A Customer Relationship Management (CRM) system is the operational backbone of a successful real estate business. According to NAR, 26% of Realtors say their CRM is the most valuable tech tool they use, ranking just below lockboxes and smartphones1.
Yet many agents either don't have a CRM, have one they don't use effectively, or are using the wrong system for their needs. The real estate CRM market has evolved dramatically, with platforms offering everything from basic contact management to comprehensive business operating systems. Let's break down your options.
What to Look for in a Real Estate CRM
Before comparing specific platforms, understand the key features that matter for real estate:
Essential Features
- Contact management: Store and organize buyer, seller, and sphere contacts with detailed notes and history.
- Lead tracking: Monitor lead sources, stages, and conversion metrics.
- Task management: Never miss a follow-up with task lists and reminders.
- Email integration: Sync with Gmail or Outlook, track opens and clicks.
- Mobile app: Access contacts and update records from anywhere.
- Drip campaigns: Automated email sequences for lead nurturing.
Advanced Features
- IDX integration: Connect website property searches with CRM lead capture.
- Transaction management: Track deals from contract to close.
- Marketing tools: Built-in email marketing, social media posting.
- Dialers: Click-to-call and power dialing capabilities.
- Text messaging: SMS communication and automation.
- AI features: Lead scoring, smart suggestions, automated responses.
- Team features: Lead routing, accountability tracking, reporting.
Top Real Estate CRMs Compared
1. Follow Up Boss
Follow Up Boss has become the CRM of choice for many top-producing teams and brokerages. Its strength lies in simplicity and integrations.
Best for: Teams and agents focused on lead conversion who want seamless integrations with lead sources.
Key features:
- 200+ integrations with lead sources (Zillow, Realtor.com, etc.)
- Automatic lead routing and distribution
- Built-in calling and texting
- Action plans for automated follow-up
- Excellent mobile app
- Team accountability features
- Pixel tracking for website visitor intelligence
Pricing: Starts at $69/month for individuals, team plans scale with users.
Pros:
- Best-in-class integrations
- Clean, intuitive interface
- Strong team features
- Responsive support
Cons:
- Higher price point
- No built-in website/IDX
- Limited marketing features compared to all-in-one platforms
2. kvCORE
kvCORE (by Inside Real Estate) is a comprehensive platform combining CRM, website, IDX, and marketing tools. It's designed as an all-in-one business solution.
Best for: Agents and teams wanting a complete platform with website, IDX, and CRM in one system.
Key features:
- Integrated website and IDX
- Smart CRM with AI lead scoring
- Behavioral automation
- Built-in dialer and text messaging
- Social media posting tools
- Farm marketing tools
- Team and brokerage solutions
Pricing: Varies by brokerage; typically $300-500/month for individuals (often subsidized by brokerages).
Pros:
- All-in-one platform reduces tech stack complexity
- Powerful behavioral automation
- Strong AI features
- Enterprise-level capabilities
Cons:
- Steeper learning curve
- Higher cost
- Can be overwhelming with features
- Website customization limitations
3. LionDesk
LionDesk offers solid CRM functionality at an accessible price point, making it popular with individual agents and small teams.
Best for: Individual agents wanting affordable, straightforward CRM with good communication tools.
Key features:
- Video email and texting
- Built-in power dialer
- Transaction management
- Drip campaigns
- Lead source tracking
- Facebook lead integration
- AI lead assist
Pricing: Starts at $25/month for basic plan.
Pros:
- Affordable entry point
- Video messaging feature is unique
- Good power dialer
- Easy to use
Cons:
- Fewer integrations than competitors
- Less sophisticated automation
- Mobile app needs improvement
4. Wise Agent
Wise Agent is a veteran real estate CRM known for excellent customer service and comprehensive features at a reasonable price.
Best for: Agents wanting reliable, feature-rich CRM with outstanding support.
Key features:
- Contact management with custom fields
- Transaction management
- Drip campaigns and autoresponders
- Landing pages
- 24/7 phone and chat support
- Team features
- Calendar integration
Pricing: $32/month for individuals.
Pros:
- Excellent customer service (industry-leading)
- Comprehensive features
- Good value for price
- Reliable and stable
Cons:
- Interface feels dated
- Fewer modern integrations
- Mobile app limitations
5. Real Geeks
Real Geeks combines website, IDX, and CRM in a platform focused on lead generation and conversion.
Best for: Agents investing in paid lead generation who want integrated website and CRM.
Key features:
- High-converting website templates
- IDX integration
- Facebook marketing tools
- CRM with workflow automation
- Text and email marketing
- Property valuation tools
- PPC management services available
Pricing: Starts at $299/month.
Pros:
- Strong lead generation focus
- Good website quality
- Facebook ad integration
- Solid CRM included
Cons:
- Higher price point
- Website customization limits
- CRM less robust than standalone options
6. Chime
Chime is an AI-powered platform combining lead generation, CRM, and team management tools.
Best for: Tech-savvy teams wanting AI-powered lead conversion tools.
Key features:
- AI assistant for lead qualification
- Website and IDX
- Smart CRM with behavioral tracking
- Power dialer
- Ad management
- Team lead routing
- Listing automation
Pricing: Custom pricing; typically $400-600/month for individuals.
Pros:
- Advanced AI capabilities
- Strong lead conversion focus
- Good mobile app
- Comprehensive platform
Cons:
- Premium pricing
- Can be complex to master
- Long-term contracts common
7. Propertybase (now Lone Wolf)
Propertybase, now part of Lone Wolf, offers enterprise-level CRM solutions often used by brokerages and larger teams.
Best for: Brokerages and teams needing enterprise features and Salesforce backbone.
Key features:
- Built on Salesforce platform
- Comprehensive contact and transaction management
- Marketing automation
- Reporting and analytics
- Website solutions
- Back office integration
- MLS integration
Pricing: Custom enterprise pricing.
Pros:
- Enterprise-level capabilities
- Salesforce reliability
- Deep customization possible
- Strong reporting
Cons:
- Complex implementation
- Higher cost
- May be overkill for individuals
Free and Budget Options
HubSpot CRM (Free)
Not real estate-specific, but HubSpot's free CRM offers solid contact management and is worth considering for budget-conscious agents.
- Free forever plan with generous limits
- Email tracking and templates
- Pipeline management
- Meeting scheduler
- Upgrades available as you grow
Google Workspace + Spreadsheets
For agents just starting out, a well-organized spreadsheet system can work initially. However, you'll quickly outgrow this as your business scales.
How to Choose the Right CRM
Consider Your Business Model
- Solo agent, relationship-focused: LionDesk, Wise Agent
- Solo agent, lead generation-focused: Real Geeks, kvCORE
- Team lead/rainmaker: Follow Up Boss, Chime
- Team/brokerage: Follow Up Boss, kvCORE, Propertybase
Integration Requirements
List the tools you currently use or plan to use:
- Lead sources (Zillow, Realtor.com, Facebook)
- Website/IDX platform
- Email marketing tools
- Transaction management
- Accounting software
Ensure your chosen CRM integrates with these tools—or includes them natively.
Budget Reality
Consider total cost of ownership:
- Monthly subscription
- Per-user costs if you have a team
- Additional features that cost extra
- Training and implementation time
- Potential switching costs if you change later
CRM Implementation Best Practices
Start with Clean Data
Import contacts carefully. Deduplicate, update old information, and categorize contacts properly from the start.
Set Up Key Automations First
- New lead notification and response
- Birthday and anniversary reminders
- Post-closing follow-up sequences
- Sphere nurture campaigns
Build Consistent Habits
- Update contact records immediately after interactions
- Log all calls, emails, and meetings
- Review tasks daily
- Run reports weekly to track activity
Conclusion
The "best" CRM is the one you'll actually use consistently. A simple system used religiously beats a sophisticated system used sporadically. Start with your core needs, choose a platform that matches your budget and business model, and commit to making it the hub of your business operations.
References
- National Association of Realtors. (2023). Technology Survey.
- Individual platform websites and pricing pages (accessed December 2024).