Best CRM For Real Estate: Detailed Features vs. Pricing Comparison

According to Referme IQ, about 60% of realtors who earn over $100,000/year use a CRM system. And if you want to have a competitive advantage over your rivals, you need to select the best CRM for real estate agents, investors, and agencies from over 1,100 solutions available on market.

We’ve conducted a thorough analysis of 6,000+ reviews on five independent platforms: G2, Capterra, Trust Radius, Technology Advice, and AppExchange as well as information provided on company websites to create this overview of the top CRM for real estate brokers.

What Is CRM for Real Estate?

Real estate CRM software centralizes and integrates all necessary activities and workflows into a consolidated system to automate, analyze, and optimize the sales, marketing, and customer services processes.

CRM systems help brokers to:

• Centralize and organize lead, deal, and contact information
• Consolidate and manage database easily
• Automate workflows and time-consuming routine tasks
• Optimize email marketing automation efforts
• Visualize the realtor’s performance and business operation success
• Integrate with MLS (Multiple Listing Service) and other third-party tools

However, each person involved in the real estate industry, like real estate agents, investors, or mortgage lenders, can find their own benefits of introducing a CRM system into their business.

Best CRM for Real Estate Pricing and Rating Comparison

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

The top-rated CRMs for realtors are Salesforce and Hubspot – 4.4 out of 5. The most expensive ones are Apto and Rethink CRM – $129 and $120 per user/month and the cheapest are Apptivo ($10 user/mo) and Pipedrive ($14.90).

Top 14 Real Estate CRM Software

1. Salesforce
2. Hubspot
3. Apto
4. Apptivo
5. Freshsales
6. Pipedrive
7. Rethink CRM
8. Insightly
9. Realnex
10. ClientLook
11. LionDesk
12. Zoho CRM
13. Wise Agent
14. Dynamics 365

1. Salesforce

For eight years, Salesforce  has been recognized as the #1 CRM platform and has geared 150,000 teams of all sizes, industries, and geographies. With this powerful cloud-based CRM, users get access to a 2 million supporting community of platform fans, industry-specific apps on AppExchange (Salesforce app store), an education portal (Trailhead), unlimited guides, tutorials, and best practices from Salesforce and its consulting partners.

Salesforce Pricing

Real estate brokers can get one of four available Salesforce pricing plans:

• Essentials Edition – for $25 user/mo (paid annually)
• Professional Edition – for $75/user/mo (paid annually)
• Enterprise Edition – for $150/user/mo (paid annually)
• Unlimited Edition – for $300/user/mo (paid annually)

Key Salesforce Features

Realtors can leverage numerous features of Salesforce for real estate such as quote generation, advanced reports and dashboards, asset management, and data analytics. With Salesforce brokers can track key metrics and customer history, generate proposals, use customizable templates of estimations, and automate document creation. Besides that, Salesforce can seamlessly integrate with 20+ Salesforce Clouds and 4,000+ apps available on AppExchange.

Salesforce Pros and Cons

Salesforce doesn’t offer off-the-shelf solutions for smaller niches like Commercial Real Estate, Investment Sales, or Landlord Representation .

If you want a CRM solution that would cater to the industry-specific requirements of your realty, you need to develop custom functionality on top of Salesforce Sales Cloud or purchase pre-built CRM solutions built by industry experts on top of Salesforce, like AscendixRE CRM.

Our product combines the best practices of the Salesforce platform seasoned with custom functionality designed specifically for commercial real estate and investment sales brokers.

AscendixRE is an all-inclusive CRM system with an average 5/5 rating on AppExchange, which doesn’t require development and can be used right from the setup. Additionally, it offers in-built functions with Salesforce license pricing already included.

Just have a quick comparison of the license pricing if you buy just a Salesforce license, buy an AscendixRE license with a Salesforce license already included, and if you subscribe to Salesforce and then to AscendixRE.

With Salesforce as its main gear, AscendixRE offers all the platform’s benefits and minimizes its drawbacks.

On top of that, you can purchase AscendixRE with other pre-built tools for commercial real estate agents already integrated with the platform. Our 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.

Moreover, if you purchase the AscendixRE license, all your questions and issues will be managed by our support team, which is available on-demand. So you don’t have to pay for Premier Salesforce Support and then wait for days to get your question answered, nor don’t you have to “queue” to get proper training on new features.

2. Hubspot

Hubspot is another major player in the CRM market for real estate agents. Similarly 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 and marketing topics.

Hubspot Pricing

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

The first paid version, the Starter Plan for two users, will cost $45/mo ($540/yr), and you have to pay $23/month for every additional user.

Professional Plan will cost $450/mo ($5,400/yr) for five users. Each following user will cost an additional $90/month.

Enterprise Plan will cost $1,200/mo ($14,400/yr) for 10 users. Additional users will cost $120/month per user.

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.

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, and 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

3. Apto

Since January 2022, Apto has become a part of Buildout – a toolkit for commercial real estate property marketing automation. However, it still remains one of the most popular real estate CRM software on the market. Salesforce powers it with the ability to integrate publishing tools and listing via a separate subscription through Buildout.

Apto Pricing

Apto’s subscription starts at $129/per user per month. However, if you want an advanced stacking plan and marketing functionality, you must buy a Buildout license, which comes at an extra $75-$200 depending on a plan, bringing you at a total of $204-$329 user/mo for two products.

Apto Key Features

As a part of the Buildout brand family, Apto’s functionality is more focused on the commercial real estate segment. Its key functionality includes listing management, tenant profiling, commission calculation, basic stacking plans, sales forecasting, and productivity reports. On top of that, you can enhance Apto CRM by integrating email service providers such as Outlook and Buildout software.

Apto Pros and Cons

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

4. Apptivo

Apptivo claims to be used by 200 000 organizations. Although it doesn’t offer an off-the-shelf solution for real estate firms, this CRM can perfectly integrate with email marketing, billing, support, project management, and inventory management software.

Apptivo Pricing

Apptivo is offered in four pricing plans: Lite, Premium, Ultimate, and Enterprise, each paid on a monthly or yearly basis.

• Lite Plan – $10 user/month (billed monthly) – $8 user/mo (billed annually)
• Premium Plan – $15 user/ month (billed monthly) – $12 user/mo (billed annually)
• Ultimate Plan – $25/mo/user (billed monthly). – $20 user/mo (billed annually)
• Enterprise Plan – custom pricing

Apptivo Key Features

As a CRM for salespeople, first and foremost, all Apptivo’s functionality circles around their needs. So, what you’ll find within it are sales target and territory management, advanced sales pipeline visualization, Email to Lead feature, email sequencing, and real-time dashboards. Apptivo also offers out-of-the-box integration with over 30 apps for document management, telephony, and invoicing.

Apptivo Pros & Cons

5. Freshsales

Freshsales is yet another good if not the best CRM for real estate agents serving as a real estate account and contact management system with sales forecasting and automatic lead automation features.

Owned by Freshworks, Freshsales is a part of a larger technology toolkit along with Freshdesk, Freshmarketer, Freshchat, Freshservice, and Freshteam, all smoothly integrating with each other.

Freshsales Pricing

The very basic CRM version of Freshsales CRM you can get for free.

You can purchase a Growth Plan license for $15 user/month (billed annually) or $18 user/month (billed monthly)

Pro Plan - for $39 user/month (billed annually) or $47 (billed monthly).

Enterprise Plan - for $69 (billed yearly) or $83 (billed monthly).

Key Freshsales Features

Freshsales, as it’s implied by the name, powers the sales efforts of agents with the help of building sales sequences, time-based workflows, AI-powered Chatbots and deal insights, customizable web forms, and dynamic sales forecasting. Also, Freshsales offers plug-and-play connections to Gmail, DocuSign, PayPal, Slack, and Outlook.

Follow Up Boss Pros and Cons

6. Pipedrive

Pipedrive Pricing

The most affordable Pipedrive Plan – Essential Plan costs $14.90 user/month (billed annually)

Advanced Plan - $24.90 user/month (billed annually)

Professional Plan - $49.90 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 has an impressive set of features for real estate firms such as client-property matching, geo-targeting, privacy and security management, collaboration, and meeting management, reminders, sales trend analysis, modeling, and simulation.

Besides that, brokers can enrich their sales efforts with advanced prospecting, territory management, call recording and call list management. Pipedrive provides a pool of 300 applications that can perfectly integrate with the core CRM.

Pipedrive Pros and Cons

7. Rethink CRM

Rethink CRM is another real estate CRM that became a part of the Buildout product family in 2020. Similarly to AscendixRE and Apto, Rethink is powered by Salesforce. Additionally, rethink CRM can be connected to publishing tools and listing via an additional subscription through Buildout.

Rethink CRM Pricing

Rethink CRM will cost you $120 per user/mo. If you need more advanced stacking plans and marketing features, you will need to buy a Buildout license for $75-$200, depending on the Plan.

Key Rethink CRM Features

Rethink CRM, as a real estate-oriented software, has a bunch of features to power up a range of real estate processes, such as listing management, tenant profiling, commission calculation, multifamily functionality, searching, mapping, and Lease/ Sale Comp tracking. With a Buildout add-on you can get advanced stacking plans.

Rethink CRM Pros and Cons

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

8. Insightly

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

Insightly is a powerful CRM system with various tools to increase brokers’ productivity such as customizable sales processes, lead assignment, bulk emailing, mass record update, Web to Lead capture and visualizing with Kanban, and automatic social profile enrichment. It also can be synchronized with 2,000+ tools for collaboration, finance and accounting, productivity etc.

Insightly’s Pros and Cons

9. Realnex

RealNex is among the top CRM for real estate brokers that streamline the real estate lifecycle together with its other products: MarketEdge, MarketPlace, Transaction Manager, RealCampaigns, MP Direct & Exchange.

Realnex Pricing

RealNex offers an annual plan that will cost $99 per user/month, a monthly plan with a yearly commitment – $109 per user/month, and a monthly plan without an annual commitment – $119 per user/month.

Key Realnex Features

RealNex has various functionality designed specifically for real estate brokers, such as property tracking, asset management, sales and lease comps, events tracking, reports and dashboards. Besides its core CRM solution, RealNex has developed real estate software such as MarketEdge – a tool for showcasing properties, Transaction Manager – a tour book app, or RealNex VR which can enhance core CRM features.

Realnex Pros and Cons

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

10. ClientLook

Clientlook is another best CRM for real estate brokers, leasing agents, owners, and asset managers. In 2020 it was acquired by Lightbox – a data platform for analysis and integrated workflows – and is powered by its tools as well.

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

ClientLook offers all the essential features that the best real estate CRMs have, as well as sale and lease comps tracking, property and listing tracking, client collaboration portal, and virtual assistance service. Also, Clientlook integrates with Google, MailChimp, Mandrill, RPR Commercial for REALTORS®, TheAnalyst® PRO.

ClientLook Pros and Cons

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

11. LionDesk

LionDesk is one of the best real estate CRM trusted by 165,000 users worldwide. It helps agents organize their contacts, automate client communication, and remind them of important tasks.

LionDesk Pricing

LionDesk pricing starts only at $21 a month.

The basic  Starter Plan can cost $19 user/mo ($250 user /year) if billed annually or $30/mo monthly.

Pro Plan - $42 user/mo ($499 billed annually) or $49 /mo (billed monthly),

Elite Plan - $83 user/mo ($999 billed annually) or $99 if billed monthly.

Key LionDesk Features

LionDesk helps realtors streamline their business operations via transaction management features, enhanced drip campaigns, prospecting tools, property alerts, referral tracking, power dialer, and video email & video texting management. Moreover, you can empower your CRM with 100+ apps.

LionDesk Pros and Cons

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

12. Zoho CRM

Zoho CRM is another CRM for real estate firms 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

Rethink CRM will cost you $120 per user/mo. If you need more advanced stacking plans and marketing features, you will need to buy a Buildout license for $75-$200, depending on the Plan.

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

Monthly plans will cost:

• Standard – $20 user/month
• Professional – $35 user/ month
• Enterprise – $50 user /month
• Ultimate – $65 user/ month

For Yearly plans, you need to pay:

• Standard – $14 user/ month
• Professional – $23 user/ month
• Enterprise – $40 user/ month
• Ultimate – $52 user/ month

Key Zoho CRM Features

Zoho CRM has all the features to enable effective sales operations with automated sales funnels, document management, workflow automation, task management, reporting & analytics, sales forecasting, invoices and billing management. On top of this, Zoho CRM can integrate with 500+ business apps.

Zoho CRM Pros and Cons

13. Wise Agent

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 enhancements, transaction management, interaction & referral tracking. Wise Agent integrates with 70+ apps such as MailChimp, DocuSign, Evernote, Zapier etc.

Wise Agent Pros and Cons

14. Dynamics 365

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.

Dynamics 365 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

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

The core Dynamics 365 Sales capabilities include lead nurturing, sales forecasts, playbooks, sales accelerator, conversation intelligence, marketing campaigns set up and tracking, predictive lead and opportunity scoring, and AI-guided selling.

As a part of the Microsoft family, Dynamics 365 allows smooth integration with other Microsoft products such as MS Office or MS team and bundling with other Dynamics 365 product groups.

However, there is no off-the-shelf solution for real estate agents; the flexibility of Dynamics 365 allows adapt it to their needs. There are many Microsoft consulting partners like Ascendix  specializing in configuring, customizing, and custom developing the Microsoft platform.

Moreover, the Microsoft AppSource app marketplace offers over a thousand apps purpose-built for niche industries like commercial real estate.

Dynamics 365 Pros and Cons

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

The Bottom Line

Your digital success starts with selecting the right real estate CRM vendor and choosing the best technology option. For this, you should conduct thorough research, which obviously is not an overnight process. The very essential checklist you should always be guided with is:

• Check CRM vendors’ reviews on independent platforms from verified reviewers and ask for clients’ references.
• Take your time to make a decision and evaluate all pros and cons carefully.
• Look for the best price-quality balance. Remember that every feature has its price, and if you find a provider offering a price below the average, it should be a sign for you to dig deeper.
• Search for CRM providers that have reliable customer support and offer their help even at the post-implementation stage.

All this is in place with AscendixRE. It combines top-notch flexible CRM features, in-depth real estate expertise, and excellent customer support.

Our experienced CRM consultants are ready to help you with all stages of CRM implementation, migration, and optimization. Just tell us about your challenges, and we’ll definitely find the best technology solution!