The best CRM software for real estate agents in 2024

A CRM is your prized possession in real estate. You need something to keep things straight when juggling client management, property listings, and the looming threat of being upstaged by that insufferably smug agent from the office across the street.

But with countless options on the market, how do you know which software is right for you?

​​I looked into dozens of options, read approximately a million reviews, watched demos narrated by people way too cheerful for 9 a.m., and gathered insights from real estate professionals who actually use these things every day to find the ultimate CRM for real estate agents.

After all that research, I've whittled down the list so you don't have to. Here's everything you need to know about the best real estate CRMs on the market.

The 8 best CRMs for real estate

• Follow Up Boss for brokerages

• Sierra Interactive for an all-in-one option

• LionDesk for client communication

• IXACT Contact for new agents

• CINC for buying leads

• Lofty for automation

• Top Producer for lead nurturing

• Real Geeks for small teams

What key features make the best CRM software for real estate agents?

A customer relationship management (CRM) platform for real estate is there to make your life easier, streamline client communication and lead management, and give you that edge you've been looking for.

Here are some key features I found most valuable in the top contenders.

• Lead generation: A good real estate CRM offers tools to help you generate and capture leads effectively, with features like customizable lead capture forms, website integration, and the ability to import leads from various sources. The software should also allow you to track the source of each lead, so you can focus your efforts on productive channels.

• Workflow management: Real estate involves numerous tasks and deadlines, and a CRM that can streamline your workflow is essential. It should allow you to create custom pipelines, set reminders, and schedule appointments.

• Integration, automation, and AI: Let's face it, realtors wear a lot of hats—marketer, negotiator, therapist (seriously, have you met some buyers?). Your CRM should seamlessly integrate with the tools you already use, such as your email, calendar, and social media. Real estate automation can save you significant time by handling routine tasks like follow-up emails and appointment scheduling. Additionally, AI can offer insights into customer behavior, predict sales trends, and even recommend the next best action for agents.

• Mobility and accessibility: As a real estate agent, you're often on the move, which is why the CRMs below have a capable mobile website or a dedicated app. A mobile-friendly, cloud-based CRM that agents can access from anywhere, at any time, is clutch. Whether it's updating client details, scheduling viewings, or accessing documents and contracts on the fly, accessibility ensures agents can be productive no matter where they are.

• Ease of use: The best real estate CRMs are easy to set up and use, and offer ways to access help content when you need it.

• Industry focus: A CRM designed with real estate in mind will include features specifically beneficial for agents, such as property tracking, commission calculations, and integration with real estate databases. With the recent NAR settlement potentially transforming commission structures and market dynamics, it's more crucial than ever for agents to have tailored solutions. Real estate-specific software means agents aren't just managing contacts—they're also getting insights and tools specific to their market, helping them stay ahead of the competition. But if that's not important to you, you have a lot of generic CRM options to choose from.

When shopping for a CRM, you should weigh these criteria against your personal and business needs. The right CRM software should fit your current workflow and scale with your ambitions, ultimately leading to a more organized, efficient, and successful real estate empire.

The best CRM for real estate at a glance

Best real estate CRM for brokerages

Follow Up Boss (Web, iOS, Android)

Follow Up Boss pros:

• 250+ integrations (plus Zapier)

• Robust calling features

• Intuitive, easy-to-use interface

Follow Up Boss cons:

• Time-consuming onboarding process

• Limited text automation

Follow Up Boss pricing: From $58/user/month (billed annually) for the Grow plan. Add additional users for $33/user.

Follow Up Boss (FUB) stands out as a real estate CRM, not by being a jack-of-all-trades but by mastering the art of functionality and user experience. It doesn't try to be everything—like offering websites and lead gen. Instead, it excels with seamless integration with over 250 apps and a mobile app that's like having a command center in your pocket, ensuring you're never out of touch with your leads, even when you're on the move.

Calling is a breeze thanks to easy number changing, local number setting, call recording, and access to call analytics. Beyond calls, FUB is a powerhouse for managing leads and emails, allowing you to track conversations, create drip campaigns, and use templates to communicate more efficiently.

Mack Dudayev, real estate agent and co-founder of Chance Realty, swears by FUB's ability to connect all agents within an agency. He told me: "[It] facilitates easy collaboration, allowing agents to review notes, transfer leads, and collaborate with other professionals such as mortgage brokers and title companies." 

Sean Guerra, director of business development at Tomo, uses FUB through partnerships with real estate agent teams and brokerages. He's a fan of the platform's tailor-made automation and accountability features that ensure no lead is left behind, no matter how big the team.

While the absence of a built-in website might seem like a miss, it's actually by design, allowing FUB to play nice with any website setup you choose. This laser focus is what makes FUB a beloved tool among agents, earning high marks for its intuitive design and comprehensive integrations. With a wealth of training materials to get teams up to speed, FUB is a no-brainer for real estate professionals looking to amp up their lead engagement game.

You can do even more with Follow Up Boss when you integrate it with Zapier, so you can automatically add leads to your CRM or send information to the other apps you use most. Learn more about how to automate Follow Up Boss, or get started with one of these pre-built workflows.

Best all-in-one real estate CRM

Sierra Interactive (Web, iOS, Android)

Sierra Interactive pros:

• Powerful lead management and nurturing tools

• Excellent training and support

• Well-designed websites with strong conversion rates

Sierra Interactive cons:

• Pricier than other platforms

• May be intimidating for less tech-savvy users

Sierra Interactive pricing: From $499.95/month for the Core Package, which includes 5 users, plus a one-time $1,200 setup fee. Add an additional 5 users for $100/month.

Sierra Interactive is like that overachieving kid in high school who took all AP classes, aced every test, dominated extracurriculars, and still somehow found time to be prom king. Just a totally obnoxious level of excellence.

Sierra Interactive embraces a "more is more" philosophy, providing extensive features like an auto-dialer for efficient lead outreach, custom workflows, and both fully automated and traditional drip campaigns (or "action plans," as Sierra calls them). User feedback highlights the quality of the platform's IDX websites, noting their speed, search functionality, and superior Google Ad conversion rates.

One of Sierra Interactive's standout elements is its exceptional training and support. Agents frequently report positive experiences with helpful account managers and a streamlined onboarding process. But due to its technical nature, Sierra Interactive has a steeper learning curve, potentially making it less suitable for those uncomfortable with technology.

While Sierra Interactive comes with a higher price tag than most, its suite of features makes it well suited for those seeking a comprehensive all-in-one solution. Overall, it's a strong choice for tech-comfortable real estate professionals who want extensive features, impressive conversion rates, and top-notch support.

By connecting Sierra Interactive with Zapier, you unlock the ability to automate your workflow, such as automating appointment reminders or seamlessly updating information across your tech stack. Here are a few examples to get you started. 

Best real estate CRM for client communication

LionDesk (Web, macOS, Windows, iOS, Android)

LionDesk pros:

• Affordable all-in-one solution

• Quick setup

• AI-powered lead follow-up

LionDesk cons:

• Reports of slow and unhelpful resolutions from customer service

• Clunky, cluttered interface

LionDesk pricing: From $25/user/month (billed annually) for the CRM plan. Add the Texting Suite to any plan for an additional $2/month, plus a one-time $19 registration fee.

LionDesk stands out for its affordability and comprehensive features, making it a popular choice for real estate professionals. Plans start at just $25 per month with annual billing, putting it within reach of most budgets. Cam Dowski, CEO and founder of We Buy Houses Chicago, raved about LionDesk's wide range of tools for lead management, marketing automation, and communication.

Having said that, he warned that "some users may find LionDesk's interface less intuitive compared to other platforms." While highly functional, the sheer number of features may contribute to a slightly cluttered feel. Think of it as the Subaru Forester of real estate CRMs—not winning any beauty contests, but still gets you from A to B.

LionDesk excels in its communication tools, providing agents with multiple options to connect with leads and clients, such as customizable email drip campaigns, bulk texting, video messaging, and an AI-powered lead follow-up tool called Gabby. This AI assistant handles initial lead interactions with remarkable authenticity, allowing you to focus on high-level client relationships without sacrificing responsiveness.

Some users have reported that LionDesk's transaction and pipeline management features are less rich than its competitors. Additionally, certain advanced features, such as the texting suite and Gabby, come at an additional cost, which may make the software less cost-effective for some users.

Despite these limitations, LionDesk remains a solid choice for real estate pros who want a comprehensive solution without breaking the bank.

You can also connect LionDesk to the other apps you use through Zapier. Easily add new contacts, trigger tailored marketing campaigns, or effortlessly manage your lead pipeline. Try one of the templates below.

Best real estate CRM for new agents

IXACT Contact (Web, iOS, Android)

IXACT Contact pros:

• Six-month free trial for new agents

• Direct mail marketing

• User-friendly interface

IXACT Contact cons:

• Clunky third-party app integration

• A la carte pricing can quickly add up

IXACT Contact pricing: From $46.75/month (billed annually).

IXACT Contact is a one-stop shop for real estate agents who can't be bothered to juggle a dozen different tools just to sell a house. For newbies, it wants to be your ride-or-die wingman as you get your feet wet, like the Scottie Pippen of real estate software.

One of IXACT Contact's major selling points is its focus on new agents. Through its Rookie Agent Program, IXACT Contact offers first-year real estate agents six months of service for free. For everyone else, they provide a generous five-week free trial to kick the tires.

The Social Stream add-on brings a valuable layer to IXACT Contact. It allows you to select articles and videos to share across your social networks, automating content posting to save time. Though it's more of a curator than a creator, its quality content from reliable sources keeps your feeds lively and engaging.

There are a few limitations to consider. IXACT Contact doesn't offer audience segmentation for targeted marketing. And the website builder is about as basic as a pumpkin spice latte. But all in all, IXACT Contact is a compelling choice if you're looking for a CRM with potential IDX website integration and social media tools—or if you're a fresh-faced agent looking for a deal.

Integrating IXACT Contact with Zapier allows for seamless automation of contact management and email marketing campaigns, making it easier to keep in touch with clients and prospects without manual input. Check out these workflows to get you started.

Best real estate CRM for buying leads

CINC (Web, iOS, Android)

CINC pros:

• Excellent lead organization and team management features

• Granular permission assignments for agents

• Top-notch customer support

CINC cons:

• More expensive than most other options

• Steep learning curve

CINC pricing: By request only.

CINC is like that fancy restaurant that doesn't list prices on its menu. Sure, it might serve you the best duck à l'orange of your life, but you'll have to take out a second mortgage to afford it.

CINC doesn't list its pricing publicly, but word on the street is users should expect to pay at least $1,000 per month. Their packages bundle Google Ads into the monthly cost, which can be a neat perk or a point to ponder, depending on how hands-on you like to be with your PPC campaigns. For those who value ease and simplicity, this setup could be a convenient solution. However, if you're the type to tweak and tailor every aspect of your campaigns, you might find the setup a bit restrictive. It's all about what works best for your workflow and how much you want to be involved in the process.

CINC's strengths lie in its many features. It offers robust lead organization, communication tools, customizable follow-up plans, and landing pages. But be aware that a deep feature set makes CINC's interface complex and not very intuitive, often requiring users to purchase additional classes to fully understand and maximize the platform.

Overall, CINC is a solid contender suited for those willing to invest heavily in a turnkey solution without the need for total control. But if you like to get under the hood of your Google Ads account or just don't fancy paying through the nose for the privilege of being handcuffed to a platform, you might want to keep looking.

With CINC's integration into Zapier, you can streamline lead generation and nurturing processes by connecting their CRM to your favorite apps. Try one of the pre-made workflows below.

Best real estate CRM for automation

Lofty (Web, iOS, Android)

Lofty pros:

• Easily customizable modern websites

• Extensive automation capabilities

• Robust team management features

Lofty cons:

• Limited reporting features

• Call and text features can lead to variable bills

Lofty pricing: By request only.

Lofty (formerly known as Chime) is a popular all-in-one CRM designed for real estate agents and teams. It offers a suite of tools for lead generation, nurturing, valuation, and transactions.

Lofty packs a punch with its comprehensive CRM automation. It provides extensive options for creating automated workflows, email and text campaigns, social media posting, and follow-up sequences based on triggers like lead activity, stages, and timeframes. The sales pipeline tool also helps visualize and advance contacts through a defined process. It's a control freak's dream.

However, some significant drawbacks should be considered. Lofty's pay-as-you-go structure for calls and texts can lead to unpredictable bills, potentially hindering some agents from fully utilizing these features. Additionally, because Lofty outsources its tech support, you might occasionally experience very slow support response times.

If you prioritize a wide range of capabilities for automating and managing real estate workflows, especially for nurturing leads, Lofty is a compelling option. Just be prepared for unpredictable bills and support delays.

Zapier's connection with Lofty transforms your real estate operations by automating task assignments and follow-ups, ensuring your team stays on top of every deal and client relationship with minimal effort. Check out these popular examples.

Best real estate CRM for lead nurturing

Top Producer (Web)

Top Producer pros:

• AI-powered Smart Targeting feature

• Detailed reporting capabilities

• Modern, intuitive dashboard

Top Producer cons:

• Website not included in base plan

• 12-month contract required

Top Producer pricing: From $129/user/month for the Pro plan.

Top Producer is a long-standing and well-respected realtor CRM. As one of the pioneering CRM solutions in the industry, it has continuously evolved to keep pace with the changing needs of agents and brokerages.

One of Top Producer's key strengths is its deep integration with MLS. Unlike many CRMs that rely on more limited IDX data feeds, Top Producer connects directly to the MLS, providing users access to a much richer set of property data—up to 300 data points per listing compared to the typical 20. This means agents can impress clients with the kind of comprehensive insights that make Nostradamus look vague.

Social Connect is another neat feature: it allows Top Producer's advertising experts to handle your Facebook and Instagram ad campaigns, promote your listings, and generate leads that flow straight into your CRM.

It's important to note that Top Producer falls on the pricier side of real estate CRMs. The platform requires a one-year commitment up front, and additional tools like lead management and a website carry separate monthly fees. This may make it a less accessible option for individual agents or teams on a shoestring budget.

At the end of the day, if you're ready to invest in a premium CRM that emphasizes lead generation and automated nurturing, Top Producer is worth considering. Just make sure your wallet can handle it before you commit.

Connect Top Producer with Zapier to enhance lead routing, manage tasks across platforms, and boost your overall operational efficiency. Here are some workflows to get you started.

Best real estate CRM for small teams

Real Geeks (Web, iOS, Android)

Real Geeks pros:

• Easy-to-build, SEO-optimized websites

• Prompt and helpful customer support

• Variety of community-sourced drip campaign templates for email and text

Real Geeks cons:

• Doesn't offer a free trial—just a demo

• Lack of customization with websites

Real Geeks pricing: From $299/month for the Establish plan on a 12-month term, which includes 2 users, plus a one-time sign-up fee.

Real Geeks markets itself as the one-stop shop for real estate agents—and it's not wrong. This platform offers a capable CRM, an IDX-integrated website, and an array of lead generation tools, all wrapped up in a low-cost subscription.

Real Geeks checks the boxes on critical functions like automated drip campaigns, customizable workflows, SMS autoresponders, and video integration. And its AI assistant and Facebook ad services can help nurture leads when you're too busy to do it yourself.

Users say the website builder's interface is dated but easy to use. The end results, while not the prettiest, are lightning-fast and have high conversion rates, making Real Geeks highly effective for lead generation.

The jack-of-all-trades approach does come with a trade-off: Real Geeks lacks the robust functionality and scalability of enterprise-level CRMs. For instance, the platform still relies on manual integrations for high-volume dialing and contact management. This is probably a dealbreaker for agents who heavily rely on outbound marketing.

Still, for small agencies looking for a reasonably priced, out-of-the-box solution, Real Geeks is hard to beat. And by connecting Real Geeks with Zapier, you can streamline tasks across your business tools by effortlessly adding leads, triggering personalized communications, and more. Try one of the templates below.

General CRMs you can use for real estate

Need more options or want to see how real estate CRMs compare to all-purpose solutions? Expand your search with these helpful roundups covering a variety of general-purpose CRMs.

• The best CRM software

• The best free CRMs

• The best CRMs for small business

Which real estate CRM is right for you? 

There's not going to be one perfect solution that suits everyone here. Instead, you need to identify your most important business needs—be it lead management, the ability to automate your workflows, robust analytics, or something else entirely—to help you narrow down which app makes the most sense for you. 

For example, if you're new to the industry and affordability is your top concern, IXACT Contact's six-month free trial for new agents might appeal to you. Or, if you have a deep tech stack that you want to connect with your real estate CRM, you might consider Follow Up Boss. 

If you're still debating between a few apps, you can also reach out to their sales teams. They'll walk you through the specifics of their app and address any points I may not have covered in depth here.

Make selling easier by automating your real estate CRM

Choosing a CRM for real estate is a major decision, and the options I've laid out are just the tip of the iceberg. Before locking into one solution, carefully consider your specific needs and budget. Whichever CRM you decide on, consider how automation can further enhance its functionality.

Zapier connects your favorite apps, allowing you to automate tasks across your entire agency. No more wasting time on tedious tasks that make you want to pull your hair out. Let Zapier handle the grunt work while you sip margaritas and count your commission checks.

Real estate CRM: FAQs 

Here are answers to some of the most commonly asked questions about real estate CRM software.

Why do real estate agents need a CRM? 

CRM software helps real estate agents and brokers streamline all their administrative workflows—from managing lead data to keeping track of property listings and everything in between. 

You could opt to do all of your tasks in separate apps—for example, you could create lead capture forms using an online form builder and then store all that information in a separate database. But a good real estate CRM allows you to accomplish all of these tasks from one central place. 

How much does real estate CRM cost? 

The cost for real estate CRMs vary depending on the app. For example, this roundup includes tools that cost anywhere from $39 to $150/user/month. Some others don't list prices on their websites—they're available only upon request.

Related reading:

• How to craft a winning CRM strategy

• The best lead management software and tools

• Beyond the sales pipeline: Using a CRM for customer success