Looking to streamline your real estate business? It’s time to invest in a customer relationship management (CRM) platform. Besides fitting into your budget, the best real estate CRM helps you stay organized, nurture leads, and automate daily tasks. That said, I’ve done the legwork and rounded up the best CRM systems for real estate agents.
As a real estate agent, I understand that the right CRM is imperative for managing leads, nurturing client relationships, and keeping transactions organized. To identify the best CRMs for real estate, I evaluated the top CRMs using a detailed rubric. My analysis focused on general CRM features, advanced functionality, pricing, ease of use, support options, and overall customer ratings. I also based my rankings on my experience as a real estate agent.
Check out which providers made my list:
| CRM | Best for | |
|---|---|---|
| Pipedrive | Best for email marketing | |
| Wise Agent | Best for transaction management | |
| IXACT Contact | Best for managing contacts | |
| Realvolve | Best for workflow automation | |
| Lofty | Best for lead generation and nurturing | |
| Follow Up Boss | Best for real estate teams | |
| Market Leader | Best for IDX websites | |
| Top Producer | Best for automated follow-up |
As a real estate agent, I rely on CRMs every day to manage leads, nurture client relationships, and keep transactions moving forward. I understand how quickly it can get overwhelming when you start acquiring leads, and how important it is to have a system that keeps everything organized.
Whether you’re following up with new leads or staying in touch with past clients, I know the right CRM can impact your ability to convert business and build long-term relationships. The tools you choose can make or break your workflow.
My recommendations are guided by The Close’s editorial methodology, which prioritizes accuracy, clarity, authority, objectivity, and accessibility. Every insight I provide aligns with these standards to ensure you get practical, trustworthy guidance you can rely on.
Sophia Doyle
Staff Writer – The Close
- The Close’s top picks for best real estate CRM software
- Pipedrive: Best for email marketing
- Wise Agent: Best for transaction management
- IXACT Contact: Best for contact management
- Realvolve: Best for workflow automation
- Lofty: Best for lead generation and nurturing
- Follow Up Boss: Best for real estate teams
- Market leader: Best for IDX websites
- Top Producer: Best for automated follow-up
- How to choose a real estate CRM
- Methodology: How I chose the best CRM for real estate
- Frequently asked questions (FAQs)
- Your take
The Close’s top picks for best real estate CRM software
| Pipedrive | |||
| Wise Agent | |||
| IXACT Contact | |||
| Realvolve | |||
| Lofty | |||
| Follow Up Boss | |||
| Market Leader | |||
| Top Producer | |||
| *Billed annually | |||
Pipedrive: Best for email marketing
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Helpful resource:
Learn more in our in-depth Pipedrive review.
Pipedrive starting monthly price per plan (billed annually):
- Lite: $14
- Growth: $39
- Premium: $59
- Ultimate: $79
Key features
- AI Sales Assistant: A virtual assistant to help you analyze sales data and streamline your workflow.
- Pipeline management: A highly visual platform to manage your pipeline without letting leads slip through the cracks. The dashboard is customizable, easy to use, and helps prioritize leads and deals.
Why I chose Pipedrive
Pipedrive earned the top spot because of its effective, budget-friendly email marketing. I know that real estate branding plays a huge role in how clients perceive your business – especially when you’re consistently communicating with leads and past clients. Pipedrive’s proven, customizable email templates make it easy to align messaging with your brand. The platform’s segmentation features allow you to craft personalized emails, while built-in analytics and automated follow-ups help track performance and convert leads faster. These tools facilitate targeted outreach to potential clients, enhancing your lead gen efforts.
Get started with PipedriveWise Agent: Best for transaction management
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Helpful resource:
Learn more in our in-depth Wise Agent review.
Wise Agent pricing per plan:
- Monthly: $49
- Annual: $499 (Approximately $41.58 per month, billed annually)
- Enterprise: Custom pricing (recommended for teams of 15+ agents)
Key features
- Real estate content: The platform includes an extensive library of stock photos and real estate content for text messages, emails, written letters, newsletters, postcards, and flyers. There is even an AI writing assistant to help you create content more effectively.
- Team and broker options: Although Wise Agent is often used by individual realtors, it includes multiple tools and add-ons explicitly designed for teams and brokers.
Why I chose Wise Agent
Wise Agent is a top real estate CRM that serves as a one-stop shop for agents and brokers, offering end-to-end transaction management tools. As a real estate agent, I know how quickly things can get overwhelming when you have multiple deals all at once. Staying organized and on top of every transaction is critical to keeping your pipeline flowing and your clients happy. Wise Agent helps with that by allowing you to create transaction checklists so everyone is on the same page. As a bonus, you can create customized landing pages and integrate them with multiple social media tools to reach more clients.
Get started with Wise AgentIXACT Contact: Best for contact management
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Helpful resource:
Learn more in our in-depth IXACT Contact review.
IXACT Contact pricing per plan:
- Monthly plan: $55
- Annual plan: $561 (Approximately $46.75 per month)
Key features
- Social Stream: This add-on feature allows agents to select exclusive real estate articles and videos to share with their network. While you can’t create custom content, it’s a great way to automate social media content.
- Personalized agent roadmap: This feature allows agents to set specific real estate goals within the platform and generates a plan to help agents achieve them through targeted tasks and activities.
Why I chose IXACT Contact
IXACT Contact is an excellent tool for tracking your contacts from the moment you connect with them through every transaction. You get a detailed profile for each lead, current and past clients, including their contact and family information, birthdays and anniversaries, property details, and all communication history. This is crucial for staying easily connected to your clients and maintaining good relationships. I’ve found that small touches go a long way in real estate – something as simple as sending a quick text on a client’s birthday can help rekindle a connection and lock in a client.
Get started with IXACT ContactRealvolve: Best for workflow automation
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Helpful resource:
Learn more in our in-depth Realvolve review.
Realvolve pricing per plan (billed annually):
- Essential: $59 per month
- Professional: $99 per month
- Smart Start Coaching: $2,499 (plus Professional plan) per month
Key features
- Document management: Realvolve keeps all your documents organized. Each workflow includes a comprehensive checklist of the documents required to complete a transaction.
- Integrations: The platform integrates seamlessly with widely used apps, including Google and Zapier.
Why I chose Realvolve
Realvolve simplifies your real estate hustle with automation and customizable workflows. In my experience, having structured workflows in place makes a huge difference in staying organized and keeping my deals moving – especially when I’m busy. Realvolve includes a visual dashboard, contact organization tools, and lead-nurturing strategies, along with a wide range of workflow templates and prebuilt lead sequences for buyers and sellers via email and text. It’s a perfect fit for individuals or teams looking to boost their productivity and efficiency.
Get started with RealvolveLofty: Best for lead generation and nurturing
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Helpful resource:
Learn more in our in-depth Lofty CRM review.
Lofty monthly pricing per plan:
- No upfront pricing; contact its sales team to request a quote.
Key features
- Social Studio: This built-in social media management tool allows you to create content within Lofty’s platform and automatically share it on multiple real estate social networks simultaneously.
- AI Assistant: The automated assistant helps you to become more efficient by customizing workflows, managing leads, organizing notes, setting reminders, and sending automated responses.
Why I chose Lofty
Lofty offers an extensive and impressive array of advanced lead-generation tools and features. I know how important lead exclusivity is in lead generation – knowing you’re not competing with multiple agents for the same contact makes a huge difference in conversion rates. The software provides exclusivity within your farm area, ensuring that no other Lofty agent can target the same leads as you. It automatically pulls in leads from various sources, sets up property alerts, sends regular market analyses, and matches listings with leads.
Get started with LoftyFollow Up Boss: Best for real estate teams
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Helpful resource:
Learn more in our in-depth Follow Up Boss review.
Follow Up Boss starting price per plan (billed annually):
- Grow: $58 per month per user (includes two months free)
- Pro: $416 per month (includes 10 users)
- Platform: $833 per month (includes 30 users)
Key features
- Networking and events: Join the Follow Up Boss (FUB) Success Community to connect with fellow real estate agents and gain access to exclusive events, including Level Up masterminds and FUBCON.
- Dialer: FUB allows users to dial directly through the CRM from desktop and mobile. Tired of dialing? Agents can build a calling queue, and the system automatically moves down the list, calling one lead after the next.
Why I chose Follow Up Boss
Follow Up Boss is a well-known real estate CRM that I have personally used, with all the makings to support individual agents and teams. FUB offers 250-plus integrations and features, including email drip campaigns, text automation, and built-in dialing. The platform’s collaboration features are built in, including public comments, communication reports, lead distribution, and visual tracking for each agent and each lead. If you are building a team, Follow Up Boss is a no-brainer.
Get started with Follow Up BossMarket leader: Best for IDX websites
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Helpful resource:
Learn more in our in-depth Market Leader review.
Market Leader starting price per plan (billed annually):
- Market Leader Professional (for individual agents): $189 per month (additional service fee may be required)
- Market Leader Teams (for small real estate teams): $329 per month (10 users)
- Market Leader Business Suite (for teams and brokerages): Custom pricing
Key features
- IDX website builder: Allows agents to create customizable, lead-capture real estate websites with IDX integration, including Multiple Listing Service (MLS) listings.
- Network Boost: For an additional fee, this feature allows agents to create and manage targeted social campaigns to generate leads.
Why I chose Market Leader
Market Leader is a great option for agents looking to capture and nurture leads on a single platform. The customizable IDX website builder enables agents to create a branded website that elevates their visibility and captures clients actively searching. I’ve found that starting the conversation with a lead immediately is key to converting them, so I was especially happy to see that the CRM includes an automated welcome email to kick off that initial connection. Beyond that, it offers automated lead nurturing, listing alerts, monthly newsletters, and behavior-based alerts.
Get Started with Market LeaderTop Producer: Best for automated follow-up
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Helpful resource:
Learn more in our in-depth Top Producer Review.
Top Producer starting price per plan:
- Pro: $179 per month
- Pro + Leads: $479 per month (costs may vary depending on volume)
- Pro + Farming: $599 per month (costs may vary depending on farm size)
- Pro Team 5: $399 per month (5 users)
- Pro Tems 10: $699 per month (10 users)
- Pro Teams 25: $1,199 per month (25 users)
Key features
- Smart Plans: Automated workflow sequences that create a follow-up schedule and plan, including emails, SMS messages, status updates, and reminders.
- MLS integration: Direct MLS integration allows agents to search for and import listings directly from your local MLS.
Why I chose Top Producer
I know that figuring out when to follow up with a client can be overwhelming. Top Producer takes the guesswork out of client communications by offering a variety of nurturing tools. The CRM’s Follow-Up Coach provides daily suggestions on which clients to contact and suggested touch-points. Using this tool, agents can feel confident they are staying top of mind and not missing opportunities.
Get started with Top ProducerHow to choose a real estate CRM
When choosing the best CRM for your real estate business, it’s essential to consider features that align with your goals, needs, and budget. Here are some key aspects to focus on:
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Automation:
A robust CRM automates repetitive tasks like follow-ups and drip campaigns. So, ensure your CRM saves you time and effort to maximize efficiency.
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Lead generation:
Ensure your CRM captures and manages leads from various sources, including websites and social media.
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Contact management:
CRMs that offer such features make it easier to connect with clients. Organizing and segmenting your contacts by criteria, such as location and property preferences, enables you to personalize communications.
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Third-party integrations:
Your CRM should integrate seamlessly with tools you already use, such as email platforms and social media channels. This connectivity maintains data consistency across your systems.
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Mobile accessibility:
Most agents nowadays are always on the go, so having mobile access to your CRM is vital. A mobile-compatible CRM helps you retrieve client information, manage tasks, and communicate with contacts anytime, anywhere.
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Customer support:
Every CRM has a learning curve, so reliable customer support is essential. Opt for a CRM that offers comprehensive onboarding and training to help you maximize its features and quickly resolve any issues.
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Scalability:
Choose a CRM that can grow with your business and accommodate an expanding client base without requiring a platform change.
Methodology: How I chose the best CRM for real estate
Our methodology at The Close ensures that our professionals, writers, and editors thoroughly analyze each platform. We meticulously evaluate the features, usability, integration capabilities, performance, and affordability of the best real estate CRM.
We selected the most effective and reliable CRM software for real estate agents to support business growth and success. This rigorous process ensures that our recommendations help agents streamline operations, enhance client interactions, and achieve business goals.
Detailed criteria included the following to determine the best real estate CRM:
- General CRM Features (25%)
- Basic features include contact management, text and email capabilities, task management, task reminders and notifications, lead management, pipeline or dashboard customization, audience segmentation, transaction management, and integrations.
- Advanced CRM Features (25%)
- This includes listing management, customized reports and analytics, document management and storage, AI lead assistance or lead automation, team management, marketing tools, social media integrations, and mobile apps.
- Pricing (15%)
- I reviewed, updated, and evaluated each CRM’s pricing, subscription plans, and availability of free trials and bulk discounts.
- Ease of Use (10%)
- I evaluated each CRM’s user interface, customization, and ease of operation and setup.
- Help & support (5%)
- If real estate agents need additional support, customer service channels such as live chat, phone, email, and ticket systems are necessary.
- Customer rating (10%)
- I collected information from multiple third-party sources to determine how real users have rated each CRM.
- Expert score (10%)
- Based on my experience, I assigned a value based on standout features that benefit real estate agents.
Frequently asked questions (FAQs)
The basic setup for a new CRM typically takes only a few hours. More advanced features, customization, and automation can take several days or weeks, depending on complexity. From personal experience, switching CRM systems and importing a large number of leads can take up to a month to set up.
While real estate CRM pricing can vary a lot, you’ll find that most great options cost at least $30 per month. Costs can add up if you’re unsure what you need, so take advantage of free trials before committing to a long-term subscription. If you’re a new agent and don’t have a budget yet, check out our list of the best free real estate CRM systems.
Choosing the right CRM for your business is a highly personal decision. Before deciding on a CRM, ask yourself what you prioritize for your business, whether that’s a mobile app, a website builder, or automated lead nurturing. Compare pricing and features, and take advantage of free trials.
Your take
The top real estate CRMs are as different as the individual agents who make up the industry. Use our guide to help you make the best choice for your business needs. Consider the most important features and use the free trials to find what clicks.
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