Ask any top-performing real estate agent what their go-to, must-have, can’t-live-without tool is, and the answer often points to a stellar customer relationship management (CRM) system. However, with so many CRM platforms available, finding the best real estate CRM for your needs can be challenging. That said, I spent over 180 hours evaluating and scoring dozens of CRMs. Read through to see which ones earned a spot on our list.
The Close’s Picks for Best Real Estate CRM
| Real Estate CRM | ||||
|---|---|---|---|---|
| Pipedrive | No review yet | |||
| Wise Agent | Wise Agent review | |||
| Follow Up Boss | Follow Up Boss review | |||
| LionDesk | LionDesk review | |||
| IXACT Contact | IXACT Contact review | |||
| Propertybase | Propertybase review | |||
| Market Leader | Market Leader review | |||
| Real Geeks | Real Geeks review | |||
| Top Producer | Top Producer review | |||
| Sierra Interactive | Sierra Interactive review | |||
| *Billed annually | ||||
1. Best for Email Marketing & Pricing: Pipedrive
Starting Prices (per user, per month):
- Essential: $12.50
- Advanced: $25
- Professional: $50
- Power: $60
- Enterprise: $75
Why I Chose Pipedrive
Aside from being the cheapest option on my list, I chose Pipedrive as the best real estate CRM for email marketing due to its customizable email builder with impressive templates and email analytics. Pipedrive’s intuitive interface allows real estate professionals to create visually appealing emails tailored to their branding and audience. Its robust analytics provide valuable insights into email performance, including open rates, click-through rates, and engagement metrics.
- Email segmentation: I love Pipedrive’s email segmentation capabilities because they allow agents to filter contacts based on different criteria, such as activities, products, and deals. You can send personalized emails to all your clients, ensuring that your message resonates with each recipient on a deeper level, leading to better engagement.
- Lead automation: Pipedrive streamlines client management by automating tasks such as reminders and email follow-ups. This automation helps real estate agents stay organized, improve response times, and increase their chances of converting leads into clients.
What I Think Would Improve Pipedrive
While Pipedrive is known for its intuitive interface, some users have reported challenges during the initial setup phase. However, once users become familiar with Pipedrive, they find the platform very straightforward, with clear instructions and many customizable options. Also, if you want to use Pipedrive’s more advanced features, you’ll have to pay more, which can be prohibitive for solo agents. You might want to check out IXACT Contact, which offers a five-week free trial.
2. Best for Transaction Management: Wise Agent
Starting Prices:
- Monthly: $49
- Annual: $499
- Enterprise: Custom
Why I Chose Wise Agent
Since 2002, Wise Agent has been helping real estate agents automate and grow their business. It’s an all-in-one solution for agents who want to manage their clients from start to finish. Some of my favorite Wise Agent features include transaction and listing management, customizable landing pages, drip campaigns, and its social media integrations.
- Transaction management: Wise Agent’s transaction management system allows you to organize buyer and seller transactions on its platform while sharing them with your members. Through closing, you can use Wise Agent’s checklists, contact lists, and customizable templates. Thus, there will be no more messy documents on your office desk.
- Customer service: I will forever be impressed with Wise Agent’s 24/7 customer service. Whether you’re setting up your pipelines, needing guidance on sending emails or training your team, Wise Agent members are available to assist.
What I Think Would Improve Wise Agent
Wise Agent may be an all-in-one solution for agents, but it could improve some of its features. For example, its interface is a bit outdated compared to other CRMs. Some users have reported errors and slow loading times when performing specific tasks, hindering workflow efficiency. If you want an alternative with more modern features, check out Real Geeks.
3. Best for Integrations: Follow Up Boss
Starting Prices (per month):
- Grow: $57
- Pro: $416
- Platform: $833
Why I Chose Follow Up Boss
Follow Up Boss is another best CRM for real estate, offering all the bells and whistles of the other products on this list, including built-in calling, texting, text automation, drip campaigns, integrations, and action plans. The company has spent the past 10 years perfecting the real estate CRM. It’s easy to use, has a simple user interface, and integrates with practically any other tool on the market, so agents can easily customize their business with the platform.
- Integrations: Follow Up Boss’ most significant selling feature is its ability to integrate with any other tools agents may want to use. Build your website through WordPress, use Zillow and SmartZip for lead generation, and funnel it 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 platform that allows agents the flexibility of choice.
- Phone dialer: Another favorite feature of Follow Up Boss is its ability to call any of your contacts through your mobile app or desktop with just one click. It automatically tracks and logs all the calls and can record them.
To learn more about Follow Up Boss, check out our walk-through video.
What I Think Would Improve Follow Up Boss
Similar to other CRM platforms, setting up and familiarizing yourself with Follow Up Boss’ functions can be a bit of a learning curve. Its reporting and analytics features also need improvement. If you want deeper insights into sales performance metrics, you might want to check out Propertybase.
4. Best for Texting: LionDesk
Starting Prices (per month):
- CRM: $25
- CRM Premier: $83
Why I Chose LionDesk
LionDesk excels at the basics and provides unique add-ons, setting it apart in the real estate professional market. Sophisticated automation, video texting and email options, landing pages, and artificial intelligence (AI) responsiveness make LionDesk worth your time and money. It also offers a 14-day trial, so whether you’re ready to upgrade your existing software or need your first real estate CRM, LionDesk is an excellent option.
- Bulk communication: LionDesk makes sending bulk messages to your contacts easy based on your campaign. You can send a blast email to all your buyers, a video to your whole contact list, and even text messages. Talk about a labor-saving feature!
- AI lead assist: I love LionDesk’s lead assist feature, specifically its AI-driven text responder. LionDesk was one of the first CRMs to offer this service, and it’s still leading the field in integrating newer AI intuition. It automatically follows up with leads promptly, naturally, and with an uncanny ability to sound genuine and interested. Many people can’t initially tell if they are texting with a live person or a bot.
What I Think Would Improve LionDesk
If there’s one thing LionDesk should improve on, it’s customer support. Many users have expressed dissatisfaction with its customer service, citing slow response times and unhelpful resolutions. Addressing these concerns could greatly benefit current and future customers. If you’re looking for a CRM with excellent customer service, explore Wise Agent as an alternative.
5. Best for Contact Management: IXACT Contact
Starting Price: $38 per month
Why I Chose IXACT Contact
From the name itself, IXACT Contact provides tools designed to manage and nurture your contacts throughout the entire process effectively. As a similar all-in-one real estate agent solution, IXACT Contact even rivals Propertybase and Sierra Interactive—but for a fraction of the price! The company’s robust CRM includes options for an IDX website and social media content, making it a top contender in the lead-gen-to-closing-table journey.
- Social Stream: I like the Social Stream feature, which adds another level of service that others in the space 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 plenty of relevant articles from reputable sources, such as Huffington Post, Forbes, HGTV, and Better Homes and Gardens, will engage your contacts.
- Unbeatable value: IXACT Contact offers a powerful real estate CRM, generous free trials, extra features, and intuitive, easy-to-use, and scaleable integrated solutions. These features make it an excellent choice for new agents and a confident recommendation for any agent seeking a high-value real estate CRM solution.
What I Think Would Improve IXACT Contact
IXACT Contact should add an audience segmentation feature to its CRM so users can effectively target and personalize their messages. The platform already has a contact management system, so I don’t see why IXACT Contact shouldn’t incorporate audience segmentation. If you want a CRM with audience segmentation features, check out Follow Up Boss or Sierra Interactive.
6. Best for Teams & Brokerages: Propertybase
Starting Prices: Available upon request
Why I Chose 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. It’s a solid, easy-to-use real estate CRM with a potent website development arm and an effective lead generation platform. The company also has a single-agent and small teams option, Propertybase Go, optimized for smaller operations.
- Ideal for large teams: Propertybase offers all the features that high-powered teams and brokerages seek, including advanced analytics, lead routing, integrated brokerage, team and agent websites, and more.
- Lead scoring: Most real estate CRMs offer lead scoring to allow agents to quickly glance at a profile and determine what attention the lead needs today. But no other CRM 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 adapt lead scoring criteria based on a lead’s response to your outreach campaigns or time since the last contact.
What I Think Would Improve Propertybase
Propertybase should consider improving its customer support. Despite numerous emails, users have reported not getting answers from their customer service team. Another thing worth noting is that its platform isn’t particularly user-friendly, which can be very frustrating for those new to CRMs. If you’re unfamiliar with Salesforce, Propertybase can be quite challenging. With that, you might want to explore Wise Agent, a CRM that’s great for beginners and has top-notch customer service.
7. Best for Lead Generation: Market Leader
Starting Price:
- Market Leader Pro: $189 per month
Why I Chose Market Leader
Market Leader is primarily a lead generation company, but it also offers a CRM that is so good that I need to include it 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 is also one of The Close’s top picks for real estate lead generation companies, automatically making its CRM worth looking at.
- Lead generation: It’s critical to note that Market Leader can guarantee a certain lead volume every month. After all, your CRM shouldn’t be a static collection of contact information. Think of it as a growing, living database that constantly needs to feed new contacts to fuel your business’ growth. Market Leader’s approach ensures you’ll have new contacts in your database regularly, new people to run through your nurturing campaigns, and new opportunities to turn your contacts into transactions.
- Marketing automation: Market Leader’s automation makes creating, scheduling, and sending marketing messages easy. It can even automate listings! Need professional-looking websites for your single properties? Done. Need flyers for your listings? Done. Market Leader will save you time by automating all these.
What I Think Would Improve Market Leader
If you don’t have the budget to pay for leads, Market Leader’s pricing is quite steep. However, once you start having more leads and transactions, the price becomes a non-issue. For a more affordable alternative, check out Top Producer.
37 Underrated Real Estate Lead Generation Ideas
8. Best for Marketing: Real Geeks
Starting Prices (monthly):
- Establish: $299
- Grow: $599
- Expand: $999
- Conquer: $1,599
Why I Chose Real Geeks
Like some of my other top real estate CRM picks, Real Geeks offers a complete prospect-to-closing ecosystem, including a website and lead generation tools. I continue to be impressed with Real Geeks as an all-in-one solution for agents, and I especially like how well the CRM organizes leads captured through one of their websites.
- Reactive Response: Once you turn Reactive Response on, the system will automatically respond when 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.
- All-in-one CRM: Real Geeks is an excellent choice for any agent looking for an all-in-one solution. The website and CRM work seamlessly together, allowing you to manage leads. The CRM has bulk texting and emailing capabilities, drips, and custom integrations, making it a strong contender in this competitive field of real estate CRMs. If you’re looking for marketing capabilities built into your CRM, Real Geeks is a great product.
Need to see more of Real Geeks? Check out our walk-through video for an in-depth look at its features, pricing, and functionality.
What I Think Would Improve Real Geeks
Real Geeks should start offering a free trial instead of just a demo. This way, prospective customers will get firsthand experience of Real Geeks’ full potential as an all-in-one CRM platform. For a CRM that offers the most extended free trial, check out IXACT Contact.
9. Best for Lead Nurturing: Top Producer
Starting Prices (monthly):
- Pro: $129
- Pro + Leads: $379
- Pro + Farming: $399
Why I Chose Top Producer
Top Producer is one of the OGs in the real estate CRM space. Sometimes, being a product originator can mean you’re outdated, but that’s not true for Top Producer. I’ve been impressed by the company’s ability to innovate in the ever-changing world of real estate.
- FiveStreet lead generation software: 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 allows you 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.
- 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.
What I Think Would Improve Top Producer
One thing they could improve is adding IDX integration to their websites. Since they’re already pulling MLS data for the CRM, that seems like an easy fix. Hopefully, that’ll happen soon. You might also want to check out IXACT Contact, another CRM with an IDX website feature.
10. Best for Website Integration: Sierra Interactive
Starting Prices:
- Core Package: $500 per month
- Growth Package: Available upon request
Why I Chose Sierra Interactive
Sierra Interactive is an advanced end-to-end solution for agents with years of experience and a healthy budget for real estate 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. Sierra Interactive’s websites are some of the most advanced in the industry, and because they are so well integrated with the CRM, attracting leads and nurturing relationships through automated communication is easy.
- Website integration: If you plan to scale as you build your business, you’ll want the best CRM for real estate with an integrated real estate website builder that generates leads, automatically populates them into a sophisticated CRM, and provides high-end lead conversion tools. Sierra Interactive is that unicorn, all-in-one sales ecosystem. It’s a powerful CRM with expert lead generation options, ad management, and stylish website design.
- Lead management: The website’s advanced lead generation and capture capabilities actively add leads to your CRM, where the nurturing begins. You can assign each lead an action plan, an expertly timed drip of emails, texts, and voicemails customized to the lead type. Sierra Interactive takes this set-it-and-forget feature even further. One demo showed that one live-action plan had more than 2,500 leads and a 61% response rate.
To learn more about Sierra Interactive’s features, pricing, and functionality, check out our walk-through video:
What I Think Would Improve Sierra Interactive
Sierra Interactive’s current pricing can be prohibitive for smaller teams and individual agents. Its starting package costs $500 monthly, which is advantageous if you’re at least five on the team. However, if you have a tight budget, you’re better off with another CRM platform like Pipedrive, LionDesk, or IXACT Contact.
Methodology: How I Selected the Best Real Estate CRM
Our team of licensed real estate professionals, writers, and editors created a weighted rubric to evaluate each CRM and real estate software. The Close’s experts have researched for hundreds of hours to determine the best CRMs for agents and brokers. We based our evaluation on the following criteria:
- Advanced CRM Features 25%
- This includes listing management, customized reports and analytics, document management, storage, AI lead assist or lead automation, team management, marketing tools, social media integrations, and mobile apps.
- Value for Money 20%
- I checked and evaluated each CRM’s pricing, subscription plans, and whether there are free trials and bulk discounts.
- General CRM Features 20%
- I considered basic features such as contact management, text and email capabilities, task management, task reminders and notifications, lead management, pipeline or dashboard customizability, audience segmentation, transaction management, and integrations.
- Ease of Use 10%
- I evaluated each CRM’s user interface, customizability, and how easy it is to operate and set up each one.
- Reputation 10%
- I reviewed the reputation of each real estate CRM software through the lens of verified users.
- Expert Score 10%
- The Close reviews each best real estate CRM for standout features, additional considerations, and value for money spent from a real estate expert’s perspective.
- Help & Support 5%
- Should real estate agents need additional support, customer services such as live chat, phone, email, and ticket systems are necessary.
Read more about our methodology here.
FAQs: Best Real Estate CRM
What CRM do Realtors use?
Real estate agents use different CRMs depending on the size of their team, budget, and preferences. The most commonly used CRMs include Pipedrive, Market Leader, LionDesk, and Top Producer.
What is the best CRM for estate agents?
Before selecting a CRM, real estate agents should evaluate their specific needs, experiment with various options through demos or free trials, and consider features such as user-friendliness, customer support, and integration capabilities. Do you need a real estate CRM best suited for a team? Or are you a solo agent looking for a budget CRM option? Some popular CRMs include Wise Agent, LionDesk, and Follow Up Boss. Check out our list above for more detailed reviews.
Are there any worthwhile free real estate CRMs?
Yes, there are some platforms you should check out. First, if you’re new to real estate, revisit this guide’s section about IXACT Contact. It offers six months free to anyone who’s had their license for less than a year. Also, check out our guide on the best free real estate CRMs.
What is the most expensive CRM for real estate?
The price of CRMs can differ based on factors such as the number of users, the size of your team, and the features you’ll need. Some real estate CRMs can be costly, especially when they provide advanced features and customization options. While it’s difficult to identify the most expensive real estate CRM today because of the volatility in pricing, some of the priciest ones in our list include Sierra Interactive, Real Geeks, Top Producer, and Propertybase.
Do you need a CRM for real estate?
Although not necessary, using the best CRM for real estate can significantly enhance your workflow, client relationships, transaction management, and more by providing tools tailored to agents’ needs.
Is The Close paid to pick these CRMs?
The Close has a strict editorial independence policy regarding advertising—one we make public and available for all our readers at the top of every article.
We chose the providers on this list based on their ability to offer the best answer to real estate professionals’ needs. Whether or not we have an affiliate partnership with them, none of the providers on this list has the opportunity to influence, steer, or affect the content in this article.
We’ve spent time on each platform, 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, dedicated to your best interests, works hard daily to ensure we ask first what is best for our readers, including you.
Bringing It All Together
With so many different business models, philosophies, and real estate agent types, it is easy to see why there are so many different real estate CRMs. Which of these 10 CRMs is right for you? Tell us about your favorite CRM for real estate. How has it changed the way you do business?
Tell us about you so we know what to send.
