Our 2025 Picks: The Best Real Estate CRM for every size of brokerage

There comes a day in every agent’s career where the glue and popsicle sticks solutions for lead management start to strain against the task of managing a large database of past and potential clients. Keeping track of leads is crucial for success as agents grow, whether you’re running a large brokerage with dozens of agents in need of efficient processes or you’re a smaller operation that’s getting busier every day.

With so many different options out there to manage your leads, choosing the best real estate CRM (Customer Relationship Management) solution for your business can be overwhelming, especially when considering different budgets and needs. This article will explore some of the top CRMs options on the market today, helping you make a more informed choice and set your brokerage on a path to greater productivity.

What is a Real Estate CRM?

A real estate CRM (Customer Relationship Management) system is software designed to help agents and brokerages manage relationships with leads, clients, and past customers. Think of it as your central hub for tracking communication, organizing contact details, managing follow-ups, and keeping your pipeline flowing smoothly. Beyond just being a digital rolodex, the best real estate CRM tools come with features like automated reminders, lead nurturing campaigns, task tracking, and analytics that help you stay one step ahead in a competitive market.

Why Do Real Estate Agents Need a Real Estate CRM?

In real estate, timing is everything—following up with the right lead at the right time can be the difference between closing a deal and losing it to a competitor. An effective CRM helps agents juggle multiple clients, track where leads are in the sales process, and automate repetitive tasks so you can focus on what you do best: building relationships and closing deals. In addition, a real-estate specific CRM (vs. a CRM that can apply to any sales role) is likely to get you the results you want to see faster, as they are attuned to the tasks and workflows of busy real estate agents. Ultimately, the right CRM is the one your agents will use all the time, as keeping everything organized in your CRM ensures nothing slips through the cracks, boosts your efficiency, and ultimately helps you grow your business.

How We Chose the Real Estate CRMs In Our List

At MoxiWorks, we partner with brokerages through all stages of their growth, and we know that the challenges brokerages face vary a lot depending on size, complexity, and growth goals. To make this list helpful for brokerages and agents at every level, we divided the solutions into three key categories:

• Large brokerages
• Small to medium-sized brokerages
• Solo agents or budget-conscious professionals

We focused on features that matter most to real estate pros like lead management, automation, integrations, ease of use, and scalability. We also considered user feedback, industry reputation, and overall value for the price.

Transparently, we offer a CRM (MoxiEngage) that we think is awesome because it integrates with practically every real estate software available, bringing all your data into one spot and making your CRM a connected place that tees up opportunities for your agents. While we love MoxiEngage, choosing a new CRM (even a free one!) is a major investment in time and brainspace, so our goal is to help you make an informed decision that’s right for your brokerage. With this objective in mind, let’s shine a spotlight on the best real estate CRM software providers that offer the strongest mix of functionality and efficiency for every type of real estate business.

 

The Best Real Estate CRM Software for Every Brokerage: Our List

Best Free CRMs for Smaller or More Budget Conscious Brokerages

Not all brokers provide CRM software for their agents, leaving a gap that is often filled with a hodgepodge of calendaring and project management tools. Fortunately, there are free CRM options that offer solid functionality for solo agents and small teams. Here are our favorites:

HubSpot CRM Why we like it: HubSpot CRM is a user-friendly platform that offers a robust set of features, even at the free level. While it’s not real-estate specific, its essential features like contact management, email tracking, and pipeline management are customizable enough to make it adaptable to the industry. Key features: Contact Management: Unlimited storage for contacts and companies. Email Tracking & Templates: Monitor email opens and create reusable templates. Deal Pipeline: Visualize sales processes with customizable stages. Task & Activity Management: Set reminders and manage daily tasks. Integration Capabilities: Connect with a wide range of third-party applications. Price: Free Plan: $0/month. Includes core CRM features with unlimited users and contacts. Starter Plan: $50/month. Provides more advanced email marketing functionality and integrations to other tools.

Zoho CRM Why we like it: Zoho CRM is a flexible and highly customizable option for agents who want a free tool that can grow with their business. Its dashboards and automation capabilities are impressive for a free solution. Although the free version has some limitations, Zoho CRM’s scalability makes it a worthwhile investment if you decide to upgrade later and earns it a spot on our list of the best real estate CRM options. Key Features: Customizable Dashboards: Build dashboards tailored to your real estate metrics. Lead Management: Track, segment, and nurture leads efficiently. Workflow Automation: Automate repetitive tasks like follow-ups and reminders. Reporting Tools: Gain insights into pipeline health and deal progress. Integration-Friendly: Connect with other tools like email, calendars, and marketing platforms. Pricing: Free Plan: Includes essential features for up to 3 users. Standard Plan: Starts at $14/month for more automation and features.

Bitrix24 Why we like it: If you’re looking for an all-in-one solution that combines CRM functionality with collaboration and project management tools, Bitrix24 is a standout option. Great for small teams or budget-conscious agents, this platform offers plenty of CRM features for free while allowing room to scale and collaborate as your business grows. Key Features: Collaboration Tools: Built-in team chat, file sharing, and task management for seamless communication. Free CRM Functionality: Manage leads, track client interactions, and organize pipelines without spending a dime. Project Management Features: Assign tasks, track deadlines, and oversee progress on deals or team projects. Automation Tools: Streamline repetitive processes like follow-ups and client communications. Customizable Pipelines: Tailor your pipeline stages to fit your sales process perfectly. Pricing: Free Plan: Includes essential CRM features and up to 5GB of storage. Basic Plan: $39/month for small teams, offering enhanced collaboration tools and storage. Standard Plan: $79/month for growing businesses with advanced CRM capabilities. Professional Plan: $159/month for unlimited users and premium features.

 

Best Real Estate CRM Solutions for Small to Medium Brokerages

Small to medium-sized brokerages often need to balance affordability and functionality when choosing CRM solutions, with an eye to productivity features that help their agents separate from the pack. These CRMs provide essential tools without some of the robustness and scalability inherent in enterprise-level systems:

LionDesk Why we like it: LionDesk is a versatile CRM that’s particularly popular among small to mid-sized brokerages. It offers features like email and text marketing, task management, and video messaging to connect with clients in a more personal and engaging way. The user-friendly interface and affordable pricing make it an excellent choice for brokerages that need powerful features without a steep learning curve. LionDesk is widely regarded as among the best real estate CRM options for smaller teams looking to grow their business. Key Features: Video Messaging Integration: Send engaging, personalized videos to clients and leads. Automated Drip Campaigns: Set up automated email and SMS campaigns to stay top of mind. Power Dialer: Cut out unnecessary steps with single and multi-line dialing options. Pipeline & Contact Management: Easily organize leads, clients, and deals. Lead Importing: Integrate with platforms like Zillow, Realtor.com, and Trulia. Pricing: CRM Plan: $25/month/user (billed annually) for core features. CRM Premier: $83/month/user (billed annually) includes Power Dialer and landing page features

Follow Up Boss Why we like it: Follow Up Boss is the CRM that keeps agents laser-focused on turning leads into deals. Its seamless lead source integration and clean, intuitive interface make it ideal for brokerages that value simplicity and productivity. Key Features: Lead Source Integration: Automatically pull leads from platforms like Zillow, Realtor.com, and Facebook. Automated Follow-Ups: Set reminders and create workflows to ensure timely communication. Pipeline Management: Visualize leads as they move through customizable deal stages. Collaboration Tools: Assign leads and tasks to team members for efficient follow-up. Performance Reporting: Monitor agent activity, conversion rates, and campaign success. Pricing: Grow Plan: $69/user per month ($57/month annually). Pro Plan: $499/month for up to 10 users with premium features. Platform Plan: $1,000/month for up to 30 users with advanced tools and support.

MoxiEngage (MoxiWorks) Why we like it: As the makers of MoxiEngage, we may have a bit of a soft spot for it, but we still think it’s a no-brainer for mid-sized brokers who want to propel their agents’ productivity, with top-notch features and the most (and deepest) integrations of any solution on the market. Key features: Lead and task management keep you organized and prioritize high-value outreach In-depth reporting lets you quickly get a read on your performance Coaching tools make it easy to set and stay accountable to goals Email and SMS integration for multi-channel workflows Connects with MoxiWorks’ marketing tools like MoxiPresent and MoxiImpress for fully personalized, automated campaigns 165+ tech partner integrations, the most integrations of any CRM on the market. 2-way sync with DocuSign and SkySlope make for seamless deal flow Pricing MoxiWorks’ pricing is customized based on the size and needs of your brokerage. Contact our our sales team to learn more.

Wise Agent Why we like it: Wise Agent keeps things straightforward and stress-free. Known for its simple transaction management and all-in-one pricing, it’s a solid choice for small to midsize teams that want a CRM that just works. Key Features: Transaction Management: Manage deals, deadlines, and paperwork effortlessly. Automated Drip Campaigns: Keep leads engaged with automated follow-ups. Contact Management: Organize contacts and use custom fields to store key information. Document Storage: Safely store and access transaction-related files anytime. Appointment Calendar: Schedule follow-ups and meetings with reminders. Pricing: Flat pricing at $29/month for all features—no tiers or hidden fees.

Best Real Estate CRM Solutions for Larger Brokerages

For large brokerages with multiple agents and extensive client databases, a robust CRM system is essential. These CRMs offer advanced features like automation, integration with other software, and comprehensive reporting to help brokerages manage their operations efficiently.

MoxiWorks Lead Gen Solutions (MoxiWorks) Why we like it: Maybe we’re a little biased, but we think MoxiWorks’ lead generation solution is the best of the bunch. Included in this package is MoxiEngage, the top real estate CRM for mid-to-large brokerages who value flexibility and automation. In addition to all the features you’d expect from a top-ranking CRM tool, MoxiEngage integrates seamlessly with other MoxiWorks products in the suite (such as our lead gen, lead nurturing, and digital marketing tools), as well as almost any other tools you probably use today to generate leads, manage transactions, or pay agent commissions. MoxiEngage’s robust feature set plus best-in-class integrations with 175+ third-party tools ensures that it will remain the best real estate CRM system for your brokerage, no matter what shiny new tools you might want to add to your stack later. Key features:  Automatically promote your brand across all social media channels Generate real leads from existing relationships with automatic nurturing Win listings with an enhanced CMA and presentation builder In-depth reporting lets you quickly get a read on your performance Coaching tools make it easy to set and stay accountable to goals Email and SMS integration for multi-channel workflows 165+ tech partner integrations, the most integrations of any CRM on the market. 2-way sync with DocuSign and SkySlope make for seamless deal flow Pricing MoxiWorks’ pricing is customized based on the size and needs of your brokerage. Contact our our sales team to learn more.

Lofty Why we like it: Lofty (formerly Chime) is a next-generation real estate CRM packed with smart tools that empower agents at scale. With Lofty’s intelligent lead nurturing and marketing automation, agents can stay connected with leads across multiple channels—email, SMS, and even social media—without lifting a finger. The platform’s AI chatbot can engage prospects 24/7, ensuring that no lead slips through the cracks. It’s inviting interface makes managing even the busiest brokerage a breeze. Key Features: Smart Lead Nurturing: Automate email, SMS, and social media follow-ups to keep leads engaged. AI Chatbot: Respond to prospects 24/7 so no lead gets left behind. Customizable IDX Websites: Capture and convert leads directly through your website. Detailed Analytics Dashboard: Track lead activity, campaign performance, and conversion rates. Task & Pipeline Management: Stay organized with tools to manage deals and agent productivity. Pricing: Lofty’s pricing is customized based on the size and needs of your brokerage. Contact their sales team for more details.

 

Real Geeks Why we like it: For brokerages that value simplicity and powerful lead generation that can be tailored to your brokerage’s needs, Real Geeks is a fantastic option. Its integrated IDX websites and robust marketing tools make it a go-to for real estate professionals looking to capture, nurture, and convert leads. Key Features: Integrated IDX Websites: Attract and capture leads directly from your custom-built property search site. CRM with Lead Management: Easily track, segment, and follow up with leads based on activity and interest. Automated Follow-Up Tools: Engage prospects with automated drip email campaigns and SMS follow-ups. Lead Routing: Assign leads to agents based on predefined rules or territories. Comprehensive Reporting: Get insights into lead sources, agent performance, and marketing ROI. Pricing: Base Pricing: $299/month for the first user, which includes the CRM, IDX website, and marketing tools. Additional Users: $25/month per additional user. Add-Ons: Options like PPC (Pay-Per-Click) marketing campaigns are available at additional costs.

Take the leap toward efficiency with a CRM

No matter the size of your operation, investing in the right CRM software is a step towards better organization, improved client relationships, and ultimately, greater productivity from your book of business. If you’re still pushing the limits of your inbox and calendar to manage your leads, take a moment to assess your needs, explore the options listed above, and choose the best real estate CRM for you that will help your business thrive.