10 Best Real Estate CRM Software for 2023

The best real estate CRM solutions can help transform the way you do business, save you a ton of valuable time, help you generate more qualified leads, and ultimately close more deals.

For this guide, we reviewed and compared the most popular solutions on the market, looking at their features, prices, and pros and cons to help you find the best real estate CRM solution for your agency.

Top 10 Best Real Estate CRM Products

Here are our top 10 CRM picks for the real estate industry, ranked:

1. Salesforce — Rated as the best real estate CRM overall, with real-time lead activity tracking and rich customization options.
2. Oracle NetSuite — A powerful platform with advanced marketing automation features and great collaboration tools.
3. Pipedrive — An easy-to-use Kanban-based user interface with built-in email and call tracking and pipeline management.
4. Zoho CRM — Feature-rich omnichannel tracking tool with powerful automations and rich analytics.
5. Monday Sales CRM — Robust software with simple no-code automation, which can be customized to the needs of your agents and business.
6. HubSpot Sales Hub — The best free real estate CRM, with automatic email and document tracking, which makes it easy to take an overview of performance.
7. Freshsales — A strong product for real estate lead generation, which is easy to use and intuitive.
8. Maximizer CRM — An excellent platform for agent activity tracking, opportunity management, and sales coaching.
9. Less Annoying CRM — A simple real estate solution with in-depth lead reports for agents to make quick updates.
10. Act! — Best CRM for small real estate business with built-in marketing automation and features for detailed pipeline management.

10 Best CRM for Real Estate Packages Reviewed

If you’ve never used a CRM before, it can be difficult to choose one provider over another, especially if you don’t understand the differences between the complex offerings. We’ve put together in-depth reviews of the top CRMs on the market so you can see exactly what they provide and make an informed decision.

1. Salesforce — Best Real Estate CRM, with Real-Time Lead Activity Tracking

Salesforce is a fully customizable cloud CRM that gives you a complete overview of every lead in your pipeline and helps you leverage the data to reliably close more deals.

The best part about Salesforce is that it’s a product suite rather than a single application, meaning you can pick and choose what functionality you need and create your own ideal real estate CRM.

With Salesforce, you’ll have all the relevant prospect data at your fingertips, so your real estate agents can easily share key information and close more deals.

The real estate CRM platform also lets you track all your sales opportunities, so you’ll know exactly when a prospect clicks an ad, opens a link in an email, or visits a particular page on your website. You can then leverage professionally built email templates to create and send personalized messages that are perfect for prospects based on their interests and previous interactions with your business.

Another key feature of Salesforce is sales automation. You can use a simple drag-and-drop interface to automate daily task assignments, track the activity of all your agents, optimize your workflows, and ultimately accelerate your sales cycle.

Additionally, you can leverage territory planning to create optimal schedules and ensure you have enough agents in the field to cover demand. All of these factors make Salesforce stand out among the best CRM software overall.

Pricing

Here are the available Salesforce pricing plans:

• Starter — $25/user/month (account, contact, lead, and opportunity management, process automation, Gmail/Outlook integration)
• Professional — $75/user/month (Starter + pipeline and forecast management, quotes, and invoicing)
• Enterprise — $150/user/month (Professional + advanced reporting features and unlimited process automation)
• Unlimited — $300/user/month (access to all features + advanced sales insights)

Pros

• Excellent customization options
• Lead activity tracking with real-time notifications
• Email templates and marketing automation
• Territory planning

Cons

• Steep learning curve

2. Oracle NetSuite — Best Commercial Real Estate CRM

Oracle NetSuite is a simple yet powerful CRM that helps you automate your sales process, streamline quote management, and facilitate every aspect of customer relationship management – from initial contact all the way to contract signing.

NetSuite CRM provides a centralized real estate platform for contact management, giving you all the key information on leads and prospects that you need to close deals while simultaneously facilitating back-office functions by connecting your agents, marketing, and finance departments.

You can also leverage the variety of tools NetSuite offers to make accurate sales forecasts, create custom dashboards, and view real-time analytics to assess the performance of individual agents and your business as a whole.

The platform also enables you to create complex incentive programs for your agents, with a multi-tiered commission structure, to help boost their productivity.

In addition to sales force automation, NetSuite CRM lets you automate your marketing efforts, segment your audience, create targeted multi-channel marketing campaigns, and monitor the performance of all marketing initiatives in real-time.

Pricing

As a customizable CRM, Oracle NetSuite doesn’t have preset pricing plans. You’ll have to contact the company to get a custom quote based on the functionality and the number of users you need.

Pros

• Facilitates cross-department communication and collaboration
• Lets you create incentive programs for your real estate agents
• Enables targeted multi-channel marketing campaigns
• Features powerful reporting and analytics

Cons

• No pricing information
• Dated interface

3. Pipedrive — Easy-to-Use Kanban-Based UI With Built-in Email and Call Tracking

Pipedrive is a super-intuitive CRM platform that lets you leverage Kanban boards to visualize every stage of your sales process, set up key performance indicators (KPIs) and team goals, and monitor the progress of individual tasks.

When it comes to managing leads and deals, Pipedrive lets you set up custom web forms and leverage an AI-powered chatbot to create a well-oiled lead generation machine.

It automatically tracks all calls and emails, so you’ll always know what stage every lead is at and will have the necessary information to find the right properties for them with ease.

Pipedrive also lets you automate repetitive tasks, like scheduling calls or sending follow-up emails, saving you lots of valuable time.

You can even utilize an AI sales assistant to receive performance tips, set up push notifications, and receive progress updates for each task.

Pricing

Here are the available Pipedrive pricing plans:

• Essential — $9.90/user/month (Lead, Deal, Calendar, and Pipeline management, data import, and 300+ integrations)
• Advanced — $19.90/user/month (Essential + email sync, email grouping, and templates)
• Professional — $39.90/user/month (Advanced + revenue projections, forecasts, and custom reporting)
• Enterprise — $59.90/user/month (Professional + advanced user permissions, security, implementation program, and priority phone support)

Pros

• Customizable Kanban-based boards
• Activity scheduling
• KPI and goal tracking
• Easy-to-use automations

Cons

• Limited custom fields on all plans except Enterprise

4. Zoho CRM — Feature-Rich Omnichannel Tool With Powerful Analytics

Zoho CRM focuses on helping businesses get more done with less effort through advanced automations. You can leverage simple if/then statements to automate sales pipelines, workflows, marketing campaigns, customer journeys, and task assignments so that you have more time to focus on closing deals.

Zoho CRM also lets you have an omnichannel presence by centralizing all business communications. It seamlessly integrates with your business inbox, live chat, and social media profiles and allows you to keep track of all lead and client interactions on the same platform.

You can also leverage predictive intelligence to discover and focus on the leads that are most likely to convert and segment your audience so you can send them engaging, targeted marketing emails with personalized offers.

Zoho comes with powerful analytics tools, which let you monitor every aspect of your business, from individual agent performance and the targets you set for your real estate teams to lead generation from different sources and deal close rates.

Pricing

Here are the available Zoho CRM annual pricing plans:

• Standard — $14/user/month (workflow automation, scoring rules, sales forecasting, email templates, reporting, and analytics)
• Professional — $23/user/month (Standard + real-time notifications, blueprints, webhooks, customer reports, and dashboards)
• Enterprise — $40/user/month (Professional + customer portals, full product customization, anomaly detection, web form analytics, channel attribution, audience segmentation)
• Ultimate — $52/user/month (Enterprise + Zoho Analytics)

Pros

• Advanced automations using simple if/then statements
• Centralized business communications
• AI-powered sales forecasting and predictive lead scoring
• Rich analytics with actionable insights

Cons

• Complex, with an overwhelming number of features

5. Monday Sales CRM — Robust Software With Simple No-Code Automations

Monday Sales CRM is a robust, fully customizable CRM that helps you visualize every step of the process, from first contact with a prospect to signing a contract.

With Monday, you can get a quick overview of what every real estate agent in your agency is working on, the close probability, and the estimated value of each deal. Additionally, everyone on the team can leave comments and attach files to specific tasks, which greatly facilitates team communication and collaboration.

You can also leverage automations to set up real-time notifications, assign leads to specific agents, set reminders, and more. This helps save valuable time you’d otherwise have to spend on tedious administrative work. We’ve also separately reviewed Monday’s great project management features in detail.

Pricing

Here are the available Monday Sales CRM annual pricing plans:

• Basic — $10/seat/month, a minimum of 3 seats (pipeline visualization, unlimited contacts and boards, iOS and Android app)
• Standard — $14/seat/month (Basic + email integration, activity management, quotes, and invoices, up to 250 custom CRM automations)
• Pro — $24/seat/month (Standard + sales forecasting, email tracking, and automations, 25,000 automations, integrations)
• Enterprise — Custom quote (Pro + lead scoring, team goals, advanced analytics, multi-level permissions)

Pros

• Easy to customize according to your specific pipeline
• Shows close probability and estimated deal value
• Provides an in-depth overview of each deal
• Integrates with 50+ apps
• Great mobile support and among the best CRM apps

Cons

• Lead scoring is only available on the Enterprise plan

6. HubSpot Sales Hub — Best Free Real Estate CRM, With Automatic Email and Document Tracking

HubSpot Sales Hub makes it easy to start conversations with new leads, deepen relationships with existing prospects, and manage your pipeline.

With Sales Hub, every contact in your pipeline has a dedicated page, which agents can access to see what types of properties they’re interested in, what area they prefer, what their budget is, and other pertinent information.

They can initiate conversations from that page, leverage email templates to create personalized emails in minutes, as well as send the required documentation. Both emails and documents are tracked, so you’ll know the instant the prospect opens them.

You can leverage Sales Hub’s Kanban boards to add new deals, assign tasks, and monitor the progress of individual tasks, so you’ll know exactly what deal each agent is working on at the moment and what stage the deal is in.

The best part about Sales Hub is that you can get started for free and test out a variety of sales, marketing, and operations tools in practice before committing to a paid plan.

Pricing

Here are Sales Hub pricing plans for individuals and small teams:

• Free Tools — Free forever, no credit card required (Free marketing, sales, service, CMS, and operations tools)
• Starter — From $18/month (Simple automation, tasks, and task queues, conversation routing, multiple currencies)
• Professional — From $450/month (Forecasting, eSignatures, email sequences, sales playbooks, advanced automations)

Pros

• Dedicated contact pages with comprehensive info
• Professionally designed email templates
• Email and document tracking
• Kanban boards

Cons

• No automations on the free plan

7. Freshsales — Great Product for Real Estate Lead Gen

Freshsales is a great option for real estate firms that want to reliably generate more leads and leverage real-time analytics to close more deals.

This CRM excels at helping you convert website visitors into qualified leads through custom web forms, live chat, and newsletter opt-ins. It also utilizes the power of AI to enrich lead profiles with their publicly available information, so you can tailor your offers according to their needs and interests.

You can also save valuable time by setting up automations to assign the leads to the right real estate agents based on capacity, the territory they cover, and other criteria. It’s no surprise that many rate it as the best real estate CRM for lead generation – and it’s among the best CRM options for sales.

Pricing

Here are the available Freshsales pricing plans:

• Growth — $15/user/month (contact, account, and deal management, AI-powered lead scoring, up to 2,000 chatbot sessions per month)
• Pro — $39/user/month (Growth + multiple sales pipelines, time-based workflows, sales team, and territory management, up to 3,000 chatbot sessions)
• Enterprise — $69/user/month (Pro + custom modules, AI-based sales forecasting, audit logs, up to 5,000 chatbot sessions)

Pros

• Predictive lead scoring
• AI-powered lead profile enrichment
• Simple yet powerful automations
• Plenty of native integrations

Cons

• Doesn’t centralize business communications

8. Maximizer CRM — Excellent Platform for Agent Activity Tracking and Sales Coaching

Maximizer CRM is a great option if you want to know what your real estate agents are working on at all times. In addition to helping you track their activity and monitor performance, Maximizer helps you unlock coaching opportunities so you can train your team to reliably close more deals faster.

With Maximizer CRM, your agents will have easy access to all contact information, notes, and documents they need to tailor the offers to potential clients. They can even do a quick search while on the phone with the prospect to find the exact info they need in seconds.

Another area where Maximizer CRM excels is email marketing. It lets you leverage professional email templates, integrate MailChimp to segment your audience, deliver engaging email marketing campaigns, and easily create and track drip campaigns.

Pricing

Here are the available Maximizer pricing plans:

• Base Edition — $55/user/month (sales pipeline management, lead, and opportunity management, 100Gb online storage, reporting, and analytics)
• Sales Leader Edition — $75/user/month (Base Edition + sales coaching and performance monitoring)

Pros

• Agent activity tracking and performance monitoring
• Sales enablement and coaching
• Professional email marketing templates
• Audience segmentation and drip campaigns

Cons

• The only autoresponder it integrates with is MailChimp
• No lead generation features

9. Less Annoying CRM — Simple Real Estate Solution With In-Depth Lead Reports

Less Annoying CRM is designed to be as simple and straightforward as possible. It has an intuitive UI, an easy-to-navigate timeline view, and comprehensive customer profiles with all the info in one place.

We love Less Annoying CRM’s lead reports, which ensure no single lead slips through the cracks. When you generate a report, you get a complete overview of all new leads, their statuses and priorities, contact information, and all relevant notes from your previous conversations.

Another great thing about this CRM is the fact that you can create custom field types for different pipelines, opportunities, and contracts to store and track additional information and stay organized.

Pricing

Less Annoying CRM only has one pricing plan. You’re paying $15/user each month and will have access to all features and functionalities of the platform. No features are locked behind a paywall, there are no extra charges, and you can add or remove users as you see fit.

Pros

• Simple and easy to use
• Custom field types
• Comprehensive lead reports

Cons

• No marketing automation

10. Act! — Best CRM for Small Real Estate Business, With Built-in Marketing Automation

Act! is a CRM and marketing automation platform designed with small businesses in mind. It’s simple and easy to use while still providing everything real estate professionals need to streamline their business, including customer management, activity management, and marketing automation.

You can utilize Act! to create high-converting landing pages and web forms to turn your website into a lead-generation machine. The platform also offers professionally designed email templates that you can use to craft personalized messages for different segments of your audience.

Act! also lets you fully visualize your workflows, create and prioritize task lists, and set up notifications, alerts, and reminders to ensure you don’t miss any business opportunities. We’ve also reviewed a number of other leading CRMs for small business.

Pricing

Here are the available Act! pricing plans:

• Act! Premium Cloud — $30/user/month (Customer management, task and activity management, relationship timelines, notifications, and alerts, email templates, drip campaigns)
• Act! Premium Desktop — $37.50/user/month (Same functionality as Cloud, but on-premise with self-managed security and advanced control)

Pros

• Super-simple interface
• Helps you create high-converting landing pages and web forms
• Offers a large library of email templates
• Tracks customer activity with relationship timelines

Cons

• The outdated UI can be clunky at times

Top 10 Best Real Estate CRM Software Packages Compared

Here’s a quick comparison table of the best CRMs for real estate agents, so you can see how different providers compare head-to-head:

Key Benefits of CRMs for Real Estate Agents

Here are the key benefits of CRM for real estate agents, so you get a better idea of how it can help you streamline your business and reliably close more deals:

Customer Management

With a CRM, you’ll have quick and easy access to all the information on your lead, prospects, and customers in one place. You can also attach files and add notes to customer profiles, perform quick searches while on the phone with a lead, and organize the data however you see fit.

Lead Generation

Some CRMs allow you to create high-converting landing pages and web forms — whether from scratch or by utilizing pre-built templates — to convert website visitors into qualified leads. This ensures a steady stream of new potential clients and allows you to automatically collect all the pertinent information you need to craft personalized offers for your prospects.

Unified Communication

People often reach out to real estate companies on a variety of communication platforms. Without a CRM, it can be difficult to log and keep track of every email, live chat conversation, and message on your agency’s social media profiles.

A CRM allows you to unify all business communications by integrating all communication channels into a single platform. You’ll be able to see every interaction with a client, regardless of where it happened, so you can easily continue the conversation at any point in time.

Marketing Automation

Another major advantage of CRMs for real estate agents is marketing automation. Instead of relying on cold-calling or manual email follow-ups, you can set up automated email sequences to introduce your contacts to the best offers according to their interests and previous interactions with your business.

Performance Tracking

Some CRMs, like Maximizer, even allow you to create sales enablement documents (e.g., phone scripts) and provide coaching to your sales agents to help them convert more prospects into clients.

Ranking Criteria – How Do I Choose A Good Real Estate CRM?

There are many excellent CRMs on the market, all offering different features, functionalities, and levels of customization. While some are more focused on lead generation and contact management, others are more geared toward process optimization, sales pipeline management, or marketing automations.

Here are the criteria we used to rank the best real estate CRM solutions, as well as factors you should consider before making the final decision:

• Ease of use — A good CRM should be easy to navigate and use. You don’t want to spend months learning how to fully utilize the platform or spend hundreds of dollars organizing special training to ensure your agents can properly use the CRM in their day-to-day work.
• Customizability — You don’t want a rigid CRM that can’t be adapted to your unique processes and sales pipelines. The top CRMs on our list are all customizable and can be fine-tuned according to the specific needs of your real estate agency.
• Scalability — As your agency grows, your CRM solution needs to follow suit. If you plan on hiring more real estate agents in the future, it’s best to opt for a CRM that lets you seamlessly add more users to your account.
• Functionality — Depending on your agency’s needs, you should find a CRM that offers all the features you need, like lead generation, contact management, and marketing automation. It makes little sense to pay for a CRM that doesn’t have the functionalities you need or overpay for a CRM where you won’t use half the features it offers.
• Free trial/Free plan — You shouldn’t have to make a blind purchase when it comes to CRMs. All the best solutions offer free trials, free plans, or product demos that allow you to see the CRM in action before you commit to a monthly or annual subscription.
• User reviews — It’s always a good idea to read what other users have to say about their experiences with a particular CRM. This will give you a much better idea of how good the CRM is in practice and whether it’s a good fit for your agency.
• Customer service — If you encounter a bug or a technical issue with a CRM, that doesn’t mean your business has to slow down to a halt. Best CRMs have great customer support that can provide professional assistance and help resolve issues lightning-fast.

Best CRM for Real Estate FAQs