A real estate customer relationship management (CRM) tool is one that tracks buyer and seller leads throughout sales processes. We compared 19 platforms and chose the six best—including the best real estate CRM overall—based on price, tracking features, ease of use, customer service, and reporting options.
Top 6 Real Estate CRMs for 2020
Real Estate CRM | Best For |
|---|---|
(Best overall) Agents who need an affordable and comprehensive industry-specific CRM | |
Agents who want a robust website builder and lead generation strategy with SEO | |
Agents seeking a CRM with a highly visual pipeline for lead tracking | |
Agents who need advanced real estate marketing technology like video email | |
Agents who need an easy-to-use, intuitive real estate CRM interface | |
Large teams looking for a real estate-focused lead management features and third-party integrations |
How We Evaluated the Best Real Estate CRM
For a real estate agent or office, the effort of juggling each lead, understanding their position in the pipeline, and moving them through the buying cycle often takes time away from making sales. To address this, we chose CRM software based not only on price, but on ease of use, tracking functionality, and straightforward reporting to help agents better manage their sales pipelines.
Here are the criteria we used to evaluate the best real estate CRMs:
- Price
- Sales reporting and forecasting
- Ease of use
- Marketing automation
- Contact tracking and management
- Third-party integration
- Customer support
Wise Agent checks all of the boxes mentioned above because it is an affordable real estate CRM with robust features like automated marketing, built-in landing pages, and lead tracking. All of these features are managed through a user-friendly dashboard and are comprehensive enough to help you stay engaged with contacts through the sales cycle.
Wise Agent CRM: Best Overall Real Estate CRM
What it is: Wise Agent CRM is an industry-specific CRM made to help real estate agents track leads, manage transactions, and create landing pages and email campaigns.
What makes it great for real estate professionals: Wise Agent is our choice for the best CRM because it offers many of the most critical tools and features needed to stay on top of real estate leads while remaining at an affordable entry level. This makes it particularly best for individual real estate agents and brokers who are on a budget but still want access to a variety of marketing and industry-specific tools beyond what is offered in a free CRM plan.
Pros of Wise Agent | Cons of Wise Agent |
|---|---|
Visual and easy-to-use interface | Lacks lead generation capabilities |
24/7 customer support | Advertising only available through integrations |
Largest variety of third-party integrations |
Wise Agent Pricing
- Month-to-month option costs $29 for up to four users
- Annual billing saves 14%
- 14-day free trial
- Complimentary one-on-one onboarding
- Enterprise plan available for a custom price
Wise Agent Features
- Email marketing
- Team calendar
- Landing pages
- Document storage
- Robust reporting
- Social media contact enhancement
- Third-party integrations, including Mailchimp, Zillow, Zapier, G Suite, Facebook, Twitter, BombBomb, and others
Reporting dashboard (Source: Wise Agent)
Learn more about pricing and reviews on our Wise Agent CRM reviews page.
Chime: Best Real Estate CRM for Search Engine Optimization
What it is: Chime is a real estate CRM, IDX website builder, and marketing automation system all in one.
What makes it great for real estate professionals: Chime offers you the ability to design your own IDX website and maximize your search engine optimization (SEO) ranking potential. Unlike other real estate CRMs, Chime includes features to help your website get discovered through organic search. This means you can spend less time on marketing and more time closing deals. As a result, it is great for agencies that want to put their website to work for them.
Pros of Chime | Cons of Chime |
|---|---|
Optimizes your website’s SEO potential | More expensive than other real estate CRM options |
Easy to navigate and customize your website design | Customer support is not always accessible |
Includes full lead generation, nurturing capabilities, and automation |
Chime Pricing
- Growth plan for agents and small teams starts at $499 per month
- Team plan for medium to large teams starts at $899 per month
- Broker plan for brokerages with multiple offices offers custom pricing
- Add-on services available for between $150 and $1,000 per month
Chime Features
- IDX websites use an XML sitemap for maximum search ranking capabilities
- Landing page builders
- Featured listing management
- Auto-nurturing tools like smart plans, property alerts, market reports
- Communication analysis
- Reporting and forecasting abilities
- Third-party integrations
- Nationwide MLS support
- Includes a mobile app
Sample Chime dashboard (Source: Chime)
Visit our Chime CRM reviews page to find out more.
Pipedrive: Best CRM for Visual Lead Tracking
What it is: Pipedrive is a full-featured, general-purpose CRM with a visual overview of the entire sales pipeline.
What makes it great for real estate professionals: Pipedrive features an intuitive pipeline management tool that lets you drag-and-drop leads to new lead stages for easy management. This makes Pipedrive an ideal solution for “visual learners”—real estate agents who like a visual dashboard to see where each lead is in the pipeline quickly or for those who prefer simplicity over real estate-specific functionality.
Pros of Pipedrive | Cons of Pipedrive |
|---|---|
Visual interface with easy-to-use, drag-and-drop functionality | Not specifically designed for real estate |
Over 150 available integrations | Lacks real estate-specific marketing templates and drip campaigns |
Ability to automate workflows | Lacks lead generation tools |
Pipedrive Pricing
- Monthly plans range from $15 per user, per month to $99 per user, per month for the Enterprise plan
- 14-day free trial
- Annual billing saves around 17%
Pipedrive Features
- 24/7 support through chat and email
- All plans include a mobile app
- Over 150 third-party integrations
- Essential plan includes advanced reporting and a visual pipeline view
- Advanced tier offers marketing automation tools, like user-triggered emails and SMS messages, as well as drip email campaigns
- Professional plan includes team tasks and forecast features
Pipedrive advanced report features
Visit our Pipedrive reviews page to find out more details about what users think.
LionDesk CRM: Best for Advanced Real Estate Marketing
What it is: LionDesk is a real estate CRM with advanced marketing technology like video emails, texts, social media lookup of new leads, click-to-call functionality, and text-to-sell codes.
What makes it great for real estate professionals: LionDesk’s innovative marketing functionality allows you to connect with leads easily. It adds to the basic real estate CRM features by including dynamic video emails, video texts, and click-to-call features.
This makes this CRM best for agents and realty offices comfortable with technology and interested in marketing via their CRM.
Pros of LionDesk | Cons of LionDesk |
|---|---|
Visual and easy-to-use interface | Limitations on the number of monthly messages |
24/7 customer support | Does not allow IDX landing pages |
Allows videos in email templates | Setup can be time-consuming |
LionDesk Pricing
- Plans range from $25 per month to $99 per month for the Elite plan
- 30-day free trial
- Annual billing saves around 15%
LionDesk Features
- Email and text message marketing campaigns
- Only real estate CRM to allow videos to be added to email templates
- Team and individual calendars
- Landing pages
- Allows you to use email addresses to search social media profiles
- Between 200MB and 1GB of document storage
- Reporting dashboard that shows leads by source, expected sales, pipeline stage, activity log, and email metrics
- Third-party integrations
LionDesk dashboard
Check out LionDesk reviews for more information.
Realvolve CRM: Best CRM for Ease of Use
What it is: Realvolve includes the basic building blocks of an effective real estate CRM to create a low-maintenance and robust lead tracking system.
What makes it great for real estate professionals: Realvolve allows users to easily track leads and stay engaged with buyers without having to learn a complex system. Real estate agents can increase efforts to stay connected with buyers without juggling other tools, making it far and away the best option for less tech-savvy agents.
Pros of Realvolve | Cons of Realvolve |
|---|---|
Specifically designed for real estate | Most expensive CRM on our list |
Easiest CRM for real estate | Platform appears dated |
Highly accessible customer support |
Realvolve Pricing
- Pro plan: $59 per month or $492 per user, per year plus one assistant at $49 per month
- Pro+ plan: $235 per month or $2,352 per five users, per year plus one assistant at $196 per month
- Team plan: $370 per month or $3,696 per 10 users, per year plus one assistant at $308 per month
- Large plan: 15 users plus one assistant; call for group pricing
- 14-day free trial
- Annual plans save about 15%
Realvolve Features
- Email marketing campaigns
- Social media lookup
- Team-friendly calendar
- Landing page creation through integrations
- Document storage
- Robust sales reporting functionality
- Third-party integrations
Realvolve sales reporting
Find out more by reading our Realvolve CRM reviews.
Propertybase CRM: Best CRM for Advanced Integrations
What it is: Propertybase CRM is a real estate-specific CRM offering custom-priced IDX integration, robust sales reporting, and transaction recording.
What makes it great for real estate professionals: Propertybase includes dashboards and reporting in addition to contact management, but what makes it stand apart from other CRMs is its range of real estate-specific integrations. This makes Propertybase best for users who already use other tools to capture leads or manage operations and need to combine it with a real estate specific-CRM for marketing and additional pipeline tracking.
Pros of Propertybase | Cons of Propertybase |
|---|---|
All-inclusive package options are designed for larger teams | Customer support can take up to 48 hours to respond |
Wide range of internal and third-party integrations | Pricing is unavailable, but likely one of the more expensive options |
Learning how to use the platform can be difficult |
Propertybase Pricing
- Two plans: Silver and Blue*
- Available add-ons are tools like BackAgent, Propertybase’s internal transaction management tool and its BoldLeads real estate lead generation tool.
*Propertybase offered tiered feature plans in the past, but has since moved to a tailored solution module designed to ensure that users are only paying for the features and services they want.
Propertybase Features
- Email marketing campaigns
- Marketing center allows you to create automated follow-up systems
- Team-friendly calendar through Google, Outlook, and Apple
- Elevated contact management through integrations with Zillow and Trulia
- Third-party integrations such as DocuSign, GreatSchools, TestimonialTree, BombBomb, and others
- Back-office operations
- Unlimited media storage
Propertybase lead generation dashboard
Find out more on our Propertybase CRM reviews page.
How to Pick the Best Real Estate CRM
Picking the best real estate CRM means making sure that leads are easy to track through the system and that the CRM itself is intuitive for the agent. If a task takes too much time to manage or the dashboard is hard to read, then it’s likely to complicate sales processes, not streamline them. For that reason, be sure to consider usability, feature complexity, mobile-friendliness, and cost.
Here are some of the top things to consider when picking the best real estate CRM:
- Price: The price per user, per month should be a consideration for a real estate office; expensive real estate CRM solutions tend to be replaced by more cost-effective solutions in time, so start off thinking about the cost over years instead of month to month.
- Usability: A real estate CRM that is too complex or technical for real estate agents will not be used; your real estate CRM solution should be easy for those of all skill levels.
- Installation requirements: Long installation or data input times mean delays in reaping the benefits of your CRM solution; if you want to start using your CRM immediately, then make sure that it is not difficult to set up and install on your existing computers.
- Excess features: It might seem like the more features a real estate CRM has, the better, but excess features and modules can slow down task completion and the workflow of an office during daily use; pick only what you need.
- Mobility: For on-the-go agents, a mobile app or interface is vital to keeping up with tasks and connecting with leads; waiting to complete tasks and respond to requests delays sales, so research possible mobile apps for your CRM.
- Free trials: A free trial allows real estate agents to use a real estate CRM to determine if the features, functionality, and interface work for them; take advantage of these when you can.
- Real estate-specific design: Although you can make any customizable CRM work well for your real estate business, you may get a higher return on investment (ROI) by using a real estate CRM because they are designed specifically for the needs of real estate agents and brokers.
Bottom Line
A real estate CRM is critical to tracking leads through the sales process. A good CRM helps agents stay connected to potential buyers until they are ready to purchase a property without vastly increasing time investment. These criteria helped to qualify the six top real estate CRM suggestions on our list for users of all experience levels.
Wise Agent emerged as the best real estate CRM because it is packed with the easy-to-use features that agents need to take their sales to the next level without eating up profits. With a 30-day free trial and outstanding customer service and integration, you can try out Wise Agent for your office without risk.
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.
mabosmail
I think that what you published made a lot of sense. But, consider this, suppose you typed a
catchier post title? I ain’t suggesting your information is not solid,
however suppose you added something that grabbed
folk’s attention? I mean 3 Best Real Estate CRMs 2017 is
a little vanilla. You could look at Yahoo’s home page
and note how they create article headlines to get viewers
to click. You might add a video or a picture or two to grab
people interested about everything’ve got to say. Just my opinion, it could bring your blog a little livelier.
Diana Bourgeois
Thank you for the suggestions.
Murrey Kehrlein
I am currently using realvolve and I love a lot of the features it has to offer. However, my only complaint is that they do not offer IDX but it’s only for your listings. No property searches for buyers like some of the products reviewed.
Any chance you could review Real Geeks & Commissions inc?
Emile L'Eplattenier
Hey Murrey,
I’ve heard good things about Realvolve, but if we reviewed every CRM this article would be even longer… It’s 4,000 words already! That said, we do plan more in-depth reviews of other CRM platforms in the future. If you’re interested in Real Geeks, we reviewed them in a buyer’s guide on lead generation websites here. We also have a reviews page set up for Realvolve here if you’d like to leave a review.
Loren
This article needs an update, ReThink CRM doesn’t even offer a residential product anymore…
Gavin Graham
Hi Loren, we have an update currently in progress. Check back soon!