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The Best Real Estate CRM for 2023: In-depth Reviews & Pricing


Ask any top-performing real estate agent what their go-to, must-have, can’t-live-without tool is, and chances are they’ll say a great real estate customer relationship management (CRM) system. However, there are so many different real estate CRMs on the market, it’s hard to know which is the best one for your individual needs. We put together a list of our top seven picks and explain why each one could be the best CRM for your business.

Table of Contents


Our Close team has decades of real estate experience, and we’ve used and analyzed plenty of different real estate CRMs. To put together our list, we looked at dozens of real estate-specific CRMs and analyzed each one for pricing, features, integrations, ease of use, and interface. We also took into consideration any additional systems for marketing, analytics, transaction management, pipeline management, and automation.

7 Best CRMs for Real Estate Agents, Teams & Brokerages

(Prices as of February 2023)

Best Overall Real Estate CRM: LionDesk

LionDesk does the fundamentals really well and offers unique add-ons that are perfect for real estate professionals. Plus there’s a full-featured, 30-day free trial. LionDesk demonstrates a consistent commitment to upgrading products and rolling out new features, such as video messaging and their artificial intelligence (AI) assistant “Gabby.” We also love that the customer service delivers prompt answers via phone and email. We now measure every other real estate CRM against LionDesk’s incredible value and affordable cost.

Related Article

LionDesk CRM Review: Is It the New King of the Real Estate CRM Jungle?

LionDesk Pros & Cons

LionDesk Pros

LionDesk Cons

  • Easy to use out of the box
  • Many options create a cluttered dashboard
  • Excellent mass communication tools, including bulk text messaging
  • Transaction management is basic
  • Customizable lead profiles
  • Not the best option for scaling teams or brokerages
  • Integrated dialer for click-to-call convenience

Why We Chose LionDesk

Related Article

Is the Real Estate World Ready for an AI Assistant? LionDesk Thinks So

Is LionDesk Right for You?

Sophisticated automation, video texting and email options, landing pages, and AI responsiveness make LionDesk worth your time and money. LionDesk also offers a 30-day, full-featured trial, so whether you’re ready to change up your existing software or need your first real estate CRM, LionDesk is a stellar option.

Try LionDesk

Best Lead Nurturing CRM: Top Producer

Top Producer is one of the OGs in the real estate CRM space. Sometimes, being a product originator can mean you’re outdated, but that’s not true for Top Producer. We’ve been impressed by their ability to keep up with the changing world of real estate professionals while also anticipating future needs. 

Many real estate CRMs offer an IDX feed as a part of their features, but Top Producer takes this a step further, connecting directly with your MLS to access all of that crucial data. Most IDX feeds pull about 20 data points for each property. Top Producer’s MLS feed pulls closer to 300 pieces of information for every current listing, sold property, and expired listing.

Related Article

Top Producer CRM Review + Video Walk-through

Top Producer Pros & Cons

Top Producer Pros

Top Producer Cons

  • One of the best-integrated CRMs on the market, connecting with hundreds of third-party platforms
  • 12-month contract required
  • Excellent transaction management features
  • Automated communication options that integrate with MLS data, making nurturing easier and more effective
  • No website included in any of the base plans

Why We Chose Top Producer

Is Top Producer Right for You?

If you want to get to the next level when it comes to providing market-level data to your contacts via an MLS integration, or if you have a team where your lead routing needs some work, definitely give Top Producer a closer look.

Try Top Producer

Best CRM-Website Integration: Sierra Interactive

If you plan to scale as you build your business, you’ll want a CRM that comes with an integrated real estate website builder that generates leads, automatically populates them into a sophisticated CRM, and provides high-end lead conversion tools. Sierra Interactive is that unicorn, all-in-one sales ecosystem. It’s a powerful CRM with expert lead generation options, ad management, and stylish website design.

Sierra Interactive’s websites are some of the most advanced in the industry, and because they are so well integrated with the CRM, attracting leads and nurturing relationships through automated communication is easy and straightforward.

Sierra Interactive Pros & Cons

Sierra Interactive Pros

Sierra Interactive Cons

  • Powerful capabilities with strong analytics
  • Lead-specific action plans take automation a step further
  • Sites have limited customizations
  • Mobile app, integrated AI, and expertly designed websites
  • Not a great solution for new agents

Why We Chose Sierra Interactive

Is Sierra Interactive Right for You?

Sierra Interactive is an advanced end-to-end solution for agents who have some years of experience and a healthy budget for leads. Its real estate CRM is a good stand-alone product, but it really shows off its power when paired with Sierra Interactive’s sophisticated lead-generation websites.

Try Sierra Interactive

Best CRM for Lead Generation: Market Leader

Market Leader is primarily a lead gen company, but it also offers a CRM that is so good it needs to be included in the conversation. The real kicker? You can integrate the Market Leader CRM with virtually any real estate lead source, not just what’s native to the platform. Market Leader also happens to be The Close’s first choice for real estate lead generation companies, which automatically makes its CRM worth a look.

Market Leader Pros & Cons

Market Leader Pros

Market Leader Cons

  • Fully functional CRM with excellent automation options
  • Doesn’t have some of the more advanced analytic features
  • The included website isn’t top- notch
  • Easily scalable to teams and full brokerages
  • No transaction management, comparable market analysis, or other advanced features

Why We Chose Market Leader

Is Market Leader Right for You?

The crossover between paid lead generation and CRM makes a lot of sense for established agents who still have a real need for leads. With Market Leader, you get an excellent CRM platform as well as one of our top-rated lead generation options. Yes, you need a healthy budget to make this work, but if you’ve got the scratch for it, Market Leader is a fantastic option.

Try Market Leader

IXACT Contact rivals Propertybase and Sierra Interactive as a similar all-in-one real estate agent solution—but for a fraction of the price. The company’s robust CRM includes options for an IDX website and social media content, bringing it ever closer to closing the circle on that lead-gen-to-closing-table journey.

The company offers more-than-generous free trials, extra features, and integrated solutions that are intuitive to use and easy to scale. While IXACT Contact is a really wonderful option for new agents, we recommend it to any agent who wants a powerful real estate CRM at a great value.

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IXACT Contact Wants to Solve All Your Problems. Can It?

IXACT Contact Pros & Cons

IXACT Contact Pros

IXACT Contact Cons

  • Sleek design with user-friendly UX
  • The add-on website lacks helpful features
  • Contacts’ social media handles auto-populate in their lead profiles
  • Doesn’t sync easily with some third-party applications
  • Postcard and mass-mail functions built into the CRM

Why We Chose IXACT Contact

Is IXACT Contact Right for You?

IXACT Contact is easy to try, especially with its more-than-generous free trials. If you are looking for a real estate CRM with an IDX website component, some social media options—or gosh darn it, something free—you really should give IXACT Contact a go.

Try IXACT Contact

Best CRM for Teams & Brokerages: Propertybase

The Propertybase Salesforce Edition CRM is robust and full-featured, designed for real estate teams and brokerages that need more than just a place to store contacts. Propertybase, powered by Lone Wolf Technologies, also has a single-agent and small teams option called Propertybase Go that is optimized for smaller operations.

Related Article

Propertybase GO Review: The Next Generation of Real Estate CRM?

Propertybase offers all the features that high-powered teams and brokerages are looking for, including advanced analytics; lead routing; integrated brokerage, team and agent websites; and much more. It’s a solid, easy-to-use real estate CRM combined with a potent website development arm and effective lead-generation platform.

Propertybase Pros & Cons

Propertybase Pros

Propertybase Cons

  • Built on the rock-solid Salesforce platform
  • Certain functions like a dialer or SMS texting are not available natively
  • CRM and website are both fully MLS-integrated
  • Mass email functions negate the need for email marketing platforms like Mailchimp
  • Not available without a long-term contract

Related Article

Propertybase Review: The (Old) New Kids on The Block Get Serious

Why We Chose Propertybase

Is Propertybase Right for You?

Propertybase offers a fantastic real estate CRM with tons of customization options, from the dashboard and user interface all the way down to how your lead scores are evaluated. But the value doesn’t stop at providing a great CRM—Propertybase also offers website and lead generation services that make them as close to an end-to-end platform for large teams and brokerages as we’ve seen.

Try Propertybase

Best CRM for Marketing: Real Geeks

Like some of our other top real estate CRM picks, Real Geeks offers a full prospect-to-closing ecosystem, including a website and lead generation tools. We continue to be impressed with Real Geeks as an all-in-one solution for agents and especially like how well the CRM is optimized to organize leads captured by one’s website.

The company also offers integrated Facebook marketing, which means that your CRM is constantly primed for new leads coming from Facebook ads. If you’re looking for a real estate CRM that is part of a system designed to gain and convert leads from social, Real Geeks is a great bet.

Related Article

Real Geeks Review: An In-depth Look at Features & Pricing

Real Geeks Pros & Cons

Real Geeks Pros

Real Geeks Cons

  • Entire system is integrated to attract and convert leads
  • Can’t purchase CRM separately
  • Leads from Facebook marketing, the website, and landing pages feed into the CRM
  • The system has a significant learning curve
  • Ability to track visitors’ website activity in the CRM

Why We Chose Real Geeks

Is Real Geeks Right for You?

Real Geeks is a great choice for any agent looking for an all-in-one solution. The website and CRM work seamlessly together and allow you to manage leads. The CRM has bulk texting and emailing capabilities, plus drips and custom integrations that make it a really strong contender in this field of great real estate CRMs. If you’re looking for marketing capabilities that are built into your CRM, Real Geeks is a great product.

Try Real Geeks

Frequently Asked Questions About Real Estate CRMs

We want to answer some of your most common questions about the best real estate CRMs, from “what the heck is a CRM?” to “how do I get my large team to use our new, very expensive tools?” Feel free to ask anything we haven’t covered here in the comment section below.

Bringing It All Together

With so many different business models, philosophies, and real estate agent types out there, it is easy to see why there are so many different real estate CRMs. Which of these seven is right for you? Is there a real estate CRM that we need to add to our guide?

Drop a comment below and tell us about your favorite CRM. Is it on this list? How has it changed the way that you do business?


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