Real estate customer relationship management (CRM) software helps brokers and agents track buyer and seller leads throughout sales processes. We evaluated a variety of CRMs using our objective scoring tool and insight from our CRM experts to learn which real estate CRMs are top of the line, and which one is the best overall.
Real Estate CRM | Best For |
|---|---|
(Best Overall) Agencies needing a free turnkey solution that scales as teams grow | |
Real estate agents who want to streamline workflows with a low-cost automation tool | |
Real estate professionals wanting to communicate with clients across multiple channels | |
Agents and brokers who need a solution with advanced integrations, like Zillow and Trulia | |
Agencies wanting a highly customizable CRM for email campaigns and sales processes | |
Brokers who need a CRM solution that consolidates leads from multiple sources |
How We Evaluated the Best Real Estate CRMs
Busy real estate agents and brokers need a contact and relationship management system with features that help them easily connect with clients and pursue leads. Some CRMs are designed with real estate professionals in mind and integrate with important platforms like MLS, Trulia, and Zillow. However, some agents also need tools like profile enrichment and robust workflow automation, which are most often found in traditional CRMs.
After reviewing a range of products that included both types of solutions, we recommend HubSpot CRM as the best overall choice for real estate professionals. It scored a 4.08 out of 5 for its comprehensive set of features and integrations, as well as its easy-to-understand user interface.
Click the tabs below for more information on how we evaluated CRMs for real estate brokers and agents.
25% of Overall Score
Many real estate professionals are self-employed and most offices are on a budget as well, so CRM pricing is an important factor in purchasing decisions. Therefore, we scored each provider on the variety of service plans offered, and their value for the money.
20% of Overall Score
Agents and brokers must spend their time focusing on leads and clients, not setting up a fussy CRM system that’s difficult to use. We reviewed how easy each solution is to set up and maintain, regardless of technical aptitude.
15% of Overall Score
In addition to basic contact and lead management tools, a good real estate CRM should also include features such as mass email, ad campaign management, and robust pipelines.
10% of Overall Score
Agents and brokers work best when they have realty-specific information at their fingertips. While reviewing CRMs, we assessed whether each one offered integration with platforms like Zillow and MLS.
15% of Overall Score
CRM features that automate workflows help brokers and agents work more efficiently and effectively. When evaluating CRM providers, we looked for automation tools for sales processes, pipelines, tasks, and email drips.
10% of Overall Score
No two real estate agencies are identical, so the best industry-specific CRMs are customizable in important areas like reporting, contact management, and dashboards.
5% of Overall Score
Agents often juggle multiple deals at different stages of the lease or buying process. Deal and opportunity management tools, like easily updated sales pipelines, help ensure users don’t let important details fall through the cracks.
HubSpot
PROS
- Supports contact database enrichment
- Detailed reporting dashboard
- Integrated ad management
CONS
- Add-on modules can be costly for small agencies
- Limited social media tools
- Lacks robust customization
| RATING CRITERIA | Pricing | 2.50 | OUT OF | 5 |
| Ease of Use | 5.00 | OUT OF | 5 | |
| Real estate-specific Features | 3.00 | OUT OF | 5 | |
| System Integrations | 5.00 | OUT OF | 5 | |
| Automation | 5.00 | OUT OF | 5 | |
| Customization | 5.00 | OUT OF | 5 | |
| Deal & Opportunity Management | 5.00 | OUT OF | 5 |
HubSpot, a free, scalable solution that supports unlimited users, scored highest to take the top spot as best real estate CRM. It offers a variety of tools to help real estate agents and brokers close deals, including email templates, contact management, and a meeting scheduler. As business increases, agents can add sales and marketing modules for an additional fee to gain access to additional features and greater workflow automation.
HubSpot Pricing
- Free: Supports unlimited users
- Sales and Marketing add-ons: From $45 per month
HubSpot’s contact management dashboard (Source: HubSpot)
HubSpot Features
- Website visitor activity tracker
- Shared team inbox
- Call recording and auto-logging
- Supports third-party integrations
- Deal management dashboard
Pipedrive
PROS
- Unlimited customizable pipelines
- Easy to set up and use
- Rule-based lead assignment
CONS
- Phone support not available on all plans
- Limited mobile app features
- No free service plan
| RATING CRITERIA | Pricing | 2.50 | OUT OF | 5 |
| Ease of Use | 4.25 | OUT OF | 5 | |
| Real estate-specific Features | 2.75 | OUT OF | 5 | |
| System Integrations | 5.00 | OUT OF | 5 | |
| Automation | 5.00 | OUT OF | 5 | |
| Customization | 5.00 | OUT OF | 5 | |
| Deal & Opportunity Management | 5.00 | OUT OF | 5 |
Pipedrive is a general-purpose CRM with a variety of workflow automations to help real estate brokers and agents stay organized and work at peak efficiency. Customizable dashboards, reporting tools, and pipelines give agents the information they need to provide the best customer service to renters and buyers every step of the way. However, Pipedrive missed out on the top spot in our list because its mobile apps aren’t as feature-filled as other CRMs with mobile apps.
Pipedrive Pricing
- Essential: $12.50 per user, per month
- Advanced: $24.90 per user, per month
- Professional: $49.90 per user, per month
Pipedrive’s workflow automation builder (Source: Pipedrive)
Pipedrive Features
- Lead and deal tracking
- Mobile apps reflect desktop, including customizations
- List segmentation
- Sales forecasting
- Automated sales funnel management
LionDesk
PROS
- Supports transaction management
- AI follow-up and lead scoring
- Allows videos in emails and text messages
CONS
- Steep learning curve
- Limited monthly email and SMS allocation
- Video email not included on basic plan
| RATING CRITERIA | Pricing | 1.50 | OUT OF | 5 |
| Ease of Use | 4.75 | OUT OF | 5 | |
| Real estate-specific Features | 4.50 | OUT OF | 5 | |
| System Integrations | 4.50 | OUT OF | 5 | |
| Automation | 3.50 | OUT OF | 5 | |
| Customization | 5.00 | OUT OF | 5 | |
| Deal & Opportunity Management | 5.00 | OUT OF | 5 |
LionDesk is a real estate CRM software that provides multichannel communications. Its features include artificial intelligence (AI)-driven text messaging, video and SMS emails, power dialer, Facebook ad creation, and direct mail. Transaction management tools enable agents to manage listings, track listings, automate tasks, and manage deadlines. LionDesk did lose points, however, for limitations on email and SMS sends.
LionDesk Pricing
- Starter: $25 per month
- Pro+: $49 per month
- Elite: $99 per month
LionDesk’s video text builder
LionDesk Features
- Multichannel campaigns
- Transaction management
- Ad management
- Audience customization
- Single and multiline dialers
- Facebook ad creation
- AI-driven follow-up
- Video texting and emails
Propertybase
PROS
- Robust transaction management tools
- Integration with all major MLS
- Unlimited cloud storage
CONS
- Pricing is unavailable without contacting Propertybase
- Steep learning curve
- Limited customization options
| RATING CRITERIA | Pricing | 0.00 | OUT OF | 5 |
| Ease of Use | 5.00 | OUT OF | 5 | |
| Real estate-specific Features | 4.50 | OUT OF | 5 | |
| System Integrations | 4.75 | OUT OF | 5 | |
| Automation | 5.00 | OUT OF | 5 | |
| Customization | 5.00 | OUT OF | 5 | |
| Deal & Opportunity Management | 5.00 | OUT OF | 5 |
Propertybase is an industry-specific CRM with a range of integrations just for real estate professionals, such as the ability to merge contact data with Zillow and Trulia. It also offers custom-priced IDX integration, sales reporting, and transaction recording, making this a good choice for offices wanting to combine those tools with a CRM for marketing and additional pipeline tracking. The main reason Propertybase didn’t take the top spot is its lack of an intuitive interface.
Propertybase Pricing
- From $79 per user, per month; contact Propertybase for quote
Propertybase lead generation dashboard (Source: Propertybase)
Propertybase Features
- Email marketing campaigns
- Marketing automation
- Team calendar integration with Google, Outlook, and Apple
- Third-party integrations include DocuSign, GreatSchools, TestimonialTree, BombBomb, and others
- Supports listing syndication
Realvolve
PROS
- Unlimited storage allocation
- Reliable customer support
- Responsive customer support
CONS
- Setup takes time
- More expensive than most competitors
- Limited third-party software integrations
| RATING CRITERIA | Pricing | 0.00 | OUT OF | 5 |
| Ease of Use | 5.00 | OUT OF | 5 | |
| Real estate-specific Features | 4.75 | OUT OF | 5 | |
| System Integrations | 3.00 | OUT OF | 5 | |
| Automation | 3.50 | OUT OF | 5 | |
| Customization | 4.75 | OUT OF | 5 | |
| Deal & Opportunity Management | 5.50 | OUT OF | 5 |
Realvolve is a customizable real estate CRM that enables agents to create tailored email drips, pipelines, sales processes, and more. It also features contact management and activity history, transaction management, listing management, communications log, calendar, and bulk email. However, points were deducted for Realvolve’s lack of integration with Zillow, MLS, and similar platforms.
Realvolve Pricing
- Pro: $49 per month
- Pro+: $235 per month
- Team: $370 per month
- Large Team: Customized
Realvolve’s contact profile page.
Realvolve Features
- Custom workflows
- Contact management and history
- Transaction management
- Listing management
- Calendar and tasks
- Communications log
- Bulk email
Top Producer
PROS
- Offers IDX solutions
- Captures leads from third-party sources
- Follow-up coaching tool simplifies lead nurturing
CONS
- Limited website design templates
- Lacks dedicated mobile app
- Outdated user interface
| RATING CRITERIA | Pricing | 0.25 | OUT OF | 5 |
| Ease of Use | 5.00 | OUT OF | 5 | |
| Real estate-specific Features | 3.50 | OUT OF | 5 | |
| System Integrations | 4.50 | OUT OF | 5 | |
| Automation | 2.00 | OUT OF | 5 | |
| Customization | 5.00 | OUT OF | 5 | |
| Deal & Opportunity Management | 5.00 | OUT OF | 5 |
Top Producer is a real estate CRM software that has integrations with more than 150 real estate lead providers. Lead nurturing is enhanced by features like social insights, SMS and email management, follow-up coach, and custom follow-up rules. Its reporting tools provide listing alerts and email campaign metrics like open and click-through rates. However, we did deduct points from Top Producer for its higher pricing than similar solutions in the space.
Top Producer Pricing
- Starter: $45 per user, per month
- Professional: $75 per user, per month
- Advanced: $85 per user, per month
Top Producer’s contacts with social insights
Top Producer Features
- Social media insights on contacts
- Buyer property insights
- Built-in texting
- Email templates
- List segmentation
Austin Palado contributed to this article.
Kay Wright
Great article — and nice research! For me it’s important that the CRM is real estate specific. I think RealtorMint is another good one for contact management, deal pipeline, tracking notes on buyer preferences, etc. Another tech tool I like to use is MailChimp — while it’s not a CRM, it has been beyond helpful for newsletters.
Amanda Norman
Hi Kay,
Thanks for visiting the site and sharing your insight and suggestions.
Best wishes,
Mandy, Moderator
Akram Baig
Thank you for the best article. It was helpful.
David Tsen
Thank you for the great article. I am looking for a 25-35 $ range and it really helped narrow down my options. I’d also recommend checking this review for the ones living on Canada: crmrating.com/a-brief-comparison-of-affordable-real-estate-crm-solutions-for-real-estate-agents-in-canada/
Amanda Norman
Hi David,
Glad you found the article helpful.
Thanks for reading and sharing!
Mandy, Moderator
Thomas J Nelson
Was Referral Maker CRM by Buffini & Company considered when choosing those you compared?
Diana Bourgeois
Hi Thomas – It was not considered for this article. You can check out the programs and offerings we have reviewed from Buffini & Company here: https://fitsmallbusiness.com/best-real-estate-coach/
May
Thank you so much for helping me navigate the sea of CRM options out there with a more simple, to the point approach.
Great article!
Diana Bourgeois
Hi May – Glad it was helpful.