The best real estate client relationship management (CRM) systems offer agents and brokers lead generation, activity tracking, team communication, and multichannel client marketing. These features simplify the management of daily real estate activities, saving you time and money and letting you focus on getting deals done. I evaluated real estate CRMs based on pricing, features, reviews, ease of use, and customer support to arrive at the eight best real estate CRM software.
- Best for artificial intelligence (AI) assistance: Cloze CRM
- Best for sales pipeline analytics and customer follow-up: Follow Up Boss (FUB)
- Best for extensive customization and third-party integrations: Zoho CRM
- Best for multichannel communication capabilities: LionDesk
- Best for content marketing: HubSpot
- Best for all-in-one lead management and customization: Top Producer
- Best for affordability and essential features: Pipedrive
- Best for business scalability: Realvolve
- Real Estate CRM Software at a Glance
- Best for Artificial Intelligence (AI) Assistance
- Best for Sales Pipeline Analytics & Customer Follow-up
- Best for Extensive Customization & Third-party Integrations
- Best for Multichannel Communication Capabilities
- Best for Content Marketing
- Best for All-in-one Lead Management & Customizations
- Best for Affordability & Essential Features
- Best for Business Scalability
- Frequently Asked Questions (FAQs)
- Bottom Line
Real Estate CRM Software at a Glance
| CRM | Starting Price(per User, per Month) | FSB Overall Score | Features |
|---|---|---|---|
 | $17 | 5 out of 5 5.00 / 5 |
|
| Visit Cloze CRM | |||
 | $58 | 4.97 out of 5 4.97 / 5 |
|
| Visit Follow Up Boss | |||
 | $14 | 4.96 out of 5 4.96 / 5 |
|
| Visit Zoho CRM | |||
 | $39 | 4.89 out of 5 4.89 / 5 |
|
| Visit LionDesk | |||
 | Free; paid plans $15 | 4.86 out of 5 4.86 / 5 |
|
| Visit HubSpot | |||
 | $129 | 4.74 out of 5 4.74 / 5 |
|
| Visit Top Producer | |||
 | $24 | 4.73 out of 5 4.73 / 5 |
|
| Visit Pipedrive | |||
 | $94 | 4.63 out of 5 4.63 / 5 |
|
| Visit Realvolve | |||
Best for Artificial Intelligence (AI) Assistance
Overall Score: 5.00 / 5
Pros
- Automatic organization of all communication
- AI assistance in all package levels
- No technical skills required
Cons
- No website or landing page creator tools
- Support limited to email and chat
- Customers report glitches with the AI tools
Monthly Pricing:
- Close Pro: $19.99
- Business Silver: $24.99
- Business Gold: $34.99
- Business Platinum: $49.99
Annual Pricing:
- Close Pro: $17
- Business Silver: $21
- Business Gold: $29
- Business Platinum: $42
Free Trial: 14 days
All plans are paid per user, per month except for the Close Pro plan.
My Expert Opinion on Cloze CRM
The best customer relationship management platform for real estate agents goes to Cloze CRM. Its AI-driven features help users automatically organize emails, calls, and meetings so you never miss an important interaction. With its affordable price point and focus on building strong customer connections, the Cloze CRM is an excellent option for agents at any stage of their career.
Some users may initially find the platform challenging compared to more traditional CRMs, and will take some time to get acclimated to its interface. Users should take advantage of the available resources, such as tutorials, guides, and customer support, to become more comfortable using this product.
Best for Sales Pipeline Analytics & Customer Follow-up
Overall Score: 4.97 / 5
Pros
- Advance lead tracking
- Automated follow-up workflows
- Custom phone numbers
Cons
- Complex system may require time to learn
- Limited customizations available
- Third-party integrations are also limited
Monthly Pricing:
- Grow: $69 per user
- Pro: $499 for 10 users
- Platform: $1,000 for 30 users
Annual Pricing:
- Grow: $58 per user
- Pro: $416 for 10 users
- Platform: $833 for 30 users
Free Trial: 14 days
Annual pricing plan includes two months free.
My Expert Opinion on Follow Up Boss
Follow Up Boss is a detailed CRM for real estate professionals looking to streamline their lead management and follow-up processes. Its advanced features include lead tracking capabilities and automated workflows for staying organized and ensuring timely client communication. Larger organizations may find this platform appealing with its ability to record agent calls for training.
One area in Follow Up Boss that could use improvement is the customization options. The system has many advanced features, such as advanced lead tracking and automated follow-up, which could be better utilized with expanded integration connectivity and the ability to tailor the platform to a company’s specific needs.
Best for Extensive Customization & Third-party Integrations
Overall Score: 4.96 / 5
Pros
- Integrates with Zoho’s ecosystem
- Marketing automation
- Widest range of features and products available with integrations
Cons
- Limited file storage in most plans
- Steep learning curve
- Limited customer support without additional fees
Monthly Pricing:
- Standard: $20
- Professional: $35
- Enterprise: $50
- Ultimate: $65
Annual Pricing:
- Standard: $14
- Professional: $23
- Enterprise: $40
- Ultimate: $52
Free Trial: 15 days
All plans are paid on a per user, per month basis.
My Expert Opinion on Zoho CRM
Zoho is one of the top choices for a real estate CRM—designed to help automate sales processes and facilitate smooth collaboration for real estate teams. There are many features, like predictive sales, marketing automation, and design tools, for customizing your content. Zoho realtor CRM users can combine it with other Zoho products or third-party tools, like Google Workspace and Microsoft 365.
Zoho CRM could improve by strengthening its customer support services, which is currently offered at an additional cost. The platform would be best served to include support, whether by email, phone or live chat, in the pricing of their packages.
Best for Multichannel Communication Capabilities
Overall Score: 4.89 / 5
Pros
- Video email and texting platform
- Facebook ads with prebuilt audiences
- Hundreds of email and SMS drip campaign examples and templates
Cons
- Lacks customization options
- Limited customer service support
- Transaction management and reporting features might be basic for advanced users
Monthly Pricing:
- CRM: $39
- CRM Premier: $139
- Custom CRM for Teams & Brokerages: Contact LionDesk
Annual Pricing:
- CRM: $299
- CRM Premier: $999
- Custom CRM for Teams & Brokerages: Contact LionDesk
Free Trial: 14 days
My Expert Opinion on LionDesk
LionDesk CRM seamlessly integrates with other platforms, making lead management, sales tracking, and marketing campaigns a breeze. The user-friendly system provides customizable options that streamline workflows and increase productivity. Agents can automate drip campaigns and use integrated communications tools, like video and text messaging, to stay top of mind with potential clients.
LionDesk currently only connects with Facebook for lead generation. It could improve by offering to integrate with additional social media channels for agents to optimize the user experience. Overall, LionDesk CRM puts real estate agents firmly in the driver’s seat, equipped with the tools and support they need to steer their business toward success.
Best for Content Marketing
Overall Score: 4.86 / 5
Pros
- 24/7 customer support on all channels
- Content management system (CMS) integrates with the CRM
- Free supplemental marketing tools
Cons
- Marketing, sales, and customer service tools are only available at additional cost
- Marketing and sales hubs can be time-consuming to learn
- Relatively expensive to upgrade plan
Monthly Pricing:
- Free: $0
- Starter: $20
- Professional: $100
- Enterprise: $150
Annual Pricing:
- Starter: $15
- Professional: $90
Free Trial: Free anytime package
Starter and Professional plans are paid per user, per month.
My Expert Opinion on HubSpot
HubSpot is one of the best CRMs for real estate agents thanks to its content marketing features that integrate with its CRM. It has a free CRM, but its value lies in the customer, sales, and marketing hubs (CMS). These platforms provide robust content marketing tools, including social media, ads, blogging, and email marketing. The Marketing Hub boosts engagement through social media and ads, and the CRM consolidates leads and contact data, offering a comprehensive solution.
The free plan lacks live support, but this probably won’t be necessary since it has an extensive help center called Knowledge Base. The site also offers an AI chatbot to answer simpler questions quickly.
Best for All-in-one Lead Management & Customizations
Overall Score: 4.74 / 5
Pros
- Generates social insights for each contact
- Integrates with third-party systems for email, leads, and multiple listing services (MLS)
- Automates workflows and tasks
Cons
- No free plan or free trial
- Lacks built-in transaction enabling tools
- Onboarding is not included in the monthly price
Monthly Pricing:
- Pro: $129 per user
- Pro + Leads: Starting from $429*
- Pro + Farming: Starting from $399*
- Pro Teams 5: $299
- Pro Teams 10: $499
- Pro Teams 25: $999
Annual Pricing: Not available
Free Trial: 30 days
*Cost varies based on lead volume or farm size
My Expert Opinion on Top Producer
Top Producer’s pricing may not be the most affordable, but it is a valuable real estate-specific software tool that provides agents, teams, and brokers with robust CRM and marketing tools. It offers unlimited leads, contacts, and transactions, and it connects to the MLS to track every contact and potential property. Top Producer’s sales pipeline and workflows are highly customizable, and AI powers the tool to identify, target, and follow up with the top percent of homeowners in your target farm area who are most likely to sell.
However, there are missing features, such as search engine optimization (SEO), Google Ads lead generation tools, and a mobile app. Additionally, advanced tools like website creation, online advertising, lead management, and targeting are only available on the higher-priced plans or for additional monthly fees.
Best for Affordability & Essential Features
Overall Score: 4.73 / 5
Pros
- Visual sales pipelines to see where leads are in your funnel
- Affordable per-user starting price
- 24/7 customer support on live chat and email
Cons
- Lead generation tools come with additional cost
- No free plan
- Lacks robust marketing tools
Monthly Pricing:
- Essential: $24
- Advanced: $49
- Professional: $69
- Power: $79
- Enterprise: $129
Annual Pricing:
- Essential: $14
- Advanced: $39
- Professional: $49
- Power: $64
- Enterprise: $99
Free Trial: 14 days
All plans are paid on a per user, per month basis.
My Expert Opinion on Pipedrive
Pipedrive is our top pick for affordable CRM software for real estate with various essential features. Its sales-focused, drag-and-drop pipeline makes tracking leads efficient and easy. It includes customizable cycles, reminders, and detailed reports to empower agents, brokers, and teams. Pipedrive offers the best starting value and scalable plans with essential tools for growing real estate businesses.
Features encompass lead, deal, and contact management, analytics, and integrations, making it the best real estate CRM for single agents and small teams looking to grow. It also integrates with real estate lead generation websites, like Zillow. Users would benefit if lead generation tools were included in its plans.
Best for Business Scalability
Overall Score: 4.63 / 5
Pros
- Workflow automation to simplify processes
- Lead follow-up and nurturing
- Customizable features
Cons
- No forever-free plan
- Interface could be more intuitive
- No marketing tools
Monthly Pricing:
- Basic: $94
- Accelerate: $99
- Navigator: Contact Realvolve
Annual Pricing: Pay annually and get two months free, plus sign-up fee
Free Trial: 14 days
My Expert Opinion on Realvolve
Realvolve is the best real estate CRM software for scaling businesses by automating tasks and communication, freeing up valuable time and resources. Its streamlined workflow and centralized data enable efficient management of client interactions, facilitating growth.
The customizable features and scalability options accommodate the evolving needs of expanding businesses and teams, making it a supportive tool for achieving increased efficiency and productivity during periods of growth. It could enhance its services by making the interface more intuitive.
How We Evaluated the Top Real Estate CRMs
When seeking the best real estate CRM for your business, key factors include user-friendliness, automation, and lead nurturing tools. I assessed the best real estate CRMs by examining pricing and real estate-specific capabilities like service promotion, property listings, and transaction management. I also evaluated usability and customer support. Based on my assessment, Cloze CRM is the top choice due to its extensive features emphasizing relationship building and communication tracking. Its AI-driven features automatically organize calls, emails, and meetings to optimize your business. With customizable workflows and personalized market insights, this CRM helps agents stay organized and increase efficiency to maintain a competitive edge in the industry. Here are the breakdown criteria in my evaluation:
I reviewed features that are staples to most real estate CRMs, such as customizable pipelines, reporting and analytics, contact management, task assignments, and integrations.
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.
When evaluating each real estate CRM, I considered access to free account options, varying subscription plans, and whether monthly billing plans are available.
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.
The functions of any application are only as beneficial as it is usable. These criteria were analyzed by the knowledge required to set up the CRM, the skills needed to operate the platform, and the intuitiveness of the user interface (UI).
In addition to my firsthand experiences with the providers, I 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.
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.
Frequently Asked Questions (FAQs)
CRM, which stands for customer relationship management system, is a software tool used by businesses to manage interactions and build relationships with potential clients. In real estate, a CRM helps agents organize client information, track leads, manage listings, schedule appointments, and facilitate communication. Essentially, it brings all your client-related activities into one organized platform.
Absolutely. While CRMs are commonly used for sales, they can be used for a variety of purposes beyond sales. In real estate, for example, a CRM can help manage client relationships, track property listings, schedule appointments, coordinate transactions, and even handle marketing campaigns.
In other industries, like customer service, marketing, and project management, CRMs can be used to track interactions, manage tasks, and streamline processes. A CRM is a versatile tool that can be adapted to various business needs beyond just sales.
Having a CRM isn’t a must, but it’s like having a supercharged toolkit that keeps you organized, helps you manage your leads, and builds stronger client relationships. It can significantly increase efficiency, saving you time and energy on repetitive tasks.Becoming a real estate agent is not just about selling houses—it’s about working smarter and making your own life as an agent easier and more productive.
Bottom Line
Choosing the right CRM in real estate is important whether you’re a solo agent, part of a team, just starting, or a seasoned pro. With a variety of options and features to choose from, there’s a CRM tailored to your needs. Building relationships, staying organized, and providing excellent service to clients are the backbone of an agent’s business operations. Cloze CRM excels in AI-driven organization and customizable workflows that are sure to boost engagement, making it the top choice for your real estate needs.
