Read our comparison of Pipedrive vs Salesforce to decide which CRM is right for your business based on their price, usability, features, and more.
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Real estate CRM software can be both general or industry-specific options that provide a good mix of general sales and marketing features as well as robust industry-relevant real estate features. Often, this includes basic sales and marketing functionality like pipeline management as well as industry features like integration with the MLS. Below we rank the top real estate CRM software using quantitative scoring, assessing both general and industry options.
Here are the top eight best real estate CRM options:
- Zoho CRM: (Overall winner) Best affordable CRM with marketing features (free starting price).
- IXACT Contact: Most suited real estate CRM for new agents ($33 starting price).
- LionDesk: Ideal for busy agents needing task automation ($21 starting price).
- Pipedrive: Best for an easy-to-use CRM with visual pipelines ($12.50 starting price).
- Wise Agent: Real estate-specific CRM with the most customer support ($29 starting price).
- Top Producer: Best CRM with robust real estate apps ($45 starting price).
- Realvolve: Ideal for agents who need a customizable CRM ($49 starting price).
- Daylite: Best for agents who exclusively use Apple products (free starting price).
If you're price-conscious or only want to test the CRM waters, we've also rated the top free real estate CRMs. However, features are limited and industry-specific options are few, so if you need a highly functional option, continue reading below.
How We Evaluated the Best Real Estate CRM Software
The best real estate CRM software can be either general CRMs with sales and marketing features or real estate-centric options with industry-specific CRM features. Because of this, we reviewed dozens of general and industry CRMs to find the best mix of choices for real estate professionals. Each option was analyzed using six weighted evaluation criteria important to realty professionals in order to determine an overall score for each option out of five, including primary use cases.
Note: All per-user prices are monthly with a one-year commitment unless otherwise noted.
While some may score high in one category, we found that the overall best real estate CRM option is Zoho CRM with a total score of 4.2 stars. Check out how each CRM software scored across all six categories below, including a summary of features, pricing, and pros and cons:
Zoho CRM: Best Overall Real Estate CRM
Great option for agents needing an affordable general CRM with some real estate integrations.
Price Range: Free to $45 per user, per month (15- to 30-day trial)
Zoho CRM may not be an industry-specific real estate CRM, but it ticks enough of the right boxes to take the top spot on our list. It has plenty of must-have general CRM features like lead generation and contact management, but adds industry-specific characteristics such as referral tracking and Zillow integration. The result is a well-rounded real estate CRM. Zoho CRM’s paid plans are among the most affordable (from $12) and include a 15- to 30-day free trial.
Zoho CRM Pricing
- Free-for-Life: Supports up to three users
- Standard: $12 per user, per month
- Professional: $20 per user, per month
- Enterprise: $35 per user, per month
- Ultimate: $45 per user, per month
- Free Trial: 15- to 30-days included with paid plans
Zoho CRM Key Features
- Lead generation: Landing pages, social media, referral tracking, and live chat
- Built-in transaction management: Create and store quotes, invoices, and bills
- Free app integrations: Include Zillow, Docusign, SMS Magic, Zapier, and Calendly
- Multi-channel campaign management: Emails and social media
IXACT Contact: Best for New Agents
Simple interface, easy-to-use software, and a 6-month free trial for new agents makes it great for those just starting out.
Price Range: $33 per user, per month (60-day free trial)
IXACT Contact is the perfect CRM for new real estate agents thanks to a simple interface, setup assistance from the Concierge Support Team, and an impressive 6-month risk-free trial. However, more seasoned realtors will still benefit from this CRM’s data-rich contact profiles, automated drip campaigns, and third-party integrations with various real estate platforms. Plus, veteran agents can still take advantage of IXACT Contact’s generous 60-day free trial.
IXACT Contact Pricing
- Single-Tier Pricing: $33 per user, per month
- Free trial: 60 days
- Rookie Agent Program: six months free
IXACT Contact Key Features
- Task automation: Email newsletters, drip campaigns, and social media
- SSO integrations with agent portals: RE/MAX Integra, Douglas Elliman, F.C. Tucker
- Concierge Support: Assists with uploading data, automation, and branding
- Free trials: Six months for rookie agents, 60 days for everyone else
LionDesk: Best for Task Automation
Automates much of the lead generation and nurturing process, with over 100 productivity app integrations.
Price Range: $21-$83 per user, per month (30-day free trial)
LionDesk real estate CRM is here to relieve the burden of qualifying leads from busy real estate agents. Its intuitive AI, nicknamed Gabby, asks leads all the right qualifying questions via SMS. Meanwhile, LionDesk also automates multi-channel drip campaigns, generates Facebook leads, and integrates with over 100 apps. With a wealth of pre-built and automated options, LionDesk is worth it for agents who need to devote more time to closing. A 30-day limited trial is included.
LionDesk Pricing
- Starter: $21 per user, per month
- Pro+: $42 per user, per month
- Elite: $83 per user, per month
- Free trial: 30-day limited free trial
LionDesk Key Features
- Gabby AI: Communicates with leads via SMS for up to 12 months
- Drip campaigns: Emails, text messages, and phone calls
- Integrates with 100+ apps: Includes Zillow, Trulia, Boomtown, and Facebook
- Other key features: Enhanced reports, closing tracker, and contact list segmentation
Pipedrive: Best for a Visual Pipeline
General CRM with real estate features known for its drag-and-drop pipeline interface.
Price Range: $12.50 - $99 per user, per month (14-day free trial)
Pipedrive’s intuitive drag-and-drop interface gives it a low barrier to entry, which makes it a great choice for agents who aren’t particularly tech-savvy. Noteworthy features include matching clients to new property listings and sales forecasting so you can focus on what’s most important. Pipedrive’s basic plan is one of the least expensive out there ($12.50) but its higher-tier offerings provide more flexibility and functionality. All plans include a 14-day free trial.
In addition to being a top general real estate CRM, Pipedrive was also rated our best mortgage CRM option and is also known to be a good choice for commercial real estate professionals.
Pipedrive Pricing
- Essential: $12.50 per user, per month
- Advanced: $24.90 per user, per month
- Professional: $49.90 per user, per month
- Enterprise: $99 per user, per month (minimum 10 users)
- Free trial: 14 days for all plans
Pipedrive Key Features
- Kanban-style pipelines: Fully customizable, just drag and drop
- Client matching: Match clients to multiple property listings based on preferences
- Customer support: 24/7 live chat plus a comprehensive knowledge base
- Over 200 app integrations: Includes Zapier, Zoom, Slack, and Microsoft Outlook
Wise Agent: Best for Customer Support
Feature-rich, real estate-specific CRM with best-in-class customer support and training materials.
Price Range: $24.90 per user, per month (14-day free trial)
Wise Agent not only provides 24/7 live customer support 365 days a year, it also includes complimentary on-boarding so your team can get up and running quickly. That’s in addition to Wise Agent’s vast library of video tutorials, how-to articles, and live webinars. As a feature-rich CRM capable of automated drip campaigns, custom landing pages, and referral tracking, you’ll certainly welcome the assistance. Save $5 per month by opting for the $299 annual plan.
Wise Agent Pricing
- Single-Tier: $24.90 per user, per month
- Enterprise: Call for pricing
- Free trial: 14 days
Wise Agent Key Features
- Live support 24/7/365: Also includes complimentary one-on-one onboarding
- Drip campaigns: Generate unique campaigns based on custom lead segments
- DocuSign integration: For management of transactions and documents
- Third-party real estate apps: Zillow, zBuyer, IDX Broker, iFoundAgent
Top Producer: Best for App Integrations
Over 150 real estate app integrations making it versatile for your real estate needs.
Price Range: $45-$85 per user, per month
Top Producer real estate software has been around since 1982. Today, it’s a real estate CRM with an exquisite set of features. Top Producer integrates with over 150 real estate lead sources, tracks transactions using MLS data, and offers pre-made and custom messaging templates. Premium add-ons include FiveStreet Lead Management — which automatically organizes and contacts leads — and Market Snapshot for real-time reports and buyer insights.
Top Producer Pricing
- Starter: $45 per user, per month
- Professional: $75 per user, per month, adds Market Snapshot
- Advanced: $85 per user, per month, adds FiveStreet
- Top Producer Custom Website: Additional $10
Top Producer Key Features
- Over 150 real estate app integrations: Includes Zillow, Trulia, and Realtor.com
- Property Insights: Pulls property listings from MLS and gauges buyer interest
- Pre-made and custom templates: Available for SMS and email messages
- Premium add-ons: FiveStreet Lead Management and Market Snapshot
Realvolve: Best for Overall Customization
Highly customizable workflows and sales pipelines make this great for tailoring to your needs.
Price Range: $49-$392+ per user, per month (14-day free trial)
Realvolve real estate CRM is a malleable piece of software that can be tailored to fit your agency’s specifications. Create workflows and pipelines that are solely made for you and your business. Realvolve’s high-level of customization means there aren’t any pre-built drip campaigns, so you can add a personal touch to every message you send. Every Realvolve subscription tier includes unlimited storage, 50,000 contacts, and a 14-day trial.
Realvolve Pricing
- Pro: $49 per month for one user
- Pro+: $238 per month for five users
- Team: $392 permonth for 10 users
- Large Team: Call for 15+ users
- Free trial: 14 days for all tiers
Realvolve Key Features
- Customization options: Automated workflows, drip campaigns, and pipelines
- Track key events: Referrals, closing dates, listings, transactions, and filings
- CRM communication features: Sends and logs SMS and email messages
- Included with all tiers: Unlimited storage and 50,000 contacts
Daylite: Best for Mac Power Users
Real estate-specific CRM for Mac users only, integrates seamlessly with other Apple products and software.
Price Range: Free to $24 per user, per month (30-day free trial)
Daylite is a real estate CRM designed for agents who are fully immersed in Apple’s ecosystem. It not only looks like a native Apple product, but it also integrates with Siri, Apple Mail, and many more Apple properties. Daylite also features an offline mode so you can work from anywhere — no internet connection required. Daylite has a single-tier pricing model along with a 30-day free trial that grants access to its entire suite of features.
Daylite Pricing
- Daylite Free-for-Life: Support for unlimited users
- Single-Tier Pricing: $24 per user, per month
- Free trial: 30-day free trial
Daylite Key Features
- Integration with Apple products: Siri, Mail, Notification Center, and more
- Offline access: Access data without an internet connection
- Management tools: Track referrals, score leads, and build custom reports
- Unlimited resources: Custom email templates and deal pipelines
Bottom Line: Best Real Estate CRM Software
Whether you’re a solo realtor or part of a top 10 agency in New York City, a reliable real estate CRM is crucial to stay on top of leads, closings, and essential documents. We hope our list of the best real estate CRM software will point you toward an option that will maximize your closings and add to the overall success of your business.
