If you haven’t gotten around to using a customer relationship management (CRM) system to streamline your real estate business, you’re on the right page. Besides fitting into your budget, the best real estate CRM helps you stay organized, nurture leads, and automate daily tasks. That said, I’ve done the legwork and rounded up the best CRM for real estate agents. Check out what made the list:
- Pipedrive: Best for email marketing
- LionDesk (Lone Wolf Relationships): Best for communication automation
- Follow Up Boss: Best for real estate teams
- Wise Agent: Best for transaction management
- IXACT Contact: Best for managing contacts
- Lofty: Best for lead generation and nurturing
- Realvolve: Best for workflow automation
The Close’s top picks for best real estate CRMs
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Pipedrive: Best for email marketing
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Helpful resource:
Learn more in our in-depth Pipedrive review.
Pipedrive starting monthly price per seat (billed annually):
- Essential: $14
- Advanced: $24
- Professional: $49
- Power: $59
- Enterprise: $79
Key features
- Integrations: Pipedrive has a giant library of tools, including integrations for lead generation, lead qualifying, nurturing, video meetings, document management, payment tracking and invoicing, and project management.
- Pipeline management: A highly visual platform to manage your pipeline without letting leads slip through the cracks. The dashboard is customizable, easy to use, and helps prioritize leads and deals.
Why I chose Pipedrive
Pipedrive offers awesome, budget-friendly email marketing tools that sales pros love. Its slick, customizable email templates let you easily match your brand. Pipedrive’s segmentation features allow you to craft personalized emails, while built-in analytics and automated follow-ups help track performance and convert leads faster. These tools facilitate targeted outreach to potential clients, enhancing your lead gen efforts.
LionDesk (Lone Wolf Relationships): Best for communication automation
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Helpful resource:
Learn more in our in-depth LionDesk CRM review.
- Monthly: $39
- Annual: $399
Key features
- Customizable landing pages: Although this is an add-on feature, LionDesk allows agents to create customizable landing pages. It also includes landing page templates to build high-converting landing pages tailored to your brand.
- Integrations: It has an extensive library of third-party integrations for almost everything, from lead generation and contact management to communication and finances.
LionDesk dashboard
Lone Wolf Relationships contacts dashboard
Why I chose LionDesk
LionDesk, now powered by Lone Wolf Technologies, was built with real estate agents in mind. It offers a fully customizable dashboard that helps you decide what you want to see in your CRM. The platform stands out with automation features — handling everything from texting and email drip campaigns to sending videos through email and text. If you still use LionDesk, you can seamlessly migrate your contacts and data to Lone Wolf Relationships.
Follow Up Boss: Best for real estate teams
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Helpful resource:
Learn more in our in-depth Follow Up Boss review.
Follow Up Boss starting price (billed annually):
- Grow: $58 per month per user
- Pro: $416 per month (includes 10 users)
- Platform: $833 per month (includes 30 users)
Key features
- Networking and events: Join the FUB Success Community to connect with other real estate agents and gain access to exclusive events, such as Level Up masterminds and FUBCON.
- Mobile app: The mobile app is user-friendly and instantly notifies each agent of new leads. It makes it easy to send emails and texts or call new or current clients, even on the go.
Why I chose Follow Up Boss
Follow Up Boss is a well-known real estate customer management software with all the makings to support teams. It offers 250-plus integrations and features such as texting, email drip campaigns, text automation, and built-in calling. The platform’s collaboration features are woven into it, with public comments, communication tracking, lead distribution, and visual tracking of each agent and each lead. So, if you’re building a team, Follow Up Boss is a no-brainer.
Wise Agent: Best for transaction management
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Helpful resource:
Learn more in our in-depth Wise Agent review.
Wise Agent pricing:
- Monthly: $49
- Annual: $499
- Enterprise: Custom pricing (recommended for teams of 15+ agents)
Key features
- Real estate content: The platform includes an extensive library of stock photos and real estate content for text messages, emails, written letters, newsletters, postcards, and flyers. There is even an AI writing assistant to help you create content more effectively.
- Team and broker options: Although Wise Agent is often used by individual realtors, it includes multiple tools and add-on options explicitly built for teams and brokers.
Why I chose Wise Agent
Wise Agent is a top real estate CRM software because it’s designed to be a one-stop shop for agents and brokers, providing transaction management tools from beginning to end. Stay on top of your transactions by creating checklists so everyone is on the same page. As a bonus, you can create customized landing pages and integrate them with multiple social media tools to reach more clients.
IXACT Contact: Best for contact management
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Helpful resource:
Learn more in our in-depth IXACT Contact review.
IXACT Contact pricing:
- Monthly plan: $55
- Annual plan: $561 ($46.75 per month)
Key features
- Social Stream: This add-on feature allows agents to select exclusive real estate articles and videos to share with their network. While you can’t create custom content, it’s a great way to automate social media content.
- Personalized agent roadmap: This feature allows agents to set specific real estate goals within the platform, and it will generate a plan to help reach them with specific tasks and activities.
Why I chose IXACT Contact
IXACT Contact is an excellent tool for keeping track of your contacts from the moment you connect with them through every transaction. You get a detailed profile for each lead, current, and past client, including their contact info, family info, birthdays, anniversaries, property details, and all communication history. This is crucial for staying easily connected to your clients and maintaining good relationships.
Lofty: Best for lead generation and nurturing
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Helpful resource:
Learn more in our in-depth Lofty CRM review.
Lofty monthly pricing:
- Core: $449 (plus $15 per extra user)
- Premier: $700 (for 15 users; plus $25 per extra user)
- Enterprise: $1,500 (for 100 users; plus $12 per extra user)
Key features
- Social Studio: This built-in social media management tool allows you to create content within Lofty’s platform and automatically share it on multiple real estate social networks simultaneously.
- AI Assistant: An automated assistant helps you become more efficient and minimize Lofty’s learning curve at every step. This AI assistant will customize workflows, manage and organize leads with tags and notes, set reminders, and send automated responses.
Why I chose Lofty
Of all the top CRM software for real estate on my list, Lofty offers the most extensive and impressive combination of advanced lead gen tools and features. What’s remarkable is that it provides exclusivity in your farm area, so no other agent using Lofty can target the same leads as you. It automatically pulls in leads from various sources and sets up property alerts, sends out regular market analyses, and matches listings with leads.
Realvolve: Best for workflow automation
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Helpful resource:
Learn more in our in-depth Realvolve review.
Realvolve pricing:
- All-inclusive: $99 per month
- Schedule a demo to learn more about Realvolve’s flexible team pricing
Key features
- Document management: Realvolve keeps all your documents organized. Each workflow includes a comprehensive checklist of all necessary documents to complete a transaction.
- Integrations: The platform integrates seamlessly with some of the most-used apps, like Google and Zapier.
Why I chose Realvolve
Realvolve simplifies your real estate hustle with automation and customizable workflows. It has a visual dashboard, contact organization tools, and lead nurturing strategies. There are plenty of customizable workflow templates, plus prebuilt lead sequences for buyers and sellers through email and text. It’s a perfect fit for individuals or teams looking to boost their productivity and efficiency.
What to look for in a real estate CRM
When choosing the best CRM for your real estate business, it’s essential to consider features that align with your goals, needs, and budget. Here are some key aspects to focus on:
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Automation:
A robust CRM automates repetitive tasks like follow-ups and drip campaigns. So, ensure your CRM saves you time and effort to maximize efficiency.
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Lead generation:
Ensure your CRM captures and manages leads from various sources, including websites and social media.
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Contact management:
CRMs that offer such features make it easier to connect with clients. Organizing and segmenting your contacts based on criteria such as location and property preferences allows you to personalize communication.
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Third-party integrations:
Your CRM should integrate seamlessly with tools you already use, such as email platforms and social media channels. This connectivity maintains data consistency across your systems.
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Mobile accessibility:
Most agents nowadays are always on the go, so having mobile access to your CRM is vital. A mobile-compatible CRM helps you retrieve client information, manage tasks, and communicate with contacts anytime, anywhere.
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Customer support:
Every CRM has a learning curve, so reliable customer support is essential. Opt for a CRM that offers comprehensive onboarding and training to help you maximize its features and quickly resolve any issues.
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Scalability:
Choose a CRM that can grow with your business and accommodate an expanding client base without requiring a platform change.
Methodology: How I chose the best CRM for real estate
Our methodology at The Close ensures that our professionals, writers, and editors thoroughly analyze each platform. We meticulously evaluate the features, usability, integration capabilities, performance, and affordability of the best CRM for real estate.
We selected the most effective and reliable CRM software for real estate agents to support business growth and success. This rigorous process ensures that our recommendations help agents streamline operations, enhance client interactions, and achieve business goals.
Detailed criteria included the following to determine the best real estate CRM:
- General CRM Features (25%)
- Basic features such as contact management, text and email capabilities, task management, task reminders and notifications, lead management, pipeline or dashboard customizability, audience segmentation, transaction management, and integrations.
- Advanced CRM Features (25%)
- This includes listing management, customized reports and analytics, document management, storage, AI lead assist or lead automation, team management, marketing tools, social media integrations, and mobile apps.
- Pricing (15%)
- I checked, updated, and evaluated each CRM’s pricing, subscription plans, and whether there are free trials and bulk discounts.
- Ease of Use (10%)
- I evaluated each CRM’s user interface, customizability, and how easy it is to operate and set up each one.
- Help & support (5%)
- Should real estate agents need additional support, customer services such as live chat, phone, email, and ticket systems are necessary.
- Customer rating (10%)
- We collect information from multiple third-party sources to determine how real users have rated each CRM.
- Expert score (10%)
- We collect information from multiple third-party sources to determine how real users have rated each CRM.
Frequently Asked Questions (FAQs)
What CRM do most realtors use?
Some popular CRMs among real estate agents are Follow Up Boss, LionDesk, and Wise Agent. These tools help them stay organized, quickly follow up with leads, and automate communication efforts.
How much does a real estate CRM cost?
While real estate CRM pricing can vary a lot, you’ll find that most great options cost at least $30 per month. Costs can add up if you’re unsure what you need, so take advantage of free trials before committing to a long-term subscription. If you’re a new agent and don’t have a budget yet, check out our list of the best free real estate CRMs.
Which CRM does Keller Williams use?
Keller Williams’ real estate agents use its proprietary software, KW Command, a custom real estate platform that combines marketing, lead, and transaction management in one system. Command helps agents run their businesses more efficiently and provide better client service.
Your take
The top real estate CRMs are as different as the individual agents who make up the industry. Use our guide to help you make the best choice for your business needs. Consider the most important features and use the free trials to find what clicks.
Which real estate CRM are you using? Share your experience in the comments!
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