for a given contact displayed on the Streak sidebar. Use formulas to automatically calculate individual commissions.
The platform includes customizable workflows with easy to use search, filter, group, and sort functions plus automatic tracking, data capture, and easy to view details of your pipeline right alongside your emails.
Streak is a lightweight CRM, meaning its features are fairly rudimentary in comparison to other full-suite CRM options that have Gmail plug-ins. Despite Streak living entirely in your Gmail inbox, some users find the interface to be overcomplicated with slow loading times.
Streak offers a free version with basic CRM features
Professional is $49 per user/per month, billed annually
Enterprise is $129 per user/per month, billed annually
10. Real Estate Creatio (formerly BPM’ Online)
CRM Creatio offers an extended toolkit for the real estate industry, encompassing both commercial real estate and residential real estate applications. The platform merges marketing, sales and service on a single interface to help realtors boost productivity, and to manage every stage of customer interaction.
Features cross-channel communication management from one dashboard and a unified customer request database, making it significantly easier to keep tabs on clients and respond quickly and intelligently.
Automates routine tasks to free up time for client interaction. Manages leads, drip campaigns, listings, offers, and closed deals. An MLS connector allows you to import available market listings into your system, run searches, and match client requests in real-time.
UI is somewhat cluttered, customization of the platform can be very time-consuming, and there is a moderate learning curve.
$35 per user/per month, billed annually
Custom pricing is available with the purchase of 100+ seats
11. Centra Hub CRM
Centra Hub CRM offers tools for managing and selling assets, encompassing sales funnel, revenues, asset availability, and legalization of documentation.
The platform provides comprehensive features for realtors, with computer-aided facility management that tracks SLAs. It also provides an owner’s association management system for community discussion, including owners, tenants, and community managers, with calendar and facility management, and invoicing functions.
Offers full process visibility with detailed property unit sorting, filtering, and attribute categories and contact recording, including contact source, address, phone number, and other vital information. This contact management system acts as the foundation for the rest of the app, a centralized database of people from which you build out your business processes and workflow.
Schedule tasks and appointments, track contact activity, and import and export contacts. The platform is highly customizable, and its contact management integrates seamlessly with sales, marketing, service, and help desk functions.
Could benefit from more full-fledged integrations with other apps. Reporting tools could benefit from more sophisticated automation.
Start Up plan is $10 per user/per month billed annually, and $12 per user/per month billed monthly
Professional plan is $17 per user/per month billed annually, and $20 per user/per month billed monthly
Enterprise plan is $28 per user/per month billed annually, and $33 per user/per month billed monthly
Ultimate plan is $50 per user/per month billed annually, and $59 per user/per month billed monthly
A free trial is available.
Apptivo provides an integrated suite of cloud-based apps, including a CRM targeted at the real estate industry. The CRM encompasses contact management, customer service, work orders, opportunity management, case resolution, lead generation, contracts, sales planning, territory management, and visibility on competitors.
Run targeted campaigns to different personas and engage client segments with newsletters, or notify them of new properties available. Set up automated, personalized responses to customer inquiries to beat competitors to the punch and engage time-crunched clients.
Features an inventory management system that stores product information, allows you to process orders, and automatically adds and subtracts products to and from your inventory stock.
The app’s user interface does the job, but can be a bit unintuitive. Customization options are limited, and the platform tends to get laggy from time to time. Contact management could stand to be a bit more complex.
Starter plan is free for up to three users
Premium plan is $8 per user/per month, billed annually
Ultimate plan is $20 per user/per month, billed annually
Enterprise plan is priced in consultation with the vendor
A 30-day free trial is available.
13. CINC Pro
It’s a lead generation platform geared towards running pay-per-click (PPC) marketing campaigns, with robust lead tracking, workflow automation, and search behavior tools. Also provides comprehensive backend management for team collaboration and general business processes.
A comprehensive client profile dashboard logs all communication in one place, with advanced lead profiling and search for segmenting clients and tracking activity. Targeted emailing and texting, automated property alerts, and run targeted drip campaigns based on personality traits.
Assign tasks to team members and track individual agent performance, and automatically send follow-up notifications. Take phone calls and send text messages and emails in-app, and make use of the Android and iPhone apps for work on-the-go.
Brokers who are just starting out might find it too expensive to use. The UX definitely has a late 2000s vibe and is in need of a refresh. Sometimes the quality of paid leads is not optimal.
Platform is $1,500 per month, billed monthly
Paid leads program starts at $500 per month, billed monthly
Intelligent real estate CRM with bucket sorting of contacts, 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, with real-time email integration to seamlessly notify you of new client communications. Has tools for boosting Gross Commission Income for sales agents, and incentivizing business growth.
Contactually's contact management system prompts you to get in touch with people you haven’t spoken with in a while and gives you a letter grade every week. It also stores a record of all your past conversations, so you can reference it in the future to build stronger relationships. Social media integrations and automation tools help you capture more leads across more channels, and find out when and where your business is being discussed.
Centralize and prioritize leads from different channels in one place, ensuring leads get qualified, properly prioritized, and sent on to the next phase of building a client relationship. Contactually also features brokerage account tools designed to boost agent productivity and engagement, with Gmail workflow integrations designed to improve adoption.
There can be some contact record duplication issues and time-intensive implementation, which may be a deal-breaker for some businesses. Some users report that although customer service agents respond in a timely manner, 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
A 14-day free trial is available, after which you can decide on which plan you’d like to subscribe to.
Full-featured CRM geared towards the real estate industry. Features customer relationship management tools for organizing contacts, automating communication, sending out follow-up reminders and activity notifications, and running multi-channel marketing campaigns.
LionDesk has intuitive ‘auto-pilot’ drip email marketing with custom templates and timing triggers which can be set to send immediately, minutes or days after an event, or at a specific date. The drip email marketing also includes support for file attachments up to 10MB. There’s also support for texting campaigns. Transaction management tools streamline workflow and help you build repeatable, reliable closing strategies. Robust data analytics are included, with useful visualization tools.
LionDesk offers many third-party integrations, including with social media apps, Zapier, and Cloud CMA for more detailed CMA reporting.
Drip marketing features are not super robust and are lacking in ‘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, and $25 per user/per month billed monthly
Pro+ plan is $42 per user/per month billed annually, and $49 per user/per month billed monthly
Elite plan is $99 per user/per month billed annually, and $83 per user/per month billed monthly
A full-featured 30-day free trial is available; no credit card is required.
A real estate CRM built on the Salesforce platform. Propertybase encompasses lead and contact management, reporting features, listing management, and automation and workflow tools.
The platform emphasizes lead capture and repeat and referral business, with centralized contact management, smart lead routing and notifications (a unique rule set up for your specific business processes) and Smart Lists (segmented lists from customer database with automated follow-up and targeting rules).
Marketing automation tools include bulk email and drip campaigns, SMS campaigns, and the ability to quickly 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.
Propertybase gets a lot of props from users for having prompt, knowledgable, and helpful support and service. The vendor team is willing to work with users to custom-build solutions and modify existing platform features for their specific business needs. They also do a good job of training agents, which speeds up implementation time.
There’s definitely a learning curve, and overall customizability is limited. Some users are not totally pleased with customer support response and issue resolution.
Silver plan for CRM (with MLS integration) starts at $89 per user/per month, billed annually
Blue plan with CRM and IDX website starts at $99 per user/per month billed annually, with an additional flat fee of $399 per month.
SaaS CRM platform for multi-tasking sales agents, with an emphasis on ease-of-use. Track prospects, build daily call lists, and schedule follow-up calls. Import contacts and appointments from digital organizational tools, and leads from MLS, tax records, and lead services.
Lead management tools allow you to capture leads from web forms and third-party sources like Zillow and Mailchimp, then assign segments to specific agents according to custom filter criteria. Create buyer leads from voice and text messaging, there is call capture too. Use email templates to quickly generate marketing materials for new clients, listing invitations, and more. Syncs with Google Gmail Contacts and Google Calendar, as well as Outlook.
As far as real estate software goes, RealtyJuggler is relatively inexpensive, which is a big point in its favor for small teams. There are also video tutorials available for every product function, which is very helpful for speeding implementation.
The interface is kind of dated. Data migration from other platforms can be a bit tricky, and the contact list maxes out at 5,000 contacts, which might be an issue for some agents.
Membership is $179 per user/per year, billed annually (once you sign up, your annual rate is fixed for life)
A 90-day free trial is available; no credit card is required.
CRM tool for client management, deal tracking, time organization, and lead generation. Set goals, create to-do lists, and keep track of commissions easily.
RealOffice360’s visual deal tracker lets you run your whole sales pipeline from one screen. Smart workflows allow you to set up action lists according to deal type and stage (lead, active, closing, and more). Set sales targets and use the platform’s predictive modeling to track potential commissions.
Generate notes on clients, properties, meetings, and any other aspect of your business, manage properties, keep track of family names and info for the personal touch with clients, and store, organize, and share client documents from anywhere. Make use of easy follow-up, birthday, and anniversary reminders to foster long-term client relationships.
RealOffice360 automatically adds leads from your website and other lead capture sources. It also allows import of contacts from Google, Outlook, iPhone contact list, Excel, or CSV file from another CRM platform.
Not as full-featured as some competitors (this is reflected in the price-point), so it might not be robust enough for larger organizations with complex needs. Collaborative features, for example, are limited.
Free plan offers unlimited clients but is limited to 100MB of file storage
Premium plan is $19 per user/per month billed annually, and $29 per user/per month billed monthly.
Benefits of Real Estate CRM
Maintain leads effectively
Capture more leads and have total visibility on where they’re at in your pipeline. You’ll be able to nurture prospects with personalized, relevant information over time, building up individual rapport and trust in your firm. Lead qualification and lead scoring helps you focus on the right leads to maximize conversions.
Maintain drip campaigns
Manage and maintain all of your drip campaigns from one dashboard. Build your email lists for drip marketing campaigns through your CRM’s contact database, and 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.
Receive notifications to send follow-ups at just the right time, without having to resort to post-its and scattershot reminders spread across other digital tools. Develop tried-and-true follow-up sequences and share them with other team members for more deals closed.
Enhance employee productivity
Miscommunication is a major time-waster, as are menial administrative tasks. Real estate CRM lets you create a shared knowledge base, establish best practice repeatable workflows, and gain frictionless communication between team members. With the ability to identify areas that need attention, and shift team members to new tasks accordingly, you’ll be on track to meet annual quotas.
Track the whole workflow
Track your workflow from end-to-end, and 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 smarter, more centralized way. Fine-tune your sales process to increase revenues and use property management tools for detailed information on the fly. Automate rent collection, track late fees, and easily generate and send invoices.
Key features of real estate CRM
Pipeline management tools allow you to visualize the sales process and 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.
Keep your company top-of-mind, and build trust and rapport with customizable email marketing campaigns. Send out targeted news updates for buyers, sellers, and renters, statistics and trend reports, upcoming events, consumer tips, and links to your company’s content.
A mobile app for Android/iOS comes standard these days for any real estate CRM. So when you’re out showing properties, sitting in your car, or out to lunch, you can still gain immediate access to customers, deals, and key information via a mobile device.
Marketing, campaign, sales, and customer reporting gives you full visibility on how your return on investment is really doing. Identify problems, show behavioral patterns, and monitor all the information coming in, so you can identify opportunities and pain points and improve your business processes.
Many real estate CRMs offer integrations with other digital tools, extending 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 and make use of marketing automation tools for email, text, and social media ad campaigns.
A real estate deal is far more complex and nuanced than a run-of-the-mill “customer looks at a product then buys the product” transaction. Each property on offer is unique, defined by parameters like neighborhood, size, location, age, proximity to schools, and a ton of other variables.
Buyers and sellers are both customers, with the real estate agent acting as a broker. On top of that, selling or buying is a long process, with many follow-ups and re-negotiations. In the United States, the average homebuyer takes 73 days to close on a home following their first visit to the property.
All that to say, the task automation and data centralization features of CRM can very much help the multi-tasking, multi-directional life of real estate professionals. The best real estate CRM software will help you qualify more leads and close more deals with less work. Furthermore, a real estate CRM efficiently targets prospects with personalized real estate marketing and boosts your ROI.
Of course, while all this automating and streamlining of business processes is important, what’s important above all else is building customer relationships so your company can grow sustainably. That’s why real estate CRMs are built on a solid foundation of contact management and team collaboration features—to help you stay on top of all things personal.
Find the right customer management solution, make your business better. Scope out some of the vendors on the list above, and get started!