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 real estate CRM. The only problem is that there are so many on the market that it’s hard to know which is the best.
To help you decide, we looked at more than 20 real estate customer relationship management systems (CRMs) available today, weeded out the underperforming, and chose the seven best options that top performers should consider.
Our top picks? Propertybase, Contactually, Wise Agent, Follow Up Boss, Realvolve, IXACT Contact, and LionDesk. We’ve ranked each on the ten factors that matter most to real estate agents. Take a look and find out which CRM is right for your business.
Here’s a look at our top seven real estate CRMs:
|Real Estate CRM||Price||Best For|
|Propertybase||Starting at $89 / month||(Best Overall) Realtors Looking for Lead Generation and Nurture|
|Contactually||Starting at $59 / month||Realtors with a Large Existing Sphere|
|LionDesk||Starting at $25 / month||Agents Wanting an Affordable CRM With Automated Emails and Texts|
|Follow Up Boss||Starting at $119 / month||Real Estate Teams|
|Realvolve||Starting at $49 / month||Realtors Who Want Lots of Customization Options|
|IXACT Contact||Starting at $33 / month||New Agents|
|Wise Agent||Starting at $25 / month||Realtors Who Want Comprehensive Support|
How We Evaluated the Best Real Estate CRMs of 2020
We evaluated each of these real estate CRMs on important factors such as price, quality of dashboard, learning curve, marketing automation, SMS capabilities, analytics, and customer support.
Each CRM that made our list did so because they provide a unique value to real estate agents, they are designed specifically for the real estate industry, and we’ve had an opportunity to take a personal tour of each platform and kick the tires a little bit, and can say from experience that they would be a good option for a real estate agent.
Here’s our overall impression of the features of each CRM:
|Category||Propertybase||Contactually||WiseAgent||Follow Up Boss||Realvolve||IXACT Contact||LionDesk|
|Learning Curve||Easy||Easy||A Little Tricky||Easy||Easy||Easy||Easy|
|24/7 Phone/Email||8AM–8PM M–F Phone/Email||9AM–5PM
Now that we’ve seen a little bit of how these CRMs stack up against each other, let’s dig a little deeper into each one.
Best Overall Real Estate CRM: Propertybase
If you know anything about Propertybase, you know that its CRM is robust and full-featured, designed for real estate agents who need more than just a place to store contacts. What you may not know is that Propertybase has joined forces with website powerhouse Boston Logic and acquired the lead generation platform BoldLeads.
Combining a solid, easy-to-use CRM with a potent website development arm and a very effective lead generation platform makes Propertybase an option all real estate agents should consider.
How Much Does Propertybase Cost?
Propertybase offers their rock solid IDX-integrated CRM for a base price of $89 per month. If you want to add on to the CRM experience with a website and lead generation help, the price bumps up to $399 per month.
Propertybase Pricing at a Glance
|IDX Integrated CRM||$89 / Month|
|IDX Integrated CRM + Website & Lead Gen||$399 / Month|
Despite the fact that Propertybase is actually a little higher in terms of cost per user for their CRM, you get a lot for your money on this platform, so the cost per feature is actually very low. The IDX integration alone makes Propertybase a CRM that is well worth the monthly fee.
What Propertybase Does Well
- Salesforce-based platform: The Propertybase CRM is built on the Salesforce framework, making it incredibly versatile, customizable, and open to plugins, especially at the enterprise level.
- MLS interface: Propertybase has built an interface with your MLS right into the CRM experience, eliminating the need to jump back and forth between your browser and your CRM.
- Send mass email: Virtually every CRM allows you to send email, but virtually all stop short at being able to send out mass emails. Propertybase has a mass email function that will virtually replace the need for a secondary mailer service like Mailchimp.
Where Does Propertybase Fall Short?
While Propertybase does work with third-party plugins to integrate texting and a dialer into their CRM for an extra cost, these features aren’t available out of the box. With a price point on the higher end for the products we’ve reviewed, this additional cost is going to turn some users off.
That being said, we’d like to reiterate that the Propertybase CRM features list is so long, you really are getting a great bang for your buck.
Our Favorite Propertybase Feature
Most CRMs offer some sort of lead score evaluation to allow real estate agents to quickly glance at a lead profile and determine what sort of attention that lead needs today. But no other CRMs that we’re aware of allow you to adjust the criteria for that lead score, and certainly not with the granularity and detail that Propertybase offers.
Make adjustments to your lead scoring criteria based on things like a contact’s response to your outreach campaigns or time since last contact.
Propertybase offers a fantastic CRM with tons of customization options, from the dashboard and user interface, all the way down to how your lead scores are evaluated. But their value doesn’t stop at providing a great CRM; they also offer website and lead generation services that make them as close to an end-to-end platform as we’ve seen. They offer a free, no obligation 14-day trial. Try them today.
Best Real Estate CRM for Realtors With a Large Existing Sphere: Contactually
Contactually is a CRM that defines itself on helping its users discover the potential business they are missing in their existing sphere of influence. Contactually even goes as far as claiming that most real estate agents are missing out on up to 30% of the GCI potential from their existing sphere.
Relationship marketing is the priority, and Contactually makes maintaining those relationships easy with excellent automation options and lots of solid integrations. If you are looking for a straightforward CRM that you can use to better your business on day one, Contactually is the CRM for you.
How Much Does Contactually Cost?
Contactually offers three different pricing options, the least expensive being their Professional Plan at $59 per month. There are two other tiers (Accelerator at $99 per month and Concierge at $399 per month), offering a deeper level of coaching and support, as well as advanced analytics and access to a larger library of prewritten material.
Contactually Pricing at a Glance
Contactually brought up the rear in terms of the cost per user. While we actually think that Contactually is worth the money you spend on it, there are definitely less expensive options available.
What Contactually Does Well
- Email automation: Contactually’s email automation is top-notch, and even includes optimal send time analysis so you know the best time to reach each of your contacts.
- Ease of use: Contactually is very easy to navigate; you won’t need a day or three of training before you are actually putting this platform to work for you.
- Relationship marketing and accountability: Contactually’s big strength is its relationship marketing initiatives and the ways it helps hold its users accountable to their commitments. Every time you log in to Contactually, you get your “Follow Up Score,” telling you how well you’ve done staying in contact with the people who matter most to your business.
Where Does Contactually Fall Short?
As mentioned before, Contactually isn’t very competitive on price. Yes, they do offer some great features, but there are certainly more affordable options available.
While Contactually offers some integrations through Zapier that allow for SMS texting, the lack of integration into the native platform is noticeable and a missed opportunity. Text message open rates are typically astronomically higher than email, and this would be a great communication tool to have.
Our Favorite Contactually Feature
We really like the way that Contactually handles your contacts. When you link an email address with Contactually, the platform goes back through your entire email history and builds a profile for anyone you’ve exchanged emails with, right down to the average time they are online.
It is a nice bit of insight to include on your contacts, and for a CRM that prides itself on helping you to develop better opportunity within your existing sphere, it really hits the mark.
Contactually will look at what time your contacts typically SEND you email. Using this data, the platform gives you a good idea when each of your peeps are online doing email.
We can all identify with the experience of email that comes in as we are looking at the window—we are much more likely to open it.
If you’re looking for a really in-depth look at Contactually, check out our deep-dive review of Contactually here.
If your sphere of influence isn’t producing the way it should and you are ready to make an investment in fixing it, Contactually is a CRM you should check out. They even have a seven-day, full-featured free trial so you can take it for a test drive.
Best Real Estate CRM for Automated Emailing & Texting: LionDesk
As real estate agents, of course we love to be the first person in to list a home for sale. But, being the second agent in isn’t a bad place to be either. In fact, oftentimes, that is great. You learn from the mistakes of the guy before you and can come out firing on all cylinders for what your client really needs.
LionDesk is a lot like this. If you have a CRM that you’ve been using for a while and aren’t feeling satisfied with, LionDesk is a breath of fresh air. They don’t try to be everything to everyone, and the things they do tackle they do very well.
How Much Does LionDesk Cost?
LionDesk offers two plans: $25 and $49 per month. The $25 per month plan is robust and full of features; you won’t find yourself lacking in capability. The upgrade to the $49 plan includes add-ons like the Text2Sell feature, a dedicated local phone number, and video texting.
LionDesk Pricing at a Glance
What LionDesk Does Well
- Learning curve: LionDesk easy to use straight out of the gate. We got started on making LionDesk work for us in less than an hour, and already saw its potential for efficiency in our business.
- Bulk texting: Sending all the contacts on a specific list an email message is a powerful tool, but this is something most CRMs offer. Wouldn’t it be great if someone offered that same tool, but on a platform where the open rates are typically over 95%? Sounds great. LionDesk offers that.
- Customizable fields: We know this is a little thing, but it turns out it is massively helpful. Being able to create custom fields in a contact profile lets you add the details about your contact only you or your team know about.
Where Does LionDesk Fall Short?
While we appreciate that LionDesk strives to have as much information as possible available to users whenever possible, the occasional side effect of this effort is the feeling of clutter. It isn’t a consistent issue throughout the user experience, but it does happen.
LionDesk’s transaction management and pipeline area doesn’t offer a ton of added value. We get it—the spot where LionDesk truly shines is in the cultivation of your leads to get them to the contract stage, but it would be nice to have a few more capabilities after money hits escrow.
Our Favorite LionDesk Feature
Automated marketing is pretty standard fare for a CRM, but LionDesk takes this feature a step further than most by offering Blended Campaign Automation. Instead of just being able to send scheduled mass email, you can add texts, videos, and even prompts to make calls with certain scripts to your workflows.
LionDesk’s Text2Sell feature provides a second level of service for things like sign riders. Take the LionDesk assigned phone number, put it on a sign rider in front of your new listing, and tell people to text for more information. When prospective buyers text that number, LionDesk automatically sends that person back the packet of information you’ve prepared for them. An extra level of hands-off automation frees you up to speak to buyers who are a little further down the funnel.
We’ve picked through LionDesk with a fine-toothed comb and written a full review of it. Check it out if you want our full take on this platform.
There are lots of things to like about LionDesk. Mixed automation, a customizable interface, and graduated texting options make LionDesk worth your time to at least try. LionDesk offers a 30-day, full-featured trial, no credit card required. If you are ready for change in the CRM space, or in need of your first CRM, LionDesk is a good option.
Best Real Estate CRM for Teams: Follow Up Boss
For more and more real estate agents, the path to success includes being part of a team. There are lots of real estate CRMs that accommodate team needs with a tool here or there. Follow Up Boss trumps those add-ons with a platform designed specifically for teams.
Follow Up Boss prioritizes lead and contact organization with a team in mind, and makes marketing and outreach trackable and assignable.
If you are the leader of a team or even a brokerage, Follow Up Boss should be on your radar.
How Much Does Follow Up Boss Cost?
Follow Up Boss looks pricey compared to their competitors, but you get multiple users per account. The base level package (“Team”) allows three users with a per user cost starting at $39.66. Jumping up to five users (“Established”) knocks that price down to $31.80 per month.
The larger plans (“Growth” and “Expansion”) allow 10 and 25 users and clock in at $23.90 and $15.96 per user, respectively.
Follow Up Boss Pricing at a Glance
|Team (up to 3 users)|
|Established (up to 5 users)|
|Growth (up to 10 users)|
|Expansion (up to 25 users)|
Regardless of how many members are on your team, you get the full capability of Follow Up Boss.
What Follow Up Boss Does Well
- Marketing automation: Follow Up Boss’ options for automating and streamlining your marketing tasks are robust. There is no such thing as (good) attention-free marketing, but we definitely see a lot less work on a day-to-day basis required with Follow Up Boss.
- Integrations: Follow Up Boss’ integrations list is long and native. Not to say there is anything wrong with using Zapier to connect the dots, but these native integrations are thoughtful and intentional, making them easier to use.
- Use on day one: We were up and running on Follow Up Boss, actually using it for its intended purpose on day one. We didn’t need a major tutorial to start working, and the interface is relatively self-explanatory right out of the box.
Where Does Follow Up Boss Fall Short?
Follow Up Boss is a team tool, plain and simple. While we love the team experience it provides, it doesn’t offer much in the way of solutions for real estate agents who are operating as a one-man or woman show. The price point disqualifies it as an option for most real estate agents who aren’t part of a team.
Our Favorite Follow Up Boss Feature
We talked a little about the integrations of Follow Up Boss, but one specific one stands out: the native link with BombBomb. As the go-to video mail tool, BombBomb has carved out a unique offering in the email space. Follow Up Boss includes a BombBomb button right in the email composition window.
Follow Up Boss also includes unlimited SMS texting with every single plan. With open rates of well over 95%, texting is an extremely effective form of communication. A CRM with unlimited in-app texting (and the tracking to make it a part of your contact’s communication profile) definitely has our attention.
Want to know even more about Follow Up Boss? We don’t blame you—it is pretty interesting stuff. Check out our full review of Follow Up Boss to learn even more.
Try Follow Up Boss
If you’re a team looking for a product designed especially for you, Follow Up Boss is definitely the best choice. With a 14-day free trial, teams can put Follow Up Boss through its paces and decide if it’s right for them.
Best Real Estate CRM for Realtors Who Want Lots of Customization: Realvolve
The problem with this in the CRM world is that, oftentimes, those massive solutions provide answers to questions an agent isn’t even asking. Thus, there winds up being some wasted space (and dollars) in a CRM.
Realvolve isn’t like that. The Realvolve approach is to do the basics really well, and provide agents lots of opportunities to take those basics and customize their workflows to the nth degree.
How Much Does Realvolve Cost?
Realvolve’s pricing depends on the number of users. A single user is going to pay $49 per month if paid annually. Jump up to five users and each will pay a little over $33 per month (paying annually). Ten users or more pay a little over $23 per month (paying annually).
Something we love about the Realvolve pricing model is the inclusion of an assistant account for every single plan. We all know that without the admins in our business, we would fall apart very quickly. Realvolve knows this too, which is why that assistant account is standard across all options.
What Realvolve Does Well
- A workflow for everything: Realvolve provides automation options for just about every task across the platform. Not limited to email drip campaigns, you can automate text messages, mailer campaigns, even paperwork for your team.
- Dashboard design: The Realvolve dashboard is image-forward and informative, making it easy to see at a glance what’s happening in your business. But, it is also very customizable, giving users the option to see only the information that is pertinent to their success.
- Library of material: Most CRMs will talk about their prewritten email templates or even text messages, all of which Realvolve has. Where Realvolve takes this a step further is in providing a robust library of workflows, making all sorts of great suggestions on how you can use their tools to automate your work day.
Where Does Realvolve Fall Short?
For some reason, Realvolve is missing the native integration with Google Calendar to bring your G Suite appointments front and center in the CRM. There is a Zapier integration to get the job done, but it does require a little bit of massage to get into place.
Also, as much as we love the workflows, Realvolve lacks a clear visualization of their building process. Dragging and dropping would be so helpful here, but alas, not an option.
Our Favorite Realvolve Feature
It bears repeating: The assistant account included in every Realvolve CRM purchase is amazing. You need your admin plugged into everything happening on your CRM, and Realvolve makes that happen easily.
The Realvolve dashboard is more like a bulletin board for your office. The widgets there are (for the most part) moveable, making the frustration of items not appearing in the order you want them a thing of the past.
We’ve taken a look at Realvolve in the past. Head over to our complete Realvolve review to really dig into what Realvolve is all about if you are interested in learning more.
Realvolve is a great CRM for the essential tasks that real estate agents value above all others. It is highly customizable and puts you in control of your CRM’s workflow, instead of the other way around. With a 14-day free trial, real estate agents can try the platform for themselves and see what they think.
Best Real Estate CRM for New Agents: IXACT Contact
IXACT Contact gets close to stepping up to the same level of Propertybase in terms of offering that all-in-one real estate agent solution we’ve been wondering about for a while. For our money, nobody is quite there yet, but IXACT Contact and Propertybase seem to be the closest. IXACT Contact’s robust CRM also includes options for an IDX website and social media content, bringing them ever closer to completing that lead generation to closing table journey.
How Much Does IXACT Contact Cost?
IXACT CONTACT OFFERS SIX MONTHS OF THEIR SERVICE FOR FREE TO ANY AGENT WHO HAS BEEN LICENSED LESS THAN A YEAR.
Let that sink in for a moment. If you are a new agent in the industry, IXACT Contact is giving away their service to you. This is a singular offer in the CRM game—nobody has anything like it.
Now that we’ve got the shouting out of the way, the rest of IXACT Contact’s pricing model is intriguing, and there is a lot to unpack here. They offer an a la carte price option for real estate agents so you aren’t paying for services you don’t need.
- Basic version for a single user of the CRM + an agent website: $33 per month
- IDX website add-ons: $13 per month (standard), $33 per month (professional) + $65.00 setup fee
- Add team members: $23 per month, per team member
- Additional IDX websites: Starting at $13 per month + $65 set up fee
- Social stream: $20 per month
- Mass emailing: Varies by volume
What IXACT Contact Does Well
- Designed with intent: We love the way IXACT Contact users don’t have to play a guessing game about features. For instance, your pipeline tool doesn’t have some silly, made-up name—it is just called Business Pipeline.
- Social media smarts: IXACT Contact is constantly searching the web for publicly available social media info about your contacts and populates that information right in their profile. This is a very helpful feature if relationship marketing is your forte.
- Bulk mail and postcards: Working the mailbox at the end of the driveway is still a strategy that a lot of real estate agents use, but seems conspicuously absent from most CRMs. IXACT Contact’s Letters and Labels function allows for mass mailings to be done from your CRM.
Where Does IXACT Contact Fall Short?
IXACT Contact’s list of integrations is noticeably small. Granted, this platform does a lot of the things that other CRMs rely on outside help for, but with less than a dozen partners, you really have limited options for playing with others.
Also, we’d love to see some SMS texting in app. We all know how much higher open rates are on texts versus emails, so having this option would be a nice asset.
Our Favorite IXACT Contact Feature
Obviously, we are pretty geeked about the free six months to new real estate agents. If you somehow missed that above, IXACT Contact offers their CRM FOR FREE to any agent who has been licensed for less than a year. Nobody else is doing this, and if you are a new real estate agent looking for a quality CRM, you can get one. FOR FREE.
Also, the Social Stream option adds another level of service to this CRM that the others in the space just aren’t providing. It isn’t original content, but it is a lot of relevant articles from reputable sources like Huffington Post and Better Homes and Gardens that will actually be interesting to your contacts.
We’ve got a full review of IXACT Contact if you want to dig a little deeper. Check it out.
Try IXACT Contact
IXACT Contact is easy to try. If you are looking for a CRM with an IDX website component, something with some social options, or, gosh darn it, SOMETHING FREE, you should give IXACT Contact a go. They also offer a five-week free trial to really kick the tires, so you don’t have anything to lose here.
Best Real Estate CRM for Realtors Looking for Comprehensive Support: Wise Agent
Wise Agent has been in the real estate CRM space for a long time (since 2002!). Even though the look and feel of Wise Agent sometimes reminds us of Windows 98, they’ve learned things along the way that make them a valuable platform for real estate agents.
If you are looking for a CRM with great automation options and 24/7 support included with every package, Wise Agent is for you.
How Much Does Wise Agent Cost?
Wise Agent has a straightforward pricing structure: $29 a month or $299 per year. Both options include a one-on-one on-boarding call and round-the-clock support, 365 days a year.
|Be A Wise Agent|
Considering the fairly long list of features (great email automation, integration partners, and SMS texting, to name a few), you get a good bang for your buck with Wise Agent.
What Wise Agent Does Well
- Intuitive integrations: Wise Agent has a good list of intuitive integrations with other companies like BombBomb to help build out their offerings for communication and lead gathering.
- Data smart: If you are looking to help make your automation smarter, Wise Agent offers A/B testing in their automatic email responders so you can dial in what your contacts respond to most.
- SMS texting: With the use of Wise Text, you can include SMS texting in your stable of communication options without ever having to leave the CRM.
Where Does Wise Agent Fall Short?
We know looks aren’t that important. But, honestly, it’s time for a face lift, Wise Agent. This complaint is more than skin deep too. The old school interface is actually a little distracting sometimes because there is so much happening on the screen at once (contacts, calendars, email, and so on).
Our Favorite Wise Agent Feature
We know we’ve mentioned this before, but it bears repeating: 24/7 support, 365 days a year, with a real person.
If you have a question about Wise Agent, there is literally always someone ready to answer it.
We wrote an in-depth review of Wise Agent, so if you want to really get under the hood and see how things function, check it out.
Try Wise Agent
If service and support are number one for you, Wise Agent is a great CRM to check out. Their price is very affordable, and you can even try it for free. With a 30-day, full-featured trial, you can put Wise Agent through its paces and see how it could benefit your business.
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 seven 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 did it change the way that you do business?