8 Best Real Estate CRM Software for 2023
Kaylee specializes in real estate, B2B, and SaaS companies. You can find her expertise in sales and real estate content on Fit Small Business.
This article is part of a larger series on How to Become a Real Estate Agent.
Real estate client relationship management (CRM) software streamlines the process of managing property transactions, contacts, and monitoring listings. The best real estate CRMs also have features for generating leads, automating and tracking client activity, communicating with team members and prospects, and marketing to clients through email, phone, online advertising, and social media. We looked at several real estate CRM software options for agents and brokerages and narrowed it down to the eight best CRMs for real estate.
Based on our in-depth analysis of over a dozen CRMs, here are the eight best CRMs for real estate agents, teams, and brokerages:
- Zoho CRM: Best for extensive customization options and third-party integrations
- Pipedrive: Recommended for agents, teams, or brokerages that want a low-cost CRM with a mix of essential features
- Real Geeks: Ideal for budget-conscious real estate agents needing an all-in-one real estate CRM with built-in lead generation and marketing tools
- Copper: Top choice for professionals that use Google Workspace and want to streamline operations across departments
- LionDesk: Recommended CRM for real estate agents and teams looking for multichannel communication capabilities
- HubSpot CRM: Excellent CRM for real estate agents and teams focusing on content marketing
- Wise Agent: Best CRM for real estate marketing tools, resources, and support
- IXACT Contact: Great option for rookie real estate agents who are new to the real estate industry
Real Estate CRM Software Comparison Table
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|---|---|---|---|---|
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$20 |
✓ |
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Email, phone, live chat & scheduled assistance |
| Visit Zoho CRM | ||||
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$19.90 per month |
✓ |
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Email & live chat |
| Visit Pipedrive | ||||
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$299 |
✕ |
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Phone |
| Visit Real Geeks | ||||
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$29 per month |
✓ |
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Email & phone |
| Visit Copper CRM | ||||
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$39 |
✓ |
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Email, phone & live chat |
| Visit LionDesk | ||||
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$45 per month |
✓ |
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Email, phone & live chat |
| Visit HubSpot | ||||
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$32 per month |
✓ |
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Email, phone & live chat |
| Visit Wise Agent | ||||
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$45 per month |
✓ |
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Email, phone & live chat |
| Visit IXACT Contact | ||||
Not sure of which real estate CRM is best for your business? Take this quiz to start exploring CRM options.
Which real estate CRM software is right for you?
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Zoho CRM: Most Customizable CRM With Integrations
Zoho CRM
Overall Score:
4.91 / 5
Pros
- Integrates with Zoho’s ecosystem
- Highly customizable
- Widest range of features and products available with integrations
Cons
- Clunky interface
- Less robust and intuitive platform than other real estate CRMs
- Limited customer support without additional fees
Pricing
Zoho CRM is a tool designed for small businesses, with many general features to automate and streamline the sales cycle and simplify collaboration for real estate teams. It offers a wide range of products and tools, including predictive sales, marketing automation, design studio, process management, and omnichannel communication.
As a Zoho CRM customer, you can integrate your CRM with any individual products or suites from Zoho to customize what the tool can do for your real estate business and team. In fact, Zoho CRM also integrates with other products like Google Workspace and Microsoft 365. This unique capability makes Zoho the most customizable real estate CRM software available on the market.
Zoho provides multiple package and suite options, like Zoho CRM, Zoho CRM Plus, and integrations with any of their other 80+ individual software products for real estate businesses. Just a few of these products include:
- Sign: Digital signature app and document management
- Booking: Appointment scheduling
- SalesIQ: Live chat app for websites
- Bigin: Pipeline management
- RouteIQ: Sales map visual solution
- Social: Social media marketing software
- Sites: Online customizable website builder
- Books: Accounting software
- Contracts: Legal software with contract management
- WorkDrive: File management system
All Zoho CRM plans include tasks, events, scoring rules, multiple pipelines, workflow rules, reports and analytics, social profile integrations, and custom lists and views. Upper-level plans and Zoho CRM Plus also provide more features like SalesSignals for effective communication, more intensive customization, team blueprints, and AI assistance for prediction, marketing, and customer support.
Additional Zoho CRM Features:
- Team and collaboration features: Includes visual roadmaps, blueprint for teams, automated workflows with suggestions
- Omnichannel communication tracking: Centralized database for client communications from email, SMS, and social media
- Artificial intelligence (AI) tools: Automatic suggestions and customization options to track high-priority clients, set reminders, and improve communication and processes
- Additional customer support options: For quicker responses from customer support, you can pay for premium or enterprise-level support.
Pipedrive: Most Affordable Real Estate CRM for Growing Agents & Teams
Pipedrive
Overall Score:
4.69 / 5
Pros
- Visual sales pipelines
- Affordable per user starting price
- 24/7 customer support on live chat and email
Cons
- Lacks robust marketing tools
- Lead generation tools only with additional cost
- Platform experiences regular glitches
Pricing
Despite being a general purpose CRM rather than a real estate-specific one, Pipedrive is a top CRM for real estate agents. It is a sales-focused CRM with a visual drop-and-drag pipeline to track the progress of leads and focus on those most likely to convert. Its customizable sales cycle, segmentation, activity reminders, and detailed reports help real estate agents, brokers, and teams get the most value and return from their real estate CRM software.
Relative to the other paid plans on this list, Pipedrive offers the most value at the best starting price and plans that scale as the size and needs of your real estate business grow. Its base plan provides many essential features for real estate businesses, like lead and deal management, contact management, analytics, and third-party integrations. Additional plans add more features without significant price increases, making it ideal for single agents and small teams who want a product that will grow with them.
Pipedrive offers essential tools for real estate businesses like document management, email marketing, and integrations with Zillow, one of the best real estate lead generation websites. In addition, customizable reports will help to track performance, predict revenue, and calculate your return on investment (ROI). Unlike other real estate CRMs, Pipedrive offers application programming interface (API) integrations with the base plan. These integrations enable you to connect Pipedrive with the other applications and software tools your team uses to work day in and day out.
Additional Pipedrive Features:
- Mobile app: Mobile application auto-syncs real-time data updates with the web app
- Document management: Digital signature and document tracking capabilities for transaction management
- Artificial intelligence (AI) sales assistant: Automated assistant improves decision-making and performance by analyzing data and suggesting new solutions
- Communication tracking: Smart contact data feature provides valuable insight on prospective buyers, and emails are automatically linked to contacts, deals, and opportunities in the pipeline for easy access
Real Geeks: Best All-in-One Real Estate CRM for Lead Generation & Marketing
Real Geeks
Overall Score:
4.59 / 5
Pros
- Built-in IDX website with landing pages
- Email and SMS marketing
- Online advertising tools
Cons
- Limited customization options
- Limited customer support
- Less extensive marketing tools and options than other CRMs
Pricing
Real Geeks is a sales and marketing solution specifically designed for real estate professionals. Its CRM includes the most essential features for real estate agents, like lead activity tracking, email marketing, segmentation, lead statuses, and follow-up reminders. It also has built-in online marketing tools and features, like an IDX website, lead generation landing pages, and Facebook and Google ad management.
Since Real Geeks provides a website, communication tools, and a CRM built for the needs of real estate agents, it’s ideal for agents and teams who want the easiest and quickest method to get marketing systems up and running. Instead of creating a website or landing pages from scratch, you can simply choose a template and customize it in a matter of hours.
Since Real Geeks is one of the few CRMs on this list built specifically for the real estate industry. Its features are highly relevant to the needs of agents and teams. Plus, it provides a complete IDX real estate website and landing pages with web forms to generate buyer and seller leads. Leads automatically go into the CRM, where their activity is tracked and integrated with their social profiles. Lead statuses help you prioritize leads most likely to convert, maximizing your ROI and helping you get more clients without manually creating a full marketing funnel.
Additional Real Geeks Features:
- Support center: Comprehensive support center includes video walkthroughs, product updates, and ticket-based support system
- Real estate lead generation: Includes home valuation and property search landing pages, automatic lead routing, and third party integrations
- Online advertising tools: Facebook and Google pay-per-click (PPC) ad management to maximize lead generation
- Mobile apps: Manage your CRM from any device with the Real Geeks app, and provide a property search app for leads and clients
Copper: Best CRM for Google Workspace Users
Copper
Overall Score:
4.51 / 5
Pros
- Designed specifically for and integrates with Google Workspace apps
- Built-in project management capabilities and Kanban-style project boards
- Built-in tag feature for segmenting leads
Cons
- Some integrations are only available on the Professional plan like DocuSign, HubSpot, Mailchimp, QuickBooks, Slack, and ZenDesk.
- Sales goal tracking is only available on the Business plan
- Features needed for real estate businesses to handle transaction management and property listings are through integrations only
Pricing
Copper is an intuitive CRM software program built for nurturing customer relationships. With tools and features for lead generation, lead management, nurturing, and pipeline management, it serves as an all-in-one CRM software for real estate agents and teams.
Among the best real estate CRMs, Copper stands out as having been specifically created to integrate seamlessly with Google Workspace applications (formerly G-Suite). Its customizable pipelines and projects can streamline all your marketing and business management processes, all for an affordable per-user cost.
Copper provides an array of features to help manage sales, contacts, communications, and marketing, even on its basic plan. It helps generate real estate leads from social media and online forms, and auto-enriched profiles pull information about potential buyers’ and sellers’ likes and interests directly from their email and social media accounts.
In addition, Copper users can also handle back-office tasks like transaction enablement and accounting within the platform. For example, there are integration capabilities with DocuSign to handle contract signings and QuickBooks to handle bookkeeping.
Additional Copper Features:
- Google Integrations: Integrates and syncs with Google Workspace applications like Sheets, Gmail, Docs, Calendar, Slides, Calendar, Hangouts, Drive, and Studio
- Back office integrations and features: Integrates with QuickBooks for invoicing and accounting capabilities as well as DocuSign for eSignature and contract generation features
- Marketing tools: Provides email templates and drip campaigns, as well as bulk email creation with customized contact alerts
- Mobile app: App allows you to stay in touch with reminders and contacts on the go
LionDesk: Best for Multichannel Communications
LionDesk
Overall Score:
4.38 / 5
Pros
- Video email and texting platform
- Features for designing digital and printed mail
- Hundreds of email and SMS drip campaign examples and templates
Cons
- Lacks built-in project management features
- Limited customer service
- Confusing pricing structure
Pricing
LionDesk is a real estate-specific CRM that focuses on helping you nurture every single lead. It does this by providing plenty of features for multichannel communications and lead generation, including Facebook ads using pre-built audiences, custom landing pages, lead distribution, and lead imports from third-party sources.
One of the unique offerings from LionDesk is its variety of communication methods, including email marketing, SMS marketing, calling with a power dialer, autoresponders, direct mail, and even video email and texting. Its AI feature, inside sales association (ISA), will even conduct automated text conversations with your leads over a 12-month period. These unique and real estate-specific features make LionDesk the ideal choice for agents, teams, and brokerages who want to master their nurturing strategies and campaigns.
LionDesk offers tons of communication-specific features for sales professionals to contact and nurture leads effectively. In addition, its CRM manages contacts and tasks with reminders, labels, and filters. All lead sources, deals, and activities are tracked and are visible in easy-to-understand reports and charts. It also uniquely provides a calling center, which includes a built-in power dialer that allows agents to go through call lists quickly while automatically updating the activity in the CRM records.
Additional LionDesk Features:
- Transaction management: Create pipelines to track current clients and closings
- Marketplace with additional products: Add-on features include landing pages, power dialers, and concierge setup options
- Broker-specific solutions: The LionDesk broker platform has all of the standard features along with agent managing tools, like activity reports and lead distribution.
- Built-in autoresponders: AI lead follow-up feature uses an auto-bot to have a live chat conversation with potential buyers.
HubSpot: Best CRM for Content Marketing
HubSpot
Overall Score:
4.33 / 5
Pros
- Free plan and free supplemental marketing tools
- 24/7 customer support on all channels
- Content management system (CMS) integrates with the CRM
Cons
- Marketing, sales, and customer service tools are only available at additional cost
- Marketing and Sales Hub can be time-consuming to learn
- Relatively expensive to upgrade plan
Pricing
HubSpot is a CRM real estate software with robust tools for sales, marketing, and operations for individuals or large enterprise-level teams and brokerages. It offers a free CRM with limited functionality, but its most valuable offerings for real estate professionals can be found in the content management system (CMS), sales hub, and marketing hub. These platforms provide pipeline management and extensive content marketing tools like social media, advertising, blogging, and email marketing.
HubSpot’s CMS is best for real estate businesses that use content marketing to educate potential leads and enhance their brand presence. It includes website hosting, drag-and-drop page editing, and SEO tools, while the Marketing Hub amplifies your efforts by attracting visitors and leads through social media, real estate Google ads, and Facebook ads. In addition, the HubSpot CRM can track and organize all leads and contact data from these sources in a single, easy-to-use platform.
The free HubSpot CRM includes basic tools for pipeline management, email marketing, scheduling meetings, tracking deals, and managing tasks with reminders. The spread of functionality available for free makes it one of the best CRMs for real estate agents who want to start with an affordable, intuitive tool that can expand as they grow.
On the other hand, the Hub packages offered for Marketing, Sales, Operations, and CMS can be pricey but provide every tool and feature that real estate businesses will need. Agents who manage websites and social media pages also have access to supplemental free tools, such as a blog idea generator, marketing plan creation tool, and website grader feature. Additionally, HubSpot Academy is packed with free video tutorials that walk users through every aspect of content marketing on the platform.
Additional HubSpot Features:
- Mobile CRM app: Carry the HubSpot CRM with you to constantly stay on top of communications and follow-ups
- Content creation tools: Blog idea generator, website grader, SEO blog maker, website themes and templates
- Detailed analytics and reporting: Track and evaluate detailed marketing analytics across all platforms in a centralized and easy-to-navigate location
- Free business tools: Free marketing and administrative tools like the marketing plan generator, invoice templates, and landing page builder
- Extensive marketing and sales resources: The HubSpot blog includes some of the most detailed and extensive resources on sales and marketing that you can find online, as well as video tutorials, podcasts, downloadable resources, and certification courses.
WiseAgent: Best Real Estate Marketing Resources & Support
WiseAgent
Overall Score:
4.00 / 5
Pros
- Referral tracking
- Unique communication tools and resources
- 24/7 customer support and onboarding
Cons
- No IDX website
- Limited lead generation tools
- Fewer marketing tools than other CRMs
Pricing
Wise Agent made our list of the best CRMs for realtors because it’s one of the few software programs built specifically for real estate professionals. It provides lead generation tools like customizable landing pages, direct mail, email drip campaigns, and essential contact management functionality.
Wise Agent stands out from other top real estate CRMs with their unique communication tools and resources. For example, they provide a Gmail Chrome extension and Gmail conversations tool because such a large percentage of their customers operate in Gmail. Although they’re a small software company, they provide 24/7 support and one-on-one onboarding. These features show that Wise Agent focuses on supporting agents and continually creating tools to make your tasks easier and more efficient.
Wise Agent has a user-friendly dashboard and platform with the most crucial CRM features for real estate agents. It also uniquely provides real estate resources like real estate transaction calculators, real estate integrations, continuing education (CE) tracker, a referral tree, and accounting help. They even provide real estate newsletters to use within your marketing. Unlike many other real estate CRM software options, their customer service is available 24/7.
Additional WiseAgent Features:
- Mobile app: Access your Wise Agent CRM on the go with a user-friendly mobile app
- CRM calendar: Create task lists, set and track goals, and track your CE requirements
- Lead management and automation: Automatically add new leads to daily call list, run A/B testing to nurture leads effective, and create rules for leads from different sources
- Transaction management: Includes property list, document storage, lockbox list, and commission reports
IXACT Contact: Best for New Real Estate Agents
IXACT Contact
Overall Score:
3.99 / 5
Pros
- Rookie program with a six-month free trial
- Concierge setup services
- Email marketing
Cons
- Many add-on features not included with CRM package
- User interface can be challenging to navigate
- Functionality on a mobile app is limited to contact communication and task management
Pricing
IXACT Contact is excellent real estate CRM software for new agents for several reasons. The first is simply economical, as IXACT Contact offers a six-month free trial with all features included for those who have just become a real estate agent within the past 12 months. This is an incredible opportunity for new agents to get their businesses up and running with professional CRM tools at no cost.
IXACT Contact is also ideal for agents wanting to use content marketing to build their brand authority. Its website templates, direct mail tools, and social media management are curated specifically to help agents drive attention and traffic to their business.
IXACT Contact is full of features that benefit new and experienced agents alike. It includes real estate website templates with SEO-friendly and mobile-friendly designs to help you start generating leads from landing pages and blog posts. For an additional fee, you can add IDX listings to your website. Social Stream is another unique feature that assists you with social media management by providing pre-made social media content and scheduling tools.
Additional IXACT Contact Features:
- Mobile app: Updates contacts in real time and keeps you in touch even on the go
- Keep In Touch Coach: Automated tool that sends reminders to send messages at regular intervals and for birthdays and anniversaries
- Contact intelligence: Rich social profiles find and import lead information, including birthdays, move-in history, referrals, and communication history
- Lead generation tools: Automatically generate and import leads from Zillow, social media, and your website
How We Evaluated the Best Real Estate CRM Software
When searching for the right CRM system for your real estate business, a few of the most critical factors to look for are ease of use, automation, and nurturing tools. We measured the best real estate CRM by evaluating pricing and capabilities specific to real estate businesses, such as functions for promoting services to buyers or sellers, tools for posting up-to-date property listings, and capabilities for managing transaction opportunities. In addition, factors associated with product usability and customer support were evaluated.
Based on our evaluation, Zoho CRM is the best overall choice for its extensive number of features and product integrations that automatically customize the platform for your needs. Its automated workflows, customizable pipelines, and affordable pricing help real estate agents work independently or within a team with more efficiency and confidence. Plus, they offer a free forever plan, so there’s no risk for you to try it today.
The tabs below offer insight into our evaluation process for choosing the best real estate CRM software options:
25%
Pricing
25%
General Features
15%
Additional Features
10%
Customer Rating
10%
Ease of Use
10%
Expert Score
5%
Help & Support
25% of Overall Score
When evaluating each real estate CRM, we considered access to free account options, varying subscription plans, and whether or not monthly billing plans are available.
25% of Overall Score
We reviewed features that are staples to most real estate CRMs like customizable pipelines, reporting and analytics, contact management, task assignments, and integrations.
15% of Overall Score
Features like a mobile app, lead rotation, email and other marketing tools, listing management, data tracking, team collaboration tools, website and landing page creators, and deal management were considered as they are highly beneficial for real estate businesses.
10% of Overall Score
Based on customer feedback for each CRM, with particular attention given to reviews and popularity of the product, to certify the CRM meets user satisfaction.
10% of Overall Score
The functions of any application are only as beneficial as it is usable. These criteria were analyzed by knowledge required to set up the CRM, skills needed to operate the platform, and the intuitiveness of the user interface.
10% of Overall Score
In addition to our first-hand experiences with the providers, we evaluated what other users say about each of the best real estate CRM platforms. These criteria consider how customers feel based on their reviews to gauge ease of use, value for money, and how beneficial some built-in features are to users.
5% of Overall Score
Extensive support and service can prevent issues a user might encounter. These are evaluated in terms of customer service hours and availability of support through various channels like phone, live chat, and email.
*Percentages of overall score
Bottom Line
Choosing the best real estate CRM software will go a long way in building your business. Whether you are an independent agent, part of a team, brand new to the industry, or highly experienced, there is a real estate CRM that can fit your needs. Consider Zoho CRM for your real estate needs because of their highly customizable platform with extensive integrations.
