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

March 1, 2023
20 min

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 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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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.


Best CRM for Real Estate Pricing and Rating Comparison

CRM Name
Rating (Max. 5)
Starting Price
$25 user/month

$45 user/month

$129 user/ month

$10 user/month


$15 user/month

$14.90 user/month
Rethink CRM
$120 user/month

$29 user/month

$99 user/month
$99 user/month

$21 user/month
Zoho CRM
$20 user/month
Wise Agent
$32/ 5 users/month
Dynamics 365
$65 user/month
Best CRM for Real Estate Comparison Chart


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).

Looking for a CRM laser-focused on real estate?

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


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


Real Estate CRM Pros and Cons and Which is Best | Ascendix


1. Salesforce


Year of Foundation: 1999

Yearly Revenue: $7.72 Billion

Headquarters: San Francisco, CA

Average Rating: 4.4/ 5

Languages Supported: 120

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


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


Pros and Cons of Salesforce CRM for Real Estate

Granular interface customization.

Because of complete reliance on the Salesforce database, you have less control over CRM upgrades and planned downtimes.
Access to 4,000 third-party applications 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.
Advantages and Disadvantages of Salesforce CRM for Real Estate


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


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.


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


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.

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.


2. Hubspot


Year of Foundation: 2006

Yearly Revenue: $883 Million

Headquarters: Cambridge, MA

Average Rating: 4.4/5

Languages Supported: 11

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


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


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. Not scalable enough thus doesn’t suit larger companies.
Many automation in this CRM help with things like campaigns, real-time analytics, and eliminating things like duplicates. Hubspot is lacking in out-of-the-box integrations.
Advantages and Disadvantages of Hubspot


3. Apto


Year of Foundation: 2012

Yearly Revenue: $72.3 Million

Headquarters: Denver, CO

Average Rating: 4.3/5

Languages Supported: English

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


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.


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.Apto was acquired by Buildout and the most valuable features, such as stacking plans, are available only in the bundled version, which results in higher total pricing.
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. Apto requires too many clicks to do something as simple as inputting data making it look like a kind of antique rather than a modern technology solution. 
The Apto maps feature is dated and does not always work as it should.
Advantages and Disadvantages of Apto


4. Apptivo


Year of Foundation: 2009

Yearly Revenue: $9.6 Million

Headquarters: Fremont, CA

Average Rating: 4.3/ 5

Languages Supported: English

Key Clients: Sodexo, Vonage, BIO-G, Zeltiq, Rand Technology, FCS Group, Exult


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


Pros and Cons of Apptivo

Easy to navigate and utilize. Some features are difficult to customize.
Customizable settings. Limited integration with third-party tools.
Apptivo offers reasonable pricing for features and functions. Infrequent software updates.
Advantages and Disadvantages of Apptivo


5. Freshsales


Year of Foundation: 2010

Yearly Revenue: $100 Million

Headquarters: San Mateo, CA

Average Rating: 4.3/5

Languages Supported: 34

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


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


Pros and Cons of Freshsales

Freshsales offers affordable pricing options. Freshsales implementation is a multi-step and effort-intensive process.
It has attractive graphics and visual reports.No integration options with third-party tools.
It's easy to navigate the system. No ability to export contacts or create a marketing list.
Advantages and Disadvantages of Freshsales


6. Pipedrive


Year of Foundation: 2010

Yearly Revenue: $126 Million

Headquarters: New York City, NY

Average Rating: 4.2/ 5

Languages Supported: 10

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


Pipedrive Pricing


The most affordable Pipedrive PlanEssential 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


Pros and Cons of Pipedrive

The ease of use and granular customizability. The straightforward features in the CRM are blocked off from the lowest price plan.
Powerful file exporting features. Pipedrive has limited automation features.
Graphic representation of the lead management process.It is freezing when processing large volumes of data.
Pipedrive has limited API and integration capabilities.
Advantages and Disadvantages of Pipedrive


7. Rethink CRM


Year of Foundation: 2007

Yearly Revenue: $2.9 Million

Headquarters: Austin, TX

Average Rating: 4.1/5

Languages Supported: 9

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


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:


Pros and Cons of Rethink CRM

Rethink CRM enables seeing all conversations and interactions with each client and have them all in one location. Similarly 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


8. Insightly


Year of Foundation: 2012

Yearly Revenue: $26 Million

Headquarters: San Francisco, CA

Average Rating: 4.1/5

Languages Supported: 5

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


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


Pros and Cons of Insightly

Insightly is very intuitive and easy to use. It is not highly adaptable as other CRMs for real estate.
It has satisfactory native integrations. Insightly is not a good fit for big companies.
This CRM 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.
It provides many video tutorials. Insightly doesn't have real estate objects and fields out of the box.
Advantages and Disadvantages of Insightly


9. Realnex


Year of Foundation: 2014

Yearly Revenue: $9 Million

Headquarters: Stafford, TX

Average Rating: 4.0/5

Languages Supported: English

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

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:


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


10. ClientLook


Year of Foundation: 2008

Yearly Revenue: $1 Million

Headquarters: Laguna Niguel, CA

Average Rating: 4.0/5

Languages Supported: English

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


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:


Pros and Cons of ClientLook

Straightforward interface. The integration with (Office365- Outlook) is cumbersome.
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.
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


11. LionDesk


Year of Foundation: 2014

Yearly Revenue: $6.4 Million

Headquarters: San Diego, CA

Average Rating: 4.0/5

Languages Supported: English, Spanish

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


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:


Pros and Cons of LionDesk

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


12. Zoho CRM


Year of Foundation: 2006

Yearly Revenue: $2 Billion

Headquarters: Bavaria, Germany

Average Rating: 4.0/5

Languages Supported: 28

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


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


Pros and Cons of Zoho CRM

It has a clean design with advanced CRM functuonality behind the scenes. Might be pricey for corporates.
Zoho CRM has a large number of multi-purpose dashboards. Email integration 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


13. Wise Agent


Year of Foundation: 2001

Yearly Revenue: $18 Million

Headquarters: Fountain Hills, AZ

Average Rating: 4.0/5

Languages Supported: English

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


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


Pros and Cons of Wise Agent CRM

This real estate CRM is easy to use and navigate. The users’ opinion is not taken into account when producing new updates and releases.
Wise Agent offers an extensive user training base with lots of how-to videos.  The closing tracking feature is a bit cumbersome.
It enables keeping in touch with clients and leads through drip campaigns. Designing and configuration of templates are not user friendly.
Advantages and Disadvantages of Wise Agent CRM


14. Dynamics 365


Year of Foundation: 2016

Yearly Revenue: $1.5 Billion

Headquarters: Redmond, WA

Average Rating: 3.8/5

Languages Supported: 100+

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.


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


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 for real estate agents, 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.


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!

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 most popular real estate CRM?

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.

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.

Do real estate agents use CRM?

Over 60% of real estate agents who earn around $100,000+/year use CRM solutions daily.


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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!

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