The Top 13 CRMs For Real Estate Professionals

The Top 13 CRMs For Real Estate Professionals

A CRM is essential to help you manage your client and lead database. Which real estate CRM should you choose? Check out our list for recommendations

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Yassine Ugazu
Content Writer
Table Of Contents

Ask any winning real estate agent what their most important digital tool is and there’s a 99% chance they’ll say their CRM. Your real estate CRM (client relationship management is crucial in a modern real estate business. It helps you to manage your real estate leads, email subscribers, potential leads, partners, affiliates, other brokers, and more.

You may also see CRMs referred to as real estate contact management software. However, that tool is rarely used and doesn’t quite encapsulate the dynamic and unmatched potential of CRMs on the market today.

While small businesses may be able to start tracking important contact with spreadsheets, growing businesses will soon find that managing these spreadsheets is too much of a challenge and a time-suck with few benefits compared to digital CRM software.

Managing customer relationships and the data associated with them is essential for the success of any real estate agent. While all of us need a place to live, most people you reach out to will not be ready to buy or sell a home. That’s why it’s so important to keep your contacts in your sphere of influence and stay on their mind until they need your real estate services.

However, managing your client and prospect relationships on your own can be extremely difficult. Not too long ago, this process was quite tedious and required maintaining spreadsheets that made it very difficult to retrieve and manage data.

Luckily, this is no longer the case. CRM software solutions have automated many customer management tasks, leaving you to focus on other core aspects of your business. In this article, we will introduce you to some of the top CRMs for real estate and go over their main features and functions.

The best real estate CRM for you is one that is built with the real estate industry in mind , with all of the most popular real estate processes in the industry. Above all else, your CRM should have easy-to-use communication and follow up tools, and lead pipeline management tools.

The sheer amount of CRMs on the market make it tough to know which is perfect for your unique real estate business and goals. The first step is to do a bit of research into what CRMs are, what they do, how they work and how you can use CRMs in your unique case.

Why Should You Use a CRM?

  1. CRMs compile all of the most important information about a property listing in a way that is clear, brief, available, and consistent. You’ll be able sort through properties and individuals based on a variety of factors.
  2. Standardized contract workflows make it easy to press agents to gather documents at a particular time, submit pieces of information, and forward a sign-offs. These are just a few of the workflow features a digital CRM allows.
  3. Gather and manage critical buyer, seller, and renter information throughout the closing process.
  4. Without having everything organized in a single place, you run the risk of unintentionally violating a real estate laws, as well as missing important details and steps in contract signings and document management.
  5. Keep prospect information organized and confidential. Without a succinct system to keep your client information in order, agents run the risk of misplacing it and violating client-agent trust. Additionally, it is the agent’s responsibility to represent their clients’ best interests and privacy is one of them. You don’t want someone to steal or modify your clients data right under your nose. Two Factor-Authentication (2FA), encryption, and varying user permission levels are essential when it comes to choosing a CRM.
  6. With all of your contact information in one place it is easy to respond quickly. For example, if a lead asks you about your availability for an introductory meeting, you can quickly respond to property inquiries without having to dig through your inbox.
  7. It’s easy to keep track of which prospects you’ve already contacted and where each is along the home buying process. Plus, most CRMs will show you if they responded to your last email, clicked a link within the email, and more.
  8. Manage your sales pipeline in one place and keep track of closings.
  9. CRMs with calling features save time by automating part of the process of follow up calls such as recording calls for later reference and scheduled calls. All of this is managed inside the app and every call is automatically added to your CRM. All of these features help you get more out of your calling schedule.
  10. Texting and SMS – SMS is an easy and straightforward way to get in touch with your clients immediately. Use SMS to contact clients about urgent concerns such as when a new property pops up on the market, updates are needed on paperwork, and important follow ups on concerns.
  11. What is the best way to manage leads across from different stages home buying/selling process? How do you organize tasks within your team? Plan your sales processes keeping in mind the tools that are available in your CRM.
  12. Is your current CRM able of identify leads within your system that you should contact after a specific time? Today’s real estate CRMs understand many steps within the real estate buying and selling process and often have prompts to help you with you lead nurturing. For example, many allow you to create custom lead lists and triggers based on specific criteria that you put in place.
  13. Get all of your leads across platforms to sync up in one place. For example, if a prospect books a meeting with you by SMS and another through Calendy, they will both automatically appear on your calendar. It’s like having your own virtual assistant.
  14. Your CRM should integrate nicely with all of the lead generating platforms that you are currently using, including your real estate website. It should be easy to automatically add relevant info to your CRM without constant intervention or complications.
  15. The best CRMs will examine all of the data they capture and create reports that can help you make better marketing decisions. With this information, you can consider how to optimize your next marketing campaign. Do prospects from a certain lead pipeline covert to clients more often? Your report will fill you in.
  16. It goes without saying, that it’s crucial to have accurate stats about your business. For example, time from contact to close, cost per lead, number of points of contact provide crucial info that help you to make smarter decisions. As your business becomes busier, it becomes more likely for money and opportunities to sneak past you.
  17. Find a CRM that has advanced reporting and tracking to help you hold yourself and your team accountable for every lead.

What Are CRMs Used For?

Some CRMs offer additional features, like managing your marketing, social media content, workflows, phone calls, and automated communication drips, all from your dashboard. Sophisticated CRMs, with pipeline management, lead distribution, and performance analysis, are well-suited for large teams and brokerages.

We should also mention that a CRM should be easy to use. If it’s overly complicated and cumbersome, you and your team will never use it to its full advantage.

What to Consider Before Choosing the Best Real Estate CRM

There are a few necessary questions that every real estate professional must ask in order to choose the perfect CRM:

  • What is your budget?
  • How will your leads be added to your CRM?
  • How many team members will need access to the platform?
  • What features was your past CRM missing? What features did you like that you would continue to use?
  • What are your automation needs based on your current business and where you’d like your business to go? For example, if your current focus is on nurturing past clients, you’ll want your next CRM to develop awesome drip campaigns and tracking follow ups.
  • Will you be sending many bulk texts or emails?
  • What external providers does your CRM need to integrate with

Get Your Team On Board

When you’re investing in a tech platform that your entire team will be using, you’ll want to make sure that everyone is comfortable using it.

Introduce your team to the new platform slowly. Your agents probably won’t be able to but their whole work day on hold in order to learn a new platform top to bottom. Give them all of the resources necessary to get them familiar with the platform initially. Then allow them a transition period to catch with the ins and out of the tools they’ll be using.

Once everyone on your team is using the same CRM, chances are that your productivity as a unit will go up, ultimately leading to more deals.

Liondesk logo

1-  LionDesk

Let’s start things off with LionDesk. Like the majority of CRMs in this list, LionDesk was created specifically for real estate professionals.

Thanks to its multitude of features, it can easily be an all-in-one solution for real estate agents, brokers, teams, and lenders to improve their operations, boost drip campaigns, and overhaul their client interactions.

LionDesk lets you easily track and store the details of every interaction you’ve had with your contacts, from emails to phone calls in a single all-encompassing platform. Its interface is highly intuitive and easy to navigate, making it easier to jump in and start using it as quickly as possible. 

In addition, it includes tools not available in other CRMS, such as video emails and video texting. These can be created quickly and intuitively directly from LionDesk, without the need of a third party video editor.

Liondesk screenshot

LionDesk also you automate your drip campaigns in a matter of minutes, and keep track of its results instantly.

And if you’re migrating from a different CRM (or if up to this point you were simply keeping track of all your interactions on a spreadsheet) LionDesk’s data migration tools lets you easily import contacts from third-party CRMS and spreadsheets.

And if all of these features weren’t enough, LionDesk offer four plans to choose from: The Free Trial, Starter, PRO+, and Elite.

These packages share the same core CRM features, but differ in terms of monthly credits and certain premium add-ons. Here is quick overview of these plans:

  • Free Trial: This option lets you try out LionDesk and get used to its user interface. It gives you 15 texts, 5 video texts, 150 emails, and 5 lead assists.
  • Starter: This package costs $25 per month and comes with all the standard features + monthly credits of 1,000 emails and 15 texts.
  •  PRO+: This package costs $49 per month and comes with all starter features + monthly credits of 5,000 emails, 1,000 texts, and 100 video texts.
  •  Elite: This package costs $99 per month and comes with all PRO+ features + monthly credits of  15,000 emails, 3,000 texts, and 300 video texts.

followup boss

2- Follow Up Boss

Follow Up Boss is another CRM built specifically for real estate. And in recent years, it has gained quite a lot of traction amongst real estate brokers and teams in recent years. 

And there’s a good reason for that increase in popularity. Follow Up Boss offers excellent organization, marketing, outreach, and lead nurturing tools, perfect for both real estate teams, small brokerages, even individual agents.

Just like LionDesk, Follow Up Boss has an amazingly intuitive user interface that allows you to figure out its tools as quickly and painlessly as possible. 

followup boss

All the core functions of the Follow Up Boss platform are featured in a single interface, making it easy to find the right contacts, keep track of all your tasks, active campaigns, and add new leads.

Follow Up Boss comes in three flavors:

Grow – This option costs $69 per user/month ($57/month on its annual plan), and it includes all the core Follow Up Boss CRM features. In addition, it provides you with a company number, two-way texting, website tracking pixel, email open and click tracking, and many other features.

Pro – This option costs $499 for up to 10 users/month ($416 on its annual plan), and it includes all the features of the Grow plan, plus additional features such as a White Glove CRM migration, phone number + dialer for calls, call recording and reporting, inbound calls and shared inboxes, and much more.

Platform – This option costs $1,000 for up to 30 users/month ($833/month on its annual plan). In includes all the features of the Grow and Pro plans, plus Priority Support, a Dedicated Success Manager, API access and support, Teams within Teams, and much more.


3- KVCore

KVCore is a cloud-based CRM platform specifically designed with modern brokerages in mind. As with any cloud-based solution, KVCore provides immense flexibility of access to its users, and much more security than an office server could provide.

Although we are primarily talking about KVCore’s CRM capabilities, this is an all-in-one real estate marketing platform. It’s myriad of features effortlessly closes the gap between a real estate website and a CRM, making it superbly efficient when it comes to capturing leads and storing new leads’ information automatically.

In fact, KVCore allows agents to track all client interactions and referrals in the same interface and helps them stay on top of their local market via the property alert feature.

kvcore screenshot

Another distinctive feature of KVCore is its advanced behavioural automation system. Emails and texts are fully automated and each message is given a unique and personalized tone. This will pay dividends down the road as behavioural automation helps build stronger relationships with customers.

KVCore prices range from around $500 per month for 5 agents to $1200 per month for larger teams. This might seem like a significant jump relative to Follow up Boss. However, it is important to keep in mind that KVCore is an all-in-one solution.

KVCore comes with its own website platform and does not require setting up a separate site with an IDX feed.

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top producer logo

4- Top Producer

If you’ve been a real estate agent for a while, there’s an excellent chance you’ve seen, used or at least been exposed to Top Producer. This CRM (owned by Move Inc. the same corporation that owns has a long history, being around since 1982. 

As one of the oldest CRMs geared towards real estate agents in the market, its primary selling point is the huge amount of battle-tested features geared towards making a real estate agent’s life easier.

It features drip campaigns, marketing materials, and the Market Snapshot feature, which helps keep homeowner’s engaged long after the transaction.

Users also have access to a personal “follow up coach” that helps them nurture leads through one-touch actions and smart suggestions. 

top producer screenshot

This system is ideal for building lifelong relationships with new prospects and maintaining the ones that you have with your existing pool of clients.

However, one of the biggest issues (which have plagued this CRM for decades now) is its utterly outdated user interface. Remember why we made a big deal of LionDesk and Follow Up Boss having an exceptionally intuitive user interface? This CRM is why.

Though to be fair, Top Producer has tried to update its UI, and there are some definite improvements in the last few years, you can definitely tell that this is a platform originally created in the ’80s.

So why is this CRM so highly on the list? Because of its sheer number of features, integrations, and affordability.

Pricing wise, this is one of the most affordable options on this list. The starter plan includes all the core Top Producer CRM features and costs just $40 per month.

The professional plan comes at $70 per month and includes CRM features + Market Snapshot, a market follow-up that provides agents with valuable hyperlocal data. 

Finally, the advanced plan costs $80 per month and includes FiveStreet, Top Producer’s high-end lead response & management tool. 

wise agent


A list of the top real estate CRMs wouldn’t be complete without the inclusion of WiseAgent. WiseAgent has been around since 2001, and continues to grow and develop each year into a more formidable CRM.

Compared to other CRMs, Wise Agent is a simpler more elegant beast that focuses on doing one thing really really well: manage client relationships.

If that’s really all you need, and you don’t want to overcomplicate your life by getting a CRM that takes a college course to understand, Wise Agent is the right CRM for you.

wise agent

Wise agent also produces a monthly newsletter that you can customize and send to your sphere of influence. Thus, this makes it a great platform to get started with your content marketing strategy.

Users get a combination of contact management tools, lead automation, and transaction management all at the fraction of the cost of comparable CRMs. In fact, pricing starts at just $29 per month and there is even a free version that is more than serviceable for newer agents.

The basic functions of this CRM are ideal for agents who don’t like to overthink client relationship management. Adding customer information and transaction checklists is a breeze and the landing pages are easy to build and integrate into Facebook and Google ad campaigns.


6. Realvolve

Realvolve is unique among all other CRMs in this list in the way it handles workflows. While it offers all the essential features that you want in a good CRM (easy handling of new contacts, tools to help you follow up on them) and it’s one of the most customizable CRMs in the market. It lets you organize contacts and transactions with tags. These tags let you organize and search transactions easily, and while it takes some time to get used to it, once you do, you’ll never go back.

Realvolve also has an iPhone and Android app.

Pricing starts at $41/month (if paid annually) for a single agent, and it offers a free 14-day trial.


7- Pipedrive

If you’re familiar with Trello, or other “Kanban” organizational tools and models, you’ll feel right at home with Pipedrive. Pipedrive ensures an outstanding user experience thanks to drag-and-drop, task-oriented design, which makes moving, arranging, and updating CRM tasks extremely easy. 

In addition to this, users can track communication with clients through a visual sales pipeline.

As you would expect from any good CRM, Pipedrive users are provided with several types of reminders that help them keep track of their activities and stay on top of every detail regarding client communication. 

The follow-up alert is especially useful in that capacity. Furthermore, the notifications and alerts can be received either within the system or via email on a mobile device.

pipedrive screenshot

Customizability is another strong feature of Pipedrive. The integrations that are available to users are comparable to what some higher-priced CRMs offer and the workflow on the dashboard can be easily adjusted to reflect your own sales process. 

Considering the wide range of features that Pipedrive comes with, the price is very affordable. The entry-level package for a single user starts at just $15 per month and you can even try the CRM for free for up to 14 days.

hubspot crm logo

8- HubSpot’s CRM

As one of the leading providers of marketing technology solutions for real estate professionals, it is only natural that HubSpot would end up on this list. 

While customer relationship management tools are a recent addition to their software package, HubSpot’s CRM is already making waves as an affordable alternative to some of the more pricey options on the market. There is even a free version that is more than workable.

hubspot crm screenshot

As far as functions go, HubSpot’s tool does everything that you need from a CRM. It organizes your contact, responds to inquiries, automates workflow, and maintains contact with past clients. Other highlights of the HubSpot’s CRM include email templates, click-to-call functionality, and free meeting scheduling.

Like I mentioned above, the free version of HubSpot’s CRM is quite serviceable. With that being said, you should note that there are a lot of premium functions that you could add to your free plan. This freemium approach results in lower upfront costs and allows businesses to pick and choose the features that match their needs.

agile crm logo

10- Agile CRM

This is probably the most versatile CRM on this list. In fact, Agile CRM is not even marketed specifically to real estate professionals. 

Users of this highly effective software solution include Saas companies, call centers, and eCommerce businesses. Still, the CRM comes with a host of functions that suit the needs of agents and brokers and is definitely an option that is worth considering.

agile crm screenshot

The platform is fully customizable and easily adaptable to any workflow. It puts a number of automation, management, and tracking tools at your disposal and boasts unlimited document storage and appointment setting. This is ideal for streamlining a small team’s workflow on a single platform.

Agile CRM is free for up to 10 users. This plan gives you access to a decent number of functions that are seldom included in free packages, namely 2-way Email integration and custom data fields. For more advanced features, users can opt for a Starter plan ($8.99 per month) or a Regular plan ($29.99 per month).

market leader
Courtesy of Market Leader
  1. Market Leader

Market leader may be a lead generation company, primarily, but it is also a CRM so great that it is worth mentioning. Market Leader can integrate with almost any lead platform as well.

The cost of the tool depends on the number of leads, not the CRM features. For example, access starts at $189 per month, however each lead will cost you an extra $25 per month. On average, most agents spend $300 – $400 per month to get started.

This lead-focused approach allows you to have new contacts in your database and presents new opportunities to go through your nurturing campaigns and new avenues to turn contacts into transactions.

salesforce logo
Courtesy of Salesforce
  1. Sales Force

Sales Force is a popular tool in a variety of agencies, real estate only being one of them. Their thousands of users gravitate towards this platform because of the flexibility and personalization options. To start, it’s easy to set up drip campaigns, access it through the app, and set up automation rules. There are few limits to what you can do within SalesForce and may only be limited by budget.

Pricing for Salesforce is complex, but the most basic option starts at $25 per month, per user. However, costs can differ dramatically depending on your unique needs. SalesForce tends to work best for enterprise-level teams because they offer so many tools for larger teams.

Courtesy of Resimpli
  1. ReSimpli

ReSimpli is an all-in-one solution best suited for real estate investors. This CRM is made to streamline complex and abundant data, property sales and more. This platform has innovative features such as list building, drip automation, route tracking, bulk sms, and customizable lead assignments.

Real estate investors can use this CRM to stay connected with prospective sellers using in app calling and answering capabilities. Investors who want to scale their businesses while keeping their essentials under control in once place, will love this CRM.

At the moment, pricing is about $100 per month for basic plans up to $749 per month for enterprise plans.

Are you a current AgentFire client? Well, you will be glad to know that AgentFire integrates with every CRM in this list! Whatever your preferred third-party CRM solution is, our platform will allow you to integrate with it in a matter of minutes. Take a look at our CRM integration page to learn more about the process and explore other integration options.


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You’re working on high-risk and high-cost deals, and your clients have equally high expectations. If you don’t stay on top of your client communication you could miss out on a career-hanging deal.

That’s what a CRM is all about: relieve you monotonous tasks to help you focus on your larger goals, not matter how heavy your work load or lead pipeline gets.

And if you want to dominate your hyperlocal real estate market, check out AgentFire’s Spark Sites, #1 rated for several years in a row.

And the best part? You can try out all of its amazing features for free with our 10-day trial.

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