7 Best Real Estate CRM Software for Agents & Teams

Read our independent editorial review of the best real estate CRM software, including the top general and industry-specific options for your needs.

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:

  • Freshsales: Best overall real estate CRM for features and pricing (free starting price)
  • Zoho CRM: Best real estate CRM for advanced marketing tools (free starting price)
  • HubSpot CRM: Best free real estate CRM with premium upgrades (free starting price)
  • IXACT Contact: Best CRM for new agents wanting extra support (5-week+ free trial)
  • Pipedrive: Best real estate CRM with available a la carte add-ons (14-day free trial)
  • Salesforce Essentials: Best CRM for advanced custom reporting (14-day free trial)
  • Wise Agent: Best CRM with native real estate app integrations (14-day free trial)

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 CRM Software

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.

Evaluation Criteria

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.

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

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.

Freshsales: Best Overall Real Estate CRM

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)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-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-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • Simple, intuitive UI
  • Robust but affordable features
  • Chatbot can nurture leads

Cons:

  • Few marketing features
  • Lacking certain real estate features
  • Reporting only in paid tiers

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.

Freshsales Pricing

  • Free Plan: Support for unlimited users
  • Growth: $15 per user, per month
  • Pro: $39 per user, per month
  • Enterprise: $69 per user, per month
  • Free Trial: 21 days
  • Integration with Freshworks' free marketing and service platform tiers

Freshsales Key Features

  • Custom Reporting: Create reports and dashboards that show key info at a glance.
  • Freddy AI: AI assistant can capture and score leads and suggest tasks accordingly.
  • Integrations for Esignature: Email, sign, and file client applications and agreements.
  • Quality Mobile App: Make changes within your CRM while in the office or on-site.

freshsales crm example

Visit Freshsales

Zoho CRM: Best for Advanced Marketing

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)

Overall Rating star-fullstar-fullstar-fullstar-full Cost 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-fullstar-fullstar-full Customizations star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

Pros:

  • Reasonable per-user costs
  • 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 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.

Zoho CRM Pricing

  • Free Version: Supports up to 3 users
  • Standard: $14 per user, per month
  • Professional: $23 per user, per month
  • Enterprise: $40 per user, per month
  • Ultimate: $52 per user, per month
  • Free Trial: 15 to 30 days for all paid plans

Zoho CRM Key Features

  • Lead Generation Tools: Use landing pages, social media, referral tracking, and live chat.
  • Built-In Transaction Management: Create and store quotes, invoices, and bills for clients.
  • Free Integrations: Relevant apps include Zillow, SMS Magic, Zapier, Calendly, and more.
  • Multi-Channel Campaigns: Manage email, social media, and Google Ads campaigns.

Zoho CRM Marketing CRM

Visit Zoho CRM

HubSpot CRM: Best Free Real Estate CRM

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)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-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-fullstar-full

Pros:

  • Sizable knowledge base
  • Easy UI great for any user
  • Paid hubs integrate with each other

Cons:

  • Upgrading can get expensive
  • Reporting not as robust as others
  • No free trials of paid plans

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.

HubSpot CRM Pricing

  • Free Plan: Support for unlimited users
  • Sales Hub Starter: $45 per month for 2 users
  • Sales Hub Professional: $450 per month for 5 paid users
  • Sales Hub Enterprise: $1,200 per month for 10 paid users
  • Additional users can be purchased for extra
  • Integration with HubSpot's free marketing, service, and operation platform tiers

HubSpot CRM Key Features

  • Forms: Clients can use pop-up, embedded, or other forms to share their property needs.
  • Basic Bots: Automatically prequalify leads, collect data, and route them to a certain agent.
  • Custom Properties: Measure real estate–specific CRM metrics so you see what you need.
  • App Integrations: Relevant apps include Calendly, HelloSign, Zapier, and more.

Email marketing in HubSpot CRM

Visit HubSpot CRM

IXACT Contact: Best for New Agents

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)

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

Pros:

  • Generous trial periods
  • Setup assistance from support team
  • Integrates with Zillow & other portals

Cons:

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

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.

IXACT Contact Pricing

  • Single-Tier Pricing: $38 per user, per month
  • Free Trial: 5 weeks for seasoned agents, or 6 months for the Rookie Agent Program

IXACT Contact Key Features

  • Success Guide: Follow concrete steps to be successful as a real estate salesperson. 
  • SSO Integrations: Includes RE/MAX Integra, Douglas Elliman, and F.C. Tucker.
  • Data Sync & Upload: Concierge support will sync, upload, and integrate your data.
  • Branded Materials: Their team will create an email template, website, and lead capture.

ixact contact dashboard example

Visit IXACT Contact

Pipedrive: Best for A La Carte Add-Ons

Features a visual drag-and-drop pipeline interface, affordable pricing, and advanced add-ons users can purchase as needed.

Price Range: $14.90 to $99 per user, per month (14-day trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Cost 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-fullstar-fullstar-full Customizations star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • Simple interface is easy to learn
  • Customize pipelines, templates, reports
  • Affordable tiers with optional add-ons

Cons:

  • Some plans missing key features
  • Lacks real estate integrations
  • No native property alerts

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.

Pipedrive Pricing

  • Essential: $14.90 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $49.90 per user, per month
  • Enterprise: $99 per user, per month (minimum 10 users)
  • Free Trial: 14 days for all plans
  • Pay for sales and marketing add-ons: LeadBooster, Web Visitors, Campaigns, or Smart Docs

Pipedrive Key Features

  • Kanban-Style Pipelines: Easy and customizable for properties, leads, and/or clients.
  • Client Matching: Match clients to multiple property listings based on their preferences.
  • Versatile CRM: Good for general and industry sales, including mortgage and construction.
  • Sophisticated Insights: Know which deals are strongest and how long they take to close.

Pipedrive Smart docs electronic signature software

Visit Pipedrive

Salesforce Essentials: Best for Advanced Reporting

Salesforce Sales Cloud tier offering powerful reporting features to small agencies at an affordable price.

Price Range: $25 per user, per month (14-day free trial)

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

Pros:

  • Create separate pipelines
  • Custom reports & dashboards
  • Great for team collaboration

Cons:

  • Average customer support
  • Interface not intuitive
  • Must upgrade for many features

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.

Salesforce Essentials Pricing

  • Essentials: $25 per user, per month (up to 10 users)
  • Free Trial: 14 days

Salesforce Essentials Key Features

  • Multiple Pipelines: Track leads and opportunities separately to keep closings organized.
  • Available Upgrades: As your agency grows, you can upgrade within Sales Cloud.
  • Communication Features: Speak with clients via live chat, email, or the built-in dialer.
  • Social Network: Use Chatter to collaborate with individual agents or the whole agency.

Salesforce Essentials dashboard

Visit Salesforce Essentials

Wise Agent: Best for Native Real Estate Apps

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)

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

Pros:

  • Live customer support always available
  • Solid set of core features
  • Includes native apps plus Zapier

Cons:

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

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.

Wise Agent Pricing

  • Annual Plan: $27.17 per month (5-user max)
  • Enterprise: Contact for quote
  • Additional Users: Contact for quote
  • 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 for each segmented client list.
  • Referral Tracking: Note where referrals come from via the "referral tree" feature.
  • Landing Pages: Create landing pages with your own domain or an assigned one.

Wise Agent native integrations

Visit Wise Agent

Top 5 Real Estate CRM Features

The top features below are included within the best real estate CRM software on the market:

Drip Campaigns

Property Matching

Commission Tracking

Referral Tracking

MLS Integration

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.

Bottom Line: Best Real Estate CRM Software

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.

Selling Signals
Actionable advice for sales professionals
Address
355 Lexington Ave,
18th Floor,
New York, NY, 10017
COPYRIGHT SELLING SIGNALS, LLC – 2022