Best CRM Software for the Real Estate Industry

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By Rob Binns | Senior Writer | Published: 28 March 2019

Power your pipeline, processes, property and people with our top CRM picks for realtors

Best CRM Software for the Real Estate Industry
What do you love most about working in the real estate industry? Slapping that ‘Sold’ sticker on the front lawn ‘For Sale’ sign? That look in a buyer's eyes when their offer is accepted? Matching a pair of newlyweds with their first home?

Whatever it is, we’re guessing it’s probably not the administration – the boring, repetitive tasks involved in realty. Playing phone tag with potential leads isn’t much fun; neither is losing track of a big deal, or misplacing key client or property information.

Here’s where a Customer Relationship Management (CRM) system can help. It’s software that’ll lighten your workload, perfect your pipeline, and streamline your sales process. But with so many CRM companies all vying for your custom, choosing the right real estate software can be a real struggle.

That’s where we can help. We’ve collected our favourite CRM software for the real estate industry, and reviewed them to give you a headstart. Jump into our table for prices, skip to our FAQ section, or fill out our form to get tailored real estate CRM quotes today.

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Best CRM Software for the Real Estate Industry

Real Estate CRM Software Best Feature Prices From Free Trial? Star Rating Read Review
Freshsales User-friendly, easy-on-the-eye dashboard $0 30 days Freshsales Review
LionDesk Simple sales team management $29 30 days LionDesk Review
Salesforce Detailed reporting and analytics $25 30 days Salesforce Review
Wise Agent Intelligent lead automation $24.90 30 days Wise Agent Review

Best CRM Software for the Real Estate Industry

We took a look at the real estate CRM software that's changing the way US businesses work. These CRM systems will streamline your workload, do the repetitive stuff for you, and – most importantly – help you sell more property. Here they are.

The best real estate CRM software for US businesses:


Best for user-friendliness

Looking for a way to revitalise the sales efforts of your team of realtors? Freshsales offers just the thing – a feature-rich CRM with a proven track record of success. Freshsales offers a vibrant, colourful interface that’s a genuine pleasure to use. It syncs seamlessly with your email and calendar to provide a single, straightforward solution to managing your leads, clients, and offers. It’s cloud-based, too, putting all your team on the same page – and letting you get back to clients anywhere, anytime.

Freshsales Pricing

Sprout Blossom Garden Estate Forest
$0 $12 per user, per month $25 per user, per month $49 per user, per month $79 per user, per month
Sales and Service Cloud $100 per user, per month N/A $175 per user, per month $325 per user, per month


  • Striking ‘Sales Cycle and Velocity’ reports can fill you in on where each member of your team is at in the sales process
  • Lets you track how your prospects are engaging with your products and website
  • Completely free (albeit more limited) plan available

X Cons:

  • Not as many app integrations as some other real estate CRM software on the market

In a nutshell

Feel like you’re stuck in the past, rifling through stacks of notes or wrestling with overstuffed spreadsheets? With a clean, user-friendly dashboard and intelligent sales and reporting features, Freshsales can offer a fresh new direction for your real estate business.

▶ Find out more: The Best CRM Systems for Small Businesses


Best for managing sales teams

If we said that LionDesk CRM wouldn’t be a valuable addition to your desk, then we’d be ‘lion’! Tailor-made for US real estate businesses, it’s a powerful tool for managing your properties, documents, tasks, and pipeline. It’s also ideal for managing your sales team – you can assign leads and contacts to different agents, based on their performance. This makes it simple to track your team’s progress, and view what deals they’ve got cooking in the pipeline. In turn, this means you can follow the sales process with ease – all the way from that first enquiry, to the day your buyer signs on the dotted line.

LionDesk Pricing

Pro ProPlus Enterprise
$29 per month $49 per month Prices available on enquiry


  • More advanced pricing plans are still surprisingly affordable
  • Lets you respond in real-time via text or phone
  • Free 30-day trial makes investment less risky

X Cons:

  • Limited onboarding support currently available for new users

In a nutshell

LionDesk is an affordable, intuitive CRM solution that’s handmade for the unique needs of your real estate business. It’s great for running sales teams of all sizes, and boasts a host of intelligent features for realtors.

Explore CRM options for your real estate business
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Best for reporting and analytics

With two decades of experience bringing people and businesses together, Salesforce offers an original, innovative cloud CRM solution. Manage everything from one central hub, on whatever device you like to carry around. Salesforce flaunts a sleek, stylish interface that lets you monitor deals at a glance. And its powerful reporting means you’ll get every bit of info you need, quite literally, in the palm of your hand. Drive productivity, and ensure your staff are spending less time with their heads in the clouds – and more time in the cloud!

Salesforce Pricing

Salesforce Essentials Lightning Professional Lightning Enterprise Lightning Unlimited
Sales Cloud $25 per user, per month From $75 per user, per month From $150 per user, per month From $300 to $170 per user, per month
Sales and Service Cloud $100 per user, per month N/A $175 per user, per month $325 per user, per month


  • Plenty of flexibility, with a variety of pricing plans to choose from
  • Wide range of integrations to unify all parts of your realty business
  • Massive global brand

X Cons:

  • High price point for the better plans may stretch the budget of small businesses
  • Better features can be more difficult to get the hang of

In a nutshell

For larger real estate agencies, Salesforce offers one of the smartest, most powerful CRM solutions in the US. However, that comes with a price – and there’s lots to learn if your team are to get the best value out of its feature-rich tableau.

Wise Agent

Best for intelligent lead automation

Wise Agent offers a CRM that’s handmade for the ups and downs of the real estate industry. It’s an ‘owl-in-one’ solution ideal for small businesses. Why? Well, it’s got one of the lowest price points for real estate CRM that you can buy in the US – and it'll throw 24/7, 365-day live customer support into the bargain, too. And that’s not even taking into account what Wise Agent can do – its lead automation feature pulls through your prospects’ social data, giving you better quality leads and a better chance of closing deals. Wise settle for less?

Wise Agent Pricing

Monthly Annual Enterprise
$29 per month $24.90 per month Prices available on enquiry


  • One-on-one onboarding provided free with all plans
  • Highly customizable and scalable software
  • Automated marketing tool means your advertising doesn’t have to stop when you do

X Cons:

  • Interface is a little clunky, and could be improved

In a nutshell

With low annual rates and quality customer support, Wise Agent offers an intuitive, intelligent, and industry-specific approach to CRM for your realty business.

▶ Find out more: Top 5 Cheap CRM Systems

Next Steps

Your houses are flying off the shelves – but are you sold on a CRM software provider? If you’re not, don’t freak out – we’ve got you covered. Simply fill out our form. We’ll ask you a couple of quick questions about your requirements, and match you with top real estate CRM suppliers. It takes a minute, and it’s free!


What is real estate CRM?

Real estate CRM is software designed to meet the unique, constantly shifting needs of your industry. A CRM system acts as a central hub for all your business’ data. Think properties, client info, deal timelines, sales pipelines – basically everything you need as a full-time realtor.

As well as acting as the go-to heart of your agency, CRM systems automate key processes. This saves time, helps prevent mistakes, and lets you do what you do best (which, hopefully, is sell houses!).

Want to know more about how CRM software can boost your business? Explore our guide to how CRM can maximize your profits.

What is cloud-based real estate CRM?

Don’t stress – it’s not about to rain, and you don’t need a degree in meteorology to understand this one. All it means is that the data we were just talking about is stored ‘in the cloud’, rather than on your computer.

Cloud-based CRM software is essential for modern businesses. It lets you access huge banks of crucial data from your smartphone, tablet, or laptop – wherever you are in the world. All you need is an internet connection (and if it is raining, preferably a dry place to work!)

Is there free real estate CRM?

Yep – as well as providing one of the simplest, smoothest CRM systems on the market, Freshsales also has a completely free plan to boot.

Bear in mind, though – you do get what you pay for. While a free plan is okay to test the water, it’s not a long-term solution. More expensive plans give you more users, and unlock more advanced features to grow your business.

▶ Read more: Compare CRM Software Prices

How does real estate CRM work with the MLS?

Ahh, the MLS. Not to be confused with our national soccer league, the Multiple Listing Service is the beating heart at the center of the real estate industry. As a US-based realtor, you use the MLS database every day. So how does it work with your CRM solution? With everyone’s favorite “I” word – integration (not ice cream).

What this means is that you’ll need to choose a CRM system which offers integration with your MLS account (or accounts, if you have several). The right CRM software automatically imports MLS listings, so you won’t have to leave the CRM to work with them. Not all CRM software boasts MLS integration, though – so remember to do your research.

Or, if you’re not in the mood to do the research right now, just fill out our form instead. Free, tailored, no-obligation quotes from top suppliers? Sold!

Rob Binns
Rob Binns Senior Writer

Rob writes mainly about the payments industry, but also brings to the table industry-specific knowledge of CRM software, business loans, fulfilment, and invoice finance. When not exasperating his editor with bad puns, he can be found relaxing in a sunny (socially-distanced) corner, with a beer and a battered copy of Dostoevsky.

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