17 Best CRM for Real Estate Agents Which are Worth Your Money

July 1, 2024
28 min

Want to join the top-earning real estate agents? Statistics from Referme IQ show 60% of agents earning over $100,000/year harness the power of a CRM system.

Outperform your competitors by choosing the best CRM for real estate agents from a pool of over 1,100 solutions. We’ve meticulously analyzed 6,000+ reviews across five independent platforms like AppExchange, G2, TrustRadius, GetApp, Software Advice, and company websites to bring you an insightful overview of the leading CRM software for real estate agents.

What Is CRM for Real Estate?

Real estate CRM software helps elevate and transform your real estate business. This software doesn’t just centralize workflows, it’s your key to automating, analyzing, and optimizing all facets of your sales, marketing, and customer services processes.
With a robust real estate CRM, you can:

  • Unify and manage lead, deal, and contact information for efficient organization
  • Effortlessly consolidate and navigate your database
  • Streamline routine tasks through automated workflows
  • Supercharge your email marketing with refined automation
  • Gain insights into your business operation and track real estate professionals’ performance
  • Seamlessly integrate with MLS and other third-party tools

Whether you’re a real estate agent, investor, or mortgage lender, the benefits of integrating CRM software for real estate agents are immense. With real estate CRM, brokers can dive into the future of the real estate industry, and equip your business with a tool designed for success.

Curated List of the Best CRM for Real Estate

Looking for the perfect CRM solution? Get a detailed comparison matrix of the best CRM systems for real estate business.

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Top 17 Real Estate CRM Comparison

In this passage, we’ll compare 17 leading solutions to define the best CRM for realtors.

*Please note that pricing information is accurate at the time of this writing. Please contact the real estate CRM vendor directly to check the current pricing and terms.

Best Real Estate CRM Comparison Ascendix

Best Real Estate CRM Comparison | Ascendix


The most expensive top-rated CRM for realtors are Apto and ClientLook – $129 per user/month and the cheapest are Pipedrive ($14.90), Freshsales ($15 per user/month), and Zoho CRM ($15 per user/ month).

The best real estate CRM software with the highest yearly revenue is Salesforce ($7.72 Billion) and Zoho CRM ($2 Billion) and the lowest one – ClientLook ($1 Million) and Rethink CRM ($2.9 Million).

The top realtor CRM with the greatest number of third-party integrations are Salesforce and AscendixRE, Apto, Rethink CRM (Salesforce-powered CRMs) – 4,300+ and with the least – BoomTown (24) and Zoho CRM – (28).
Platforms with the most supported languages are Salesforce (120) and Dynamics 365 (100+).

Looking for the best CRM for realtors?

Try AscendixRE. Schedule a free demo session today to learn more about AscendixRE CRM features.


Top 17 Real Estate CRM Software

Explore our comprehensive review of the 17 best CRM solutions for real estate agents and elevate your business by selecting the most optimal tool for your needs.

17 Top CRM For Real Estate Agents Ascendix

17 Top CRM For Real Estate Agents | Ascendix


1. Salesforce


Year of Foundation: 1999

Yearly Revenue: $7.72 Billion

Headquarters: San Francisco, CA

Languages Supported: 120

Integrations: 4,300+ (300+ Native Add-Ons)

Key Clients: Spotify, Amazon Web Services, U.S. Bank, Toyota, Macy’s, T-Mobile, The New York Post


Recognized for nine years as the #1 CRM platform, Salesforce  has empowered over 150,000 teams worldwide across various industries and sizes. It’s more than a powerful cloud-based CRM – it’s a thriving community of 2 million enthusiasts, an expansive AppExchange marketplace for industry-specific applications, an enriching educational portal (Trailhead), and a treasure trove of guides, tutorials, and best practices.



Salesforce Pricing

Salesforce CRM for real estate provides a variety of subscription options to choose from. Real estate brokers can get one of four available Salesforce pricing plans:


Salesforce Pricing

Salesforce Edition
Subscription Price (Paid Annually)
Essentials Edition
$25 user/mo
Professional Edition
$75 user/mo
Enterprise Edition
$150 user/mo
Unlimited Edition
$300 user/mo
Salesforce Pricing | Ascendix


Key Salesforce Features

Salesforce empowers realtors in the real estate industry and brokers in commercial real estate with a suite of powerful tools, such as quote generation, advanced reporting, asset management, and data analytics. It allows brokers to monitor key metrics and customer history, generate proposals, utilize customizable estimation templates, and automate document creation.

Salesforce’s potential multiplies as it seamlessly integrates with 20+ Salesforce Clouds and an array of 4,300+ apps available on AppExchange. Its platform’s flexibility allows for building custom apps for any sub-vertical like capital markets or venture capital and successful marketing it to other professionals on the AppExchange marketplace.

Salesforce Features Scorecard Ascendix

Salesforce Features Scorecard


Learn how we helped a commercial real estate brokerage and private capital lenderInnovative Capital – build a custom investor portal on top of Salesforce.


Salesforce Pros and Cons


Pros and Cons of Salesforce CRM for Real Estate

Salesforce offers granular interface customization.Because of complete reliance on the Salesforce database, you have less control over CRM upgrades and planned downtimes.
With this CRM you'll get access to 4,000 third party integrations that can seamlessly integrate with Salesforce, and their number is constantly growing.Salesforce can be costly for startups and small businesses.
The broad ecosystem of native products for business needs – from email marketing automation to advanced AI-powered analytics.It has a steep learning curve. 
Thanks to the platform's popularity, you can easily find the proper consulting or technical partner for any budget and delegate system setup and management to them.Salesforce doesn't offer off-the-shelf solutions for niches like Commercial Real Estate, Investment Sales, or Landlord Representation, Private Equity or Venture Capital .
Advantages and Disadvantages of Salesforce CRM for Real Estate


More details about Salesforce’s pros and cons based on real customer reviews find here.

Best Alternative to Apto and Rethink - AscendixRE. Comparison PDF

Compare AscendixRE CRM vs Apto vs REThink to learn all ins and outs of 3 top-rated CRM tools.

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2. AscendixRE CRM


Year of Foundation: 1996

Yearly Revenue: $20.9 Million

Headquarters: Dallas, TX

Languages Supported: English

Integrations: 4,300 (6 Native Integrations)

Key Clients: Colliers, JLL, CBRE, CRESA, Lee & Associates, Savills


While Salesforce alone may not cater to commercial real estate, investment sales, or landlord representation niche requirements, the combination of Salesforce and AscendixRE CRM offers the perfect, industry-specific solution for the commercial real estate industry. Ascendix is offered in several versions for different real estate verticals: AscendixRE CRM for commercial real estate brokers, landlord lord representation brokers, tenant representatives, AscendixRE for land brokers, and AscendixRE CRM for capital markets.


Salesforce for Real Estate Pricing Comparison

Licensing Option
Pricing Range
Buying from Salesforce Directly
$25-$300 user/mo
Buying from Ascendix Directly
$79-$129 user/mo
Buying from BOTH Ascendix & Salesforce

(includes Salesforce & AscendixRE license)
$199 user/mo
Salesforce for Real Estate Pricing Comparison


AscendixRE CRM Features

AscendixRE CRM supercharges Salesforce’s features with custom functionalities designed expressly for commercial real estate and investment sales brokers. It’s an all-inclusive real estate CRM system, with a stellar 5/5 average rating on AppExchange, ready for use right from setup, with no additional development required.

AscendixRE harnesses all the advantages of the Salesforce platform while mitigating its limitations.

Plus, it provides in-built functions like smart prospecting tools, automated inquiry data capture from LoopNet/CREXi, robust reporting functionality, stacking plans module, real estate brokers’ commission calculation, tracking of properties, listings, sales, leases, land, capital sources, integration with Mailchimp, and more.

Salesforce license pricing are included, presenting clear cost benefits when compared to purchasing Salesforce licenses separately.

Moreover, when you invest in AscendixRE, you also gain access to a suite of pre-integrated tools, all specifically tailored for commercial real estate agents. These best-sellers are:

  • Composer -  (real estate report & property tours generation tool).
  • Ascendix Search  -   (advanced Salesforce search tool designed for realtors.
  • Marketspace  -   a tool for advanced marketing of property listings & deal rooms.

With an AscendixRE license, you’ll have the immediate backing of our dedicated support team, ready to tackle any questions or issues you might have. Say goodbye to paying for Premier Salesforce Support and waiting days for a response. No more queuing for training on new features.

With AscendixRE, you’ll enjoy prompt, personalized support and training, all part of our commitment to your success.

Looking to unlock the power of Salesforce for your real estate business?

Try AscendixRE. It’s an easy-to-use and secure CRM for CRE brokers built on Salesforce. Request a demo.


3. Dynamics 365


Year of Foundation: 2016

Yearly Revenue: $1.5 Billion

Headquarters: Redmond, WA

Languages Supported: 70+

Integrations: 4,300+ (300+ Native Add-Ons)

Key Clients: Accenture, Adobe, RBC Financial Group, Visa, Ecolab, Lenovo, Heineken


Microsoft Dynamics 365 is a cloud-based product line of enterprise resource planning (ERP) and customer relationship management (CRM) business applications.

However, Microsoft Dynamics doesn’t offer a CRM system tailored just for real estate brokers; many brokers use its basic product suites.

Microsoft Dynamics 365 encompasses a cloud-based suite of enterprise resource planning (ERP) and customer relationship management (CRM) applications. Although it does not specifically cater to the real estate sector, many brokers leverage its foundational product suites for their operations.

Moreover, MS Dynamics 365 platform allows building real estate apps on top of it. The very first version of AscendixRE (at that time it was called Real Estate Advantage) was developed on Microsoft Dynamics


Dynamics 365 Pricing


Dynamics 365 Pricing

Plan Name
Subscription Price
Sales Professional
Upfront - $65 user/ month, subsequent - $20 user/month
Sales Enterprise
Upfront - $95 user/month, subsequent - $20 user/month
Sales Premium
$135 user/month
Microsoft Relationship Sales
$162 user/month
Dynamics 365 CRM Pricing


For the very basic Microsoft Dynamics 365 Sales Professional Plan, you will have to pay $ 65 per user/ month if you are a new user. Subsequent Dynamics 365 app subscription will cost $20 user/month.

An initial Sales Enterprise subscription will cost $95 per user/month, and the following is $20 per user/month.

For Sales Premium, you have to pay $135 per user/month, and for Microsoft Relationship Sales – $162 per user/month.


Key Dynamics 365 Features

Dynamics 365 Sales, a part of Microsoft’s robust suite, offers capabilities such as lead nurturing, sales forecasts, playbooks, sales acceleration, conversation intelligence, and AI-guided selling. Its seamless integration with Microsoft products, such as MS Office or MS Teams, enhances its versatility.

Though not tailor-made for real estate, its flexible nature allows customization to fit industry needs, aided by specialized Microsoft consulting partners like Ascendix . Additionally, the Microsoft AppSource marketplace boasts over a thousand industry-specific apps.


Dynamics 365 Pros and Cons


Pros and Cons of Dynamics 365

Dynamics 365 offers favorable pricing for long-term customers.It's not designed specifically for real estate.
It can be smoothly integrated with other Microsoft products.Dynamics 365 requires additional customizations or 3rd-party apps to make it work for niche industries like CRE, which results in higher operational costs.
There are major functional updates twice a year.It is limited in integration capabilities so you may end up building custom connectors for systems that are not available on AppSource (Microsoft Dynamics app marketplace).
Dynamics 365 users suffer from frequent system glitches.
Advantages and Disadvantages of Dynamics 365


You may check what we’ve learned from working with Salesforce and Dynamics 365 platforms from the consulting and app development perspectives.




Year of Foundation: 2006

Yearly Revenue: $52.5 Million

Headquarters: Charleston, SC

Languages Supported: English

Integrations: 24

Key Clients: Frank Oliver & Co, Lion International Realty, The Jim Allen Group, The Ben Kinney Team, Heights Properties, Summus Realty.


BoomTown, a market leader in customer relationship management software, is tailored specifically for the real estate sector. Owned by Inside Real Estate since 2023, this sophisticated platform is a game-changer for real estate businesses.

It supercharges lead generation efforts, fine-tunes pipeline management, streamlines client management, and simplifies the sales process. Offering predictive insights on top opportunities, smart prospecting tools, and integration with hot listings and a consumer-facing IDX website, it’s the ace up every real estate agent’s sleeve.


BoomTown Pricing

BoomTown offers tailored solutions with four dynamic pricing plans: Launch, Core, Grow, and Advance. While specific pricing isn’t publicly listed on BoomTown’s website, resources like SMB Guide and Hooquest suggest that the average investment for the CRM ranges from $750 to $1,500, with a monthly running cost of $1,000-$1,500. For precise and personalized pricing details, we encourage you to connect with BoomTown directly.


BoomTown Real Estate CRM Key Features

This CRM software offers a suite of core features essential for any professional. These include an IDX Site, a hot sheet, listing promotion capabilities, and a convenient mobile app. The software also offers customizable Smart-Drip plans, tools for effective lead generation and routing, robust pipeline management features, and the ability to tag and segment data.

BoomTown Features Scorecard Ascendix

BoomTown Features Scorecard

With its comprehensive reporting capabilities and seamless back-office integration, it is designed to streamline and optimize various facets of the real estate business.


BoomTown Pros and Cons


Pros and Cons of BoomTown

BoomTown enables communication by call, text, or email right through the single platform.Real estate teams will need to put in the time to learn how to work with the CRM system.
This CRM helps organize all records effectively.BoomTown CRM fails to validate leads that had fake email and phone numbers but charges for it.
Within BoomTown can be found many drip campaigns.The leads within this CRM software for real estate agencies do not produce any results/closings.
It enables the importation of data from other databases.The BoomTown website design is not unique or customizable.
BoomTown helps to effectively generate and manage leads, track them, and follow up effectively till they are converted.The CRM and mobile app interfaces seem a little dated.
Advantages and Disadvantages of BoomTown


5. Follow Up Boss


Year of Foundation: 2011

Yearly Revenue: $3.8 Million

Headquarters: San Francisco, CA

Languages Supported: English

Integrations: 57 (Native Integrations 11)

Key Clients: The Graham Seeby Group Residential Realty, The Agency Texas Residential Real Estate, DLP Realty, Kris Lindahl Real Estate, Robert Slack, The Robert Dekanski Team.


Follow Up Boss has earned a spot on our top real estate CRM list, providing various features designed to optimize lead generation and tracking. Follow Up Boss encompasses a comprehensive range of functionalities.

It automates processes such as drip engagement, lead nurturing, two-way text messaging, email logging, and appointment management. Additionally, it offers robust reporting capabilities, including lead source tracking.

Claiming over 200+ integrations with third parties such as Zillow, Ylopo, and Realtor.com, it ensures a seamless workflow. It also facilitates two-way sync with tools like IDX Website, Mailchimp, Gmail, and Facebook Lead Ads, among others.


Follow Up Boss Pricing


Follow Up Boss Pricing

Plan Name
Monthly Subscription Price
Annual Subscription Price
$69 user/ month
$57 user/month
$499 /month for up to 10 users
$416 /month for up to 10 users
$1,000 /month for up to 30 users
$833 / month for up to 30 users
Follow Up Boss Pricing


The pricing structure for this service begins at $69 per user per month for a monthly subscription, or $57 per user per month if billed annually under the Grow Plan.

The Pro Plan is available at $499 per month for up to 10 users or $416 per month when billed annually.

The Platform Plan costs $1,000 per month for up to 30 users, or $833 per month when opting for an annual billing cycle.


Follow Up Boss Key Features

Being in the list of top 5 best CRMs for real estate agencies, Follow Up Boss CRM boasts an array of features designed to streamline and optimize workflow for real estate agents. The software offers automated lead import, alongside customizable email and text templates, facilitating instant texting, a daily hot sheet, and comprehensive lead management.

Further enhancing its suite of tools, Follow Up Boss includes an action plan sharing library, with capabilities for automated drip engagement emails, deal tracking, and lead source analysis. Real-time agent activity reporting, mass emailing capabilities, and sophisticated email open & click tracking ensure a complete overview of engagement levels.

Follow Up Boss Features Scorecard Ascendix

Follow Up Boss Features Scorecard

Moreover, the CRM ensures seamless communication with features such as lead and activity notifications, call transferring and call recording, all backed with in-depth reporting.


Follow Up Boss Pros and Cons


Pros and Cons of Follow Up Boss

This real estate CRM is good for keeping in contact with potential clients, keeping track of where they are in the sales pipeline, and keeping you in sync with scheduled meetings or calls.There is a steep learning curve and some of the features may not seem intuitive and logical at first.
Follow Up Boss has constant updates and feature improvements.Its mobile app is not very user friendly.
It enables easy editing and updating on a single profile, adding notes and listening to the calls for clarification.There are not as many features as in other customer relationships management software.
This CRM software is good for tracking down new leads.This CRM system needs to add more extensions to help make logging texts and automatic transferring into the system.
Advantages and Disadvantages of Follow Up Boss


6. KvCORE by Inside Real Estate


Year of Foundation: n/a

Yearly Revenue: $52.5 Million

Headquarters: Murray, UT

Languages Supported: English

Integrations: 54

Key Clients: NextHome, Royal LePage, The Keyes Company, Weichert Realtors, Samson Properties


kvCORE stands as an insightful real estate CRM, adept at unearthing concealed opportunities and simplifying transactions for real estate professionals. It propels efficiency with an array of features such as lead validation and scoring, automated task plans, a mobile dialer, and integral accountability rules.

This intelligent tool not only amplifies productivity but also offers seamless integration with other Inside Real Estate products, including CORE Listing Machine, CORE BackOffice, CORE Present, CORE Home, and Marketplace.


kvCORE Pricing

Much like BoomTown, kvCORE refrains from publicizing its pricing details on the Inside Real Estate website. As noted in an Agent Advice review, initial CRM setup costs typically oscillate between $999 to $1,800, while monthly charges span from $499 for a duo of users to $1,800 for a hundred.

To ascertain more precise pricing metrics, reaching out to Inside Real Estate agents is recommended, ensuring you acquire the most relevant and accurate information.


Key kvCORE Features

As a virtual assistant for real estate professionals, the kvCORE platform optimizes day-to-day operations, enhancing lead conversion through built-in accountability rules, advanced lead routing, and automated follow-up mechanisms.

The platform’s robust lead generation tools empower real estate teams to fuel their business with precision. Brokerages can harvest cost-free leads utilizing user-friendly landing and IDX squeeze pages. Additionally, kvCORE CRM facilitates an influx of high-quality leads using its suite of in-built tools.

kvCORE Features Scorecard Ascendix

kvCORE Features Scorecard

By automating social media postings, integrating Google and Facebook advertising, and offering custom text codes, realtors can diversify their lead sources.


kvCORE Features Pros and Cons


Pros and Cons of kvCORE

The kvCORE platform has a lot of options and is pretty advanced.The kvCORE backend is a little confusing, not everything easy to find.
Its learning portal is a great resource for new agents.It doesn't filter the MLS for properties well enough to match search criteria.
This software is easy to setup and has good website management tools.The software is inflexible, rigidly designed, and not extensible.
Advantages and Disadvantages of kvCORE


7. Apto


Year of Foundation: 2012

Yearly Revenue: $72.3 Million

Headquarters: Denver, CO

Languages Supported: English

Integrations: 4,300+

Key Clients: Elfin Realty, Wheeler Commercial, Commercial Northwest, Rein & Grossoehme


Apto, a real estate CRM software, joined Buildout, a powerhouse for property marketing automation, in January 2022. Despite this, it remains a favorite among real estate teams. Powered by Salesforce, Apto boasts the capability to blend publishing tools and listings via an additional Buildout subscription, maintaining its status as a versatile tool in the real estate market.


Apto Pricing

Starting at $129 per user per month, Apto’s subscription is competitively priced. For those seeking enhanced stacking plans and marketing functionality, an additional Buildout license, ranging between $75-$200 depending on the plan, is required. This results in a combined cost of $204-$329 per user per month for both products.


Apto Key Features

Under the Buildout brand, Apto is tailored to the commercial real estate sector, featuring key functions such as listing management, tenant profiling, commission calculations, basic stacking plans, sales forecasting, and productivity reports.

Apto Features Scorecard Ascendix

Apto Features Scorecard

Furthermore, its capabilities can be expanded through integrations with email service providers like Outlook and Buildout software.


Learn how we can help with migration from Apto to Salesforce


Apto Pros and Cons

Here are the most common advantages and disadvantages based on Apto CRM reviews:


Pros and Cons of Apto

Powered by Salesforce, Apto is easily customizable and can be integrated with multiple solutions on AppExchange.Since its acquisition by Buildout, Apto has made certain changes to its pricing structure. The most valuable features, including stacking plans, are now exclusively available in the bundled version. As a result, the total pricing has increased.
It provides an all-in-one solution with the contact database linked to the property database, listings, and deals.  It takes over 24 hours to get a question answered.
Apto makes collaboration throughout the office easy. The Apto maps feature is dated and does not always work as it should.
Advantages and Disadvantages of Apto


8. Freshsales


Year of Foundation: 2010

Yearly Revenue: $100 Million

Headquarters: San Mateo, CA

Languages Supported: 34

Integrations: 34 (13 Native Integrations)

Key Clients: OmniPACS, Shelton Development Services, Evans Manufacturing, Sify, Dyson


Freshsales stands as an effective CRM for real estate agents, offering comprehensive contact management and sales forecasting tools, along with automated lead processing.

As a subsidiary of Freshworks, Freshsales harmoniously integrates with its sibling technologies, including Freshdesk, Freshmarketer, Freshchat, Freshservice, and Freshteam, forming a synergistic technology ecosystem.


Freshsales Pricing


Freshsales Pricing

Plan Name
Monthly Subscription Price
Annual Subscription Price
$18 user/ month
$15 user/month
$47 user/month
$39 user/month
$83 user /month
$69 user/ month
Freshsales Boss Pricing


Their Growth Plan is available at $15 per user/month when billed annually or $18 on a monthly basis.

The Pro Plan costs $39 per user/month annually or $47 per month.

For the Enterprise Plan, the cost is $69 per user for a yearly subscription or $83 monthly per user.


Key Freshsales Features

Fueling the sales momentum of agents, Freshsales harnesses sales sequences, time-based workflows, AI-driven chatbots, and insightful deal analytics. Its customizable web forms and dynamic sales forecasting streamline the management of real estate leads.

Freshsales Features Scorecard Ascendix

Freshsales Features Scorecard

Plus, Freshsales provides seamless integrations with key platforms like Gmail, DocuSign, PayPal, Slack, and Outlook for a more unified workflow.


Freshsales Pros and Cons


Pros and Cons of Freshsales

Freshsales CRM offers affordable pricing options.Freshsales implementation is a multi-step and effort-intensive process.
It has attractive graphics and visual reports.This real estate CRM has limited integration options with third-party tools.
It's easy to navigate the system.It doesn't offer the ability to export contacts or create a marketing list.
Advantages and Disadvantages of Freshsales


9. Pipedrive


Year of Foundation: 2010

Yearly Revenue: $126 Million

Headquarters: New York City, NY

Languages Supported: 10

Integrations: 430+

Key Clients: Amazon, TNW, Festo, RE-Max, Skyscanner, Vimeo


Pipedrive presents a versatile CRM solution for all sectors of real estate: residential, commercial, and industrial. This platform allows brokers to craft pipelines for properties and clients, digitally archive client interactions, and manage follow-ups on the go.

Its visual pipeline facilitates effective portfolio and lead tracking, while phone calls, emails, and WhatsApp messages review to aid in perfecting follow-ups. With the mobile app, discussions can be recorded promptly and property details accessed conveniently.


Pipedrive Pricing


Insightly Pricing

Plan Name
Subscription Price (Billed Annually)
$29 user/month
$49 user/month
$99 user/month
Insightly Pricing


The most affordable Pipedrive Plan – Essential Plan  costs $14.90 per user/month (billed annually), Advanced Plan - $27.90 user/month (billed annually), Professional Plan - $49.90 user/month (billed annually), Power Plan – $64.90 user/month (billed annually), Enterprise Plan - $99 user/month (billed annually).

For an extra cost, you can use add-ons like LeadBooster, Web Visitors, Campaigns, or Smart Docs


Key Pipedrive Features

Pipedrive CRM, tailored for real estate businesses, offers an array of robust features. These include client-property matching, geo-targeting, enhanced privacy and security management, collaborative tools, meeting management, and sales trend analysis.

Pipedrive Features Scorecard Ascendix

Pipedrive Features Scorecard

Moreover, it provides advanced prospecting, territory management, and call management features for more robust sales operations. The CRM integrates seamlessly with over 300 applications, creating a more comprehensive solution.


Pipedrive Pros and Cons


Pros and Cons of Pipedrive

This real estate CRM is easy to use and has granular customizability.The straightforward features in the CRM are blocked off from the lowest price plan.
Graphic representation of the lead management process.It freezes when processing large volumes of data.
It has powerful file-exporting features.Pipedrive has limited API and integration capabilities.
Pipedrive has limited automation features.
Advantages and Disadvantages of Pipedrive


10. Rethink CRM


Year of Foundation: 2007

Yearly Revenue: $2.9 Million

Headquarters: Austin, TX

Languages Supported: 9

Integrations: 4,300+

Key Clients: NAI DiLeo-Bram & Co, The Blau & Berg Company, WCRE, Mohr Partner, Lee & Associates, CBRE


Rethink CRM, joining the Buildout product family in 2020, is yet another example of the best real estate CRMs drawing strength from Salesforce.

As a market leader CRM, Rethink not only operates on Salesforce’s robust platform but also offers additional integrations with publishing tools and listings via a Buildout subscription, much like its counterparts, AscendixRE and Apto.


Rethink CRM Pricing

At a rate of $120 per user per month, Rethink CRM offers a suite of fundamental functions. However, for advanced features such as stacking plans and marketing campaigns, an additional Buildout license ranging from $75 to $200, based on the plan chosen, will be required.


Key Rethink CRM Features

Rethink CRM provides robust tools tailored for the real estate sector, including listing management, tenant profiling, commission calculations, multifamily functionality, search, mapping, and Lease/Sale Comp tracking.

The incorporation of a Buildout add-on opens doors to advanced stacking plan capabilities, fortifying your marketing campaigns.


Rethink CRM Pros and Cons

Here are the most common advantages and disadvantages based on Rethink CRM reviews:


Pros and Cons of Rethink CRM

Rethink CRM enables seeing all conversations and interactions with each client and have them all in one location. Similar to Apto, you have to pay extra fees to get additional features available in Buildout, e.g., stacking plans.
It allows for transparency into data flows. There are too many repetitive and not user-friendly fields. 
It helps maintain private records of deals, listings, and contact notes. The interface begs for improvements.
Rethink enables refreshing listings with the most recent MLS data. 
Advantages and Disadvantages of Rethink CRM


11. Insightly


Year of Foundation: 2012

Yearly Revenue: $26 Million

Headquarters: San Francisco, CA

Languages Supported: 5

Integrations: 560

Key Clients: PCG Digital, Savanta, Nimble, AnnexusHealth, Atlanta Eats, BookFuel, Performance Property Advisory


Insightly stands out as a premium real estate-built CRM, meticulously designed for agents, teams, and brokerages. Alongside its core CRM system, it delivers offerings such as Insightly Marketing and Insightly Service.

Moreover, its expansive AppConnect marketplace features over 500 third-party integrations, fostering seamless operation and collaboration.


Insightly Pricing


Insightly Pricing

Plan Name
Subscription Price (Billed Annually)
$29 user/month
$49 user/month
$99 user/month
Insightly Pricing


Insightly’s plans start at only $29 per user/month (paid annually) for a Plus plan, followed by a Professional plan for $49 per user per month (paid annually) and an Enterprise plan for $99 per user per month that is billed yearly as well.


Key Insightly Features

In the dynamic real estate industry, Insightly serves as a robust CRM, equipped with productivity-boosting tools. It provides features such as bulk emailing, mass record updates, Web to Lead capture, and the visual aid of Kanban.

Insightly Features Scorecard Ascendix

Insightly Features Scorecard

Furthermore, it incorporates customizable sales processes, automated social profile enrichment, and lead assignment to nurture leads effectively.


Insightly’s Pros and Cons


Pros and Cons of Insightly

Insightly is very intuitive and easy to use.It is not highly adaptable as other CRMs for real estate.
This real estate CRM has satisfactory native integrations.Insightly is not a good fit for big companies.
This solution offers good tools to manage customers' data in a safe and fast way.Its support is scarce and involves extra fees, offering absolutely no help in the platform's onboarding.
This real estate CRM provides many video tutorials.Insightly doesn't have real estate objects and fields out of the box.
Advantages and Disadvantages of Insightly


12. Realnex


Year of Foundation: 2014

Yearly Revenue: $9 Million

Headquarters: Stafford, TX

Languages Supported: English

Integrations: n/a (5 Native Add-Ons)

Key Clients: Newmark, SVN, Sperry Commercial, Coldwell Banker Commercial, CRESA, CCIM, Lee & Associates


RealNex stands out among top CRM software for realtors, aiding commercial real estate brokers and real estate investors in streamlining the real estate lifecycle.

Alongside products like MarketEdge and RealCampaigns, it empowers individual real estate agents and agencies with enhanced lead generation, sales process facilitation, and effective pipeline management.


Realnex Pricing

RealNex offers an annual plan that will cost you $119 per user/month.


Key Realnex Features

RealNex offers key functionalities tailored for real estate brokers like most real estate CRMs. It includes property tracking, asset management, sales and lease comparisons, event tracking, and comprehensive reports.

Apart from its core CRM capabilities, RealNex has developed additional real estate software like MarketEdge for property showcasing, Transaction Manager – a set of transaction management tools, and RealNex VR to augment the CRM’s core features and four other products.


Realnex Pros and Cons

Here are the most common advantages and disadvantages based on Realnex reviews:


Pros and Cons of Realnex

RealNex is very easy to use for non-tech-savvy brokers.There are a lot of clicks to get one thing done.
It has many options to customize fields.RealNex has complicated reporting.
RealNex is constantly making updates and adding new features.The CRM interface is outdated and not user-friendly.
Advantages and Disadvantages of Realnex


13. ClientLook


Year of Foundation: 2008

Yearly Revenue: $1 Million

Headquarters: Laguna Niguel, CA

Languages Supported: English

Integrations: n/a

Key Clients: Coldwell Banker Commercial, Newmark Cornish & Carey, Van Keuren International, CBRE, SVN, Lee & Associates, NAI Capital


Ranked among the best real estate CRMs, ClientLook is tailored for brokers, leasing agents, real estate teams, owners, and asset managers.

In 2020, it was integrated into Lightbox, a data platform renowned for its analysis and integrated workflows, thereby bolstering its capabilities in managing contacts.


ClientLook Pricing


ClientLook Pricing

Plan Name
Subscription Price
Free for four months. Then - $99/month.
$129 user/month
$89 user/month
ClientLook Pricing


Clientlook is available in three plans: Free, Monthly, and Annual.

However, Free Plan remains free only for four months. Then brokers have to pay $99 per month.

The Monthly Plan will cost $129 per user per month, and the Annual – $89 per user/month.


Key ClientLook Features

As one of the best real estate CRM solutions, ClientLook offers a robust feature set including sale and lease comps tracking, property and listing management, a client collaboration portal, and a virtual assistance service.

Additionally, it seamlessly integrates with platforms like Google, MailChimp, Mandrill, RPR Commercial for REALTORS®, and TheAnalyst® PRO.


ClientLook Pros and Cons

Here are the most common advantages and disadvantages based on ClientLook CRM reviews:


Pros and Cons of ClientLook

ClientLook CRM has a straightforward user interface. The integration with (Office365- Outlook) is cumbersome.
It offers advanced tracking of relationships, including properties, tenants, investors, and assorted stakeholders for a deal.ClientLook is limited in integration and customization capabilities.
Data management and data input are included in the free version. It is difficult to find a specific property based on its geographic location and filter data.
This real estate platform provides no reporting capabilities and no cross-object filtering in an advanced search.
It takes too many clicks to input information and get something basic done.
Advantages and Disadvantages of ClientLook


14. LionDesk


Year of Foundation: 2014

Yearly Revenue: $6.4 Million

Headquarters: San Diego, CA

Languages Supported: English, Spanish

Integrations: 100+

Key Clients: NewAmerican Funding, United Real Estate Los Angeles, TRG, 3DX Real Estate


As one of the best real estate CRMs, LionDesk is trusted by over 165,000 users globally. It provides agents with comprehensive capabilities to manage contacts, automate client communications, and track critical tasks.

The platform encapsulates all the features required for efficient transaction management and streamlined sales pipeline management.


LionDesk Pricing


LionDesk Pricing

Plan Name
Monthly Subscription Price
Annual Subscription Price
CRM Premier
LionDesk Pricing


LionDesk pricing has two options: CRM plan for $39/month ($299 billed annually) and CRM Premier for $139/month ($999 billed annually).


Key LionDesk Features

LionDesk stands as one of the great real estate CRMs, providing real estate companies with robust tools for business optimization.

LionDesk Features Scorecard Ascendix

LionDesk Features Scorecard

Its functionalities encompass transaction management, advanced drip campaigns, prospecting capabilities, property alerts, referral tracking, power dialing, and management of video email & texts.

Additionally, with over 100+ apps, agents can enhance their CRM experience and boost performance.


LionDesk Pros and Cons

Here are the most common advantages and disadvantages based on Clientlook CRM reviews:


Pros and Cons of LionDesk

This real estate broker CRM is easy to use and user-friendly. LionDesk has poor marketing automation tools.
It has good features – price balance. Import of only 255 characters, so the notes from the previous CRM won't let the contact upload.
Steep learning curve.
Advantages and Disadvantages of LionDesk


15. Hubspot


Year of Foundation: 2006

Yearly Revenue: $883 Million

Headquarters: Cambridge, MA

Languages Supported: 11

Integrations: 1,000+ (45 Native Integrations)

Key Clients: Loom, Reddit, Netlify, The Linux Foundation, Momentive, Sound Cloud, Reseller Ratings.


Hubspot is another market leader in CRM for the real estate business. Similar to Salesforce, it offers product groups for sales, service, marketing, and operations needs. It also has its own App Marketplace with over 1,000 third-party apps and Hubspot Academy to dive into sales automation and marketing topics.


Hubspot Real Estate CRM Cost


Hubspot Pricing

Plan Name
Monthly Subscription Price
Annual Subscription Price
$1,781/month for five users
$19,201/year for five users
$$5,000/month for 10 users
$60,000/ year for 10 users
Hubspot Pricing


Hubspot offers a free version with basic sales CRM features and marketing tools for one user.

Professional Plan will cost $1,781/mo ($19,201/yr) for five users.

Enterprise Plan will cost $$5,000/mo ($60,000/yr) for 10 users.


Hubspot Key Features

Even though Hubspot CRM doesn’t offer a pre-built version for real estate agents, its free CRM plan sounds like a good start toolkit for solo realtors. It includes Live Chat, Basic bots, Team email, Customizable quotes, email scheduling & tracking, reporting dashboards, deal pipeline, email templates, contact management, access to 1,100+ apps on App Marketplace, custom properties, and user management.

HubSpot CRM Features Scorecard Ascendix

HubSpot CRM Features Scorecard

With paid plans, you’ll get email open and click notifications, email health reporting, templates, sequences, shared inbox, and meeting scheduling. Also, you can leverage custom user permissions, support form fields, conversation routing, sales forecasting, and playbooks.

Besides that, HubSpot integrates with Gmail, Outlook, Microsoft Exchange, Facebook Messenger, as well as other HubSpot products such as Marketing Hub, Service Hub, CMS Hub, and Operations Hub.


Hubspot Pros and Cons


Pros and Cons of Hubspot

Hubspot makes it easy to find the email and contact details of prospects. 
Hubspot is limited in out-of-the-box features for real estate brokers.
It offers highly detailed tutorials and exercises that make navigating the platform easy.Sales automation with sequencing and reporting leaves much to be desired.
Hubspot enables complete visibility of that contact/lead/customer's journey.It's not scalable enough and thus doesn't suit larger companies.
Many automations in this CRM help with things like marketing campaigns, real-time analytics, and eliminating things like duplicates.Hubspot is lacking in out-of-the-box integrations and team management tools.
Advantages and Disadvantages of Hubspot


16. Zoho CRM


Year of Foundation: 2006

Yearly Revenue: $2 Billion

Headquarters: Bavaria, Germany

Languages Supported: 28

Integrations: 28 (12 Native Add-Ons)

Key Clients: Gralund, Colive, Keller Williams, P3 Logistic Parks


Zoho CRM is another best CRM for real estate on the list. It is a cloud-based, integrated customer relationship lifecycle management solution that serves the needs of realties of various sizes and types.


Zoho CRM Pricing

There are two types of Zoho CRM subscriptions: monthly and yearly.


Zoho CRM Pricing

Plan Name
Monthly Subscription Price
Annual Subscription Price
$22 user/month
15 user/ month
$39 user/ month
$25 user/ month
$55 user /month
$43 user/ month
$72 user/ month
$57 user/ month
Zoho CRM Pricing


Key Zoho CRM Features

Zoho CRM is a powerful real estate CRM that has all the key features to enable effective agent performance, their sales operations with automated sales funnels, lead distribution, pipeline management, document management, workflow automation, task management, reporting & analytics, sales forecasting, invoices and billing management.

Zoho CRM Features Scorecard Ascendix

Zoho CRM Features Scorecard

On top of this, Zoho CRM can integrate with 500+ business apps.


Zoho CRM Pros and Cons


Pros and Cons of Zoho CRM

It has a clean design with advanced, lead generation services, client management, lead routing and tracking.Might be pricey for corporates.
Zoho CRM has a large number of multi-purpose dashboards.Email integration with Zoho CRM can be difficult.
It offers custom reporting features that are efficient and easy to implement.Zoho CRM lacks documentation on tuning the CRM system for realtors.
Advantages and Disadvantages of Zoho CRM



17. Wise Agent


Year of Foundation: 2001

Yearly Revenue: $18 Million

Headquarters: Fountain Hills, AZ

Languages Supported: English

Integrations: 100+

Key Clients: Sotheby’s International Realty, Coldwell Banker, Keller Williams Realty, Berkshire Hathaway Home Services, Re-Max, Windemere Real Estate


Wise Agent is another market leader in CRM software for real estate agents. It offers advanced features for real estate lead generation, transaction management, and sales process automation. With Wise Agent CRM, brokers can streamline lead management, manage tasks, and nurture leads.


Wise Agent Pricing


Wise Agent Pricing

Plan Name
Subscription Price
$32/ month (up to 5 users)
$326/ year (up to 5 users
Wise Agent Pricing


Wise Agent offers two fixed pricing options: a $32 per month (up to 5 users) plan and a $326 per year (up to 5 users) plan. In addition, the company has a custom Enterprise Plan, which can be negotiated during the meeting with The Wise Agent consultant.


Key Wise Agent Features

As one of the popular CRM for realties, Wise Agent CRM has a wide range of tools within the system such as listing management, property tracking, client/property matching, property alerts, Lockbox tracking (codes, locations, serial numbers), social media management enhancements, various transaction management tools, interaction & referral tracking.

Wise Agent integrates with 70+ apps such as MailChimp, DocuSign, Evernote, Zapier etc.


Wise Agent Pros and Cons


Pros and Cons of Wise Agent CRM

This real estate CRM is easy to use and navigate.The closing tracking feature is a bit cumbersome.
Wise Agent offers an extensive user training base with lots of how-to videos. Designing and configuration of templates are not user-friendly.
It enables real estate professionals to keeping in touch with clients and generate leads through drip campaigns.
Advantages and Disadvantages of Wise Agent CRM

What Should a Real Estate Agent Look For in a CRM?

Choosing the best CRM for real estate agents requires time, effort, and dedication. Whether you’re a newbie or a mature real estate agent, you may get lost in things you need to look for in a CRM.

To make your searching easier, we’ve created a list of key factors to consider when looking for a real estate CRM platform:

  • Ease of use
  • Level of customization
  • Reporting functionality
  • Ability to track commission and transactions
  • Level of scalability
  • Document management
  • Complexity of data import/export
  • Contact & lead management functionality
  • Deal tracking & management
  • Integration with other software
  • Variety and quality of communication tools real estate CRM offers
  • Mobile access

In addition to these key factors, real estate agents may also want to consider the following when choosing a CRM:

  • Price: Real estate CRM software can range in price from a few dollars/month to hundreds of dollars/month. It is important to choose a CRM that fits your budget and your needs.
  • Support: The best real estate CRM should offer for realtors good and timely customer support accessible withing a few minutes.
  • Security: The CRM should have strong security features to protect your data.

Once you have considered all of these factors, you can start to narrow down your choices and choose the CRM that is right for you.

Here are some additional tips for choosing a CRM for real estate:

  • Read reviews: Read reviews of different CRM software products from other real estate agents on AppExchange, G2, Capterra, etc.
  • Try out demos: Most real estate CRM software companies offer free demos. This is a great way to try out the software and see if it is right for you before you commit to a paid plan.
  • Ask questions: Don’t be afraid to ask questions about the real estate CRM you are considering. This will help you ensure that the software has the proper features and functionality that suit your real estate business well.

By following these tips, you can choose a CRM that will help you to improve your business and become more successful.

The Bottom Line

Choosing the best CRM for real estate agents starts with thorough research and careful consideration. Here are essential steps for real estate agents:

  • Weigh the pros and cons before making a decision; haste can lead to missed details.
  • Seek a balance between price and quality. Low prices should prompt a deeper evaluation of the key features offered.
  • Opt for real estate CRM providers with dependable customer support extending beyond the implementation stage.

At Ascendix, we merge superior, adaptable AscendixRE CRM capabilities with profound real estate expertise and unparalleled customer service. Our seasoned CRM consultants are well positioned to guide you through every phase like:

Share your challenges with us, and we guarantee to craft the perfect CRM solution tailored to your needs. Request a demo and experience the difference with AscendixRE CRM today!

Win more real estate deals with AscendixRE CRM

Track calls and emails with ease while automating property listing, marketing emails and client reporting. Get AscendixRE demo.

Real Estate CRM FAQ

What is the Best CRM for Estate Agents?

Based on the 6,000+ reviews analysis on independent platforms on G2, Capterra, and Technology Advice, the most popular real estate CRM are AscendixRE CRM, Pipedrive, Wise Agent, Insigntly, and Follow Up Boss.

What is the Best CRM for Realtors?

There thousands of CRM software available on the market, however, we’d allocate the following:

  • AscendixRE
  • Salesforce
  • Microsoft Dynamics 365
  • BoomTown
  • FollowUp Boss
  • Inside Real Estate
  • Apto
  • Freshworks CRM
  • Pipedrive
  • LionDesk
  • HubSpot
  • ZohoCRM
  • Wise Agent

How Do I Choose a Real Estate CRM?

There are 5 main points you need to consider when you choose a real estate CRM: pricing structures, out-of-the-box features, customizability, native integrations, and support options. But if you have difficulties with selecting the right solution, you can use CRM consulting services.

Which Type of Software is a CRM System for a Real Estate Agency?

A CRM system for a real estate agency is specialized Customer Relationship Management software. It aids in managing client interactions, streamlining sales, automating marketing, and improving customer service, specifically tailored for the real estate sector to enhance lead tracking, data organization, and communication.


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Yeshwanth G

I happened to come across your article on 8 Best CRM For Real Estate and found that to be a really good read.

Jen K

A very insightful comparison of the best CRM for real estate, thank you!

Fatema Ujjainwala

An outstanding real estate CRM! User-friendly, seamless integration, and powerful features optimize lead management, improve customer relationships, and boost industry efficiency.

Anzhelika Serhiienko

Thank you for taking the time to share your experience.

We’re delighted to hear that you find the real estate CRM to be outstanding.

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