The best CRM for real estate teams is Follow Up Boss: portal lead routing, text-and-email action plans and team splits are built in, from $58 per user per month on annual billing ($69 monthly). Solo agents who work referrals should start with HubSpot, free for two seats, or Wise Agent at $49 a month for up to five people. Teams that want a website bundled in should compare Lofty and Real Geeks.
This page is for agents, teams and brokerages choosing a CRM to hold leads, past clients and live transactions. It ranks seven tools: four built only for real estate and three general CRMs we have reviewed in depth, each with verified pricing and the G2 rating as published.
If you sell something other than property, or want the broadest view of the market, read our best CRM software ranking instead. This page assumes you need buyer and seller pipelines, months of follow-up, and an app that works from a car.
Real estate CRM software at a glance
| Tool | Best for | Starting price | Free plan / trial | G2 rating |
|---|---|---|---|---|
| Follow Up Boss | Teams and brokerages that buy leads | $58/user/mo annual ($69 monthly) | 14-day trial | 4.6 ★ |
| Wise Agent | Solo agents and teams of up to 5 | $49/mo flat ($499/yr) | 14-day trial | — |
| Lofty | Teams wanting an AI assistant bundled in | Request quote (~$449/mo est.) | No free trial | 4.3 ★ |
| Pipedrive | Transaction-focused agents, commercial brokers | $14/user/mo annual | 14-day trial | 4.3 ★ |
| Zoho CRM | Teams that want a custom build on a budget | $14/user/mo annual | Free for 3 users | 4.1 ★ |
| Real Geeks | Teams needing a lead-gen website + CRM | $399/mo flat + $500 setup | No free trial | 4.5 ★ |
| HubSpot CRM | Solo agents starting free; sphere marketing | $9/seat/mo annual | Free for 2 seats | 4.4 ★ |
Prices are per user per month on annual billing from vendor US pricing pages, September 2026, unless marked flat. G2 ratings as published.
The best real estate CRMs, ranked
Follow Up Boss
Real Estate Teams & BrokeragesFollow Up Boss is a CRM built only for real estate. It pulls leads from portals and your website into one inbox, assigns them by rule, and runs text-and-email action plans automatically. It is first because it does a team's core job with no workarounds.
Who it's for: teams of three to thirty agents with paid lead sources, and brokerages that need routing rules.
What stands out for real estate: portal and IDX lead routing by round-robin or claim rules, months-long action plans mixing texts and emails, calling and texting from the record, and integrations built around real estate tools. The dialer is a $33/user/month add-on.
What to watch: cost. Five agents on Grow annual is $290 a month, $455 with the dialer. Pro at $416 covers ten users, so at eight agents Pro is cheaper. We assess Follow Up Boss on vendor documentation and published pricing, not hands-on testing.
Pros and cons
- Routing and action plans out of the box
- Team splits and lead pools included
- Pro plan gets cheaper per agent at scale
- $58–$69 a seat, four to six times a general CRM
- Dialer costs $33 per user on top
Wise Agent
Flat-Price CRM for Solo AgentsWise Agent is a real estate CRM priced for the individual agent: $49 a month or $499 a year, and one subscription covers you plus up to four team members. It bundles contacts, drip campaigns and transaction checklists for agents who want real estate features without Follow Up Boss pricing.
Who it's for: solo agents and teams of up to five who close a handful of transactions a month and want one bill.
What stands out for real estate: transaction checklists with key dates, drip campaigns, lead capture, and pricing that does not multiply per seat. Five people for $49 a month is the lowest total cost on this page.
What to watch: G2 had no published rating in our check, and the integration ecosystem is smaller than the general CRMs. We have not tested it; this assessment comes from vendor documentation and published pricing. See how it stacks up directly against the category leader in our Follow Up Boss vs Wise Agent comparison.
Pros and cons
- Cheapest total cost for a team of up to five
- Transaction checklists and drips included
- No annual contract required
- No published G2 rating
- Smaller integration ecosystem
Lofty
Best AI-powered all-in-one for teamsLofty (formerly Chime) bundles an IDX website, CRM and an AI Assistant that qualifies leads by text automatically, into one platform for teams and brokerages that want to replace several tools with one login.
Who it's for: established teams and brokerages that want an AI-driven lead assistant bundled with a website and CRM, and can absorb a premium, request-only price.
What stands out for real estate: the AI Assistant holds qualifying text conversations with leads around the clock, IDX websites are included rather than an add-on, and lead-routing rules (round-robin, geography, price, source, skill) suit a multi-agent team.
What to watch: no published pricing anywhere — every tier is a sales conversation — and no free trial. Third-party estimates put it well above Follow Up Boss or Real Geeks. We assess Lofty on public documentation and reviews, not hands-on testing. See the full breakdown in our Lofty vs Real Geeks comparison.
Pros and cons
- AI Assistant automates lead qualification and booking
- Website, CRM and routing bundled into one login
- Scales from one agent to a 100-seat brokerage
- No published price and no free trial
- Pricier than Follow Up Boss or Real Geeks by third-party estimates
Not sure a real estate specialist is worth the premium?
Our general ranking compares six CRMs on price, ease of use and fit. Most agents under five seats are fine there.
Pipedrive
Transaction-Focused AgentsPipedrive is a pipeline tool first. For an agent who thinks in stages, lead to showing to offer to closed, it is the clearest board you can buy at $14 a seat. It suits commercial brokers and investor-focused agents better than high-volume buyer lead farming.
Who it's for: small teams whose main problem is deals going stale, not leads going unanswered.
What stands out for real estate: separate pipelines for buyers, sellers and listings; activity reminders that nag until a follow-up is logged; weighted deal values that double as a commission forecast; a mobile app that works between showings. Growth at $39 adds automation and email sequences.
What to watch: no marketing features, no native texting, and simpler lead routing than Follow Up Boss. Five seats on Growth is $195 a month.
Pros and cons
- Clearest deal pipeline of any CRM
- Agents keep it updated
- Strong mobile app
- No free plan or marketing tools
- Texting and calling need add-ons
Zoho CRM
Best Value, Fully CustomizableZoho CRM is the cheapest way to build a real estate CRM that matches your process exactly: custom modules for properties and showings, built-in calling and mass email on the $14 Standard plan, and a free tier for three users. Budget a day or two for setup.
Who it's for: teams of three to twenty with an ops-minded admin, and brokerages already on Zoho Books or Campaigns.
What stands out for real estate: custom modules track properties and transactions as their own records instead of forcing them into "deals". Workflow rules and mass email are included at $14, telephony is built in, and Enterprise at $40 adds territories that map onto farm areas.
What to watch: the interface is functional rather than friendly, MLS and IDX data arrive through Zapier or partner apps, and support is slower on lower tiers.
Pros and cons
- Most features per dollar on this list
- Custom modules for properties and transactions
- Free for 3 users
- Needs a day or two of setup
- Less polished than HubSpot or Pipedrive
Real Geeks
Flat-Price Website + CRM BundleReal Geeks pairs an IDX lead-capture website with a CRM called Lead Manager, for a flat $399 a month covering two seats. It's one of the few real estate all-in-ones that publishes its price instead of gating it behind a demo.
Who it's for: solo agents through roughly 15-agent teams and small-to-medium brokerages that don't already have a lead-generating website.
What stands out for real estate: a published flat price, behavioral lead scoring (Lead Feed) that prioritizes who to call first, automated email/text drips, and seat pricing that gets cheaper per user as a team grows.
What to watch: a standard 12-month contract term, a $500 setup fee, and recurring reviewer complaints about lead quality. We assess Real Geeks on its published pricing page and public reviews, not hands-on testing.
Pros and cons
- Published flat price, easy to compare
- Website and CRM bundled together
- Strong, responsive support (G2 ~8.9/10)
- 12-month contract and $500 setup fee
- Reviewer complaints about lead quality
HubSpot CRM
Solo Agents Starting FreeHubSpot is our highest-scored CRM overall and the one we recommend to agents who want to start free and add tools as commissions come in. Two seats are free, then Starter is $9 a seat. You build your own pipelines and connect IDX tools through the marketplace.
Who it's for: solo agents and small teams whose business is referrals and a farm area, not purchased leads.
What stands out for real estate: the marketing side. Newsletters, forms, landing pages and a meeting scheduler sit on the free and Starter tiers, the sphere-of-influence toolkit most agents pay a separate vendor for.
What to watch: no native MLS or IDX connection and no texting on the free or Starter tiers, so plan on integrations. Professional is $90 a seat plus $1,500 onboarding. See our HubSpot vs Pipedrive breakdown.
Pros and cons
- Free to start, $9 a seat after
- Best marketing tools on this list
- Easiest setup of any CRM we have tested
- No native MLS/IDX sync or texting on cheap tiers
- Professional tier is a steep step
What a real estate CRM actually needs
Strip away the demo features and a real estate CRM has to do eight things.
- Lead routing from portals and your website. Leads arrive from Zillow, Realtor.com and your IDX site; the CRM should assign an agent by rule within seconds.
- Drip and text follow-up. A buyer lead can take 12 to 18 months to transact. Automated plans mixing texts and emails keep you in front of them.
- Click-to-call with logging. Calls dialed from the record and logged to it, so a team lead can see who actually called.
- MLS/IDX and transaction management integrations. No CRM here syncs the MLS natively. Check for a direct connector or a Zapier path.
- Team splits and lead pools. Shared pools, claim rules and per-agent reporting separate a team CRM from five solo accounts.
- A mobile app that works in a car. If logging a showing is slow, the data never gets entered.
- Sphere-of-influence marketing. Newsletters, home anniversaries and market updates drive repeat and referral business.
- Transaction and commission tracking. Key dates, checklists and expected commission per deal, so closings do not live in a spreadsheet.
How we chose
Every tool here is scored against the same rubric we use across the site: ease of use 25%, features 20%, value 20%, scalability 15%, integrations 10% and support 10%. For this page, "features" means routing, texting and transaction tracking; "integrations" means IDX, dialers and transaction platforms.
Pricing was verified on each vendor's US pricing page in September 2026 and is shown on annual billing unless noted. G2 ratings are displayed as published. HubSpot, Pipedrive and Zoho carry our own score from full hands-on reviews; Follow Up Boss, Wise Agent, Lofty and Real Geeks are assessed on vendor documentation and published pricing, not hands-on testing. The full process is in our methodology.
Buying tips for real estate
- Count paid leads before you count features. Under 30 portal leads a month, a general CRM plus a texting app is enough. Over that, routing pays for itself.
- Price the team you will have next spring. Five agents on Follow Up Boss Grow is $290 a month; ten on Pro is $416; ten on HubSpot Starter is $90. Run the numbers at the tier you will use, as in our CRM cost breakdown.
- Get requested quotes in writing early. Lofty and similar all-in-ones don't publish prices, so ask for a written quote before you invest time in a demo, and compare it against Real Geeks' published $399 flat fee.
- List your integrations first. Write down your IDX provider, transaction platform and lead sources. Any CRM that cannot connect to the first two is off the list.
- Test texting during the trial. Send a real action plan to your own phone from each tool. Native texting and a bolted-on app feel very different.
- Check the contract term before you sign. Real Geeks' standard term is 12 months; most general CRMs and Follow Up Boss are month-to-month after a trial. Factor lock-in into your decision, not just the monthly price.
- Plan the migration before you sign. Export contacts with tags and notes, and keep the old system read-only for 30 days. See our CRM migration guide.
Frequently asked questions
What is the best CRM for real estate agents?
Follow Up Boss is the best CRM for real estate teams that buy leads: routing, text-and-email action plans and team features are built in from $58 per user per month. Solo agents are usually better served by HubSpot, free for two seats, or Wise Agent at $49 a month for up to five people.
How much does a real estate CRM cost?
Between $0 and roughly $450 a month depending on the tool. General CRMs run $9 (HubSpot Starter) to $14 (Pipedrive, Zoho) a seat. Specialists cost more: Wise Agent is $49 a month flat, Real Geeks is $399 a month flat plus a $500 setup fee, Follow Up Boss is $58 to $69 per user, and Lofty is request-quote only, with third-party estimates starting around $449 a month.
Do I need a real estate-specific CRM?
Only if you buy portal leads or run a team. Purpose-built tools like Follow Up Boss route leads and fire text follow-up without setup work. If your business is referrals, a general CRM such as HubSpot or Pipedrive handles the pipeline and marketing for a fraction of the cost.
Is there a free CRM for real estate agents?
Yes. HubSpot's free plan covers two seats and 1,000 contacts with no expiry, and Zoho CRM is free for three users. Neither includes MLS or IDX sync. No real estate specialist on this list has a free plan; Follow Up Boss and Wise Agent both offer 14-day trials, and Real Geeks and Lofty offer no trial at all.
What is the best CRM for a real estate team?
Follow Up Boss for most teams: its Pro plan is $416 a month on annual billing and includes ten users, so past seven agents it costs less than the per-seat Grow plan. A brokerage that wants an AI assistant bundled with the website and CRM should compare Lofty, and one that wants a flat published price should compare Real Geeks.
Does HubSpot work for real estate?
Yes, for agents who sell through their sphere of influence. HubSpot's free and $9 Starter tiers include email marketing, forms, a meeting scheduler and a pipeline. It has no native MLS or IDX connection and no texting on the cheap tiers, so lead-buying teams usually outgrow it.
Lofty or Real Geeks: which real estate all-in-one is better?
Real Geeks publishes a flat $399-a-month price and bundles an IDX website with a CRM. Lofty adds a more AI-heavy assistant that qualifies leads by text, but doesn't publish pricing — third-party estimates put it well above Real Geeks. Choose Real Geeks for a known price, Lofty if the AI assistant is worth paying more for. Full breakdown in our Lofty vs Real Geeks comparison.
Conclusion
The decision rule is simple. If you buy leads or manage agents, pay for Follow Up Boss and treat $58 a seat as the cost of answering first. If you work referrals, start on HubSpot's free plan or pay Wise Agent $49 a month. Pipedrive fits agents who think in deals, Zoho fits teams willing to build, and a team that wants a website bundled with the CRM should compare Real Geeks' published flat price against Lofty's AI-heavy, request-quote platform.
Whatever you choose, test texting and your IDX connection during the trial; those two things decide whether the CRM gets used. For other fields, see our CRM by industry hub or the best CRM for small business.