8 Best Real Estate CRM Software for 2021 & Beyond

Read our independent editorial review of the best real estate CRMs, including the top general and real-estate specific options for you.

Are you a real estate agent who is neck-deep in spreadsheets yet not closing any deals? It’s time to transition to customer relationship management (CRM) software. In general, CRMs store and organize customer data. Real estate CRMs add features like referral tracking, drip campaigns, and integrations with major listing platforms. We’ve evaluated a variety of programs and chose the 8 best real estate CRM software options worth your consideration.

Here are the top eight best real estate CRM options:

  • Zoho CRM: (Overall winner) Best for those seeking an affordable, well-rounded CRM.
  • IXACT Contact: Most suited real estate CRM for rookie agents.
  • LionDesk: Ideal for busy agents needing task automation.
  • Daylite: Best for agencies that exclusively use Apple products.
  • Pipedrive: Ideal for agents who want a CRM with visual pipelines.
  • Wise Agent: Real estate-specific CRM with the most customer support.
  • Top Producer: Best CRM with robust real estate apps.
  • Realvolve: Ideal for agents who need a customizable CRM.

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.

How We Evaluated the Best Real Estate CRMs

The best real estate CRM software is inexpensive, easy to implement, and contains the right balance of general and industry-specific CRM features. Other factors we considered were customization, integration of productivity and real estate apps, and access to customer support. Take a look at our specific scoring criteria and analysis below, including the best in each category as well as the overall winner:

Evaluation Criteria

Six total categories were chosen to assess the best real estate CRMs. Check out how each criteria contributed to our overall scoring below, and then see who scored highest for each criteria.

Pricing:
25%
Core Features:
25%
Ease-of-Use:
20%
App Integrations:
15%
Customization:
10%
Support:
5%

While some may score high in one category, we found that the overall best real estate CRM option is Zoho CRM with a total score of 4.2 stars. Check out how each CRM software scored across all six categories below, including a summary of features, pricing, and pros and cons:

Zoho CRM: Best Overall Real Estate CRM

Great option for agents needing an affordable general CRM with some real estate integrations.

Price Range: Free to $45 per user, per month (30-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

Pros:

  • Reasonable per-user costs plus
  • Free integrations with Zillow
  • Multi-channel campaign management

Cons:

  • Free tier has limited features
  • Takes some time to set up
  • Needs more real estate integrations

Zoho CRM may not be an industry-specific real estate CRM, but it ticks enough of the right boxes to take the top spot on our list. It has plenty of must-have general CRM features like lead generation and contact management, but adds industry-specific characteristics such as referral tracking and Zillow integration. The result is a well-rounded real estate CRM. Zoho CRM’s paid plans are among the most affordable (from $12) and all include a 30-day free trial.

Zoho CRM Pricing

  • Free-for-Life: Supports up to three users
  • Standard: $12/user
  • Professional: $20/user
  • Enterprise: $35/user
  • Ultimate: $45/user
  • Free Trial: 30-days included with paid plans

Zoho CRM Key Features

  • Lead generation: Landing pages, social media, referral tracking, and live chat
  • Built-in transaction management: Create and store quotes, invoices, and bills
  • Free app integrations: Include Zillow, Docusign, SMS Magic, Zapier, and Calendly 
  • Multi-channel campaign management: Emails and social media
Visit Zoho CRM

IXACT Contact: Best for New Agents

Simple interface, easy-to-use software, and a 6-month free trial for new agents makes it great for those just starting out.

Price Range: $33 per month, per user (60-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-fullstar-full Customizations star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-full star-full

Pros:

  • Generous trial periods
  • Setup assistance from Support Team
  • Integrates with Zillow and other portals

Cons:

  • Customizations somewhat limited
  • Interface isn’t visually compelling
  • Some agents say iOS app is clunky

IXACT Contact is the perfect CRM for new real estate agents thanks to a simple interface, setup assistance from the Concierge Support Team, and an impressive 6-month risk-free trial. However, more seasoned realtors will still benefit from this CRM’s data-rich contact profiles, automated drip campaigns, and third-party integrations with various real estate platforms. Plus, veteran agents can still take advantage of IXACT Contact’s generous 60-day free trial.

IXACT Contact Pricing

  • Single-Tier Pricing: $33/user
  • Free trial: 60 days
  • Rookie Agent Program: six months free

IXACT Contact Key Features

  • Task automation: Email newsletters, drip campaigns, and social media 
  • SSO integrations with agent portals: RE/MAX Integra, Douglas Elliman, F.C. Tucker 
  • Concierge Support: Assists with uploading data, automation, and branding
  • Free trials: Six months for rookie agents, 60 days for everyone else
Visit IXACT Contact

LionDesk: Best for Task Automation

Automates much of the lead generation and nurturing process, with over 100 productivity app integrations.

Price Range: $21-$83 per month, per user (30-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-fullstar-full Customizations star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • AI-enabled lead engagement
  • Numerous real estate app integrations
  • Video email and text capabilities

Cons:

  • Free trial limits contacts and features
  • Overage costs for email and text
  • Lead Assist and Power Dialer not included

LionDesk real estate CRM is here to relieve the burden of qualifying leads from busy real estate agents. Its intuitive AI, nicknamed Gabby, asks leads all the right qualifying questions via SMS. Meanwhile, LionDesk also automates multi-channel drip campaigns, generates Facebook leads, and integrates with over 100 apps. With a wealth of pre-built and automated options, LionDesk is worth it for agents who need to devote more time to closing. A 30-day limited trial is included.

LionDesk Pricing

  • Starter: $21/user
  • Pro+: $42/user
  • Elite: $83/user
  • Free trial: 30-day limited free trial

LionDesk Key Features

  • Gabby AI: Communicates with leads via SMS for up to 12 months
  • Drip campaigns: Emails, text messages, and phone calls
  • Integrates with 100+ apps: Includes Zillow, Trulia, Boomtown, and Facebook
  • Other key features: Enhanced reports, closing tracker, and contact list segmentation
Visit LionDesk

Daylite: Best for Mac Power Users

Real estate-specific CRM for Mac users only, integrates seamlessly with other Apple products and software.

Price Range: Free to $24 per month, per user (30-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-full star-full Customizations star-fullstar-full star-fullstar-full Customer Support star-fullstar-full star-fullstar-full

Pros:

  • Straightforward pricing with free trial
  • Offline access: work from anywhere
  • Fits within Apple’s ecosystem

Cons:

  • Free tier supports two projects only
  • Workflow automation not native
  • Real estate app integrations lacking

Daylite is a real estate CRM designed for agents who are fully immersed in Apple’s ecosystem. It not only looks like a native Apple product, but it also integrates with Siri, Apple Mail, and many more Apple properties. Daylite also features an offline mode so you can work from anywhere — no internet connection required. Daylite has a single-tier pricing model along with a 30-day free trial that grants access to its entire suite of features.

Daylite Pricing

  • Daylite Free-for-Life: Support for unlimited users
  • Single-Tier Pricing: $24/user
  • Free trial: 30-day free trial

Daylite Key Features

  • Integration with Apple products: Siri, Mail, Notification Center, and more
  • Offline access: Access data without an internet connection
  • Management tools: Track referrals, score leads, and build custom reports
  • Unlimited resources: Custom email templates and deal pipelines
Visit Daylite

Pipedrive: Best for a Visual Pipeline

General CRM with real estate features known for its drag-and-drop pipeline interface.

Price Range: $12.50 - $99 per month, per user (14-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

Pros:

  • Easy interface is easy to learn
  • Customize pipelines, templates, reports
  • Match clients with property listings

Cons:

  • Some plans missing key features
  • Lacks real estate integrations
  • No referral tracking or property alerts

Pipedrive’s intuitive drag-and-drop interface gives it a low barrier to entry, which makes it a great choice for agents who aren’t particularly tech-savvy. Noteworthy features include matching clients to new property listings and sales forecasting so you can focus on what’s most important. Pipedrive’s basic plan is one of the least expensive out there ($12.50) but its higher-tier offerings provide more flexibility and functionality. All plans include a 14-day free trial, and the product was also rated our top mortgage CRM option.

Pipedrive Pricing

  • Essential: $12.50/user 
  • Advanced: $24.90/user
  • Professional: $49.90/user
  • Enterprise: $99/user (minimum 10 users)
  • Free trial: 14 days for all plans

Pipedrive Key Features

  • Kanban-style pipelines: Fully customizable, just drag and drop
  • Client matching: Match clients to multiple property listings based on preferences
  • Customer support: 24/7 live chat plus a comprehensive knowledge base
  • Over 200 app integrations: Includes Zapier, Zoom, Slack, and Microsoft Outlook
Visit Pipedrive

Wise Agent: Best for Customer Support

Feature-rich, real estate-specific CRM with best-in-class customer support and training materials.

Price Range: $24.90-$29 per month, per user (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-fullstar-fullstar-full Customizations star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Live customer support always available
  • Solid core of features
  • Supports a range of real estate apps

Cons:

  • Base price only includes five users
  • Learning curve for newer agents
  • Select features are clunky per some users

Wise Agent not only provides 24/7 live customer support 365 days a year, it also includes complimentary on-boarding so your team can get up and running quickly. That’s in addition to Wise Agent’s vast library of video tutorials, how-to articles, and live webinars. As a feature-rich CRM capable of automated drip campaigns, custom landing pages, and referral tracking, you’ll certainly welcome the assistance. Save $5 per month by opting for the $299 annual plan.

Wise Agent Pricing

  • Monthly: $29/month
  • Annually: $299/year ($24.90/month)
  • Enterprise: Call for pricing
  • Free trial: 14 days

Wise Agent Key Features

  • Live support 24/7/365: Also includes complimentary one-on-one onboarding
  • Drip campaigns: Generate unique campaigns  based on custom lead segments
  • DocuSign integration: For management of transactions and documents
  • Third-party real estate apps: Zillow, zBuyer, IDX Broker, iFoundAgent
Visit Wise Agent

Top Producer: Best for App Integrations

Over 150 real estate app integrations making it versatile for your real estate needs.

Price Range: $45-$85 per month, per user

Overall Rating star-fullstar-fullstar-full star-full Pricing star-full star-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-full star-fullstar-full App Integrations star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Generate leads from MLS & Zillow
  • Email templates, tracking & automation
  • Upgrades for lead management insights

Cons:

  • Expensive with no free trial period
  • Custom website not included in pricing
  • Significant learning curve

Top Producer real estate software has been around since 1982. Today, it’s a real estate CRM with an exquisite set of features. Top Producer integrates with over 150 real estate lead sources, tracks transactions using MLS data, and offers pre-made and custom messaging templates. Premium add-ons include FiveStreet Lead Management — which automatically organizes and contacts leads — and Market Snapshot for real-time reports and buyer insights.

Top Producer Pricing

  • Starter: $45/user
  • Professional: $75/user, adds Market Snapshot
  • Advanced: $85/user, adds FiveStreet
  • Top Producer Custom Website: Additional $10

Top Producer Key Features

  • Over 150 real estate app integrations: Includes Zillow, Trulia, and Realtor.com
  • Property Insights: Pulls property listings from MLS and gauges buyer interest
  • Pre-made and custom templates: Available for SMS and email messages
  • Premium add-ons: FiveStreet Lead Management and Market Snapshot
Visit Top Producer

Realvolve: Best for Overall Customization

Highly customizable workflows and sales pipelines make this great for tailoring to your needs.

Price Range: $49-$392+ per month, per user (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-full star-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full App Integrations star-fullstar-fullstar-full star-full Customizations star-fullstar-fullstar-full star-full Customer Support star-fullstar-full star-fullstar-full

Pros:

  • Tailor workflows to your liking
  • Send emails and texts within the CRM
  • Unlimited storage plus 50,000 contacts

Cons:

  • One of the pricier options available
  • Takes time to set up and learn
  • Needs Zapier for real estate apps

Realvolve real estate CRM is a malleable piece of software that can be tailored to fit your agency’s specifications. Create workflows and pipelines that are solely made for you and your business. Realvolve’s high-level of customization means there aren’t any pre-built drip campaigns, so you can add a personal touch to every message you send. Every Realvolve subscription tier includes unlimited storage, 50,000 contacts, and a 14-day trial.

Realvolve Pricing

  • Pro: $49/month for one user
  • Pro+: $238/month for five users
  • Team: $392/month for 10 users
  • Large Team: Call for 15+ users
  • Free trial: 14 days for all tiers

Realvolve Key Features

  • Customization options: Automated workflows, drip campaigns, and pipelines
  • Track key events: Referrals, closing dates, listings, transactions, and filings
  • CRM communication features: Sends and logs SMS and email messages
  • Included with all tiers: Unlimited storage and 50,000 contacts
Visit Realvolve

Bottom Line: Best Real Estate CRM Software

Whether you’re a solo realtor or part of a top 10 agency in New York City, 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.

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