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10 Best Real Estate CRMs For 2022

Carey Chesney6 minute-read
November 26, 2021


As a real estate professional, you know that nurturing your relationships with your current, past and future clients is your top priority. Creating lasting, impactful relationships is the key to building a robust and dependable real estate business.

Building relationships takes time and effort. Sometimes it can be overwhelming to make sure you are delivering, tracking and improving consistent touchpoints with your customers.

This is in addition to the day-to-day business of writing contracts, negotiating deals and all the other work that goes into making sure your current transactions make it to the closing table.

Being a real estate professional is a balancing act. Finding the time to manage all the aspects of your business all the way from lead generation to closing to following up with your satisfied customers for referrals can be daunting.

Luckily, technology is here to help. Whether you’re an independent real estate agent or employed at a large agency, a customer relationship management (CRM) system might be your answer to attracting, managing and retaining clients.

Let’s dig into how a CRM system might benefit you and take a look at 10 popular CRM systems you could purchase for your business today.

What Is CRM?

Customer relationship management (CRM) is a technological tool that helps manage a businesses’ relationships. This includes communication with current customers, potential customers and business partners. A good CRM creates a seamless system for doing your daily work. It integrates marketing, lead generation, lead follow-up, transaction performance and all the other aspects of a business.


By storing customer and potential customer information in one place, CRM lets you manage customers, employees and transactions. It also allows you to share up-to-date information on every part of your business with your entire team.


Essentially, a CRM is a digital team member that manages the operations of your business from start to finish. It serves as an admin, a marketing professional, an operations director and a transaction coordinator all in one.

What Does A CRM Do For Real Estate Agents?

A CRM focuses on tracking your client communications so you can focus on communicating with your clients. Real estate agents like interacting with people – that’s a core part of being good at what we do. Remembering every conversation you have had, when you had it, and all the details is tricky though, and that’s where CRM comes in.

CRMs have features built into them that allow you to focus on what you do best, building relationships. They take away the “busy work” so you can focus on the human side of your business.

Key Features Of Real Estate CRMs

At its core, a CRM system helps those in the real estate industry track client communication, time management, and marketing campaign performance.

Picture a CRM system as your virtual personal assistant, storing client contact information and documentation, scheduling meetings and appointment reminders, taking notes of your day-to-day tasks, and then compiling the findings into a database that displays your productivity through leads or revenue.

In other words, it helps you manage your time in an efficient and measurable way. Most importantly, a CRM system allows you to communicate with potential clients throughout the entire home-buying process.

Through a simple integration with your personal or company phone, email, and even social media platforms, a CRM system can track client interaction and document important conversations pertaining to their progress in the home-buying process. It can even send automated emails to clients.

You can also set up reminders, calendar appointments, or to-do lists that send alerts to your phone or email, keeping you on task and eliminating the chance of missing an open house or listing appointment with a client.

However, the most attractive function of a CRM system might be its lead generation. You can integrate your CRM system with listing software like the online multiple listing service (MLS) platform or third-party websites, automatically importing listings for client interest.

Since the real estate industry is reliant on client communication and retention, using a CRM system can boost your customer service and help you stand out from other agencies.

How Do I Choose A Real Estate CRM?

Most CRM systems include software that pertains to:

  • Client contact management: contact lists, automated communication, and client experience
  • Scheduling: calendar management and reminders
  • Lead generation integration and reporting: access to the MLS and third-party listing platforms

Other CRM systems might even include agent commission/payment tracking, allowing you to track agent performance in relation to commission payments. There’s also an option for client access through a customized, password-protected portal where they can view listings, upcoming showings, and real estate agents.

Depending on your agency size, budget, and business needs, you may find that some functions of CRM systems are useful, while others are less utilized.

Keep in mind that most CRM systems are paid on a per-user, per-month basis, with the lower end running between $50 – $90 and the higher-end running from $200 – $300. You’ll also need to account for implementation, a one-time cost that syncs your work devices (phone, email, social media) with your CRM system.

The 10 Best CRMs

As you begin your search for the right CRM system for your agency, you’ll quickly notice the sheer volume of options available to you. Equipped with the knowledge of how a CRM system may benefit you and what to look for in a CRM system, you may be able to find a system fairly quickly.


However, for those overwhelmed by the CRM system options, we’ve broken down 10 popular options here including a quick review of some key features of the product, who it’s good for, and the price based on reviews from Software Advice.

1. Apptivo

Apptivo is a suite of applications that manage financials, supply chain management and human resources. They also provide contact management, lead management, and marketing functionality. Apptivo is good for small businesses


Starting price: $10 per month


2. Hubspot

Hubspot offers lead tracking and nurturing capabilities as part of its CRM. You can also see leads go through the sales funnel all the way to the transaction with their visual dashboard function. Hubspot is a good CRM for companies of all sizes.


Starting price: $50 per month



KvCORE bills itself as is a complete real estate platform built for modern brokerages and teams looking to automate and grow their business. If offers CRM integration with an agent-specific website. KvCORE is a good CRM for medium-sized real estate businesses.


Starting price: $499 per month


4. LionDesk

LionDesk is geared toward building relationships, generating leads, nurturing leads, and turning those leads into lifelong clients. Features include contact storage, emails, custom phone lines, text messaging and pipeline revenue projection. LionDesk is a good product for small real estate businesses. 


Starting price: $25 per month


5. Market Leader

Market Leader is specifically designed to help real estate professionals. Features include a dashboard, multichannel campaigns, content library, as well as text email alerts. Market Leader also allows you to keep track of website visitors and see what web properties they interact with. Market Leader is a good CRM solution for medium and large real estate teams.


Starting price: $130 per month


6. Pipedrive

Pipedrive operates like most CRMs and offers an activity-based selling methodology that is geared toward managing every interaction all the way from a potential client to a successful sale. Pipedrive is a good solution for small and medium-sized businesses.


Starting price: $12.50 per month


7. Propertybase

Propertybase offers the ability to manage leads and contacts with automated communications like other CRMs. In addition, property listings, photos and other information can be integrated with various multiple listing services (MLS). This CRM also integrates with multiple applications like Dropbox, dotloop, BombBomb and DocuSign. Propertybase is a real estate CRM platform suitable for real estate teams of all sizes.


Starting price: $79 per month

8. Streak For Real Estate

Streak helps businesses manage projects and fundraising campaigns via Gmail. Users can automatically receive task details in the inbox and sort through messages to retrieve specific results using the search functionality. Streak is a good CRM option for all types of medium-sized businesses.


Starting price: $49 per month


9. Total Brokerage

Total Brokerage is a CRM design specifically for the real estate industry that offers lead management, marketing, transaction management, accounting, reporting human resources and agent onboarding. It also has an auditing and history function that can be helpful for real estate compliance rules. Total Brokerage is a good CRM for real estate teams of all sizes.


Starting price: $299 per month

10. Wise Agent

Wise Agent is a real estate-specific CRM that helps agents automate the management of sales activities such as leads, responses, appointments and transactions. Wise Agent’s features include contact management, lead automation, landing pages, appointment calendar and a marketing module that allows teams to create and design real estate flyers and newsletters. Wise Agent is a good CRM for individual real estate agents or small real estate teams.

Starting price: $29 per month


CRMs can be a valuable investment in your real estate business by automating much of the work you do every day. By creating constant interactions with your leads and clients, these technologies can grow your business exponentially. Compare the many options available and choose the CRM that’s right for your specific real estate business.

Carey Chesney

Carey Chesney brings a wealth of residential and commercial real estate experience to readers as a Realtor® and as a former Marketing Executive in the fields of Health Care, Finance and Wellness. Carey is based in Ann Arbor and attended the University of Wisconsin-Madison, where he majored in English, and Eastern Michigan University, where he recieved his Masters in Integrated Marketing & Communications.