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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.
In our evaluation, the two most important factors assessed were cost and features offered (both general and industry-specific). We looked at ease of use next to ensure each CRM was simple to set up and use, followed by app integrations that could provide any features missing from the core product. The level of customization and customer support provided then completed our scoring.
This scores our top options on per-user costs at all tiers, including any user caps and/or free options (including free trials).
This assesses the availability and use of many general CRM features, as well as lead management capabilities and real estate-specific features.
Busy agents need software that’s simple to set up and learn. We assessed each product based on demos, how-to videos, user reviews, and our own experience with it.
All CRMs — general or real estate–specific — should provide real estate functionality via native or third-party productivity and real estate apps.
Each agency has unique needs and processes, so we considered whether each CRM offers customizable features that are intuitive and easy to implement.
We took a look at customer service availability for each option (phone, email, and/or chat) and also scoured user reviews for their first-hand knowledge.
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.
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.
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.
Alison is a Philadelphia-based technology writer for Selling Signals. She has 15 years of experience in the digital space, and her specialties include comparison guides and reviews across CRM, ecommerce, and various SaaS products. In her free time, Alison has received two HubSpot certifications plus a TEFL certification, as well as leads an online martial arts learning program.
Selling Signals delivers actionable advice for sales and marketing professionals. Learn strategies that help you hit targets, strengthen customer relationships, and win more business. Get expert advice on lead generation, sales processes, CRM software, sales management, and account management directly to your inbox.
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