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8 Best CRM Software For Real Estate in 2023

Last updated on December 2, 2022

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What’s the secret behind an efficient real estate agent’s success?

Hard work and a great customer relationship management software.

CRMs and real estate agents are a match made in heaven.

In fact, choosing a CRM software is one of the first things you’ll want to decide on once you become a realtor. 

However, this part could get tricky since there are THOUSANDS of CRMs to choose from.

And you might be asking…

“What is the best CRM for real estate?”

Today, we’re going to look at 8 CRM software that will work best for real estate agents and businesses.

By the time you’ve finished reading this article, you’ll know the best CRM for you specifically. 

But first, what is CRM, and why do you need one?

Why Do You Need CRM?

Do you find yourself unable to keep up with your lead flow?

Are you sometimes at a loss on which task to tackle next from your ever-growing mountain of assignments?

Or maybe you have trouble focusing on clients long enough to turn them into long-term accounts.

The right CRM software can make a huge difference with all that.

It can do a lot of things for you:

  • Organize your list of contacts, both clients and prospects
  • Create an effective communication plan to help keep you on top of your client’s minds
  • Efficiently automate your workflows and processes
  • Manage your transactions and track properties and listings
  • Help you stay on top of your tasks

And more!

The result?

You get more time on your hands to focus on other important things while still closing leads and staying on top of your game.

That’s how an efficient real estate agent does it.

You’re probably realizing just now how much you need a CRM software.

Here’s a quick overview of our top picks before we dive into each one:

Top Picks: 8 Best CRM For Real Estate

CRM Software

Best For

Price Range

Best Free CRM Software for Real Estate


Best Affordable CRM Software


Best for Client Relationship Mapping


Best Real Estate CRM for Rookie Agents

$33/mo billed annually

Best Multi-Tool CRM at Great Price Point


Best for Comprehensive Client Reports


Best Advanced CRM for Teams


Best CRM for Customized Workflow


At a glance, these CRM software all look great, but which one could fit your goals as a real estate agent?

Let’s dive in!

8 Best CRM Software for Real Estate in 2023

HubSpot - Best Free CRM Software for Real Estate

  • Easy to use
  • All-in-one CRM software
  • Comprehensive free-forever account
  • Flexible pricing
  • Mobile app

CRMs could get overwhelming if you’re a newbie, but HubSpot will help you ease into it.

It’s one of the best CRM software for small businesses marketing, sales, and customer service.

And yes, it’s perfect for real estate agents too.

Hubspot offers different CRM platforms you can tailor-fit to your needs.

Choose from five different hubs: Marketing, Sales, Service, CMS, and Operations.

Depending on the platform you choose, you can focus on a few things like:

  • Growing traffic
  • Converting visitors
  • Getting deeper insights into prospects
  • Automating software
  • Closing more deals, and
  • Connecting with customers

And you can even roll these five platforms into one convenient, and powerful sushi roll of a CMS called the CMS Suite.

That basically gives you access to everything HubSpot has to offer.

It sounds a lot like better workflow and excellent results, right?

Unsure if this CRM software fits you? 

Don’t worry, Hubspot offers a free demo so you can get a glimpse of what the software is like.

They can even schedule a virtual meeting with you so you can customize the demo based on your business model.

And if you like what you see, you can get started on HubSpot with a free account.

Don’t worry, they don’t hold back on the free features.

HubSpot’s free-mium version is already comprehensive.

On top of the platform features, it lets you add a million contacts and unlimited free users.

Plus, your free account does not expire.

Of course, if you want the whole works, HubSpot’s finer features are only for their premium account holders.

Still, if you’re new to CRMs and don’t have that big of a database yet, the freemium is definitely worth trying out.

What it’s going to cost



Customer Service


CRM Suite



















Get started on HubSpot!

Zoho CRM - Best Affordable CRM Software

  • AI-powered assistant
  • Mobile app
  • Free forever account
  • Easy to use
  • Easily customizable

Zoho’s strength as a CRM software is in their customization and app integration.

You can add dozens of apps for better workflow like Slack, Team, Google Analytics, Mail Chimp, and more.

When it comes to ease of use, the software is straightforward enough.

You get a modern interface with a dashboard that shows you the basics like Leads, Accounts (or clients), Reports, and Analytics.

And when you’re on the go but you still need to work, there’s a Zoho app available for download  too. 

To make your work even faster and better, Zoho also has an AI-powered assistant.

It can search across your whole business, organize your workflow, and reduce your overall work with just a few clicks.

You can also get a free account with Zoho, but it only allows up to three users.

However, a free account has limited features so it can’t give you insights, custom reports, or a huge space for data either.

But if you decide to go for Zoho, their prices are still easier on the pockets than most CRM software out there. 

What it’s going to cost



$14/mo billed annually



$23/mo billed annually



$40/mo billed annually



$52/mo billed annually

Get started on Zoho!

Insightly - Best for Client Relationship Mapping

  • Modern interface
  • Relationship linking
  • Free forever plan for up to 2 users
  • Affordable plans
  • Mobile app

One of Insightly’s best features is its relationship mapping. 

It will help you better understand the relationships and interactions between your web of connections.

For example, as your referral network grows, you’ll be able to determine which client knows who.

This gives you a golden opportunity to build even better relationships between your customers.

Can your excel files do that?

Insightly’s modern interface is also a pleasant experience for those who have that high on their list of CRM software criteria.

Since a dull interface is kryptonite to your spirit of motivation, you’re safe with Insightly.

Everything from the sleek dashboard to the colorful, comprehensive analytics is easy on the eyes.

They also have a mobile app available so you can scan business cards as they come to you and update your projects in real-time.

And yes, you can start a free account with Insightly.

Their freemium offer has space for two users and a limited number of contacts.

It’s perfect for real estate agents starting out and trying to build connections.

Once business is picking up and you find yourself needing an upgrade, Insightly upgrade prices won’t break the bank too.

Pricing plans are below $100, pretty competitive when up against other CRM softwares out there.

What it’s going to cost







Get started on Insightly!

IXACT Contact - Best Real Estate CRM for Rookie Agents

  • Free trial for five weeks
  • Rookie realtors get free six months trial
  • Real estate specific CRM
  • Lots of upgrade options
  • Mobile app

IXACT Contact is a robust CRM software built specifically for real estate.

And since its primary target audience is agents, it knows where the pain point is, i.e., managing so many things at once.

IXACT’s CRM software gets all your data, stores them in one place, and literally automates everything.

You won’t have to hunt down the names of prospects you typed on a spreadsheet hastily months ago.

IXACT makes sure your data is organized.

Keep track of your contacts through rich contact profiles that include social media information and photos.

Looking at your pipeline at a glance lets you know the status for your leads -- which clients do you need to call today?

Another potentially stressful part of being a real estate agent is keeping up with listings and buyers.

But this CRM software lets you effortlessly juggle the deets like a pro.

You can assign listings, close activity plans, get reminders of important tasks and appointments, and even track your commissions.

To top it all off, IXACT also comes with a mobile application so you can manage everything from the palm of your hand.

Hop on IXACT Contact’s free trial option and take it for a test drive yourself.

The trial gives you five weeks to use the software’s full features, plus get your very own beautiful, free agent website.

Once your time runs out and you figure you like what IXACT offers, you can upgrade to a premium account.

But if you’re a rookie agent, IXACT lets you try the software for free for six months.

All you have to do is sign up!

What it’s going to cost

Integrated CRM and Email Marketing Solution

$33/mo billed annually

Get started on IXACT Contact now!

LionDesk - Best Multi-Tool CRM at Great Price Point

  • Free 30-day trial
  • Easy to use
  • Great for bulk texting and video texting
  • AI Lead Assist
  • Power dialer
  • Mobile app

LionDesk’s CRM software can help you stay on top of the game as a real estate agent.

There’s no learning curve here -- LionDesk is so easy to use you can set up all your data in under an hour.

The software makes sure to provide a hub for all your real estate needs.

And although they are a medium-sized company that started with a dated interface, they continue to improve as the years go by.

LionDesk is mainly known for its bulk texting and video texting features.

The basic Starter plan alone can get you 500 texts and 100 video texts.

Rookie agents planning to go heavy on phone prospecting could put that to good use.

Another feature you’ll like is LionDesk’s AI Lead Assist, Gabby.

Talking to prospective clients can eat up your time, but the software’s Artificial Intelligence can lend you a hand.

It answers inquiries with an automated text follow-up that seriously does not sound at all like you’re talking to a robot.

This CRM software also gives you freedom and flexibility to integrate with other websites so you can use the tools you like best.

LionDesk has a free trial (sans credit card!) for realtors curious about what they have to offer.

But of course, you get minimal features like 150 emails, 15 texts, and five video texts.

Still, not a bad way to test out the waters before you fully commit.

Lastly, LionDesk also has a smashing Power Dialer feature you can add to your account.

It’s automated to make calls through your lists of prospects and connect them to an agent when they answer.

Now you don’t have to scratch your head figuring out who you need to call next.

LionDesk’s power dialer gives you unlimited call minutes, an option to call up to three lines simultaneously and drop recorded voicemails for when your call goes unanswered.

Like we said earlier, this CRM software is the best for agents big on phone calls. 

You can get this feature for an additional $99/mo for Single Line and $149/mo for Multi Line Dialer.

What it’s going to cost







Get started on LionDesk now!

Top Producer - Best For Agents Who Want Comprehensive Client Reports

  • X-Factor Insights
  • Market Snapshot feature
  • Follow-Up Coach
  • Free one-on-one coaching
  • Has a free demo

Looking for software that already includes a host of the best CRM tools at a great price point?

That’s where Top Producer comes in.

But what makes this software different from the rest?

Top Producer’s CRM system was made specifically to help you, a scatterbrained real estate agent, manage your clients from prospective to long-term.

You get to make your life easier with automated marketing, professional email templates, and a Follow-Up Coach to make sure you secure that deal.

The X-Factor Insights feature will give you a 360-degree view of your client -- from contact information to social media insight and personal interests.

It gives you just enough information, so you can use your knowledge to build a great relationship when you reach out.

Top Producer simplifies your work.

It syncs your emails, calendar, and contacts.

You get a mix of email and text marketing that helps you stay top-of-mind with all of your clients.

Plus, you can even embed your transactions so you can easily keep track of everything.

And those are just the tip of the giant iceberg of what Top Producer can do for real estate agents.

Another impressive feature is Market Snapshot, where you can send your clients fresh info about for-sale properties and new listings.

This is proven to hit two birds with one stone:

  1. Your clients won’t have to dig for info because you’re handing it to them on a silver platter and,
  2. You just might get an organic and active account with a new buyer

For a starting price tag of $45/mo, Top Producer is definitely one of the most affordable and robust CRMs out there.

Sign up for a quick demo with them so you can get a sneak peek of what’s inside this CRM software.

What it’s going to cost







Get started with Top Producer now!

Follow Up Boss - Best Advanced CRM for Teams

  • Mobile app
  • Smart Lists for leads
  • Free trial for 14 days
  • One of the most expensive CRMs

Like its name suggests, Follow Up Boss is a great CRM that turns leads into clients with a consistent follow-up system.

It will send you reminders on who you should call and when to call.

That’s an effective way of making sure you’re top-of-mind with all these prospective clients.

But the follow-up system is just one of the commendable things about this software.

Follow Up Boss will literally oversee your work every step of the way.

Here’s what your typical morning will look like:

It starts with a well-planned to-do list for you to review at the beginning of each day.

After you tick those off, you can look at an eagle’s eye view of all your clients and contacts to see which needs taking care of.

In between all that, you get push notifications on active accounts, leads, and listings.

Finally, before your day ends, you can scroll through Smart Lists to review your always teeming pool of client and lead lists.

It’s a huge help in taking out the guesswork for who to contact next.

Follow Up Boss makes sure you 100% get the job done and then some.

You get pre-written drip campaigns and action plans to pull in more leads or convert your current ones to long-term clients.

When it comes to app integration, it’s already integrated with 250+ lead providers, marketing systems, and other tools.

It works well with apps, software, and websites like Zapier, Mailchimp, Gmail & Google Apps, Facebook Leads, and IDX websites.

And finally, to top that all off, you get a phone and email support seven days a week.

How’s that for a fabulous CRM?

Follow Up Boss is perfect for small and large teams or solo agents.

Yes, it might be a little bit on the pricey side, but its features and benefits give justice to that price tag.

What it’s going to cost



$57/mo billed annually



$416/mo billed annually



$833/mo billed annually

Get started with Follow Up Boss now!

Realvolve - Best CRM for Customized Workflow

  • 4D Automation Engine
  • Training video library
  • Mass texting
  • Mobile app
  • Free 14-day trial

Realvolve prides themselves in their “workflows.” 

That means they don’t offer drip campaigns because they “don’t feel that people like to be ‘dripped on’ with generic, meaningless messages.”

Instead, they let you take the reins to create any kind of campaign or workflow you like.

Sure, you’re putting in more work here, but that can help you really know your client and what they want.

Plus, you can add your teammates and so you can collaborate on tasks.

Realvolve will also give you access to a community of users who have already created their own workflows.

You can compare notes or even simply download a previous workflow to make it as a template.

But this CRM software isn’t only focused on workflows.

They can also provide automated text messages, systematize your calendar, and keep track of important dates and events.

Realvolve lets you integrate popular apps such as Google Apps, Twitter, Evernote, and more.

Another thing they’re known for is their transaction management.

You can stay on top of your deals including information from the parties involved and calculating your net commission on each transaction.

Overall, if you’re more focused on your workflow than, say, getting more leads, you can thrive with Realvolve.

What it’s going to cost









Get started with Realvolve now!

What features should you look for in a great CRM?

And that’s 8 of the best CRM software for real estate!

Hopefully, you found what you’re looking for, and you’ve decided which one best suits your business. 

But if you’re still confused about which one to pick, we’ll help you out!

You have to first determine what you’re focusing on as a real estate agent.

Is it to keep an eye on your customers and assess your potential clients?

Maybe it’s having better email and text campaigns or using customer data to your advantage.

Or maybe you just need help with managing your messy workflow and keeping things on track.

Fret not!

There’s a CRM software for you.

But just so you won’t grope in the dark, here are a few features you should look for in a great CRM.

Easy to Use

The whole point of a CRM is having a better workflow so you get more time to focus on other things. If you have to spend hours figuring out which button does what, that just defeats the purpose.

Easy on the Pockets

An expensive CRM doesn’t always mean it’s the best for you. Other software might be the exact fit for what you need but won’t burn a hole in your pocket. Compare them!


CRM software shouldn’t be one-size-fits-all. Different businesses have different needs. Find one that gives you the freedom to change your dashboard, add apps, tailor your workflow, etc.

Comprehensive Analytics

This crucial information helps you better understand your market and your clients. A good CRM software should be able to give you up-to-date and comprehensive info as quickly as possible! The insight into client behavior will help you craft better marketing campaigns and deliver better products.

Workflow Automation

Your CRM should make your life easier. Receive an inquiry? It should send a standard reply or direct the message to proper departments within hours. Are you reaching out to a client? It should automatically follow up in a few days if the client doesn’t respond. A great CRM software will help you stay on top of mind.

App Integration

If you’re planning on using a particular CRM for a long time, pick one that can easily integrate with apps. A CRM that can accommodate third-party integrations will let you do everything in one place.


Can you have it running on different gadgets? A busy real estate agent doesn’t have time to sit in front of a computer all day. Your CRM should still be accessible on the go. 

Demo/Free Trial

Getting a CRM is a huge commitment since that’s basically entrusting all your data and processes to one software. It’s always a good idea to take it for a test drive to see if it fits what you had in mind. 


Think ahead. Your business could grow big in the coming years. Your chosen CRM must have more than app integration and the occasional updates. You should also be able to upgrade your account into a better plan that can keep up with your work -- adding more users, getting more space, etc. 

So, Should You Get a CRM?


As a real estate agent, you should look for a CRM software that best suits your needs.

It isn’t just a mere digital phonebook -- sorry, Google Sheets -- it’s a 24/7 helping hand for every aspect of your business.

The right CRM can connect you with the proper clients, make them happier, find your prospects, and close more deals.

Time-consuming tasks like campaigns and email blasts can be done in minutes, plus you get intelligent help desk solutions too.

It’s everything you need in one easy-to-use platform.

A CRM software is an investment, but it’s one that’s well worth paying if it helps you prime your business for growth. 

And now that you know the best CRMs for real estate, you no longer have to sift through the thousands of options that you have. 

So tell us which CRM software you’re looking at!

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