Ask any top-performing real estate agent what their go-to, must-have, can’t-live-without tool is, and chances are they’ll say a great customer relationship management (CRM) system. But there are so many different real estate CRMs on the market, it’s hard to know which is the best one for your individual needs. I analyzed dozens of different CRMs to create this list of the best real estate CRMs and explain what might make each one perfect for your business.

8 Best CRMs for Real Estate Agents, Teams & Brokerages

Real Estate CRM
Starting Price
(per Month)
Best For
Best overall
Top Producer
Lead nurturing
Sierra Interactive
Integrated website
Market Leader
Lead generation
IXACT Contact
Teams and brokerages
Real Geeks
Built-in marketing
Follow Up Boss
Customized experience

(Prices as of September 2023)

Best Overall Real Estate CRM: LionDesk

The Close Score 4.9

LionDesk does the fundamentals really well and offers unique add-ons that are perfect for real estate professionals. Plus, there’s a full-featured, 30-day free trial. LionDesk demonstrates a consistent commitment to upgrading products and rolling out new features, such as video messaging and their artificial intelligence (AI) assistant Gabby. We also love that the company’s customer service department delivers prompt answers via phone and email. We now measure every other real estate CRM against LionDesk’s incredible value and affordable cost.

Related Article
LionDesk CRM Review: Is It the New King of the Real Estate CRM Jungle?

LionDesk Pros & Cons

LionDesk Pros
LionDesk Cons
  • Easy to use out of the box
  • Many options create a cluttered dashboard
  • Excellent mass communication tools, including bulk text messaging
  • Transaction management is basic
  • Customizable lead profiles
  • Not the best option for scaling teams or brokerages
  • AI lead follow-up
  • Integrated dialer for click-to-call convenience

Why We Chose LionDesk

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Best Lead Nurturing CRM: Top Producer

The Close Score 4.0

Top Producer is one of the OGs in the real estate CRM space. Sometimes, being a product originator can mean you’re outdated, but that’s not true for Top Producer. We’ve been impressed by the company’s ability to innovate in the ever-changing world of real estate professionals. 

Many real estate CRMs offer an IDX feed feature, but Top Producer takes this a step further, connecting directly with your MLS to access all of that crucial data. Most IDX feeds pull about 20 data points for each property. Top Producer’s MLS feed pulls closer to 300 pieces of information for every current listing, sold property, and expired listing.

One thing they could improve on is adding IDX integration to their websites. It seems like that would be an easy fix since they’re already pulling MLS data for the CRM. Hopefully, that’s coming in the near future.

Related Article
Top Producer CRM Review (2023): Pricing, Features, Pros & Cons + Video Walk-through

Top Producer Pros & Cons

Top Producer Pros
Top Producer Cons
  • One of the best-integrated CRMs on the market, connecting with hundreds of third-party platforms
  • 12-month contract required
  • Excellent transaction management features
  • No automated SMS texting
  • Automated communication options that integrate with MLS data, making nurturing easier and more effective
  • Website not included in any of the base plans
  • No mobile app

Why We Chose Top Producer

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Best CRM-Website Integration: Sierra Interactive

If you plan to scale as you build your business, you’ll want a CRM that comes with an integrated real estate website builder that generates leads, automatically populates them into a sophisticated CRM, and provides high-end lead conversion tools. Sierra Interactive is that unicorn, all-in-one sales ecosystem. It’s a powerful CRM with expert lead generation options, ad management, and stylish website design.

Sierra Interactive’s websites are some of the most advanced in the industry, and because they are so well integrated with the CRM, attracting leads and nurturing relationships through automated communication is easy and straightforward.

Sierra Interactive Pros & Cons

Sierra Interactive Pros
Sierra Interactive Cons
  • Powerful capabilities with strong analytics
  • Pricey–prohibitive for some solo agents
  • Lead-specific action plans take automation a step further
  • Sites have limited customizations
  • Mobile app, integrated AI, and expertly designed websites
  • Not a great solution for new agents

Why We Chose Sierra Interactive

Try Sierra Interactive

Best CRM for Lead Generation: Market Leader

The Close Score 4.2

Market Leader is primarily a lead gen company, but it also offers a CRM that is so good it needs to be included in the conversation. The real kicker? You can integrate the Market Leader CRM with virtually any real estate lead source, not just what’s native to the platform. Market Leader also happens to be The Close’s first choice for real estate lead generation companies, which automatically makes its CRM worth a look.

Market Leader Pros & Cons

Market Leader Pros
Market Leader Cons
  • Fully functional CRM with excellent automation options
  • Doesn’t include advanced analytic features
  • Great mobile app
  • The included website is lackluster
  • Easily scalable to teams and full brokerages
  • No transaction management, comparable market analysis, or other advanced features

Why We Chose Market Leader

Try Market Leader

Best Budget CRM: IXACT Contact

IXACT Contact rivals Propertybase and Sierra Interactive as a similar all-in-one real estate agent solution—but for a fraction of the price. The company’s robust CRM includes options for an IDX website and social media content, making it a top contender in the lead-gen-to-closing-table journey.

The company offers generous free trials, extra features, and integrated solutions that are intuitive to use and easy to scale. While IXACT Contact is a really wonderful option for new agents, we recommend it to any agent who wants a powerful real estate CRM at a great value.

Related Article
IXACT Contact Wants to Solve All Your Problems. Can It?

IXACT Contact Pros & Cons

IXACT Contact Pros
IXACT Contact Cons
  • Sleek design with a user-friendly experience
  • The add-on website lacks helpful features
  • Contacts’ social media handles auto-populate in lead profiles
  • Doesn’t sync easily with some third-party applications
  • Postcard and mass-mail functions built into the CRM
  • No mobile app

Why We Chose IXACT Contact

Try IXACT Contact

Best CRM for Teams & Brokerages: Propertybase

The Propertybase Salesforce Edition CRM is robust and full-featured, designed for real estate teams and brokerages that need more than just a place to store contacts. Propertybase, powered by Lone Wolf Technologies, also has a single-agent and small teams option called Propertybase Go that is optimized for smaller operations.

Related Article
Propertybase GO Review: The Next Generation of Real Estate CRM?

Propertybase offers all the features that high-powered teams and brokerages are looking for, including advanced analytics; lead routing; integrated brokerage, team, and agent websites; and much more. It’s a solid, easy-to-use real estate CRM combined with a potent website development arm and effective lead generation platform.

Propertybase Pros & Cons

Propertybase Pros
Propertybase Cons
  • Built on the rock-solid Salesforce platform
  • Certain functions like auto-dialers and SMS texting are not available natively
  • CRM and website are both fully MLS-integrated
  • High price point
  • Mass email functions negate the need for email marketing platforms like Mailchimp
  • Not available without a long-term contract
Related Article
Propertybase Review: The (Old) New Kids on The Block Get Serious

Why We Chose Propertybase

Try Propertybase

Best CRM for Marketing: Real Geeks

The Close Score 4.6

Like some of our other top real estate CRM picks, Real Geeks offers a full prospect-to-closing ecosystem, including a website and lead generation tools. We continue to be impressed with Real Geeks as an all-in-one solution for agents and especially like how well the CRM is optimized to organize leads captured through one of their websites.

The company also offers integrated Facebook marketing, which means that your CRM is constantly primed for new leads coming from Facebook ads. If you’re looking for a real estate CRM that is part of a system designed to gain and convert leads from social, Real Geeks is a great bet.

Related Article
Real Geeks Review: An In-depth Look at Features & Pricing

Real Geeks Pros & Cons

Real Geeks Pros
Real Geeks Cons
  • Integrated CRM system to attract, manage, and convert leads from Facebook marketing, the website, and landing pages
  • Can’t purchase CRM separately
  • Ability to track visitors’ website activity in the CRM
  • The system has a significant learning curve
  • Agent-facing and customer-facing mobile apps included

Why We Chose Real Geeks

Try Real Geeks

Best Standalone, Customizable CRM: Follow Up Boss

The Close Score 4.9

Unlike most of the other CRMs in this list, Follow Up Boss (FUB) is a standalone CRM without the integrated features the others offer. But that’s what makes FUB one of the best options for agents at varying levels of their experience. 

Follow Up Boss is a stellar CRM offering all the bells and whistles of the best CRMs on this list, including built-in calling, texting, text automation, drip campaigns, integrations, and action plans. 

The company has spent the past 10 years perfecting the real estate CRM and nothing else. It’s easy to use, has a simple user interface, and integrates with practically any other tool on the market, so agents can easily customize their business with the platform.

Related Article
Follow Up Boss Review (2023): Pricing, Features, Pros & Cons

Follow Up Boss Pros & Cons

Follow Up Boss Pros
Follow Up Boss Cons
  • One of the best CRMs on the market with tons of integrations
  • Not an all-in-one platform
  • Attractive, easy-to-use interface
  • No native lead gen or website
  • Fully functional mobile app
  • Perfect for growing teams and solo agents

Why We Chose Follow Up Boss

Try Follow Up Boss

FAQs About Real Estate CRMs

We want to answer some of your most common questions about the best real estate CRMs, from “What the heck is a CRM?” to “How do I get my large team to use our new, very expensive tools?” Feel free to ask anything we haven’t covered here in the comment section below.

Methodology: Why You Can Trust Our Reviews

Our Close team has decades of real estate experience, and we’ve collectively used and analyzed plenty of different real estate CRMs. To put together our list, I looked at dozens of real estate-specific CRMs and analyzed each one based on these criteria:

  • Pricing
  • Features
  • Integrations
  • Ease of use
  • User interface
  • Learning curve for implementation

 I also took into consideration any additional systems for: 

  • Marketing 
  • Data analytics 
  • Transaction management 
  • Pipeline management 
  • Automation

I try to evaluate each piece of software through the lens of a real estate agent who would actually want to use the platform. Our team created a weighted rubric that I used to evaluate each platform to keep things balanced and fair and to add context to my statements. Learn more about our methodology here.

Bringing It All Together

With so many different business models, philosophies, and real estate agent types out there, it is easy to see why there are so many different real estate CRMs. Which of these eight is right for you? Is there a real estate CRM that we need to add to our guide?

Drop a comment below and tell us about your favorite CRM. Is it on this list? How has it changed the way you do business?

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