The Best Real Estate CRM for 2023: In-depth Reviews & Pricing

The value here is outstanding. We recommend the basic CRM package, which is $39 per month ($25 per month if billed annually). This includes generous monthly email, text, and video text credits; bulk texting; marketing campaigns; Text2Sell; white label email domain; transaction management; Facebook lead generation; and a custom number. You can add on the landing page feature from this level for just $29 per month.

The upgraded CRM Premier includes landing pages, a single dialer, and a discounted multi-line dialer at $139 per month ($83 per month billed annually). Overall, LionDesk offers the most bang for your buck on this list and is a great option for any agent, seasoned or just starting out.

LionDesk’s Lead Assist feature, specifically the AI-driven text responder known as Gabby, is our favorite feature. LionDesk was one of the first CRMs to offer this service and they’re still leading the field with the integration of newer AI intuition. Gabby automatically follows up with leads promptly, naturally, and with an uncanny ability to sound genuine and interested. In fact, many people can’t initially tell if they are texting with a live person or a bot.

Sophisticated automation, video texting and email options, landing pages, and AI responsiveness make LionDesk worth your time and money. LionDesk also offers a 30-day, full-featured trial, so whether you’re ready to change up your existing software or need your first real estate CRM, LionDesk is a stellar option.

Top Producer offers three different tiers with additional tiers for teams. The costs depend on which plan you choose and whether you plan on paying annually or monthly, but pricing starts at $109 per user, per month. Top Producer also offers add-ons. You can get a website for $35 per month and lead routing tool FiveStreet for $25 per month. All tiers require a one-year commitment.

Top Producer now offers a social media lead generation service called Social Connect for $359 per month, which includes the $109 for the CRM.

If you’re running a team or dealing with a high volume of leads, a product like FiveStreet is a must-have. The lead response and management tool offers next-level tracking for real estate professionals who want to know where leads are coming from. It also offers the ability to assign leads custom paths to get to the right agent, or if you’re operating solo, it will help you prioritize your follow-up efforts.

The real power comes from the analytics. Imagine what you could do if you could generate a report that would tell you how agent performance varies based on lead type, response time, and how far leads are getting in the funnel.

One of the newest offerings from Top Producer is their social media advertising service, Social Connect. With Social Connect, the geniuses at Top Producer create and place your social media ads so you don’t have to become a Facebook Ads expert to get paid advertising for your listings. The leads generated from the ads feed directly into the CRM, where the nurture campaigns kick in to bolster your conversion rates.

If you want to get to the next level when it comes to providing market-level data to your contacts via an MLS integration, or if you have a team where your lead routing needs some work, definitely give Top Producer a closer look.

Sierra Interactive’s pricing is on the higher side—just the CRM is $299 per month. But if you really want to take advantage of the fully integrated ecosystem, you’ll want to upgrade to the CRM + Website package that starts at $500 per month, plus a setup fee that ranges from $250 to $500. Sierra Interactive has successfully created its own walled garden where agents never need to leave the platform to run their real estate businesses.

The website’s advanced lead generation and capture capabilities actively add leads to your CRM, which is where the nurturing begins. Each lead can be assigned an action plan, which is an expertly timed drip of emails, texts, and voicemails customized to the lead type. While every real estate CRM in our list offers some form of automation, Sierra Interactive takes this set-it-and-forget feature even further. In one demo, we saw that one live action plan had more than 2,500 leads and a 61% response rate.

Sierra Interactive is an advanced end-to-end solution for agents who have some years of experience and a healthy budget for leads. Its real estate CRM is a good standalone product, but it really shows off its power when paired with Sierra Interactive’s sophisticated lead generation websites.

Since Market Leader is first a lead generation tool, the costs depend on leads, not on the contact management features. Access to the Market Leader platform starts at $189 per month, but you’ll spend an additional $25 per lead or more depending on your market. Most Market Leader agents pay around $350 to $400 per month to get started. Each additional seat is $89 per month (which includes a subdomain and CRM access).

The fact that Market Leader can guarantee a certain lead volume every month is critical. After all, your CRM shouldn’t be a static collection of contact information. Think of it as a growing, living database that needs to be constantly fed new contacts to fuel the growth of your business. Market Leader’s approach ensures you’ll have new contacts in your database on a regular basis, new people to run through your nurturing campaigns, and new opportunities to turn your contacts into transactions.

The crossover between paid lead generation and CRM makes a lot of sense for established agents who still have a real need for leads. With Market Leader, you get an excellent CRM platform as well as one of our top-rated lead generation options. Yes, you need a healthy budget to make this work, but if you’ve got the scratch for it, Market Leader is a fantastic option.

Not only does IXACT Contact offer a free five-week free trial with complimentary concierge onboarding, it also offers six months free to any agent who’s within their first year of being licensed. This is a singular offer in the CRM game—nobody else has anything like it.

The base price is $38 per month when billed annually, making it an exceptional value. The rest of IXACT Contact’s features are offered a la carte, so you don’t pay for services you don’t need. For example, the social stream add-on is $20 per month, a basic IDX website is $19 per month, and additional text, email, and voicemail credits can be added as well.

Obviously, we geek out over the free trials, but we also really like the Social Stream feature, which adds another level of service that others in the space just aren’t providing. In the Social Stream dashboard, you can select articles and videos to share with your network and choose how often you want content auto-posted to your accounts. IXACT Contact doesn’t offer original content, but there are plenty of relevant articles from reputable sources, such as Huffington Post, Forbes, HGTV, and Better Homes and Gardens, that will engage your contacts.

IXACT Contact is easy to check out, especially with its generous free trials. If you are looking for a real estate CRM with an IDX website component, some social media options—or darn it, just something free—you really should give IXACT Contact a test drive.

Starting at $875 per month for 10 users, Propertybase Salesforce Edition is ideal for larger teams and brokerages. The IDX-integrated website is an additional $299 per user, per month.

If you’re interested in Propertybase but don’t have the team or budget for the Propertybase Salesforce Edition, make sure to check out our review of Propertybase GO. It’s a great option for individual agents as well as smaller teams, with prices starting at $425 per month.

Most real estate CRMs offer some sort of lead scoring to allow real estate agents to quickly glance at a profile and determine what sort of attention that lead needs today. But no other CRM that we’re aware of allows you to adjust the criteria for that lead score, and certainly not with the granularity and detail that Propertybase offers. With Propertybase, agents can make adjustments to lead scoring criteria based on factors such as a lead’s response to your outreach campaigns or time since last contact.

Propertybase offers a fantastic real estate CRM with tons of customization options, from the dashboard and user interface all the way down to how your lead scores are evaluated. But the value doesn’t stop at providing a great CRM—Propertybase also offers website and lead generation services that make them as close to an end-to-end platform for large teams and brokerages as we’ve seen.

You get the whole Real Geeks ecosystem, including the CRM, IDX website, integrations, and landing pages, for $299 per month. Simple and straightforward.

Real Geeks offers add-on features like lead generation with its Real Leads paid pay-per-click (PPC) marketing service coming in at $600 per month. The Real Geeks AI assistant Robin is an additional $200 per month.

Aside from appreciating how effectively the different products work together to bring in and convert leads, we really like Real Geeks’ AI assistant Robin. Like LionDesk’s Gabby, this bot takes some pressure off busy agents who know that responding to a lead right away is going to help drive conversions. Robin does a good job of engaging with both buyer and seller scripts to easily increase your conversion rates.

Reactive Response is another favorite feature from Real Geeks. Once you turn it on, the system will automatically respond when any of your leads display buying behaviors, like visiting your website and favoriting properties. The intuitive system will send a text message from you, prompting engagement with that lead. Once the lead answers, the conversation is sent directly to you, helping you prioritize your lead follow-up on autopilot.

Real Geeks is a great choice for any agent looking for an all-in-one solution. The website and CRM work seamlessly together and allow you to manage leads. The CRM has bulk texting and emailing capabilities, plus drips and custom integrations that make it a really strong contender in this competitive field of real estate CRMs. If you’re looking for marketing capabilities that are built into your CRM, Real Geeks is a great product.

With Follow Up Boss, the pricing is straightforward. It’s $69 per user, per month for the Grow plan. It’s designed to grow with you as you expand your business and your team. With that $69, you get everything the platform has to offer, including the ability to connect to any lead source or website, lead distribution, action plans, and a mobile app. You can add a dialer for $39 per user, per month.

Follow Up Boss’s biggest selling feature is its ability to integrate with any and all other tools agents may want to use. Build your website through WordPress, use Zillow and SmartZip for lead generation, and funnel it all into Follow Up Boss as your central hub. Many CRM platforms are creating walled gardens today, but Follow Up Boss stands apart in its quest to be the CRM platform that allows agents the flexibility of choice.

Follow Up Boss is a great CRM for any agent looking for a customized experience. If you already have a website you love from another platform or a lead gen source you can’t part with, Follow Up Boss might be your best solution.

The best real estate CRMs operate as both contact repositories and tools for converting those leads. As you build your business, you’ll need a place to keep all of your leads and their contact information, but you’ll also need to strategize your lead nurturing and track all of your communication with those leads. A good CRM is how and where you manage all of this information.

Ultimately, a CRM is a crucial tool to help you stay on top of your leads and convert at a higher rate because fewer leads fall through the cracks. But they do come in a variety of flavors. Every real estate CRM on our list will help you to stay organized with your database, lead generation, and nurturing. A good CRM will increase productivity and efficiency, streamline transactions, and boost your effectiveness in building relationships. The best CRMs help you close more deals and scale your business.

Sure, you might be able to get by for a little while with a spreadsheet of contact info. But I bet even the savviest Excel wizards will quickly find that a spreadsheet is simply not sustainable. You really need software that is robust enough to keep track of not only your actual contacts and their information, but also every communication with your leads (how, when, and why), and your strategy for engaging with them. And automation is essential if you’re planning to scale your business.

The most advanced CRMs will also let you manage your marketing (ads on social media or Google), automate your communications, and even call and record messages, all from inside the platform.

First and foremost, every real estate CRM should allow you to collect and manage contact information. In addition to the basics (email, phone number, and address), you may be able to include information like birthdays, transaction anniversaries, social media handles, or even a favorite sports team.

Some offer additional features, like managing your marketing, social media content, workflows, phone calls, and automated communication drips, all from your CRM dashboard. Sophisticated CRMs, with pipeline management, lead distribution, and performance analysis, are well-suited for large teams and brokerages.

We should also mention that a CRM should be easy to use. If it’s overly complicated and cumbersome, you and your team will never use it to its full advantage.

When you’re deciding on investing in a CRM, first figure out what your needs are. Consider these questions:

• What’s your budget?
• How are leads added to the system?
• How many users will need access?
• Do you need a website, marketing, or social media assistance?
• Have you been using a CRM that’s lacking features?
• Do you need the help of AI?
• How important is customer service?
• Do you want to send bulk emails or texts?
• Do you want a CRM that integrates with external providers? If so, which ones?

Then use the list in this article to weigh all the features against the pricing to determine which CRM is the best choice for you and your needs.

The short answer here is no, but it’s a nice perk to have. A real estate CRM that is directly and organically connected to your website allows you to tap into efficiencies like automatically recording your lead’s website activity on their profile or emailing personalized drip campaigns based on the properties they view.

The long and the short of it is, if you’re also looking for a website, getting a CRM and website combo is absolutely the way to go. If you already have a site you like, it might be worth looking into a CRM that integrates with it.

Yes, there are some platforms you should check out. First off, if you’re new to real estate, circle back up to the section in this guide about IXACT Contact. They offer six months free to anyone who’s had their license for less than a year. Also, check out our buyer’s guide for the best free real estate CRMs.

The answer to this question depends on your experience level. If you’ve used a CRM before, you’re probably looking at all these contenders through the lens of your old CRM. But that means you can easily miss out on the opportunities a new tool provides. Do your best to start fresh, and walk through the training as if you’re brand-new to the space.

If this is your first time using a CRM, make sure to avoid moving too fast, too soon. You were most likely sold on the product because of the advanced features it offers, but before you run, you’ve got to learn how to walk.

Understand the basics before jumping into the most sophisticated workflows and automations and creating custom market updates and website integrations. Build effective lead profiles, start communicating through the platform, and use it to categorize and prioritize your leads. Once you’ve got the basics down, then you can start to level up.

If you’re going to invest in a technology platform designed for teams or entire brokerages, you want to make sure everyone is using it. After all, these tools aren’t cheap! Here are three ways to ensure your team buys in.

• Introduce the platform slowly: Even the most technologically comfortable agents aren’t going to jump headfirst into a new CRM; they’ve got clients to serve and other parts of their business to maintain. Your agents can’t just put their entire world on pause for a week to learn a new platform, so offer them a transition period to get on board.
• Train, train, train: Assume that your team members know nothing until they show you they do. Most agents don’t come into the real estate industry with a technology background, so just because they are successful on one platform doesn’t mean that they’ll naturally succeed on all platforms. Give them all the resources they need to learn the ins and outs of your new tool.
• Offer incentives: If everyone on your team is on the same CRM, your productivity is going to go up, your lead conversion will rise, and you’re going to close more deals. That means more money in your pocket, so pass some of that along to your agents. Consider incentivizing them with a reduced split on a commission after successfully adopting the platform or some other form of monetary benefit to give them a personal reason to buy in.

Commercial real estate is really a different beast compared to residential and needs its own set of tools. If you’re looking for a CRM that is specifically designed to help commercial real estate agents and brokers, consider BuildOut. BuildOut offers some pretty sophisticated analytics that predict sellers and uncover true property owners. The solution is comprehensive and includes a website, proposal building, emails, and marketing.

The Close has a strict editorial independence policy when it comes to advertising—one that we make public and available for all of our readers at the top of every article.

The providers in this article were chosen based on their ability to offer the best answer to the needs of real estate professionals. None of the providers on this list, regardless of whether or not we have an affiliate partnership with them, have the opportunity to influence, steer, or affect the content in this article.

We’ve spent time on each of these platforms, used their features, talked to users, and measured these tools against what our experience tells us matters to agents, teams, and brokers everywhere. Our team works hard every day to make sure we are first asking what is best for our readers, including you.