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10 Best CRM for Real Estate in 2023

16 min read
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Realtors must juggle a ton of information about their clients, leads, and other key stakeholders. Customer relationship management (CRM) platforms can organize your client and lead details so you can focus on selling more properties.

In this guide, we've lined up the best CRM for real estate agents and businesses. Plus, we highlight their pros and cons so you can choose a CRM that fits your needs best.

First, here are five key takeaways you must know about CRM for real estate:

  • Customer relationship management (CRM) software is a robust system that helps real estate businesses manage relationships and interactions with existing and potential clients.
  • CRM software supports various aspects of relationship management, from lead tracking and property listing management to transaction tracking and reporting.
  • CRM software for real estate professionals also simplifies the management of client information, data from marketing campaigns, and agent or broker performance.
  • When choosing the best CRM software for real estate, you should consider whether the software aligns with your business needs. You should also ensure it has a user-friendly interface and that it allows for third-party platform integration.
  • Some of the best CRM options for real estate are FiveCRM, Liondesk, Propertybase, Wise Agent, Pipedrive, Follow Up Boss, Buildout, Real Geeks, Streak, and LeadSquared.

Table of Contents:

What is CRM Software for Real Estate?


What Is CRM Software for Real Estate?

Customer relationship management (CRM) software is a technology tool real estate firms use to manage huge amounts of data about their network contacts, including clients, buyers, sellers, investors, and other stakeholders.

CRM for real estate covers various aspects of B2B lead generation and relationship management—things like lead tracking, property listing management, client communication, transaction tracking, and reporting. It's crucial for enhancing operations, streamlining external communication, and effectively engaging with stakeholders.

Top-notch CRM software may also offer specialized features that allow integration with other platforms for managing workflows, internal communications, and marketing campaigns.

How to Evaluate CRM Software for Real Estate

You have many options to choose from when it comes to selecting CRM software. However, you must choose the right software for your specific needs. Here are some essential factors to consider as you shop around.


Look for functionalities that align with your needs. Features like lead generation and management, client communication tools, property listing management, data analytics, and reporting capabilities can support your business operations effectively.

User-Friendly System and Interface

The user-friendliness of CRM software is crucial, as it directly impacts the efficiency and productivity of agents and brokers. An intuitive and easy-to-navigate interface enables users to maximize the full potential of the CRM system, manage client relationships effectively, streamline operations, and ultimately drive business growth.


How well the CRM integrates with other tools, such as your website, email marketing software, or other systems, enhances efficiency and ensures a smooth flow of information and operations across platforms.

1. FiveCRM


Rating: 4.4/5.0 (G2)

Key Features:

  • Customization: FiveCRM offers complete customization, allowing you to tailor the workflows to fit your business needs.
  • Intelligent automation features: FiveCRM automates tedious and repetitive tasks such as data entry so you can focus on selling and serving your clients.
  • Responsive analytics: FiveCRM allows you to track key metrics such as client preferences, buying behavior, and engagement patterns.
  • Built-in marketing tools: With FiveCRM’s automated and flexible email marketing feature, you can expand your market reach and create meaningful engagements with clients, both potential and existing.

Tailored to meet the industry's unique needs, FiveCRM offers a wide range of benefits that can positively transform your real estate operations. You can establish a solid client base through effective lead generation, monitoring, and engagement.

Lead generation features include advanced scoring and capture, live updates associated with a lead's engagement, and beyond. Plus, customizable, real-time reports support data-driven decision-making, offering valuable data insights.

FiveCRM's enhanced telemarketing tools foster better real estate outcomes and increase successful deals. On top of all these capabilities, the platform offers competitive pricing when compared to other options in the market.

2. Liondesk

Liondesk UI

Rating: 3.3/5.0 (G2)

Key Features:

  • Robust contact management: Manage all lead sources, including buyers and sellers. LionDesk offers unlimited tagging capabilities, so you can organize your leads the way you want to.
  • Transaction management: Manage each step of the real estate transaction, from initial contact to property closing, right inside the platform.
  • Automated drip campaigns: With Liondesk, you can quickly send targeted and timely messages and emails to leads and clients to enhance engagement.

LionDesk CRM is a versatile platform designed specifically for real estate businesses and organizations. With its user-friendly interface and advanced features, LionDesk enhances client management and optimizes transaction processes to increase your success.

Additional features include lead distribution, autoresponders, click-to-call functionality, and plenty of third-party integrations with other platforms.

3. Propertybase

Propertybase UI

Rating: 2.7/5.0 (G2)

Key Features:

  • Automated marketing campaigns: The platform's automated email marketing and drip campaigns enhance lead generation and client engagement.
  • Automatic follow-up: Send follow-up emails to leads and clients automatically using branded emails.
  • Listing management capabilities: Propertybase integrates with leading MLS platforms, making it easy to create and post property listings.

Propertybase is a comprehensive real estate platform with distinct modules to streamline every aspect of your business. Thoughtfully designed tools help you manage relationships, showcase your expertise, and foster meaningful client interactions, elevating your business to new heights.

Propertybase offers two options, including Propertybase Go and the Salesforce Edition. The Salesforce option is completely customizable to fit your specific needs, while Go is ready to streamline operations right out of the box.

4. Wise Agent

Wise Agent UI

Rating: 3.6/5.0 (G2)

Key Features:

  • Contact management: Organize and manage client information effectively and efficiently with the platform's wide array of contact management tools.
  • Transaction tracking: Streamline real estate transactions with tools for document storage, task tracking, and collaboration.
  • Gmail integration: Automatically sync and import to Gmail and other Google apps.
  • Robust functionality for an affordable price: Wise Agent comes packed with helpful features and functionality at a lower price point.

Wise Agent is a comprehensive all-in-one CRM platform designed specifically for real estate professionals, offering contact management, lead automation, and transaction management tools. It provides customizable templates to track critical dates, tasks, transaction notes, and contacts, ensuring smooth transactions and fostering long-term client relationships.

With features like a power dialer that allows simultaneous calling of up to three contacts, WiseAgent enhances productivity and efficiency, making it a valuable asset for real estate agents and businesses.

5. Pipedrive

Pipedrive UI

Rating: 4.2/5.0 (G2)

Key Features:

  • Enhanced visibility into your sales process: Pipedrive provides a visual and holistic view of the entire sales process, from lead generation to deal closing. You can easily update deals via the drag-and-drop interface.
  • Detailed analytics: The platform offers easy access to sales data using simple dashboards.
  • Visually appealing and customizable interface: Pipedrive's simple and customizable design ensures easy adoption and maximizes usability for teams of all sizes.

Pipedrive is a sales-focused customer relationship management tool with an easy-to-navigate interface and visually appealing design for seamless adoption and efficiency.

With Pipedrive, real estate agents can optimize their processes and spend less time on administrative tasks, allowing them to focus on selling. Additional features include revenue forecasting, comprehensive contact histories, lead segmentation, and more.

6. Follow Up Boss

Follow Up Boss UI

Rating: 4.4/5.0 (G2)

Key Features:

  • Relationship lifecycle management: Follow Up Boss is designed to manage the entire relationship lifecycle, from generating new leads to maintaining past clients. It also enables you to monitor the sales pipeline through simple dashboards to ensure no opportunity is overlooked.
  • Automated follow-up system: The platform enables real estate teams to communicate and follow up faster and more frequently with leads and clients.
  • Integration with third-party applications and platforms: The CRM's seamless integration with social media platforms, Google Suite, and Microsoft applications makes processes flow smoothly.

The Follow Up Boss (FUB) platform centralizes all of your leads in one place and will even pull them from other sources. In fact, FUB offers 250+ integrations with other platforms and apps.

One of FUB's standout capabilities is efficient and robust follow-up management, enabling teams to nurture leads and clients to increase the chances of successful conversion.

7. Buildout

Buildout UI

Rating: 4.4/5.0 (G2)

Key Features:

  • Automated workflows: Buildout offers automated workflows to help you reduce manual tasks.
  • Built-in prospecting tools: The platform features built-in prospecting tools, giving you real-time, property-specific data points with contact information.
  • Customizable and user-friendly: The platform offers easy-to-learn features and functionalities that can be easily customized to accommodate any real estate agency's needs.

Buildout is a solution that simplifies the workflow of brokers and agents who buy, sell, lease, and manage properties. With automated workflows and pre-populated property and owner data, Buildout is an immediate time saver, right out of the box.

Buildout is a full-service solution for real estate companies, offering tools for prospecting, marketing, transacting, and managing.

8. Real Geeks

RealGeeks UI

Rating: 4.5/5.0 (G2)

Key Features:

  • Effective lead generation tools: The Real Geeks platform offers powerful lead generation tools that enable real estate professionals to capture and nurture leads effectively.
  • Advanced marketing features: Advanced marketing features and web visibility help agents and brokers promote their listings and services more effectively.
  • Strong training and support: Real Geeks supports real estate professionals by providing expert training and an easily accessible customer support service.

Real Geeks is a powerful CRM built for real estate agents. Real Geeks allows you to track leads in real time through the Live Feed. Plus, it offers follow-ups and reminders to ensure you never miss an opportunity.

The platform also includes useful features for brokerages with multiple agents or lenders. For example, Real Geeks offers built-in agent/lender lead routing and automatic idle lead reassignment.

9. Streak

Streak UI

Rating: 4.5/5.0 (G2)

Key Features:

  • Gmail integration: Streak is built inside Gmail and integrates seamlessly with all other Google Workspace applications. It allows users to access everything in one place and manage their entire business easily from their inbox.
  • Effortless collaboration: Collaboration among team members is easy with the automated sharing of emails, notes, and call logs, enabling smooth workflow continuity.
  • Email marketing tools: Streak includes powerful email marketing tools such as email tracking, an email scheduler, templates, mail merge capabilities, and sharing options.

Streak is a robust CRM that's fully integrated into Gmail. This offers a convenient way to manage your entire business in one place. Streak also offers a wide range of features for real estate teams, from sales tracking and project management tools to document management and commission calculation tools.

10. LeadSquared

LeadSquared UI

Rating: 4.6/5.0 (G2)

Key Features:

  • Lead filtration and scoring: The platform enables you to quickly identify interested leads through a sophisticated scoring and filtration system, increasing the chances of generating potential revenue.
  • Automated tasks and processes: LeadSquared automatically captures leads from multiple real estate channels, schedules reminders, and sends emails to follow up, maximizing efficiency in every customer interaction throughout the entire sales pipeline.
  • Accurate analytics and reporting: You can easily generate complete and accurate reports with detailed data, including call statistics.

LeadSquared simplifies sales execution by automating various lead generation and sales pipeline phases. Plus, its advanced scoring system identifies potential revenue opportunities. Coupled with accurate analytics, it enables data-driven decision-making, empowering real estate businesses to thrive in a competitive market.

Get FiveCRM to Supercharge Your Real Estate Workflow

From generating new leads and building client relationships to managing complex transactions, FiveCRM can handle it all. Close more deals, streamline your workflows, and scale your business with FiveCRM. To get started, request a demo today!

FAQs: CRM For Real Estate

Q: What is the role of CRM software for real estate?

A: CRM software for real estate organizes client and lead data, supporting agents in their relationship management tasks. It aids in lead tracking, property listing management, transaction tracking, and reporting. This software simplifies the management of client info, marketing campaign data, and agent performance.

Q: What are the benefits of CRM for real estate?

A: CRM for real estate helps in various aspects of relationship management such as lead tracking, property listing management, transaction tracking, and reporting. It simplifies the management of client information, data from marketing campaigns, and agent or broker performance.

Q: What factors should I consider when choosing a CRM for my real estate business?

A: Consider whether the software aligns with your business needs, its user-friendliness, and its ability for third-party platform integration when choosing CRM software for real estate.

Q: What are some of the top CRM software for real estate in 2023?

A: Top CRM software for real estate in 2023 include FiveCRM, Liondesk, Propertybase, Wise Agent, Pipedrive, Follow Up Boss, Buildout, Real Geeks, Streak, and LeadSquared.

Q: How can FiveCRM be beneficial for my real estate business?

A: FiveCRM offers complete customization, intelligent automation, responsive analytics, and built-in marketing tools. It's tailored to the industry's needs, providing effective lead generation, monitoring, and engagement. Advanced reporting supports data-driven decision-making.

Michael King says...

"I can’t think of a time where a client has requested something that we weren’t able to do with FiveCRM. Unlike most systems, it has a lot of flexibility."

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Managing Director, Senior Response


“Each client, and each of their campaigns, has its own unique specifications. We essentially needed to set up mini CRMs on one platform to meet those requirements.”

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Operations Director, Team Telemarketing

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