Best 8 CRM Software for Real Estate Industry

Real estate agents or realtors need a solution to manage their leads and transactions, track listings, organize their clients to build strong relationships, automate their marketing activities and much more. That’s why real estate CRM becomes vital for real estate businesses! In this article, we have taken a closer look at each of the best CRM software for real estate industry in many aspects!

Real estate leads differ from other sales leads. As a good network has vital importance in the real estate industry, it is better to remember that most of the leads come from listings or referrals. Realtors or agencies need real estate CRM software to manage all these leads efficiently with all different requirements. So that real estate CRM software shines out.

What is a CRM system for real estate?

Real estate CRM allows realtors or real estate agents to gather all sales-related information in one place. This information includes contact details, listings, deadlines for transactions or contract details.

In a broader definition, a CRM platform is a system that manages relationships between agents, realtors, brokers, buyers and sellers. While real estate CRM software organizes all data from business leads, prospects or existing customers, it also helps manage marketing activities through email, phone, online advertising and social media.

The contact management system helps real estate agents manage their sales process more effectively and efficiently. This also enables them to provide a personalized customer experience to their clients.

Which CRM is best for real estate?

The best CRM for real estate varies for each real estate agency, as each agency has its own unique requirements and actionable strategies. Although the market offers an array of CRM solutions, the key criteria is here to find the one that can be matched perfectly with your real estate needs. 

So, the best real estate CRM software should fulfil your core requirements below:

  • Developing sales pipelines with lead generation,
  • Capturing leads from sales marketing campaigns and reporting each campaign in real-time,
  • Managing client relationships effectively and helping to retain them,
  • Responding to clients’ inquires faster,
  • Transforming sales processes into a streamlined workflow,
  • Integrating well with other systems.

Once you determine your core requirements as either real estate agencies in Canada or a realtor, it would be better to start checking out the best real estate CRM solutions.

What are the best CRMs that real estate agents usually use?

When it comes to choosing the best CRM software for real estate agents, the process might be painful. Luckily, the market is flooded with a great number of solutions that include both paid and free ones.

We have narrowed down the top 8 real estate CRM solutions:

  • Pipedrive
  • HubSpot CRM
  • Propertybase
  • Freshworks CRM 
  • Contactually
  • Apptivo
  • Agile CRM

Let’s take a closer look at each of them!


Pipedrive provides CRM for commercial real estate agents. The platform eases the reporting process by giving your agency more details. For example, information about the current customers, their financial status or conversion rates. Managing each contact and monitoring each listing might be too much alongside ongoing business tasks.

Source: Pipedrive

With Pipedrive, real estate agencies can easily segment their sales funnels, nurture and keep them engaged. It makes it easier to automate follow-ups with customizable email templates. Like sending a customized email to your tenant on their first year anniversary of moving into their house. 

The CRM for commercial real estate also provides a mobile app that is available on both iOS and Android. So, you will not be missing any leads!

HubSpot CRM

Source: HubSpot CRM

No doubt that HubSpot CRM shines out as one of the best free real estate CRM solutions. HubSpot comes with a set of features such as customizable email templates, call tracking, sales automation and pipeline management. It is integrated well with email marketing software to enhance contact outreach. By doing that, it can automate follow-ups, schedule and track emails with the email analytics feature.

As HubSpot CRM is a part of the Sales Hub, users can benefit from the Marketing, CMS and Service Hub as well.

The CRM for realtors mostly focuses on creating a customized experience with each of their contact, sales pipeline, field, template and much more. Like Salesmate, HubSpot offers a private communication channel if you upgrade your plan. For example, they can create a customized live chat section to keep in touch with their clients through the CRM system. Also, with Google calendar integration realtors or real estate agencies can set reminders or schedule meetings. 


Along with powerful real estate CRM features, Propertybase offers a suite of tools that include lead generation and marketing activities. The real estate CRM is great for teams, real estate agents, marketers and brokerages to turn leads into long-term customers.

Source: Propertybase

Propertybase also can accelerate productivity and centralize all your agent’s leads. Gathering your all data in one steady place helps you focus on more important tasks. So, everyone can now focus on the most important thing: building a strong relationship with the clients!

Freshworks CRM

Another efficient way to streamline the sales process is Freshworks CRM offers free CRM for real estate. Unlike other free CRMs, Freshworks offers more comprehensive solutions specifically on email, texts and calls without costing you. Realtors can manage incoming inquiries, nurture leads and sync all contact information from a single panel.

Source: Freshworks CRM

Freshworks AI-powered assistant Freddy helps prioritize pipelines better and gives insights into what would be the best action realtors can take. Freddy segments deal with titles such as “Likely-to-close,” “Trending,” “At-risk,” and “Gone cold”. By doing that, realtors can get a comprehensive overview of their sales pipelines. Unfortunately, getting Freddy’s predictions is not a free feature. 

As consistency is key, the Freshworks automation feature helps send follow-ups and invoices, set reminders, and create emails and newsletters to boost productivity.


Source: Contactually

Contactually focuses on offering more industry-specific features and this made Contactually one of the comprehensive real estate CRM solutions. Like Freshworks, Contactually’s intelligence email system gives real estate agents insights into taking smart actions to improve their agencies’ profitability better. With its drag-and-drop pipeline management system, agents can organize the pipelines and also workflow between teams.

The platform streamlines lead collection and qualify them for sales follow-ups. With its customization ability, agents can create personalized and automated email campaigns. 

Contactually also shares reports at the end of each campaign. It is well integrated with Zapier, Mailchimp and Google Workspaces that allowing maintaining the communication workflow well. 


Like each CRM software for real estate agents, Apptivo focuses on helping you to deliver an extraordinary customer experience. The powerful email automation system, Apptivo aims to reach not only your potential customers but also your past ones. The real estate CRM solution stores all your client databases in one place to manage and communicate effectively with them at the end of the day.

Source: Apptivo

The system works in a 2-way between the client and you. Scheduling calls, sending proposals, making payments and more can be made in the mobile app. As a real estate agent, Apptivo also provides you with a comprehensive inventory management system to manage your data conveniently and efficiently.

Easy data structuring, customer loyalty and experience increasing and integrating well with other platforms are what makes Apptivo one of the powerful real estate CRM solutions.

Agile CRM

Although not specifically designed for real estate agents, Agile CRM can still fulfil agents’ needs from many perspectives. In the free plan, realtors can store unlimited documents, manage unlimited tasks, schedule appointments, create unlimited pipelines and track emails.

Source: Agile CRM

As the free plan only lets 10 users, it might suit small real estate teams better. However, the paid plans come with more customized features such as telecommunication opportunities, detailed reports, automated voicemails, an onboarding coach, a dedicated account manager and much more.

While the platform takes care of the appraisals and property management, realtors can focus on building strong relationships. As Agile CRM for real estate comes with a bunch of marketing tools that ease email and lead-tracking activities, it makes the client outreach process easier. Plus, it creates a consistent experience for clients during their journey. Like other CRMs, Agile CRM is also integrated with social media networks, Google Workspace, Zendesk, Shopify and Stripe.

Free vs. Paid CRM Software for Real Estate Agents.: Which One Suits Your Needs?

The market is full to bursting with a wide range of CRM software for real estate industry. While free-forever plans come with limited features, paid plans offer more comprehensive solutions. Custom reporting, multiple sales pipeline managing, sales forecasting, and bulk email sending are just a few of the features that most paid plans cover. 

On the other hand, free CRM software for real estate industry offers key features mostly with user limitations. These features include lead tracking, customer data storage, monitoring, reporting, workflow automation and limited integrations. As an exception, some of the free solutions offer a sufficient number of features that feed your needs.

To wrap up, we can say that if you are an independent realtor or a small team it would be better to start with a free version at first. Then, depending on your needs you can upgrade your plan at any time. 

Use a CRM for Real Estate to Power Up Your Agency

Organizing a myriad of leads, pipelines, contact details, emails, calls, texts, marketing campaigns, tasks, property listings or inquiries is a tough process. That is where real estate CRM solutions burst into prominence.

Using a well-performed CRM system for dealing with this massive data is a must if you serve your clients to unique experiences. While the customer relationship management system takes care of the client relationship, at the same time it eases the process of sales and marketing activities.

Benefits of Using a CRM for real estate

Getting help from CRM software for real estate businesses will help store all customer data in one place. This is essential to create multiple lead generation streams if you want to perform as a successful real estate agency. The data can be gathered via social media channels, email marketing campaigns, online advertising or others. CRM platforms create a place where realtors can organize these leads. So, that prevents any data from missing. 

Not only CRM software for real estate agents build a bridge between prospects or existing clients but it also past clients. It would be great if a real estate agency could keep in touch with them on a regular basis. It could be on their birthdays or home purchasing anniversaries.

As real estate CRM software captures detailed information about clients, it helps segment the data such as types of houses, locations, pricing range, interest rates and much more. So, realtors can serve customized client experiences.

Automation ability boosts up a realtor’s or real estate agency’s overall productivity. Real estate CRM solutions can automate the processes of sending follow-up emails, reminders or newsletters and repetitive tasks and workflows. 

Lastly, reporting benefits lets real estate agents know if something bad happens. It is also great for taking the right actions at the right time. A good CRM software for real estate agents gives you information about email open rates, click-through rates on links or other data you need.

All of these CRM solutions above-mentioned are great for real estate businesses. Some are better for document management while others are more likely to offer custom features. So, the best CRM software for real estate agents reshapes depending on your unique requirements. Once you understand your needs, you better make logical decisions for your real estate business.

If you have come a long way and are still undecided about the best CRM software for real estate agents, you can still have a place where you can find out other best solutions for your real estate needs.