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What’s the secret to nurturing leads and turning them into loyal clients? It’s a high-functioning customer relationship management (CRM) tool with robust features, integrations and automation. As your real estate business expands, nurturing your growing client base inevitably leads to a need for improved communication. The best real estate CRM solution is the one that will manage your client interactions, increase the number of touchpoints with each client, and convert leads seamlessly into buyers and sellers.
Below, we take a deep dive into the best real estate CRM solutions for solo agents, teams and brokerages. We tailored the list to suit every need — from the most feature-rich platforms to cost-effective options for those just starting out. We looked for features like task automation, pipeline management and integration with other commonly used tools.
Whether you’re a newly licensed agent or leading a large-scale operation, these CRMs can help turn everyday challenges into opportunities for growth and success.
Market Leader
Best for lead generation & nurturing
Starting Price: $189 per month, with additional costs for leads (about $25 each) and extra seats at $89 per month
Who it’s for
Established agents and brokerages needing both a robust CRM and a steady flow of leads.
Why we picked it
Market Leader integrates powerful lead generation with a high-functioning CRM, making it a standout choice for agents focused on expanding their lead pipeline and nurturing leads effectively.
Buying Options
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Pros + Cons
Pros:
- Mobile-friendly design
- Delivers a guaranteed volume of leads monthly
- Fully functional CRM with excellent automation options
- Scalable for teams and brokerages
Cons:
- Lacks advanced analytic features
- Included website can feel a little clunky
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Notable features
- Network Boost service for targeted leads
- Automated nurturing via text alerts and drip campaigns
- Integration with various real estate lead sources
- Website activity tracking to monitor which properties contacts view or save
- Lead conversion action plans
Top Producer
Best for mid-level agents
Starting Price: $109 per month for one user
Who it’s for
Best suited for mid-level agents, teams, and brokerages looking to upscale their business and boost Gross Commission Income (GCI).
Why we picked it
Top Producer stands out for its extensive lead generation options and its ability to simplify and automate workflows, making it a great choice for those ready to scale their businesses.
Buying Options
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Pros + Cons
Pros:
- Customizable, attractive dashboard for easy navigation
- Market Snapshot tool provides up-to-date market intel to clients
- Wide range of lead generation options to cater to different needs
- Reported to have good customer service
Cons:
- Limited integration with the provided agent website
- Automation options could be better
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Notable features
- Social Connect service for automated social media ad creation and lead generation
- Smart Targeting using AI predictive analytics to identify potential sellers
- FiveStreet automatic lead follow-up tool for quick response to generated leads
- Comprehensive transaction management tools with a visual timeline for each transaction
- Social Connect feature automates social media ad creation, streamlining lead generation
RealGeeks
Best for maximizing productivity
Starting Price: $299 per month
Who it’s for
Suitable for single agents, teams, and brokerages looking for a comprehensive marketing and website solution to scale their business effectively
Why we picked it
RealGeeks offers a dynamic CRM as part of an affordable, all-inclusive platform that includes lead gen, IDX-enabled websites. Its CRM offers real-time client activity monitoring, advanced search filtering, immediate notifications, and social profile integration — all designed to enhance agent productivity. The RealGeeks CRM was developed using industry research and customer feedback. Along with its full array of real estate agent tools (IDX websites, property valuation tool and more), RealGeeks truly are the “real” ones helping you optimize your real estate workflows.
Buying Options
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Pros + Cons
Pros:
- Live feed feature allows agents to monitor real-time activity, identifying active leads for timely contact
- Advanced search filtering based on various criteria, including user behavior and geographic areas, for targeted follow-ups
- Immediate email and SMS notifications when leads enter the system, enabling quick response
- Automatic discovery of leads’ social profiles, aiding in more personalized engagement
Cons:
- No free trial
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Notable features
- Customizable to optimize real estate workflows
- Real-time activity monitoring for immediate lead engagement
- Comprehensive lead filtering options
- Integrated notifications for prompt follow-ups
- Social media integration for enhanced lead understanding and engagement
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LionDesk
Best for AI Lead Generation
Starting Price: $25 per month, billed annually
Who it’s for
Real estate professionals and brokerages seeking a user-friendly, feature-rich CRM with unique add-ons.
Why we picked it
LionDesk excels in providing fundamental CRM features along with innovative additions like video messaging and AI assistant Gabby. Its commitment to continuous product upgrades and responsive customer service also sets it apart.
Buying Options
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Pros + Cons
Pros:
- Easy-to-use interface
- Stellar mass communication tools, including bulk text messaging
- Customizable lead profiles and AI-driven lead follow-up
- Integrated dialer for easy calling
Cons:
- Robust options might be overwhelming to some
- Basic transaction management features
- Not ideal for scaling teams or large brokerages
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Notable features
- Video messaging
- AI assistant Gabby for automated follow-ups
- Customizable lead management
- Overall attractive and functional user interface despite a full suite of options
Propertybase
Best for generating new leads
Starting Price: $79 per user per month
Who it’s for
Ideally suited for brokerages due to a minimum requirement of 10 users.
Why we picked it
PropertyBase stands out with its integration of IDX and a Salesforce-based CRM, providing real estate agents with up-to-date MLS listings and efficient lead management. Its strong SEO capabilities and lead capture tools make it a comprehensive marketing solution.
Buying Options
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Pros + Cons
Pros:
- Customizable CRM pipelines tailored to client needs
- Built-in hyperlocal SEO features to enhance online visibility
- Lead scoring tool for prioritizing clients
- BoldLeads feature for flexible management of paid leads
Cons:
- IDX integration incurs an additional fee
- Customer service reviews are somewhat inconsistent
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Notable features
- IDX integration with Salesforce-based CRM
- Hyperlocal SEO
- Built-in lead capture tools like contact forms and gated pop-ups
- Lead scoring for better client prioritization
Follow Up Boss
Best for custom integrations
Starting Price: $69 per user
Who it’s for
Agents at varying levels of their experience, growing teams, and solo agents.
Why we picked it
Follow Up Boss stands out as a standalone CRM, focusing solely on CRM functionalities without other marketing features common in other platforms. However, where it lacks in robust-ness it makes up for in integrations: Over 250 SaaS applications can sync with Follow Up Boss, making it perfect for those who want a highly customizable and adaptable tool (and don’t mind signing in to a bunch of different accounts).
Buying Options
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Pros + Cons
Pros:
- Regarded as one of the best CRMs on the market with 250+ integrations
- Attractive, user-friendly interface
- Fully functional mobile app
- Free trial and flexible price tiers
Cons:
- Not an all-in-one platform
- Lacks native lead generation or website capabilities.
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Notable features
- Exceptional integration capabilities with different platforms like WordPress for websites and Zillow or SmartZip for lead generation
- Top-notch flexibility, giving agents the freedom to choose their preferred tool integrations
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Sierra Interactive
Best for tracking ROI
Starting Price: $250 set-up fee + $399 per month subscription
Who it’s for
Best suited for real estate brokerages and agents focused on obsessively tracking data and calculating ROI for ongoing marketing strategy.
Why we picked it
Sierra Interactive stands out for its comprehensive approach to lead management, offering a CRM that’s not just about storing data but actively engaging and nurturing leads. Its focus on automation, efficiency, and ROI tracking makes it a powerful tool for modern real estate agents.
Buying Options
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Pros + Cons
Pros:
- Central Hub for organic and PPC lead integration, including third-party sources like Zillow and Realtor.com
- Intelligent lead routing to distribute leads effectively among team members
- Advanced reporting tools to track ROI and monitor agent performance
- Comprehensive lead follow-up and nurturing system with automated action plans and workflows
- Mobile app for managing leads and tasks on the go, with bulk actions and smart filters
Cons:
- Limited marketing automation and additional fees for certain features
- May not be the most economical option for solo agents
- Some customization may require third-party assistance
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Notable features
- Fully integrated dialer and texting with Sierra AI for quick response times
- Customizable action plans for automated sequences of emails, texts, and voicemails
- Extensive activity tracking and tagging system for detailed lead management
- Search activity monitoring to understand lead preferences
- E-Alerts and market updates for keeping leads informed and engaged
Best for nurturing relationships
Starting Price: $38 per month, billed annually
Who it’s for
Real estate agents and teams who want a comprehensive, affordable and user-friendly CRM to manage contacts and enhance business productivity.
Why we picked it
IXACT Contact positions itself as a smart assistant, focusing on simplifying contact management and automating key tasks. Its blend of intuitive design, automated reminders and powerful sync capabilities make it a go-to choice for real estate agents aiming to streamline their workflows and improve client engagement.
Buying Options
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Pros + Cons
Pros:
- Attractive and intuitive user interface for ease of use
- Customizable home page dashboard for personalized experience
- Automated task and appointment reminders to stay on schedule
- Keep in Touch Dashboard helps you set up birthday reminders, move-in anniversaries and done-for-you ghostwritten monthly e-newsletters
- Comprehensive email marketing and direct mail marketing tools
Cons:
- The provided website is relatively basic and lacks some advanced features
- Add-ons can increase the overall cost, making it less affordable
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Notable features
- Innovative “Keep in Touch” customizable dashboard
- Rich contact profiles add personalized touches to client management
- Real-time synchronization with Google, Outlook and more
- Automated email marketing & lead nurturing tools; suggest marketing plans and writes newsletters for you
- Mobile app available on iPhone and Android for on-the-go access
- Social Stream add-on for automated social media posting
- Concierge support services for personalized setup and ongoing assistance
Realvolve
Best budget-friendly option
Starting Price: As low as $94 per user per month (paid annually for their Basic plan); Accelerate plan at $99 per month
Who it’s for
Ideal for buyer and seller agents, and specifically for teams who want automated relationship management.
Why we picked it
Realvolve shines in its singular dedication to optimizing and automating real estate client relationships. It provides a blend of simplicity and functionality without overwhelming the user with unnecessary extras.
Buying Options
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Pros + Cons
Pros:
- Customizable CRM pipelines for efficient management
- Offers complex custom automation for diverse real estate processes
- Workflow library with pre-written content designed by industry experts
- User-friendly dashboard that’s customizable to personal preferences
- Robust notes and correspondence section for comprehensive communication tracking
Cons:
- Some complex custom automations are less intuitive, requiring a learning curve
- Limited native integrations, especially for Gmail calendar
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Notable features
- ‘Workflows’ feature for advanced automation
- Extensive library of pre-designed workflows for various real estate scenarios
- Template creation for emails and social media
- Integrated calendar and activities management
Wise Agent
Best for solo agents & small teams
Starting Price: $27 per month, billed annually
Who it’s for
Ideal for real estate agents and small teams looking for an affordable, feature-rich CRM with excellent customer support.
Why we picked it
Wise Agent is celebrated for its user-friendly interface, comprehensive features, and exceptional customer support, making it a top choice for real estate professionals. It offers a balanced mix of essential CRM functionalities and advanced marketing tools at a competitive price, addressing the specific needs of real estate agents.
Buying Options
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Pros + Cons
Pros:
- Intuitive and user-friendly interface
- One-on-one onboarding and 24/7 support for seamless user experience
- Comprehensive drip campaigns and customizable landing pages
- Extensive contact automation and an AI writing assistant
- Robust transaction management features
Cons:
- Lacks a dedicated mobile app (relies on a web app accessed through the browser)
- No text messaging and dialer features
- Occasional updates without prior warning can be inconvenient
- Not an all-in-one solution, lacking integrated website and paid lead generation
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Notable features
- Easy contact management with enhanced lead profiles
- Transaction tracking tools for efficient deal management
- Customizable dashboard for tailored user experience
- Extensive integrations for a more versatile and customizable platform
CINC
Best for brokerages
Starting Price: $900 for solo plans to $1,500 for up to 49 users; brokerages of 50+ users inquire for custom pricing
Who it’s for
High-performing brokerages and agents looking for targeted lead generation and comprehensive CRM solutions.
Why we picked it
CINC stands out for its advanced demographic targeting, leveraging Google and Meta (Facebook and Instagram) for precision lead generation. Its focus on hyperlocal marketing and behavior-driven follow-ups make it a top choice for real estate professionals.
Buying Options
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Pros + Cons
Pros:
- Comprehensive CRM system for detailed client management
- Advanced demographic targeting for precise lead generation
- No contract required, providing flexibility
- Guaranteed ROI in the first year, appealing to ambitious real estate professionals
Cons:
- Not the best fit for solo agents
- Slightly pricier compared to other CRM options
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Notable features
- Hyperlocal marketing strategies for in-depth understanding of client preferences
- Seamless integration of targeted leads with DX websites and CRM
- Marketing automation with behavior-driven follow-ups
- Smart suggestions for optimizing communication and conversion strategies
Our methodology
HousingWire is the destination for industry leaders and decision makers to stay informed and stay ahead of what’s going on in the constantly evolving U.S. housing industry.
To determine which real estate lead CRMs are best for industry professionals, HousingWire analyzed dozens of products and platforms, viewed demos and spoke with agents on our team, weighing the pros and cons of each product alongside both quantitative and qualitative data like price, notable features, ease of use, return on investment, client support and customer reviews.
We crawled the web so you don’t have to, analyzing a wide sampling of reviews across social media, the Better Business Bureau (BBB) and online discussion forums.
Frequently asked questions
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What is the best CRM for real estate agents?
When it comes to identifying the best CRM for real estate agents, the answer hinges on various factors including the size of your team, agency, or the specific needs of the agent, and the complexity of your operations. Industry leaders like LionDesk, CINC and Wise Agent consistently rank high due to their comprehensive features, ease of use and integration capabilities. For those seeking a balance of functionality and user-friendliness, LionDesk is often lauded for the many all-in-one capabilities that come with a $39 price tag, making it a popular and budget-friendly choice among real estate professionals.
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Do real estate agents use CRMs?
In today’s real estate world, CRMs are more than just prevalent; they’re essential. Think about it: they’re the go-to database for managing client details, keeping tabs on interactions and communicating with leads and customers. With the real estate industry leaning heavily into digital tools, CRMs have become a must-have. They’re key for agents who want to stay ahead of the game and keep their edge in a competitive market.
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What should I look for in a real estate CRM?
Selecting the best CRM for real estate agents requires careful consideration of several key factors:
- Compatibility and integration with your existing tools and platforms: Your CRM should play nice with your whole suite of technology (often called a tech stack). If you already rely on plugins, apps, softwares and APIs, your CRM should have integrations built in that allow you to transfer data seamlessly.
- User-friendly interface: An easy-to-use interface should be non-negotiable. You want something that’s intuitive, so you can hit the ground running without a tech headache.
- Lead management: This is where the magic happens. Your CRM needs top-notch lead tracking and nurturing tools to turn those maybes into definites.
- Customizability: Every business is unique. Your CRM should let you tailor it to your specific needs.
- Mobile access: Real estate never sleeps, and neither should your CRM. Mobile-friendly is the way to go for agents always on the move between showings, open houses, listing presentations and networking events.
- Scalability: The CRM should grow with the business, accommodating expanding client lists and changing market dynamics, such as novel marketing techniques, up-to-date lead funnels and AI-driven automation tools.
- Support and training: Make sure your CRM provides adequate customer support and training resources that meet you where you’re at and teach you how to leverage the CRM’s full potential.
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