10 min read
Nov 17, 2017
Real Estate CRM

HubSpot vs. Pipedrive for Real Estate CRM Management

Can't decide between HubSpot and Pipedrive to manage your real estate customers? Let us help.

Abhishek SinghTeam Lead

Success in the real estate business is not just about managing lease, tenants, building maintenance and other key property management tasks but also about having a more focused approach to managing sales, marketing, and customer functions efficiently. Just like most businesses, real estate managers have unique needs that range from managing:

  • Tenants

  • Property showings

  • Open houses

  • Property closures

  • Sale and purchase of property

Do you have the right software to manage these unique needs?

That's what we'll try to help you figure out by comparing customer relationship management (CRM) software such as HubSpot and Pipedrive that can help you automate the process of sales, marketing, and customer management related to real estate management.

Read this article to find which CRM software is the best fit for your real estate business. Here's a brief snapshot of the differences between HubSpot and Pipedrive:

Functions HubSpot Pipedrive
Sales management Helps visualize sales pipeline management through deals dashboards Create a log of sales activities automatically Provides information on leads in one place by syncing with HubSpot Dedicated module for sales management Generates visual sales reports to provide better insights into sales forecast Customized pipeline metrics Sales data is split by product Customize sales goal at any time of the sales process
Customer service management Helps tracks customer interactions automatically on email, social media, or call logs Directly contact customers by placing calls within the software Integrates with other customer service management software to identify prospective leads in detail Transfer customer data from other third-party sources

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What is Real Estate CRM Management?

Before defining real estate CRM management, it's important to get a brief lowdown of what CRM is and its functions.

Gartner defines CRM as a "business strategy that optimizes revenue and profitability while promoting customer satisfaction and loyalty. CRM technologies enable strategy, and identify and manage customer relationships, in person or virtually. CRM software provides functionality to companies in four segments: sales, marketing, customer service and digital commerce."

Based on the definition above, CRM is the core of real estate management software as it specializes in managing key functions - sales, marketing, and customers operations of real estate. The software helps real estate managers focus on:

  • Tracking sales leads

  • Maintaining a customer database

  • Creating and manage marketing campaigns for property listings

These and other functions of real estate CRM management are discussed in detail below by comparing HubSpot and Pipedrive.

Before we delve into a head-to-head comparison of the two software solutions, as a real estate manager do you often wonder:

  • Whether you need a real estate software with CRM functionalities?

  • What are the benefits that your business can achieve by incorporating CRM software?

These are some of the questions that we'll tackle in the next sections.

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Does your business need a real estate CRM management software?

According to the National Association of REALTORS's Real Estate in a Digital Age2017 Report, 44 percent of customers searched home sales online in 2016.

Since a majority of home buyers are taking advantage of digital media, it's important that your real estate business also shifts to real estate CRM software to convert more sales leads.

If you are still stuck with managing sales and marketing leads through the old approach (MS Outlook, Excel, Word documents or a stand-alone property management software), here are some benefits that you should consider before implementing real estate CRM software:

  • Fine tune marketing campaigns by tracking real estate leads and customer data in real time

Real estate CRM software stores store personal contact information of leads and customers, which helps you track them in real-time on social media and through email marketing campaigns regarding special discount offers for home sales.

The software helps analyze the behavior of your leads more clearly by monitoring the websites that they frequently visit based on cookies stored on their web browser that integrate with the real estate CRM software, which can help you run targeted affiliate marketing for specific leads. By tracking lead information in real time you can custom design your marketing campaigns for leads who want to purchase property in a particular area.

  • Remove redundant tasks by automating real estate sales and marketing lead generation

With real estate CRM software, your sales and marketing reps don't have to enter lead or customer data manually as all entries are stored automatically when your leads or customers fill online forms during your marketing and sales campaigns.

Moreover, information is stored in cloud storage that is directly linked with your real estate CRM software, which helps in managing client data, automates sales and marketing workflows, and tracks interactions between your reps and customers. Automation of these tasks helps to increase your business's efficiency as it helps your property sales and closure agents to close more deals.

  • Conduct real estate sales and marketing campaigns and measure their effectiveness

Real estate CRM management software can help you measure if you have met your property sales target based on month, quarter, or yearly. Just select the date range, area, sales, and marketing data from the software's data interface and it will display the desired information in visual graphs or customized charts so that you can measure the effectiveness of your sales and marketing campaigns.

Moreover, the software generates customized reports that you can always download to share with sales and marketing reps to help them understand the effectiveness of their marketing and sales campaigns.

These are just some of the benefits that you can gain from implementing real estate CRM management software in your business. If you are curious to know which software would be a better fit for your business, then check out our head-to-head comparison of Hubspot and Pipedrive based on the key areas of sales and customer management.

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Sales Management

Hubspot CRM

HubSpot CRM helps your sales team transition from a basic sales management setup of spreadsheets, emails, or multiple sales tools to an automated standalone sales platform. With sales management automation your real estate sales team can close more deals and enter fewer data. Moreover, the software automatically tracks interaction with leads and displays all leads data on a single dashboard that is visible to all members in your sales team.

Source: HubSpot CRM Free. The image above is a screenshot of the Deals tab of the software which helps sales reps visualize their sales inventory.

Some of the key features of HubSpot CRM for sales are listed as follows:

  • Visualize sales pipeline management through deals dashboards

  • Create a log of sales activities automatically

  • Provides information on leads in one place by syncing with HubSpot

  • Dedicated module for sales management


Pipedrive enables sales reps to master key sales metrics such as conversion rate and other sales charts through visual charts and reports. The software also lets your sales team take more control of sales management life cycle by monitoring sales gain and loss from a single sales dashboard. Sales goals that are not met in a particular period are automatically adjusted in the next sales cycle, which helps your sales team focus more on getting leads rather than data entry.

Source: GetApp’s Pipedrive overview. The image above is a screenshot of Pipedrive’s sales dashboard.

Some of the key features of Pipedrive for sales are listed as follows:

  • Generates visual sales reports to provide better insights into sales forecast

  • Customized pipeline metrics

  • Sales are split by product

  • Customize sales goal at any time of the sales process

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If you're interested in marketing integration

HubSpot's marketing module and Pipedrive's integration with Drip and MailChimp can help you boost your real estate CRM by providing access to more leads who are keen on buying property. Marketing integrations help you broaden the scope of CRM software just in case you want to focus more out of sales and customer management to acquire a better customer base.

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Next steps

Based on the comparative analyses of HubSpot vs. Pipedrive, you might have some idea by now on which CRM function you would want to use these software for your real estate business. If you are looking for dedicated CRM features for managing sales go for Pipedrive. Otherwise, HubSpot would be a good alternative for marketing and customer services for your real estate CRM. Here are some handy GetApp resources that you can use to gain more information on real estate CRM software:

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