10 Best Real Estate CRM Software for 2023
For this guide, we reviewed and compared the most popular solutions on the market, looking at their features, prices, and pros and cons to help you find the best real estate CRM solution for your agency.
Top 10 Best Real Estate CRM Products
Here are our top 10 CRM picks for the real estate industry, ranked:
- Salesforce — Rated as the best real estate CRM overall, with real-time lead activity tracking and rich customization options.
- Oracle NetSuite — A powerful platform with advanced marketing automation features and great collaboration tools.
- Pipedrive — An easy-to-use Kanban-based user interface with built-in email and call tracking and pipeline management.
- Zoho CRM — Feature-rich omnichannel tracking tool with powerful automations and rich analytics.
- Monday Sales CRM — Robust software with simple no-code automation, which can be customized to the needs of your agents and business.
- HubSpot Sales Hub — The best free real estate CRM, with automatic email and document tracking, which makes it easy to take an overview of performance.
- Freshsales — A strong product for real estate lead generation, which is easy to use and intuitive.
- Maximizer CRM — An excellent platform for agent activity tracking, opportunity management, and sales coaching.
- Less Annoying CRM — A simple real estate solution with in-depth lead reports for agents to make quick updates.
- Act! — Best CRM for small real estate business with built-in marketing automation and features for detailed pipeline management.
10 Best CRM for Real Estate Packages Reviewed
If you’ve never used a CRM before, it can be difficult to choose one provider over another, especially if you don’t understand the differences between the complex offerings. We’ve put together in-depth reviews of the top CRMs on the market so you can see exactly what they provide and make an informed decision.
1. Salesforce — Best Real Estate CRM, with Real-Time Lead Activity Tracking
Salesforce is a fully customizable cloud CRM that gives you a complete overview of every lead in your pipeline and helps you leverage the data to reliably close more deals.
The best part about Salesforce is that it’s a product suite rather than a single application, meaning you can pick and choose what functionality you need and create your own ideal real estate CRM.
| Best For | Starting Price | Free Version/Free Trial | Mobile Support | Integrations |
| Lead activity tracking, sales automation, email marketing | From $25/user/month | 30-day free trial | iOS and Android | Google Cloud, Slack, Quickbooks, Mailchimp, ActiveCampaign, LinkedIn, DocuSign, Dropbox |
The real estate CRM platform also lets you track all your sales opportunities, so you’ll know exactly when a prospect clicks an ad, opens a link in an email, or visits a particular page on your website. You can then leverage professionally built email templates to create and send personalized messages that are perfect for prospects based on their interests and previous interactions with your business.
Another key feature of Salesforce is sales automation. You can use a simple drag-and-drop interface to automate daily task assignments, track the activity of all your agents, optimize your workflows, and ultimately accelerate your sales cycle.
Additionally, you can leverage territory planning to create optimal schedules and ensure you have enough agents in the field to cover demand. All of these factors make Salesforce stand out among the best CRM software overall.
Pricing
Here are the available Salesforce pricing plans:
- Starter — $25/user/month (account, contact, lead, and opportunity management, process automation, Gmail/Outlook integration)
- Professional — $75/user/month (Starter + pipeline and forecast management, quotes, and invoicing)
- Enterprise — $150/user/month (Professional + advanced reporting features and unlimited process automation)
- Unlimited — $300/user/month (access to all features + advanced sales insights)
Pros
- Excellent customization options
- Lead activity tracking with real-time notifications
- Email templates and marketing automation
- Territory planning
Cons
- Steep learning curve
2. Oracle NetSuite — Best Commercial Real Estate CRM
Oracle NetSuite is a simple yet powerful CRM that helps you automate your sales process, streamline quote management, and facilitate every aspect of customer relationship management – from initial contact all the way to contract signing.
NetSuite CRM provides a centralized real estate platform for contact management, giving you all the key information on leads and prospects that you need to close deals while simultaneously facilitating back-office functions by connecting your agents, marketing, and finance departments.
| Best For | Starting Price | Free Version/Free Trial | Mobile Support | Integrations |
| Sales force automation, marketing automation, incentive programs | Custom quote | N/A | iOS and Android | Salesforce, Shopify, Magento, Amazon, ADP, Stripe |
The platform also enables you to create complex incentive programs for your agents, with a multi-tiered commission structure, to help boost their productivity.
In addition to sales force automation, NetSuite CRM lets you automate your marketing efforts, segment your audience, create targeted multi-channel marketing campaigns, and monitor the performance of all marketing initiatives in real-time.
Pricing
As a customizable CRM, Oracle NetSuite doesn’t have preset pricing plans. You’ll have to contact the company to get a custom quote based on the functionality and the number of users you need.
Pros
- Facilitates cross-department communication and collaboration
- Lets you create incentive programs for your real estate agents
- Enables targeted multi-channel marketing campaigns
- Features powerful reporting and analytics
Cons
- No pricing information
- Dated interface
3. Pipedrive — Easy-to-Use Kanban-Based UI With Built-in Email and Call Tracking
Pipedrive is a super-intuitive CRM platform that lets you leverage Kanban boards to visualize every stage of your sales process, set up key performance indicators (KPIs) and team goals, and monitor the progress of individual tasks.
When it comes to managing leads and deals, Pipedrive lets you set up custom web forms and leverage an AI-powered chatbot to create a well-oiled lead generation machine.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Lead generation, communication tracking, workflow automations | From $9.90/user/month | 14-day free trial | iOS and Android | Zoom, Slack, Gmail, Zapier, Asana, Trello, Microsoft Teams, Google Meet, DocuSign |
Pipedrive also lets you automate repetitive tasks, like scheduling calls or sending follow-up emails, saving you lots of valuable time.
You can even utilize an AI sales assistant to receive performance tips, set up push notifications, and receive progress updates for each task.
Pricing
Here are the available Pipedrive pricing plans:
- Essential — $9.90/user/month (Lead, Deal, Calendar, and Pipeline management, data import, and 300+ integrations)
- Advanced — $19.90/user/month (Essential + email sync, email grouping, and templates)
- Professional — $39.90/user/month (Advanced + revenue projections, forecasts, and custom reporting)
- Enterprise — $59.90/user/month (Professional + advanced user permissions, security, implementation program, and priority phone support)
Pros
- Customizable Kanban-based boards
- Activity scheduling
- KPI and goal tracking
- Easy-to-use automations
Cons
- Limited custom fields on all plans except Enterprise
4. Zoho CRM — Feature-Rich Omnichannel Tool With Powerful Analytics
Zoho CRM focuses on helping businesses get more done with less effort through advanced automations. You can leverage simple if/then statements to automate sales pipelines, workflows, marketing campaigns, customer journeys, and task assignments so that you have more time to focus on closing deals.
Zoho CRM also lets you have an omnichannel presence by centralizing all business communications. It seamlessly integrates with your business inbox, live chat, and social media profiles and allows you to keep track of all lead and client interactions on the same platform.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Advanced automations, omnichannel presence, predictive lead scoring | From $14 /user/month | 15-day free trial | iOS and Android | Google Workspace, Microsoft 365, MailChimp, Slack, PandaDoc, RingCentral, Zoom |
Zoho comes with powerful analytics tools, which let you monitor every aspect of your business, from individual agent performance and the targets you set for your real estate teams to lead generation from different sources and deal close rates.
Pricing
Here are the available Zoho CRM annual pricing plans:
- Standard — $14/user/month (workflow automation, scoring rules, sales forecasting, email templates, reporting, and analytics)
- Professional — $23/user/month (Standard + real-time notifications, blueprints, webhooks, customer reports, and dashboards)
- Enterprise — $40/user/month (Professional + customer portals, full product customization, anomaly detection, web form analytics, channel attribution, audience segmentation)
- Ultimate — $52/user/month (Enterprise + Zoho Analytics)
Pros
- Advanced automations using simple if/then statements
- Centralized business communications
- AI-powered sales forecasting and predictive lead scoring
- Rich analytics with actionable insights
Cons
- Complex, with an overwhelming number of features
5. Monday Sales CRM — Robust Software With Simple No-Code Automations
Monday Sales CRM is a robust, fully customizable CRM that helps you visualize every step of the process, from first contact with a prospect to signing a contract.
With Monday, you can get a quick overview of what every real estate agent in your agency is working on, the close probability, and the estimated value of each deal. Additionally, everyone on the team can leave comments and attach files to specific tasks, which greatly facilitates team communication and collaboration.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Workflow visualization, team collaboration, automations | From $10/seat/month | 14-day free trial | iOS and Android apps | Gmail, Outlook, DocuSign, PandaDoc, Mailchimp, Facebook, LinkedIn |
Pricing
Here are the available Monday Sales CRM annual pricing plans:
- Basic — $10/seat/month, a minimum of 3 seats (pipeline visualization, unlimited contacts and boards, iOS and Android app)
- Standard — $14/seat/month (Basic + email integration, activity management, quotes, and invoices, up to 250 custom CRM automations)
- Pro — $24/seat/month (Standard + sales forecasting, email tracking, and automations, 25,000 automations, integrations)
- Enterprise — Custom quote (Pro + lead scoring, team goals, advanced analytics, multi-level permissions)
Pros
- Easy to customize according to your specific pipeline
- Shows close probability and estimated deal value
- Provides an in-depth overview of each deal
- Integrates with 50+ apps
- Great mobile support and among the best CRM apps
Cons
- Lead scoring is only available on the Enterprise plan
6. HubSpot Sales Hub — Best Free Real Estate CRM, With Automatic Email and Document Tracking
HubSpot Sales Hub makes it easy to start conversations with new leads, deepen relationships with existing prospects, and manage your pipeline.
With Sales Hub, every contact in your pipeline has a dedicated page, which agents can access to see what types of properties they’re interested in, what area they prefer, what their budget is, and other pertinent information.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Data centralization, email marketing, task monitoring | From $18/month | Free plan | iOS and Android | Zapier, WordPress, PandaDoc, AdRoll, Scribe, Wistia |
You can leverage Sales Hub’s Kanban boards to add new deals, assign tasks, and monitor the progress of individual tasks, so you’ll know exactly what deal each agent is working on at the moment and what stage the deal is in.
The best part about Sales Hub is that you can get started for free and test out a variety of sales, marketing, and operations tools in practice before committing to a paid plan.
Pricing
Here are Sales Hub pricing plans for individuals and small teams:
- Free Tools — Free forever, no credit card required (Free marketing, sales, service, CMS, and operations tools)
- Starter — From $18/month (Simple automation, tasks, and task queues, conversation routing, multiple currencies)
- Professional — From $450/month (Forecasting, eSignatures, email sequences, sales playbooks, advanced automations)
Pros
- Dedicated contact pages with comprehensive info
- Professionally designed email templates
- Email and document tracking
- Kanban boards
Cons
- No automations on the free plan
7. Freshsales — Great Product for Real Estate Lead Gen
Freshsales is a great option for real estate firms that want to reliably generate more leads and leverage real-time analytics to close more deals.
This CRM excels at helping you convert website visitors into qualified leads through custom web forms, live chat, and newsletter opt-ins. It also utilizes the power of AI to enrich lead profiles with their publicly available information, so you can tailor your offers according to their needs and interests.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Lead generation, predictive lead scoring | From $15/user/month | 21-day free trial | iOS and Android | Freshdesk, Mailchimp, HubSpot, Zapier, Quickbooks, Xero |
Pricing
Here are the available Freshsales pricing plans:
- Growth — $15/user/month (contact, account, and deal management, AI-powered lead scoring, up to 2,000 chatbot sessions per month)
- Pro — $39/user/month (Growth + multiple sales pipelines, time-based workflows, sales team, and territory management, up to 3,000 chatbot sessions)
- Enterprise — $69/user/month (Pro + custom modules, AI-based sales forecasting, audit logs, up to 5,000 chatbot sessions)
Pros
- Predictive lead scoring
- AI-powered lead profile enrichment
- Simple yet powerful automations
- Plenty of native integrations
Cons
- Doesn’t centralize business communications
8. Maximizer CRM — Excellent Platform for Agent Activity Tracking and Sales Coaching
Maximizer CRM is a great option if you want to know what your real estate agents are working on at all times. In addition to helping you track their activity and monitor performance, Maximizer helps you unlock coaching opportunities so you can train your team to reliably close more deals faster.
With Maximizer CRM, your agents will have easy access to all contact information, notes, and documents they need to tailor the offers to potential clients. They can even do a quick search while on the phone with the prospect to find the exact info they need in seconds.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Sales coaching, performance tracking, email marketing | From $55/user/month | Demo | iOS and Android | Excel, Gmail, Outlook, MailChimp, QuickBooks, Zapier |
Pricing
Here are the available Maximizer pricing plans:
- Base Edition — $55/user/month (sales pipeline management, lead, and opportunity management, 100Gb online storage, reporting, and analytics)
- Sales Leader Edition — $75/user/month (Base Edition + sales coaching and performance monitoring)
Pros
- Agent activity tracking and performance monitoring
- Sales enablement and coaching
- Professional email marketing templates
- Audience segmentation and drip campaigns
Cons
- The only autoresponder it integrates with is MailChimp
- No lead generation features
9. Less Annoying CRM — Simple Real Estate Solution With In-Depth Lead Reports
Less Annoying CRM is designed to be as simple and straightforward as possible. It has an intuitive UI, an easy-to-navigate timeline view, and comprehensive customer profiles with all the info in one place.
We love Less Annoying CRM’s lead reports, which ensure no single lead slips through the cracks. When you generate a report, you get a complete overview of all new leads, their statuses and priorities, contact information, and all relevant notes from your previous conversations.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Contact management, task, and event tracking, pipeline visualization | $15/user/month | 30-day free trial | iOS and Android | Google Contacts, Google Calendar, MailChimp, AgileForms, JustCall |
Pricing
Less Annoying CRM only has one pricing plan. You’re paying $15/user each month and will have access to all features and functionalities of the platform. No features are locked behind a paywall, there are no extra charges, and you can add or remove users as you see fit.
Pros
- Simple and easy to use
- Custom field types
- Comprehensive lead reports
Cons
- No marketing automation
10. Act! — Best CRM for Small Real Estate Business, With Built-in Marketing Automation
Act! is a CRM and marketing automation platform designed with small businesses in mind. It’s simple and easy to use while still providing everything real estate professionals need to streamline their business, including customer management, activity management, and marketing automation.
You can utilize Act! to create high-converting landing pages and web forms to turn your website into a lead-generation machine. The platform also offers professionally designed email templates that you can use to craft personalized messages for different segments of your audience.
| Best For | Price | Free Version/Free Trial | Mobile Support | Integrations |
| Lead generation, customer activity tracking, email marketing | From $30/user/month | 14-day free trial | iOS and Android | Outlook, Google Contacts, Slack, Eventbrite, Facebook, Instagram, Twitter |
