Best CRM for Real Estate in 2025
Stay organized, close deals faster, and never miss a lead. A real estate CRM keeps your pipeline moving, automates follow-ups, and helps you manage clients effortlessly—all in one place. Whether you're an agent, broker, or property manager, the right CRM turns chaos into commission. Find the best one for your business today.
Zoho CRM, Pipedrive, Odoo, Freshsales, Salesforce, and HubSpot emerge as top CRM choices tailored for real estate professionals. They offer features like lead and pipeline tracking, MLS integration, and automated follow-ups to help agents, brokers, and property managers close deals faster and stay organized. Zoho and HubSpot excel with affordable and user-friendly interfaces; Pipedrive offers intuitive visual pipelines; Odoo delivers an all-in-one system including property management and accounting; Freshsales adds AI-powered lead scoring; while Salesforce stands out for enterprise-grade customization and scalability.
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Unlike many other review platforms, we conduct in-depth evaluations of the software and services we feature. Our expert team tests and actively uses the tools we review to understand their features, performance, and value comprehensively. Our assessments are based on real-world use, giving you insights beyond surface-level descriptions. Our research methodology includes analyzing key consumer factors such as pricing, functionality, device usability, scalability, customer support quality, and unique industry-specific features. This hands-on approach and dedication to transparency mean you can trust Sonary to deliver regular, up-to-date content and recommendations that are well-researched and genuinely helpful for your business needs.What is a CRM for Real Estate?
A CRM for real estate (Customer Relationship Management software) is a tool designed to help real estate professionals manage leads, clients, and transactions more efficiently. It keeps all your contacts, follow-ups, emails, and deal progress in one place—so you never lose track of a potential buyer or seller. A real estate CRM software automates tasks like lead nurturing, appointment scheduling, and even marketing campaigns, giving you more time to focus on closing deals.
Who needs a CRM for real estate?
If you’re in real estate, chances are you need a real estate sales CRM. Here’s who benefits the most from using one:
- Real estate agents & realtors – Keep track of leads, follow-ups, and client interactions without missing a beat. The best CRM for realtors helps you stay organized and close deals faster.
- Real estate brokers & teams – Manage multiple agents, assign leads, and oversee transactions from a centralized dashboard.
- Property managers – A property management system helps manage tenants, lease agreements, and maintenance requests.
- Real estate investors – Track property acquisitions, financing, and rental income with property management CRM software.
- Commercial real estate firms – Handle complex deals, lease negotiations, and long-term client relationships.
- New agents & small teams – A free CRM for real estate can be a great starting point to organize contacts and automate outreach without breaking the bank.
What features should the best CRM for real estate have?
Not all real estate CRM software is created equal. The best ones offer a mix of lead management, automation, and reporting tools to help you close more deals and streamline your business. Here are the must-have features to look for:
- Lead & contact management – Keep all your client details, communication history, and notes in one place for easy follow-ups.
- Pipeline & deal tracking – Visualize where each prospect is in the sales process and track progress toward closing.
- Automated follow-ups & reminders – Set up email sequences, SMS reminders, and notifications so no lead slips through the cracks.
- Integration with MLS & property listings – Sync with your property management system to manage listings and property data.
- Marketing automation & drip campaigns – Send targeted emails and SMS campaigns to nurture leads over time.
- Task & appointment scheduling – Organize meetings, showings, and deadlines with built-in scheduling tools.
- Reporting & analytics – Track key metrics like conversion rates, pipeline performance, and ROI to improve your strategy.
- Mobile app & cloud access – Manage your business on the go with a real estate agent CRM that works from anywhere.
- Customizable workflows – Tailor your CRM to match how you work, from lead assignment to transaction management.
- Integration with other tools – Connect with email, calendars, property management CRM software, and marketing platforms for seamless workflows.
Managing leads, closing deals, and keeping track of every client conversation—yeah, it’s a lot. That’s where a CRM for real estate (Customer Relationship Management software) comes in. Think of it as your all-in-one real estate sales CRM that helps you stay organized, follow up with leads like a pro, and never miss a deal. Whether you’re a solo agent or running a whole brokerage, the right real estate CRM software can seriously level up your game.
Best CRM for Real Estate in 2025
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Quick Comparison
| CRM for Real Estate | Standout Feature | Best For | Platform | Pricing |
| Zoho CRM | Customizable modules for property management | Small to medium-sized real estate agencies | Web, iOS, Android | Affordable |
| Pipedrive | Visual sales pipeline for tracking property deals | Sales-focused real estate teams | Web, iOS, Android | Moderate |
| Odoo CRM | Integrated suite including CRM, accounting, and property management | Agencies seeking an all-in-one solution | Web, iOS, Android | Affordable |
| Freshsales | AI-driven lead scoring to prioritize potential buyers | Agents focusing on lead management | Web, iOS, Android | Moderate |
| Salesforce | Highly customizable CRM with great integrations | Large enterprises with complex needs | Web, iOS, Android | Enterprise |
| HubSpot CRM | Free CRM with marketing and sales tools | New agents and small teams | Web, iOS, Android | Free to moderate |
Our Top Picks
Not all CRMs are built the same. Some are great for automating follow-ups, others shine in property management CRM software, and a few are just all-around powerhouses. So, how do you pick the best CRM for real estate? We’ve done the heavy lifting and rounded up the top options to help you find the perfect fit.
Zoho CRM: Best for affordable, customizable real estate sales
Increase sales with multichannel software
In-depth analytics to track success Zoho CRM is a powerful and affordable real estate CRM designed to help agents, brokers, and property managers streamline their sales and client interactions. With a highly customizable interface, Zoho CRM allows real estate professionals to tailor the platform to their specific needs—whether that’s managing property listings, tracking leads, or automating follow-ups.
Zoho CRM stands out for its property management system capabilities, making it easy to track properties, client communications, and sales pipelines all in one place. It also integrates seamlessly with email, social media, and real estate websites, ensuring no lead goes unnoticed.
Key Features
- Customizable property management modules – Tailor CRM fields and workflows to match real estate transactions.
- AI-powered lead scoring – Identify and prioritize high-intent buyers and sellers.
- Automated follow-ups – Set up emails, SMS, and call reminders to stay engaged with prospects.
- MLS & website integration – Sync property listings directly with your CRM for easy management.
- Pipeline & deal tracking – Visualize each stage of the sales process to close deals faster.
- Mobile app access – Manage clients, properties, and deals from anywhere on iOS & Android.
Pros and Cons
- Pros
- Highly customizable. Adapt the CRM to fit real estate-specific workflows.
- Affordable pricing. Great for solo agents and small to mid-sized agencies.
- AI-powered automation. Smart lead scoring and automated follow-ups streamline client engagement.
- Integration-friendly. Connects with email, social media, MLS platforms, and property websites.
- Strong mobile app. Allows agents to manage leads and properties on the go.
- Cons
- Steep learning curve. Extensive customization options can be overwhelming for beginners.
- Limited built-in real estate templates. Requires manual setup to tailor for real estate businesses.
- Customer support varies. Lower-tier plans may have slower response times.
Who It’s For
Zoho CRM is ideal for small to mid-sized real estate agencies, independent realtors, and property managers who need an affordable yet customizable CRM to manage leads, automate follow-ups, and track property deals. It’s best suited for those who want a flexible platform that can be tailored to specific real estate workflows without the high cost of enterprise-level solutions.
Pipedrive: Best for visual deal tracking
Mobile app means you never miss a sale
300+ integrations enhance functionality Pipedrive is a sales-focused real estate CRM designed to help agents and brokers streamline their deal pipelines with an intuitive, visual interface. Unlike traditional CRMs that can feel cluttered, Pipedrive keeps things simple by allowing users to track leads, manage conversations, and move deals through a structured sales funnel.
Key Features
- Visual sales pipeline. Easily track leads and deals through a customizable drag-and-drop interface.
- Automated follow-ups. Set reminders and schedule emails or calls to stay engaged with prospects.
- Lead tracking & scoring. Prioritize high-value leads based on engagement and activity.
- Email & communication tracking. Monitor conversations and integrate with Gmail or Outlook for seamless follow-ups.
- Mobile app access. Manage deals, contacts, and appointments on the go.
- Customizable workflows. Adapt Pipedrive to match your real estate sales process.
Pros and Cons
- Pros
- Visual sales pipeline. Provides a clear, intuitive view of deals and lead progress.
- Easy to use. Simple interface makes it quick to set up and navigate.
- Strong automation tools. Helps with follow-ups, email tracking, and lead nurturing.
- Customizable workflows. Allows real estate agents to tailor deal stages and processes.
- Mobile-friendly. The app is well-designed for managing deals on the go.
- Cons
- Limited built-in real estate features. Requires customization to fit real estate workflows.
- No free plan. Unlike some competitors, Pipedrive doesn’t offer a free CRM option.
- Basic reporting. Lacks advanced analytics and forecasting tools for large teams.
Who It’s For
Pipedrive is ideal for real estate agents, brokers, and small teams who want a sales-driven CRM that focuses on deal tracking and pipeline management. It’s best for professionals who prefer a simple, visual interface to manage their leads and transactions efficiently without the complexity of larger CRM platforms.
Odoo CRM: Best for all-in-one property management
Get accurate forecasts
Real-time overview Odoo CRM is a versatile, all-in-one solution designed for real estate professionals who need more than just a standard CRM. Unlike traditional platforms, Odoo offers a fully integrated suite that includes CRM, property management tools, accounting, marketing automation, and more, making it a great option for agencies looking to streamline their entire business in one ecosystem.
Key Features
- Integrated property management. Manage listings, contracts, and tenant details alongside your CRM.
- Modular system. Customize your CRM by adding only the features your real estate business needs.
- Lead tracking & automation. Capture, score, and nurture leads with built-in automation tools.
- Seamless invoicing & accounting. Track commissions, payments, and financials in one platform.
- Customizable workflows. Adapt deal stages and follow-up sequences to fit real estate transactions.
- Marketing automation. Send targeted email campaigns and track engagement from prospects.
Pros and Cons
- Pros
- Integrated property management. Combines CRM, property listings, contracts, and tenant management in one platform.
- Highly customizable. Modular system allows real estate professionals to add only the features they need.
- Built-in accounting and invoicing. Helps track commissions, payments, and overall financials.
- Strong automation tools. Lead tracking, follow-ups, and marketing campaigns can be fully automated.
- Scalable for growth. Works well for small teams and large agencies looking for an all-in-one solution.
- Cons
- Steep learning curve. The modular system requires time to set up and customize properly.
- Limited out-of-the-box real estate features. Needs configuration to fit specific real estate workflows.
- Pricing can add up. Costs increase as you add more modules and integrations.
- Customer support varies. Response times depend on the plan and level of customization needed.
Who It’s For
Odoo CRM is ideal for real estate agencies, property managers, and growing brokerages that need a customizable, all-in-one solution beyond just lead management. It’s best for professionals who want a fully integrated system that includes CRM, property management, accounting, and marketing automation in a single platform.
Freshsales: Best for AI-powered lead scoring
One of the easiest CRM to use
Take action with real-time tracking Freshsales is a smart, AI-powered real estate CRM designed to help agents and brokers manage leads, automate follow-ups, and close deals faster. With built-in AI-driven lead scoring, Freshsales helps real estate professionals prioritize high-intent buyers and sellers, ensuring they focus on the most promising opportunities.
Key Features
- AI-powered lead scoring. Identify and prioritize high-intent buyers and sellers automatically.
- Built-in phone and email tracking. Call, email, and track communications directly from the CRM.
- Automated workflows. Set up follow-up sequences, reminders, and task automation to stay organized.
- Deal & pipeline management. Visualize and manage real estate deals through a structured sales funnel.
- Mobile app access. Manage leads, calls, and tasks on the go with the Freshsales mobile app.
- Smart analytics & reporting. Get insights on lead conversion, sales performance, and deal progress.
Pros and Cons
- Pros
- AI-powered lead scoring. Helps real estate agents focus on the most promising buyers and sellers.
- Built-in calling and email tracking. Communicate with leads directly from the CRM without third-party tools.
- Strong automation tools. Automates follow-ups, reminders, and workflows to save time.
- Easy to use. Intuitive interface makes it simple for agents and brokers to navigate.
- Customizable pipelines. Adapt the deal stages to fit real estate sales processes.
- Cons
- Limited real estate-specific features. Requires customization to fit property management needs.
- No free plan. Unlike some competitors, Freshsales does not offer a free version.
- Learning curve for advanced automation. While user-friendly, setting up complex workflows can take time.
Who It’s For
Freshsales is ideal for real estate agents, brokers, and small to mid-sized agencies looking for an AI-powered, automation-driven CRM to streamline lead management and follow-ups. It’s best for professionals who want a user-friendly platform with built-in calling, email tracking, and smart lead scoring to help them close deals faster.
Salesforce: Best for enterprise-level real estate firms
Track contacts & manage sales pipeline
Get a complete view of every customer Salesforce is a highly customizable, enterprise-grade CRM designed for large real estate agencies, brokerages, and property management firms that need a powerful, scalable solution. With its extensive integrations, automation capabilities, and advanced reporting tools, Salesforce helps real estate professionals manage complex transactions, track leads, and optimize sales performance at every level.
Key Features
- Advanced automation & AI insights. Streamline workflows, follow-ups, and lead nurturing with AI-driven tools.
- Highly customizable platform. Adapt Salesforce to fit complex real estate workflows and business needs.
- MLS & property listing integrations. Sync with real estate databases to manage listings efficiently.
- Reporting & analytics. Track sales performance, lead conversion, and client interactions in detail.
- Multi-team collaboration. Manage agents, brokers, and property managers within a centralized system.
- Scalable for large agencies. Designed for enterprise-level real estate firms handling high transaction volumes.
Pros and Cons
- Pros
- Advanced automation & AI insights. Helps real estate teams streamline workflows and follow-ups efficiently.
- Highly customizable. Adapt the CRM to fit complex real estate processes and unique business needs.
- Strong MLS & property listing integrations. Syncs with real estate databases for seamless property management.
- Powerful reporting & analytics. Provides deep insights into sales performance, lead conversion, and client engagement.
- Scalable for large agencies. Ideal for enterprise-level real estate firms managing high transaction volumes.
- Cons
- Higher pricing makes it less accessible for smaller real estate teams or independent agents.
- Steep learning curve. Requires training and customization to maximize its potential.
- Overwhelming for small teams. Best suited for large brokerages and firms rather than individual agents.
Who It’s For
Salesforce is ideal for large real estate agencies, brokerages, and property management firms that need a scalable, enterprise-grade CRM with advanced automation, AI insights, and deep analytics. It’s best for organizations handling high transaction volumes and requiring customized workflows, MLS integrations, and multi-team collaboration to manage complex real estate operations efficiently.
HubSpot CRM: Best for free marketing and sales tools
Unified platform for sales and marketing
Track customer interactions in real time HubSpot CRM is a user-friendly, all-in-one sales and marketing platform designed for real estate agents, teams, and brokerages looking for a free yet powerful CRM to manage leads, automate marketing, and track deals. Unlike traditional CRMs focused solely on sales, HubSpot provides built-in marketing tools, making it an excellent choice for real estate professionals who want to generate and nurture leads effectively.
Key Features
- Free CRM with essential sales tools. Manage buyer and seller contacts, track deals, and automate follow-ups at no cost.
- Lead capture & marketing automation. Generate and nurture leads through email, social media, and website forms.
- Email tracking & templates. Monitor email opens, clicks, and responses to improve outreach.
- Pipeline & deal tracking. Visualize sales progress with an intuitive drag-and-drop interface.
- Seamless integrations. Connect with property websites, MLS platforms, and third-party apps.
- Advanced reporting & analytics. Gain insights into lead conversions, marketing campaigns, and sales performance.
Pros and Cons
- Pros
- Free CRM with essential real estate tools. Ideal for new agents and small teams looking for a budget-friendly solution.
- Strong lead generation & marketing automation. Captures leads from property websites, email campaigns, and social media.
- User-friendly interface. Simple and intuitive design makes it easy for agents and brokers to navigate.
- Email tracking & automation. Helps realtors stay on top of client communications and follow-ups.
- Seamless integrations. Connects with MLS platforms, real estate websites, and third-party marketing tools.
- Cons
- Limited real estate-specific features. Requires integrations or customizations for advanced property management.
- Paid plans needed for advanced automation. While the free plan is strong, premium features come at a cost.
- Less customization than competitors. Not as flexible as enterprise-grade CRMs like Salesforce.
Who It’s For
HubSpot CRM is ideal for new real estate agents, small teams, and independent brokers looking for a free and easy-to-use CRM that helps with lead generation, marketing automation, and deal tracking. It’s best for professionals who want an all-in-one platform to capture leads from property websites, social media, and email campaigns, then nurture them with automated follow-ups.
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The Importance of a Real Estate CRM
Managing real estate transactions isn’t just about selling properties—it’s about building relationships, nurturing leads, and staying organized in a fast-paced industry. A real estate CRM software helps agents, brokers, and property managers automate tasks, track deals, and manage client interactions, ensuring no opportunity slips through the cracks. Without a CRM for real estate, you risk losing leads, missing follow-ups, and struggling to keep up with client expectations.
Why a real estate CRM matters:
- Organized lead management. Keep track of buyers, sellers, and prospects in one centralized system.
- Automated follow-ups. Stay engaged with potential clients through scheduled emails, SMS, and call reminders.
- Pipeline & deal tracking. Monitor every stage of a transaction, from initial inquiry to closing.
- Integration with property management tools. Sync with MLS platforms, property websites, and marketing tools.
- Improved team collaboration. Share updates, assign tasks, and manage deals efficiently within a team.
- Data-driven insights. Analyze client behavior, track sales performance, and optimize marketing efforts.
Key Benefits of a Real Estate CRM
A real estate CRM software does more than just store client information—it helps you streamline your sales process, automate marketing, and provide better customer service. Here’s why using one is essential:
- No tech expertise needed. Even new agents can easily navigate and set up automated workflows.
- Automated lead nurturing. Set up email drip campaigns and follow-ups to keep leads engaged.
- Mobile access for on-the-go agents. Manage clients, deals, and tasks from anywhere.
- On-demand analytics. Get real-time insights on sales performance, lead conversion, and client interactions.
- Marketing automation. Create targeted campaigns for different buyer personas and property types.
- Seamless property management integration. Connect with MLS platforms, listing sites, and property databases.
- Competitive edge. Stay ahead by tracking market trends, customer behavior, and deal progress.
- Integration with real estate tools. Sync with calendars, email platforms, and marketing software.
- Actionable recommendations. Use AI-powered insights to optimize follow-ups and sales strategies.
The Bottom Line
Let’s be real—real estate moves fast, and if you’re still juggling spreadsheets, sticky notes, and forgotten follow-ups, you’re leaving money on the table. A real estate CRM isn’t just a nice-to-have—it’s the secret weapon that helps you stay organized, follow up like a pro, and close deals faster.
The right CRM takes the chaos out of your business. It keeps your leads warm, your pipeline full, and your deals moving without you having to think about it. Whether you’re an agent, broker, or property manager, there’s a CRM out there that fits your workflow, budget, and growth goals.
So, what’s next? Find the CRM that works for you. Your future clients (and commission checks) will thank you.