8 Best CRM for Real Estate of April 2024
Published March 25, 2024 at 2:52 pm
The real estate industry is all about relationships. Every email, phone call, note and appointment makes an impression on your current or potential clients and helps establish your credibility as a trustworthy agent. Many of today’s top real estate professionals use a customer relationship management (CRM) system to strengthen client touchpoints, stay organized and streamline day-to-day workflows.
When it comes to choosing the best CRM for real estate, there are many different options. Some CRMs offer a mixture of sales and marketing tools while others are primarily for pipeline management. The best CRM system for real estate offers a wide range of features—not just lead generation—to help agents attract, nurture and convert leads into paying clients. Keep reading to compare our top eight CRM picks and find out what is the best CRM for real estate.
Our Methodology Our research is designed to provide you with a comprehensive understanding of personal finance services and products that best suit your needs. To help you in the decision-making process, our expert contributors compare common preferences and potential pain points, such as affordability, accessibility, and credibility.
Our Picks - Best for Real Estate Marketing: Lofty
- Best for Nimble Teams: Follow Up Boss
- Best for Listing Presentations: Brivity
- Best for User Satisfaction: BoomTown
- Best for Lead Follow Up: Top Producer
- Best for the Basics: Wise Agent
- Best for Artificial Intelligence Tools: Real Geeks
- Best for No Frills CRM: Ixact Contact
Best CRM for Real Estate of 2024
CRM software is a rapidly growing industry with more than 1,500 CRM solutions to choose from. When it comes to the best CRM for real estate, we focused on solutions that are built specifically for real estate agents and brokerages.
Best for Real Estate Marketing
Lofty
Why We Chose It
Lofty (formerly Chime) offers a wide range of marketing tools for real estate agents, teams and brokers. Realtors can build an attractive website, send direct mail and create a 360-degree marketing campaign that builds brand awareness and captures leads with ease.
Pros
- Features for single agents, teams and brokerages
- Search engine optimized real estate websites
- Recruiting tools to attract top agents to brokerages
Cons
- Some poor reviews of customer support
- Pricing is not transparent
- Expensive option for solo agents or small teams
Additional Information
- Intelligent lead scoring and analysis
- Internet Data Exchange (IDX) website builder for individuals and teams
- AI virtual assistant for lead follow up and opportunity conversion
- Omnichannel marketing tools including paid advertising, retargeting, social media posting and direct mail
- Automated responses for unanswered calls
Best for Nimble Teams
Follow Up Boss
Why We Chose It
Follow Up Boss helps real estate teams stay organized and on track to meet their sales goals. Advanced dashboards, seamless lead distribution and collaborative tools allow you to get visibility into your agents’ performance and maximize their time.
Pros
- Open platform allows for flexibility
- No contract: change your plan or cancel at any time
- Phone and email support 7 days a week
Cons
- No native website or marketing templates
- Does not offer transaction management
- Expensive option for solo agents
Additional Information
- Lead routing based on agents’ location and price points
- Automated texts and drip email campaigns
- Website pixel that tracks leads and marketing campaign performance
- Integrations with 250+ sales and marketing solutions
- Team dashboards to monitor productivity
Best for Listing Presentations
Brivity
Why We Chose It
Brivity helps real estate agents put their best foot forward with visually attractive marketing collateral, including custom-branded CMAs. Agents can easily input data from the multiple listing service (MLS) into a report and impress their clients with valuable insights and local listings.
Pros
- Website builder for IDX sites, home valuation pages, open houses and more
- Robust training and support for users
- Offers month-to-month plans
Cons
- Interface is less modern than some competitors
- Pricing is not transparent
- Limited features for solo agents
Additional Information
- Custom-branded Comparative Market Analysis (CMA) reports
- Design tools with professional templates for marketing collateral
- AI writing assistant (in beta at the time of this publication)
- Text to lead capture feature that connects homebuyers with local agents
- Automated lead nurture programs
Best for User Satisfaction
BoomTown
Why We Chose It
While it’s not the shiniest CRM on the market, BoomTown’s reviews speak for themselves. Real estate agents love the CRM’s core functionality and find value in its lead generation tools.
Pros
- Simple, but powerful features
- Positive customer support reviews
- Peer coaching feature
Cons
- Complaints of spammy leads
- Expensive for new or solo agents
- Confusing interface and poor aesthetics
Additional Information
- Lead concierges for 24/7 follow up and outreach
- Automated lead distribution for teams and brokerages
- IDX website builder for agent websites and subdomains
- Deals dashboard for open, pending and closed transactions
- Mobile apps for agents and clients
Best for Lead Follow Up
Top Producer
Why We Chose It
Top Producer has been a leading real estate CRM for more than forty years. With automated workflows, follow up templates, coaching and custom rules, Top Producer simplifies the follow up process and helps agents maintain relationships without much manual effort.
Pros
- Clean, easy-to-navigate interface
- Unlimited texts and emails
- Free coaching and support
Cons
- No mobile app for on-the-go organization
- Additional cost for websites ($35/month) and lead management ($25/month)
- Complaints of poor customer service
Additional Information
- Follow Up Coach that pinpoints which leads to contact next
- Dynamic workflows for task automation
- AI-powered lead farming that identifies top homeowners likely to sell within the next twelve months
- Market Snapshot® reports with custom branding
- Integrations with more than 150 real estate lead sources
Best for the Basics
Wise Agent
Why We Chose It
Wise Agent is an affordable, straightforward CRM for real estate. With basic features like lead generation, contact management and communication tools, Wise Agent is a good option for smaller teams that don’t need an advanced CRM system.
Pros
- User-friendly interface
- Live customer support 24/7
- Month-to-month payment options with no contract
Cons
- Advanced features typically require a third-party integration
- No standalone mobile app (although they offer a mobile web app)
- Mass emails are limited to 2,500 per day
Additional Information
- Landing pages and custom domains for lead generation
- AI chatbot for lead follow up
- Built-in reporting to analyze team productivity
- Education tracking to help agents stay organized with professional development
- Referral tree to manage referred contacts and relationships
Best for Artificial Intelligence Tools
Real Geeks
Why We Chose It
Real Geeks helps real estate agents optimize sales and marketing with innovative features and technology. The CRM uses artificial intelligence to automate lead conversations and optimize agent websites for organic traffic.
Pros
- Positive customer support reviews
- Transparent pricing available in 6 or 12-month terms
- Mobile CRM app and branded app for client property searches
Cons
- Website templates are limited
- Expensive compared to other CRMs
- Limited CRM functionality compared to other platforms
Additional Information
- Geek AI Assistant identifies hot leads and streamlines follow up
- High converting websites optimized for search engines
- Property valuation tool that creates qualified leads
- Powerful lead generation tools
- Idle lead reassignment for inactive agents
Best for No Frills CRM
Ixact Contact
Why We Chose It
Compared to other CRMs on the market, Ixact Contact is simple to learn and easy to use. While it might not have as many advanced features as its competitors, users find value in its contact management and database organization.
Pros
- Reminders about client birthdays and moving anniversaries
- Keep in Touch Coach identifies who to contact next based on pipeline data
- Customizable direct mail and marketing material
Cons
- Outdated interface compared to other CRMs
- Login process can be difficult across Ixact Contact products
- Newsletter mass email sends limited to 2,500 each month
Additional Information
- Powerful dashboard with task reminders and pipeline data
- Automated monthly newsletters with curated real estate content
- In-depth email campaign reporting to identify top engaged contacts
- Mass text messaging feature
- Recruiting tool to help grow your real estate agency
Vault’s Viewpoint: Compare the Best CRM for Real Estate of 2024
| Product | Monthly Price | Free Trial | Mobile App | Website Builder | Transaction Management Tools |
| Lofty | $449 – $1,500 | Free for 30 days | ✔ | ✔ | ✔ |
| Follow Up Boss | $69 – $1,000 | Free for 14 days | ✔ | ||
| Brivity | Starting at $99 | ✔ | ✔ | ✔ | |
| BoomTown | Starting at $1,000 | ✔ | ✔ | ||
| Top Producer | $129 – $999 | ✔ | ✔ | ||
| Wise Agent | $49 – $499+ | Free for 14 days | ✔ | ||
| Real Geeks | $299 – $1,899 | ✔ | ✔ | ||
| Ixact Contact | Starting at $45 | 5 weeks | ✔ | ✔ |
Learn More About CRMs for Real Estate
Before you choose a CRM for your real estate business, it’s important to understand how they work. Keep reading for a short overview of CRMs and learn why they’re a valuable addition to your real estate toolkit.
What Is a CRM?
A CRM is a software system that helps businesses attract, engage and convert leads into paying customers. Think of a CRM as your client database: It stores all relevant information for current and potential clients—including their name, phone number, email address, physical address (if applicable), communication history and interactions with your business.
CRMs have two primary purposes. First, they help businesses organize their customer information. Additionally, they help businesses streamline their day-to-day tasks and free up their time. The less time you spend on administrative tasks and manual data entry, the more time you have to focus on your customers and provide a positive experience for them.
How Do CRMs for Real Estate Work?
A CRM keeps track of every interaction you have with a client, whether digitally or in-person. All text messages, emails, phone calls, appointments and notes are stored in one central place so you always have the most up-to-date information about each client readily available. This information helps facilitate informed conversations and makes sure you never forget a critical detail or confuse one client with another.
It also creates powerful marketing opportunities. A CRM can send automated follow up emails and drip campaigns based on client data. Intelligent tools, like AI virtual assistants, can pinpoint the ideal time to contact each lead in your CRM for ultimate engagement. For real estate specifically, some systems also offer IDX website builders, paid advertising and design templates to help agents level up their marketing.
Who Is CRM Software Best For?
CRM software is best for businesses that rely on lead generation to make sales. Businesses across all industries and sizes can benefit from a CRM system with customer management and automation tools. The best CRM for your specific business will depend on the type of business you run and your unique needs.
For example, a large health club might benefit from a CRM with advanced sales and marketing tools to help both functions collaborate and close deals. A boutique real estate firm, however, might be better suited for a CRM that specializes in marketing automation and communication tracking.
Types of CRM Software for Real Estate
There are three different types of CRMs: operational, collaborative and analytical. An operational CRM specializes in automation to help your team work more efficiently, save time and focus on strengthening customer relationships. A collaborative CRM works across sales and marketing to share customer information and empower each team to do their best work. Lastly, an analytical CRM helps teams visualize and report on customer data.
Many CRMs offer a combination of operational, collaborative and analytical tools, but it is unlikely that they will be strong in all three areas. Ultimately, there is no one right or wrong type of CRM. The key to choosing the best CRM system for your team is to think about your business goals. Do you want to increase efficiency, improve collaboration or get a full picture of your customer data? This will help you determine the best CRM for your real estate business.
How To Choose a CRM Solution for Real Estate
Not all customer relationship management solutions are the same. Before you choose a CRM for your real estate business, consider these three factors.
Ease of Use
A CRM is meant to simplify your business operations—it shouldn’t make things more difficult. Look for a CRM system that is user-friendly, intuitive and carries a strong user satisfaction rating. Additionally, make sure you have access to reliable customer support for any questions or issues that arise and training opportunities to help you maximize your use of the platform.
Team Size
Depending on the size of your real estate business, you might need a more robust CRM system that supports team dashboards, lead routing and contact sharing. Think about your current team and factor in any growth goals for the next few years. Choose a CRM system that can grow alongside your business and support agents on an individual and team level.
Marketing Capabilities
At its core, a CRM is a database that organizes client information and converts leads into sales. The best CRM for real estate offers robust marketing tools in addition to standard sales functionality. Look for a solution that does both. An attractive website, cohesive email templates, social media advertisements and marketing automation can help you generate high-quality leads and build brand awareness for your real estate business.
Other CRM Alternatives
HubSpot
HubSpot is one of the most popular CRM systems across all industries. Although it’s not specifically designed for real estate, it provides many powerful features and functionality that agents and brokers find beneficial. Top features for real estate include contact management, call tracking, meeting scheduling and email templates. HubSpot uses inbound marketing to generate leads and also offers a wide range of marketing automation tools to support drip campaigns, custom landing pages and more.
You can get started with HubSpot CRM for free, although you’ll need to pay for more advanced features like task queues and conversation routing. Paid plans range from $15 – $90 a month for individuals and small teams, or $90 – $150 a month for larger businesses and enterprise accounts.
Pipedrive
Pipedrive is a strong CRM option for small businesses and real estate teams. In addition to standard CRM functionality, Pipedrive stands out for its drag-and-drop editor, mobile app, website chatbot and in-depth reporting capabilities. The CRM touts a strong user satisfaction score and offers 24/7 customer support for English and Portuguese users.
Pipedrive offers five different plans to accommodate each business’s unique needs. Pricing is based on location, with prices at $14 per seat, per month with an Essential Plan when billed annually and ranges up to $99 per seat, per month with an Enterprise Plan billed annually. You can also try Pipedrive CRM for free with a 14-day trial. Features like LeadBooster, Smart Docs and Web Visitor are available for an additional fee.
Zoho CRM
Boasting the fastest implementation time on the enterprise CRM market, Zoho CRM is a powerful and convenient solution for real estate agents. The platform stands out for its intuitive lead scoring, in-depth analytics, team communication and mobile app. Zoho CRM also integrates with hundreds of other solutions to help agents manage all customer communications in one place. Another key feature is Zia, the artificial intelligence assistant that identifies the best time to contact each lead in your database.
Zoho CRM starts at $14 per user, per month with a Standard Plan and ranges up to $52 per user, per month with the Ultimate Plan when billed annually. You can also try the CRM for free with a 15-day trial. Customers can choose from three different support models to get the assistance they need with costs ranging up to 25% of the annual subscription fee.
Frequently Asked Questions
Is CRM Important in Real Estate?
A CRM system can be a valuable tool for your real estate business for several reasons. Beyond managing relationships with current and prospective clients, a CRM can help you streamline daily tasks like follow-up emails, appointment reminders and reporting. Some CRMs also provide marketing tools and templates to help you make a strong first impression with your local market. CRMs help busy real estate agents offload manual tasks, close deals quicker and build long-term relationships with buyers and sellers.
How Do I Choose the Right CRM?
Your business needs, goals and budget will determine which CRM is right for you. Do you need robust marketing automation tools or is lead capture your main objective? Make a list of features and functionality that are non-negotiable and use those criteria to find the best CRM for your real estate business. If you want to test a CRM before you purchase it, many CRM platforms offer a short-term free trial.
How Do Realtors Use a CRM?
A real estate agent can use CRM software to manage all communications and tasks associated with a potential or current client. Instead of using Post-it notes and ad hoc documentation to keep track of client interactions, a CRM organizes everything in one system. Realtors can readily access the information they need in order to have informed conversations, send well-timed communications, report on key metrics and close deals quicker. A CRM can also be used to keep track of current client birthdays, anniversaries and other key dates so that realtors can perfectly time their outreach.
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