The best real estate CRM for every budget in 2024

Top Producer review: Features, pricing & alternatives

6 best real estate lead generation websites for 2024

The best real estate software for 2024

Ylopo

Best for AI-powered lead generation and nurturing

Starting from: $395 per month

Visit Ylopo

Almost five years ago, Ylopo made a massive bet that AI technology would change the way real estate agents generated, nurtured, and closed leads. Today, that bet is paying off, and software companies ten times their size are scrambling to catch up. Much more than a simple CRM with an AI chatbot tacked on, Ylopo embedded up-to-the-minute AI technology into the very core of their platform with a single purpose — to make generating and nurturing leads easier, faster, and far more efficient.

Here’s how it works: With a focus on generating buy/sell leads, Ylopo uses AI-driven and fully automated online ads to target leads at the neighborhood level and below. Once those leads are captured, Ylopo’s AI text and voice assistants take over to convert and nurture them at a reported 48% response rate. From there, the leads are retargeted on Facebook with ads that change based on the user’s behavior.

The only caveat is that Ylopo was not designed to replace your CRM. It’s a purpose-built tool for generating, converting, and nurturing leads — three tasks many real estate CRMs fail at. If you want a CRM that helps you organize your showing calendar or cold-call FSBOs, Ylopo offers direct integrations with popular CRMs such as Follow Up Boss and Liondesk.

Ylopo’s “Mission Control” dashboard

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Notable features

Ylopo AI Text: AI texting assistant trained on over 25 million text conversations with real estate agents to convert and nurture leads
Ylopo AI Voice: The industry’s first AI voice calling assistant that can automatically call and convert leads with no agent interaction
DyVa dynamic video ads: Automatically generates video ads from MLS listings for open houses, just listed, and branding ads
Dynamic remarketing: engages cold leads on Facebook with dynamic ads that change based on the lead’s behavior
Custom seller reports and cash offers to generate seller leads
Google Business Profiles and Local Service Ads
Highly customizable IDX websites
Dynamic lead registration can identify buyers who also need to sell (buy/sell leads)

Pros + Cons

Pros:

The most advanced AI-powered lead generation and nurturing platform in the industry
Automatically generates video ads to advertise MLS listings on Meta
Dynamic remarketing engages cold leads on Facebook based on their behavior
The platform focuses on generating listing leads from buyers (buy/sell leads)
Daily training and coaching webinars from top-producing agents and tech experts

Cons:

Learning curve can be steep for non-tech-savvy agents
No integrated auto-dialer or offline marketing tools
AI text and voice assistants might put ISAs and admins out of work.

Pricing

Ylopo starts at $395 per month and can vary widely based on ad spend. Most Ylopo users.

Visit Ylopo

RealGeeks

Best all-in-one real estate CRM platform for teams

Starting from: $299 per month

Visit RealGeeks

Real Geeks offers a dynamic real estate CRM and fully integrated IDX website platform at a more affordable starting price than competitors like kvCORE, CINC, and Boomtown. Its CRM offers real-time client activity monitoring, advanced search filtering, immediate notifications, and social profile integration — all designed to enhance agent productivity. The Real Geeks CRM was developed using almost two decades of industry research and customer feedback since the company’s founding in 2007. With its full array of organizational and marketing tools including an IDX website, Estate IQ home valuation tool, AI chatbot, Facebook ad creation tool and more, Real Geeks CRM platform can be a game changer for solo agents and small teams.

Real Geeks’ Estate IQ home valuation tool

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Notable features

Customizable to optimize real estate workflows
Real-time activity monitoring for immediate lead engagement
Comprehensive lead filtering options
Integrated notifications for prompt follow-ups
Social media integration for enhanced lead understanding and engagement

Pros + Cons

Pros:

Live feed feature allows agents to monitor real-time activity, identifying active leads for timely contact and outreach
Advanced search filtering based on various criteria, including user behavior and geographic areas, for targeted follow-ups
Immediate email and SMS notifications when leads enter the system, enabling quick response
Automatic discovery of leads’ social profiles, aiding in more personalized engagement

Cons:

AI-created SEO content might not rank well on search engines
IDX websites are not as sleek as higher-priced competitors

Pricing

Establish: $299 per month (12-month contract), $499 per month (six-month contract)
Grow: $599 per month (12-month contract), $799 per month (six-month contract)
Expand: $999 per month (12-month contract), $1,299 (six-month contact)
Conquer: $1,599 per month (12-month contract), $1,899 (six-month contract)

Free trial: not offered

Visit RealGeeks

Hubspot Sales Hub

Best free CRM for new agents

Starting from: Free

Visit Hubspot Sales Hub

If you’re just looking for a bare-bones CRM to organize your leads, track your deals, and send bulk emails, Hubspot’s free CRM is hard to beat. There are, of course, significant limitations, but if you’re a brand new agent who finds themself choosing between paying rent and shelling out $25 a month for LionDesk — our best overall value CRM — Hubspot’s free CRM is better than no CRM at all — as long as you actually use it. There, I said it.

The free version allows you to create custom fields to segment your leads, send bulk emails (with a catch), create one custom sales pipeline to track your deals, create up to five email templates, and even create basic landing pages using Hubspot’s drag-and-drop editor. The catch? All of your emails and chats will have “powered by Hubspot” in the footer, and upgrading to a paid plan is simply not worth the money when LionDesk can be had for $12 more per month.

Hubspot’s free Sales Hub is a better choice than other budget CRMs

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Notable features

Zero cost CRM
Mobile app
Email reply tracking
Customizable fields
List segmentation
Facebook Messenger Integration
Basic Facebook ad management
AI blog post generator

Pros + Cons

Pros:

Free
Basic lead segmentation and organization tools
Bulk email sending (with a catch)
Email templates (with a catch)

Cons:

Emails are branded with “powered by Hubspot”
Cannot call leads from the CRM
Very limited integrations with real estate apps
No drip campaigns
No texting features
No AI features
No email or text campaign libraries
No ad creation or marketing tools

Pricing

Hubspot’s entry-level package is free. Upgrades start at $20 per month, but we don’t recommend them for agents when there are real-estate specific options like LionDesk for just $25 per month.

Visit Hubspot Sales Hub

How to choose the right CRM for your real estate business 

A good CRM will help you stay organized enough to nurture your leads and keep your deals from going off the rails. A great real estate CRM will do all that and help you market and grow your business two years from now.

To help you find that diamond in the rough that can solve your current and future problems, here are the five most important things we think you should consider when choosing a CRM:

1. Integrations: It should work with the tools you’re already using

At a bare minimum, your CRM should work with the tools you’re currently using. Replacing all the different software you use with one Swiss army knife platform might sound appealing, but it can also create more problems than it solves. For example, many CRMs include IDX websites. What happens when you want to replace your website but still want to use your CRM? This is why we recommend starting slow and finding a CRM that works with your existing tools.

2. Scalability: It should grow as your business grows

If you’re a new agent or even an experienced buyer’s agent trying to become a listing agent, your CRM needs to be able to grow as your business grows. Here’s why: while switching CRMs is easier than it was in the past, you will still have to learn an entirely new platform. That means you’ll be spending more of your time learning software and less time closing deals. If you have an opportunity to stop spreading yourself thin, why not take it?

3. Features: They should solve today’s (and tomorrow’s) problems

Your CRM should also have the features you need to make your business run smoother, not just today, but down the road. While you can (and should) consider affordable platforms that allow you to plug into other tools via integrations, at a bare minimum, your new CRM should have enough features to solve your current problems. Here are a few to consider:

Organization features: Easy and intuitive lead segmentation, custom workflows, click-to-call features, daily task reminders, daily hot sheets, basic transaction management
Marketing features: Direct mail marketing, social media marketing, and IDX websites
Prospecting features: Auto-dialers, PPC ad builders, automated home valuations, done-for-you lead generation
Lead nurturing features: Email and text drip campaigns, AI chatbots, automated market reports
AI features: AI text messaging assistants, AI writing assistants

4. Stability: It needs to work 24/7 with no bugs

This might sound obvious, but your CRM needs to work when you need it to. Slow, buggy interfaces or outages mean wasted time, slower speed to lead, and maybe even lost deals. No software is 100% bug-free, but at a minimum, the company that makes your CRM should have a dedicated and competent team making it work 24/7 and ensuring problems are dealt with quickly.

5. Community: More users = more ideas to solve problems

Finally, your CRM should have enough customers nationwide to make troubleshooting and finding new ways to use it easy. The more users your CRM has, the faster you’ll get answers to your questions and discover new ways to use it to close more deals.

Best real estate CRM: FAQs

Should I use the CRM my brokerage provides?

The short answer? Maybe. If you’re on a team and they’re offering access to a high-end, third-party CRM platform like Boomtown, then it would be foolish to pass up the opportunity. Teams and brokerages often get significant discounts on software, so you’ll have access to expensive tools for free.

But if you’re working at a brokerage that uses an in-house CRM platform like KW Command, you might want to consider getting your own CRM. Here’s why: when you decide to switch brokerages, it might be difficult to bring your leads and all the data and segmenting you have for them to your new brokerage. If you leave on bad terms, you might not get it at all. Purchasing your own real estate CRM, even a cheap one, allows you to own your leads and data.

Can’t I just use a cheap or free non-real estate CRM like Pipedrive or Hubspot?

While we generally don’t recommend trying to save a few dollars a month by using a CRM that isn’t designed for real estate agents, our answer to this question remains the same as it was 10 years ago: even a bad CRM is better than no CRM!

Generic sales CRMs like Hubspot or Pipedrive may be cheap or even free, but as the old saying goes, you get what you pay for. While these CRMs might work in a pinch to keep you organized, you’ll need to upgrade to paid versions to get the very basic features you’ll need for real estate.

For example, the $14 per month, entry-level plan for Pipedrive doesn’t even include basic email drip campaigns. For that, you’ll need to shell out an eye-watering $29 a month — that’s more expensive than LionDesk, a full-featured real estate CRM that includes pre-built email and text drip campaigns.

Our methodology: How we chose the best real estate CRM for every budget

Since 2006, HousingWire has been the real estate industry’s go-to resource for getting the full picture of the always mercurial U.S. housing market. Vetted by HousingWire’s resident expert agents, brokers, and coaches offer in-the-trenches insights into the latest technology and business strategies for real estate professionals.

To determine the best CRM for real estate agents at every price point and budget, we analyzed dozens of real estate CRM platforms, viewed countless demos, and consulted with licensed agents and brokers on our team. We also brought our combined experienced as licensed agents to bear on our choices. We weighed each product’s pros and cons alongside quantitative and qualitative data like pricing, notable features, ease of use, return on investment, client support, and customer reviews.

We crawled the web so you don’t have to, analyzing a wide sampling of reviews across social media, the Better Business Bureau (BBB) and online discussion forums.