Comparative Review of Leading Real Estate CRM Software
By Dante Holloway | Published: 2025-03-17 | Category: Real Estate Crm Software
About Real Estate Crm Software
Real estate CRM software helps agents and brokers manage leads, track client interactions, automate follow-ups, and streamline sales pipelines specific to the property buying and selling process. These tools centralize contact information, communication history, and transaction details to improve efficiency and client relationships.
Scoring Criteria
- → Lead Management
- → Automation Capabilities
- → Ease of Use
- → Integration Options
- → Real Estate Specific Features
- → Reporting & Analytics
- → Value for Money
- → Customer Support
The Best Real Estate Crm Software
Follow Up Boss
By Follow Up Boss
A popular CRM focused on lead routing, rapid response, and team collaboration for real estate professionals.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Lead Management, Team Collaboration, Client Nurturing, Sales Pipeline Management
Key Features
- ✓Lead Routing: Advanced rules to distribute leads instantly to agents. (Automated)
- ✓Action Plans: Automated email, text, and task sequences for follow-up. (Automated)
- ✓Calling & Texting: Integrated VoIP calling and texting directly from the CRM. (Integrated)
- ✓Team Inbox: Collaborative inbox for managing team communications. (Collaboration)
- ✓Reporting: Dashboards tracking agent performance and lead sources. (Detailed)
Scorecard (Overall: 8.3 / 10.0)
Pricing
Grow
$57.00 / per user/month (annual)
- Core CRM
- Lead Routing
- Drip Campaigns
- Mobile App
- Basic Reporting
Limitations: Limited users on base plan typically
Pro
$416.00 / per month (annual, includes 10 users)
- All Grow features
- Advanced Lead Routing
- Team Inbox
- Calling Features
- Advanced Reporting
Limitations: Higher cost structure
Platform
$833.00 / per month (annual, includes 30 users)
- All Pro features
- Priority Support
- API Access
- White Labeling option
Limitations: Designed for larger teams/brokerages
Pros
- + Excellent lead routing and follow-up tools
- + Strong team features
- + Clean user interface
- + Wide range of integrations
- + Responsive customer support
Cons
- - Can be expensive, especially for solo agents or small teams
- - Some advanced features require higher tiers
Verdict
"A top choice for teams prioritizing lead response speed and efficient collaboration, though the cost may be a barrier for some."
LionDesk
By LionDesk
An affordable CRM offering a broad feature set including video email/texting and transaction management.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Lead Generation, Client Communication, Transaction Management, Marketing Automation
Key Features
- ✓Contact Management: Central database for contacts with tagging and filtering. (Standard)
- ✓Bulk Communication: Send mass emails and texts. (Included)
- ✓Video Messaging: Embed videos directly into emails and texts. (Integrated)
- ✓Power Dialer: Automated dialing feature for efficient outreach. (Add-on/Tiered)
- ✓Transaction Management: Tools to track deal pipelines and key dates. (Built-in)
Scorecard (Overall: 7.1 / 10.0)
Pricing
CRM Premier
$83.00 / per user/month (annual)
- Core CRM
- Email & Text Campaigns
- Video Messaging
- Basic Transaction Management
- Mobile App
Limitations: Power Dialer often extra cost, Some advanced features limited
Elite
$133.00 / per user/month (annual)
- All CRM Premier features
- AI Assist (texting)
- Enhanced Transaction Management
- Advanced Reporting
Limitations: Higher tier for AI and advanced tools
Pros
- + Competitive pricing
- + Unique video messaging feature
- + Includes transaction management tools
- + Good feature set for the cost
Cons
- - User interface can feel cluttered to some
- - Reporting capabilities less robust than competitors
- - Customer support experiences vary
Verdict
"A solid value proposition, particularly for agents looking for integrated video communication and transaction tools without a high price tag."
Top Producer X CRM
By Top Producer (Move, Inc.)
A long-standing real estate CRM with comprehensive features for contact management, marketing, and MLS integration.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Contact Management, Marketing Automation, MLS Integration, Transaction Coordination
Key Features
- ✓MLS Property Insights: Integrates with MLS data for property alerts and market reports. (Integrated)
- ✓Follow-up Coach: Provides reminders and suggestions for client engagement. (AI-assisted)
- ✓Marketing Automation: Email campaigns, flyers, and postcards. (Built-in)
- ✓Contact Management: Detailed contact profiles with relationship tracking. (Comprehensive)
- ✓Mobile App: Access CRM features on the go. (Included)
Scorecard (Overall: 7.1 / 10.0)
Pricing
Starter
$129.00 / per user/month
- Core CRM
- MLS Integration (limited)
- Email Marketing
- Mobile App
Limitations: Limited features compared to Pro
Professional
$249.00 / per user/month
- All Starter features
- Expanded MLS Integration
- Advanced Marketing Tools
- Transaction Management features
Limitations: Add-ons like Market Snapshot may cost extra
Advanced
$349.00 / per user/month
- All Professional features
- Enhanced Team Features
- Potentially more integrations
Limitations: Pricing can scale significantly
Pros
- + Deeply integrated with MLS data
- + Comprehensive feature set tailored for real estate
- + Long history in the market
- + Strong contact management capabilities
Cons
- - Interface can feel dated compared to newer CRMs
- - Can be expensive
- - Steeper learning curve for some users
Verdict
"A robust, feature-rich CRM ideal for established agents who heavily rely on MLS integration and detailed contact tracking, despite its sometimes dated feel and higher cost."
Wise Agent
By Wise Agent
An all-in-one CRM known for its affordability and comprehensive features including marketing and transaction management.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Contact Management, Marketing Automation, Transaction Management, Time Management
Key Features
- ✓Contact Management: Manages contacts, leads, vendors, and relationships. (Comprehensive)
- ✓Marketing Suite: Drip campaigns, newsletters, landing pages. (Integrated)
- ✓Transaction Management: Checklists, date tracking, document storage. (Built-in)
- ✓Time Management: Calendar, task lists, call automation. (Included)
- ✓Landing Pages: Create lead capture pages. (Built-in)
Scorecard (Overall: 7.4 / 10.0)
Pricing
Monthly
$49.00 / per month (up to 5 users)
- All core features
- Unlimited Contacts
- Transaction Management
- Marketing Suite
- Customer Support
Limitations: Interface design might not appeal to all
Annual
$499.00 / per year (up to 5 users)
- All core features
- Discounted rate
Limitations: Annual commitment
Enterprise
Contact Vendor
- Custom solutions for large teams/brokerages
Limitations: Requires consultation
Pros
- + Very affordable, especially for small teams
- + Comprehensive feature set covering CRM, marketing, and transactions
- + Good customer support reputation
- + Includes landing pages
Cons
- - User interface may seem less modern than some competitors
- - Reporting could be more advanced
Verdict
"Excellent value for agents and small teams seeking a feature-rich, all-in-one CRM solution without a high monthly cost."
kvCORE
By Inside Real Estate
A comprehensive real estate platform including CRM, IDX websites, lead generation, and marketing automation, often provided at the brokerage level.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Lead Generation, Website Management, CRM & Follow-up, Marketing Automation, Team/Brokerage Management
Key Features
- ✓IDX Websites: Agent and brokerage websites with integrated MLS search. (Integrated)
- ✓Lead Engine: Tools for generating leads via landing pages, squeeze pages, and ads. (Built-in)
- ✓Smart CRM: Behavioral automation and lead scoring. (AI-Powered)
- ✓Marketing Autopilot: Automated email, text, and video messaging campaigns. (Automated)
- ✓Business Analytics: Tracking ROI, agent performance, and lead sources. (Comprehensive)
Scorecard (Overall: 7.7 / 10.0)
Pricing
Brokerage/Team Platform
$500.00 / per month (estimated starting point, varies greatly)
- Full platform access
- IDX Websites
- CRM
- Lead Gen Tools
- Marketing Automation
Limitations: Typically not sold to individual agents directly, Pricing highly variable based on size/needs
Agent Add-on
Contact Vendor
- Access to core CRM and lead gen tools within brokerage platform
Limitations: Dependent on brokerage subscription
Pros
- + All-in-one platform solution (Website, CRM, Lead Gen)
- + Powerful automation and AI features
- + Strong lead generation tools
- + Designed for teams and brokerages
Cons
- - Often only available through a brokerage
- - Can be complex with a steeper learning curve
- - Less flexibility for individual agents outside the platform
Verdict
"A powerful, integrated platform best suited for brokerages and teams looking for a comprehensive solution that includes lead generation and websites alongside CRM functionalities."
BoomTown
By BoomTown
A high-end real estate platform focused on lead generation, management, and team performance, including an IDX website.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Lead Generation, Team Management, Client Nurturing, Predictive CRM, Website Management
Key Features
- ✓Predictive CRM: Identifies leads most likely to transact. (AI-Powered)
- ✓Lead Generation Services: Managed digital advertising campaigns. (Optional Service)
- ✓IDX Website: Customizable lead capture websites. (Integrated)
- ✓Team Management Tools: Accountability dashboards and lead routing. (Built-in)
- ✓Mobile App: Full-featured mobile CRM. (Included)
Scorecard (Overall: 8.0 / 10.0)
Pricing
Launch
$1000.00 / per month (estimated starting)
- Core CRM
- IDX Website
- Basic Lead Routing
- Mobile App
Limitations: Higher starting cost, Often requires setup fee
Grow
$1500.00 / per month (estimated)
- All Launch features
- Advanced Team Features
- Enhanced Reporting
- Lead Gen services often bundled
Limitations: Significant investment
Pros
- + Excellent lead generation capabilities (including services)
- + Sophisticated predictive CRM features
- + Strong team management and reporting tools
- + High-quality IDX websites
Cons
- - Very expensive, primarily for high-producing teams/brokerages
- - Can involve long-term contracts
- - Less focus on basic transaction management
Verdict
"A premium platform ideal for larger, successful teams and brokerages heavily focused on paid lead generation and optimizing conversion rates through advanced CRM."
CINC
By CINC (Fidelity National Financial)
A real estate platform similar to BoomTown, offering lead generation, IDX websites, and a CRM tailored for teams and agents.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Lead Generation, Team Management, Client Conversion, Website Management, Mobile Productivity
Key Features
- ✓Lead Generation: Integrated tools and services for generating buyer and seller leads. (Built-in/Optional Service)
- ✓IDX Platform: Branded website and mobile app with MLS integration. (Integrated)
- ✓Behavioral Messaging: Automated communication based on lead activity. (Automated)
- ✓Team Dashboards: Performance tracking and lead distribution features. (Comprehensive)
- ✓Mobile Suite: Agent app with dialer, notifications, and CRM access. (Included)
Scorecard (Overall: 7.9 / 10.0)
Pricing
Solo
$800.00 / per month (estimated starting)
- Platform access for individual agents
- IDX Website
- CRM
- Lead Gen Tools
Limitations: Still a significant cost for solo agents
Team/Brokerage
$1500.00 / per month (estimated starting)
- Full platform for teams
- Advanced routing
- Team management features
Limitations: High cost, setup fees common
Pros
- + Strong focus on lead generation and conversion
- + Robust team features and accountability tools
- + Integrated website and mobile apps
- + Behavioral automation
Cons
- - High price point, similar to BoomTown
- - Often requires long-term contracts
- - May be overly complex for smaller operations
Verdict
"A powerful, lead-focused platform well-suited for high-performing teams and brokerages willing to invest significantly in an integrated lead generation and CRM solution."
RealtyJuggler
By RealOrganized, Inc.
An extremely affordable and straightforward CRM designed for individual real estate agents.
Platforms & Use Cases
Platforms: Web
Best For: Contact Management, Task Management, Basic Marketing, Rental Management
Key Features
- ✓Contact Database: Organize prospects, clients, closings. (Standard)
- ✓Task Plans: Pre-defined activity sequences. (Basic Automation)
- ✓Email Integration: Syncs with common email providers. (Integrated)
- ✓Rental Management: Track vacancies, leases, and payments. (Unique Feature)
- ✓Goal Tracking: Monitor income and commission goals. (Built-in)
Scorecard (Overall: 6.6 / 10.0)
Pricing
Standard
$179.00 / per year
- All features included
- Unlimited Contacts
- Unlimited Storage
- Customer Support
Limitations: Web-only access, Basic user interface
Pros
- + Extremely low cost
- + Simple, easy-to-learn interface
- + Covers core CRM needs effectively
- + Includes unique rental management features
- + No long-term contracts
Cons
- - Dated user interface
- - Limited automation and marketing features
- - Fewer integrations compared to competitors
- - No dedicated mobile app (mobile web accessible)
Verdict
"The best choice for budget-conscious individual agents who need a reliable, no-frills CRM to manage contacts and basic tasks without advanced features or high costs."
HubSpot CRM
By HubSpot
A powerful general CRM with a free tier that can be adapted for real estate, offering strong marketing and sales tools.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Contact Management, Email Marketing, Sales Pipeline Management, Landing Pages, Customer Service
Key Features
- ✓Free CRM Core: Robust contact management, deal tracking, and task management at no cost. (Free)
- ✓Email Tracking & Templates: See email opens/clicks, use templates. (Included)
- ✓Marketing Hub: Advanced marketing automation, landing pages, social media tools (Paid Add-on). (Optional)
- ✓Sales Hub: Sales automation, sequences, meeting scheduling (Paid Add-on). (Optional)
- ✓App Marketplace: Extensive integrations with other tools. (Large Ecosystem)
Scorecard (Overall: 8.3 / 10.0)
Pricing
Free CRM
Contact Vendor
- Contact Management
- Deal Pipelines
- Task Management
- Email Tracking (limited)
- Meeting Scheduler
Limitations: Limited automation, HubSpot branding, Feature caps
Starter Sales Hub
$18.00 / per user/month (annual)
- Simple Automation
- More Templates
- Deal Pipelines
- Quotes
Limitations: Basic automation rules
Starter Marketing Hub
$18.00 / per month (annual, includes contacts)
- Landing Pages
- List Segmentation
- Email Marketing
Limitations: Contact limits apply
Pros
- + Excellent free core CRM
- + Modern and intuitive user interface
- + Powerful marketing and sales automation (paid tiers)
- + Huge integration marketplace
- + Scalable with business growth
Cons
- - Requires customization for real estate specifics (no built-in MLS, transaction management)
- - Costs can increase significantly with paid Hubs and contact tiers
- - Not inherently real estate focused
Verdict
"A fantastic option for tech-savvy agents or teams who value a modern UI, strong integrations, and powerful marketing/sales tools, especially if starting with the free tier, but requires setup for real estate workflows."
Zoho CRM
By Zoho Corporation
A highly customizable and affordable CRM that is part of a larger suite of business applications, adaptable for real estate.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Sales Force Automation, Process Management, Marketing Automation, Customer Service, Analytics
Key Features
- ✓Customization: Extensive options to tailor modules, fields, and workflows. (High)
- ✓Workflow Automation: Automate tasks, emails, field updates based on triggers. (Powerful)
- ✓Omnichannel Communication: Integrates email, phone, social media, chat. (Broad)
- ✓Analytics: Detailed reporting and dashboards. (Comprehensive)
- ✓Zoho Ecosystem: Integrates seamlessly with other Zoho apps (Books, Campaigns, etc.). (Integrated Suite)
Scorecard (Overall: 7.8 / 10.0)
Pricing
Free
Contact Vendor
- Lead/Contact/Deal Management
- Basic Workflows
- Standard Reports
Limitations: Limited customization, Feature caps
Standard
$14.00 / per user/month (annual)
- Scoring Rules
- Workflow Automation
- Mass Email
- Custom Dashboards
Limitations: Limited custom fields
Professional
$23.00 / per user/month (annual)
- SalesSignals (real-time notifications)
- Inventory Management
- Process Management (Blueprint)
Limitations: Some advanced features require higher tiers
Pros
- + Very affordable with a free tier
- + Highly customizable to specific needs
- + Powerful automation capabilities
- + Part of a large ecosystem of business apps
- + Good reporting features
Cons
- - Requires significant setup and customization for real estate
- - Can be complex due to the sheer number of features/options
- - User interface can feel busy
- - Not inherently real estate focused
Verdict
"An excellent choice for cost-conscious agents or teams who need a highly customizable CRM and are willing to invest time in tailoring it for real estate workflows, especially if leveraging other Zoho apps."
Final Thoughts
The real estate CRM market offers diverse solutions, ranging from high-end, lead-generation focused platforms like BoomTown and CINC to affordable, all-in-one options like Wise Agent and highly customizable general CRMs like HubSpot and Zoho. Specialized tools like Follow Up Boss excel in team collaboration and lead response, while RealtyJuggler provides essential features at an unbeatable price point. The best choice depends heavily on budget, team size, technical expertise, and primary business goals (e.g., lead generation vs. relationship management).