07/17/2025 | News release | Distributed by Public on 07/17/2025 10:55
CRM software from startup to enterprise.
Get Free CRMUpdated: 07/17/25
Managing relationships in real estate is more than just remembering names and dates - it's about nurturing trust through every stage of the buying or selling journey. However, with high volumes of leads, complex transactions, and long sales cycles, real estate businesses' CRM needs are uniquely demanding.
Real estate professionals rely heavily on innovative tools to manage their growing networks and workflows to stay organized and competitive. Customer Relationship Management (CRM) software plays a crucial role by streamlining communication, prioritizing follow-ups, and offering clear visibility into the sales pipeline - all of which contribute to closing deals more efficiently. According to the National Association of Realtors (NAR) 2024 Technology Survey, CRMs were among the top three tech tools that gave respondents (or their agents) the highest-quality leads in the last year.
In this article, we'll break down the best CRM software for real estate businesses, complete with a comparison table, feature-by-feature analysis, and a how-to guide for choosing the right system for your team. Whether you're a solo agent or running a large brokerage, you'll find options that match your workflow and growth goals.
And yes, HubSpot is among the trusted CRMs real estate companies use to streamline operations and scale their client relationships efficiently.
Table of Contents
Free CRM Software & Tools for Your Whole Team
A CRM for real estate is a software tool designed to help agents, brokers, and firms manage client relationships, property listings, and sales workflows more efficiently. It centralizes communications, tracks leads through the buying or selling process, and automates follow-ups - all tailored to the unique pace and complexity of the real estate industry.
CRM |
Best For |
Key Features |
Pricing |
Free Trial |
HubSpot |
Growing real estate teams seeking an all-in-one solution |
Integrated marketing, sales & service hubs Customizable deal pipelines Email tracking & templates Meeting scheduler Lead scoring & automation Mobile app Website integration |
Free: $0 Starter: $9/month/seat Starter Customer Platform: $9/month/seat Sales Hub Professional: $90/month/seat |
Yes, 14 days |
Follow Up Boss |
Teams focused on lead response and conversion |
Automatic lead distribution Text & email from one inbox Lead source tracking Action plans & workflows Call recording Integration with lead sources |
Grow: $58/user/month (two free months included) Pro: $416/user/month (includes 10 users, additional users can be added at $41/month, two free months included) Platform: $833/user/month (includes 30 users, additional users can be added at $17/month, two free months included) |
Yes, 14 days |
Property Matrix |
Luxury real estate & international markets |
IDX website integration Multi-language support Commission tracking Marketing center Transaction management MLS integration |
Custom pricing only (must request a demo for price quote information; see here) |
Yes, 14 days |
Monday.com |
Teams wanting lead generation and CRM capabilities combined |
Built-in lead generation tools AI-powered lead scoring Behavioral automation Smart campaigns Custom-branded apps Open house tools |
Free CRM: $0/user/month (maximum two users) Basic CRM: $9/user/month Standard CRM: $12/user/month Pro CRM: $19/user/month Enterprise: Custom pricing only (must request a demo for price quote information; see here) |
No, demo scheduling required |
Real Geeks |
Budget-conscious agents and small teams |
Video email & texting Drip campaigns Transaction management Lead distribution Power dialer AI assistant |
Establish: $399/month (includes $250 sign-up fee) Grow: $699/month (includes $250 sign-up fee) Expand: $1,199/month (includes $500 sign-up fee) Conquer: $1,799/month (includes $500 sign-up fee) |
Yes, 14 days |
In real estate, staying organized while juggling multiple clients, properties, and transactions can feel overwhelming, but the right CRM makes all the difference. Modern real estate CRMs are explicitly designed for how agents work today, with features like mobile apps for updating notes during showings, automated follow-ups that nurture leads over months, and visual pipelines that track each deal from first contact to closing.
Below, I've covered the features and benefits that help real estate professionals save time, close more deals, and deliver exceptional client experiences. Take a look:
Source
Best for: Growing real estate teams looking to scale operations while maintaining personalized client relationships through integrated marketing and sales tools.
Source
Best for: High-volume real estate teams focused on rapid lead response times and converting online leads into clients.
Source
Best for: Established real estate agencies and property management companies needing comprehensive transaction tracking and trust management capabilities.
Source
Best for: Real estate teams seeking a highly visual, customizable platform that adapts to unique workflows and scales from solo agents to large brokerages.
(Annual price based on team size)
Source
Best for: Growth-focused real estate teams wanting a complete lead generation ecosystem with built-in IDX websites, landing pages, and Facebook advertising tools.
For a 12-month term:
Free CRM Software & Tools for Your Whole Team
Real estate agents waste hours coordinating property showings, often double-booking themselves or missing appointments due to calendar conflicts across multiple properties and clients.
HubSpot's meeting scheduler and calendar sync integrates directly with Google Calendar and Outlook, allowing clients to self-book property tours based on real-time availability. Agents can set buffer times between showings, block out personal time, and automatically send confirmation emails with property details. This turns a chaotic scheduling process into an automated system that respects agent and client time.
Not all real estate leads are equal. Some are ready to buy today, while others are just browsing. Agents waste time on tire-kickers without proper organization, while hot prospects go cold.
HubSpot's list segmentation and lead scoring automatically organize contacts based on engagement level, property preferences, and timeline. Create dynamic lists like "Viewed 5+ properties in the last week" or "Downloaded mortgage calculator," then trigger targeted campaigns to these high-intent segments. This precision targeting helps agents focus on prospects most likely to transact while nurturing others until they're ready.
Real estate deals die in the follow-up phase. Agents juggle dozens of active prospects while managing current transactions, inevitably neglecting timely communication. However, HubSpot's sequences and workflow automation create fail-safe follow-up systems that run automatically. Set up sequences that send listing updates on day 1, schedule a call on day 3, and share market reports on day 7 - all personalized and timed perfectly.
When prospects engage, workflows can alert agents, assign tasks, or move deals to the next pipeline stage, ensuring consistent communication throughout the lengthy real estate cycle.
Brokers often discover problems too late - an agent's conversion rate drops, a lead source stops performing, or deals stall in the pipeline - because they lack real-time visibility.
HubSpot's customizable dashboards and automated reporting provide instant insights into critical metrics like average days on market, lead-to-showing conversion rates, and source ROI. Set up automated weekly reports showing each agent's activities, pipeline value, and closed deals. With mobile access to these dashboards, brokers can spot trends immediately and coach agents before minor issues become major problems.
Real estate happens in the field - at showings, open houses, and listing appointments - yet agents often can't access critical information when they need it most.
HubSpot's mobile CRM app provides full database access from any smartphone, letting agents update contact records during showings, log property feedback immediately, and access client history while standing in a home. This constant connectivity means agents capture critical details in the moment rather than relying on memory or notes that get lost between car seats.
Before evaluating any CRM, document your current real estate processes from lead capture to closing. Track how leads enter your system (website, portals, referrals), follow your communication touchpoints (initial contact, property tours, offers), and note transaction milestones (inspections, appraisals, closing).
Additionally, identify pain points like missed follow-ups, lost leads, or scheduling conflicts. This exercise reveals which CRM features will actually impact your business. For example, if you're losing Zillow leads due to slow response times, prioritize CRMs with instant lead routing and mobile notifications.
Create a prioritized feature list based on your workflow mapping, distinguishing "must-haves" from "nice-to-haves." Essential real estate CRM features typically include:
Also consider integration requirements (i.e., does the CRM connect with your MLS, transaction management software, or accounting tools?). Rank these features by impact on your daily operations to avoid paying for unnecessary bells and whistles.
Ultimately, the best CRM is one that your team uses. Schedule demos with your top choices and have agents test drive each platform with real scenarios - entering a new lead at an open house, scheduling property tours, or updating deal stages.
Evaluate the learning curve, mobile app usability, and intuitive interface. Consider your team's tech comfort level; while power users might appreciate complex features, most agents need simplicity. Pay attention to:
These factors determine long-term adoption success.
Calculate total ownership costs beyond the advertised per-user pricing. Factor in:
Model costs for your team size, plus projected growth - some CRMs have steep price jumps at certain user thresholds.
Include potential add-ons like marketing tools, advanced reporting, or API access you might need later. Compare this against your average commission per deal to ensure ROI makes sense.
Also, here's a pro tip: the cheapest option isn't always the most cost-effective if it lacks features that help close more deals.
Select a CRM that grows with your business rather than forcing you to switch systems later.
HubSpot exemplifies this flexibility, starting with a robust free tier for solo agents and scaling to enterprise features for large brokerages. The platform adapts to various real estate models - residential sales, commercial leasing, and property management - through customizable pipelines and properties.
Moreover, eXp Realty consolidated 100+ Google Group emails into one system using HubSpot's Service Hub. HubSpot's extensive integration ecosystem, regular feature updates, and unified marketing-sales-service platform ensure you (and your team) won't outgrow the system as your real estate business evolves.
The best CRM for real estate depends on your specific needs, but HubSpot consistently ranks as a top choice due to its scalability and comprehensive feature set. For growing teams seeking an all-in-one solution, HubSpot offers the perfect balance of contact management, marketing automation, and sales tools.
Moreover, HubSpot's free tier makes it accessible for solo agents, while its advanced features support large brokerages. The platform's extensive integration ecosystem, mobile app, and customizable pipelines adapt to any real estate workflow, making HubSpot the most versatile option for teams planning long-term growth.
Essential real estate CRM features include mobile access for property showings, customizable pipelines for different transaction types, and automated follow-up sequences for long sales cycles. Be sure to look for:
HubSpot delivers all these capabilities through its mobile app with offline sync, custom deal stages for buyers vs. sellers, and workflow automation for nurturing leads. Additional must-haves include:
All of these tools are available via HubSpot. The key is finding a CRM that handles both relationship management and transaction coordination, which HubSpot achieves through its unified database and automation tools.
Yes, HubSpot is excellent for real estate businesses of all sizes. While not exclusively built for real estate, HubSpot's flexibility allows teams to customize it perfectly for property sales workflows.
Real estate professionals value HubSpot's free CRM tier for getting started, robust mobile app for field work, and marketing hub for generating leads through property landing pages. The platform handles complex real estate needs through custom properties (for tracking commission splits, property details), multiple pipelines (residential vs. commercial), and automated sequences for long-term lead nurturing.
Additionally, HubSpot's integration capabilities connect with real estate tools like Zillow and DocuSign, while its reporting features help brokers track agent performance and ROI. Many top-performing real estate teams choose HubSpot because it can scale from a solo agent to a multi-office brokerage.
Real estate CRM pricing varies widely per user (typically, on a monthly or annual basis), with most professional solutions averaging $50 to $100 per user. HubSpot offers exceptional value with its free CRM tier, including contact management, deals, and basic features for unlimited users - perfect for agents testing CRM benefits.
When calculating ROI, consider that HubSpot's automation and lead-nurturing features typically help agents close 1 to 2 additional deals annually, easily justifying the investment. Many teams start with HubSpot's free tier and upgrade only when they need advanced features, making it the most budget-friendly path to CRM adoption.
In an industry where timing is everything and relationships drive success, real estate professionals need a CRM that keeps pace with their fast-moving, field-based work. HubSpot delivers the perfect blend of powerful automation and intuitive mobile access that today's agents demand, from instantly capturing online leads to managing complex transactions across multiple properties.
North America Home Finance (NAHF) transformed its real estate investment operations using HubSpot, achieving remarkable results. Using HubSpot's unified platform, NAHF grew from $200,000 to $62,000,000 in assets under management within one year.
Plus, thanks to HubSpot's tracking and nurturing capabilities, the company dramatically improved its lead conversion, with 5,000 of its 13,000 total leads progressing through its sales lifecycle.
Ready to see how HubSpot can transform your real estate business? Get started with HubSpot's free CRM today or schedule a personalized demo to explore advanced features.
Free CRM Software & Tools for Your Whole Team