Claire FountainFrom tracking leads to closing deals, staying organized and efficient is the key to running a successful real estate business. That’s where Customer Relationship Management (CRM) tools come in.
The right CRM can help real estate agents streamline processes, foster strong client relationships, and ultimately boost sales.
We found the top five CRM platforms that cater to real estate professionals.
Our Favorite CRM Tools for Real Estate Agents
- HubSpot – Best overall
- LionDesk – Best for communication and automation
- Pipedrive – Best for visual pipeline management
- Wise Agent – Best for affordability and industry-specific tools
- Zillow – Best for lead generation integration
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We offer this website completely free to our visitors. To help pay the bills, we’ll often (but not always) set up affiliate relationships with the top providers after selecting our favorites. However, we do our best not to let this impact our choices. There are plenty of high-paying companies we’ve turned down because we didn’t like their product.
An added benefit of our relationships is that we always try to negotiate exclusive discounts for our visitors.
Best CRM Tools for Real Estate Agents
Platform Name | Best For | Rating (Out of 5) | Price |
|---|---|---|---|
| HubSpot | Best overall | Free; Paid plans from $30/month | |
| LionDesk | Best for communication and automation | From $21/month | |
| Pipedrive | Visual pipeline management | From $15/month | |
| Wise Agent | Affordability and industry-specific tools | From $29/month | |
| Zillow | Lead generation integration | Free; Leads vary in cost |
How We Selected the Best CRM Tools for Real Estate Agents
When reviewing the best CRMs, we focused on:
- Ease of Use: We prioritized tools with intuitive interfaces that minimize the learning curve.
- Customization: CRMs that allow agents to tailor workflows to their unique needs stood out.
- Real Estate-Specific Features: Platforms offering features like lead tracking, transaction management, and commission tracking earned higher scores.
- Integration Capabilities: Tools that integrate with popular platforms like Gmail, Zillow, and social media were given extra consideration.
- Pricing and Value: We assessed affordability alongside the features offered to ensure value for agents at every budget level.
1. HubSpot
Best Overall – 4.5/5
HubSpot is our top pick as the best all-around CRM for real estate agents.
Its free plan is packed with features that help agents manage contacts, track deals, and automate follow-ups.
HubSpot also offers advanced reporting and integration capabilities with email and marketing tools, plus unique features like AI-powered insights, custom dashboards, and a seamless mobile app, making it a great choice for agents who want a comprehensive, end-to-end solution.
Its built-in marketing tools, like email campaigns and social media scheduling, help agents attract new leads while nurturing existing relationships.
Pros
- User-friendly interface with intuitive tools
- Customizable workflows and pipelines
- Excellent integration with other tools like Gmail, Outlook, and Slack
- Scalable features suitable for teams and solo agents
Cons
- Paid plans can be pricey for small teams
- Learning curve for advanced features
2. LionDesk
Best for Communication and Automation – 4/5
LionDesk is a favorite among real estate professionals because of its communication-focused features.
With built-in texting, emailing, and video messaging capabilities, LionDesk ensures agents stay connected with clients at every step of the journey.
Its AI-powered tools also simplify lead nurturing and follow-ups. LionDesk also offers unique features like a power dialer for streamlined call campaigns and transaction management tools to keep deals organized and on track.
Pros
- Robust communication tools, including text and video
- AI-powered lead follow-up capabilities
- Affordable pricing for individual agents
Cons
- Interface could be more modern
- Limited customization options compared to competitors
3. Pipedrive
Best for Visual Pipeline Management – 4.5/5
If you’re a visual thinker, Pipedrive is the CRM for you.
This platform offers an intuitive and easy-to-use drag-and-drop interface for managing deals and pipelines. It’s particularly great for agents who want to stay organized and track deals through every stage of the sales process.
Pipedrive also features smart automation tools, customizable pipelines, and a built-in AI sales assistant to help agents prioritize tasks and close deals faster.
Pros
- Easy-to-use interface with drag-and-drop functionality
- Automated workflows and reminders
- Affordable plans with scalable features
Cons
- Limited reporting capabilities in lower-tier plans
- Fewer real estate-specific features
4. Wise Agent
Best for Affordability and Industry-Specific Tools – 4.5/5
Wise Agent was designed with real estate professionals in mind.
The affordable pricing and tailored tools, like transaction management and lead tracking, make it a standout choice for agents looking for a budget-friendly CRM.
It also offers unique features such as automated drip campaigns, a time-management system with calendar integration, and call tracking to enhance client follow-ups.
Plus, Wise Agent offers seamless integration with popular platforms like Mailchimp, Google Workspace, and social media channels so agents can manage all aspects of their business in one place.
Pros
- Real estate-specific features like transaction management and commission tracking
- 24/7 customer support
- Affordable pricing with no hidden costs
Cons
- Interface feels outdated
- Lacks some advanced automation tools
5. Zillow
Best for Lead Generation Integration – 4/5
Zillow’s own CRM is a great option for agents who rely heavily on Zillow for lead generation.
It seamlessly integrates with Zillow Premier Agent, making it easy to manage and nurture leads directly from the platform.
The CRM also provides real-time notifications for new lead inquiries, allowing agents to respond quickly and maximize conversion opportunities.
Its client insights feature offers detailed buyer preferences and activity data, helping agents tailor their approach and close more deals.
Pros
- Direct integration with Zillow Premier Agent
- Free basic plan available
- Great for agents focused on buyer leads
Cons
- Limited functionality compared to standalone CRMs
- Cost of leads can add up quickly
How Do Realtors Use CRM Tools
Realtors use CRM tools to manage client relationships, streamline communication, and stay organized throughout the buying and selling process.
These CRM tools allow agents to keep and access client information, track leads, schedule follow-ups, and automate marketing campaigns like SMS and email updates and property listings.
Features like task management, real-time analytics, and integration with MLS (Multiple Listing Service) platforms allow CRMs to help realtors prioritize prospects, nurture client relationships, and close deals more efficiently.
CRM tools centralize key workflows and provide actionable insights to help realtors deliver personalized service and build long-term client loyalty.
How to Pick the Right CRM Tool for Real Estate
When choosing the best CRM tool for real estate, start by identifying your specific needs, like lead management, task automation, or marketing capabilities.
Look for software that integrates with real estate tools like MLS platforms and offers features like automated follow-ups, contact segmentation, and deal tracking to make your workflows easy.
Prioritize user-friendly interfaces to ensure you and your team can adopt the tool quickly and efficiently.
Since scalability is essential for growing real estate businesses, you should also choose a platform able to accommodate increasing clients and leads. Robust mobile apps are a must-have for agents who need access on the go. And remember, if you have a virtual assistant, you may want to train them in using the CRM.
Finally, take the time to compare pricing and customer support to find a CRM that fits your budget and provides reliable help when needed.
Frequently Asked Questions
What is the best CRM for real estate agents?
HubSpot is the best CRM for real estate agents due to its robust features, scalability, and integration capabilities.
Which CRM is best for communication?
LionDesk excels in communication, offering texting, emailing, and video messaging tools.
Do I need a real estate-specific CRM?
While general CRMs like HubSpot or Pipedrive are versatile, a real estate-specific CRM like Wise Agent can offer tailored tools like transaction management and commission tracking.
Is Zillow CRM free?
Yes, Zillow’s CRM is free, but costs are incurred if you purchase leads through Zillow Premier Agent.
Geoff Cudd
