10 min read
Jul 8, 2021

The 3 Best Real Estate CRM Software Options for Real Estate Professionals

Convert more leads into customers and scout new opportunities by using the best CRM software for people working in the real estate industry.

Collin CoueySenior Content Writer

As a real estate professional, we don’t need to tell you there’s no such thing as an easy sale. Customers get cold feet midway through the process, or delay their purchase decision due to the financial commitment involved. Long sales cycles, high lead-to-customer ratios, and the near absence of repeat purchases are some other challenges.

You need to be tenacious in your pursuit to convert leads into customers while simultaneously scouting for new opportunities. Customer relationship management (CRM) software designed for real estate businesses can help with contact management, automation, lead generation, and storage, and can also track client interactions, manage workflows, improve the sales process, and create personalized marketing campaigns. Using a CRM to its fullest means you’ll spend less time in the office and more time doing what you do best: selling property and impressing clients. 

Choosing software that best meets the needs of your real estate company and integrates with your existing software tools can be time-consuming. That’s why we put together this list of the best CRM software options for real estate professionals so that you can make the most informed decision possible.

So what is CRM software?

CRM software enables customer interaction, support, and relationship management. The purpose of a CRM application is to help organizations better manage their customers through the introduction of reliable systems, processes, and procedures. Customer relationship management software integrates organizational processes across marketing, sales, and customer service.

Want to learn more about CRM software?

Our buyers guide breaks down common features, deployment options, and important information about integrations with other software.

To find out which CRM products are right for your business, we curated a list of the highest-rated products on GetApp based on reviews from people in the real estate industry.

Products are listed in alphabetical order below; you can read our full methodology at the bottom of this page.

3 best real estate CRM software

HubSpot CRM

  • Overall user rating from real estate industry: 4.42/5 based on 36 total reviews

  • Notable features: Performance management, marketing campaign management, activity tracking, lead capture, and lead management

With its cloud-based CRM platform, HubSpot CRM helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business, including real estate. It offers outbound and inbound marketing, sales automation, sales pipeline management, customer relations management, email tracking, lead management, contact management, and more.

HubSpot CRM has a visual dashboard with a real-time view of the entire sales funnel. Businesses can automatically track customer interactions through email, social media, live chat, or phone calls and every interaction is stored in a timeline organized by lead. The HubSpot CRM marketing tool offers lead generation and email marketing automation features to help businesses create and manage email templates and track how well those emails are performing. 

The HubSpot CRM sales tools help sales reps manage contacts, track deals, and manage their sales pipeline. The platform integrates with other HubSpot tools such as HubSpot Marketing Hub and HubSpot Sales Hub, as well as third-party platforms including Zoho CRM, Salesforce, SugarCRM and more.

HubSpot’s contact management page

HubSpot’s contact management page (Source)

Here’s what reviewers on GetApp have to say about HubSpot CRM: 


  • “It also has a fun UI and a bunch of great educational marketing videos.”

  • “Great CRM tool - very easy to use for the team thanks to their user friendly interface.”

  • “What I like most about this software is the ability to track emails within the system.”

  • “HubSpot is a great out of the box solution for companies of every size.”

  • “The easy navigation is my favorite part compared to some of the competitors I used before.  Hands-on help to learn how it works is a great feature too.”

Want to know what other business owners are saying? Read reviews about HubSpot CRM.


  • Overall user rating from real estate industry: 4.05/5 based on 56 total reviews

  • Notable features: Reporting and statistics, task management, contact management, accounting, lead management, and document management

LionDesk is a CRM, lead, and transaction management platform for real estate agents, teams, brokers, and lenders, with native mobile apps for Android and iOS. With the aim of helping real estate professionals organize and streamline their operations, LionDesk's features include transaction management, task scheduling, drip marketing campaigns, email tracking, lead distribution and tracking, contact management, click to call, and more.

LionDesk's CRM functions allow users to manage clients by assigning each new client to a specific team member and prioritizing to determine who to contact next. Users can also track emails, phone calls, and other interactions, and tag and filter them for added organization.

LionDesk also aids with real estate marketing by allowing users to create enhanced drip campaigns via email, SMS, or phone call, and "text 2 sell" campaigns that provide short contact codes for promotional flyers and signs. Campaign results can be tracked within LionDesk, with the ability to view open and click rates for each email and see an overview of which prospects are most interested in the product or deal.

LionDesk’s transaction management page

LionDesk’s transaction management page (Source)

Here’s what reviewers on GetApp have to say about LionDesk:


  • “The feature that I like best so far is the ability to customize a few fields.”

  • “Helps to keep me on top of things so I can continue to provide a great service to my clients.”

  • “It has a lot of features that help keep you organized and on task with your transactions.”

  • “It makes keeping organized very easy.   Customer service has always been quick to help as well.”

  • “Marketing section with emails/texts/tasks has quality content, easy to set-up.  Owner and support staff really care and do a great job.” 

Want to know what other business owners are saying? Read reviews about LionDesk.

Zoho CRM

  • Overall user rating from real estate industry: 4.48/5 out of 67 total reviews

  • Notable features: Calendar management, customer database, customizable templates, email marketing, social media integration, and mobile access

Zoho CRM is a cloud-based CRM platform. The web-based platform can be customized to suit industries of all types and sizes, including real estate. Zoho CRM integrates with over 40 Zoho products and extends its capacity with more than 300 third-party app extensions, including G Suite, Office 365, and Salesforce.

From phone, to live chat, to email, to social media, businesses can communicate and connect with their clients to enhance the customer experience. Notifications can automatically alert users of each new customer interaction or new contact.

The Advanced CRM Analytics module, powered by Zoho Reports, allows users to sync and integrate their Zoho CRM data to gain better insights. Users can create custom dashboards and reports on metrics such as lead generation, revenue, and deals.

Zoho CRM lets businesses customize the interface to meet the particular needs of their organization.

Zoho CRM’s home screen with customizable dashboards

Zoho CRM’s home screen with customizable dashboards (Source)

Here’s what reviewers on GetApp have to say about Zoho CRM: 


  • “What I love about Zoho CRM is its capability to be integrated with other Zoho products seamlessly.”

  • “It is very user-friendly and the real estate agents understand it easily.”

  • “Free product up to 10 users, really good feature set that helps for SMEs, with powerful marketing tools to help.”

  • “You can integrate it with many other systems making it perfect for all your needs.”

  • “What we love most about Zoho (Mail specifically) is how user friendly it is.”

Want to know what other business owners are saying? Read reviews about Zoho CRM.

Use real estate CRM software to close more deals and get more referrals

We shared some of the best CRM software tools for real estate agents and brokerages here, but every team has different needs. 

If these tools don’t have the features you’re looking for, check out our Category Leaders report for real estate CRM software where you can look at other top-rated platforms based on user reviews. On the Category Leaders page, you can also quickly compare products based on factors such as ease of use, functionality, and value for money.


The three products with the highest ratings from real estate reviewers are featured in this article.

To be considered for this article, products must:

  • Meet the market definition for CRM software: Customer relationship management (CRM) software helps automate and manage the customer life cycle for sales and marketing departments. CRM software consolidates customer information into one repository so that users can better organize and manage relationships, automates common processes, and provides tools for monitoring performance and productivity.

  • Offer the following core features: contact management, interaction tracking, lead management.

  • Have at least 20 reviews from real estate reviewers in the past two years.

Only reviews from users in the real estate industry were evaluated to select the products featured in this article. 


For the "pros" sections, we performed a sentiment analysis of reviews left for each product in the 24 months previous to the creation of this report. Reviews data may have changed since publication and may not reflect current conditions. Reviewer comments were not edited for conciseness or clarity.

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