6 Best Real Estate CRMs for 2021
Real estate customer relationship management (CRM) software helps brokers and agents track buyer and seller leads throughout sales processes. We evaluated a variety of CRMs using our objective scoring tool and insight from our CRM experts to learn which real estate CRMs are top of the line, and which one is the best overall.
Real Estate CRM
Best For
(Best Overall) Agencies needing a free turnkey solution that scales as teams grow
Real estate agents who want to streamline workflows with a low-cost automation tool
Real estate professionals wanting to communicate with clients across multiple channels
Agents and brokers who need a solution with advanced integrations, like Zillow and Trulia
Agencies wanting a highly customizable CRM for email campaigns and sales processes
Brokers who need a CRM solution that consolidates leads from multiple sources
How We Evaluated the Best Real Estate CRMs
Busy real estate agents and brokers need a contact and relationship management system with features that help them easily connect with clients and pursue leads. Some CRMs are designed with real estate professionals in mind and integrate with important platforms like MLS, Trulia, and Zillow. However, some agents also need tools like profile enrichment and robust workflow automation, which are most often found in traditional CRMs.
After reviewing a range of products that included both types of solutions, we recommend HubSpot CRM as the best overall choice for real estate professionals. It scored a 4.08 out of 5 for its comprehensive set of features and integrations, as well as its easy-to-understand user interface.
Click the tabs below for more information on how we evaluated CRMs for real estate brokers and agents.
HubSpot
Best Overall CRM for Real Estate Agents & Brokers
PROS
Supports contact database enrichment
Detailed reporting dashboard
Integrated ad management
CONS
Add-on modules can be costly for small agencies
Limited social media tools
Lacks robust customization
Overall Score
4.08 OUT OF 5
PROS
Supports contact database enrichment
Detailed reporting dashboard
Integrated ad management
CONS
Add-on modules can be costly for small agencies
Limited social media tools
Lacks robust customization
HubSpot, a free, scalable solution that supports unlimited users, scored highest to take the top spot as best real estate CRM. It offers a variety of tools to help real estate agents and brokers close deals, including email templates, contact management, and a meeting scheduler. As business increases, agents can add sales and marketing modules for an additional fee to gain access to additional features and greater workflow automation.
HUBSPOT PRICING
Free: Supports unlimited users
Sales and Marketing add-ons: From $45 per month
HUBSPOT FEATURES
Website visitor activity tracker
Shared team inbox
Call recording and auto-logging
Supports third-party integrations
Deal management dashboard
Pipedrive
Best Real Estate CRM for Automated Workflows
PROS
Unlimited customizable pipelines
Easy to set up and use
Rule-based lead assignment
CONS
Phone support not available on all plans
Limited mobile app features
No free service plan
Overall Score
3.89 OUT OF 5
Pipedrive is a general-purpose CRM with a variety of workflow automations to help real estate brokers and agents stay organized and work at peak efficiency. Customizable dashboards, reporting tools, and pipelines give agents the information they need to provide the best customer service to renters and buyers every step of the way. However, Pipedrive missed out on the top spot in our list because its mobile apps aren’t as feature-filled as other CRMs with mobile apps.
PIPEDRIVE PRICING
Essential: $12.50 per user, per month
Advanced: $24.90 per user, per month
Professional: $49.90 per user, per month
PIPEDRIVE FEATURES
Lead and deal tracking
Mobile apps reflect desktop, including customizations
List segmentation
Sales forecasting
Automated sales funnel management
LionDesk
Best Real Estate CRM for Multichannel Communication
PROS
Supports transaction management
AI follow-up and lead scoring
Allows videos in emails and text messages
CONS
Steep learning curve
Limited monthly email and SMS allocation
Video email not included on basic plan
Overall Score
3.73 OUT OF 5
LionDesk is a real estate CRM software that provides multichannel communications. Its features include artificial intelligence (AI)-driven text messaging, video and SMS emails, power dialer, Facebook ad creation, and direct mail. Transaction management tools enable agents to manage listings, track listings, automate tasks, and manage deadlines. LionDesk did lose points, however, for limitations on email and SMS sends.
LIONDESK PRICING
Starter: $25 per month
Pro+: $49 per month
Elite: $99 per month
LIONDESK FEATURES
Multichannel campaigns
Transaction management
Ad management
Audience customization
Single and multiline dialers
Facebook ad creation
AI-driven follow-up
Video texting and emails
Propertybase
Best Real Estate CRM for Advanced Integrations
PROS
Robust transaction management tools
Integration with all major MLS
Unlimited cloud storage
CONS
Pricing is unavailable without contacting Propertybase
Steep learning curve
Limited customization options
Overall Score
3.65 OUT OF 5
Propertybase is an industry-specific CRM with a range of integrations just for real estate professionals, such as the ability to merge contact data with Zillow and Trulia. It also offers custom-priced IDX integration, sales reporting, and transaction recording, making this a good choice for offices wanting to combine those tools with a CRM for marketing and additional pipeline tracking. The main reason Propertybase didn’t take the top spot is its lack of an intuitive interface.
PROPERTYBASE PRICING
From $79 per user, per month; contact Propertybase for a quote
PROPERTYBASE FEATURES
Email marketing campaigns
Marketing automation
Team calendar integration with Google, Outlook, and Apple
Third-party integrations include DocuSign, GreatSchools, TestimonialTree, BombBomb, and others
Supports listing syndication
Realvolve
Best Customizable Real Estate CRM
PROS
Unlimited storage allocation
Reliable customer support
Responsive customer support
CONS
Setup takes time
More expensive than most competitors
Limited third-party software integrations
Overall Score
3.18 OUT OF 5
Realvolve is a customizable real estate CRM that enables agents to create tailored email drips, pipelines, sales processes, and more. It also features contact management and activity history, transaction management, listing management, communications log, calendar, and bulk email. However, points were deducted for Realvolve’s lack of integration with Zillow, MLS, and similar platforms.
REALVOLVE PRICING
Pro: $49 per month
Pro+: $235 per month
Team: $370 per month
Large Team: Customized
REALVOLVE FEATURES
Custom workflows
Contact management and history
Transaction management
Listing management
Calendar and tasks
Communications log
Bulk email
Top Producer
Best Real Estate CRM for Multisource Lead Consolidation
PROS
Offers IDX solutions
Captures leads from third-party sources
Follow-up coaching tool simplifies lead nurturing
CONS
Limited website design templates
Lacks dedicated mobile app
Outdated user interface
Overall Score
3.09 OUT OF 5
Top Producer is a real estate CRM software that has integrations with more than 150 real estate lead providers. Lead nurturing is enhanced by features like social insights, SMS and email management, follow-up coach, and custom follow-up rules. Its reporting tools provide listing alerts and email campaign metrics like open and click-through rates. However, we did deduct points from Top Producer for its higher pricing than similar solutions in the space.
TOP PRODUCER PRICING
Starter: $45 per user, per month
Professional: $75 per user, per month
Advanced: $85 per user, per month
TOP PRODUCER FEATURES
Social media insights on contacts
Buyer property insights
Built-in texting
Email templates
List segmentation
