Choosing the right CRM can make or break a real estate agent's productivity. With the average agent juggling 20-50 active leads at any time, along with past clients, sphere contacts, and long-term nurtures, having a system that keeps everything organized isn't optional—it's essential for survival in today's competitive market.
Real estate CRMs differ significantly from general business CRMs. You need MLS integration for automatic listing alerts, transaction management for tracking deals through closing, drip campaigns tailored for the 12-18 month home-buying journey, and mobile access for managing your business between showings. Generic CRMs like HubSpot or Salesforce can work, but they require significant customization to match real estate workflows.
This comprehensive guide compares the top 10 real estate CRMs across features, pricing, and use cases to help you find the perfect fit for your business—whether you're a solo agent just starting out, a team leader scaling operations, or a brokerage evaluating enterprise solutions.
What Real Estate Agents Actually Need in a CRM
Before diving into specific platforms, let's establish what features separate a good real estate CRM from a great one. These requirements are based on workflows used by top-producing agents and teams.
Lead Management and Routing
Real estate leads come from everywhere: Zillow, Realtor.com, your website, open houses, referrals, social media, and paid advertising. Your CRM needs to capture leads from all these sources automatically and route them to the right agent instantly. Speed-to-lead matters enormously—agents who respond within 5 minutes are 100x more likely to connect than those who wait 30 minutes.
Look for CRMs that offer:
- Native integrations with Zillow, Realtor.com, and major lead sources
- Round-robin or weighted distribution for team lead routing
- Lead scoring to prioritize hot prospects over tire-kickers
- Automatic initial response via text, email, or AI calling
MLS Integration and IDX
Your CRM should connect with your local MLS to enable automatic listing alerts and property matching. When a new listing hits the market that matches your buyer's criteria, they should receive an alert immediately—not hours later when they've already seen it on Zillow. Advanced integrations also pull in listing history for contacts you're working with, so you can see what properties they've viewed.
Drip Campaigns and Automation
The average homebuyer takes 12-18 months from first inquiry to purchase. You need automated nurture sequences that keep you top-of-mind without requiring daily manual effort. Real estate-specific drip campaigns include:
- New buyer sequences - educate on process, share financing tips, build rapport
- Seller preparation - market updates, home value trends, listing preparation
- Past client nurture - anniversary touches, market updates, referral requests
- Sphere campaigns - holiday greetings, market newsletters, just-sold announcements
Transaction Management
Once you have a deal under contract, the CRM should track every milestone through closing: inspection dates, financing deadlines, title work, and closing coordination. Some CRMs include full transaction management, while others integrate with dedicated platforms like Dotloop, SkySlope, or Brokermint.
Mobile Access
Real estate happens outside the office. You need a mobile app that lets you log calls, add notes, send texts, and manage your pipeline while standing in a client's driveway. The best mobile apps include one-tap calling with automatic logging and voice-to-text notes.
Communication Tracking
Every call, text, and email should be logged automatically. When a past client calls after two years, you should instantly see your history: which home they bought, when they closed, what their preferences were. This context transforms cold calls into warm conversations.
Quick Comparison: Top Real Estate CRMs
| CRM | Starting Price | Best For | MLS Integration | Mobile App |
|---|---|---|---|---|
| Follow Up Boss | $69/user/mo | Teams, high-volume agents | Excellent | Excellent |
| LionDesk | $25/mo | Budget-conscious agents | Good | Good |
| Wise Agent | $49/mo | Solo agents | Good | Adequate |
| kvCORE | $299/mo | Teams needing all-in-one | Excellent | Excellent |
| Real Geeks | $299/mo | Balanced teams | Excellent | Good |
| HubSpot | Free - $90/user | Marketing-focused agents | Requires integration | Excellent |
| Pipedrive | $14/user/mo | Pipeline-focused agents | Requires integration | Good |
| Zoho CRM | $14/user/mo | Budget teams | Requires integration | Adequate |
| Realvolve | $94/mo | Workflow automation | Good | Adequate |
| Top Producer | $129/mo | Established agents | Excellent | Good |
Detailed Reviews: Top 10 Real Estate CRMs
1. Follow Up Boss - Best for High-Volume Teams
Follow Up Boss
From $69/user/moFollow Up Boss has become the go-to CRM for top-producing real estate teams, and for good reason. Its strength lies in lead management: it integrates with over 250 lead sources, automatically captures and routes leads, and provides intelligent follow-up reminders. The "Action Plans" feature lets you create multi-channel sequences that combine calls, texts, and emails into cohesive nurture campaigns.
What sets Follow Up Boss apart is its focus on speed-to-lead. The platform can automatically send text messages to new leads within seconds, and the mobile app makes it easy to respond from anywhere. The calling features include click-to-call with automatic logging, call recording (where legal), and voicemail drops.
Strengths
- Industry-best lead source integrations
- Excellent mobile app with one-tap calling
- Powerful Action Plans automation
- Team collaboration features
- Clean, intuitive interface
Limitations
- No built-in transaction management
- Higher price point than competitors
- No IDX website included
- Limited reporting customization
2. LionDesk - Best Value
LionDesk
From $25/moLionDesk packs an impressive amount of functionality into its affordable price point. The standout feature is "Gabby," their AI assistant that can call and qualify leads automatically. This means leads get an immediate response even when you're busy with showings, and only qualified prospects make it to your personal attention.
The platform includes video email and texting, which many agents find effective for standing out in crowded inboxes. Power dialing features let you work through large contact lists efficiently, and the drip campaign builder is robust enough for most real estate workflows. At $25/month for the starter plan, it's hard to find better value.
Strengths
- Excellent price-to-feature ratio
- AI calling and lead qualification
- Video email and texting
- Power dialer included
- Transaction management built-in
Limitations
- Interface feels dated
- Fewer lead source integrations
- Learning curve for advanced features
- Customer support can be slow
3. Wise Agent - Best for Solo Agents
Wise Agent
$49/mo (flat rate)Wise Agent has quietly built a loyal following among solo agents who appreciate its "just works" simplicity. The platform covers all the basics well: contact management, drip campaigns, transaction tracking, and MLS integration. What it lacks in flashy features it makes up for in reliability and ease of use.
The flat pricing model ($49/month regardless of contact count) is refreshing in an industry where costs often balloon as your database grows. Wise Agent also includes a landing page builder and basic marketing tools, making it a true all-in-one for agents who don't want to manage multiple subscriptions.
Strengths
- Simple, intuitive interface
- Flat pricing regardless of contacts
- Excellent customer support
- Transaction management included
- Long track record (20+ years)
Limitations
- Mobile app is basic
- Limited team features
- Fewer integrations than competitors
- Dated visual design
4. kvCORE - Best All-in-One Platform
kvCORE
From $299/mokvCORE (by Inside Real Estate) is the most comprehensive real estate technology platform available. It includes CRM, IDX website, lead generation, marketing automation, transaction management, and team management—all integrated into one system. For teams tired of cobbling together multiple tools, kvCORE's unified approach is compelling.
The platform's AI, called "Smart CRM," automatically prioritizes leads based on behavior signals, triggers follow-up sequences, and identifies contacts ready to transact. The included IDX website is competitive with standalone providers, and the social media marketing tools help generate leads directly through the platform.
Strengths
- True all-in-one platform
- Powerful AI lead scoring
- IDX website included
- Built-in lead generation tools
- Excellent team management
Limitations
- Steep learning curve
- Higher price point
- Long contract commitments
- Can feel overwhelming
5. Real Geeks - Best Balanced Option for Teams
Real Geeks
From $299/moReal Geeks has carved out a niche as the "Goldilocks" option for real estate teams: not as complex as kvCORE, but more feature-rich than simpler CRMs. The platform includes an IDX website, CRM, and marketing tools in one package, with a focus on actually being usable without extensive training.
The Facebook and Google marketing integration is particularly strong, making it easy to launch ad campaigns that feed directly into your CRM. The mobile app handles lead follow-up well, and the workflow automation strikes a good balance between power and simplicity.
Strengths
- Good balance of features and usability
- Strong Facebook/Google ad integration
- IDX website included
- Reasonable learning curve
- Good customer support
Limitations
- Less customizable than competitors
- Transaction management is basic
- Annual contract required
- Website templates are limited
6. HubSpot - Best for Marketing-Focused Agents
HubSpot CRM
Free - $90/user/moHubSpot isn't real estate-specific, but its powerful marketing tools and free CRM tier make it worth considering. If your strategy centers on content marketing, blogging, and inbound lead generation, HubSpot's marketing automation is best-in-class. The free tier is genuinely useful, not just a teaser, and can serve solo agents indefinitely.
The main limitation for real estate is the lack of native MLS integration—you'll need Zapier or custom development to connect listing data. HubSpot works best for agents who generate their own leads through marketing rather than purchasing leads from portals.
Strengths
- Genuinely free tier available
- Best-in-class marketing automation
- Excellent mobile app
- Huge integration ecosystem
- Superior reporting
Limitations
- No native MLS integration
- No real estate-specific features
- Expensive at higher tiers
- Requires customization for real estate
7. Pipedrive - Best for Pipeline-Focused Agents
Pipedrive
From $14/user/moPipedrive's visual pipeline interface is its killer feature. If you think best when you can see deals moving through stages—Initial Contact, Showing, Offer, Under Contract, Closing—Pipedrive's drag-and-drop interface makes deal management intuitive. The platform started as a sales CRM, so it's built around moving deals forward.
Like HubSpot, Pipedrive requires third-party integrations for MLS data and real estate-specific features. But for agents who find traditional CRMs overwhelming, Pipedrive's focused simplicity can be refreshing. The mobile app is excellent for field work.
Strengths
- Intuitive visual pipeline
- Affordable pricing
- Excellent mobile app
- Easy to learn
- Good email integration
Limitations
- No native MLS integration
- Limited marketing automation
- No transaction management
- Basic reporting
8. Zoho CRM - Best Budget Option for Teams
Zoho CRM
From $14/user/moZoho CRM offers enterprise-level customization at small business prices. Teams willing to invest time in setup can create highly tailored real estate workflows with custom fields, automation rules, and dashboards. Zoho's broader ecosystem (Zoho Books, Zoho Campaigns, etc.) provides additional tools at reasonable costs.
The learning curve is significant, and you'll need to build real estate-specific workflows from scratch. But for technically-inclined teams on a budget, the customization potential is hard to beat at this price point.
Strengths
- Highly customizable
- Affordable team pricing
- Broad Zoho ecosystem
- Good automation capabilities
- Strong mobile app
Limitations
- Requires significant setup
- No real estate-specific features
- Interface can feel cluttered
- Support quality varies
9. Realvolve - Best for Workflow Automation
Realvolve
From $94/moRealvolve takes workflow automation seriously. The platform lets you create incredibly detailed action plans that trigger based on virtually any condition—property type, price point, lead source, client preferences, transaction stage, and more. For agents who want to systematize their business, Realvolve provides the tools to build comprehensive automation.
The downside is complexity. Realvolve's power comes with a steep learning curve, and many agents find themselves using only a fraction of its capabilities. It's best suited for methodical agents who enjoy building systems.
Strengths
- Powerful workflow automation
- Detailed conditional logic
- Transaction management included
- Good MLS integration
- Library of pre-built workflows
Limitations
- Steep learning curve
- Dated interface design
- Mobile app is basic
- Fewer integrations
10. Top Producer - Best for Established Agents
Top Producer
From $129/moTop Producer has been in the real estate CRM space longer than most competitors, with a track record dating back to 1982. The platform excels at managing large databases with sophisticated segmentation, making it popular among established agents with thousands of contacts. Their "FiveStreet" lead management system handles high lead volumes efficiently.
Recent updates have modernized the interface and added AI-powered features, though it still feels more traditional than newer competitors. Top Producer is best suited for agents who've outgrown simpler CRMs and need industrial-strength contact management.
Strengths
- Handles large databases well
- Sophisticated segmentation
- MLS Farm integration
- Long industry track record
- FiveStreet lead management
Limitations
- Higher price point
- Traditional interface
- Add-on pricing for features
- Overwhelming for new agents
Best CRM by Agent Type
Best CRM for Solo Real Estate Agents
Winner: Wise Agent ($49/month)
Solo agents need a CRM that's affordable, covers all the basics, and doesn't require a tech team to maintain. Wise Agent hits this sweet spot perfectly. The flat $49/month pricing means no surprises as your database grows, and the platform includes everything a solo agent needs: contact management, drip campaigns, transaction tracking, and basic MLS integration.
Runner-up: LionDesk ($25/month) if budget is the primary concern and you want AI calling features to handle initial lead response.
Best CRM for Real Estate Teams
Winner: Follow Up Boss (from $69/user/month)
Team-based real estate requires robust lead routing, collaboration features, and management visibility. Follow Up Boss excels here with round-robin lead distribution, team activity dashboards, and the most comprehensive lead source integrations in the industry. The per-user pricing makes sense for teams where each agent generates significant revenue.
Runner-up: kvCORE (from $299/month) if you want an all-in-one platform that includes the IDX website and lead generation—fewer moving parts to manage.
Best CRM for Real Estate Brokerages
Winner: kvCORE (custom pricing for brokerages)
Brokerages need enterprise features: agent onboarding, compliance tracking, commission management, and scalable infrastructure. kvCORE's brokerage tier provides white-label options, admin controls, and the ability to onboard agents with pre-configured settings. The platform's comprehensive nature reduces the number of vendor relationships to manage.
Runner-up: BoomTown (custom pricing) for brokerages that prioritize lead generation and want a done-for-you marketing approach—though be prepared for significant investment.
Pricing Comparison: Real Estate CRMs
| CRM | Solo Agent | 5-Person Team | 10-Person Team | Notes |
|---|---|---|---|---|
| Follow Up Boss | $69/mo | $345/mo | $690/mo | Per user pricing |
| LionDesk | $25/mo | $125/mo | $250/mo | Per user, volume discounts |
| Wise Agent | $49/mo | $245/mo | $490/mo | Per user pricing |
| kvCORE | $299/mo | $499/mo | $999/mo | Team pricing tiers |
| Real Geeks | $299/mo | $349/mo | $499/mo | Includes IDX website |
| HubSpot | Free | $450/mo | $900/mo | Professional tier shown |
| Pipedrive | $14/mo | $70/mo | $140/mo | Essential tier shown |
| Zoho CRM | $14/mo | $70/mo | $140/mo | Standard tier shown |
| Realvolve | $94/mo | $188/mo | $470/mo | Per user with minimums |
| Top Producer | $129/mo | $645/mo | $1,290/mo | Per user pricing |
Note: Prices shown are approximate and may vary based on features selected, contract length, and promotional offers. Some platforms require annual contracts while others offer month-to-month options.
Feature Comparison: Real Estate-Specific Capabilities
| Feature | Follow Up Boss | LionDesk | kvCORE | Wise Agent | HubSpot |
|---|---|---|---|---|---|
| Native MLS Integration | Yes | Partial | Yes | Yes | No |
| IDX Website Included | No | No | Yes | No | No |
| Transaction Management | Integration | Yes | Yes | Yes | No |
| Drip Campaigns | Yes | Yes | Yes | Yes | Yes |
| SMS/Text Built-in | Yes | Yes | Yes | Limited | Add-on |
| AI Lead Scoring | Yes | Yes | Yes | No | Yes |
| Power Dialer | Add-on | Yes | Yes | No | No |
| Zillow Integration | Yes | Yes | Yes | Yes | Zapier |
| Mobile App Quality | Excellent | Good | Excellent | Basic | Excellent |
How to Choose the Right CRM for Your Real Estate Business
Selecting a CRM isn't just about features—it's about matching the tool to your specific business model, technical comfort level, and growth trajectory. Here's a framework for making the right choice:
Step 1: Define Your Primary Use Case
What's the most important job for your CRM to do?
- Lead follow-up speed - Choose Follow Up Boss or LionDesk for their automation and integrations
- Long-term nurture - Choose Realvolve or Wise Agent for sophisticated drip campaigns
- Team management - Choose kvCORE or Follow Up Boss for team dashboards and routing
- Marketing automation - Choose HubSpot for content-driven lead generation
- Visual deal tracking - Choose Pipedrive for its intuitive pipeline view
Step 2: Assess Your Technical Comfort
Be honest about how much setup and customization you're willing to do:
- Want it to work out-of-box - Choose Wise Agent, Follow Up Boss, or LionDesk
- Willing to invest in setup - Consider kvCORE, Zoho, or Realvolve for more customization
- Have technical resources - HubSpot or Salesforce with custom development
Step 3: Consider Your Growth Trajectory
Where will you be in 2-3 years?
- Staying solo - Don't overpay for team features you won't use
- Building a team - Ensure the platform scales; per-user pricing adds up
- Building a brokerage - Start with enterprise-capable platforms to avoid painful migrations
Step 4: Test Before Committing
Most platforms offer free trials. Use them. Import a sample of your contacts, set up a drip campaign, and try the mobile app during actual showings. A CRM you don't use is worthless regardless of features.
Our Overall Recommendation
For most real estate agents in 2026, we recommend starting with Follow Up Boss if you can afford it, or LionDesk if budget is a concern. Both platforms balance features, usability, and real estate-specific functionality well. Solo agents on tight budgets should seriously consider Wise Agent for its flat pricing and reliability.
Avoid the temptation to over-engineer. The best CRM is the one you'll actually use consistently. A simple system used daily beats a complex one used sporadically.
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