Recent years have brought about a lot of trials and tribulations. We’ve felt negative repercussions in several areas of our lives, one of them being the financial aspect. People have started looking for ways to save money by investing, and real estate has remained one of their first choices in this endeavor.

As a result, the real estate industry has experienced one of the biggest booms in its history, which means realtors have a lot on their plates. While work experience and good connections go a long way, they’re often not enough to manage a growing business successfully. Luckily, estate brokers are no longer alone in this journey. They have fantastic CRM software for real estate at their disposal.

CRM real estate software helps realtors identify, communicate, and cater to new and returning customers. It can be a key element to staying on top of things and keeping up with the competition.

To that end, this article will review the best CRM software for real estate agents, its features, pricing, and pros and cons. Keep reading to learn more.


Best CRM Software for Real Estate: Top 10 for 2023

Real estate CRM software comes in different shapes and forms and features a variety of tools. Finding the most effective solution is not a simple task, so we’ve used a fixed set of criteria to help us out.

We’ve taken user-friendliness, functionality, features, pricing, integrations, and customer support into account and come up with the following top ten CRM real estate software list.

Take a look:

  1. ZohoCRM — Overall The Best Real Estate CRM Software 
  2. Freshsales — Easy-to-use CRM Software For Small Businesses
  3. Salesforce — A Well-known and Trusted CRM Software
  4. LionDesk — Excellent real estate CRM software 
  5. Pipedrive — Top real estate investor CRM software 
  6. Follow Up Boss — Best real estate CRM solution for pipeline management
  7. Wise Agent — Real estate CRM with the best customer support service
  8. HubSpot — Best free real estate CRM software 
  9. Real Geeks — Top real estate CRM tool for contact and lead management
  10. SugarCRM — Real estate CRM software with the best customizable tools
  11. Market Leader — Top real estate CRM platform with website integration
  12. Salesforce — Best real estate CRM software for scaling
  13. Propertybase — Best CRM software for commercial real estate

Best Real Estate CRM Software — Compared

The top ten CRM software list is a good start, but it’s not enough for you to find the right tool. For that reason, we’ve explored each platform on our list in more detail below. Read the following reviews to get a better understanding of what these software solutions offer and whether they suit your needs.

1. ZohoCRM — Overall The Best Real Estate CRM Software 

Zoho CRM is a great tool for small teams due to its advanced automation features. These features can handle repetitive tasks automatically, freeing up time for your team to focus on tasks that require more manual input and creativity. This helps to increase efficiency and productivity.

Zoho CRM | Best CRM for Real Estate

Lead routing is a particularly useful automation feature in Zoho CRM. It uses factors such as lead score, product type, zip code, and other criteria to match leads with the most appropriate sales representative.

For example, if you have a local client who is resistant to making a purchase, you can assign an experienced employee from the same location to handle the lead and try to close the deal. This helps to ensure that leads are being handled by the most qualified and effective sales reps.

Zoho CRM includes a partner portal specifically designed to help associates close deals more quickly. This portal contains all relevant customer information and allows associates to create new tasks and share information with other members of the organization. The integrated CRM platform also helps to speed up processes and make it easier to retain repeat customers.

Zoho CRM has a robust analytics and reporting tool built-in, which saves time and effort by eliminating the need to manually analyze data. This tool provides clear insights into your performance and helps you identify and address challenges.

For example, you can use the tool to review past unsuccessful deals and identify common factors that may have contributed to the outcomes. This information can help you determine if additional training or a different approach is needed to improve results.

Starting Price $14/month/user
Top Features
  1. Top-notch automation
  2. One-stop solution for multiple projects
  3. Custom portals for every customer
Free Trial/Plan 15-day


  • Integrated easily with third-party apps
  • Allows creating customizable layouts
  • Comes with In-built gamification features
  • An easy-to-use interface
  • Customizable chat module
  • AI-powered analytics generation


  • AI features only with top-tier plan


The Zoho CRM Standard plan, costing $14 per user per month, is designed for small to mid-sized businesses and includes features like email templates, predefined reports and dashboards, and custom fields.

zoho crm pricing

The Enterprise and Ultimate plans offer advanced features such as assignment rules, email parsers, data entry wizards, segmentation, premium security, marketing automation, and product customization for a cost of $40 and $52 per user per month, respectively.

Zoho CRM offers a 15-day free trial for users to try out the platform and determine if it meets their needs before committing to a purchase

2. FreshSales — Easy-to-use CRM Software For Small Businesses

Freshsales is a customer relationship management (CRM) platform that helps businesses create personalized experiences for their customers.

Freshsales Top Real Estate CRM

Freshsales includes a chatbot feature that allows businesses to add an AI-powered chatbot to their website to interact with potential leads in real-time. This can be particularly helpful for businesses with a high volume of leads or customer inquiries, as it allows them to provide a fast and efficient response to initial inquiries, even when their team is not available to answer.

By keeping leads engaged and answering their initial questions, businesses can improve their chances of converting leads into customers and providing a positive customer experience.

It also includes a feature that allows businesses to add integrated web forms to their website, which can be used to capture lead information from prospects. When a prospect fills out a web form on the website, their information will be automatically transferred to the Freshsales account, and a new lead profile will be created. This can help businesses streamline their lead capture process and save time on manual data entry.

Freshsales includes an AI feature called Freshsales Insights, which uses machine learning algorithms to analyze customer data and provide insights on which leads are most likely to close. By analyzing factors such as lead interaction, engagement level, and intent, Freshsales Insights can help businesses prioritize their efforts and focus on the leads that are most likely to result in a sale.

Freshsales is a multi-channel CRM platform, which means it allows businesses to manage customer interactions and communication across a variety of channels, including SMS, email, chat, and call. This can be a helpful feature for businesses that need to manage customer interactions across different channels, as it allows them to keep track of all communication in a single, centralized location.

Starting Price $0
Top Features
  1. Integrated calling and texting system
  2. AI-driven insights with Freddy
  3. Automatic contact profile enrichment
Free Trial/Plan A free plan


  • Comes with a built-in phone dialer
  • Offers a forever-free plan for basic needs
  • Work well with social media tools
  • Integrated calendar and task manager
  • An easy-to-understand user interface


  • No reports with free plan


Freshsales offers a forever free plan that includes a range of basic CRM features such as contact and account management, email integration, and 24/5 support.

Freshsales pricing

It also offers a Growth plan that includes a range of advanced CRM features, including a chatbot called Freddy, a visual sales pipeline, AI-powered contact scoring, and sales sequences. The Growth plan is priced at $15 per user per month and includes features that are not available in the free plan.

Freshsales offers a 21-day free trial for users to try out the platform. The free trial does not require a credit card, so there is no risk of losing any money. It is a good idea to take advantage of the free trial to fully evaluate Freshsales and make an informed decision about whether it is the right CRM platform for your business.

3. Salesforce — A Well-known and Trusted CRM Software

Salesforce is the best 2023 CRM Real Estate Platform on the market for several reasons. The software offers advanced features, ease of use, automated workflows and approvals, as well as third-party app integration, and more.

Special Features:

  • Customization options  Salesforce may be customized according to o the way you need it. The best way to do this is to make use of the point-and-click tools or use the code options for in-depth customization. Add email templates, custom tabs and fields, enhanced dashboards and reports, and automated task management using the wealth of features offered by Salesforce.
  • Automated workflows and approvals  The simple point-and-click interface lets you automate business processes and create automatic email alerts for deals based on size. Additionally, it can auto-assign tasks as a deal progresses.
  • Third-party app integration  Salesforce works directly with many third-party apps. Salesforce’s marketplace will display compatible and integrable apps enabling you to complete a multitude of different tasks such as managing offline contacts, presentations, and pitches hassle-free and accessing marketing materials.


  • Customizable reports and dashboard
  • Lead and contact management
  • Sales opportunity management
  • Ease of use
  • Automated approvals and workflows


  • Not suitable for small companies or teams
  • Expensive


Essentials — $25
Professional — $75
Enterprise — $150
Unlimited — $300

4. LionDesk — Excellent 2023 Real Estate CRM Platform

LionDesk passed our evaluation test with flying colors, so it deserves a decent spot on our list. It’s one of the industry-leading CRM platforms that offers numerous valuable tools and features to help you manage your business.

LionDesk is the best real estate CRM software overall

Special Features:

  • User-friendly interface — LionDesk’s interface makes running your real estate business a piece of cake. It’s well-designed and simple to use, so you’ll be able to get started right away. It offers a highly customizable dashboard that will keep everything you need at hand, from your contacts’ activity and tasks to sales info and past records.
  • Outreach tools — This CRM software lets you send bulk emails and texts to your customers with a few clicks. The system can attach various file types to those messages and schedule and send them automatically.
  • Transaction management tools — LionDesk offers a great set of transaction management features to help you streamline your work. You can organize and store documents, track deals, communicate with customers, and much more.
  • Numerous integrations — This CRM tool supports a variety of integrations you can use to facilitate your business management. They can help you build on LionDesks’ accounting, marketing, and transaction management features, should you need to.


  • Easy-to-use interface
  • Variety of outreach tools
  • Great transaction management features
  • Fantastic analytics tools
  • Available AI lead assistant
  • Plenty of integration possibilities 


  • No free plan
  • Limited native integrations 


  • Starter bundle — $21/user/month
  • Pro+ bundle — $42/user/month
  • Elite bundle — $83/user/month 

5. Pipedrive — Best Real Estate Investor CRM Software

Pipedrive is a 2010 CRM platform that serves close to 100,000 businesses worldwide. Its easy-to-use interface, sales pipeline features, unique integrations, friendly customer support, and more make it one of our top choices.

Pipedrive is the top real estate investor CRM software

Special Features:

  • Great overview dashboard — Pipedrive’s dashboard will keep all relevant information about your business in one place and make it easily accessible. You’ll be able to delete and add data and widgets and have a clear overview of your short and long-term goals. The system can also help you manage your sales pipeline and track your progress hassle-free.
  • Useful task management tools — This CRM app’s tools allow you to stay in control of all your current and upcoming tasks. You’ll be able to store and organize your meetings, proposals, deal signings, sales, open houses, and much more with one single tool.
  • Convenient automation — Pipedrive features several tools for automation that will make your real estate business management easier. For instance, the platform can automatically pull information from the web on both customers and property or assign leads to available salespersons.
  • Elaborate email integration — Real estate agents can use Pipedrive’s email integration feature to facilitate numerous tasks. They can create and contact leads, schedule sales, keep track of customer interactions, make notes, and more. 


  • Straightforward interface
  • Live overview dashboards
  • Great task management tools
  • Good automation
  • Unique email integration
  • Friendly customer support


  • More suitable for small or midsize companies
  • Limited mobile app functionality 


  • Essential plan — $9.90/user/month
  • Advanced plan — $19.90/user/month
  • Professional plan — $39.90/user/month
  • Enterprise plan — $59.90/user/month 

6. Follow Up Boss — Best Real Estate CRM Software for Managing Sales Pipeline

Follow Up Boss is another renowned CRM platform in the real estate industry. It’s known for its useful sales pipeline automation, lead outreach features, and marketing campaign tools.

Follow Up Boss is the best for pipeline management

Special Features:

  • Handy leaderboards — Follow Up Boss offers customizable and shareable dashboards where you can monitor agents’ progress. The boards keep track of calls, appointments, deals, revenue, and overall performance. 
  • Quality reporting tools — This system also allows you to extract data and create reports on your work or your customers’ behavior. These reporting tools can help you analyze your performance and make appropriate changes.
  • Useful integrations — Follow Up Boss supports many app integrations and works well with numerous website solutions. Among others, realtors find its IDX integration the most useful. It allows you to track user activity on your website and create lists or campaigns based on the info you’ve collected.
  • Great mobile optimization — This real estate CRM platform has one of the best mobile apps on the market. The app is compatible with Android and iOS devices and offers access to all files and information you’ve stored. In this way, you’ll stay in the loop and find information easily while on the move.


  • User-friendly platform
  • Shareable dashboards
  • Robust analytics features
  • Excellent lead and agent reporting tools
  • Great IDX integration
  • Sleek mobile app


  • Limited templates and drip campaigns
  • Costly high-level plans 


  • Grow plan — $57/user/month
  • Pro plan — $416/user/month
  • Platform plan — $833/user/month 

7. Wise Agent — Real Estate CRM Tool With the Best Customer Support Service

Wise Agent is a CRM software created by a real estate agent with real estate agents in mind. The system, originally launched in 2002, packs all one realtor needs into a single, user-friendly platform. Its best asset is its comprehensive customer support.

Wise Agent has the best customer support service

Special Features:

  • Excellent customer support — Wise Agent is one of the rare CRM platforms whose customer support agents are available every day of the year, round the clock. You can reach out to them via phone or email and even schedule urgent calls during business hours. They’re friendly, efficient, and provide excellent support if you have an issue with the software.
  • Helpful marketing tools — The software offers marketing drip automation programs, an integrated email newsletter, and automated text, flier, and card sending. Wise Agent can respond to your leads, schedule follow-up calls, and add or set leads up on separate drip campaigns.
  • Unique contact management features — Wise Agent’s desktop and mobile app provide easy access to your contacts and their info. You can learn more about your contacts’ status, addresses, rank, and whether they’ve referred leads to you in a few clicks or taps. Thanks to vCard integration, you can also pack all this info into a vCard and send it to a third party.
  • Countless integrations — This CRM software’s integration possibilities allow you to do all your work without leaving the platform. Gmail, Chrome, Twitter, Mailchimp, Zillow, DocuSign, and IDX are only some of the integrations it supports. 


  • Comprehensive customer support
  • Easy-to-use dashboards
  • Handy time management tools
  • Robust marketing tools
  • Great contact management features
  • Numerous integrations


  • Learning curve
  • Pricey high-level plans


  • Monthly plan — $32/month
  • Annual plan —$326/year
  • Enterprise plan — Price available upon contact

8. HubSpot — Best Free Real Estate CRM Software

HubSpot is a part of the Hub software bundle that includes the Service, Marketing, and CMS Hub platforms. The software offers many benefits, from contact management tools to sales automation. Yet, its free plan has been voted one of our best free CRM software and is what makes this CRM software stand out from the crowd.

HubSpot is the best free real estate CRM software

Special Features:

  • Fantastic free plan — HubSpot offers a comprehensive and feature-rich free plan that might be just what your real estate business needs. The plan covers many business areas such as sales, content, ad management, user management, and permissions. Its marketing platform also has a 30-day free trial, so you can test it and see whether it suits you before purchasing.
  • Scores of free features — The software has many useful free-of-charge features and tools. You’ll be able to use free unique blog ideas and invoice template generators, email marketing tools, numerous business layouts, reporting dashboards, and so on.
  • Intuitive platform — This CRM tool is well-organized and straightforward. Beginners should have no trouble navigating it, despite the numerous tools it features. It also comes with a tutorial-packed library and a huge knowledge base where you can find help should you need it.


  • Great free plan
  • Intuitive interface
  • In-depth knowledge base
  • Numerous free features 
  • Scalability
  • Multiple customer support channels


  • No customer support in the free plan
  • Limited reporting features


  • Free plan — $0/month
  • Starter — $45/month
  • Professional — $1,600/month
  • Enterprise — $5,000/month 

9. Real Geeks — Best CRM Real Estate Software for Lead Management

Real Geeks is a compact real estate CRM platform founded in 2011. It offers a whole library of handy tools and features that can help you organize your team, generate more sales, and grow your business.

Real Geeks is excellent for contact and lead management

Special Features:

  • Superb lead management features — Real Geeks features a vast number of tools geared towards attracting leads. The system automatically filters your website visitors to find potential clients. It categorizes them according to time spent on your website, viewed properties, geographical area, and more. It then notifies your agents, assigns leads to them, and helps them interact with new customers.
  • Facebook marketing tools — This CRM software comes with elaborate Facebook marketing features. It integrates this social network’s advertising platforms and facilitates ad creation. It also tracks likes, shares, and CPC and gathers contact information about potential buyers.
  • Mobile app personalization — Real Geeks allows you to track lead activity and search for potential customers with the help of its mobile app. The app records user activity, including their visits and saved properties, and updates your agents accordingly. 


  • Straightforward platform
  • Excellent contact and lead management tools
  • Extensive Facebook marketing features
  • Personalized mobile app
  • Real-time market reports
  • 3,000+ integrations


  • Limited customization
  • Less responsive customer support


  • Available on contact 

10. SugarCRM — Real Estate CRM Platform With the Best Customization Features

SugarCRM is a California-based company serving more than 2 million people in over 120 countries worldwide. Its highly flexible features adapt to different real estate businesses and help them manage sales, marketing, customer support, and more.

SugarCRM has the best customizable tools

Special features:

  • Highly-customizable features — SugarCRM is designed to easily adapt to match the needs and preferences of different businesses. Its customizable features include fields, modules, layouts, plug-ins, and more. You can choose from a variety of tools and integrations to make the best combination for your team.
  • Amazing integration possibilities — The company recently launched a cloud-based integration platform called Sugar Integrate. It grants a cross-application view of the customers and enables automation, including marketing, sales, e-commerce, helpdesk, and so on.
  • Tight security measures — SugarCRM takes special care of its users’ data and makes sure to keep it safe. It secures information using encryption, firewalls, and a multi-layered user authentication procedure. Its data centers are protected by motion sensors, video surveillance, and breach alarms. 


  • Flexible and customizable features
  • Separate platform dedicated to integrations
  • Useful automation
  • Elaborate knowledge base
  • Variety of pricing plans


  • Overwhelming number of features
  • Learning curve
  • Limited reporting tools


  • Sugar Sell — $49/user/month
  • Sugar Serve — $80/user/month
  • Sugar Market — $1,000/10k contacts/month
  • Sugar Enterprise — $85/user/month 

11. Market Leader — Best Real Estate CRM With Website Integration

Market Leader is one of the companies with the longest track record on our list, having been founded back in 1999. It offers a unique CRM software and website combination to help realtors track and generate leads effectively and efficiently.

Market Leader is top real estate CRM platform with website integration

Special Features:

  • Customizable websites — Market Leader offers six website templates you can customize according to your needs. The websites are designed to be user-friendly and minimalist, but you can move, delete, and add components to them as you please. They’re some of the best affordable lead generation sites on the market at the moment.
  • Convenient integration — This company’s CRM-website integration makes lead tracking and contact management much easier. You’ll have easy access to user activity, which you can use in marketing campaigns. Market Leader also has email marketing templates and tools that group contacts and trigger marketing plans automatically.
  • Solid mobile optimization — Market Leader had one of the better mobile apps in the industry. It’s filled with features and integrations that will help your agents stay in touch with the team and assist them on the go.


  • Simple and easy-to-use system
  • Many customizable features
  • Great CRM-website integration
  • Plenty of marketing tools
  • Good mobile app


  • No free trial
  • Not suitable for bigger teams
  • Limited analytics tools 


  • Available on contact 

12. Salesforce — Best Real Estate CRM Platform for Scaling

Salesforce is a great option for real estate businesses looking to grow. It includes a wide array of features that can help different size organizations improve their sales and customer relationships.

Salesforce is the best real estate CRM software for scaling

Special Features:

  • Scalability — This CRM platform’s biggest strength lies in its scalability. It offers automation, in-house and add-on integrations, and several pricing plans to support the growth of your business.
  • Helpful analytics tools — Salesforce uses AI technology to analyze potential leads and their behavioral patterns. As a result, your sales and marketing teams can work together to improve their strategies, shift their focus, and cater to clients more productively.
  • Excellent training system — Salesforce has a unique training system that allows you to tackle any area of interest you may have. You’ll also be able to put your knowledge to practical use and then detect and address any gaps in your performance effectively. 


  • Scalable platform
  • Good analytics tools
  • Quality project management features
  • Extensive training system
  • Many integrations


  • Difficult to set up
  • Steeper learning curve
  • Feature-cluttered interface


  • Salesforce Essentials — $25/user/month
  • Lightning Professional — $75/user/month
  • Lightning Enterprise — $150/user/month
  • Lightning Unlimited — $300/user/month 

Note: Salesforce charges extra for customization and plug-ins. 

13. Propertybase — Best CRM Software for Commercial Real Estate

Propertybase is a popular real estate CRM app built on the Salesforce platform. Its design and industry-specific features make it a perfect solution for larger commercial realtor businesses and teams.

Propertybase is perfect for commercial real estate

Special Features:

  • Industry-specific features — Propertybase outshines its competitors in terms of real estate business-specific features. Agents can use this platform to manage offers, deals, closings, and track comparables. The system also offers detailed data analysis and inventory management tools.
  • Good lead management tools — Depending on the plan you choose, your business will have access to a variety of contact and lead management tools. Propertybase can find leads and assign them to agents and create contact profiles and customized reports.
  • Solid marketing automation — This CRM app can use social media to analyze user behavior and drive traffic to your website. The MLS integration allows it to offer automated email, drip, and SMS campaigns. In this way, your leads can receive fliers, letters, and updated information on listings hassle-free.


  • Numerous industry-specific features
  • Integrated MLS interface
  • Solid lead and transaction management tools
  • Various integrations
  • Advanced reporting features


  • Expensive plans
  • No free trial
  • Limited customization 


  • Available on contact

What Does Real Estate CRM Software Do?

Real estate CRM software is a customer relationship management system designed for real estate business management. These platforms specialize in helping real estate agents and teams manage their relationships with buyers, sellers, and organizations they work with on a regular basis.

CRM software solutions offer numerous features and tools specifically designed to streamline various tasks this business requires. Some of them handle lead and transaction management, workflow automation, and sales pipeline, while others track progress, analyze data, issue reports, and so on. These are key areas that we look when it comes to asking what is CRM software?

What Are The Advantages of Using CRM Software?

CRM software can have many positive effects on your real estate business. For your convenience, we’ve listed the most relevant ones below:

  • Improved database — CRM platforms act as centralized digital databases storing a variety of information real estate businesses need. They provide easy access to data on customer behavior and activity, past appointments, proposals, closed deals, marketing campaigns, and much more.
  • Increased productivity — CRM tools help agents organize tasks, visualize their short and long-term goals, rationalize workflow, and stay on top of current industry trends. 
  • Enhanced strategies — CRM software offers numerous tools that can track and analyze agents’ performance and customers’ behavior. These tools break down all the data and create reports you can easily understand, use to make strategies, and improve your work.
  • Facilitated communication — CRM apps offer plenty of communication tools that can improve your interaction with both customers and other team members. Thus, they allow your team to collaborate more effectively and cater to your client’s needs more successfully in the long run.

Conclusion: What’s the Best Real Estate CRM Software?

Zoho is the best CRM Real Estate software for 2023. Not only is it accessible, approachable, and easy to use, but it keeps up with the demands as your business grows. Therefore, ZohoCRM offers CRM solutions that scale with your business, and it works whether you have a new business or a well-established one.

Additionally, ZohoCRM offers advanced features like 24/7 customer support, advanced marketing automation, as well as advanced contact and account management. It’s also available in 4 different price plans to suit the needs of your business.


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