The Importance of a CRM in Real Estate

The decision to purchase real estate is typically one of the utmost importance. So when people are property-hunting, they will want to feel that the real estate agent they are working with completely understands their needs, has their best interests at heart, and will be able to fulfill their requirements. For a successful real estate agent, therefore, there is little room for error. They have to painstakingly build trust by working efficiently and being on top of all their information, leaving their clients safe in the knowledge that their requests are in good hands. 


For a real estate agent, efficiently managing the data related to clients is therefore extremely vital. A successful realtor has to have complete, detailed information about any given client available on demand. A real estate CRM does precisely this. It provides a unified source of information about any given client and reduces the chances of errors occurring. 

What is a CRM in Real Estate?

CRM stands for Customer Relationship Management. In real estate, this broadly means building and maintaining relationships with clients, managing their information, managing appointments, attracting new clients, prioritizing tasks, and of course, closing deals.


Good real estate CRM software provides the tools that enable realtors to carry out these tasks in a way that takes the administrative burden off the realtor. This frees up valuable time for people in an industry that demands that they are always on the go. 


The best CRMs for real estate agents provide a unified, readily accessible source of information that helps them focus on cultivating relationships, developing leads, and making sales, all with a data-driven approach.

Benefits of Using a CRM in Real Estate

A good CRM for real estate agents offers several useful benefits. When it comes to organizing information, the best commercial real estate CRMs offer huge advantages over traditional methods like spreadsheets. Realtors can track which clients they’ve had contact with, with rich insights like how far along the purchase journey they are. Real estate agents can respond to inquiries made through various channels from one place, they can manage relationships with past clients to ensure they stay top of mind when it comes to referrals, and they can automate administrative tasks so they can focus on the things that help them grow their portfolio. 


In short, good real estate CRM software will help you stay on top of all the activities related to your sales pipeline.

What To Look For in a CRM for Realtors

Does The Real Estate CRM Fit Your Budget and Needs?

Top CRMs for commercial real estate all offer features that are tailored specifically to this industry, and for that specificity, you may be required to pay a premium. However, CRMs that are not specifically targeted at realtors may offer similar functionality at a lower cost. So before investing in a brand new real estate CRM, it is important to have answered a few questions about the capabilities of the software. If you have a small team, for example, you might not need a CRM with advanced capabilities that support distributed teams.

How Easy Is The CRM To Use?

Having a top CRM for commercial real estate won’t do you much good if you and your team can’t get the best out of it because of the complex user interface and steep learning curve. So you want to make sure that, first of all, the CRM you pick has an intuitive user interface and provides a seamless user experience. It should also have plenty of support resources covering the most frequently asked questions and helping you maximize the value you get out of it.

Security and Stability

One of the most attractive features of a CRM is its ability to consolidate all your data into one location. Predictably, security would be one of your top concerns. To start with, you want to keep your data and that of your clients safe from unwelcome access. And secondly, you want to be assured that your painstakingly gathered information, all your clients, prospects and leads will not suddenly vanish into the virtual ether because a faulty database somewhere packed up. In an industry that is notoriously unforgiving, a failure of your CRM system could prove fatal to your business. 

What Are The Best CRMs For Real Estate?

The market is full of CRMs all claiming to offer something special. Navigating that space can easily become a challenge, so we’ve rounded up a few of the most popular to get your search going.

Microsoft Dynamics 365

Although Microsoft Dynamics 365 is not specifically designed for the real estate market, it provides more than enough functionality for realtors to make use of. Dynamics 365 has modules to support business functions such as sales, service, and marketing – crucial activities for any real estate company.


Dynamics 365 offers tools to help realtors improve customer engagement, manage relationships with existing clients, and increase their own productivity. It is particularly well-suited to larger firms that might need more enhanced coordination between different teams. Marketing and sales teams, for example, can smoothly exchange data between them, enhancing the efficiency of the organization as a whole.   



Highly scalable, well-supported, and can be reliably deployed on the cloud or on an organization’s server. 



Designed to be an organizational CRM and so may be prohibitively expensive for exclusively personal use. 



Module-based. Dependent on the scale of implementation.


Salesforce is another household name when it comes to CRM software. The platform provides marketing data and social insights about contacts so realtors can identify promising prospects and adapt their messages to them. The fact that it is a cloud-based service provides greater operational freedom as the data is not tied to in-house hardware. 


Salesforce offers a free, no-credit-card-required, 30-day trial that gives you the opportunity to test the platform’s pre-configured processes. You can upload your own data or use Salesforce’s pre-uploaded test data, and see the reports and dashboards the platform provides. You also get access to online training and live webinars to get you started. 



One of the best-known CRM companies, offering solutions with advanced features like predictive modeling, AI-enabled engagement, automated scoring, and more.



Comparatively expensive.



Provided by vendor on request.


Contactually is one of the CRMs that is designed specifically for the real estate market. You can sync contacts from multiple platforms with your communication history, and then sort them all into buckets. You can then decide, for example, how often you contact these groups. And for this, the app provides custom templates and automated personal messages to help you spend even less time on this. There are also additional tools that help you evaluate at what stage you are with specific clients, and for managing your teams.



Clean interface, specifically targeted at the real estate industry.



Comparatively expensive.



$69/month for the cheapest plan.


Although it is not specifically designed for realtors, HubSpot provides most of the tools any company would need from a CRM. The CRM has modules for marketing, sales, customer service, content management, and operations. All of these feature tools that you can use to harvest better insights from your client base, automate repetitive tasks, and close deals.


There is a host of features that come with the free version. If you upgrade to the lowest tier of the paid versions, you also get additional tools for creating content and generating leads, enhancing your communications with leads and customers, connecting with prospects, and tracking performance.



Free to use but has paid versions if you want to scale up.



Not specific to the real estate market.



$45/month for the starter version.


PipeDrive is another CRM that is not specifically designed for the real estate industry but makes a compelling argument for consideration. The platform is tailored more towards sales than any specific industry. According to the platform’s website, it is a sales CRM and pipeline management software. It, therefore, offers tools that would certainly be useful for real estate teams. 


You can set up a custom chatbot and web forms, responses from those will be sent to your sales pipeline, you can track communication history with your clients, including calls and emails. You can also integrate the software with a range of other applications such as Zoom, Google services, Slack, and so on.



Native mobile apps on both Android and Apple with a well-designed, intuitive UI.



Also not specifically tailored to the real estate market.



Plans start from $12.50 per user per month.

Follow Up Boss

Follow Up Boss is an aptly named platform as its goal is to help you pool all your leads in one place and systematically be able to follow them up. You can import leads from various applications, social networking services, and websites, and then use Follow Up Boss to distribute them among your team members who can then take charge of the follow-up process. In addition to this, Follow Up Boss automates email and text responses to these leads giving your team the responsiveness that is valued by clients. You can also review your clients and leads by viewing smart lists and deciding who to contact and when.



Specifically designed to be a real estate CRM. Well-designed UI.



One of the more expensive options.



Pricing starts from $69 per user per month.


LionDesk is a CRM software that is positioned as being great for all businesses and loved by people in the real estate industry as well. It comes with tools to help you ​​organize contacts, automate communication with clients, customizable reminders, and integration with different channels for you to run campaigns.


There are also bulk mailing and texting features, and an informative dashboard that lets you see your emails, text, and leads in one place.



Has all the tools institutions typically need from a real-estate industry CRM.



Some users have complained about it sometimes being glitchy.



Plans start from $21/month.


In the real estate business, it is critically important to stay on top of your customers’ needs and to be agile enough to respond to prospects, manage relationships with clients, and stay top-of-mind for referrals. A good CRM should help you to do exactly that. And in an industry that is fiercely competitive, this could make all the difference. Choosing the right commercial real estate CRM is therefore a decision that will have a profound impact on your business. We have highlighted some important considerations to make and rounded up some of the best CRMs for realtors that are currently available to help you along in finding the best value for your specific situation.