The Best Real Estate CRMs for Agents, Brokers, and Leaders

Technology has transformed every industry, and real estate is no exception. With countless contacts to manage, leads to nurture, and deals to close, adopting the right tools can make or break your business.

A good customer relationship management (CRM) system helps you organise your contact database, track leads, automate tasks, and close deals faster.

Whether you’re a real estate agent, broker, manager, or leader in a real estate firm, you’ll learn why a CRM in real estate is critical, what features to look for, and which tools stand out in 2024, in our opinion.

Top CRM Tools for Real Estate Professionals

To save you time, we’ve compiled a list of the best real estate CRMs as per our team:

1. HubSpot

HubSpot for real estate helps agents attract and nurture leads seamlessly by bridging the gap between sales and marketing.

Best for: Ease of use and a unified platform.

• Pros:
  • User-friendly interface.
  • All your data in one place, from contacts to emails.
  • Powerful marketing automation tools.
• Cons:
  • Advanced features can get pricey with higher-tier plans.

2. Zoho CRM

Zoho CRM tailors workflows to your specific needs, giving you flexibility at a budget-friendly price.

Best for: Agents already using Zoho products.

• Pros:
  • Highly customisable.
  • Affordable automation features.
• Cons:
  • Some features require additional fees.
  • Customer support can be inconsistent.

3. Pipedrive

Pipedrive’s clean layout keeps agents focused and organised without overwhelming complexity.

Best for: Simplicity and reliability.

• Pros:
  • Simple, intuitive platform.
  • Excellent pipeline visualisation.
• Cons:
  • Limited features on basic plans.
  • Upgrading can get expensive.

4. Wise Agent

Wise Agent understands the unique needs of your industry and backs it up with solid customer service.

Best for: Its real estate-specific tools.

• Pros:
  • Affordable pricing.
  • Features like drip email campaigns and transaction management tailored for real estate.
• Cons:
  • Outdated user interface.

5. Freshsales

Freshsales offers top-notch CRM performance at a fraction of the cost, making it ideal for smaller teams.

Best for: Budget-conscious professionals.

• Pros:
  • Competitive pricing.
  • Advanced features include lead scoring and email tracking.
• Cons:
  • Learning curve for new users.

Here's a quick summary:

Why a CRM Is Critical in Real Estate

Challenges in Managing Real Estate Without a CRM

Operating without a CRM presents ongoing challenges. The sheer volume of contacts you need to manage can easily become overwhelming, leading to mismanagement or lost opportunities. Tracking follow-ups manually is prone to error, and when leads grow cold because of missed outreach, your business takes a hit.

Another stumbling block is the time you spend on administrative tasks. From juggling emails to updating spreadsheets, these activities drain you of time that could be better spent engaging with prospects or securing deals. On top of that, a lack of clear, actionable data makes it difficult to evaluate performance or optimise your strategies.

The Benefits of a Real Estate CRM

A good real estate CRM solves these challenges by organising and centralising your information. It allows you to track and nurture leads automatically, keeping every interaction in one place. You can schedule follow-ups, send reminders and reduce the risk of errors affecting your workflow. With automated systems handling mundane admin work, you’ll focus more on client-facing activities.

Additionally, the best CRMs offer performance tracking and analytics, helping you monitor lead conversion rates and revenue metrics with clarity. With better data and automation, you’ll foster stronger client relationships, which means long-term retention and more referrals for your business.

Essential Features to Look for in a Real Estate CRM

Picking the best CRM for real estate isn’t just about choosing the most popular option. It’s about finding a solution tailored to your specific needs. Here are the key features you should prioritise.

Robust Contact Management

Your CRM should act as your digital address book—centralising client data and categorising it efficiently. Whether you’re working with buyers, sellers, landlords, or tenants, a CRM with a robust contact management system ensures every detail is just a few clicks away. You’ll easily store preferences, share histories, and stay prepared for each client conversation.

Seamless Lead Tracking

Real estate deals often depend on nurturing leads through various stages. The right CRM will give you visibility into where every lead stands in your sales pipeline. It should also enable you to automate touchpoints, ensuring prospects stay engaged and move closer to conversion without unnecessary delays.

Document Handling and Storage

Contracts, agreements, property forms—the paperwork in real estate is endless. Look for a CRM that simplifies the way you handle documents. With efficient storage and sharing features, you can securely manage everything without needing an external tool. This saves time and prevents errors during transactional processes.

Automation Capabilities

Repetitive tasks, like sending follow-up emails or creating reminders, can be easily automated with the best CRMs in the market. Automation not only improves efficiency but also reduces the chances of forgetting critical actions that could impact your leads.

Performance Analytics

Understanding your team’s performance and the effectiveness of your workflows is essential for long-term growth. A robust CRM will enable you to generate reports that track lead conversion rates, revenue gains, and even individual team member contributions, helping you optimise and refine your strategy.

Third-Party Integrations

If you’re already using platforms like email marketing tools or property listing services, it’s vital for your CRM to integrate smoothly with these. The best CRMs for real estate enable seamless syncing across multiple platforms, making your operations as efficient as possible.

Mobile Accessibility

Real estate transactions don’t wait for you to be at your desk. Mobile accessibility ensures your CRM is just as handy when you’re on the move. Updating client information, following up on leads, or preparing for your next meeting becomes effortless, no matter where you are.

Why HubSpot Is Your Best Bet for Real Estate

As a HubSpot partner, we’ve seen first-hand how HubSpot empowers real estate professionals. It’s more than a CRM; it’s an all-in-one platform that simplifies your processes, improves client engagement, and drives revenue growth.

With HubSpot, you can:

• Align your sales and marketing teams
• Ensure accurate reporting with up-to-date data with less manual work
• Easily access nurture emails, sales templates, and automations
• Look at each stage of the process for full sales pipeline visibility
• Visualise your full lead journey and results in a single platform

Here's a quick demo by our lead strategist - Poppy Heap on how HubSpot can help support real estate:

Final Thoughts ..

Choosing the right CRM for your real estate business is crucial to staying organised, nurturing leads, and closing deals faster. With so many options available, it’s essential to focus on the features that matter most to you—like contact management, lead tracking, automation, and document handling.

While there are several solid CRM options, HubSpot stands out as the most comprehensive, user-friendly, and flexible solution for real estate professionals.