“We are all tasked to balance and optimize ourselves.”
Are you tired of juggling client information and losing track of leads? That’s where a good CRM (customer relationship management) system comes in – to help you manage everything more efficiently. A CRM is a powerful tool that can help real estate businesses streamline their operations, improve client communication, and ultimately increase revenue.
In this article, we’ll dive into the world of CRM in real estate, exploring what it is and how it can benefit your business. We’ll take a closer look at the different types of CRMs available and highlight the key features you should look for in a CRM. We’ll also provide tips on choosing the right CRM for your business and how to implement it successfully.
Using a CRM in your real estate business can help you increase efficiency, manage leads more effectively, improve communication, and centralize your data management. By choosing the right CRM, you can take your real estate business to the next level and stay ahead of the competition. With a variety of options available, it can be overwhelming to choose the right one. That’s why we’ve researched and compiled a list of the top 14 real estate CRMs on the market.
So, this article is for you, whether you’re just starting out in the real estate industry or looking to take your existing business to new heights. Let’s get started by exploring what CRM is and how it works in real estate.
Table of Contents
What is CRM in Real Estate?
A Customer Relationship Management (CRM) system is a powerful tool to help real estate professionals optimize their business operations and build better client relationships. CRM manages and organizes client data and interactions in real estate, from initial contact to closing and beyond. A CRM can help real estate agents and brokers manage leads, track communications, schedule appointments, and automate routine tasks, allowing them to focus on what they do best – closing the deal.
A CRM can also help real estate professionals better understand client’s needs and preferences by providing a 360-degree view of their interactions. With a CRM, real estate professionals can keep track of client communications, property inquiries, and other important information in one centralized database, making it easy to access and analyze data. Using a CRM, real estate professionals can provide a more personalized and efficient experience for their clients, which can help them stand out in a competitive market.
Benefits of Using a CRM in Real Estate
Using a CRM in your real estate business can bring many advantages to help you succeed in the market. Here are some of the key benefits of using a CRM in real estate:
1. Increase productivity
Real-time data and analytics provided by CRM can help real estate businesses make more informed decisions and identify trends and opportunities. By analyzing client and property data, real estate agents can gain valuable insights into their business operations, identify areas for improvement, and make data-driven decisions. These insights can help businesses stay competitive in a rapidly-changing market and ensure their success in the long term.
Also, a CRM can help you automate routine tasks and processes, such as appointment scheduling and lead nurturing, saving you time and increasing efficiency.
2. Better lead management
A CRM can help you manage your leads more effectively by providing insights on lead engagement and tracking the sources of leads. That can help you prioritize your leads and follow up promptly, increasing the chances of converting them into clients. With a CRM, you can also segment your leads based on specific criteria, such as their interests and preferences, allowing you to tailor your marketing messages to their needs.
3. Improved communication
A CRM can help you improve communication within your real estate business by providing a platform for team collaboration and ensuring all team members are on the same page. With a CRM, you can easily share information with your team members, such as client data and property information, reducing the chances of miscommunication or duplication of efforts. That can help you build stronger client relationships and improve customer experience.
4. Centralized data management
A CRM can store all your client data and property information in one centralized database, making it easy to access and analyze. With a CRM, you can track client communications, property inquiries, and other important information, providing a more personalized experience for your clients. Using a CRM to manage your data, you can make more informed business decisions and gain insights into your clients’ preferences.
5. Enhanced customer service
Real estate agents can offer more personalized and attentive customer service with a complete and up-to-date record of each client’s history and preferences. This level of service leads to higher client satisfaction and retention, as clients feel valued and understood. Agents can also anticipate client needs and proactively offer solutions by keeping track of each interaction and engagement.
6. Improved marketing
Real estate businesses can achieve better ROI on their marketing investments by segmenting their client base and creating targeted marketing campaigns. With CRM, real estate agents can track the success of their marketing efforts, make data-driven decisions, and adjust their strategies accordingly. The ability to communicate with clients through personalized and relevant messaging also helps to build trust and credibility.
7. Data protection
By implementing a CRM, real estate businesses can ensure that sensitive client and property data is stored securely and only accessible by authorized team members. Many CRM systems offer advanced security features such as encryption, user authentication, and data backup to prevent data breaches and loss. With a secure CRM system in place, real estate businesses can protect their reputation, credibility, and clients’ confidential information. Additionally, a secure CRM can help businesses comply with regulatory requirements such as the General Data Protection Regulation (GDPR) and other data privacy laws.
Key Features of a CRM for Real Estate
When choosing a CRM for your real estate business, it’s essential to look for key features that can help you optimize your operations, improve communication, and manage your leads more effectively. The specific features that are most important will depend on the needs of your real estate business. When evaluating different CRM options, consider which features will provide the most value to your operations and help you achieve your business goals.
These are some of the essential features that a CRM for real estate best have:
- Contact Management: A good CRM for real estate should offer robust contact management capabilities, allowing you to store and organize all your client and prospect data in one central location. That includes contact information, communication history, and property details.
- Lead Tracking: A real estate CRM should also include lead tracking features, allowing you to manage your leads from initial contact to closing. It entails lead capture and qualification, lead nurturing, and pipeline management. With lead tracking, you can prioritize your leads based on their likelihood to convert, tailor your messaging to their specific needs, and identify areas for improvement in your sales process.
- Automated Communication: A proper CRM for realtors should offer automated communication features, such as email templates and drip campaigns, to help you stay in touch with your leads and clients without manually sending each message. That can help you save time and ensure consistent messaging across your communications.
- Reporting and Analytics: An optimized CRM should offer reporting and analytics features that allow you to track your business performance, identify areas for improvement, and make data-driven decisions. It could include customizable dashboards, performance reports, and lead source tracking.
- Integration with Other Tools: Many CRMs offer integrations with other software tools and platforms, such as marketing automation software, social media platforms, and accounting software. That assists you in streamlining your operations and reducing the need for manual data entry across multiple systems.
- Mobile App: A CRM with a mobile app can be beneficial for real estate agents who are frequently on the go. With a mobile app, you can access your CRM from your smartphone or tablet, allowing you to stay connected with your clients and leads no matter where you are.
- Property Management: Some CRMs include property management features, allowing you to keep track of property details such as square footage, amenities, and property history. That can be especially useful for property management companies or real estate agents who specialize in certain types of properties, such as commercial or luxury properties.
Top-rated Real Estate CRMs
All the CRMs listed here are favored among realtors. They are all cloud-based – meaning they are hosted on the Internet and accessible through a web browser or mobile app. This type of CRM is highly flexible and scalable, allowing you to add or remove features as needed. Cloud-based CRMs also typically offer easy integration with other software tools and platforms. However, they can be more expensive than other types of CRMs, being On-premise or Hybrid. Let’s have an overview first and then check them out one by one:
| Real Estate CRM | Highlighted features | Mobile apps | Business size | Pricing |
| Top Producer | Automated marketing campaigns Automated drip campaigns Integrated MLS search | Mobile web | Small to large | Pro $109 per user/month Pro Team $299 for up to 5 users Demo available |
| LionDesk | Automated text messaging Automated drip campaigns AI-powered lead assist Video texting | iOS and Android | Small to medium | CRM $25/month CRM Premier $83/month 14-day free trial |
| Wise Agent | Automated lead follow-up Social media management tools Transaction management tools Video email and text messaging | Mobile Web | Small to medium | Monthly $32 Annually $326 14-day free trial |
| Property Base | Automated lead routing Advanced search and filter tools Automated drip campaigns Customizable lead scoring | iOS and Android | Medium to large | Company $69 per use/month Enterprise $89 per user/month |
| Pipedrive | Pipeline management tools Sales forecasting Activity scheduling and reminders Task automation | iOS and Android | Small to medium | Essential $12.50 per user/month Advanced $24.90 per user/month Professional $49.90 per user/month Enterprise 99 per user/month |
| Real Geeks | Advanced lead capture forms Integrated idx website Automated drip campaigns Facebook marketing tools | iOS and Android | Small to medium | All in one $249/month Additional fee for ad-ons Demo Available |
| Hubspot | Marketing automation tools Customer relationship management tools Sales and email tracking Social media management tools | iOS and Android | Small to large | Starter $30/month Professional $800/month Enterprise 3600/month Free tools available |
| Follow Up Boss | Automated lead routing Lead capture forms Appointment scheduling Lead activity tracking | iOS and Android | Small to large | Grow $69 per user/month Pro $499 up to 10 users/month Platform $1000 up to 30 users/month 14-day free trial |
| IXACT Contact | Automated drip campaigns Goal setting and tracking Referral and repeat business tools Social stream | iOS and Android | Small to medium | Annual Plan $38/month Monthly Plan $45/month Additional fee for ad-ons 5 Week free trial 6 Months free trial for first-year licensed agents |
| Market leader | Lead capture forms Automated drip campaigns Integrated idx website Marketing and advertising tools | iOS and Android | Medium to large | Depends on the number of leads Demo available |
| BoomTown | Automated lead routing Advanced search and filter tools Automated drip campaigns Transaction management tools | iOS and Android | Medium to large | Varied prices for the following plans: Launch Core Grow Advance Demo available |
| CINC | Automated lead routing Lead and contact scoring Integrated IDX website Transaction management tools Top of Form | iOS and Android | Small to medium | Varied prices for the following plans: Solo-1 user Ramp - up to 4 users Pro - up to 49 users Select - 50+ users Demo available |
| Realvolve | Customized workflows Automated drip campaigns Dynamic custom fields Library of templates | iOS and Android | Small to large | Basic $94/month Accelerate %99/month Navigator 869/month Concierge $2,119/month 14-day free trial |
| Freshsales | AI-based Lead Scoring Multi-currency Support Built-in Phone and Email Advanced Reporting | iOS and Android | Small to medium | Growth $15 per user/month Pro $39 per user/month Enterprise $69 user/month Demo available |
1. Top Producer
Top Producer is a well-established cloud-based CRM designed for real estate professionals. It provides a comprehensive suite of features, including lead management, email marketing, and transaction management. Top Producer aims to help real estate professionals close more deals and streamline their workflows.
Pros:
- Offers robust features for lead management, email marketing, and transaction management.
- Provides excellent customer support with a comprehensive knowledge base and live chat support options.
- Integrates with many popular real estate tools.
Cons:
- Some features, such as custom templates, can be hard to use.
- Reports can be slow to generate.
- Price is higher than other CRMs – No trial is available, only Demo.
2. LionDesk
LionDesk provides various tools for real estate professionals, including lead management, email marketing, and transaction management. Lion Desk aims to simplify workflows and increase productivity for real estate businesses.
Pros:
- Offers a clean and user-friendly interface that’s easy to navigate.
- Provides customizable drip campaigns to automate email marketing.
- Integrates with many popular real estate tools.
Cons:
- Limited reporting capabilities.
- Limited customization options for email templates.
- No feature for managing transactions.
3. Wise Agent
Wise Agent is designed for real estate professionals. It offers tools for lead management, transaction management, and marketing automation. With mobile web access, Wise Agent will streamline workflows and increase efficiency for real estate businesses.
Pros:
- User-friendly interface that’s easy to navigate.
- Offers excellent value for money compared to other CRMs.
- Provides excellent customer support with live chat, phone, and email support options.
Cons:
- Limited integrations with other platforms.
- Mobile web is not as robust as the desktop version..
4. Propertybase
Propertybase is specifically designed for the real estate industry. It offers a variety of features, including lead management, marketing automation, and transaction management capabilities. It also integrates with popular real estates listing sites like Zillow, Trulia, and Realtor.com, making managing leads from those sources easy.
Pros:
- Designed specifically for the real estate industry.
- Integrations with popular real estate listing sites.
- Robust reporting capabilities.
Cons:
- Pricing can be on the higher end compared to other CRMs.
- Offers no free trial; only Demo.
5. Pipedrive
Pipedrive is a CRM that focuses on sales pipeline management. It offers a variety of features designed to help businesses manage their sales processes more effectively, including lead management, email marketing, and reporting capabilities.
Pros:
- Focus on sales pipeline management.
- User-friendly visual pipeline management tool.
- Affordable pricing.
Cons:
- May not have as many features specific to the real estate industry as other CRMs.
- Some users have reported difficulty with customer support.
6. Real geeks
Real Geeks is a CRM designed specifically for the real estate industry. It offers a variety of features, including lead management, website-building tools, and marketing automation capabilities.
Pros:
- Designed specifically for the real estate industry.
- Website building tools for lead capture.
- Having an AI assistant – Gabby.
Cons:
- It may not have as many features as other CRMs.
- Takes time to navigate and get the hang of it.
7. HubSpot
HubSpot is a popular CRM system that offers a variety of features designed to help businesses manage their sales, marketing, and customer service functions. While it is not specifically designed for the real estate industry, it offers features that can be useful for real estate agents, such as lead management, email marketing, and social media management.
Pros:
- Comprehensive system with a variety of features.
- Integrations with popular real estate listing sites.
- Offers a free version.
Cons:
- It may not be as tailored to the needs of real estate agents as other CRMs.
- Pricing for paid plans can be on the higher end.
8. Follow Up Boss
Follow Up Boss is designed specifically for real estate professionals. It provides tools for lead management, transaction management, and marketing automation. Follow Up Boss optimizes workflows and increases productivity for real estate businesses.
Pros:
- Provides an easy-to-use interface with customizable workflows.
- Offers robust lead management tools, including automated follow-up emails and text messages.
- Integrates with many popular real estate tools.
Cons:
- Limited reporting capabilities.
- Limited customization options for email templates.
9. IXACT Contact
IXACT Contact is an all-in-one real estate CRM with lead generation, email marketing, and transaction management features. With IXACT Contact, real estate professionals can automate follow-ups and stay top of mind with clients and prospects.
Pros:
- User-friendly interface.
- Provides a wide range of tools for managing clients and prospects.
- Offers automated follow-up campaigns.
Cons:
- Pricing can be expensive for smaller businesses.
- Lacks some advanced reporting features.
10. Market Leader
Market Leader is a comprehensive real estate CRM system that offers a variety of features designed to help real estate agents manage their businesses more efficiently. It provides lead generation tools, marketing automation, and transaction management capabilities.
Pros:
- Comprehensive system with a variety of features.
- Lead capture system with integrations to popular real estate listing sites.
- Transaction management capabilities.
Cons:
- Some users have reported difficulty with the user interface and navigation.
- Prices are not set and can be on the higher end compared to other CRMs.
11. BoomTown
BoomTown provides lead generation, website design, and marketing automation features. It also offers a lead qualification and prioritization system that helps real estate professionals focus on their most promising leads.
Pros:
- Provides a wide range of features for managing leads and clients.
- Offers a lead qualification and prioritization system.
- Provides customizable websites and landing pages.
Cons:
- Pricing can be expensive for smaller businesses
- Limited customization options for workflows and pipelines
12. CINC
Cinc is specifically designed for real estate agents and brokers. It offers a user-friendly interface that allows for easy management of leads and transactions. The platform also includes marketing automation and lead capture features to help agents grow their businesses.
Pros:
- User-friendly interface.
- Includes marketing automation and lead capture features.
- Easy management of leads and transactions.
Cons:
- Limited integrations with other real estate tools.
- Limited reporting capabilities.
13. Realvolve
Realvolve is a CRM that provides lead management, transaction management, and marketing automation tools. It offers a user-friendly interface designed to streamline workflows and increase efficiency for real estate professionals.
Pros:
- Integrates with many popular real estate tools.
- Provides customizable workflows and automation.
- Having an extensive template library.
Cons:
- Customer support can be slow to respond.
- Learning and using all its features can be challenging.
14. Freshsales
Freshsales is designed for small to medium-sized businesses, offering lead management, deal management, and email tracking features. Freshsales also provides an AI-powered lead scoring system that helps businesses prioritize their leads.
Pros:
- Intuitive interface with a wide range of customization options
- AI-powered lead scoring system helps prioritize leads
- Offers robust reporting and analytics features
Cons:
- Limited automation capabilities
- Limited customization options for workflows and pipelines
- Limited email marketing features
How to Choose the Right CRM for Your Real Estate Business
Choosing the right CRM for your real estate business can be a critical decision that can impact your operations and bottom line. To make the right choice, there are several factors you should consider:
- Your business needs: Consider the size and complexity of your business, as well as your specific needs in terms of lead management, client communication, and data analysis.
- Ease of use: Look for a CRM that is easy to navigate and use, with a user-friendly interface and clear instructions for setup and use.
- Integration with other tools: Consider whether the CRM integrates with other tools and software your business uses, such as email marketing platforms, accounting software, or property management software.
- Customizability: Look for a CRM that allows you to customize fields, workflows, and reporting to fit the specific needs of your business.
- Customer support: Consider the level and quality of customer support provided by the CRM vendor, including availability, responsiveness, and expertise.
When evaluating different CRM options, it can be helpful to take a systematic approach. Here are a few tips on how to evaluate different CRM options:
- Make a list of your must-have features: Start by enlisting the essential features you need in a CRM, based on your business needs and priorities.
- Research different options: Do your research to identify different CRM options that meet your requirements. Look for reviews, case studies, and testimonials to understand how well different CRMs work for real estate businesses.
- Try before you buy: Whenever possible, try out different CRMs before committing to a purchase. Most CRM vendors offer free trials or demos that allow you to test the software and its features.
- Get input from stakeholders: Involve key stakeholders in the decision-making process, including real estate agents, administrative staff, and IT personnel. Their input can help ensure that the chosen CRM meets the needs of everyone involved in your operations.
Choosing the right CRM for your real estate business can take time and effort, but it’s a critical step in standardizing your operations, improving client relationships, and driving business growth.
Implementing a CRM in Your Real Estate Business
Starting to use CRM in your real estate business can be a complex process, but with careful planning and execution, it can be a game-changer for your business. Here are the critical steps involved in implementing a CRM in your real estate business:
- Train your staff: To ensure the successful adoption of the CRM, train your staff on how to use the software effectively. That may involve online training resources, in-person sessions, or one-on-one coaching.
- Test and refine: Test the CRM with a small group of users before rolling it out to your entire team. It will allow you to identify any issues or areas for improvement before they become widespread.
- Roll out the CRM: Once you’ve tested the CRM, roll it out to your entire team. Communicate the goals and benefits of the CRM and provide ongoing support and training to ensure successful adoption.
- Monitor adoption and usage: Assign a dedicated project manager to oversee the CRM implementation and ensure it stays on track.
- Focus on data quality: Ensure your data is accurate and up-to-date before importing it into the CRM. That way, you know, provided insights and generated reports are meaningful and accurate.
Implementing a CRM in your real estate business can require significant time and resources. Still, with careful planning and execution, it can pay off in improved efficiency, better client relationships, and increased revenue.
Conclusion
In today’s market, having a CRM for real estate businesses is like oxygen – you need it to keep going. By providing a centralized database for lead management, communication, and data management, CRMs help businesses improve their overall performance and provide a better customer experience. When choosing a CRM for your real estate business, finding the right fit to balance and optimize your real estate business is essential, so take your time and test drive before making a decision!
