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CRM and Sales

The best real estate CRM software

Alicia Schneider 19 min read
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Real estate CRM (customer relationship management) software plays a crucial role in helping real estate professionals manage contacts, automate tasks, and streamline their sales pipeline. The centralized database allows agents and brokers to organize prospect information, manage leads, track client interactions, and improve communication. 

In this article, we’ll cover different ways a real estate CRM adds value to your business, including how it works, the best real estate CRM platforms to consider, and how monday CRM can help you close more deals.

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What is a CRM for real estate?

A CRM allows real estate agents and brokers to manage leads and clients better, foster stronger relationships, and potentially close more deals.

A CRM for real estate provides an organizational approach to establishing more meaningful relationships with clients by ensuring all aspects, from communication to scheduling viewings, are managed efficiently. When customer relationships are nurtured effectively, essential business metrics like marketing ROI, lifetime value, and customer defection rate can significantly improve.

As a real estate agent, your primary responsibility is to guide your clients through each stage of the sales process, from lead generation to completion. This means you need to juggle a lot of tasks simultaneously for multiple clients, such as:

  • Develop a deep understanding of each of your client’s needs and preferences
  • Organize and schedule a busy calendar of appointments
  • Maintain effective communication
  • Manage the inflow of new leads

A CRM may be the single most powerful tool in a real estate agent’s arsenal because it provides a central platform for performing all of these duties. Add intelligent data crunching and software automation into the mix, and the possibilities open up even further.

Why use a CRM for real estate?

Thanks to increasingly open and customizable configuration options within CRM technology, real estate professionals can access an expanding range of benefits. In the real estate industry, the following are often cited as the most valuable benefits of using CRM software:

Never lose track of a client

As a realtor, you probably have multiple clients, all with widely different needs and preferences that evolve over time. It’s easy to lose track, but a CRM for real estate can smooth out the confusion and manage the mess by providing real estate agents with a bird’s-eye view of their entire client portfolio, enabling real-time monitoring of each client’s progress and sales pipeline activity.

Improve relationships by centralizing customer information

Understanding your prospective buyers’ budget and other influential factors informs your strategy to secure a home they love. CRM platforms enable this by collating detailed information about the client into a central location. You can add relevant information on the go and refer back when making recommendations and planning a course of action.

CRM platforms enable you to understand your prospective buyers' budget and other influential factors by collating detailed information about the client into a central location.

Streamline communication in one place

You can preserve both with contemporary CRM software. The best CRM software should allow you to integrate various communication tools and use them directly from the interface where all the data is stored. Communicate by Zoom, Slack, email, or phone, and capture all the essential information in your fully integrated CRM — which you can easily access on your mobile device.

Automate marketing and sales initiatives

Connect elements of your marketing and sales operations directly to your CRM software. This means you can set up automations that could, for example, trigger a lead-scoring evaluation to determine which new prospect will respond best to certain campaigns.

Features to look for in a CRM for real estate

There are many CRM products out there, from generalized relationship management platforms to focused, industry-specific CRM tools. Whatever direction you choose, make sure it has the following CRM features.

real estate agent performance and property listings management in monday sales crm

Full pipeline management

Your CRM tool should be able to capture and distill information relating to all stages of a typical real estate agency sales pipeline, including lead capture, engagement, deal completion, and post-sales follow-ups. Look for tools that allow you to visualize and manage your entire pipeline in different ways. You can enjoy time-saving efficiencies when everything you need is connected and actionable from one digital location. This is what integrated CRMs enable.

Detailed client profiles

You don’t have to spend hours constantly searching through emails and texts to stay on top of all your client’s needs — it’s taken care of with advanced client profile management. Your CRM tool should be able to synchronize all the information you have on your client in one place — and allow you to filter or sort it — so that you have all the relevant data ready as and when you need it.

Automations to make your life easier

Automations allow you to set up custom actions that are triggered upon a specified change, like lead management, posting to social media once a property is successfully closed, sending timely website analytics reports, or auto-responding to a new sales lead.

You’d be missing a huge value-creating opportunity if your chosen CRM platform isn’t up to speed with the possibilities that automations can bring.

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The top 15 real estate CRM platforms

Several real estate CRMs exist, but sorting through them can be costly and time-consuming. As a real estate agent, you know that your time is better spent with clients, so we’ve briefly summarized a few of the top CRMs for real estate so you can get a good overview of your options. Let’s take a closer look.

1. monday CRM

Best for: Automation

monday sales CRM is a fully customizable, no-code sales platform that lets you organize and manage your pipeline, automate your sales processes, streamline communication, and gain valuable insights into your entire sales cycle and forecasting.

monday CRM is a fully customizable, no-code sales platform that lets you centralize your entire sales cycle. You can organize and manage your pipeline, automate your sales processes, streamline communication, and gain valuable insights into your entire sales cycle and forecasting.

Key features of monday CRM

  • CRM item page with deal stages widget: See all your client information at a glance and get a 360-degree view of your opportunities to clearly understand where each stands in your pipeline.
  • Automation: Save valuable time and close more deals by automatically assigning leads to agents, setting reminders for upcoming activities, and getting notified when a lead opens an email.
  • Communication: Automatically keep track of client interactions and log sent emails in one central location. Save time with personalized email templates and AI-powered suggestions.
  • Customization: Easily tailor the platform to fit your unique sales pipeline, workflows, and processes. Edit deal stages, add multiple columns, and manage unlimited pipelines and contacts.

monday CRM pricing: $12/user/month (Basic); $17/user/month (Standard); $28/user/month (Pro); Custom (Enterprise)

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2. Wise Agent

Best for: Transaction management

Wise Agent is an all-in-one Real Estate CRM platform that helps agents stay organized, manage contacts, market their business, and close more deals. It includes automated marketing tools, customizable workflows, and integrated communication tools to help agents stay in touch with their clients.

Key features of Wise Agent

  • Lead generation: Identify and target potential customers with integrated lead nurturing tools.
  • Transaction management: Manage due dates, documents, signatures, and more all in one place.
  • Integrations: Seamlessly connect with over 100 popular business tools.

Wise Agent pricing: $49/month or $499/year (Standard); Custom (Enterprise)

3. Propertybase

Best for: Small teams and large brokerages

Propertybase is a comprehensive real estate platform featuring a CRM, back office management, lead generation, marketing, and more. The two editions — Salesforce (for large operations) and GO (for small teams) —  both offer lead generation capabilities, a centralized platform for managing front-end and back-end operations in one place, and features like drip campaigns and social ad listing boosts.

Key features of Propertybase

  • Lead management: Centralize your contacts from lead sources like Trulia and Zillow in a single location and target your most active leads.
  • Property management: Syndicate listings on popular real estate portals and create automated ad campaigns on social media sites like Facebook and Instagram.
  • Performance management: Check dashboards and reports for lead activity, upcoming tasks and showings, recent listings, projected sales, and commission volume.

Propertybase pricing: Unavailable

4. LionDesk

Best for: Automated communication

LionDesk is an integrated CRM platform and marketing automation tool designed to help real estate professionals manage their businesses efficiently, stay top-of-mind with clients, and sell confidently. It offers a range of services to streamline client communication, automate tasks, and improve lead generation.

Key features of LionDesk

  • Contact management: Organize contacts, communication history, and other relevant details in a centralized database.
  • Automated communication: Stay engaged with clients and leads via auto drip campaigns, bulk text messaging, and video communication.
  • Lead generation: Integrates with lead sources like Zillow, Trulia, and to help agents capture and manage leads.

LionDesk pricing: $25/month (CRM); $83/month (CRM Premier)

5. Real Geeks

Best for: Marketing automation

Real Geeks is a comprehensive real estate sales and marketing platform with a robust CRM system. The CRM provides a clean, uncluttered dashboard to help real estate agents effectively manage tasks, reminders, contacts, leads, and the sales pipeline.

Key features of Real Geeks

  • Automation: Set up automated email and text message drip campaigns to nurture leads and stay in touch with clients.
  • Contact management: Maintain detailed lead profiles, including contact information, communication history, and other relevant details.
  • Communication: Use pre-built templates and workflows to call, email, and text clients directly from the CRM.

Real Geeks pricing: $299/month (Establish); $599/month (Grow); $999/month (Expand); $1599/month (Conquer)

6. Follow Up Boss

Best for: Integrations

Follow Up Boss is a comprehensive CRM platform explicitly designed to help real estate agents and brokers get organized, engage with leads, and coach their teams. Teams can use the central hub to build and scale systems with a wide range of third-party tools and platforms.

Key features of Follow Up Boss

  • Contact and lead management: Organize contacts, leads, and client information in a centralized database.
  • Automated communication: Nurture leads and stay in touch with clients via automated email and text message campaigns.
  • Integrations: Connects with 250+ third-party tools and platforms, including lead sources and website providers.

Follow Up Boss pricing: $58/user/month (Grow); $416/month for 10 users (Pro); $833/month for 30 users (Platform)

7. Top Producer

Best for: Lead nurturing

Top Producer offers a comprehensive suite of real estate tools, including a robust CRM with MLS integration, lead generation tools, and marketing automation designed to help agents grow their businesses.

Key features of Top Producer

  • Communication: Create automated email drip campaigns to nurture leads and stay in touch with clients.
  • Lead generation: Integrates with online lead sources like Zillow and and provides AI-powered “Smart Targeting” to identify potential sellers.
  • MLS property insights: Automatically populates listing data and status updates from the MLS, helping agents stay on top of market changes.

Top Producer pricing: $129/user/month (Pro); $379/month (Pro + Leads); $399/month (Pro + Farming)

8. Realvolve

Best for: Workflow automation

Realvolve CRM focuses on automating workflows, handling communications, and enhancing productivity for real estate professionals. It also includes a library of pre-designed templates to help you get started on everything from creating workflows to contacting leads.

Key features of Realvolve

  • Workflow automation: Create customized workflows to automate repetitive tasks, streamline processes, and ensure consistent follow-up with clients.
  • Communication: Integrates with various communication channels, including email, SMS, and social media, to help agents stay in touch with clients and automate outreach.
  • Contact management: Maintain a comprehensive contacts database linked to properties, transactions, and automated marketing campaigns.

Realvolve pricing: $94/user/month (Basic); $99/user/month (Accelerate); custom quote (Navigator)

9. Pipedrive

Best for: Pipeline management

Pipedrive is a popular tool with real estate businesses thanks to its easy visual interface, helpful integrations, and workflow automations. It also has several built-in features — like the integrated meeting scheduler and the ability to connect VoIP tools directly to the platform — that make managing a real estate business a breeze.

Key features of Pipedrive

  • Pipeline management: Create pipelines for properties, investors, and buyers.
  • Contact management: Keep track of conversation history and organize messages by client and property.
  • Communication: Follow up and take notes on your phone between showings and access property details with the mobile app.

Pipedrive pricing: $14.90/seat/month (Essential); $27.90/seat/month (Advanced); $49.90/seat/month (Professional); $64.90/seat/month (Power); $99.00/seat/month (Enterprise)

10. Zillow Premier Agent CRM

Best for: Accessing insights from Zillow

The Zillow Premier Agent CRM helps real estate professionals get more value from leads and connections already on the Zillow real estate network. It’s designed to assist agents in managing clients and tracking real estate performance, with tools to streamline communications, manage tasks effectively, and stay on top of follow-ups.

Key features of Zillow Premier Agent CRM

  • Exclusive insights: Unearth actionable, data-driven insights about leads and clients to manage pipelines efficiently.
  • Personalized reporting: Generate tailored reports for individual or team performance tracking.
  • Communication: Manage teams, reminders, and new connections on-the-go with the mobile app.

Zillow Premier Agent CRM pricing: Free

11. Market Leader

Best for: Lead generation

If you’re a real estate agent or broker who prefers cold calling, Market Leader might be the CRM for you. With integrated cold-calling features and integrations to capture, nurture, and manage your leads from different sources, Market Leader is a strong platform for growing real estate businesses.

Key features of Market Leader

  • Lead generation: Integrates with 40+ lead sources like Zillow, Trulia, and
  • Communication: Manage leads on-the-go with the mobile CRM app.
  • Marketing suite: Streamline, enhance, and automate marketing tasks.

Market Leader pricing: Unavailable

12. Streak Real Estate CRM

Best for: Gmail integration

The Streak Real Estate CRM is an extension within Gmail’s dashboard, providing a seamless user experience for real estate professionals heavily reliant on G-Suite apps. The lightweight CRM lets you manage buyers, sellers, and transactions with customizable pipelines to match your workflows.

Key features of Streak Real Estate CRM

  • Transaction management: Keep track of all the details and documents you need to close a deal in one place.
  • Relationship management: Gain valuable insights about your clients, access their data when needed, and always add a personal touch without ever leaving Gmail.
  • Pipeline management: Visually track leads, prospects, and transactions as they progress through various stages.

Streak Real Estate CRM pricing: $49/user/month (Pro); $69/user/month (Pro+); $129/user/month (Enterprise)

13. IXACT Contact

Best for: Contact management

IXACT Contact Real Estate CRM helps teams manage client relationships effectively, streamline communication, and drive business growth. The software acts as a smart assistant, helping users manage contacts, keep in touch with prospects and clients, capture leads, and stay on track with their goals.

Key features of IXACT Contact

  • Contact management: Combines all your contact data in one organized and easy-to-manage database.
  • Lead management: Capture leads from websites like Zillow
  • Keep in Touch Dashboard: Sets up automated task and appointment reminders to help you stay on schedule, suggests marketing plans, and writes email newsletters.

IXACT Contact pricing: $38/month, plus optional add-ons

14. HubSpot CRM

Best for: Small businesses looking to scale

The HubSpot CRM allows you to scale your business and help you sell faster with contact management, email templates, and meeting scheduling features. Plus, it automatically enriches contact records with data from over 20 million businesses.

Key features of HubSpot CRM

  • Contact management: Create contact records, log sales activities, and view previous interactions.
  • Call tracking: Allows users to seamlessly integrate email communication with their CRM and track interactions with contacts.
  • Reporting and analytics: Offers insights into sales performance, customer interactions, and marketing campaigns.

HubSpot CRM pricing: Free; $15/seat/month (Starter); $90/seat/month (Professional); $150/seat/month (Enterprise)

15. Freshsales CRM

Best for: AI-powered insights and assistance

Freshsales CRM seamlessly manages leads, clients, and properties. It offers pipeline management, AI-powered insights, automation, and a unified view of all your clients, ongoing deals, and interactions with your company on a single panel.

Key features of Freshsales CRM

  • Pipeline management: Includes tools to build and manage multiple pipelines, helping you score leads, track deals, and close sales more efficiently.
  • AI-powered insights: Provides deal insights, smart recommendations, and predictions by ranking prospects based on their engagement with your business.
  • Automation: Allows agents to automate tasks such as lead assignment, scheduling follow-up calls, sending emails, creating reminders, and updating contact fields.

Freshsales CRM pricing: Free; $9/user/month (Growth); $39/user/month (Pro); $69/user/month (Enterprise)

While many real estate businesses would automatically jump on a CRM built for their industry, this doesn’t always provide the most well-rounded solution. A flexible CRM — like monday CRM — often comes with many more features and customization opportunities, opening the door for real estate agents and brokers to handle more in one CRM and scale the platform as their team grows.

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Boost your real estate sales with monday CRM

Real estate teams, brokers, or independent agents can all use monday CRM as an end-to-end customer and lead management software. As a customizable solution, monday CRM has a short learning curve that anyone can use without the need for lengthy technical onboarding.

It also includes many built-in tools ideal for real estate businesses, such as a sales pipeline view, automations, and client communication features to help you stay organized. Let’s take a closer look at the features that make it easier for you to manage all your clients, from incoming leads to post-sales management.

Easy sales pipeline management

With monday sales CRM,  you can build your own pipeline and even manage multiple pipelines at once. You can select from different pipeline views, such as Kanban or a funnel chart.

With monday CRM,  you can build your own pipeline and even manage multiple pipelines at once. You can select from different pipeline views, such as Kanban or a funnel chart. With the customization options, you can easily add and edit columns for deal stages, deal amounts, files, and more to help you visualize your workflow and the deals you have in your current pipeline.

A world of automations

From creating an event on your calendar when a client requests a viewing to assigning a specific agent to a new high-value lead — the only limit is your own creativity.

Utilizing information from client data, the sales pipeline, and your third-party integrations, you can whip up unique automation recipes to do nearly anything. This includes leveraging property management software to streamline operations, track property maintenance, and enhance tenant communication.

From creating an event on your calendar when a client requests a viewing to assigning a specific agent to a new high-value lead — the only limit is your own creativity.

Smart lead capturing

With monday sales CRM, you can easily organize contacts and if you’re out all day, you can still take complete control with our companion mobile app.

With monday CRM, you can easily organize contacts and enrich contact cards with layers of relevant data. You can bring up a client by clicking on their contact card and viewing their entire communication history. You also have easy access to their position in the sales pipeline, any files you’ve shared, and tasks related to clients that need your attention.

Oh, and if you’re out showing homes all day, you can still take complete control of your pipeline wherever you are with our companion mobile app.

Centralized tool integrations

With over 70 available integrations, you can make sure nothing falls through the cracks by integrating your existing work tools with monday sales CRM.

With over 70 available integrations, you can make sure nothing falls through the cracks by integrating your existing work tools with monday CRM. There are integrations for tools like Dropbox, Microsoft Teams, Zoom, Google Calendar, Excel, Zapier, and more. With these integrations, you can control your workflow in one place by using third-party apps to help you schedule meetings, upload documents, and communicate with team members and clients.

Quick setup and fast adoption

real estate properties map view in monday sales crm

With a visual and intuitive interface, setting up workflows and onboarding teams is easy and doesn’t require dedicated developers. Plus, with plenty of templates to choose from — including a Real Estate CRM template — it’s easy to adopt monday CRM.

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The most flexible CRM solution for real estate

Real estate agencies work in different ways. The perfect real estate CRM should be flexible enough to fit your existing workflow and business operations and also allow for future enhancements via automations and integrations to grow your business.

That’s exactly what monday CRM offers. Test it for free to see how it can help you manage your real estate business.


The best system will depend on your specific needs, such as how many team members need access, your required marketing features, and whether or not you want to integrate other tools into your real estate CRM. Some of the best CRMs for real estate include Pipedrive, Wise Agent, Propertybase, and Market Leader. However, one of the most well-rounded options is monday CRM, which offers a platform that gives you access to tools that will help you optimize all aspects of your real estate business.

There are many different tools to consider when shopping for a real estate CRM, but some particular ones to look out for include lead tracking tools, automated follow-ups and communication, contact management, email marketing, reporting and analytics, pipeline management, and an easy-to-use interface.

Absolutely. Real estate agents can benefit from using a CRM since it can help keep them organized, manage contacts, track sales activity, and generate reports, among other features.


Explore more B2C CRM solutions: CRM for gym, CRM for photographers, CRM for ecommerce, CRM for insurance agents, CRM for sports, CRM for plumbers

The information provided in this article is accurate and up-to-date at the time of publication. Changes and updates in the business operations, policies, or any other relevant factors may occur after publication and we encourage readers to verify any information directly.
Alicia is a digital marketing and tech freelance writer with a passion for turning complex jargon into engaging content that everyone can understand.
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