12 Best CRM for Real Estate Brokers in 2025

In the hyper-competitive real estate market of 2025, a simple digital rolodex is no longer sufficient for success. Modern brokerages require a sophisticated command center to manage agent performance, intelligently distribute leads, and automate client follow-up across the entire sales pipeline. Choosing the best CRM for real estate brokers is a critical decision that directly impacts scalability, agent retention, and ultimately, profitability. A generic CRM simply cannot handle the unique complexities of property transactions, team structures, and the long-term nature of client relationships inherent to the industry.

This guide moves beyond surface-level marketing claims to provide a comprehensive analysis of the top 12 platforms designed specifically for real estate teams and brokerages. We will dissect each solution, focusing on the practical features, AI-powered integrations, and strategic considerations that matter most to brokerage owners and team leaders. True growth in 2025 demands more than just contact management; it requires integrated CRM and sales automation to drive revenue with smart pipelines.

Here, you'll find an in-depth review of each tool, complete with screenshots, direct links, and honest assessments of their pros and cons. We'll explore specific use cases, from complex lead routing rules and automated nurturing sequences to robust agent performance dashboards and transaction management workflows. Our goal is to equip you with the detailed insights needed to select a platform that not only organizes your data but actively accelerates your brokerage's growth.

1. Tab Tab Labs | AI Automation Agency

Best For: Brokerages seeking a strategic partner for CRM automation and AI integration.

Tab Tab Labs isn't a traditional CRM platform; instead, it's a specialized AI automation agency and resource hub designed to supercharge the systems brokers already use. It serves as an essential strategic layer for firms looking to move beyond off-the-shelf software and build a truly custom, high-performance technology stack. The platform closes the critical gap between discovering powerful AI tools and successfully implementing them into a cohesive workflow, making it an invaluable resource for finding the best CRM for real estate brokers that aligns with advanced automation.

What sets Tab Tab Labs apart is its dual-offering model. It combines a curated directory of the latest AI tools with a hands-on agency that designs and deploys custom-built automations. This means a brokerage owner can identify a cutting-edge lead nurturing tool through the platform's newsletter and then hire the agency to seamlessly integrate it with their existing CRM, like Follow Up Boss or Salesforce.

Key Strengths & Use Cases

The agency’s core strength lies in its ability to map a brokerage’s specific operational needs to a tailored technology solution. Rather than forcing a team into a one-size-fits-all CRM, they analyze existing processes and build AI-driven workflows that enhance efficiency and scale marketing efforts.

Practical Use Cases:

• Automated Lead Qualification: Build a workflow where incoming Zillow leads are automatically enriched with property data, scored by an AI model, and assigned to the right agent based on location and expertise.
• Content Generation Engine: Integrate a CRM with AI writing tools to automatically generate property descriptions, social media posts, and email newsletters from MLS data.
• Transaction Coordination: Design an automated system that triggers task assignments, client updates, and document requests within the CRM as a deal moves from contract to close.

"The true value is in its end-to-end approach. You not only discover what's possible with AI in real estate but also get a clear, expert-led path to implementation, drastically reducing the time and cost of trial-and-error."

Navigating the Platform

Engagement is straightforward. Users can start by exploring the free directory and subscribing to the weekly newsletter for insights and tool recommendations. For brokerages ready to take the next step, the agency offers audits to identify automation opportunities and provides done-for-you integration services. While the directory is free, custom services are priced based on project scope. This hybrid model allows teams to self-educate before committing to a deeper strategic partnership.

• Pros:
  • End-to-end service from tool discovery to custom implementation.
  • Curated, industry-specific directory with actionable tutorials.
  • Focus on proven automations that deliver measurable ROI.
• Cons:
  • Niche focus on real estate may not suit other industries.
  • Custom integrations require a dedicated budget and project timeline.

Visit Tab Tab Labs

2. Follow Up Boss

Follow Up Boss is a purpose-built CRM designed for speed and team collaboration, making it one of the best CRM for real estate brokers focused on rapid lead response. Its core strength lies in its ability to centralize communications and streamline lead distribution, ensuring that no potential client falls through the cracks. The platform aggregates leads from over 250 sources, including Zillow and Realtor.com, into a shared team inbox for immediate action.

This CRM excels with features like automated "Action Plans" that trigger texts, emails, and agent tasks the moment a new lead arrives. For brokerage owners, the reporting dashboards provide deep insights into agent performance, call volume, and lead source ROI. Its open ecosystem and extensive integrations mean you can easily connect it to your existing marketing and transaction management tools without being locked into a proprietary system.

Key Features & Considerations

Follow Up Boss stands out for its straightforward, powerful functionality. The platform is highly regarded for its user-friendly interface and robust mobile app, allowing agents to manage their pipeline from anywhere.

• Pricing: Plans start at $57 per user/month (billed annually). The platform scales with team-focused plans, though costs can increase with add-ons like the integrated dialer.
• Best For: Teams and brokerages that prioritize lead conversion speed and need a flexible system that integrates with their current tech stack.
• Pros: Flexible month-to-month contracts, extensive integration library, and excellent scalability for growing teams.
• Cons: Per-user pricing can become expensive for large brokerages, and some advanced features like the dialer require an additional fee.

Its strong focus on email and text automation makes it an essential tool for modern follow-up strategies. You can find more information on how to leverage these features by exploring best practices for email marketing in the real estate industry.

Website: https://www.followupboss.com

3. kvCORE by Inside Real Estate

kvCORE by Inside Real Estate is an enterprise-level, all-in-one platform designed for brokerages seeking to centralize their entire operational workflow. It moves beyond a standard CRM, combining lead generation, IDX agent websites, sophisticated marketing automation, and back-office capabilities into a single ecosystem. This integrated approach makes it a powerful choice for brokers who want to provide a consistent tech stack and brand experience across all their agents, from lead capture to closing.

The platform empowers brokerages with broker-grade lead routing, comprehensive automation, and robust analytics that offer deep visibility into agent and office performance. Each agent receives their own powerful website, while features like the integrated consumer portal (CORE Home) and partner co-marketing options for sharing lead costs provide significant value. This unified system is one of the reasons it is often considered among the best CRM for real estate agents and their brokers alike.

Key Features & Considerations

kvCORE's strength lies in its comprehensive, end-to-end nature, which aims to be the central hub for brokerage operations. This consolidation can simplify technology management but requires a commitment to the platform's ecosystem.

• Pricing: Pricing is not publicly listed and requires a custom quote through a demo and consultation process, as it's tailored to brokerage size and needs.
• Best For: Mid-to-large-sized brokerages that need a fully integrated, scalable platform to manage operations, marketing, and agent productivity from a central command center.
• Pros: Centralizes nearly all brokerage functions, provides deep automation and analytics, and offers a strong ecosystem of add-ons like Brokermint.
• Cons: Can have a complex and lengthy implementation process, and the lack of transparent pricing makes it difficult to budget without a formal sales consultation.

Website: https://www.insiderealestate.com/kvcore

4. BoomTown

BoomTown offers an end-to-end real estate growth platform that tightly integrates lead generation, a consumer-facing IDX website, and a powerful CRM. It is a strong contender for the best CRM for real estate brokers who want a unified system to handle the entire client lifecycle, from initial ad click to closing. The platform's core advantage is its bundled approach, which eliminates the need to piece together multiple disparate systems for lead capture and client management.

This CRM is engineered for team performance, offering robust dashboards for tracking agent activity and lead source effectiveness. A key differentiator is its optional "Success Assurance" program, which acts as a lead concierge or ISA service to qualify and nurture leads before handing them off to agents. This allows agents to focus on high-intent clients. Its IDX websites are designed to capture user behavior, triggering automated nurturing sequences based on property views and search activity.

Key Features & Considerations

BoomTown stands out as a mature, all-in-one solution with a long track record in the industry. The platform is built to help brokerages scale by providing the tools and services needed to generate and convert leads systematically.

• Pricing: Custom pricing that is not publicly available. It typically involves setup fees and an annual commitment, so you must contact their sales team for a quote.
• Best For: Brokerages and top-producing teams seeking an integrated lead generation and CRM solution with built-in accountability and optional lead qualification services.
• Pros: Proven lead-generation system bundled with the CRM, concierge service offloads initial lead follow-up, and strong team management and coaching resources.
• Cons: Often requires a significant upfront investment and a long-term contract, and the all-in-one nature offers less flexibility than open-ecosystem CRMs.

The platform's deep integration of paid advertising makes it a comprehensive tool for brokers. To maximize its potential, it helps to understand various lead generation techniques; explore some effective real estate lead generation strategies.

Website: https://www.boomtownroi.com

5. Lofty (formerly Chime)

Lofty, which rebranded from its former name Chime, is an all-in-one platform combining a powerful real estate CRM with IDX websites and sophisticated marketing automation. It is designed for brokerages and teams that want a deeply integrated system driven by advanced technology, including a significant focus on artificial intelligence. The platform’s strength lies in its ability to manage the entire client lifecycle, from lead generation with its integrated websites to long-term nurturing through AI-powered communication.

This platform excels with features like its AI Assistant, which can qualify and engage leads around the clock, freeing up agents to focus on high-intent clients. Lofty’s "Smart Plans" allow for the creation of complex, automated workflows that trigger personalized texts and emails based on specific lead behaviors. For brokers, the system provides advanced lead routing capabilities and robust analytics to monitor team performance and marketing ROI, making it one of the best CRM for real estate brokers looking for a comprehensive, tech-forward solution.

Key Features & Considerations

Lofty stands out for its cohesive ecosystem that marries lead generation with intelligent lead nurturing and management. Its features are built to support the operational needs of growing teams and multi-office brokerages.

• Pricing: Lofty’s pricing is customized and typically requires a demo for a quote. Packages often bundle the CRM, IDX website, and AI features, with add-ons like the Power Dialer available.
• Best For: Brokerages and high-producing teams seeking an integrated, AI-enhanced platform for lead generation, nurturing, and conversion.
• Pros: Robust automation with AI capabilities, excellent for managing multi-team brokerage operations, and strong continuity for users transitioning from the Chime brand.
• Cons: The all-inclusive pricing can be a significant investment, especially with add-ons, and some users have reported variability in customer support response times.

The platform’s end-to-end functionality provides a single source of truth for a brokerage's operations, from a lead’s first website visit to closing.

Website: https://www.lofty.com

6. Sierra Interactive

Sierra Interactive offers a comprehensive solution for brokerages and teams that combines a powerful CRM with high-performing IDX websites. It is particularly well-regarded for its transparent pricing and strong focus on lead generation through SEO and optional PPC management. This platform is an excellent choice for brokers who want an all-in-one system where the website and CRM are deeply integrated, ensuring a seamless flow of lead data and client activity.

The platform is designed to capture, nurture, and convert leads with a suite of automation tools. Its IDX websites are known for their strong SEO performance, helping brokerages attract organic traffic effectively. By bundling the website, CRM, and lead management services, Sierra Interactive provides a cohesive ecosystem that eliminates the need to patch together multiple different software solutions, making it a strong contender for the best CRM for real estate brokers seeking a unified platform.

Key Features & Considerations

Sierra Interactive stands out with its clear, tiered pricing and robust, integrated feature set that supports growth from solo agents to large teams. The company also provides extensive onboarding and role-specific training to ensure teams can maximize the platform’s capabilities.

• Pricing: Plans start at $249.95 per month for a single user, with team and brokerage plans scaling up from there. Be aware of setup fees, even with monthly subscriptions.
• Best For: Brokerages and teams who prioritize a top-performing IDX website for organic lead generation and want a CRM built to work seamlessly with it.
• Pros: Transparent, tiered pricing is published online, its IDX is known for strong SEO results, and the platform scales well for growing organizations.
• Cons: Setup fees apply, and some key features like the dialer and certain website templates are available only as paid add-ons.

The platform's focus on integrating a high-quality website directly with its CRM tools provides a significant advantage for brokers aiming to build a strong online presence.

Website: https://www.sierrainteractive.com/pricing

7. CINC (Commissions Inc.)

CINC is an enterprise-level real estate platform that combines a powerful CRM, IDX website, and aggressive lead-generation programs into a single, cohesive system. It is specifically engineered for high-volume teams and multi-office brokerages that thrive on paid lead funnels and require extensive support. The platform’s main advantage is the tight integration between its lead generation and CRM, which ensures a seamless workflow from prospect capture to conversion.

This solution is built for scale, offering dedicated training, industry benchmark reporting, and robust mobile apps for agents on the go. CINC's approach is not just about providing technology; it's about delivering a business growth model centered around predictable lead flow and structured follow-up. Brokerages benefit from its scalable implementation and a wealth of resources on market trends and lead costs, making it a strategic partner rather than just a software provider.

Key Features & Considerations

CINC stands out by offering a complete business ecosystem, making it one of the best CRM for real estate brokers focused on rapid expansion and market dominance. Its native mobile apps are particularly effective, allowing agents to call, text, and manage their pipeline efficiently from anywhere.

• Pricing: Pricing is provided by consultation only and typically represents a significant investment, reflecting its enterprise-grade positioning.
• Best For: Large teams, top-producing groups, and brokerages that are committed to a paid lead generation strategy and need an all-in-one platform with dedicated support.
• Pros: Built for high-volume performance, strong reputation among top producers, and a robust library of market and lead-cost resources.
• Cons: The higher cost can be a barrier for smaller teams, and its heavy emphasis on paid leads may not align with all business strategies.

CINC is designed for those who view technology as a core driver of business growth and are prepared to invest in a comprehensive system.

Website: https://www.cincpro.com

8. Top Producer

As one of the original platforms in the space, Top Producer has established itself as a reliable and comprehensive CRM for real estate professionals. It excels at integrating directly with MLS data to generate insightful market reports, a key differentiator that empowers agents to provide tangible value to clients. The platform is built around established real estate workflows, offering a complete suite of tools from lead generation and routing to marketing automation and transaction management.

This CRM is designed to be an all-in-one solution, particularly for agents and teams who appreciate a system with deep MLS connectivity. Its automated SMS and email drip campaigns help nurture leads over the long term, while team plans provide shared contact access and lead distribution to ensure collaborative success. For brokerages looking for a proven system, Top Producer offers a structured approach that covers the entire client lifecycle.

Key Features & Considerations

Top Producer stands out by offering a foundational CRM experience enhanced with powerful, MLS-driven data and optional add-ons for websites and lead generation. This makes it a scalable choice for agents as their business needs evolve.

• Pricing: Plans are offered for different team sizes, with specific pricing available upon inquiry. Add-ons for advanced lead generation and websites come at an additional cost.
• Best For: Solo agents and established teams who want a CRM with deep MLS integrations for creating data-rich market reports and leveraging proven follow-up workflows.
• Pros: Extensive MLS data integration with numerous boards, clear plan options for individuals and teams, and optional website and lead management add-ons.
• Cons: The user interface can feel dated compared to newer platforms, and its depth may require a significant onboarding period to master fully.

Its focus on MLS data makes it one of the best CRM for real estate brokers who center their strategy around market expertise.

Website: https://www.topproducer.com/pricing

9. Real Estate Webmasters (REW)

Real Estate Webmasters (REW) delivers a powerful, integrated platform combining premium, SEO-focused websites with its native REW CRM. This solution is ideal for brokers and teams who see their website as a core lead generation asset and require an enterprise-level system to manage opportunities. Its strength lies in the seamless connection between a high-performance IDX front-end and a robust back-end CRM, ensuring lead data is captured and nurtured efficiently.

The platform is engineered for performance and scalability, making it a contender for the best CRM for real estate brokers focused on long-term growth and brand authority. The REW CRM includes essential tools like an integrated dialer and texting options, while the website frameworks are built to dominate search engine rankings. For brokerages that want full control, REW offers custom design, advanced SEO services, and specialized integrations to build a truly bespoke digital presence.

Key Features & Considerations

REW stands out by offering a holistic solution that prioritizes site performance and deep customization, backed by a CRM designed to capitalize on the traffic it generates. Its new 2025 packages provide clearer entry points for different team sizes.

• Pricing: New packages offer clearer entry points, with user-based pricing that scales for teams and large brokerages. Total investment can be higher when including custom services.
• Best For: Established teams and enterprise-level brokerages that prioritize SEO, lead generation from their own website, and require a highly customizable all-in-one solution.
• Pros: Renowned for exceptional SEO and website performance, new packages for single users and teams, and extensive customization options.
• Cons: The total cost can be significant with custom work, and maximizing its potential requires a commitment to planning and implementation.

This integrated approach ensures that every lead generated from your high-performing site is immediately actionable within your CRM.

Website: https://www.realestatewebmasters.com/pricing/

10. Propertybase (by Lone Wolf)

Propertybase, now part of Lone Wolf Technologies, offers a sophisticated platform built for brokerages that require enterprise-level power and flexibility. It comes in two main versions: one built on the robust Salesforce platform and another called Propertybase GO, which bundles a website and CRM. This dual offering makes it a versatile contender for the title of best CRM for real estate brokers, especially those with complex operational needs or a desire for an all-in-one solution.

The platform is engineered to handle lead, contact, listing, and deal management with workflows specifically tuned for the real estate industry. For brokerages that choose the Salesforce Edition, the primary advantage is near-limitless customization and access to the vast Salesforce AppExchange ecosystem. Propertybase GO is ideal for teams wanting a more streamlined, integrated experience right out of the box, combining lead generation websites with a powerful back-end CRM.

Key Features & Considerations

Propertybase excels in serving large, multi-office, and franchise organizations with its strong rollup reporting and administrative capabilities. This allows leadership to get a comprehensive view of performance across the entire business.

• Pricing: Custom pricing that varies by edition. The platform typically requires minimum seat counts, positioning it for established teams rather than solo agents.
• Best For: Large brokerages, multi-office firms, and franchises that need either the deep customization of Salesforce or a tightly integrated website-CRM package.
• Pros: Salesforce-based flexibility provides unparalleled scalability, the Propertybase GO bundle simplifies the tech stack, and it is well-suited for complex organizational structures.
• Cons: Deeper customization on the Salesforce Edition may require specialized administrative skills, and pricing can be a significant investment for smaller teams.

Its ability to support enterprise-level operations makes it a unique and powerful tool for brokerages looking to build a scalable technology foundation.

Website: https://www.propertybase.com

11. Real Geeks

Real Geeks offers an all-in-one solution that combines a lead-generating IDX website with a built-in CRM, making it an excellent choice for teams and small brokerages seeking a streamlined, approachable platform. Its primary strength is providing a cohesive ecosystem where lead capture, nurturing, and management happen in one place. The platform is designed for quick setup, allowing brokers to get their branded website live and capturing leads without a steep learning curve.

The CRM is intentionally straightforward, focusing on core functionalities like lead alerts, status tracking, and basic automation to ensure agents can manage their pipeline efficiently. For brokerages looking to scale their lead generation, Real Geeks offers optional add-ons like managed advertising services and an AI assistant for lead qualification. This makes it one of the best CRM for real estate brokers who want a single-vendor solution for their website and client management needs without the complexity of enterprise-level software.

Key Features & Considerations

Real Geeks stands out for its transparent pricing and bundled value, providing essential tools that work together seamlessly from day one. Its user-friendly interface is a major draw for teams that need to onboard agents quickly.

• Pricing: Packages typically include a one-time setup fee and a monthly subscription fee, with transparent pricing for adding more users as the team grows. Optional services like Real Leads (PPC) are an additional cost.
• Best For: Small-to-mid-sized brokerages and teams that need an integrated website and CRM platform that is easy to deploy and manage.
• Pros: Quick setup and approachable workflows, transparent user add-on pricing, and good overall value for an integrated solution.
• Cons: The CRM is simpler compared to more robust, standalone alternatives, and achieving advanced SEO customization may require more effort.

The platform provides a solid foundation for brokerages that prioritize lead generation and efficient follow-up within a unified system.

Website: https://www.realgeeks.com/real-geeks-pricing

12. G2 (Independent comparison and shopping site)

G2 serves as a critical research hub for brokers vetting new technology, offering a vast, current user-review directory to compare real estate CRMs by ratings, features, and market segments. Instead of being a CRM itself, it's a platform to make an informed decision. Brokers can use G2 and similar sites like Capterra to shortlist vendors, read unfiltered user feedback, and quickly compare features, screenshots, and pricing snippets before committing to demos.

The platform's strength lies in its side-by-side comparison tools and extensive filtering options. You can narrow down the best CRM for your real estate brokerage by company size, specific feature needs, and user satisfaction scores. It provides broad vendor coverage, including top players like Follow Up Boss, Lofty, BoomTown, and Real Geeks, giving you a comprehensive market overview in one place. This makes it an invaluable first step in the technology adoption process.

Key Features & Considerations

G2 helps cut through marketing jargon by providing access to reviews from real-world users, giving brokers practical insights into a platform's day-to-day performance and usability.

• Pricing: G2 is free to use for research and comparisons. Pricing details listed on the site for various CRMs are snippets and should be confirmed directly with vendors.
• Best For: Brokerage owners and operations leaders in the initial stages of selecting a CRM, who need to create a shortlist based on peer reviews and feature sets.
• Pros: Access to fresh user feedback across many vendors, broad coverage with quick shortlisting tools, and helpful filters to target vendors by size and needs.
• Cons: Some listings may contain vendor-supplied content, and the pricing or feature details can be approximate, requiring direct verification with the software provider.

By leveraging G2, brokers can confidently identify a few top contenders that align with their specific operational needs and team structure, saving significant time and resources.

Website: https://www.g2.com/categories/real-estate-crm

Top 12 Real Estate CRM Comparison

From Selection to Implementation: Your Next Steps

Navigating the landscape of real estate CRMs can feel overwhelming, but making an informed decision is one of the most impactful choices you can make for your brokerage's future. We've explored a wide range of powerful platforms, from all-in-one behemoths like kvCORE and BoomTown to agent-centric powerhouses like Follow Up Boss and innovative, AI-focused automation partners like Tab Tab Labs. Each solution presents a unique value proposition, tailored to different team sizes, business models, and technological appetites.

The central takeaway is this: the best CRM for real estate brokers is not a one-size-fits-all product. It's the system that most closely aligns with your specific operational needs, growth ambitions, and, most importantly, your agents' daily workflows. A feature-rich platform is useless if it gathers digital dust due to a steep learning curve or a lack of practical application in the field.

Synthesizing Your Options: A Practical Framework

To move from analysis to action, distill your findings into a clear decision-making framework. Your goal should be to shortlist two or three platforms for in-depth demos, armed with questions that directly address your current pain points.

Consider these key decision vectors:

• For Agent-Centric Brokerages: If your primary goal is to maximize agent productivity and adoption with a tool they'll love, platforms like Follow Up Boss and Lofty often lead the pack. Their intuitive interfaces and powerful mobile apps are designed for agents on the go.
• For Lead Generation Powerhouses: Brokerages that invest heavily in generating their own leads through PPC, SEO, or social media will find the robust, integrated websites and marketing tools of kvCORE, BoomTown, and Sierra Interactive to be invaluable. These are true lead-to-close ecosystems.
• For Enterprise-Level Control: If you're a large brokerage or franchise seeking deep customization, comprehensive business intelligence, and end-to-end transaction management, platforms like Propertybase (by Lone Wolf) and CINC provide the enterprise-grade infrastructure you need.
• For Custom AI & Automation: For brokerages that want to move beyond off-the-shelf CRM features and build a true competitive advantage, the path is custom automation. Partnering with an agency like Tab Tab Labs allows you to layer powerful, bespoke AI workflows on top of your chosen CRM, automating everything from lead qualification to transaction coordination.

The Implementation Imperative: Beyond the Purchase

Selecting your software is only half the battle. Successful implementation is what separates a costly expense from a revenue-generating investment. A critical step in choosing the right CRM involves evaluating the potential for integrations with other essential real estate tools and services to create a seamless workflow. Your CRM must connect effortlessly with your lead sources, transaction management software, and marketing platforms.

Plan your rollout strategically:

1. Secure Leadership Buy-In: Ensure all team leaders are champions of the new system.
2. Develop a Phased Rollout: Don't overwhelm your team. Start with a pilot group of tech-savvy agents to work out the kinks before a company-wide launch.
3. Invest in Comprehensive Training: Go beyond the provider's standard onboarding. Create custom training materials and videos that address your brokerage’s specific scripts, processes, and lead routing rules.
4. Define Your "Why": Continuously communicate the benefits to your agents. Frame the CRM not as a tool for management oversight, but as a system designed to help them save time, nurture relationships, and close more deals.

Ultimately, choosing the best CRM for your real estate brokerage is a foundational business decision that echoes through every transaction and agent interaction. It's the central nervous system of your operations, the library of your relationships, and the engine for your growth. Use this guide to make a confident choice, and commit not just to the software, but to the process of integrating it deeply into the fabric of your business.

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