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 customer relationship management (CRM) system. The only problem is that there are so many different options on the market to choose from that it’s hard to know which is the best for your individual needs.
We’ve put together a list of our top seven picks alongside an in-depth review of each one. Read on to decide which is the best CRM for your business.
7 Best CRMs for Real Estate Agents, Teams & Brokerages
|Real Estate CRM|
|LionDesk||(BEST OVERALL) Budget-conscious agents who want automated email, texting, follow-up tools, and more|
|Top Producer||Agents looking for specialized lead nurturing tools like market snapshots and email drip sequences|
|Elevate||Agents who are looking for social media marketing|
|Market Leader||Agents who are also looking for built-in lead-generation tools|
|IXACT Contact||New agents|
|Propertybase||Teams and brokerages (for 10 users)|
|Real Geeks||Agents looking for an entire marketing, website, CRM ecosystem|
(Prices as of November 2022)
Now that we’ve shared 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
LionDesk does the fundamentals really well and offers unique add-ons perfect for real estate professionals growing their business. Plus they offer a full-featured, 30-day free trial that doesn’t require a credit card, so there is no risk in giving them a try.
When we first published this article, we’ll admit that LionDesk was in our top picks but they weren’t our number one. What changed? Their consistent commitment to upgrading their products and rolling out new features like video messaging and their artificial intelligence (AI) assistant “Gabby.” We also love that their customer service delivers prompt answers to us via phone and email.
We now measure every other CRM against LionDesk’s incredible value and affordable cost.
LionDesk CRM Review: Is It the New King of the Real Estate CRM Jungle?
LionDesk Pros & Cons
How Much Does LionDesk Cost?
LionDesk Pricing Details
LionDesk offers three plans ranging from $21 to $99 per month, depending on which package you choose and whether you bill annually or monthly.
Our Favorite LionDesk Feature
In an on-demand world, interested buyers and sellers expect a response within minutes, not hours or days. But we all know 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.
Their AI-driven text responder, known as Gabby, automatically follows up with leads promptly, naturally, and with an uncanny ability to sound genuine and interested in what your prospects are asking about. The fact that many people can’t initially tell the difference between texting with a live person and Gabby is a testament to the tool.
Is the Real Estate World Ready for an AI Assistant? LionDesk Thinks So
What One Fellow Agent Says About LionDesk
Real Estate Agent Jeff G. Rohr had this to say: “We recently switched from Top Producer to LionDesk and have loved it so far. It does everything we need it to do. The only place that I would like to see improvement is in the campaigns that are offered. I wish there was a little bit more of a selection, but everything has been so easy and streamlined for us.”
Is LionDesk Right for You?
There are lots of things to like about LionDesk. Mixed automation, a customizable interface, graduated texting options, landing pages, and AI responsiveness make LionDesk worth your time and money. LionDesk also offers a 30-day, full-featured trial, with no credit card required. Whether you’re ready for a change to your existing software or in need of your first CRM, LionDesk is a stellar option.
Best Real Estate CRM for Lead-nurturing: Top Producer
Top Producer is one of the OGs in the real estate CRM space. Sometimes, being a product originator can make you outdated and irrelevant, but that’s not the case with Top Producer. The company has been working hard to keep up with the changing needs of real estate professionals while also working to anticipate our future needs. Their forward-thinking approach 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, connecting directly with your MLS to access all of that data. Most IDX feeds pull about 20 data points for each property. An MLS feed pulls closer to 300 for every current listing, sold property, and even for expired listings.
Top Producer CRM Review + Video Walk-through
Top Producer Pros & Cons
Top Producer Pros
Top Producer Cons
How Much Does Top Producer Cost?
Top Producer Pricing Details
Top Producer offers three different tiers. The costs depend on which plan you choose and whether you plan on paying annually or monthly. Top Producer also offers an add-on of a Top Producer website for $35 per month and lead routing tool FiveStreet for $20 per month. All tiers require a one-year commitment.
Our Favorite Top Producer Feature
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 and assign them custom paths to get to the right agent (or, if you’re operating solo, prioritized in the right order).
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. Next-level stuff.
What One Fellow Agent Says About Top Producer
Ben Komo, an agent in Jackson Mississippi, says: “Real estate can be a strange beast. Busyness can cause you to neglect the people that really matter. Top Producer is going to help prevent that busyness from taking away from rich relationships with structured, intentional steps.”
Is Top Producer Right for You?
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.
Best Real Estate CRM for Social Media Marketing: Elevate
Elevate is a real estate CRM that recognizes managing your contacts and nurturing your sphere isn’t just about sending automated emails and text messages. It is about maintaining a marketing presence among your sphere of influence so that when a conversation turns to real estate, you’re top of mind.
Elevate provides content creation services, social media management, and paid lead generation as a part of its CRM package. For agents who are looking for a CRM and help with social media marketing, Elevate is a great option.
Elevate Real Estate CRM Review + Video Walk-through
Elevate Pros & Cons
How Much Does Elevate Cost?
|Elevate Package||Price per Month||Includes|
|DMS||$200||CRM, website, social and blog content|
|DMS + Buyer Leads||$300||CRM, website, social and blog content, approx. 10 buyer leads per month|
|Elite Leads||$800||CRM, website, social and blog content, approx. 30 buyer or seller leads per month|
*CRM access is limited to basic functionality and does not include automated email marketing.
Our Favorite Elevate Feature
Creating social media content is time-consuming and difficult, which is why most agents don’t do it well. Elevate takes the time and grunt work out of content creation by providing:
Is it a completely hands-off solution? No. You’ll need to step in and tweak content occasionally, especially if there’s something only someone who has spent time on the ground in your community would know. But overall, this is a powerful marketing tool that distinguishes the Elevate CRM among the competition.
What One Fellow Agent Says About Elevate
Nancy Fudge of Fudge Properties tried several CRMs but switched back to Elevate: “I find that operating inside Elevate is pretty simple. Not only can I make changes on our brokerage website, but I can also make changes on my agents’ websites. I don’t want to take time out of my day to try and figure things out and waste my time. When I log into Elevate, all of my tasks are ready to be marked off in an easy-to-navigate way. I can also manage all of my lead generation and agent recruiting in the same spot!”
Is Elevate Right for You?
If your needs include marketing strategy and content as well as a CRM, Elevate is the perfect combo for you. They bill themselves as a marketing solution for real estate agents with growing businesses. If that’s you, you should check out Elevate today.
Best Real Estate CRM for Lead Generation: Market Leader
Some of you may be asking, “Why is Market Leader on this list? Aren’t they a lead-generation company?” And you are correct, Market Leader is primarily a lead gen company, but they also offer 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
How Much Does Market Leader Cost?
Since Market Leader is first a lead-generation tool, their costs depend on leads, not on the management features. Access to the Market Leader platform starts at $149 per month, plus an additional $25 or more per lead, 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). There is an additional discount if you’re looking to secure more than 100 seats.
Our Favorite Market Leader Feature
Your CRM isn’t a static collection of contact information. It is a growing, living database that needs to be constantly fed with new contacts in order to fuel the growth of your business. So we’re impressed that Market Leader can guarantee a certain lead volume every month.
That means that 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. Assuming you do your due diligence in terms of follow-up, this could mean signing up for a CRM with a 100% chance of growth.
What One Fellow Agent Says About Market Leader
Kroger Menzer, a Utah-based Keller Williams agent, says: “There are a lot of systems out there, most with similar features. The test of a company is how they respond to requests, and Market Leader has been great to work with for years now.”
Is Market Leader Right for You?
The crossover between paid lead generation and CRM makes a lot of sense. 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.
Best Real Estate CRM for New Agents: IXACT Contact
IXACT Contact rivals Propertybase in terms of offering that all-in-one real estate agent solution we’ve been searching for. Nobody is quite there yet, but IXACT Contact is on the doorstep. The company’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.
IXACT Contact Wants to Solve All Your Problems. Can It?
IXACT Contact Pros & Cons
IXACT Contact Pros
IXACT Contact Cons
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 their service to you. This is a singular offer in the CRM game—nobody has anything like it.
The rest of IXACT Contact’s model is intriguing because they offer a la carte pricing so you aren’t paying for services you don’t need.
IXACT Contact Pricing Details
|Feature||Price per Month|
|Basic CRM + Agent Website||$38|
|IDX Website Add-On||$19-$33|
|Additional Bulk Email/Texts||Varies by volume|
Our Favorite IXACT Contact Feature
Obviously, we geeked out over the free six months offered to new real estate agents. But we also really like their Social Stream solution, which adds another level of service to this CRM 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 the content auto-posted to your accounts. They don’t offer original content, but there are a lot of relevant articles from reputable sources, like Huffington Post and Better Homes and Gardens, that will actually be interesting to your contacts.
Is IXACT Contact Right for You?
IXACT Contact is easy to try, even if you’re not a brand-new agent. They offer a five-week free trial to really kick the tires, so you don’t have anything to lose there. 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.
Best Real Estate 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.
Propertybase offers all the features that high-powered teams and brokerages are looking for, including advanced analytics, lead routing, an integrated brokerage, team and agent websites, and much more.
Their solid, easy-to-use CRM, combined with a potent website development arm and a very effective lead-generation platform, make Propertybase an option all real estate teams should consider.
Propertybase GO Review: The Next Generation of Real Estate CRM?
Propertybase Pros & Cons
Propertybase Review: The (Old) New Kids on The Block Get Serious
How Much Does Propertybase Cost?
Propertybase Salesforce Edition is ideal for larger teams and brokerages, starting at $875 per month, which supports 10 users. The additional 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 to support Propertybase Salesforce Edition, make sure to check out Propertybase GO. It’s a great option for individual agents as well as smaller teams, with prices starting at $425 per month for their award-winning CRM and a fully integrated IDX website.
Our Favorite Propertybase Feature
Most CRMs offer some sort of lead score evaluation 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.
You can make adjustments to your lead scoring criteria based on factors such as a contact’s response to your outreach campaigns or time since last contact.
What One Fellow Agent Says About Propertybase
Sarah Railey, COO and broker for Moreland Properties in Austin, has this to say about Top Producer: “It’s not, ‘Hey let’s get you set up in 24 hours, and here are all your log-ins.’ It’s a very time-lined process. They’re preparing our entire staff and our support system first in a way that I know we’ll be successful long term.”
Is Propertybase Right for You?
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.
Best Real Estate CRM Within a Marketing System: Real Geeks
Like some of our other top picks, Real Geeks offers a full prospect-to-closing ecosystem, including a website, CRM, 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 their CRM is optimized to organize leads captured by one’s website.
Real Geeks also has integrated Facebook marketing, which means that your CRM is constantly primed for new leads coming from Facebook ads. If you’re looking for a CRM that has the bells and whistles you need and is part of a system that is entirely designed to gain and convert leads, Real Geeks is a great bet.
Real Geeks Review: An In-depth Look at Features & Pricing
Real Geeks Pros & Cons
Real Geeks Pros
Real Geeks Cons
How Much Does Real Geeks Cost?
You get the whole Real Geeks ecosystem, including the CRM, IDX website, AI assistant, integrations, and landing pages, for $299 per month. Simple and straightforward.
Our Favorite Real Geeks Feature
There are a lot of things to like within the Real Geeks platform. Aside from admiring how well the different products work together to bring in and convert leads, we really like their new AI assistant. Like LionDesk’s Gabby, it takes some pressure off of busy agents who know that responding to a lead right away is going to help drive conversions. While not perfect, Real Geeks’ AI assistant does a good job of engaging with both buyer and seller scripts.
Is Real Geeks Right for You?
Real Geeks is a great choice for an 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 field of great CRMs. It comes down to your individual needs and whether you need an entire platform. But for the money, this is a great product.
This is a round-up of our current favorite CRMs, but that doesn’t mean that your perfect one is on this list. Reach out if you have any specific questions about your situation and know that there are plenty of CRMs out there.
Frequently Asked Questions about Real Estate 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.
Of course, we get a lot of “Which platform is right for me?” (which is why guides like this one exist), but that’s just the start of it. Here, we answer some of the most common questions we hear. Feel free to ask anything we haven’t covered here in the comments section below.
What should I consider when choosing a CRM?
First and foremost, what are your needs? Consider these questions:
Do I need a CRM with a website included?
The short answer here is no, but it’s a nice perk to have. A real estate CRM that is directly, organically connected to your website allows you to tap into efficiencies like having your lead’s website activity automatically recorded on their profile or their email drip campaigns personalized based on the property they view.
The long and the short of it is—if you’re also looking for a website, getting a CRM + website combo is absolutely the way to go.
Are there any worthwhile free real estate CRMs?
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.
What’s the biggest mistake people make when starting with a new CRM?
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. Before jumping into the most sophisticated workflows and automations and creating 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 actually using their CRM?
The most expensive CRM will do nothing for you if you don’t engage with it. And 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.
1. 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.
2. 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 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.
3. 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.
What if you need a commercial real estate CRM?
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 owners. Their solution is comprehensive and includes a website, proposal building, emails, and marketing.
Is The Close paid to pick these CRMs?
The Close has a strict editorial/advertising independence policy—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 questions real estate professionals are asking. 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.
I’ve personally spent time on each of these platforms, used their features, talked to users, and measured these tools against what my experience tells me 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.
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 has it changed the way that you do business?