The 12 Best CRM for Real Estate Agents in 2025

In today's fast-paced market, relying on spreadsheets and sticky notes to manage your client relationships is a recipe for missed opportunities. The right Customer Relationship Management (CRM) system acts as the central nervous system for your business, automating follow-ups, tracking deals, and providing the insights needed to close more transactions. But with dozens of options, how do you choose the one that fits your workflow, budget, and long-term goals? This guide cuts through the noise.

We will provide an in-depth analysis of the 12 best CRM for real estate agents currently available. Each profile dives deep into standout features, AI capabilities, pricing, and key integrations. To truly move beyond the limitations of spreadsheets, understanding the power of real estate workflow automation is key to transforming daily operations.

Instead of generic marketing copy, you'll find an honest assessment of each platform's limitations and ideal use cases. We'll show you who each tool is truly built for, from solo agents to enterprise-level brokerages. Each review includes screenshots and direct links, giving you everything needed to make a confident decision. Let's find the tool that will organize your business and fuel your growth.

1. Follow Up Boss

Follow Up Boss is a purpose-built CRM that has become a dominant force in residential real estate, especially for teams. It excels at centralizing leads from any source, automating follow-up, and providing a single platform for communication and reporting. Its core strength lies in its speed and simplicity, making it one of the best CRM for real estate agents who need to act quickly on new opportunities.

The platform’s "Action Plans" and "Smart Lists" are standout features, enabling agents to automate outreach and dynamically segment contacts based on their last activity or lead source. This ensures no lead falls through the cracks. It also offers robust lead routing rules, making it ideal for teams that need to distribute incoming leads instantly based on criteria like zip code or price point.

Key Features & Use Case

• Best For: Teams and high-producing solo agents who prioritize speed-to-lead and system integration.
• Standout Feature: The combination of Smart Lists and built-in calling/texting creates an incredibly efficient workflow for daily prospecting and follow-up.
• Integrations: Connects with over 250 lead sources, marketing tools, and transaction management systems.
• Pricing: Starts at $57/user/month (billed annually) for the Grow plan. A 14-day free trial is available.
• Tip: Combine Action Plans with Smart Lists to automatically trigger personalized email marketing campaigns for your real estate business, nurturing leads until they are ready to engage.

2. Top Producer

Top Producer is one of the original and most established names in real estate software, offering a comprehensive CRM built around deep MLS integration. It serves agents who value providing tangible market intelligence to their sphere of influence. Its strength lies in its ability to automatically generate and distribute branded, hyperlocal market reports, making it a powerful tool for nurturing long-term relationships and establishing expertise.

The platform’s standout "Market Snapshot" reports and deep integrations with over 320 MLS boards allow agents to provide clients with relevant, data-driven insights directly from their CRM. This positions it as a great option for agents focused on farming specific neighborhoods or nurturing past clients with valuable updates. While its interface may feel more traditional than some newer competitors, its all-in-one approach to contacts, marketing, and transactions remains a solid choice for many real estate professionals.

Key Features & Use Case

• Best For: Solo agents and small teams focused on sphere-of-influence and geographic farming.
• Standout Feature: The automated Market Snapshot report is a unique feature that leverages MLS data to create professional, branded market updates for clients and prospects.
• Integrations: Connects with major lead sources and real estate tools, but its primary integration is its extensive MLS board connections.
• Pricing: The Pro plan starts at $129/month, with optional add-ons for lead generation and farming tools.
• Tip: Use the Market Snapshot feature to set up a recurring "drip" campaign for your entire sphere, keeping you top-of-mind as the local market expert without manual effort.

3. Wise Agent

Wise Agent is a highly affordable, real estate-specific CRM known for its comprehensive feature set and exceptional customer support. It packs significant value into its platform, offering transaction management, drip marketing campaigns, and landing page creation without a hefty price tag. This combination makes it one of the best CRM for real estate agents, particularly solo practitioners and small teams who need a powerful, all-in-one solution without a complex learning curve.

The platform’s major differentiator is its commitment to service, providing 24/7 live support and unlimited training to all users. This ensures agents can get help exactly when they need it and fully leverage the software’s capabilities. With integrated tools for lead automation, contact management, and marketing, Wise Agent provides a solid foundation for building and nurturing a client database.

Key Features & Use Case

• Best For: Solo agents and small teams looking for an affordable, feature-rich CRM with outstanding live support and training.
• Standout Feature: The combination of built-in transaction management checklists and marketing automation (drip campaigns, newsletters) at its price point offers unmatched value.
• Integrations: Connects with major real estate tools like Zillow, Realtor.com, BombBomb, and cloud-based calendar systems.
• Pricing: Starts at $32/month (billed annually) for a single user, with a 14-day free trial.
• Tip: Utilize the built-in landing page creator to generate lead capture pages for specific properties or neighborhoods, then automatically assign new leads to a relevant drip marketing campaign to start the nurturing process immediately.

4. LionDesk (by Lone Wolf)

LionDesk, now part of the Lone Wolf family, is an agent-centric CRM designed for proactive communication and lead generation. It stands out by integrating multimedia messaging directly into its core workflow, allowing agents to send video emails and texts to make a more personal connection with prospects. This approach makes it one of the best CRM for real estate agents who want to leverage video to build rapport and stay top-of-mind.

The platform includes a built-in Facebook Ad portal, which simplifies the process of creating and launching lead-capture campaigns directly from the CRM. When new leads come in, LionDesk's task management and automation features ensure agents follow a consistent, pre-defined plan. Its "Lead Assist" AI also helps with initial lead qualification via automated text conversations, freeing up agents to focus on warmer prospects.

Key Features & Use Case

• Best For: Solo agents and small teams who prioritize video communication and want an all-in-one tool for social media lead generation.
• Standout Feature: The native video email and video texting capabilities are powerful for creating personalized, high-impact outreach that cuts through the noise.
• Integrations: Connects with major lead sources like Zillow and Realtor.com, plus MLS data and other essential real estate tools.
• Pricing: Plans start around $49/month (billed annually) for the CRM Plus plan. Month-to-month options are available.
• Tip: Use the Facebook Ad portal to generate new leads, then immediately enroll them in an automated drip campaign that includes a personalized welcome video text to boost initial engagement rates.

5. BoomTown (Inside Real Estate)

BoomTown, now part of the Inside Real Estate family, is an end-to-end platform that bundles lead generation, IDX websites, and a powerful CRM into one system. It’s designed for growth-oriented teams and brokerages that want to consolidate their tech stack and outsource key marketing and lead qualification tasks. Its major differentiator is the integration of managed services, making it a strong contender for the best CRM for real estate agents who prefer a "done-for-you" solution.

The platform's predictive CRM uses behavioral data to surface the most promising opportunities in an agent's database, displaying them on the "Opportunity Wall." This, combined with its optional "Success Assurance" concierge service, means agents can focus on transaction-ready clients while the system and its ISAs nurture colder leads. This all-in-one approach streamlines many real estate lead generation strategies by keeping everything under a single roof.

Key Features & Use Case

• Best For: Brokerages and established teams looking for a complete marketing, lead generation, and CRM platform with optional lead concierge services.
• Standout Feature: The Success Assurance program, an in-house ISA team that calls, texts, and emails new leads 24/7 to qualify them on behalf of agents.
• Integrations: Connects with major real estate platforms like Zillow, Realtor.com, and Dotloop, though its all-in-one nature means it requires fewer external integrations than others.
• Pricing: Custom quote-based pricing. Requires a demo and contract, with costs generally being a significant investment best suited for teams.
• Tip: Leverage the platform’s hot sheets and property alerts to automate the delivery of relevant listings to prospects, keeping them engaged within your branded ecosystem.

6. kvCORE (Inside Real Estate)

kvCORE by Inside Real Estate is an all-in-one platform designed for brokerages and high-performing teams seeking an integrated ecosystem. It combines a robust, AI-assisted Smart CRM with lead-generating IDX websites, powerful marketing automation, and extensive business analytics. Its core strength is providing a comprehensive technology stack that can be deployed across an entire organization, ensuring consistency in lead management and follow-up.

The platform’s Smart CRM uses behavioral automation to nurture leads by tracking their activity on the IDX site and triggering relevant communications. This makes it a strong contender for the best CRM for real estate agents who want their system to work proactively. With integrated tools for creating landing pages, squeeze pages, and running PPC campaigns, kvCORE empowers teams to generate and manage leads within a single, unified environment.

Key Features & Use Case

• Best For: Brokerages and large teams that need an all-in-one platform provided at an organizational level.
• Standout Feature: The AI-powered behavioral automation that scores leads and initiates communication based on user activity, like saving a property or viewing a home multiple times.
• Integrations: Features a Marketplace with add-ons for enhanced presentations (CORE Present), transaction management (CORE BackOffice), and more.
• Pricing: Pricing is quote-based and tailored to team or brokerage size. It is often subsidized or included as part of a brokerage's tech package.
• Tip: Leverage the platform’s behavioral data to fuel your outreach. The system uses predictive analytics in real estate to identify contacts most likely to transact, allowing you to focus your energy on the hottest leads in your database.

7. Lofty (formerly Chime)

Lofty, the platform formerly known as Chime, offers a comprehensive, all-in-one solution that pairs a robust CRM with lead-generating IDX websites and AI-powered marketing tools. It's designed for agents and teams who want a single ecosystem to manage everything from lead capture and nurturing to social media content creation. Its key differentiator is the deep integration of AI across its features, positioning it as one of the best CRM for real estate agents seeking modern, tech-forward capabilities.

The platform's AI Assistant helps qualify and nurture leads 24/7, while its content and social media AI can generate marketing copy, saving significant time. This end-to-end approach, combining a public-facing website with a powerful backend CRM, appeals to teams aiming to consolidate their tech stack and streamline operations under a single vendor. Lofty is particularly effective for those prioritizing lead generation and automated follow-up from a central hub.

Key Features & Use Case

• Best For: Teams and brokerages seeking an all-in-one platform with a modern UI and built-in AI marketing tools.
• Standout Feature: The integrated AI Assistant and marketing suite, which automates lead engagement and content creation directly within the CRM.
• Integrations: Connects with major real estate portals like Zillow and Realtor.com, plus other tools via Zapier.
• Pricing: Quote-based, often requiring a demo to determine costs, which may include setup fees.
• Tip: Leverage Lofty's AI to create hyperlocal market reports and social media posts, then use its Smart Plans to automatically distribute that content to targeted segments of your database.

8. Real Geeks

Real Geeks offers a powerful all-in-one platform that combines lead-generating IDX websites with a tightly integrated CRM. It’s built for agents and teams who want a unified system for capturing, nurturing, and converting online leads without having to piece together multiple tools. Its primary strength is providing a complete lead-to-close solution, making it a contender for the best CRM for real estate agents who prioritize online lead generation.

The platform includes robust IDX websites with home valuation tools, landing page builders, and Facebook marketing tools designed to drive traffic and capture contact information. Once a lead is captured, the CRM takes over with automated property alerts, text/email drip campaigns, and a highly-rated mobile app for on-the-go management. The recent addition of an AI chatbot (Geek AI) helps engage new leads instantly, 24/7.

Key Features & Use Case

• Best For: Agents and teams focused on generating and converting online leads through a single, bundled platform.
• Standout Feature: The seamless connection between its consumer-facing IDX website and the backend CRM, which ensures lead data and user activity are instantly available to the agent.
• Integrations: Connects with popular platforms like Zapier, Zillow, and Realtor.com to centralize lead flow.
• Pricing: Transparent user-seat pricing is available, but agents need to contact sales for the full package cost.
• Tip: Leverage the built-in Facebook marketing tool to create ads that drive traffic directly to your Real Geeks landing pages, maximizing lead capture directly into your CRM.

9. IXACT Contact

IXACT Contact is a real estate CRM designed for simplicity and long-term relationship management. It combines core contact management with powerful email marketing tools, including a unique done-for-you monthly e-newsletter. This bundle makes it a strong contender for the best CRM for real estate agents who want an easy-to-use system to consistently nurture their sphere of influence and past clients without a steep learning curve.

The platform's standout feature is its "Keep in Touch" coaching and pre-built drip campaign library, which guide agents on how to maintain consistent communication. Its straightforward, flat-pricing model is also a major draw for individual agents who need predictable costs. While it may not have the advanced AI of some competitors, its focus on fundamental, relationship-based marketing is highly effective.

Key Features & Use Case

• Best For: Solo agents and small teams who prioritize sphere-of-influence (SOI) and past client nurturing.
• Standout Feature: The professionally written and designed monthly done-for-you e-newsletter that automatically engages an agent's entire database.
• Integrations: Offers sync capabilities with Google and Outlook, along with connections to lead sources like Zillow.
• Pricing: Starts at a flat rate of $45/month. A 5-week free trial is available.
• Tip: Use the goal-setting and business tracking features to monitor your progress against your annual income goals, connecting your daily CRM activities directly to your bottom line.

10. HubSpot CRM

HubSpot CRM is a powerful, general-purpose platform known for its robust free tier, making it an excellent starting point for agents or small brokerages. While not built specifically for real estate, its modular design allows users to add industry-specific functionality through its extensive app marketplace and customizable templates. This flexibility makes it a scalable solution that can grow with your business, from a free contact manager to a full-fledged sales and marketing engine.

The platform’s strength lies in its ecosystem. You can start with the free CRM to manage contacts, track deals on a pipeline, and schedule tasks. As your needs evolve, you can add paid "Hubs" for Marketing, Sales, or Service to unlock advanced automation, reporting, and communication tools. For many, HubSpot serves as a central hub that connects to other real estate tools, creating a customized tech stack.

Key Features & Use Case

• Best For: Solo agents and teams looking for a free, highly scalable CRM that can be customized for real estate workflows.
• Standout Feature: The free CRM offers foundational tools like contact management, deal pipelines, and email tracking at no cost, which is unmatched in the market.
• Integrations: Connects with thousands of apps, including real estate-specific tools, through its extensive App Marketplace.
• Pricing: Core CRM is free. Paid Sales Hub plans start at $15/user/month (billed annually).
• Tip: Utilize HubSpot’s free templates for real estate email campaigns and deal stages to quickly adapt the platform for tracking buyers and sellers.

11. Zoho CRM

Zoho CRM is a highly versatile and budget-friendly platform that appeals to agents and brokerages seeking extensive customization. While not a dedicated real estate CRM out-of-the-box, its flexibility allows users to build a system perfectly tailored to their unique sales processes. It stands out as one of the best CRM for real estate agents who need a powerful, all-in-one solution that goes beyond basic contact management to include invoicing and process automation.

The platform’s real strength comes from its powerful "Blueprints" feature, which guides agents through every stage of a transaction or client relationship, ensuring no step is missed. Through its extensive marketplace, users can add real estate-specific functionality, including direct integrations with Zillow for lead capture. This makes it an excellent choice for those willing to invest a little time in setup to create a truly bespoke system.

Key Features & Use Case

• Best For: Budget-conscious agents and brokerages who want a highly customizable CRM that can manage sales and operational workflows.
• Standout Feature: Blueprints allow you to build and enforce specific processes, ensuring every lead and transaction follows a consistent, optimized path.
• Integrations: Connects to Zillow and hundreds of other apps through the Zoho Marketplace, offering extensive extensibility.
• Pricing: Offers a free-forever plan for up to 3 users. Paid plans start at $14/user/month (billed annually).
• Tip: Utilize the Zoho Marketplace to find real estate-specific extensions. This will significantly reduce setup time and add crucial industry features without manual configuration.

12. Zillow Premier Agent CRM

For agents heavily invested in the Zillow ecosystem, the Zillow Premier Agent CRM offers a streamlined solution to manage leads generated through the platform. It's not a standalone, all-encompassing system, but rather a powerful, integrated tool designed to optimize the Zillow and Trulia lead lifecycle. Its core value is providing a unified inbox and mobile app to respond to and track portal leads with maximum efficiency.

The platform provides valuable client activity insights, showing which homes leads have viewed or saved, enabling more contextual and informed follow-up conversations. While its feature set is lighter than dedicated paid CRMs, its tight integration with the lead source is a significant advantage. It ensures no Zillow lead is missed and provides the necessary tools for quick engagement directly from a phone or desktop.

Key Features & Use Case

• Best For: Solo agents and teams who generate a significant portion of their business through the Zillow Premier Agent program.
• Standout Feature: The direct integration with Zillow and Trulia lead data, providing real-time insights into client home search activity.
• Integrations: Offers a two-way sync with major CRMs like Follow Up Boss, Lofty, and Top Producer, allowing agents to use it as a primary inbox while managing their database elsewhere.
• Pricing: Included at no extra cost for participating Zillow Premier Agent partners.
• Tip: Use the mobile app to set instant reminders after a new lead is connected, ensuring a follow-up task is created immediately while the conversation is still fresh.

Top 12 Real Estate CRM Comparison

Beyond the List: Making Your Final CRM Decision

We've explored a dozen of the top contenders, from comprehensive platforms like kvCORE and BoomTown to niche specialists like Follow Up Boss and IXACT Contact. It's clear that the landscape for real estate CRMs is diverse, powerful, and increasingly intelligent. Your journey doesn't end with this list; it begins with a strategic choice that will shape the future of your business.

The key takeaway is that the best CRM for real estate agents is not a one-size-fits-all solution. A solo agent thriving on sphere-of-influence marketing has vastly different needs than a large brokerage juggling hundreds of internet leads. Similarly, a tech-savvy team eager to leverage AI-driven insights will prioritize different features than a team that needs a simple, no-fuss system for contact management.

Your Action Plan for Choosing the Right CRM

Before you pull out your credit card, follow a structured evaluation process to ensure you're making a long-term investment, not a short-term fix. A rushed decision can lead to months of frustration, data migration headaches, and wasted resources.

Here are the essential next steps:

1. Define Your Non-Negotiables: Revisit your business goals. Are you focused on lead generation, nurturing past clients, or streamlining transaction management? List the top three to five features that are absolutely critical to your daily operations.
2. Schedule Live Demos: Static feature lists don't tell the whole story. Book demos with your top two or three choices. Prepare specific questions that address your unique pain points. Ask them to show you exactly how the system handles tasks like lead routing, action plans, or creating a CMA.
3. Leverage Free Trials: There is no substitute for hands-on experience. Use the trial period to import a small batch of contacts and run through your daily workflow. Is the interface intuitive? Is the mobile app functional and fast? This is your chance to see if the platform feels right.
4. Evaluate the Ecosystem: A CRM rarely works in isolation. Consider how well it connects with your existing tools, like your website, lead sources, and transaction management software. A deep understanding of how your data will flow between systems is crucial, making understanding CRM integration and app syncing a critical step in your research process.

Final Considerations Before You Commit

Choosing your CRM is a foundational business decision. It's the central hub that will empower your growth, automate your follow-up, and provide the data you need to make smarter choices. Look beyond the flashy features and consider the long-term partnership. Assess the quality of their customer support, the frequency of software updates, and the community of users you'll be joining.

Ultimately, the right CRM should feel like a natural extension of your business, a powerful partner that works for you, not against you. It should eliminate repetitive tasks, provide clarity on your pipeline, and free you up to do what you do best: building relationships and closing deals.

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