The 7 Best CRM Systems for the Real Estate Industry in 2021

Couple viewing house thumbnail

By Rob Binns | Senior Writer | Updated: 8 February 2021

Power your pipeline, processes, property and people with our top 7 CRM picks for realtors


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 top 7 CRM software solutions for the real estate industry, and reviewed them all below to give you a headstart.


The 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!

Of course, you might not have the time to sift through seven of the best real estate CRM suppliers right now, and that's okay. You've got condos to sell, after all!

If this is the case, let us help take some of the hassle out of comparing real estate CRM quotes. Simply hit one of the buttons below to start our free questionnaire. We'll ask a few questions designed to give us a better idea of what your requirements – and expectations – from your next CRM software are.

It takes 30 seconds to fill out, and once you're done, we'll match you with one or more CRM software suppliers that meet your needs. No obligation to you whatsoever… just a quicker, simpler way of finding the right CRM for your real estate agency!

Enjoy.

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1. Do you already use real estate CRM software? YES NO

Freshworks CRM

Best for user-friendliness

Feel like you’re stuck in the past, rifling through stacks of notes or wrestling with overstuffed spreadsheets? Looking for a way to revitalize the sales efforts of your team of realtors? With a clean, user-friendly dashboard and intelligent sales and reporting features, Freshworks CRM (formerly Freshsales) can offer a fresh new direction for your real estate business.

A feature-rich CRM with a proven track record of success, Freshworks CRM offers a vibrant, colorful 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. Oh, and it’s cloud-based, too, putting all your team on the same page – and letting you get back to clients anywhere, anytime.

Freshworks CRM for Realtors – Pricing

Freshworks CRM’s ‘Sales Cloud’ starts at a relatively cheap $29 per user, per month, and – as you can probably divine – is tailored to the needs of sales teams.

The ‘Marketing Cloud’ is handmade for departments focused on generating leads or selling products through direct or inbound marketing. As a comprehensive marketing automation tool, it's no match for the likes of HubSpot, but – thankfully – its asking price is nowhere near as lofty. This one starts at a flat rate of just $19 per month.

The ‘Customer-for-Life Cloud’ packages the Sales Cloud and Marketing Cloud together to form an all-in-one offering, which also includes your basic chat and telephony features.

GrowthProEnterprise
Sales Cloud$29 per user, per month$59 per user, per month$99 per user, per month
Marketing Cloud$19 per month$59 per month$99 per month
Customer-for-Life Cloud$29 per user, per month$69 per user, per month$125 per user, per month

Freshworks CRM offers a 21-day free trial. There's also a surprisingly generous free plan – 24/5 customer support is included, as is an unlimited amount of contacts.

Pros:

  • 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
For a broader overview of how much a wide variety of CRM systems cost, head to our complete guide to CRM pricing in 2021.

LionDesk

Best for managing sales teams

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.

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 when it comes to supercharging 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 CRM for Realtors – Pricing

LionDesk’s cheapest plan, ‘Starter’, comes at an alluring price point, but marketing teams be warned – it’ll place pretty stringent limits on your text messaging and email credits.

We’d recommend diving straight into the ‘Pro+’ plan. Among the more technical of its flashier features is a white-label email domain, a custom number for texting, and the ability to manage multiple transactions at once.

StarterPro+Elite
Billed monthly$21 per month$42 per month$83 per month
Billed annually$250 per year$499 per year$999 per year

The ‘Elite’ plan doubles down on the cost, but investment here will score you third-party integrations, plus priority support and one-to-one training.

Pros:

  • Its more advanced pricing plans are still surprisingly affordable
  • Lets you respond in real-time, via text or phone
  • Free version and 30-day trial

X Cons:

  • Limited onboarding support currently available for new users
Close up of a real estate deal being hashed out

Salesforce

Best for reporting and analytics

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.

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. Plus, Salesforce is inarguably the finest analytical CRM on the market – so 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 CRM for Realtors – Pricing

Saleforce's wide range of pricing plans, which split up functions for different functions and times, mean that there's a wide range of options to choose from. Starting at just $25 per user, per month, these plans are accessible, too – though they can get expensive, and fast.

EssentialsProfessionalEnterpriseUnlimited
Sales Cloud$25 per user, per month$75 per user, per month$150 per user, per month$300 per user, per month
Service Cloud$25 per user, per month$75 per user, per month$150 per user, per month$300 per user, per month
Sales and Service CloudN/A$100 per user, per month$175 per user, per month$325 per user, per month
Marketing Cloud$400 per month$1,250 per month$3,750 per monthBy request

Pros:

  • Plenty of flexibility, with a variety of pricing plans to choose from
  • Wide range of integrations to unify all parts of your realty business
  • Excellent customer support

X Cons:

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

Wise Agent

Best for intelligent lead automation

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

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 makes it an ideal CRM 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 CRM for Realtors – Pricing

Atypically for a CRM provider, Wise Agent includes one-to-one onboarding with all of its pricing plans – not to mention free, 24/7 customer support.

MonthlyAnnualEnterprise
$29 per month$299 per year ($24.91 per month)On request

We’d recommend picking the ‘Annual’ plan. As the name suggests, you’ll have to pay a whole year’s worth of CRM subscription in one go, but you’ll save 14% in the process – so we reckon it’s worth it.

If your real estate agency requires something with a little more of a punch, you can contact Wise Agent for a bespoke rate, with the ‘Enterprise’ plan. API (Application Programming Interface) and a fully white label solution are among the benefits for larger realtors – though don't expect it to come cheap!

Pros:

  • 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:

  • The interface is a little clunky, and could certainly use some improvement
  • Premium features can be more difficult to get the hang of
A key being passed from hand to hand

Thryv

Best for omni-channel communication

Thryv is all about simplifying how you communicate with buyers. This isn’t the 90s, after all, and selling houses isn’t as simple as picking up the phone, or pitching a yard sign on the front lawn. Nope – to be most effective, you need to be engaging with potential buyers over text, social media, email… the lot.

Thankfully, this is where Thryv, well… thrives. It pulls your agency’s conversations with clients across multiple channels – including various social media platforms, SMS, and telephone – into a single, unified dashboard. You can publish and promote listings on Instagram, engage with leads on Twitter, and gain followers on LinkedIn to boost your agency’s professional profile. You can rest easy that you’ll be in safe hands, too – all Thryv’s plans come with 24/7 support, and personalized onboarding.

Thryv CRM for Realtors – Pricing

Unlike most CRM providers, Thryv is priced on a custom proposal basis. Each of its pricing plans is tailored to your industry, number of team members, and the level of features you’ll require.

In that way, Thryv has a lot in common with our own quote-finding questionnaire. Simply hit one of the buttons below to answer the first question, and get started. It won’t take long – certainly no more than a minute – and we’ll ask only for what we need to match you with the right supplier for you.

Once we do, that particular real estate CRM supplier (it may even be more than one, if there’s a fit) will be in touch with you directly to discuss all things CRM, and offer quotes tailored to your specific requirements. Happy researching!

Compare Quotes From Leading Real Estate CRM Software Providers and Save
It takes just 30 seconds...
1. Do you already use real estate CRM software? YES NO

Pros:

  • Excellent customer support, with a particularly impressive knowledge center
  • 24/7 support, for heaven’s sake!
  • Connects via third-party integration to all your favorite apps, including JotForm, QuickBooks, and Shopify

X Cons:

  • Custom pricing makes Thryv a difficult expense to budget for

Keap

Most bang for your buck

It’s not the cheapest CRM system on our list, but that doesn’t mean Keap (formerly InfusionSoft) doesn't offer value for money. That’s because, no matter which plan you select, you get everything.

And we mean everything. All Keap’s pricing plans come with unlimited emails, lead capture, and basically all the sales and marketing automation capabilities you could wish for. What’s more, the support is top quality – you’ll receive assistance with your data migration, as well as ongoing technical backup via email. Keap’s real estate CRM even allows your team to bill clients, send invoices, and accept payments from within the software’s interface, too. It’s a nice finishing touch to Keap's classy, budget-friendly option – and one that all realtors should strongly consider.

Keap CRM for Realtors – Pricing

With three pricing plans, this CRM ‘keaps’ things not only simple, but impressively affordable, too. You’ll get a discounted rate for the first five months, whichever plan you choose, and the ‘Lite’ plan begins at just $56 per month. That’s not a per user, per month rate, either – you’ll just pay a flat monthly fee for you and your whole team.

LiteProMax
$56 per month ($79 per month after five months)$105 per month ($149 per month after five months)$140 per month ($199 per month after five months)

The ‘Lite’ plan covers all your core real estate CRM needs, such as email marketing and lead tracking functionality. We’d recommend upgrading to the ‘Pro’ plan (from $105 per month), though – it’s where Keap starts flexing its sales and marketing automation muscles, and you’ll get some pretty neat benefits in terms of personalization, too.

Keap’s ‘Max’ plan – $199 per month, after the initial discounted period – is likely to exceed the budgets of smaller real estate agencies. But for that headier outlay, you’ll get the kitchen sink: ecommerce capabilities, app integrations, and advanced, fully customizable sales and marketing campaigns. This one’s a keeper!

Pros:

  • Excellent Trustpilot rating
  • Strong customer support
  • Simple contact management functionality makes it easy to maintain your client database

X Cons:

  • Onboarding (or, in Keap's parlance, 'Expert Coaching') comes with a mandatory, one-off fee of $499

Contactually

Best for personalizable email templates and content

With Contactually, you’re not only getting a highly capable CRM that has a handful of real estate features thrown in. No way.

With Contactually, you’re bagging a CRM system that’s purpose-built for the specific pain points and requirements of the real estate industry – and a piece of software that’ll make your team’s life a lot easier, to boot.

If any real estate CRMs here come close to matching the usability of Freshworks CRM’s interface, it’s Contactually. With an intuitive, ‘Kanban style’ drag-and-drop template builder, managing your pipeline was never easier. That’s not the main reason we love Contactually, though. Apart from being designed for realtors, its best feature has to be its customizable email templates and content.

Ideal for when you’re short on time, these allow you to automate your communications to buyers, sellers, and prospects alike – all while adapting each message you send to the unique circumstances and preferences of the recipient. Building your brand while building relationships? It's a no-brainer!

Contactually CRM for Realtors – Pricing

With Contactually’s savvy, purpose-built real estate CRM, you won’t have to worry about picking from a range of complex pricing plans. Handily, there are just two to pick from.

ProfessionalAccelerator
$69 per month$119 per month

With Contactually’s ‘Professional’ plan ($69 per month), your team of real estate hotshots will benefit from bulk automated email marketing campaigns, slick apps for iOS and Android, and a template library for email and text sends.

Better still, you’ll profit from Contactually’s smart, AI-driven feature for email marketing teams, which tells you when the best time to send emails to certain prospects is.

The ‘Accelerator’ plan ($119 per month) scores your agency prioritized support, as well as lead nurturing content capabilities. You can try either of Contactually’s real estate CRM plans for two weeks, completely free.

Pros:

  • Offers CRM tailored to both agents and brokerages
  • Sports a sparkling, color-infused UX (user experience)
  • Compatible with Google and Microsoft Office 365

X Cons:

  • No live chat or phone-based support available

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 hit one of the buttons below to begin our free, quote-finding questionnaire. We’ll ask you a couple of quick questions about your requirements. These include whether you've used a CRM system before, the size of your team, and what – if any – type of contact management software you're currently using.

When you're done, we'll match you with top real estate CRM suppliers, who'll be in touch with quotes tailored to your real estate agency. It takes a minute, and it’s free!

Compare Quotes From Leading Real Estate CRM Software Providers and Save
It takes just 30 seconds...
1. Do you already use real estate CRM software? YES NO

FAQs

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!).

For more about what streamlining and automating your real estate agency's customer support workflows – such as implementing chat bots, and developing an online knowledge center – check out our guide to customer service automation, written for 2021.

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, Freshworks CRM and LionDesk also boast completely free plans 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.

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 don't forget to do your research.

Or, if you’re not in the mood to do the research right now, just complete our quote-finding questionnaire instead, to receive bespoke rates on CRM for realtors.

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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