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

The value here is outstanding. We recommend the basic CRM package, which is $39 per month ($33 per month if billed annually). This includes generous monthly email, text, and video text credits, bulk texting, marketing campaigns, Text2Sell, white label email domain, transaction management, Facebook lead generation, and a custom number.

The upgraded CRM Premier includes landing pages, a single dialer, and a discounted multiline dialer, and is $139 per month ($83 per month billed annually).

LionDesk’s Lead Assist feature, specifically the AI-driven text responder known as Gabby, is our favorite new offering. Gabby automatically follows up with leads promptly, naturally, and with an uncanny ability to sound genuine and interested. In fact, many people can’t initially tell if they are texting with a live person or a bot.

Top Producer offers three different tiers. The costs depend on which plan you choose and whether you plan on paying annually or monthly, but pricing starts at $109 per month per user. Top Producer also offers add-ons. You can get a website for $35 per month and lead routing tool FiveStreet for $20 per month. All tiers require a one-year commitment.

If you’re running a team or dealing with a high volume of leads, a product like FiveStreet is a must-have. The lead response and management tool offers next-level tracking for real estate professionals who want to know where leads are coming from. It also offers the ability to assign leads custom paths to get to the right agent (or, if you’re operating solo, it will help you prioritize your follow-up efforts).

The real power comes from the analytics. Imagine what you could do if you could generate a report that would tell you how agent performance varies based on lead type, response time, and how far leads are getting in the funnel.

Sierra Interactive’s pricing is on the higher side—just the CRM is $299 per month. But if you really want to take advantage of the fully integrated ecosystem, you’ll want to upgrade to the CRM + Website package that starts at $399 per month, plus a setup fee that ranges from $250 to $500.

The website’s advanced lead generation and capture capabilities actively add leads to your CRM, which is where the nurturing begins. Each lead can be assigned an “action plan,” which is an expertly timed drip of emails, texts, and voicemails customized to the lead type. While every real estate CRM in our list offers some form of automation, Sierra Interactive takes this set-it-and-forget feature even further. In one demo, we saw that a live action plan had more than 2,500 leads and a 61% response rate.

Since Market Leader is first a lead generation tool, the costs depend on leads, not on the contact management features. Access to the Market Leader platform starts at $139 per month, but you’ll spend an additional $25 per lead or more depending on your market. Most Market Leader agents pay around $350 to $400 per month to get started. Each additional seat is $89 per month (which includes a subdomain and CRM access).

The fact that Market Leader can guarantee a certain lead volume every month is critical. After all, your CRM shouldn’t be a static collection of contact information. Think of it as a growing, living database that needs to be constantly fed new contacts to fuel the growth of your business. Market Leader’s approach ensures you’ll have new contacts in your database on a regular basis, new people to run through your nurturing campaigns, and new opportunities to turn your contacts into transactions.

Not only does IXACT Contact offer a free five-week free trial with complimentary concierge onboarding, it also offers six months free to any agent who’s within their first year of being licensed. This is a singular offer in the CRM game—nobody else has anything like it.

The base price is $38 per month when billed annually, making it an exceptional value. The rest of IXACT Contact’s features are offered a la carte, so you don’t pay for services you don’t need. For example, the social stream add-on is $20 per month, a basic IDX website is $19 per month, and additional text, email, and voicemail credits can be added as well.

Obviously, we geeked out over the free six months, but we also really like the Social Stream feature, which adds another level of service that others in the space just aren’t providing. In the Social Stream dashboard, you can select articles and videos to share with your network and choose how often you want content auto-posted to your accounts. IXACT Contact doesn’t offer original content, but there are plenty of relevant articles from reputable sources, such as Huffington Post, Forbes, HGTV, and Better Homes and Gardens, that will engage your contacts.

Starting at $875 per month for 10 users, Propertybase Salesforce Edition is ideal for larger teams and brokerages. The additional IDX-integrated website is an additional $299 per user, per month.

If you’re interested in Propertybase but don’t have the team or budget to support Propertybase Salesforce Edition, make sure to check out our review of Propertybase GO. It’s a great option for individual agents as well as smaller teams, with prices starting at $425 per month for its award-winning CRM and a fully integrated IDX website.

Most real estate CRMs offer some sort of lead score evaluation to allow real estate agents to quickly glance at a profile and determine what sort of attention that lead needs today. But no other CRM that we’re aware of allows you to adjust the criteria for that lead score, and certainly not with the granularity and detail that Propertybase offers. With Propertybase, agents can make adjustments to lead scoring criteria based on factors such as a lead’s response to your outreach campaigns or time since last contact.

You get the whole Real Geeks ecosystem, including the CRM, IDX website, AI assistant, integrations, marketing ad placement, and landing pages, for $299 per month. Simple and straightforward.

Aside from appreciating how effectively the different products work together to bring in and convert leads, we really like its AI assistant. Like LionDesk’s Gabby, this bot takes some pressure off busy agents who know that responding to a lead right away is going to help drive conversions. While not perfect, Real Geeks’ AI assistant does a good job of engaging with both buyer and seller scripts.

The best real estate CRMs operate as both contact repositories and tools for converting those leads. As you build your business, you’ll need a place to keep all of your leads and their contact information, but you’ll also need to strategize your lead nurturing and track all of your communication with those leads. A good CRM is how and where you manage all of this information.

Every real estate CRM on our best-of list helps you to stay organized with your lead generation and nurturing. A good CRM will increase productivity and efficiency, streamline transactions, and increase your effectiveness in building relationships. Ultimately, a CRM is a crucial tool in closing deals and building your business.

Sure, you might be able to get by for a little while with a spreadsheet of contact info. But I bet even the savviest Excel wizards will quickly find that a spreadsheet is simply not sustainable. You really need software that is robust enough to keep track of not only your actual contacts and their information, but also every communication with your leads (how, when, and why), and your strategy for engaging with them.

The most advanced CRMs will also let you manage your marketing (ads on social media or Google), automate your communications, and even call and record messages, all in the CRM system.

First and foremost, every real estate CRM should allow you to collect and manage contact information. In addition to the basics (email, phone number, and address) you may be able to include information like birthdays, transaction anniversaries, social media handles, or even a favorite sports team.

Some offer additional features, letting you manage your marketing, social media content, phone calls, and automated communication drips all from your CRM dashboard. Sophisticated CRMs, with pipeline management, lead distribution, and performance analysis, are well suited for large teams and brokerages.

We should also mention that a CRM should be easy to use. If it’s overly complicated and cumbersome, you and your team will never use it to its full advantage.

First and foremost, what are your needs? Consider these questions:

• What’s your budget?
• How many users will need the CRM?
• Do you need a website, marketing, or social media assistance?
• Have you been using a CRM that’s lacking features?
• Do you need the help of AI?
• How important is customer service?
• Do you want to send bulk emails or texts?
• Do you want a CRM that integrates with external providers? If so, which ones?

The short answer here is no, but it’s a nice perk to have. A real estate CRM that is directly, organically connected to your website allows you to tap into efficiencies like automatically recording your lead’s website activity on their profile or emailing personalized drip campaigns based on the properties they view.

The long and the short of it is, if you’re also looking for a website, getting a CRM and website combo is absolutely the way to go. If you already have a site you like, it might be worth looking into a CRM that integrates with it.

Yes, there are some platforms you should check out. First off, if you’re new to real estate, circle back up to the section in this guide about IXACT Contact. They offer six months free to anyone who’s had their license for less than a year. Also, check out our buyer’s guide for the best free real estate CRMs.

The answer to this question depends on your experience level. If you’ve used a CRM before, you’re probably looking at all these contenders through the lens of your old CRM. But that means you can easily miss out on the opportunities a new tool provides. Do your best to start fresh, and walk through the training as if you’re brand-new to the space.

If this is your first time using a CRM, make sure to avoid moving too fast, too soon. You were most likely sold on the product because of the advanced features it offers, but before you run, you’ve got to learn how to walk. Understand the basics before jumping into the most sophisticated workflows and automations and creating custom market updates and website integrations. Build effective lead profiles, start communicating through the platform, and use it to categorize and prioritize your leads. Once you’ve got the basics down, then you can start to level up.

If you’re going to invest in a technology platform designed for teams or entire brokerages, you want to make sure everyone is using it. After all, these tools aren’t cheap! Here are three ways to ensure your team buys in.

• Introduce the platform slowly: Even the most technologically comfortable agents aren’t going to jump headfirst into a new CRM; they’ve got clients to service and other parts of their business to maintain. Your agents can’t just put their entire world on pause for a week to learn a new platform, so offer them a transition period to get onboard.
• Train, train, train: Assume that your team members don’t know anything until they show you they do. Most agents don’t come into the real estate industry with a technology background, so just because they are successful on one platform doesn’t mean that they’ll naturally succeed on all platforms. Give them all the resources they need to learn the ins and outs of your new tool.
• Offer incentives: If everyone on your team is on the same CRM, your productivity is going to go up, your lead conversion will rise, and you’re going to close more deals. That means more money in your pocket, so pass some of that along to your agents. Consider incentivizing them with a reduced split on a commission after successfully adopting the platform or some other form of monetary benefit to give them a personal reason to buy in.

Commercial real estate is really a different beast compared to residential and needs its own set of tools. If you’re looking for a CRM that is specifically designed to help commercial real estate agents and brokers, consider BuildOut. BuildOut offers some pretty sophisticated analytics that predict sellers and uncover true property owners. The solution is comprehensive and includes a website, proposal building, emails, and marketing.

The Close has a strict editorial independence policy when it comes to advertising—one that we make public and available for all of our readers at the top of every article.

The providers in this article were chosen based on their ability to offer the best answer to the needs of real estate professionals. None of the providers on this list, regardless of whether or not we have an affiliate partnership with them, have the opportunity to influence, steer, or affect the content in this article.

We’ve spent time on each of these platforms, used their features, talked to users, and measured these tools against what our experience tells us matters to agents, teams, and brokers everywhere. Our team works hard every day to make sure we are first asking what is best for our readers, including you.