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Real estate CRM software are platforms that provide a good mix of robust general and industry-relevant real estate tools. Often, these include basic sales and marketing functionality like pipeline management and email marketing as well as industry features like commission tracking, property matching, and integration with the MLS. Below, we've ranked the top real estate CRMs using quantitative scoring to help you choose the right one for you.
Here are the top seven best real estate CRM options:
If you're price-conscious or only want to test the CRM waters, we've also rated the top free real estate CRMs. However, features are limited and industry-specific options are few, so if you need a highly functional option, continue reading below.
Quality real estate CRM software can be either general CRMs offering relevant sales and marketing tools or industry-specific CRMs with real estate–centric features. So, we reviewed dozens of general and industry CRMs to find the best mix of choices for real estate pros. We established six weighted evaluation criteria consisting of subcriteria, then assigned each CRM a score out of five for each category, which gave us a total score and insight into the primary use case for each option.
Note: All per-user prices are with a one-year commitment unless otherwise noted.
While several options scored high in one category or another, we found that the overall best real estate CRM option is Freshsales with a total score of 4.3 stars. Check out how each CRM software scored across all six categories below, including a summary of features, pricing, and pros and cons.
Provides robust sales features useful to real estate agents at an affordable price, starting with a free tier.
Price Range: Free to $69 per user, per month (21-day free trial)
Freshsales is a top general CRM offering robust, easy-to-use sales features. All tiers come with real estate tools like tasks, built-in phone, and an activity tracker to organize your conversations with clients and keep them in the loop on the properties they're interested in. Upgrading allows you to incorporate workflows plus AI insights and forecasting to automatically move leads, clients, and properties through your pipeline and understand which sales are likely to close.
Freshsales' sales-focused tools make it a great option for residential and commercial agents, but its marketing features are lacking compared to other options. For a more well-rounded CRM, check out Zoho CRM, or HubSpot CRM if you specifically want a free platform.
Offers sales and marketing tools useful to agents who focus heavily on attracting and nurturing inbound leads.
Price Range: Free to $52 per user, per month (15- to 30-day free trial)
Zoho CRM is a sales and marketing CRM with general features such as contact management plus industry-specific ones like referral tracking and Zillow integration. Zoho specializes in advanced online marketing, including Google Ads management, social media tools, and drip campaigns to segment and nurture the leads you generate. Built-in analytics can also help you see what's bringing in the best leads, helping you laser focus your marketing efforts.
Zoho CRM was named our best marketing CRM, but some users find its interface clunky and difficult to navigate. If you want to use powerful features within a clean, simple UI, consider HubSpot CRM, or Pipedrive for its marketing add-on.
Boasts a robust free tier that includes many key features real estate agencies need, plus premium upgrades when needed.
Price Range: Free to $1,200 per month (Sales Hub)
HubSpot CRM is a sales, marketing, and service platform that earned our title of best free real estate CRM for the strong features provided in its free-forever plan. At no cost, prompt new clients to fill out forms telling you what they're looking for, auto-route them to the best agent to help them, and segment them into lists for drip campaigns to keep them updated on their options. In the meantime, easily track your clients and properties via the simple deal pipeline.
HubSpot's free CRM is a good option for individual agents and small teams, but while its paid tiers add more functionality, they also add users that you might not need. If this is the case, check out Freshsales for robust sales features or Zoho CRM for both sales and marketing tools.
Offers industry-specific features along with additional support and an extended free trial for new agents.
Price Range: $38 per user, per month (5-week to 6-month trial)
IXACT Contact is a real estate CRM that's especially useful to new agents. If you're a seasoned realtor, you can benefit from its simple UI, data-rich contact profiles, automated drip campaigns, real estate integrations, and five-week free trial. However, what makes the CRM truly unique is its Rookie Agent Program that provides all of these features plus personalized setup assistance, a designed website and email templates, a success guide, and a lengthy trial for initial support.
IXACT Contact is a good choice if you're looking for a prebuilt platform to use, but it's not as useful in terms of customizations. If you're interested in a real estate–specific tool but you want to make it your own, learn more about Wise Agent.
Features a visual drag-and-drop pipeline interface, affordable pricing, and advanced add-ons users can purchase as needed.
Price Range: $14 to $99 per user, per month (14-day trial)
Pipedrive is a visual sales CRM with an intuitive UI and powerful functionality. It's a general CRM but offers features that agents can tailor to their process, including sales forecasting, buyer and property pipelines, and even property matching and commission tracking. Best of all, you can buy one of their affordable tiers plus a la carte add-ons for advanced lead generation, website tracking, email marketing, and/or esignature tools to attract and nurture clients and close sales.
Pipedrive's add-ons allow the CRM to offer affordable tiers, but because they're all useful, you might find that it's expensive by the time you select the ones you want. If this is the case, consider Freshsales, which offers robust sales features within each of its levels.
Salesforce Sales Cloud tier offering powerful reporting features to small agencies at an affordable price.
Price Range: $25 per user, per month (30-day free trial)
Salesforce Essentials is a CRM geared toward small agencies, offering powerful custom reporting features at an affordable price. You can create a report from scratch or use one of Essentials' templates, then customize it to show the CRM metrics you need to see at a glance, like commissions, referrals, and email campaign opens or clicks. Once you've created your key reports, organize them into themed dashboards for you and your team to access.
Essentials' custom reports and dashboards are on par with Sales Cloud's higher tiers, but you can only access many other sales features via upgrades. For more affordable advanced features including reporting and more, look into Freshsales.
Feature-rich, industry-specific CRM with native real estate apps embedded for easy use.
Price Range: $27.17+ per month for 5 users (14-day free trial)
Wise Agent is a real estate CRM with key features such as drip campaigns, landing pages, and integrations. While many CRMs allow third-party access to industry tools for lead gen, nurturing, transactions, and more, Wise Agent's integrated partners give native access to general apps like Gmail, DocuSign, and Constant Contact and industry apps like Zillow, PropertyRadar, and dotloop. Their vast library of video tutorials and how-to articles also show how to use each one.
Wise Agent's integrations make it a powerful tool for agents, but until it grows its list of partners, the platform will likely lack some apps you'll want to use, causing you to use Zapier anyway. If this applies to you, check out IXACT Contact, which is a more useful industry CRM overall.
The top features below are included within the best real estate CRM software on the market:
Organize your existing clients and new leads into segmented lists, then schedule relevant emails and text messages to each list to nurture them.
When a property that fits what a client is looking for goes on the market, receive an alert and notify the client.
Keep track of the properties the agents on your team sell, calculate the revenue they should receive, and then schedule a payment.
Create incentives for clients and/or organizations to help you bring in new business, and easily keep track of your referrals.
Pull relevant property listings from Zillow and similar aggregate sites directly into your CRM.
Whether you’re a solo realtor or part of a major agency, a reliable real estate CRM is crucial to stay on top of leads, closings, and essential documents. We hope our list of the best real estate CRM software will point you toward an option that will maximize your closings and add to the overall success of your business. All of the software on our list are quality options, though certain ones will be better for you than others based on your unique needs.
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