If you’re a real estate agent, you already know how chaotic things can get—managing leads, juggling property showings, and staying on top of follow-ups while trying to close deals. Missed opportunities often come down to one thing: a lack of a proper system. That’s where CRMs for real estate agents step in.
We reviewed dozens of platforms and narrowed it down to the 20 best CRMs for real estate agents in 2025. Whether you’re a solo agent looking to streamline client communication, a small brokerage managing multiple listings, or a large team handling high-volume leads, this list has something for you.
The numbers don’t lie. According to Salesforce, CRM adoption can improve sales productivity by 29%. The National Association of Realtors (NAR) reported in 2024 that 91% of agents using a CRM experienced stronger client retention. In an industry where relationships equal revenue, the right CRM isn’t just a tool—it’s your secret weapon for more listings, more referrals, and more closings.
What is a Real Estate CRM?
A real estate CRM is software designed to help agents and brokerages manage client relationships, track leads, and automate communication. Unlike generic CRMs, these platforms come with real estate–specific features like MLS integration, IDX websites, automated property alerts, and pipeline tracking.
For agents, the benefits are crystal clear:
- No lead slips through the cracks.
- Follow-ups happen automatically.
- You gain visibility into which deals are hot and which need nurturing.
- Marketing campaigns run on autopilot.
- Team collaboration becomes smooth, even when handling multiple properties.
At its core, a CRM helps you turn cold leads into warm clients, build lasting relationships, and ultimately close more deals.
Quick Comparison Table
We chose these decision-making metrics—best use case, pricing, trial availability, key feature, and rating—because real estate professionals value affordability, time-to-value, ease of use, and trust from peer reviews.
| Tool | Best For | Starting Price | Free Trial? | Key Unique Feature | Rating |
| Follow Up Boss | Solo Agents | $69/mo | Yes | Lead Routing | 4.8 |
| LionDesk | Small Teams | $25/mo | Yes | Video Emails | 4.6 |
| Wise Agent | Realtors | $32/mo | Yes | MLS Integration | 4.7 |
| Real Geeks | Lead Gen Focus | $299/mo | Yes | IDX Websites | 4.5 |
| Top Producer | Long-term Clients | $45/mo | Yes | Smart Drip Campaigns | 4.4 |
| kvCORE | Brokerages | $499/mo | Yes | All-in-One Platform | 4.6 |
| RealtyJuggler | Budget Agents | $15/mo | Yes | Simple UI | 4.2 |
| Zoho CRM | Customization | $14/mo | Yes | Workflow Automation | 4.5 |
| HubSpot CRM | Free Option | $0 | Yes | Contact Management | 4.7 |
| Salesforce | Enterprises | $25/mo | Yes | Advanced Automation | 4.4 |
| Pipedrive | Pipeline Management | $15/mo | Yes | Visual Sales Pipeline | 4.6 |
| Freshsales | AI Features | $18/mo | Yes | Lead Scoring | 4.5 |
| BoomTown | Lead Nurturing | $1,000/mo | No | Predictive CRM | 4.6 |
| Market Leader | Lead Acquisition | $139/mo | Yes | Built-in Leads | 4.3 |
| Contactually | Relationship Management | $69/mo | Yes | Sphere Management | 4.5 |
| IXACT Contact | Realtors | $33/mo | Yes | Marketing Automation | 4.6 |
| CINC | Large Teams | $599/mo | No | IDX + CRM Combo | 4.5 |
| Realvolve | Advanced Users | $94/mo | Yes | Workflow Automation | 4.6 |
| Propertybase | Brokerages | $79/mo | Yes | Salesforce-Powered | 4.7 |
| Apptivo CRM | Flexibility | $10/mo | Yes | Custom Modules | 4.4 |
Best CRMs for Real Estate Agents in 2025
Below, you’ll find detailed breakdowns of each CRM—what makes them different, who they’re best for, and how they can help you close more deals without drowning in admin work.
1. Follow Up Boss – Best for Solo Agents Who Want Smarter Lead Routing
Follow Up Boss is one of the most popular CRMs for real estate agents who want a straightforward platform to manage incoming leads and client communication. Known for its speed and clean interface, it’s widely used by solo agents and small teams who need instant lead routing and automated follow-ups without overcomplicating things.
Key Features
Smart Lead Routing
Follow Up Boss automatically assigns leads based on rules you set—whether by location, source, or agent availability. This ensures no prospect waits too long for a response, which can mean the difference between landing a deal and losing it.
Automated Text and Email Drips
You can set up drip campaigns to nurture leads with personalized texts and emails. This keeps you top of mind while reducing the manual follow-up work that eats into selling time.
Integrated Dialer
The built-in dialer lets you call leads directly from the CRM. Calls are logged automatically, giving you a complete record of interactions without extra admin work.
Team Inbox
For teams, the shared inbox ensures no messages slip through the cracks. Every inquiry gets tracked, making collaboration easier and preventing missed opportunities.
Reporting and Analytics
Get insights into where your leads are coming from, how fast they’re being contacted, and which campaigns convert best. Data-driven decisions mean you focus your efforts where ROI is highest.
Pros & Cons
| Pros | Cons |
| Simple, intuitive design | Pricier than entry-level CRMs |
| Fast lead response times | Limited advanced marketing tools |
| Strong automation | No built-in IDX websites |
| Great for teams & solo agents | Requires integrations for MLS |
Pricing
- Starter Plan: $69/month
- Growth Plan: $499/month
- Pro Plan: $1,000/month+
(14-day free trial available)
Best For Solo Agents & Small Teams
- Solo agents — Want faster lead response without tech headaches.
- Small teams — Need a shared inbox to track conversations.
- New agents — Looking for an intuitive system that’s easy to learn.
Follow Up Boss is perfect for agents who want speed and simplicity without sacrificing automation.
Unique Tip
Use the “First-to-Claim” feature for competitive markets. It lets the first available agent grab a hot lead instantly—ideal for brokerages in fast-moving cities.
Best Alternate Tool
If you’re on a tighter budget but want similar functionality, Wise Agent is a strong alternative with comparable automation features at a lower cost.
2. LionDesk – Best for Small Teams Using Video Emails
LionDesk is a CRM built with communication at its core. Popular among small real estate teams, it stands out for its video email and text capabilities. Agents love how it helps nurture leads more personally, which is critical when dealing with competitive markets where relationships matter as much as listings.
Key Features
Video Email & Text Messaging
Send video emails and texts directly from the CRM. This feature makes outreach more personal and helps agents stand out in a crowded inbox or messaging app.
Drip Campaigns
LionDesk allows you to create automated drip campaigns combining email, text, and video. Leads are engaged consistently without requiring constant manual effort.
Contact & Lead Management
The platform stores and organizes leads, tracks interactions, and segments clients for better targeting. You always know where a prospect stands in your pipeline.
Power Dialer
The built-in dialer allows quick call sessions with automatic logging. It’s perfect for agents making large volumes of prospecting calls daily.
Transaction Management
Manage deals and track progress from listing to closing inside the CRM. Documents, notes, and timelines stay organized in one central place.
Pros & Cons
| Pros | Cons |
| Affordable pricing | Interface feels dated |
| Video messaging built-in | Advanced features need higher tiers |
| Strong automation tools | Limited MLS integrations |
| Great for small teams | Learning curve for setup |
Pricing
- Starter Plan: $25/month
- Pro Plus: $49/month
- Elite Plan: $99/month
(30-day free trial available)
Best For Small Real Estate Teams
- Small agencies — Need affordable automation with multimedia communication.
- Agents focusing on relationships — Want to send personalized video outreach.
- Teams managing transactions — Prefer one system for communication and deal tracking.
LionDesk is ideal if your team values personal, multimedia-driven communication that helps build stronger client relationships.
Unique Tip
Record quick property walk-throughs or “market updates” as video texts to send directly to leads. This positions you as a go-to resource while showcasing properties creatively.
Best Alternate Tool
If video isn’t your focus and you want a low-cost CRM for transaction tracking, RealtyJuggler is a simpler alternative with budget-friendly pricing.
3. Wise Agent – Best for Realtors Who Need MLS Integration
Wise Agent has been a trusted name in the real estate CRM world for years. It’s designed specifically for realtors and offers a balanced mix of affordability, MLS integration, and marketing automation. Many agents love it because it feels like a platform built just for real estate rather than a general business CRM that’s been repurposed.
Key Features
MLS Integration
Wise Agent syncs directly with your MLS, making property updates seamless. You can quickly share listings with clients without juggling multiple platforms.
Marketing Automation
Create email drip campaigns, newsletters, and text blasts to stay top of mind with leads and past clients. The templates are prebuilt for real estate, so you’re not starting from scratch.
Contact Management
The contact database organizes clients with tags, custom fields, and activity tracking. This ensures you always know who to reach out to and when.
Task & Calendar Management
Keep track of appointments, showings, and reminders with a built-in calendar that syncs with Google and Outlook.
Document Storage
Upload and store important documents, contracts, and disclosures securely inside the CRM. Everything you need stays in one central hub.
Pros & Cons
| Pros | Cons |
| Affordable with strong features | Interface could use a refresh |
| MLS integration built-in | No IDX websites included |
| Real estate–specific tools | Limited advanced analytics |
| Solid automation | Mobile app less robust |
Pricing
- Monthly Plan: $32/month
- Annual Plan: $326/year
(Free trial available)
Best For Realtors Needing MLS Sync
- MLS-heavy agents — Need property data updated automatically.
- Agents who want ready-to-use marketing templates — Save time with prebuilt campaigns.
- Budget-conscious realtors — Affordable pricing with essential features.
Wise Agent is best for agents who want MLS integration without breaking the bank, making it a favorite for traditional realtors.
Unique Tip
Use Wise Agent’s referral tracking feature to keep tabs on clients referred by past customers. This ensures you follow up consistently and generate repeat business.
Best Alternate Tool
If you want something with IDX website capabilities built in, Real Geeks is a solid alternative with strong lead generation features.
4. Real Geeks – Best for Lead Generation and IDX Websites
Real Geeks is more than just a CRM—it’s a complete lead generation platform built specifically for real estate professionals. It combines IDX-enabled websites, marketing automation, and CRM functionality in one system. Agents who want a steady flow of online leads and a way to nurture them find Real Geeks a powerful choice.
Key Features
IDX Websites
Real Geeks provides customizable IDX websites that allow buyers to search properties directly on your site. This keeps leads in your ecosystem instead of browsing on Zillow or Realtor.com.
Lead Manager CRM
The CRM captures, organizes, and tracks every lead that comes through your site or ad campaigns. With smart filters, you can prioritize hot leads and follow up faster.
Property Valuation Tool
A built-in lead magnet that gives visitors instant home value estimates. This attracts seller leads and positions you as the expert to contact when they’re ready to list.
Marketing Automation
Email and text campaigns can be set up to nurture leads at scale. Automated property alerts keep prospects engaged and coming back to your site.
Facebook & Google Ads Integration
Run ads directly through Real Geeks and have the leads flow seamlessly into your CRM. This saves agents time and reduces manual lead import hassles.
Pros & Cons
| Pros | Cons |
| All-in-one platform (CRM + IDX + ads) | Higher starting price |
| Great for generating new leads | Learning curve for setup |
| Built-in seller lead tools | Customization is limited |
| Automated follow-ups | Requires long-term contract |
Pricing
- Platform Fee: $299/month
- Optional add-ons: Vary depending on ad spend and extras
(Free trial available)
Best For Agents Focused on Lead Gen
- Agents who want consistent online leads — IDX websites capture buyers and sellers.
- Teams that need marketing + CRM in one — Centralized workflow reduces tool switching.
- Agents investing in ads — Seamless Facebook and Google integration saves time.
Real Geeks is ideal for agents ready to invest in lead generation and want an integrated solution to capture, nurture, and convert prospects.
Unique Tip
Leverage the property valuation tool on your IDX site as a lead magnet. Promote it on social media to attract homeowners who may be thinking about selling.
Best Alternate Tool
If you want IDX websites plus more advanced brokerage management features, kvCORE is a stronger (though pricier) alternative.
5. Top Producer – Best for Long-Term Client Nurturing
Top Producer is a CRM designed to help agents stay connected with clients for the long haul. While many CRMs focus on quick lead conversions, Top Producer emphasizes nurturing relationships for repeat business and referrals. With over 30 years in the real estate tech space, it remains a trusted name among agents who want to build a sustainable pipeline.
Key Features
Smart Drip Campaigns
Top Producer offers ready-made drip campaigns specifically customised for real estate. These long-term nurture sequences ensure past clients and cold leads don’t get forgotten.
Market Snapshot Reports
Send personalized market updates that show property trends and neighborhood activity. This positions you as the go-to local expert while keeping you top of mind.
Contact Database
Manage thousands of clients with tagging, categorization, and activity tracking. The CRM makes it easy to segment leads by interest level or buying timeline.
MLS Connectivity
Syncs with over 150 MLSs nationwide, keeping listings accurate and updated without manual input.
Follow-Up Coach
This feature prompts you daily with the most important people to contact, helping agents maintain consistent outreach habits.
Pros & Cons
| Pros | Cons |
| Great for client retention | Interface feels dated |
| MLS integration across many markets | Pricing is mid-range |
| Strong prebuilt campaigns | Not ideal for heavy lead generation |
| Focuses on repeat business | Learning curve for setup |
Pricing
- Starter Plan: $45/month
- Advanced Plans: Custom pricing for larger teams
(Free trial available)
Best For Agents Focused on Referrals & Repeat Clients
- Veteran agents — Want to turn past clients into a steady referral source.
- Relationship-driven realtors — Prefer building long-term loyalty.
- Agents in slower markets — Need to nurture leads over longer sales cycles.
Top Producer shines when the goal is staying relevant for years, not just weeks. If you want referrals and repeat clients, this CRM delivers.
Unique Tip
Use Market Snapshot Reports as a lead magnet on your website. Homeowners love seeing neighborhood trends, and it positions you as the local market authority.
Best Alternate Tool
If you want more advanced automation plus IDX site capabilities, kvCORE offers a more modern, all-in-one alternative.
6. kvCORE – Best for Brokerages and All-in-One Real Estate Operations
kvCORE is often called the powerhouse of real estate CRMs because it goes beyond client management. It’s an all-in-one platform designed for brokerages, teams, and high-performing solo agents who need lead generation, IDX websites, and full-scale automation under one roof. Its depth of features makes it a favorite for organizations that want everything centralized.
Key Features
IDX Websites
kvCORE provides customizable, mobile-friendly IDX websites that capture leads directly. They’re designed to rank on Google and generate organic traffic while keeping clients engaged.
Smart CRM with Behavioral Automation
The system automatically analyzes client behavior, such as saved searches or property views, and triggers personalized follow-ups. This means hot leads never go cold.
Lead Engine
From landing pages and squeeze pages to Facebook and Google ads, kvCORE has built-in tools for generating leads without needing external software.
Transaction Management
Track deals from offer to close inside the platform. You can manage contracts, timelines, and communication in one place.
Marketplace Integrations
kvCORE offers a marketplace with add-ons like text messaging, power dialers, and integrations with third-party real estate tools.
Pros & Cons
| Pros | Cons |
| All-in-one solution | Expensive for small teams |
| Powerful automation | Can feel overwhelming |
| IDX + lead gen included | Customization requires tech know-how |
| Scalable for brokerages | Long onboarding process |
Pricing
- Platform Fee: Starts at $499/month
- Custom brokerage pricing available
(Free trial available)
Best For Brokerages & High-Volume Teams
- Brokerages — Want one platform to handle websites, CRM, and lead gen.
- Large teams — Need automation to handle high lead volume.
- Growth-focused agents — Willing to invest in a complete system.
kvCORE is best for serious agents and brokerages who want one central hub for marketing, sales, and client management.
Unique Tip
Use behavioral automation triggers (like property views) to reach out with perfectly timed texts or emails. It dramatically increases your chances of engaging a hot lead.
Best Alternate Tool
For agents who want IDX websites and automation but at a lower entry cost, Real Geeks is a leaner alternative.
7. RealtyJuggler – Best for Agents on a Budget
RealtyJuggler is one of the most affordable CRMs for real estate agents, making it a popular choice for new agents or those who prefer simplicity over complex automation. While it doesn’t come with flashy extras, it provides all the essentials—contact management, task reminders, and transaction tracking—at a fraction of the price of larger platforms.
Key Features
Affordable Pricing
At just $15/month, RealtyJuggler is one of the lowest-cost CRMs built specifically for real estate. It’s ideal for agents who want to stay organized without heavy overhead.
Contact Management
Keep track of prospects, past clients, and leads with detailed profiles. You can log calls, emails, and notes so you never lose context in your conversations.
Transaction Tracking
Manage offers, contracts, and closings within the system. Each deal has its own dashboard so you can monitor progress and deadlines.
Task Reminders
The calendar and reminders help you stay on top of appointments, client check-ins, and follow-ups. It syncs with Google and Outlook for added convenience.
Letter & Flyer Templates
Includes built-in templates for real estate flyers, letters, and mailings—great for agents who still use traditional marketing alongside digital tools.
Pros & Cons
| Pros | Cons |
| Very low cost | Limited automation |
| Easy to learn | No IDX website options |
| Real estate–specific features | Interface is basic |
| Good for new agents | Lacks advanced reporting |
Pricing
- Flat Fee: $15/month
(Free 90-day trial available)
Best For Budget-Conscious Agents
- New agents — Need an affordable way to stay organized.
- Solo realtors — Want a simple system without overwhelming features.
- Agents who rely on traditional marketing — Benefit from built-in flyer templates.
RealtyJuggler is best for agents who want a no-frills, cost-effective CRM that covers the basics without overcomplicating things.
Unique Tip
Use RealtyJuggler’s transaction reminders to set up automatic checklists for every deal. This keeps you consistent across transactions and reduces missed steps.
Best Alternate Tool
If you want a budget-friendly CRM but with more modern automation, Zoho CRM offers powerful workflow features at a comparable entry price.
8. Zoho CRM – Best for Customization and Workflow Automation
Zoho CRM is a versatile platform that works across industries, but it has gained popularity among real estate agents because of its flexibility and affordability. Unlike some real estate–only CRMs, Zoho allows deep customization of workflows, dashboards, and pipelines. It’s especially useful for agents who want to design their own sales process rather than follow a fixed template.
Key Features
Custom Workflows
Zoho lets you build automated workflows that match your exact real estate process—whether it’s new lead intake, property showings, or post-closing follow-ups.
AI-Powered Insights
With its AI assistant, Zia, Zoho can predict lead scoring, identify the best time to follow up, and even detect sentiment in client communication.
Multi-Channel Communication
Communicate with clients via email, text, phone, and even social media—all logged inside the CRM so you have a complete history.
Reporting & Analytics
Detailed reports and dashboards show which marketing campaigns, referral sources, or agents are performing best. You can track conversion rates at each pipeline stage.
Integration Ecosystem
Zoho integrates with over 500 third-party tools, including real estate–specific apps. This flexibility makes it easy to connect MLS feeds, email marketing platforms, or ad tools.
Pros & Cons
| Pros | Cons |
| Highly customizable | Can feel complex for beginners |
| Affordable pricing | Not real estate–specific out of the box |
| AI-powered features | Requires setup for MLS integrations |
| Strong reporting | Advanced features need higher tiers |
Pricing
- Standard Plan: $14/month
- Professional Plan: $23/month
- Enterprise Plan: $40/month
- Ultimate Plan: $52/month
(Free trial available)
Best For Agents Who Want Flexibility
- Tech-savvy agents — Prefer to customize workflows and dashboards.
- Teams needing cross-platform integrations — Benefit from Zoho’s vast ecosystem.
- Agents using multi-channel outreach — Manage all communications in one hub.
Zoho CRM is ideal for real estate professionals who want an affordable, flexible system that adapts to their business model instead of forcing them into a rigid structure.
Unique Tip
Use Zoho’s AI assistant, Zia, to prioritize hot leads by predicted closing probability. This ensures your time goes into conversations most likely to generate commissions.
Best Alternate Tool
If you prefer a free, plug-and-play option with real estate add-ons, HubSpot CRM is a great alternative that’s easier to get started with.
9. HubSpot CRM – Best Free Option for Real Estate Agents
HubSpot CRM is one of the most popular free CRMs available, and many real estate agents use it as a starting point before upgrading to more advanced tools. Its strength lies in simplicity, scalability, and a generous free plan that covers contact management, email tracking, and deal pipelines. For agents on a budget who want modern features without upfront cost, HubSpot is hard to beat.
Key Features
Free CRM Plan
The free version includes contact management, email tracking, live chat, and a visual sales pipeline. It’s more than enough for solo agents just getting started.
Visual Pipeline Management
HubSpot’s drag-and-drop pipeline lets you easily track where every deal stands. You can create stages that match your real estate process, from new lead to closed transaction.
Email Tracking & Templates
Know when leads open your emails and click on links. Create templates for common responses like showing confirmations or follow-up notes.
Integration-Friendly
HubSpot integrates with hundreds of apps, including Zillow, Gmail, Outlook, and other real estate tools, making it easy to keep all systems connected.
Marketing & Sales Hub Upgrades
For agents who grow beyond the free plan, HubSpot offers advanced marketing automation, ad tracking, and reporting as part of its paid hubs.
Pros & Cons
| Pros | Cons |
| Generous free plan | Paid tiers get expensive |
| Easy to use | Not real estate–specific |
| Strong integrations | MLS integration requires third-party apps |
| Scales with your business | Advanced automation limited in free plan |
Pricing
- Free CRM: $0
- Starter Plan: $20/month
- Professional Plan: $500/month
- Enterprise Plan: $1,200/month
(Free forever plan available)
Best For Agents Who Want a Free Start
- Solo agents on a budget — Great entry-level CRM at no cost.
- Growing teams — Can scale up to advanced tools as business grows.
- Agents using Gmail/Outlook — Benefit from seamless integrations.
HubSpot CRM is the best free option for agents who want a modern, easy-to-use system with room to scale as their business expands.
Unique Tip
Use HubSpot’s free live chat widget on your website to capture leads instantly. Pair it with email alerts so you can respond in real time and never miss an opportunity.
Best Alternate Tool
If you prefer a low-cost but more real estate–specific option, Wise Agent gives you MLS integration and prebuilt campaigns at a modest price.
10. Salesforce – Best for Enterprises and Large Real Estate Teams
Salesforce is the world’s leading CRM and is widely used across industries, including real estate. While it’s not designed exclusively for realtors, its scalability and customization make it a powerful option for large brokerages and enterprise-level teams. With the ability to integrate MLS data, automate workflows, and build custom dashboards, Salesforce is a serious platform for organizations that want full control over their operations.
Key Features
Advanced Automation
Salesforce allows highly complex workflows that can automate everything from lead routing to follow-ups and post-closing communications.
Customizable Dashboards
Every brokerage or team can build dashboards customised to their KPIs—whether it’s new listings, lead conversions, or referral tracking.
MLS & App Integrations
Through Salesforce AppExchange, you can integrate MLS data, property management tools, and real estate-specific add-ons.
AI-Powered Insights with Einstein
Salesforce Einstein uses AI to score leads, predict outcomes, and recommend the best actions for agents.
Scalability
Whether you’re a solo agent or a 1,000-agent brokerage, Salesforce scales with your business, making it future-proof for growing organizations.
Pros & Cons
| Pros | Cons |
| Extremely customizable | Expensive compared to others |
| Scalable for large teams | Setup is complex |
| Powerful reporting tools | Requires training to use effectively |
| Strong ecosystem of integrations | Overkill for solo agents |
Pricing
- Essentials Plan: $25/month
- Professional Plan: $80/month
- Enterprise Plan: $165/month
- Unlimited Plan: $330/month
(Free trial available)
Best For Brokerages & Enterprises
- Large brokerages — Need custom workflows and advanced reporting.
- Teams with in-house IT — Can manage Salesforce’s setup and customization.
- Growth-focused firms — Looking for a CRM that won’t need replacing as they scale.
Salesforce is best suited for organizations with the resources to configure it properly. It’s unmatched in power and scalability but may be too heavy for solo agents.
Unique Tip
Use Salesforce Einstein to predict which leads are most likely to convert. This ensures your agents prioritize their time on the highest-value opportunities.
Best Alternate Tool
If you want advanced automation but at a lower cost and with less setup, Freshsales is a leaner alternative with AI-driven features.
11. Pipedrive – Best for Visual Pipeline Management
Pipedrive is a sales-focused CRM known for its clean, visual pipeline interface. Real estate agents like it because it makes tracking deals intuitive—just drag and drop leads across pipeline stages. While it’s not real estate–specific out of the box, its affordability, ease of use, and customization options make it a strong choice for agents who want clarity and speed in their sales process.
Key Features
Visual Sales Pipeline
The drag-and-drop interface gives you a clear picture of where every deal stands. You can customize stages to match your real estate sales cycle, from new inquiry to closed deal.
Email Integration
Pipedrive integrates with Gmail and Outlook, logging all client emails automatically so you never lose track of conversations.
Workflow Automation
Automate repetitive tasks like sending follow-up emails, assigning tasks, or moving deals to the next stage when conditions are met.
Reporting & Forecasting
Get reports on conversion rates, deal value, and sales forecasts. This helps agents understand what activities drive the most revenue.
Mobile App
The mobile app is one of Pipedrive’s strengths—agents can update pipelines, log calls, and respond to leads while on the go.
Pros & Cons
| Pros | Cons |
| Intuitive visual pipeline | Not built specifically for real estate |
| Affordable pricing | No built-in MLS or IDX |
| Easy to customize | Limited marketing automation |
| Excellent mobile app | Advanced features require higher tiers |
Pricing
- Essential Plan: $15/month
- Advanced Plan: $29/month
- Professional Plan: $59/month
- Enterprise Plan: $119/month
(Free trial available)
Best For Agents Who Want Simplicity
- Solo agents — Need a straightforward pipeline to track deals.
- Busy agents — Appreciate a strong mobile app for on-the-go updates.
- Small teams — Want a low-cost, easy-to-use system.
Pipedrive is perfect for agents who want a visual, no-fuss CRM that keeps deals organized without unnecessary complexity.
Unique Tip
Create separate pipelines for buyers, sellers, and referrals. This way, you can manage different deal types more effectively while still keeping everything in one system.
Best Alternate Tool
If you want similar simplicity but real estate–specific features like MLS integration, Wise Agent is a great alternative.
12. Freshsales – Best for AI-Driven Lead Scoring
Freshsales (part of the Freshworks suite) is a CRM that combines affordability with advanced features like AI-powered lead scoring and automation. Real estate agents appreciate its modern interface, strong mobile app, and built-in phone/email capabilities. It’s especially useful for agents who want smarter insights into which leads are most likely to convert.
Key Features
AI-Powered Lead Scoring
Freshsales uses AI to score leads based on behavior, engagement, and history. This helps agents prioritize hot prospects and avoid wasting time on cold ones.
Built-in Communication Tools
The CRM includes built-in phone, email, and chat features, so you can contact leads without leaving the platform. Every interaction is logged automatically.
Automation Workflows
Set up automations for tasks like sending welcome emails, assigning leads, or scheduling follow-ups. This reduces manual workload and keeps your pipeline moving.
Sales Sequences
Freshsales allows you to build multi-step outreach sequences using email, calls, and reminders. Perfect for nurturing leads until they’re ready to act.
Mobile App
The mobile app lets you update pipelines, log calls, and send emails while on the go—important for busy agents constantly out at showings.
Pros & Cons
| Pros | Cons |
| Affordable with strong features | Not real estate–specific |
| AI-driven lead scoring | MLS integration requires workarounds |
| Built-in calling & email | Marketing automation limited in lower tiers |
| Intuitive design | Some features locked behind higher plans |
Pricing
- Growth Plan: $18/month
- Pro Plan: $47/month
- Enterprise Plan: $83/month
(Free trial available)
Best For Agents Who Want Smarter Lead Prioritization
- Agents handling high lead volume — Need to know which leads deserve attention first.
- Tech-savvy agents — Want to use AI insights to improve conversions.
- Teams that need built-in calling — Save time with all communication inside the CRM.
Freshsales is ideal for agents who want an affordable CRM with AI features that make lead prioritization smarter and more efficient.
Unique Tip
Use Freshsales’ sales sequences to set up multi-channel nurture campaigns. Mixing calls, emails, and reminders increases conversion rates compared to email alone.
Best Alternate Tool
If you want AI features but also IDX website integration, BoomTown is a stronger (though more expensive) alternative.
13. BoomTown – Best for Lead Nurturing at Scale
BoomTown is a premium real estate CRM built to handle large volumes of leads. It combines IDX-enabled websites, marketing automation, and predictive CRM tools to help agents and teams not just generate leads but nurture them over time. It’s favored by brokerages and high-performing teams that invest heavily in online lead generation.
Key Features
Predictive CRM
BoomTown uses predictive analytics to identify which leads are most likely to take action soon. This ensures agents spend their time on prospects with the highest potential.
IDX Websites
The platform includes IDX-powered websites that are optimized for lead capture and user experience, keeping buyers and sellers engaged with property searches.
Automated Follow-Up
From drip campaigns to personalized property alerts, BoomTown automates communication so leads stay warm even if they’re not ready to buy or sell immediately.
Lead Matching & Distribution
Teams can assign leads automatically based on rules such as location, price range, or agent availability, ensuring efficient lead management.
Training & Support
BoomTown provides robust onboarding and training programs to help agents and teams get the most out of the system.
Pros & Cons
| Pros | Cons |
| Great for large lead volumes | Expensive compared to others |
| Predictive analytics built-in | Overkill for solo agents |
| IDX websites included | Requires long-term contract |
| Strong automation | Learning curve for setup |
Pricing
- Platform Fee: Starts at $1,000/month
- Pricing varies based on team size and package
(No free trial)
Best For Teams With Heavy Lead Flow
- Large teams — Need advanced distribution and lead tracking.
- Brokerages — Want a full-scale platform combining websites and CRM.
- Agents investing in ads — Benefit from predictive analytics to qualify leads.
BoomTown is best for organizations that want to scale lead nurturing efforts and have the budget to invest in a robust system.
Unique Tip
Use BoomTown’s predictive lead scoring to create a “hot list” of contacts each day. Agents can focus efforts where deals are most likely to close.
Best Alternate Tool
If you want strong nurturing tools but at a lower entry cost, IXACT Contact is a more affordable alternative with solid automation.
14. Market Leader – Best for Agents Who Want Built-In Leads
Market Leader sets itself apart by not only providing a CRM but also offering built-in leads as part of its service. Agents who don’t want to spend time running ads or generating their own leads find this platform especially valuable. It’s widely used by solo agents and small teams who prefer a steady flow of buyer and seller inquiries.
Key Features
Built-In Leads
Market Leader provides exclusive leads in your chosen ZIP codes, helping agents focus on follow-up instead of running ads.
Contact Management
Organize and track all leads in the CRM with activity logs, notes, and communication history so no opportunity is missed.
Automated Marketing Campaigns
Send automated emails, texts, and property alerts to nurture leads over time, ensuring consistent engagement.
Website Integration
Includes a customizable agent website with IDX search, giving buyers the ability to browse listings while capturing their details.
Listing Marketing Tools
Generate single-property websites, virtual tours, and email campaigns directly from the CRM to promote listings.
Pros & Cons
| Pros | Cons |
| Built-in lead supply | Leads can be costly |
| IDX-enabled website included | Exclusive ZIP codes sell out fast |
| Automated marketing | Long-term contracts |
| Good for new agents | Leads vary in quality |
Pricing
- CRM + Website: $139/month
- Leads package: Pricing varies by ZIP code and market demand
(Free trial available)
Best For Agents Who Want Done-For-You Leads
- New agents — Don’t have time or skills for lead generation.
- Solo realtors — Want a steady flow of inquiries without ad management.
- Agents in competitive markets — Need exclusive ZIP-based leads.
Market Leader is best for agents who prefer to outsource lead generation and focus purely on nurturing and closing.
Unique Tip
Pair Market Leader’s exclusive ZIP leads with fast response times. Following up within five minutes can triple your conversion chances.
Best Alternate Tool
If you want an IDX website and CRM but prefer generating your own leads, Real Geeks is a more flexible option.
15. Contactually – Best for Relationship Management and Sphere of Influence
Contactually is designed around one core principle: relationships are the foundation of real estate success. Instead of focusing solely on new leads, this CRM helps agents nurture their sphere of influence (SOI) by organizing contacts into categories, reminding agents to follow up, and automating touchpoints. It’s a favorite among agents who rely heavily on referrals and repeat clients.
Key Features
Buckets for Contact Organization
Contactually lets you group clients into “buckets” such as past clients, hot leads, or referral partners. Each bucket has customized follow-up rules to keep relationships active.
Follow-Up Reminders
The system prompts you when it’s time to reconnect with a contact, ensuring no relationship goes cold.
Personalized Drip Campaigns
Send automated, relationship-focused emails that feel personal rather than salesy. Ideal for keeping in touch without overwhelming clients.
Integration with Email
Syncs with Gmail, Outlook, and other email providers so every communication is automatically tracked.
Mobile App
Manage follow-ups and send quick emails or texts while you’re on the go.
Pros & Cons
| Pros | Cons |
| Excellent for relationship nurturing | Higher price compared to others |
| Intuitive bucket system | Limited lead generation features |
| Strong referral management | Not IDX-enabled |
| Encourages consistent outreach | Fewer advanced automation tools |
Pricing
- Professional Plan: $69/month
- Accelerator Plan: Custom pricing for larger teams
(Free trial available)
Best For Agents Focused on Referrals
- Relationship-driven realtors — Rely on past clients and referrals.
- Agents with large SOI — Need reminders to stay connected regularly.
- Solo agents — Want a system that simplifies consistent outreach.
Contactually is perfect for agents who believe relationships drive deals. It helps you stay top of mind with your network, leading to steady referrals.
Unique Tip
Use the bucket system to separate high-value referral partners from past clients. Setting stricter follow-up reminders for this group ensures your referral pipeline never runs dry.
Best Alternate Tool
If you want similar relationship-focused features at a lower price, Wise Agent is a strong alternative with real estate–specific templates.
16. IXACT Contact – Best for Realtors Who Want Marketing Automation
IXACT Contact is a real estate–specific CRM designed to simplify client communication and marketing. It stands out for its built-in marketing automation, which includes email campaigns, newsletters, and social media posting. Realtors who want a tool that combines CRM with ready-made marketing resources find IXACT Contact an excellent choice.
Key Features
Automated Email Campaigns
Includes prewritten drip email campaigns customised for real estate. Agents can stay in touch with leads and past clients without having to create content from scratch.
Monthly e-Newsletters
Every month, the system sends a customizable newsletter filled with real estate tips and market updates, helping you maintain top-of-mind awareness.
Social Media Automation
IXACT Contact can auto-post real estate content to Facebook, Twitter, and LinkedIn, saving time while increasing your online presence.
Contact & Lead Management
Organize prospects, past clients, and referral partners with tagging and follow-up reminders. The system also includes lead capture forms for websites.
Agent Website Included
Every subscription includes a mobile-friendly agent website with built-in lead capture forms and IDX options.
Pros & Cons
| Pros | Cons |
| Marketing tools built in | Website design options are basic |
| Affordable pricing | Limited advanced reporting |
| Includes agent website | MLS integrations vary by region |
| Prewritten content saves time | Mobile app is less robust |
Pricing
- Standard Plan: $33/month
(Free trial available)
Best For Realtors Who Want Turnkey Marketing
- Busy agents — Need marketing handled automatically.
- Solo realtors — Want newsletters and drip campaigns prebuilt.
- Agents growing their brand online — Benefit from built-in websites and social posting.
IXACT Contact is perfect for agents who want a ready-to-go marketing system without spending hours creating content.
Unique Tip
Customize the monthly newsletter with your local market stats before sending. This small tweak makes you stand out as the local expert and builds more trust with your audience.
Best Alternate Tool
If you want stronger IDX website functionality alongside marketing, kvCORE offers more customization, though at a higher cost.
17. CINC – Best for Large Teams That Need IDX and CRM in One
CINC (Commissions Inc.) is a high-end platform built for serious real estate teams and brokerages. It combines IDX websites, lead generation, and CRM capabilities into a single solution. Designed with scalability in mind, it helps teams capture, nurture, and close leads efficiently—making it a top choice for large organizations managing thousands of contacts.
Key Features
IDX Websites with Lead Capture
CINC provides sleek, customizable IDX websites that capture buyer and seller leads directly. Built-in lead forms ensure no visitor leaves without leaving their details.
Lead Distribution System
Leads are automatically assigned to the right agent based on rules you set—such as geography, price range, or availability—ensuring fast response times.
Automated Campaigns
CINC offers powerful automation for emails, texts, and property alerts. Leads stay engaged without requiring manual effort from agents.
Team Collaboration Tools
Shared dashboards and reporting give team leaders visibility into performance, ensuring accountability across the organization.
Mobile App
CINC’s mobile app lets agents respond to leads instantly, log calls, and manage pipelines while in the field.
Pros & Cons
| Pros | Cons |
| All-in-one platform for teams | Very expensive |
| Strong IDX and CRM combo | No free trial |
| Powerful lead routing | Overkill for solo agents |
| Excellent team reporting | Requires commitment to long contracts |
Pricing
- Starting Price: $599/month
- Pricing increases with team size and add-ons
(No free trial)
Best For Large Teams & Brokerages
- Brokerages — Need a full-scale solution for large lead volumes.
- Teams handling hundreds of leads — Require automation and lead routing.
- Growth-focused organizations — Willing to invest in a premium system.
CINC is best for established teams and brokerages looking for an enterprise-level system that combines IDX websites with powerful CRM tools.
Unique Tip
Use CINC’s round-robin lead distribution for fair lead assignment. This propels agent morale and ensures leads don’t get bottlenecked with one or two agents.
Best Alternate Tool
If you want IDX websites and CRM capabilities but with lower upfront costs, Real Geeks is a leaner alternative.
18. Realvolve – Best for Advanced Users Who Want Workflow Automation
Realvolve is a CRM built specifically for experienced real estate professionals who want deep customization and advanced workflow automation. Unlike simpler platforms, Realvolve focuses on creating smart processes that adapt to how you run your business. It’s ideal for agents and teams who want to automate complex tasks without losing personalization.
Key Features
Workflow Automation
Realvolve allows you to design detailed workflows that trigger emails, tasks, texts, and reminders based on client behavior or deal stage.
Relationship Scoring
The system tracks client engagement and assigns relationship scores so you know which contacts need attention.
Team Collaboration
Assign tasks, track progress, and share notes across your team. Every transaction has its own dashboard for smooth collaboration.
Reporting & Analytics
Provides detailed insights into pipeline performance, agent productivity, and lead sources, helping you make smarter business decisions.
Integration Capabilities
Works with tools like Gmail, Outlook, and Zapier to extend functionality and connect with MLS or marketing systems.
Pros & Cons
| Pros | Cons |
| Highly customizable workflows | Steeper learning curve |
| Great for advanced users | More expensive than entry-level CRMs |
| Relationship scoring | Not beginner-friendly |
| Strong reporting tools | Setup takes time |
Pricing
- Base Plan: $94/month
- Custom pricing for larger teams
(Free trial available)
Best For Experienced Agents & Teams
- Advanced users — Want customizable workflows for complex processes.
- Teams with defined systems — Need a CRM that adapts to them, not the other way around.
- Agents scaling operations — Require analytics for data-driven decisions.
Realvolve is perfect for real estate professionals who want a CRM that goes beyond basics, offering workflow depth and client relationship insights.
Unique Tip
Set up multi-step workflows for listings—such as staging reminders, open house follow-ups, and post-closing check-ins. This ensures no step is missed and clients get a consistent experience.
Best Alternate Tool
If you want automation but with a simpler interface, Freshsales offers AI-driven workflows that are easier to set up.
19. Propertybase – Best for Brokerages That Want a Salesforce-Powered CRM
Propertybase is a real estate CRM built on top of Salesforce, giving brokerages the best of both worlds: Salesforce’s power and Propertybase’s industry-specific features. It’s designed for brokerages and teams that need scalability, MLS integration, and advanced marketing capabilities. Propertybase is a serious solution for organizations that want a centralized platform with enterprise-level performance.
Key Features
Salesforce-Powered CRM
Built on Salesforce, Propertybase offers unmatched customization, reporting, and reliability—customised for real estate workflows.
MLS & IDX Integration
Direct MLS and IDX integration allows agents to manage listings, share properties, and capture leads all within the platform.
Marketing Center
Includes tools for email campaigns, drip marketing, and property flyers, ensuring agents can market properties effectively without extra software.
Website & Lead Capture
Propertybase provides IDX websites with lead capture forms, keeping your CRM and marketing ecosystem fully connected.
Advanced Reporting & Analytics
Track agent productivity, lead sources, and deal performance with Salesforce’s world-class reporting capabilities.
Pros & Cons
| Pros | Cons |
| Built on Salesforce for reliability | Higher cost than most CRMs |
| Real estate–specific features | Setup and training required |
| Strong MLS/IDX integration | Best suited for brokerages |
| Marketing and CRM in one | Overkill for solo agents |
Pricing
- Starting Price: $79/month per user
- Custom pricing for brokerages and larger teams
(Free trial available)
Best For Brokerages & Enterprise Teams
- Brokerages — Need MLS integration plus Salesforce-grade power.
- Teams managing multiple agents — Require advanced reporting and collaboration.
- Organizations scaling fast — Want a CRM that grows with them.
Propertybase is ideal for brokerages that want enterprise-level control and reliability without sacrificing real estate–specific functionality.
Unique Tip
Use Propertybase’s marketing center to send automated property alerts tied to MLS data. This keeps buyers engaged and ensures they see listings through you instead of third-party portals.
Best Alternate Tool
If you want a Salesforce-powered CRM with lighter pricing and setup, Zoho CRM offers flexibility without the enterprise cost.
20. Apptivo CRM – Best for Agents Who Want Flexibility at a Low Price
Apptivo CRM is a highly customizable yet budget-friendly option that works well for real estate agents who want flexibility without paying enterprise prices. While not built exclusively for real estate, its modular design allows you to add or remove features based on your workflow. It’s a solid choice for agents who want affordability with room to scale.
Key Features
Custom Modules
Apptivo allows you to create and customize modules to match your real estate workflow, such as listings, showings, or referrals.
Workflow Automation
Automate tasks like assigning leads, sending follow-ups, or scheduling reminders. This saves time and keeps processes consistent.
Contact & Lead Management
Track prospects, past clients, and active deals with full activity history, notes, and communication logs.
Email & Calendar Integration
Seamlessly integrates with Gmail, Outlook, and Office 365 so your scheduling and communication stay synced.
Mobile App
The mobile app makes it easy for agents to update deals, check tasks, and respond to leads while in the field.
Pros & Cons
| Pros | Cons |
| Very affordable | Not real estate–specific out of the box |
| Highly customizable | No built-in IDX integration |
| Scales with add-on modules | Setup takes some time |
| Strong mobile app | Requires customising for real estate |
Pricing
- Lite Plan: $10/month
- Premium Plan: $15/month
- Ultimate Plan: $25/month
(Free trial available)
Best For Agents Who Want Budget-Friendly Flexibility
- Solo agents — Want affordable CRM with essential features.
- Tech-savvy agents — Comfortable customizing modules for real estate.
- Small teams — Need scalability without enterprise costs.
Apptivo CRM is best for cost-conscious agents who value flexibility and are willing to customise the system to fit their real estate needs.
Unique Tip
Create a custom module for listings that tracks showings, offers, and client notes. This turns Apptivo into a real estate–ready CRM without needing MLS integrations.
Best Alternate Tool
If you want flexibility plus real estate–specific features right out of the box, Realvolve is a stronger fit for advanced users.
Why Choosing the Right CRM Matters for Real Estate Agents
The right CRM isn’t just software—it’s the backbone of your client management, lead generation, and long-term growth. From budget-friendly options like RealtyJuggler and Apptivo to enterprise-grade platforms like Propertybase and Salesforce, today’s real estate agents have more choice than ever. The key is matching the CRM to your business stage, team size, and growth goals.
Whether you’re a solo agent managing referrals or a brokerage handling thousands of leads, one of these 20 CRMs will help you stay organized, close more deals, and build stronger client relationships.
How Pearl Lemon Properties Can Support You
At Pearl Lemon Properties, we know that success in real estate depends on two things: relationships and systems. While the CRMs we’ve covered give you the tools to manage clients and leads effectively, we go a step further by helping you apply them strategically.
We work with agents and brokerages to refine workflows, set up automation, and integrate CRMs into everyday operations. Our goal is simple: make sure your CRM actually helps you win more clients and close more transactions.
If you’re ready to take control of your pipeline, improve client follow-ups, and use the right CRM to scale your business, schedule a consultation with our team today.
FAQs
1. What is the best CRM for solo real estate agents?
Follow Up Boss and RealtyJuggler are great options depending on budget.
2. Which CRM is best for small real estate teams?
LionDesk and Wise Agent provide solid automation and MLS integration.
3. Do I need a real estate–specific CRM?
Not always. Tools like Zoho or HubSpot work well if you want flexibility and affordability, but real estate–specific CRMs save setup time.
4. What’s the most affordable CRM for agents?
RealtyJuggler at $15/month is the lowest-cost option with real estate features.
5. Which CRM offers IDX websites?
Real Geeks, kvCORE, BoomTown, CINC, and Propertybase all provide IDX-enabled websites.
6. What CRM is best for referrals and past clients?
Contactually is built around relationship management and sphere of influence.
7. Can I use Salesforce for real estate?
Yes. With Propertybase or add-ons, Salesforce becomes a powerful real estate CRM.
8. What CRM has the best AI features?
Freshsales with its AI-driven lead scoring, or Salesforce with Einstein AI.
9. Do CRMs help with marketing too?
Yes. CRMs like IXACT Contact, kvCORE, and LionDesk include built-in marketing automation.
10. How do I know which CRM is right for me?
Evaluate your budget, team size, and whether you need lead generation, automation, or client nurturing as the main focus.
