A real estate agent, standing next to a property's open door, extends her hand to greet a couple. The agent is a woman in a black skirt and blazer over a white button-down shirt. The couple is a man and a woman; the man has dark hair and a beard and he wears a blue jacket, and the woman has long dark hair and wears a cream plaid coat. The house has a wood-paneled exterior, and its front door is black with a burnished silver door handle and lock.
A CRM system could help your real estate agents keep track of details about clients, market to wider audiences, and close more deals. — Getty Images/Maskot

Real estate agents and brokerages don’t become successful overnight, but it’ll happen quicker with the right tools. A customer relationship management (CRM) system optimizes processes, improves relationships, and increases sales. Indeed, 66% of respondents to a National Association of Realtors (NAR) survey believe real estate CRM software is somewhat or very impactful.

Although you can customize most CRM systems to fit your real estate needs, industry-specific platforms help agents manage multiple listing service (MLS) postings and have advanced messaging tools. Discover the benefits of CRM software for realtors, what to consider when comparing vendors, and five effective solutions.

Benefits of CRM software for real estate offices

Building and maintaining good relationships is vital to a thriving real estate business. But finding key details about current and past clients on an outdated spreadsheet isn’t conducive to an efficient sales process. And as any busy real estate professional knows, time is money.

Real estate CRMs do far more than collect and update contact information. Over a quarter of NAR survey respondents said their CRM provided the highest number of quality leads in the last 12 months. It centralizes your lead data and helps identify your highest-performing channels. You can check your CRM for message updates instead of searching through your inbox.

Aside from these time-saving features, the advantages of CRMs include:

  • Helping agents close deals quicker.
  • Reducing missed or lost opportunities.
  • Allowing agents to target multiple audiences.
  • Improving email marketing campaigns.
  • Making data accessible from any internet-connected device.

[Read more: ‘White Glove’ Real Estate Disruptor Taps Tech to Elevate User Experience and Accelerate Growth]

To narrow your choices, decide what capabilities and CRM features you need to achieve your real estate goals.

What to consider when comparing CRM solutions

Choosing CRM software is a big decision and it’s important to think about your budget and business requirements. You want a solution that’s easy to use and can grow with your real estate firm. It should streamline everyday tasks, like client and task management while assisting with lead generation and nurturing.

Pricing varies widely, from under $50 monthly to over $500. Many vendors use a tiered pricing model. More expensive plans may have additional features or allow for more messages or listings. Others include the same features across all plans, but higher-priced subscriptions support growing teams and larger offices.

To narrow your choices, decide what capabilities and CRM features you need to achieve your real estate goals. For example, some vendors include internet data exchange (IDX) websites with their CRM packages. If you won’t use this site, another alternative might be better.

5 real estate CRM software systems

You have plenty of options when it comes to choosing CRM software. Take your time to compare products, customer support, and pricing. Many solutions offer free trials, allowing you to test the software for about two weeks.

The following CRM platforms offer real estate–specific features:

  • Real Geeks: This all-in-one sales marketing solution includes an IDX website and feature-packed CRM. You can schedule appointments, set up autoresponders, and track lead activity. Real Geeks pricing starts at $299 monthly.
  • LionDesk: With an open application programming interface (API), this business relationship platform is easy to integrate with your favorite tools. It offers transaction management, auto-drip campaigns, bulk text messaging, and multiple lead pipelines. LionDesk pricing starts at $39 monthly.
  • Follow Up Boss: This automated real estate CRM platform integrates with more than 250 website providers, lead sources, and more. Every plan includes phone and email support seven days a week. Follow Up Boss pricing starts at $57 monthly.
  • Wise Agent: With a team-friendly calendar and unlimited storage, this user-friendly CRM is an affordable option. It offers customizable landing pages, reporting tools, and a transaction manager. Wise Agent pricing starts at $32 monthly.
  • REsimpli: This all-in-one real estate investor CRM platform helps you find motivated sellers and identify buyers. It also decreases the time spent between lead acquisition and conversion. REsimpli pricing starts at $99 monthly.

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