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15 Best Real Estate Lead Generation CRM Software

Last Updated: July 13, 2022

Frenetic schedules, endless piles of paperwork, and having to deal with multiple future and past clients and transactions at the same time – these are all in a day’s work for professionals in any field of business, more so for top-producing real estate agents and brokers.

This is where customer relationship management (CRM) systems play an essential role. Designed to streamline workflows and cultivate client relationships in today’s internet-powered business landscape, CRMs have become an indispensable resource to manage drip marketing campaigns and follow up tools like pipeline management.

What is CRM – Customer relationship management?

CRM is software technology that helps manage a company’s relationships and interactions with current and potential clients.

Over 95% of brokers and agents use a real estate CRM and find a huge boost in their sales results. CRM for real estate agencies has tools that allow you to boost your gross commission income and streamlines the sales process. There are three different types: collaborative, analytical, and operational.

Collaborative real estate CRM integrates customers, processes, strategies, and insights. Analytical CRM for real estate collects data about customer interactions. Operational CRM, meanwhile, has marketing and service automation tools based on interactions with clients.

What role does CRM software play in real estate?

What role does CRM software play in the real estate industry?

In real estate, CRM products and solutions help agents and brokerages stay at the top of their game, no matter how competitive their market or how demanding their clientele.

The practical benefits of real estate CRMs come in many forms, thanks to the versatile selection of database management and process automation features that they offer.

From storing contacts and managing schedules to organizing documents and files and identifying priority leads, the best CRM should offer solutions for the all the features that agents and brokers want in all-in-one productivity software suites.

The best CRMs should also offer features that real estate agencies can tweak to better suit their business. Real estate CRM tools often have:

  • A centralized database for all contacts, documents, and forms

  • Communication history with clients and prospects

  • Lead capture, tracking, and conversion tools

  • Schedule, appointments, and event management tools

  • Sales pipeline and marketing automation tools

  • Tailored MLS support and customizable IDX websites

  • Website add-on resources, such as mortgage calculators, home value estimation tools, price history tracker, and property maps

  • Multi-platform and mobile app compatibility, including with Google apps

  • Real-time data synchronization

  • Responsive help desk for technical support needs

Advanced features include lead scoring, lead distribution and routing, sales forecasting, live chat, customization options, and artificial intelligence. These tools make creating strong lead generation a breeze.

15 outstanding real estate CRM options for your business

Every agent has a lot to gain from investing in a comprehensive real estate CRM system. Find yours in this list of 15 best CRM systems for real estate businesses:

  1. Salesforce

    Salesforce CRM

    When it comes to a real estate CRM system, Salesforce is one of the most recognized and widely used platforms today. A pioneer in innovating business workflow and document management on the cloud, Salesforce has helped define what a real estate CRM system should be.

    For real estate agents in particular, Salesforce’s broad range of functions and flexible customization options are ideal for streamlining high-volume sales and marketing automation.

    Salesforce plans start at a monthly $25 per-user rate for up to 10 users. Other plans are tailor-made for specific business purposes, such as sales process, email marketing campaigns, and analytics. Interested users may also request quotes for customized service suites.

    A 30-day trial period is available if you want to test out the platform’s functions before subscribing.

    Overall, a combination of robust features and flexible value plans makes Salesforce one of the best real estate CRMs at any level of business maturity.

  2. Top Producer

    Top Producer CRM

    Top Producer CRM is a leading software option specifically designed for real estate agents. Its versatility makes it a great real estate CRM for brokerages of any size.

    Real estate professionals can rely on Top Producer CRM to optimize every process they need, from establishing initial contact with leads to maintaining long-term clients and welcoming referrals.

    While it already offers an exceptional selection of features by default, Top Producer CRM promises constant evolution as the developers regularly add new features to the platform.

    Top Producer CRM price plans start at $45 per month (or $450, if billed annually), with their standard Professional package priced at $75 per month ($750 annually).

  3. Hubspot CRM

    Hubspot CRM

    If you are looking for a free, web-based real estate CRM solution to address your business needs, Hubspot CRM may be exactly what you need.

    Available free of charge, Hubspot CRM offers an outstanding feature set with an easy-to-learn visual interface. Its intuitive dashboard is easy to learn, allowing you to effortlessly maximize its rich features right away.

    As a completely free real estate CRM software package, Hubspot CRM is the ideal choice for individual real estate agents or small brokerages that are just starting out in the business.

  4. Follow Up Boss

    Follow Up Boss

    Effective and convenient lead generation tools make Follow Up Boss one of the most reliable real estate CRM software solutions for realtors. With push notifications to manage transactions, advanced drip marketing automation, and an easy-to-use visual dashboard, this platform seamlessly fits into agents’ day-to-day client engagement strategies and activities.

    Follow Up Boss plans start at $49 per user per month. Their most popular option, priced at $69 per user per month, adds advanced two-way texting functions and lead distribution tools to the base package. Subscribers that opt to pay annually will get their first two months free of charge.

  5. Freshsales CRM

    Freshsales CRM

    Freshsales is another real estate CRM software option that appeals to agents and brokerages that are looking for a cost-efficient solution for their lead management needs.

    Available as a free product with a comprehensive set of essential real estate CRM tools, Freshsales also comes in tiered plans that expand the suite’s range of features as the business grows.

    The freemium “Sprout” plan is available for teams of up to 10 members. Paid packages start at $12 per user per month (billed annually). Their most popular plan is priced at $49 per user.

  6. Contactually

    Contactually CRM

    Thanks to its intuitive interface, the learning curve for Contactually is fairly flat. Even first-time users of CRM software will find Contactually easy-to-use and reliable for relationship-building campaigns with clients.

    At its core, Contactually is a virtual assistant that centralizes contacts and tracks all messages and touchpoints between agents and their clients. This platform streamlines your day-to-day outreach work. Everything is organized, planned, and can even be automated from a single dashboard.

    Contactually is available in Professional ($69 per user monthly) and Accelerator ($119 per user monthly) plans. Customers can also start with a free 14-day trial.

  7. Pipedrive

    Pipedrive CRM

    Designed with a focus on the sales pipeline, Pipedrive is perfect for the sales-driven real estate business.

    Agents and firms can use Pipedrive to collect, store, and organize information from their leads and long-term clients. More importantly, this platform helps agents make sense of these huge, disparate chunks of CRM data using its visually driven interface and customizable automated tools.

    Pipedrive is available at per-user monthly rates starting at $12.50, making it an affordable choice for small to medium-size brokerages. The top-tier plan is priced at $99 per user per month. A 14-day free trial is also available.

  8. Zoho CRM

    Zoho CRM

    Zoho CRM equips new real estate agents and brokerages with a complete but affordable lead generation and management system. With the excellent value that it offers, Zoho easily earns its place among the best CRM software for the real estate industry today.

    Zoho plans start at just $8 per user per month (billed annually). Enterprise, the most commonly purchased package, is at $35 per user per month. It is also free to try for 15 days.

  9. Wise Agent

    Wise Agent CRM

    The cloud-based Wise Agent CRM platform is designed to be every agent’s go-to real estate lead management system. From its layout alone, you can tell that the Wise Agent CRM system was created specifically for real estate brokers and agents. In addition to its tailored set of features, Wise Agent also has a dependable customer support service ready to attend to customers’ troubleshooting needs.

    Wise Agent is available at $29 per month or $299 annually, inclusive of one-on-one onboarding. You can also request a quote from Wise Agent for a custom package based on the specific needs of your business.

  10. Insightly CRM

    Insightly CRM

    Insightly stands out because of its modern, easy-to-navigate interface. The streamlined dashboard makes the platform and its impressive suite of features engaging and easy to navigate.

    Even with only the basic plan, you can already take advantage of a wide range of versatile CRM functions. Insightly is also available as iOS and Android apps, and can be integrated with commonly used third-party software including Microsoft Office, Google G-Suite, and Slack.

    Plans for Insightly CRM start at $29 per user per month (billed annually). Its most popular package, Professional, goes for $49 per user per month. This price range, combined with the platform’s easy-to-learn design, make Insightly one of the best real estate lead capture software options for small to medium-sized real estate firms.

  11. Propertybase

    Propertybase CRM

    Built on the Salesforce platform, Propertybase’s real estate CRM stands on firm ground while offering an extensive list of features specifically designed for real estate professionals including advanced lead scoring.

    Pricing details for Propertybase plans are unlisted. Interested customers can request a demo and a free 14-day trial instead.

  12. Market Leader

    Market Leader CRM

    Having been active in the lead generation services and contact management systems game since 1999, Market Leader already serves a large user base of more than 250,000 agents and brokerages in North America.

    The Market Leader CRM features an intuitive dashboard that makes the system easy to learn, even for inexperienced users. You can also access built-in webinars that explain how to maximize the platform using best practices in lead management.

    Market Leader CRM price plans are not listed.

  13. BoomTown!

    BoomTown! CRM

    Real estate professionals at any level of experience will find exactly what they need with just one quick look at Boomtown CRM’s trio of main offerings. These options begin with “Launch,” which is tailored for agents and real estate firms that are just starting out. “Grow” is ideal for expanding teams, while “Advance” is best suited for established and large-scale brokerage companies.

    Pricing details for Boomtown CRM are unlisted, although demos are available by request.

  14. Apptivo CRM

    Apptivo CRM

    If you need a CRM solution that can do it all without asking you to break the bank, you won’t go wrong with Apptivo. It has a broad range of features that are designed as separate modules, enabling users to combine and customize the system according to the size, maturity, and specific application requirements of their business.

    Subscription plans start as low as $8 per user per month (billed annually). Teams of three members or fewer can also use Apptivo’s freemium Starter service.

    With flexibility and scalability that many real estate agents and companies can maximize as their ventures grow, Apptivo CRM is a worthwhile early-stage investment that promises to pay off in the long term.

  15. Kunversion+


    Used by more than 40,000 real estate professionals in the United States and Canada, the original Kunversion CRM recently introduced its latest upgrade called Kunversion+.

    The revamped iteration presents an improved interface that allows you to find leads efficiently and effectively, whether you are using a desktop or mobile device. Smart campaigns are pre-built and available for customization, while real-time property search alerts and automated correspondence tracking functions are easy to set up.

    Pricing for Kunversion+ CRM depends on the specific requirements of your business. Demos and pricing quotations are available by request.

Maximize your powerful CRM with full integration into your real estate agent website

The variety of top-rated CRM solutions is a boon for today’s tech-savvy top producers. But software can only take you so far. Nothing beats having a team that knows exactly how to lead you toward success and sustained growth.

Bridge the gap between technological innovation and high-touch collaboration with Agent Image. Use our website design and digital marketing expertise to leverage the full automation capabilities of your real estate CRM software on a beautiful and full-featured agent website that expands your online presence and impact.

With more than 20,000 real estate websites designed and launched through 20 successful years in the real estate business, Agent Image is trusted by the world’s best agents and brokers. Let us be the crucial piece you need to complete your online marketing strategy.

Want to learn more about Agent Image’s industry-leading services? Get in touch with us today. Our savvy and insightful specialists look forward to hearing from you.

Please note that Agent Image is not affiliated with any of the brands mentioned in the preceding article. This list was created solely for informational purposes, and is not to be considered a direct endorsement from the Agent Image team. All products and features described are accurate as of January 15, 2020.


Q. What is the best real estate CRM for lead generation that most real estate agents use?

A. According to Forbes, Wise Agent is a good all-around CRM. However, we find all of the software companies listed above as excellent options. The best real estate CRM is one that meets your needs best.

Q. Does a CRM generate leads?

A. Yes, a real estate CRM will get potential clients into your sales pipeline.

Q. Do real estate agents use CRM?

A. More than 95% of agents use real estate CRM because of useful features like document management, task management, project management, and transaction management tools.

Q. What is the best real estate CRM?

A. The best real estate CRM software depends on your needs. Look for a CRM built by people who understand the real estate industry.

Q. Is there a completely free CRM?

A. Yes, there are. But they may not have the robust features that paid options provide. Also, you may encounter issues when integrating them into your real estate website.

Q. What phone capabilities do CRMs for real estate have?

A. A CRM can maintain calling lists, allowing the real estate agent to make phone calls very quickly. Most offer built-in calling and click-to-call capabilities so agents never miss inquiries.

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