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.
Check out our top picks in the table below, and read on to get more detailed analysis of each product.
7 Best Real Estate CRMs
|Real Estate CRM||Price||Best For|
|LionDesk||Starting at $25/month||(Best Overall) Budget-conscious agents who want automated email, texting, follow-up tools, and more|
|Top Producer||Starting at $37.50/month||Agents looking to keep leads warm with email templates and market snapshots|
|Propertybase||Starting at $79/month (per user)||Teams and brokerages|
|IXACT Contact||Starting at $33/month||New agents|
|Wise Agent||Starting at $25/month||Real estate agents who want comprehensive support|
|Realvolve||Starting at $49/month||Real estate agents who want lots of customization options|
|Contactually||Starting at $59/month||Real estate agents with a large existing sphere|
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Now that we’ve seen a little bit of how these customer relationship management (CRM) tools stack up against each other, let’s dig a little deeper into each one.
Best Overall Real Estate CRM: LionDesk
- Prices starting at $25 / month
LionDesk sets itself apart from the rest of the CRMs in the real estate space by doing the fundamentals really well, by offering unique add-ons perfect for real estate professionals to consider as their business grows, and by providing a full-featured, 30-day free trial that doesn’t even require a credit card.
LionDesk doesn’t often get the credit it deserves. We’ll admit, when we first published this article, LionDesk was in our top five CRMs, but they weren’t number one. What changed our mind? Their consistent commitment to upgrading their products and rolling out new features like video messaging. We also love their best-in-class customer service, which delivered us answers by phone or email very promptly. LionDesk’s incredible value and affordable cost is what every other product is now measured against.
How Much Does LionDesk Cost?
LionDesk offers three plans ranging from $21 to $99 per month, depending on which package you choose and whether you bill annually or monthly.
The $21 per month plan is robust and full of features; you won’t find yourself lacking in capability. The upgrade to the next tier ($42 a month) plan includes add-ons like a dedicated local phone number, video texting, and custom text-to-sell shortcodes, great for sign riders and other physical marketing.
The Elite tier offers everything you’ll find in the Starter and Pro Plus plans, but includes white-glove, hands-on service and support that includes third-party integrations. The reason this is worth mentioning here is customer support when you’re trying to get your tools to work together is sometimes a no man’s land; it’s hard to find people who are willing to help you with someone else’s product, but not with LionDesk.
LionDesk Pricing at a Glance
What LionDesk Does Well
- Learning curve: LionDesk is 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.
- Artificial intelligence (AI) lead follow-up: LionDesk has introduced a feature that includes automated text follow-up that will have persuasive conversations with your leads for up to 12 months. We got a chance to see some of this in action; it really is like having your own inside sales agent (ISA).
- Click-to-call: The integrated dialer in LionDesk adds a level of convenience and speed to your sphere work that is going to change the way you work the phones. If you are a phone prospector and are familiar with tools like REDX, you’re going to love this feature.
Where Does LionDesk Fall Short?
While we appreciate that LionDesk strives to have as much information as possible available to users, 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: Gabby, Your AI-powered ISA
We’ve been hearing for a while now that one of the most important factors in determining your success as a real estate agent is your speed-to-leads. You need to be able to get back to the people who have questions as soon as possible, because if you don’t, someone else will.
But, we all know that this isn’t always possible. We’ve got appointments, we’ve got closings, and, quite frankly, we’ve got to sleep sometime. That’s why LionDesk’s lead assist features are so powerful. This AI-driven text responder, known as Gabby, is uncanny in its ability to sound genuine and interested in what your leads are asking about. Unless you identify to your lead that they’re not talking to a real person, many people can’t tell the difference until they’ve had a number of interactions.
So how does this help you as a real estate professional? First, it takes some of the pressure off of you when cultivating the top of your lead funnel; you’ve got someone (or something) else taking care of that initial contact. Secondly, it gives you the ability to scale your business faster, since now you’ll have time to spend cultivating other leads.
There are lots of things to like about LionDesk. Mixed automation, a customizable interface, graduated texting options, and AI responsiveness 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 great option.
Best Real Estate CRM for Advanced MLS Integrations: Top Producer
- Prices starting at $33.33 / month
Top Producer is one of the OGs in the real estate CRM space, and for some products, that means outdated and irrelevant, but not this one. Top Producer has been working hard to not only keep up with the needs of real estate professionals, but also anticipate the next set of needs. This forward-thinking is evident in their latest CRM iteration: Top Producer X.
Many CRMs offer an IDX feed as a part of their features, but Top Producer takes this a step further, actually connecting directly with your MLS to offer value using all the data your MLS possesses. To put that in context, most IDX feeds pull about 20 data points for each property. An MLS feed pulls closer to 300 (or more) for every current listing, sold property, even expired listings.
How Much Does Top Producer Cost?
Top Producer offers three different tiers, ranging from $33.33 per month up to $80 per month. The costs depend on which plan you choose and whether you plan on paying annually or monthly. They also offer an add-on of a Top Producer website for just $10 more. They require a one-year commitment.
Top Producer Pricing at a Glance
What Top Producer Does Well
- Integrations: Top Producer (TP) offers a ton of integration options that can provide lots of extra value. Products like Mojo Dialer, Zillow Premier Agent, and other third-party lead sources work really well with this CRM.
- Transaction management: For many CRMs, transaction management is more of an afterthought—something to tack on to the high-priced package to add a little value. With TP, this is a detailed and customizable tool that really can replace an ad-hoc product.
- Advanced drip campaigns: We know, email automation isn’t very sexy, but the Top Producer unlock of syncing with your MLS and not just IDX is worth calling out. Using email automation, you can include data about SOLD statistics as well what’s currently on the market—a key strategy for wooing seller clients.
Where Does Top Producer Fall Short?
While the long-term value of Top Producer is pretty clear, not every agent wants to sign a long-term contract. Top Producer requires a 12-month contract to get started, and for a product that you’re going to use so much, it would be great to have a monthly option, at least to get started, before making a long-term commitment.
Our Favorite Top Producer Feature: FiveStreet Lead Management
FiveStreet is a product included in the Advanced tier plan, and if you’re running a team or dealing with a high volume of leads, this is a must-have. This lead response and management tool offers next-level tracking for agents who want to know where leads are coming from, assign them custom paths to get to the right agent (or, if you’re operating solo, prioritized in the right order), and measure your results afterward.
The real power here comes from the analytics you get. Imagine what you could do if you could get a report generated that would tell you how each of the agents on your team are performing based on lead type, how their response time is, and how far their leads are getting in the funnel.
This tool is a great way to maximize the effectiveness of the lead generation pipeline you’ve worked so hard to build by making sure that the right lead gets to the right person at the right time, every time.
Try Top Producer
If you want to get to the next level when it comes to providing market-level data to your contact via an MLS integration, or if you have a team where your lead routing needs some work, definitely give Top Producer a closer look.
Best Real Estate CRM for Teams & Brokerages: Propertybase
- Prices starting at $79 / month (per user)
The Propertybase Salesforce Edition CRM is robust and full-featured, designed for real estate agents who need more than just a place to store contacts. What many may not know about Propertybase is that it 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 Salesforce Edition is ideal for larger teams and brokerages starting at $79 per user, per month with a minimum of 10 users. The additional IDX-integrated website is an additional $299 per month. Don’t miss the chance to also inquire about Propertybase GO—a great option for individual agents as well as smaller teams.
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 forth between your browser and your CRM.
- Send mass emails: 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, we think you really are getting a great bang for your buck.
Our Favorite Propertybase Feature: Advanced Lead Scoring
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 CRM 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 New Agents: IXACT Contact
- Prices starting at $33 / month
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 is getting there. 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 plus an agent website: $33 per month
- IDX website add-ons: $13 per month (standard), $33 per month (professional) plus $65.00 setup fee
- Add team members: $23 per team member, per month
- Additional IDX websites: Starting at $13 per month plus $65 setup 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 information about your contacts and populates it right in their profile. This is a very helpful feature if relationship marketing is your forte.
- Bulk mail and postcards: Working the mail 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 the 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: Social Media Support
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 Real Estate Agents Looking for Comprehensive Support: Wise Agent
- Prices starting at $29 / month
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 Windows 98, they’ve learned things along the way that make them a valuable platform for real estate agents.
If you’re 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’s so much happening on the screen at once (contacts, calendars, email, and so on).
Our Favorite Wise Agent Feature: Extensive Customer Support
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 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.
Best Real Estate CRM for Real Estate Agents Who Want Lots of Customization: Realvolve
- Prices starting at $49 / month
To understand Realvolve and its value, you have to get used to reading a specific word: workflow.
“Workflows” are what Realvolve calls their custom automated communications, and if you’re thinking, “Aren’t these just called drip campaigns?” you would be wrong. Workflows are tasks like automated communication or triggered to-do lists based on lead or agent behavior. These are systems that you can build from scratch or use Realvolve’s prebuilt templates to streamline, coordinate, and customize your real estate business with.
And, exclusive to Realvolve, these workflows don’t have to be the work of a single agent. You can customize these templates so that they involve multiple agents on your team or in your brokerage, giving you the full power of everyone’s time and talent, not just your own.
How Much Does Realvolve Cost?
Realvolve’s pricing depends on the number of users. A single user is going to pay $41 per month if paid annually. Jump up to five users and each will pay a little over $39 per month (paying annually). Ten users or a little less than $31 per month (paying annually).
If you aren’t ready to sign up for an annual contract, you can buy Realvolve by the month: $49 per month for one user, $235 per month for five users, and $370 per month for 10 users.
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, and 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?
There is a relatively steep learning curve when it comes to getting up to speed with Realvolve. Don’t get us wrong, this can be a good problem to have; it means that there are a lot of options, customizations, and ways to use the platform beyond just the surface-level tasks, but it takes some agents a while (and a fair amount of learning) to feel like they’re firing on all cylinders here.
Also, we love the Realvolve workflows, but the system lacks a clear visualization of their workflow-building process. Dragging and dropping would be so helpful here, but alas, not an option.
Our Favorite Realvolve Feature: Visual Dashboard
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 Real Estate Agents With a Large Existing Sphere: Contactually
- Prices starting at $59 / month
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 gross commissionable income (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.
It’s important to note that Contactually was acquired by real estate brokerage Compass. You don’t need to be a Compass agent to use Contactually, and Compass doesn’t get access to any of your user data.
How Much Does Contactually Cost?
Contactually offers three different pricing options, the least expensive being their Professional Plan at $69 per month. There are two other tiers (Accelerator at $119 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 that 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, this would be a great communication tool to have.
Our Favorite Contactually Feature: Lead Profiles
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 opportunities 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.
The Two Questions We Get Asked Most About CRMs
Here at The Close, we talk a lot about CRMs. Everyone from rookie solo agents to multi-office brokers wants to know how they can get the most out of these platforms. Believe it or not, the questions we get asked the most aren’t ones like “Which platform is right for me?” (probably because guides like this one provide that answer); they are bigger questions, specifically, these two:
What’s the Biggest Mistake People Make When Starting With a New CRM?
The biggest mistake agents make when starting with a new CRM is, if you’ve used a CRM before, looking at it through the lens of their old CRM. If you’re looking to replicate the functions of your last platform on the new platform, you’re missing out on the opportunities your 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. Before jumping into the most sophisticated workflows and automations, before getting started with custom market updates and website integrations, make sure you know the basics. 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.
How Do I Make Sure My Team / Brokerage Is Using Their CRM?
If you’re going to make an investment 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, and they don’t work nearly as well if people don’t, well, use them. 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 service 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 onboard.
Train, train, train: Assume that your team members don’t know anything until they show you they do. Most agents don’t come into the real estate industry with a technology background, so while they are successful on one platform, that doesn’t mean that they’re naturally successful 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 other form of monetary benefit to give them a personal reason to buy in.
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?