A property management customer relationship management (CRM) software helps managers track leads across multiple rental properties and streamline their workflow to move leads toward signing a lease with ease. To determine the best rental property management CRMs, we considered pricing, features, ease-of-use, reporting, integration and support to arrive at the six top options and best overall.
Top 6 Rental Property Management CRMs 2018
|Freshsales||(Best Overall) Managers who need a CRM to communicate via email, calls and online chat|
|Insightly||Rental companies that want a CRM with time-saving marketing tools like autoresponders and emails|
|Pipedrive||Businesses that want to streamline workflow and move leads through a visual pipeline|
|Copper||Rental teams that want to integrate their CRM with their Google suite|
|Less Annoying||Small teams looking for a low-cost property management CRM without the marketing extras|
|Zoho||Businesses with advanced users seeking a CRM, marketing, and website package with electronic documentation|
Which Property Management CRM Is Right For You?
How We Evaluated Rental Property Management CRMs
Rental property companies need to complete tasks quickly and efficiently like monitoring new leads and connecting with renters. The ability to follow up with renters and stay in contact through a rental property management CRM dashboard is key to managing rental properties because you can see what properties are open and which rentals need attention.
These are the criteria we used to determine the best CRMs:
- Price: The CRM’s monthly or annual cost has to be a deciding factor because small businesses need to get the most bang for their buck when it comes to any contact management tool; we also looked for options with free trials, flexible contracts and price breaks for annual subscriptions
- Features: A tight CRM is vital because rental agents are always on the go, so one lost lead means wasted time and opportunity; an easy-to-use visual dashboard, along with a mobile app with clear notices about pending and closed tasks, saves time and effort
- Reporting: For a rental property company, knowing which properties are rented and which are open, need repairs or have upcoming contract renewals are important; a good rental property management CRM report should help track all of these details
- Ease of use: It is important that the CRM solution be easy to operate for both newbies and experienced users; CRM complexity drains time and increases frustration among users and can lead to decreased conversion
- Third-party integration: Some CRMs integrate with a variety of applications or rental property software to create a robust connection with third-party solutions like Google, Dropbox, DocuSign and other marketing or communications platforms
- Customer support: Support comes in a variety of manners, but the baseline measurement for this criteria is availability through two or more channels (phone, email, chat,) combined with online support through documentation or videos
Considering the six main criteria identified above, Freshsales ticked all of the boxes for a property management CRM with an intuitive interface at an affordable price point. Freshsales is a robust CRM system that includes integrated interaction and reporting tools with follow-up using automated email notices and smartphone apps for on-the-go engagement. There is a free 30-day trial available if you’d like to try to tool for yourself.
Best Overall Rental Property Management CRM: Freshsales
Freshsales is an easy-to-use customer relationship management dashboard known for helping individual rental property managers, teams and larger companies to monitor and track leads effortlessly through the rental funnel. Freshsales is the best overall option because it gives rental teams the ability to manage properties through the rental process, including electronic document storage.
Freshsales starts with a Free Forever plan, but extra features range from $19 to $65 per user, per month, which gives you access to a complete suite of services fit for the daily operation of a property management company. Paying annually will save money at each subscription level except the top tier.
There is a 30-day free trial to allow users enough time to evaluate the usability and features of Freshsales and make an informed decision regarding the level of services needed for its property company CRM.
Freshsales Tiered Features
|Built-in Phone App|
|24x5 Email & Phone Support|
|Territory & Lead Assignment|
|Smartform & Event Tracking|
The Blossom tier is where the metrics and reporting features pay for themselves. With intelligent workflow to automate processes and easy email templates, a property management company can decrease time commitments and stay in touch with renters and property owners with ease compared to heavier solutions like Zoho or Insightly.
The Blossom tier is ideal for small offices with only a few employees that need a starter property management CRM at an affordable price. The ability to communicate with a selection of renters and owners adds benefit without adding complexity.
The Garden tier in Freshsales is where customization comes in handy for agents because they can design a rental property management CRM that fits their needs. The reports can be configured to yield information about rentals and forecast revenue for the office or property owners.
The Garden tier is ideal for an office with several agents or growing agencies that can understand the value of a slightly higher price for the ability to customize the lead funnel. Assigning leads gives an office administrator extra control over the workflow and tracking in the pipeline.
The Estate tier is right for rental agency owners or administrators that want at-a-glance reporting and tracking results. For those who make marketing or revenue based decisions, the Estate tier will provide data on an ongoing base about how much money is coming in and how leads are converting.
There are similar third-party integration opportunities like Copper or Insightly for marketing, but Freshsales does not try to shove all of these features into the dashboard or the pricing. The result is an easier to use CRM with scalability at a lower cost. The biggest differences in the service tiers is a subtle shift in the types of features included in the package.
For larger property management companies, Freshsales offers a Forest tier that requires a yearly contract billed at $79 per use/month. The Forest tier offers a data center and internet protocol (IP) white-listing for companies with multiple offices.
The overall benefit of Freshsales CRM is the way basic services are provided in an intuitive dashboard with additional services in higher level tiers. Freshsales customer relationship management solution has a powerful suite of services like Zoho for customer engagement.
Freshsales customer support is available through phone or email 24 hours a day during the week, which is standard in this industry. Freshsales goes above this measure with videos or robust self-help guides. Deeper level help from Zoho or Insightly requires a separate technical support paid plan.
What Freshsales Is Missing
The basic level reports are standard in Freshsales, so if you need to deep dive into reporting and the ability to add details, and then you might want to try a solution more designed around reporting like Zoho or Insightly.
What Users Think About Freshsales
People overwhelming reported positive feelings about Freshsales. Although some reviewers noted that there was a customization curve that required a front-end time investment, most users noted that the ease of use was the biggest benefit in their daily processes. Visit our Freshsales CRM reviews and pricing guide.
Where to Find Freshsales
Freshsales is the CRM solution that combines customization for the user with the ability to track leads through a rental pipeline at an affordable cost. With a free 30-day trial, users have the ability to test drive all of the features from lead tracking to reporting and to see if Freshsales is a good fit.
Best CRM for Time-saving Project Management Tools: Insightly
Insightly is a robust CRM that focuses on using project management to track leads and tasks through the steps of a rental process. For an office, remote or on-the-go rental teams, Insightly is a great fit for a collaborative atmosphere that saves time on individual efforts to track the status of each property including leases, repairs and renter information for quick access. Insightly is best for busy property management teams that need to stay aligned with project management tools.
With a free license for two users, the Plus package ranges from $29 to $99 per month, per user when billed yearly. A 14-day free trial allows access to all modules for evaluation for benefits and features. Insightly is higher than comparable industry property management solutions like Freshsales or Pipedrive.
Insightly Tiered Features
|Custom Kanban Pipeline|
|Custom Task & Project Management|
|Custom Reports & Charts|
|Mobile CRM App|
|Dynamic Screen Layouts|
|Single Sign On|
Insightly includes customized reporting as a part of its basic package. The ability to delve into metrics and compare open properties against rented properties is at the heart of any property management and lead tracking program.
The Insightly Plus tier is packed with features for the on-the-go agent like customized fields, project management and a robust mobile-optimized CRM. With the capacity to see all of your data from your car just as you would from your desk, the pipeline and tasks in the workflow are easier to complete in less time.
At the Professional tier, Insightly includes a project management feature to automate workflow and assign trackable tasks through the pipeline. There is a noted benefit in the power to customize the dashboards to give you the information you need to make key decisions, so you can access repair lists, leased properties or properties by an agent, for example.
For tracking leads and monitoring rentals, the project management workflow module might go unused in a smaller office on a regular basis. For medium teams or satellite offices with remote agents, the Insightly customization, permissions and lead assignments in the Professional tier will make the extra effort pay off in transparency and ease of access.
Single sign-on enables a power user to access several parts of the system or integrated features with ease. Dynamic screens mean that your stuff is where you want it because you are able to control the layout. Similar to Pipedrive and Zoho, customization is at the heart of this property management CRM.
For the Enterprise tier, Insightly focuses on making the job of office managers and management easier. With applications connections for Dropbox, Slack, QuickBooks, Mailchimp and Facebook ads (just to name a few), Insightly rounds out the field for using a third-party solution to deliver an enhanced all-in-one CRM system and save time.
Unlike Freshsales, Insightly only includes phone support for customers enrolled in one of its Success Programs. Although email support with a 24-hour turnaround is added in all of their paid programs as well as trials, there is a higher monthly and annual fee for Insightly services when compared to Freshsales and Pipedrive, so this additional charge for tech support might be an issue for many small to medium-sized offices.
What Insightly Is Missing
Paid customer service modules are probably going to be a problem for a rental management company without a dedicated technical team. Due to an increase in features with a dashboard that includes project management and workflow automation, the opportunity for basic or new users to need customer support is high.
There is a vast self-help webinar series and knowledge base that could cover a selection of common issues. If a longer turnaround time for email-only technical support included is a significant roadblock, then you might want to look at Freshsales or Pipedrive.
What Users Think About Insightly
Most users appreciate the ability to manage tasks through the rental pipeline without “forgetting” to follow up and the dynamic dashboard that allows you to see everything in one place. Quite a few reviewers note that there are so many options that it feels overwhelming or it takes too many clicks to complete a simple task.
Best CRM for a Streamlined Visual Pipeline: Pipedrive
Pipedrive is a customer relationship management solution that streamlines workflow and moves leads through the rental pipeline. Rental property management companies can use the visual platform monitor contacts in each stage of their pipeline. The best fit for small to mid-sized companies that want to collaborate with ease throughout the lease process, Pipedrive uses a robust notification system to keep on-the-go rental managers in the loop.
Pipedrive’s pricing is in line with comparable CRMs. If you pay annually, you can save 17 percent on the monthly cost of $15 to $59 per user, per month. Pipedrive also offers a 14-day free trial, so you can try it out before committing to a plan.
Pipedrive Tiered Features
|Activities & Reminders|
|Advanced Reporting Tools|
|Customized User Permission Settings|
The Silver tier in Pipedrive provides robust features like customization of the dashboard and easy to understand pipeline view that streamlines workflow. Agents get a clear picture of their tasks and movement through the rental process, so it is easier to finish things without items dropping through the cracks.
The Silver tier is right for individual agents or smaller property management offices who want an easy overview dash with strong reporting features. Like Zoho and Freshsales, advanced reporting is in the DNA of Pipedrive with the ability to view reports on open and closed rentals, agent performance and tasks that need attention, so this reporting structure works for all sized offices.
The Gold tier is focused on a higher level view of the lease process and combines advanced features for automation with self-scheduling appointments for renters. These features give agents and rental professionals the ability to own how they work and spend their time because they do not need to micromanage the workflow due to notices and reminders of tasks.
The Gold tier is ideal for busy agents who spend their days running from property to property to meet with potential renters or owners. With automated follow-ups, reminders and emails, rental agents can get tasks completed quicker and on to the revenue-generating part of the day.
Pipedrive’s Platinum tier gives rental agents the power to see the bigger picture of property pipeline management with enhanced lead nurturing features. The team-conscious environment of the Platinum tier allows administrators the power to create team tasks and track performance. With the ability to forecast revenue, the Platinum tier can help with marketing decisions.
The Platinum tier is an excellent choice for medium to large agencies with teams either remotely located or spending excessive time at property locations. The ability to manage leads and view the entire pipeline with tasks that need to be completed is an asset for team collaboration and office administrators.
Pipedrive does a good job of prioritizing customer support with chat and email available from 9 a.m. to 5 p.m. local time during the week. Phone support is available during the same timeframe for Platinum plan subscribers. With an enhanced self-help selection of videos and webinars, Pipedrive overshadows the customer support efforts of Zoho and Insightly who only offer this level of services from separate paid plans.
What Pipedrive Is Missing
If the ability to scale up is important for your property management company, then Pipedrive might not be the best solution for you. Pipedrive is uniquely designed for managing leads through the workflow and mastering sales opportunities. The third-party integration flushes out the additional modules, but if you’re looking for more advanced features like project management and website tracking, Zoho or Insightly will probably be a better fit.
What Users Think About Pipedrive
Reviewers find the ease of use and understanding the most charming thing about Pipedrive. The interface is quick to master, and the lack of clunky extras streamlines the process. There were some concerning notes about the response time from customer service. Read our review of Pipedrive and decide for yourself.
Best CRM for Google Suite Users: Copper
Copper CRM is ideal for people who are familiar with Google. For rental property management companies who are already Google proficient and comfortable with the widely used Google apps like Gmail, Hangouts and Sheets, Copper CRM harnesses the real power of collaboration without an extensive user learning curve. Choose Copper if you want a CRM that mirrors the Google dashboard and seamlessly syncs with G Suite.
Copper is on the higher-end of the pricing spectrum. Ranging from $24 to $119 per month, per user, the basic plan is aimed at users and companies that are new to lead tracking. You can save 29 percent with an annual subscription and try a free 14-day trial to make sure Copper is a good fit.
Copper Tiered Features
|G Suite Integration|
|Basic Reporting & Forecasting|
|Slack & Mailchimp Integration|
|Lead & Activity Insights|
The Copper Basic plan is an easy property management solution that uses G Suite integration to make the user at home with lead tracking, pipeline management, meeting scheduling and basic reporting. The mobile app and storage included in all plans are perfect for property managers that need to access and send electronic documentation quickly to close deals.
The Basic plan in Copper is aimed at helping small to medium-sized property management companies operate smoothly both in office and on the go, which is a standard for both Insightly and Less Annoying CRM. The Google-based platform and design make Copper feel familiar to most users, so tasks are easy to complete.
The Professional plan for Copper is where the rental property management CRM takes a step up in power features. With activity reporting, task automation, and third-party integration of Slack and Mailchimp, agents are ready to make the most of their workspace and nurture leads through the leasing pipeline as well as track property issues from anywhere.
The Copper Professional plan is a good choice for smaller team agencies or medium-sized companies that need a robust CRM without a strong learning curve. The ability to manage and complete tasks on-the-go with a familiar Google-based platform is a superpower for Copper users.
Copper Business plan CRM is ready for technological integration for more advanced features like chat, email marketing, and phone support. With embedded integration from providers like Dropbox, RingCentral, Zendesk, QuickBooks and DocuSign, the Business plan from Copper is soon to become the one-stop-shop for customer engagement, management and reporting that rivals Zoho.
At the top level, Copper Business plan is designed for rental companies with several employees and an office manager or administrator. Advanced integration of third-party solutions with lead and activity insights for high-level reporting from a single sign-on means administrators are able to finish tasks quickly and see the business from an operational standpoint.
Phone support for Copper is limited to the highest tier of CRM plans, similar to Insightly support structure. The availability to chat and email support is similar to Pipedrive and can bridge the communications gap for most support needs easily. While Copper does have a heavier user experience than Pipedrive or Freshsales that might increase the need for customer support, there are how-tos, webinars and training videos to fill the gaps.
What Copper Is Missing
Copper’s Google integration means that syncing is a significant step for this platform. If you are not fond of the Google platform or the issues around syncing, then this might not be the right CRM for you. If you are not a Google platform lover, then Pipedrive, Freshsales or Zoho might be more to your liking while still maintaining Google integration.
What Users Think About Copper
Most reviews for Copper like the Google interface for ease of use. Other reviewers reported that the heaviness of the platform means longer data input times, overwhelming options and extended learning curves for new users. Learn more about Copper and see how it works.
Best CRM for Low-cost, Bare-bones Usability: Less Annoying
Less Annoying is a barebones rental property management CRM. There are no bells and whistles on this customer relationship management system, which is what makes it so unique to users and affordable compared to other robust solutions. Less Annoying CRM is right for property managers who want just a simple lead tracking and monitoring pipeline.
With an affordable $10 per month, per user price and a 30-day free trial, Less Annoying gives users the basic features of a property management CRM. With the familiar platform of Copper or Pipedrive without the higher prices, Less Annoying aims to address basic needs for new users.
The basis of any property management CRM is contact management, pipeline transparency, and task that move leads through the workflow, but the biggest benefit of Less Annoying CRM is the accessibility of all devices — including mobile — and customization. With free email and phone support, Less Annoying CRM gives you the ease of use without sacrificing important features.
Like a slimmed-down version of Insightly or Pipedrive, Less Annoying CRM works for the less tech-friendly user to get people engaged without hours of training or implementation. Rather than crowding your dashboard with project management, Less Annoying CRM focuses on what matters to management companies: tracking rental properties and leases.
The reporting features for Less Annoying CRM are not projected in sales or forecasts like Copper or Zoho. The reporting tools for Less Annoying CRM are inspired by the number of leads open in the system (prospects) vs. the number of leads that might convert to rentals (qualified).
Ease of Use
If your property management company is only interested in making sure that leads convert to rentals and understanding the pipeline, then Less Annoying CRM is for you. With a quick visual dashboard that shows everything from events to daily tasks to your activity feed, Less Annoying CRM is extremely user-friendly and easy to hit the ground running.
There are some third-party integrations that round out the features and abilities of Less Annoying CRM. Like Freshsales, Insightly and Pipedrive, Less Annoying integrates with Mailchimp to create a marketing avenue for email blasts and drip marketing engagement. There is the ability to sync contacts and calendar events through Google integration.
Less Annoying does include free email and phone support for all paid subscribers. With the ease of use for this CRM, the need to connect with Less Annoying CRM for basic help is probably pretty low.
What Less Annoying CRM Is Missing
While it is simple to access your leads and pipeline from any device, there is not a mobile app that makes this process easy. There are no marketing tools to further the rental process or continuously keep contacts engaged in the process, so if either is important you might want to try Copper or Freshsales,
What Users Think About Less Annoying CRM
Most users accept Less Annoying CRM as an organization and tracking tool for its lead management. Although not as robust as Zoho or Insightly, Less Annoying fulfills the promise of its name — to be less annoying because it is less complicated. Read more about Less Annoying CRM pricing and reviews.
Best for Large Team Collaborations: Zoho
Zoho CRM is a time and money investment toward making the team successful from lead generation all the way through the rental funnel to the final report. Zoho is known for its advanced set of features, including customizable modules. As a high-end property management CRM, this solution is best suited for medium to large teams that value customer interaction, group collaboration, streamlined workflow, marketing metrics and enhanced reporting.
Zoho offers a free module with limited seats and very basic features for smaller companies. With packages that range between $18 to $45 per user, per month, you can save over a year with an annual subscription. With a 15-day free trial, you can test all of the features to see if Zoho fits your needs.
Zoho Tiered Features
|Charts & KPIs|
|Google AdWords Integration|
|Custom Modules & Buttons|
|Target Meters, Anomaly Detectors & Predictive AI|
The Standard tier includes more than just the basic lead management pipeline that Zoho gives away with a free account like Freshsales. With the added ability to chart key performance indicators (KPIs) and forecast revenue, the Standard tier moves up a level to include trackable web forms to gather leads and a document library to make the quick exchange of electronic communications easy for property managers.
Even at the Standard tier, Zoho is on the complex side for new users and those without prior experience, so using the Free Edition for three users might help increase the usability and comfort level. The lead tracking, workflow, pipeline, marketing and communications modules can be overwhelming and hard to manage with a steep learning curve.
With the Professional tier, Zoho adds tracking features that are important to measuring results. Inventory management for multiple property tracking, integrated email for communications between renters and owners with the property agent, and Google AdWords to see the origin of leads provide enhanced transparency.
The Professional tier best for small agencies with a vast selection of properties to manage or larger agencies with teams. Zoho helps agents connect and stay engaged with potential buyers all the way through every step of the sales cycle, so added features might mean more closed deals because of the ease of completing tasks.
The Enterprise tier for Zoho is all about automation and customization. With features built in to help administrators predict problems and see solutions on a deeper level than Insightly or Pipedrive, the Enterprise tier is for larger companies with complex moving parts like remote agents or at-large teams.
There is an Ultimate package that requires a yearly contract for $100 per user, per month. The Ultimate package includes free premium support, enhanced storage, dedicated database clusters and data enrichment. The Ultimate tier would be best for large companies that need technical support included with their property management CRM.
Zoho Premium Support comes with an additional fee and a subscription to the higher level annual packages. Like Freshsales and Pipeline, Zoho chat and phone support are included in any paid package with limited hours and longer response times.
What Zoho Is Missing
Zoho is the most comprehensive CRM from start-to-finish lease funnel management. It can be difficult to navigate and complete tasks due to the way these modules built upon each other, but nothing is missing from this CRM except ease of use. If complexity is a problem for your team, then Freshsales or Pipedrive will probably ease the learning curve.
What Users Think About Zoho
Most users felt that Zoho was an excellent CRM for managing all aspects of customer and lead contacts in one place. Robust modules that fit together make it easy to follow-through and complete tasks. A strong selection of reviewers felt that customer service was a stumbling block for this CRM because of the complexity of jumping between tasks and digging through multiple menus requires an increased amount of time. Find out more about our Zoho reviews.
The Bottom Line
A property management CRM helps small and large rental companies track leads and move them through the pipeline. To find the best property management CRM, a comparison of criteria like price, features, usability, reporting, support and third-party integration gives a complete picture of the front-runners for picking a suitable CRM solution.
The best overall option for a rental property management CRM is Freshsales because it provides the functionality at all levels of the funnel without adding unnecessary features and frustration. With an easy-to-use interface to manage leads and move contacts through the pipeline, workflow becomes completing the process and less about busy work that eats up time.