Managing client relationships in real estate isn’t just about remembering names or sending emails—it’s about timing, follow-up, and insight. For agents, brokers, and growing teams, the chaos of spreadsheets, lost leads, and manual follow-ups can lead to missed opportunities and lost deals. The right real estate CRM can streamline operations, boost productivity, and help close more deals.
Whether you're a solo realtor or run a multi-agent brokerage, choosing the best CRM software can revolutionize how you manage contacts, track leads, and communicate with clients. This guide explores the best real estate CRM software in 2025—from budget-friendly options to AI-driven solutions.
What is a real estate CRM?
A real estate CRM (Customer Relationship Management) software is specifically designed to help real estate agents, brokers, and agencies manage their interactions with clients, leads, and contacts. It serves as a centralized hub for tracking communications, managing transactions, and optimizing workflows. CRMs help ensure that no lead is forgotten, no follow-up is missed, and that the client journey—from initial interest to closing—is smooth and organized.
The importance of CRM in real estate
In real estate, success hinges on relationships, timing, and organization. A CRM system brings all of these together in one place—helping agents and brokers stay on top of leads, listings, and client communications.
Here’s why a real estate CRM is essential:
Centralized client management: Store contact details, preferences, communication history, and documents in one place.
Better lead tracking: Follow leads through each stage of the sales funnel, from inquiry to closing.
Automated follow-ups: Never miss a showing, check-in, or closing date with automated reminders and task assignments.
Improved collaboration: Share updates, assign leads, and track deal progress across your team in real time.
Data-driven decisions: Visualize pipelines, conversion rates, and revenue projections through built-in dashboards and reports.
Faster response times: Access client data and communication tools from anywhere, especially on mobile—ideal for agents on the go.
Enhanced client experience: Deliver timely, personalized service that builds trust and increases referrals.
Whether you're managing a few clients or handling dozens of listings, a CRM helps you stay organized, responsive, and ready to close.
Key features in real estate CRM
Contact & lead management
One of the most fundamental features of real estate customer management is contact management. It allows agents to store important client information, segment leads by type, and create tags for easy filtering. Real-time updates and reminders keep agents engaged with their clients and help ensure no lead is forgotten.
Workflow automation & follow-up triggers
Automation is key to saving time and staying organized. Most modern CRMs have automation capabilities like drip email campaigns, automatic follow-up triggers, and task assignments. These features help agents stay connected with clients without needing to manually follow up after every interaction.
Communication tools
Good real estate CRM software includes built-in communication tools. This might include email templates, in-app messaging, calendar sync, or even SMS capabilities. The more streamlined and integrated the communication, the more efficient the agent’s workflow.
Customization & pipelines
Customization allows agents to tailor their CRM to their specific business needs. With a CRM platform for realtors, agents can create custom fields, change pipeline stages, and personalize client information to fit their exact sales process.
Integration & mobility
A CRM that integrates with other tools (email, calendar, MLS, social media) is crucial for efficiency. Mobile-friendly CRMs are essential for agents who are constantly on the move.
Reporting & analytics
Finally, reporting tools in real estate CRM systems allow agents to track their performance, lead conversion rates, and other key metrics. These insights help agents refine their strategies and improve their results over time.
Our evaluation methodology
To ensure our recommendations are both trustworthy and relevant, we rigorously evaluate real estate CRM software using criteria that matter most to real estate professionals:
Real estate-specific functionality: We prioritize platforms that offer tools tailored to real estate workflows—such as property tracking, lead capture forms, pipeline management, MLS/IDX integrations, and client communication features like automated follow-ups and texting.
Hands-on testing: We go beyond surface-level research by personally testing each CRM. We simulate real-world scenarios like capturing buyer leads, setting reminders for property tours, building follow-up workflows, and managing client databases.
Ease of use: We assess how intuitive the interface is for solo agents, teams, and brokerages alike. Our focus is on platforms that minimize the learning curve while maximizing daily efficiency.
Built-in features & integrations: We look at the full ecosystem: from built-in tools like email campaigns and automation to integrations with key platforms such as Gmail, Outlook, Zapier, DocuSign, Zillow, and social media tools.
Pricing & value for money: We compare pricing tiers and free trial offerings, weighing them against the feature set and scalability—especially for small teams or growing brokerages looking for a cheap easy-to-use real estate CRM.
Customer support: We evaluate the quality, availability, and responsiveness of support channels including live chat, help centers, and onboarding resources, because timely help matters when managing high-stakes deals.
Quick comparison of real estate CRM software
Here’s a comparison of the best real estate CRM platforms available today.
Best real estate CRM software in 2025
Lark - Best all-in-one collaboration CRM
Lark is a fully integrated “everything app” that brings together messaging, video calls, email, shared calendars, collaborative documents, and a powerful data management platform called Base. For real estate professionals, this unified workspace offers the flexibility to build a custom, scalable real estate CRM without juggling multiple disconnected tools.
With Base, agents and brokers can create personalized CRM pipelines to manage everything from initial inquiries to property showings and deal closures. Whether you're tracking buyer contacts, logging property interest, or measuring open house engagement, Base lets you tailor fields and workflows to fit your exact needs. You can capture contact info, lead sources, preferences, deal stages, and custom metrics to display in a clear, customizable dashboard that your whole team can access.
Automation helps eliminate repetitive tasks by automatically assigning leads, sending follow-up reminders, updating statuses, and triggering notifications in real time. And with Lark’s mobile-friendly design, you can manage your pipeline on the go—perfect for agents in the field or meeting clients.
Best for: Real estate agents or brokers that need integrated collaboration tools alongside CRM functionalities.
Price: Free plan available for 20 users. Paid plans start at $12 per month.
Follow Up Boss – Best for Automation & Integrations
Source: followupboss.com
Follow Up Boss is another great option, especially for fast-paced teams. It offers over 200 integrations with third-party apps, making it highly customizable and perfect for brokers with complex workflows. It excels at automation with robust features like task assignment, follow-up reminders, and email marketing campaigns.
Best for: Fast-paced teams with lots of third-party apps.
Price: No free plan. Paid plans start at $58 per month.
Wise Agent – Best for AI Features
Source: inman.com
Wise Agent is perfect for agents looking for affordability and AI-driven workflow optimization. It offers smart automation features like an AI-powered email responder and integrates with major tools like Gmail and Zapier.
Best for: Agents needing affordable tools with AI features.
Price: No free plan. Paid plans start at $48 per month.
LionDesk – Best for Video & SMS
Source: theclose.com
LionDesk stands out with its video email and SMS features, perfect for agents who want to add a personal touch to their follow-ups. It’s a great choice for realtors who rely on video communication to keep clients engaged.
Best for: Agents that prefer sending video by email and using SMS.
Price: No free plan. Paid plans start at $30 per month.
Real Geeks – Best for IDX + Lead Gen
Source: findmycrm.com
Real Geeks is the go-to CRM for real estate agents who need a platform that integrates seamlessly with their website and lead generation tools. With IDX integration and a focus on lead conversion, it’s ideal for agents looking to drive web traffic and turn it into clients.
Best for: Brokers that need IDX integration
Price: No free plan. Paid plans start at $299 per month.
Agile CRM – Best for affordable automation
Agile CRM is a lightweight yet feature-rich CRM ideal for real estate professionals seeking affordable automation. It offers contact management, email tracking, appointment scheduling, and lead scoring—all within a modern, easy-to-use interface. Its free tier is great for individual agents, and paid plans scale well for small teams. Plus, Agile includes marketing automation tools that help streamline your follow-up process without breaking the bank.
Best for: Agents who need solid automation features on a tight budget.
Price: Free plan available. Paid plans start at $8.99 per month.
Freshsales – Best for Built-in Calling & AI Insights
Source: g2.com
Freshsales, by Freshworks, delivers a powerful blend of CRM features and built-in calling, making it an ideal choice for real estate agents who are always on the phone. Its AI-powered contact scoring helps you focus on the hottest leads, and the smart workflows simplify client management. You also get built-in email, activity timelines, and automation without needing third-party apps.
Best for: Realtors who value integrated calling, smart insights, and AI-driven decision-making.
Price: Free plan available. Paid plans start at $9 per month.
HubSpot CRM – Best for Scalability
Source: capterra.com
HubSpot CRM is a great option for real estate teams planning to grow. The free version is generous and includes contact management, email tracking, and deal pipelines. As your business scales, you can unlock more advanced sales and marketing tools without switching platforms. Its simple UI and strong support make it a great starting point that grows with you.
Best for: Agents or teams that want a free CRM now with the option to scale later.
Price: Free plan available. Paid plans start at $12 per month.
Salesforce – Best for Enterprise Customization
Source: salesforce.com
Salesforce remains the gold standard for large agencies or brokerages needing advanced customization. It’s highly flexible, allowing tailored dashboards, workflows, and integrations to fit nearly any real estate process. While there’s a steeper learning curve and cost, the payoff is a CRM that can support complex operations and massive contact lists with ease.
Best for: Larger teams or brokerages that require enterprise-level customization and scalability.
Price: No free plan available. Paid plans start at $25 per month.
Choose the best CRM for your real estate business
Finding the best CRM isn’t just about flashy features—it’s about fit. Whether you’re a solo agent, part of a growing team, or running a full-scale brokerage, the right real estate CRM system should align with your daily workflow, budget, and long-term goals. Let’s break it down by use case, pricing, and key essentials like mobility and support.
Solo Agents vs. Teams vs. Brokerages
Solo agents
If you’re a one-person powerhouse, you’ll benefit most from a cheap, easy-to-use real estate CRM that simplifies your day without overwhelming you. Think minimal setup, intuitive design, and features like contact tracking, automated reminders, and email templates. Free real estate CRM systems like Zoho CRM, Lark, or HubSpot CRM offer exactly that—making them great starting points for independent agents who want to stay organized without spending a dime.
Real estate teams
When you’ve got multiple agents working together, collaboration becomes key. You’ll need CRM tools that support multi-user access, shared pipelines, task assignment, and internal messaging. Lark shines here, combining CRM features with built-in team chat, shared calendars, and docs—all in one platform. Alternatively, for larger enterprises we recommend you take a look at Salesforce which is a powerful CRM solution with many advanced features.
Brokerages
For larger brokerages, scalability and oversight are critical. You’ll want advanced features like custom reporting, agent performance tracking, lead routing, and integration with marketing platforms. Paid CRMs such as Follow Up Boss or Salesforce often cater to this tier, offering tailored solutions to support high-volume transactions and management oversight.
Free vs. Paid CRMs
There’s no shortage of options when it comes to CRM pricing—and the best choice depends on where your business is today and where it's heading.
Free real estate CRM systems
If you're just starting out or operating on a tight budget, free CRMs can offer surprisingly robust functionality. Tools like Lark provide contact management, automation, and mobile access—all without any upfront cost. They’re ideal for solo agents or lean teams looking for a cheap and easy-to-use CRM that covers the essentials.
Paid CRMs
As your client base grows and your workflow becomes more complex, it may be time to upgrade. Paid CRMs unlock more powerful tools like:
Advanced automation for lead nurturing.
Deep integration with marketing tools, MLS platforms, and accounting systems.
Custom dashboards and reporting for performance insights.
Priority support and onboarding services
In most cases, the ROI of a paid CRM pays off quickly—especially when time saved and deals closed are taken into account.
Mobile access, support & onboarding
In real estate, your office is wherever you are. A mobile-friendly CRM is non-negotiable—it should let you manage leads, view tasks, and send messages from your phone, whether you’re at an open house or on the go.
But mobility isn’t enough. You also need:
Responsive support: Look for platforms that offer live chat, email, and phone support when you need help fast.
Onboarding and training: The best CRMs don’t just hand you the software—they guide you through it. Some offer personalized setup calls, knowledge bases, or even live webinars to help your team hit the ground running.
We recommend you check whether the CRM solution has a mobile-friendly interface that allows you to perform the same actions as you can from a desktop.
Level up with CRM integrations and automation
A powerful real estate CRM isn’t just a digital rolodex—it’s a hub that connects your entire workflow. By integrating essential tools like email, calendars, IDX/MLS platforms, and lead sources, your CRM transforms into a fully automated command center that keeps deals moving and clients engaged.
Boost productivity with integrations
Modern CRMs offer plug-and-play integrations that eliminate data silos and streamline your daily tasks. Here are a few game-changers:
Email and calendar sync: Connect your Gmail or Outlook account so every client interaction, showing, and follow-up is tracked automatically in one place. No more jumping between tabs or missing key appointments.
IDX/MLS integration: Pull in real-time listing data directly into your CRM. This allows you to match clients with new listings faster and provide personalized property alerts without manual updates.
Lead source integration: From Zillow to Facebook Ads, leads can flow directly into your CRM with source attribution. This makes it easier to track ROI and prioritize high-performing channels.
Alternatively, platforms like Lark have most of your essential tools already inside their app, which means you can reduce costs on third-party integrations and manage all your work in one place.
Save time with automations
When time is money—and every lead matters—automation is your secret weapon. Below are some practical automation workflows that can save hours of manual work each week, while also improving lead response time, team coordination, and client experience.
Auto-assign leads to agents based on location or price range: Instead of manually distributing leads, set up rules in your CRM to assign them automatically to the right agent. For example, if a buyer is searching in a specific zip code or within a particular price bracket, the CRM can route that lead directly to the agent who specializes in that area or price point.
Why it matters: No lead sits untouched, and clients are instantly connected with the best-fit agent—boosting conversion rates and delivering a smoother experience from day one.Task reminders tied to listing updates or milestones: Whether it’s scheduling a showing, submitting an offer, or checking in post-closing, your CRM can automatically generate task reminders based on events or timeline triggers. For example, when a listing status changes to “under contract,” the CRM creates a checklist of next steps, like sending disclosures or confirming inspection dates.
Why it matters: You stay organized without having to manually update tasks—and nothing important slips through the cracks.Drip email campaigns that keep leads warm: Most leads aren't ready to buy or sell right away. With drip campaigns, you can set up a series of automated emails that nurture leads over time—offering neighborhood guides, market tips, or success stories to keep them engaged.
Why it matters: You build trust and stay top-of-mind, all while focusing on your hottest leads. When the time comes to make a move, they’ll already know who to call.
By embracing integrations and automation, your real estate CRM evolves from a passive tool into an active business partner—saving you time, reducing errors, and giving you more hours back in your day to focus on closing deals.
FAQs
What is the best free CRM for realtors?
HubSpot CRM and Lark offer robust free versions ideal for realtors needing core features without upfront cost.
What’s the best CRM for real estate brokers?
The best CRM for brokers depends on your business priorities. If marketing and lead generation are your focus, tools like Real Geeks or Follow Up Boss offer strong integrations with ad platforms and IDX. But if you want a comprehensive, all-in-one workspace that blends CRM with team collaboration, messaging, file sharing, and calendar tools, Lark stands out as a versatile, scalable option for brokerages.
How much does a real estate CRM cost?
Costs vary—ranging from free to $100+/month—based on features, team size, and the platform’s capabilities.
Is free CRM software good enough?
Free CRM software is a great starting point—especially for solo agents or small teams. It often includes key features like contact organization, basic automation, and mobile access. However, as your business scales, you may benefit from the added functionality of paid CRMs—such as multi-user controls, custom reporting, in-depth analytics, and integration with tools like MLS, email marketing platforms, or accounting software.
Final thoughts
Choosing the best real estate CRM isn’t just about finding the flashiest tool—it’s about matching the software to your unique business needs. Whether you're juggling dozens of listings solo or managing a high-performing team, the right CRM can transform how you work. Lark stands out by combining powerful CRM features with seamless team collaboration and automation—perfect for modern, mobile-first agents. From lead follow-up to internal coordination, it keeps everything in one place.
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