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:

HubSpot CRM

HubSpot CRM is renowned for its user-friendly interface and robust feature set, making it a top choice for real estate professionals. Specifically designed to simplify customer interactions and sales processes, HubSpot provides tools to help you manage leads, automate marketing, and maintain strong client relationships.

Features and Benefits of HubSpot CRM:

HubSpot enables real estate agents to track leads from the initial interaction to the final deal closure. Its pipeline management tools make it easy to visualise where each deal stands, while automation features save valuable time by handling repetitive tasks like follow-up emails. The Marketing Hub allows agents to create targeted campaigns, helping boost engagement with buyers and sellers. Additionally, HubSpot offers a mobile-friendly CRM, accessible on the go.

Pros:

• Free version available with essential features.
• Excellent for inbound lead generation and nurturing through its Marketing Hub.
• Scalable, making it suitable for both growing and established firms.

Cons:

• Plans with advanced features, such as predictive lead scoring and personalised marketing, may be expensive.
• Not specifically tailored for real estate, which might require some customisation.

Zoho CRM

Zoho CRM is a versatile tool that's particularly well-suited for real estate agents, developers, and brokers due to its extensive customisation options. Its emphasis on omnichannel communication and automation streamlines client management, ensuring agents do more with less effort.

Features and Benefits of Zoho CRM:

Zoho CRM excels in managing multiple communication channels, including email, chat, social media, and calls. It scores leads based on engagement, helping agents prioritise high-value prospects. Zoho’s AI assistant, Zia, suggests the best times to follow up with clients and provides workflow automation for smoother operations. It also integrates with Zillow, allowing users to access property details directly within the platform.

Pros:

• Intuitive lead management and scoring tools.
• Supports extensive customisation, tailored to real estate workflows.
• Affordable pricing with scalable plans.

Cons:

• Advanced features like Zia require premium plans.
• Learning curve for real estate agents new to complex CRM tools.

Pipedrive CRM

Pipedrive is a lightweight, no-frills CRM that appeals to real estate professionals looking for simplicity and ease of use. While not specifically designed for real estate, its highly visual interface and intuitive workflows make it adaptable to the industry.

Features and Benefits of Pipedrive CRM:

Pipedrive’s standout feature is its Kanban-style pipeline view that provides complete visibility into deal progress. A built-in scheduler simplifies meeting arrangements, and email integration ensures seamless communication. Agents can also access the CRM through a mobile app, making it especially convenient for on-the-go professionals.

Pros:

• Simplifies lead tracking and deal management with an intuitive UI.
• Affordable pricing, starting at just $15 per user per month.
• Clean interface that prevents information overload.

Cons:

• Lacks real estate-specific features like MLS integration or property management tools.
• Limited automations compared to more advanced CRMs.

WiseAgent CRM

WiseAgent caters exclusively to real estate professionals, offering excellent tools for lead generation, transaction management, and team collaboration. It provides streamlined workflows that align with the needs of brokers and agents handling multiple deals at a time.

Features and Benefits of WiseAgent CRM:

WiseAgent shines in its ability to automate repetitive tasks such as email campaigns and follow-ups, freeing up time for agents to focus on nurturing client relationships. Transaction management features help agents keep track of deadlines, paperwork, and communications for each deal. It also integrates with various tools, including marketing platforms and IDX websites, to streamline workflows.

Pros:

• Designed specifically for real estate, with features tailored to industry needs.
• Comprehensive transaction management and team collaboration tools.
• Mid-range pricing at $49/month with no contracts.

Cons:

• The interface may feel dated compared to competitors.
• Some advanced features, like AI-based analytics, are lacking.

FreshSales CRM

FreshSales combines simplicity, functionality, and the power of AI to create an excellent CRM for businesses in various industries, including real estate. Its ability to provide actionable insights and clear sales forecasting makes it a strong contender for real estate firms looking to scale.

Features and Benefits of FreshSales CRM:

FreshSales stands out for its "Freddy AI" assistant, which helps prioritise deals, forecasts sales, and recommends actions to take next. It enables agents to engage clients across multiple channels, including email, SMS, and WhatsApp—all from a single platform. Automated lead scoring ensures that agents focus on the most promising opportunities.

Pros:

• Strong AI tools for deal prioritization and insights.
• Multi-channel communication within a unified dashboard.
• Competitive pricing; starts at $15/month per user.

Cons:

• Customising the CRM for real estate workflows may require time and effort.
• Automation features depend on higher-tier plans.

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.