Ranking · Real estate

Best CRMs for real estate

CRMs used by US brokerages, teams, and agents — all-in-ones with IDX (Sierra Interactive, BoldTrail, Lofty, Real Geeks), CRM hubs (Follow Up Boss), budget tools (Wise Agent, Lone Wolf Relationships), paid-lead platforms (CINC), property management (AppFolio), plus generics (HubSpot, Pipedrive).

For brokerages, agent teams, property managers, and residential builders.

Scored: 11
Real estate CRM: 9
Generic CRM: 2

Public weighted criteria
Official sources on every page
No one pays for placement
Updated October 9, 2026

In this reviewOctober 9, 2026· 4 notesWe re-read the eleven official pages. Nobody changed position. This round is confirmed offers, a few product headlines, and Pipedrive’s plan names.

We re-read the eleven official pages. Nobody changed position. This round is confirmed offers, a few product headlines, and Pipedrive’s plan names.

Ranking: Sierra Interactive 7.5 stays 1st; Real Geeks 7.1; AppFolio 7.0; BoldTrail 6.9; Follow Up Boss, Lofty, and Wise Agent 6.8. CINC 5.9, Lone Wolf Relationships 5.7, HubSpot 4.6, Pipedrive 4.0.
Offers that match the last reading: Sierra Starter $299.95/mo annual (Essential $399.95, Growth $599.95); Follow Up Boss Grow $69/user/mo ($58 annual; Calling $33/user add-on on Grow); Real Geeks $399/mo + $500 setup (2 users); Wise Agent $49/mo or $42/mo billed annually (up to 5 on a shared login). BoldTrail, Lofty, CINC, AppFolio, and Lone Wolf still have no public dollar card.
Offers that changed face: Pipedrive renamed plans to Lite, Growth, Premium, and Ultimate, from $14/seat/mo on annual Lite. The real-estate card now quotes that floor instead of a vague “paid plans in USD.”
Product news: Real Geeks lists Geek AI Insights as new, with Geek AI Email/Voice still coming soon. Lofty leans harder on Agentic AI (Cowork, custom agents) without publishing prices. Lone Wolf still documents EZ Texting as an add-on even while the page says texting is “built in.” AppFolio Leasing CRM remains on Max. HubSpot’s CRM pricing tools page did not render a dollar table in this pass; the free-plan product page is unchanged.

Comparison table

Filter by what your operation cannot skip

Mark required features and the table shows only who has them natively. Sort by any column.

See the ranking

Search CRM

Type

Showing 11 of 11 CRMs

Must have:

							Price	Profile
1 Sierra Interactive Real estate CRM	7.5	Yes	Yes	Yes	Yes	No	From $299.95/mo	View profile →
2 Real Geeks Real estate CRM	7.1	Yes	Yes	Yes	Yes	No	From $399/mo + $500 setup	View profile →
3 AppFolio Real estate CRM	7.0	Yes	No	No	Yes	No	Contact for pricing	View profile →
4 BoldTrail Real estate CRM	6.9	Yes	Yes	Yes	Yes	No	Contact for pricing	View profile →
5 Follow Up Boss Real estate CRM	6.8	No	No	No	Yes	No	From $69/user/mo	View profile →
6 Lofty Real estate CRM	6.8	Yes	Yes	Yes	Yes	No	Contact for pricing	View profile →
7 Wise Agent Real estate CRM	6.8	Yes	No	No	Yes	No	From $49/mo	View profile →
8 CINC Real estate CRM	5.9	Yes	Yes	Yes	Yes	No	Contact for pricing	View profile →
9 Lone Wolf Relationships Real estate CRM	5.7	No	No	No	Yes	No	Contact for pricing	View profile →
10 HubSpot CRM Generic CRM	4.6	No	No	No	No	No	Free plan	View profile →
11 Pipedrive Generic CRM	4.0	No	No	No	No	No	From $14/seat/mo billed annually	View profile →

We mark a feature as present only when it is native to the product — marketplace integrations do not count. Click a column header to sort.

Ranking

From most to least fitted to real estate operations

The order is the overall score — a weighted average of the six criteria with this vertical’s weights. Brokerage sales CRMs and property-management tools sit on the same yardstick on purpose. The score says what the product covers — not that a listing CRM runs a rental portfolio.

1Leader
Sierra Interactive
Real estate CRM
All-in-one real estate platform — SEO-oriented IDX website, native CRM, behavior-triggered nurture, and embedded dialer with published package pricing.
Strength
Inventory and proposal
Weak spot
Mortgage credit
- Property inventory
- Listing portals
- Brokerage website
- Native messaging
- Proposal or contract
- Financing
7.5
Strongout of 10
From $299.95/mo (Starter, annual); Essential $399.95/mo
View profile
2
Real Geeks
Real estate CRM
Value all-in-one — IDX website, CRM, dialer, automation, and lead tools with a published $399/month platform price.
Strength
Native messaging
Weak spot
Mortgage credit
- Property inventory
- Listing portals
- Brokerage website
- Native messaging
- Proposal or contract
- Financing
7.1
Fairout of 10
From $399/mo + $500 setup (2 users included)
View profile
3
AppFolio
Real estate CRM
Property management performance platform — accounting, marketing and leasing, work orders, portals, and a Leasing CRM on Max. Built for rent rolls, not agent IDX lead gen.
Strength
Leasing and post-sale
Weak spot
Mortgage credit
- Property inventory
- Native messaging
- Showing calendar
- Proposal or contract
- Listing portals
- Brokerage website
7.0
Fairout of 10
Contact for pricing
View profile
4
BoldTrail
Real estate CRM
Inside Real Estate’s unified platform (kvCORE + BoomTown lineage) — AI Smart CRM, configurable IDX websites, listing marketing, analytics, and transaction-management integration.
Strength
Inventory and proposal
Weak spot
Mortgage credit
- Property inventory
- Listing portals
- Brokerage website
- Native messaging
- Financing
6.9
Fairout of 10
Contact for pricing
View profile
5
Follow Up Boss
Real estate CRM
CRM-first real estate hub — lead routing, action plans, calling/text/email, mobile app, and deep integrations. IDX websites come from partners, not a Sierra-style bundled site.
Strength
Native messaging
Weak spot
Mortgage credit
- Native messaging
- Showing calendar
- Agent app
- Property inventory
- Listing portals
6.8
Fairout of 10
From $69/user/mo (Grow); $58/user/mo billed annually
View profile
6
Lofty
Real estate CRM
Agentic AI real estate platform (formerly Chime) — IDX websites, AI-powered CRM, Smart Plans, dialer/text, and lead-generation programs sold as packages.
Strength
Inventory and proposal
Weak spot
Mortgage credit
- Property inventory
- Listing portals
- Brokerage website
- Native messaging
- Proposal or contract
- Financing
6.8
Fairout of 10
Contact for pricing
View profile
7
Wise Agent
Real estate CRM
Budget real estate CRM with flat-rate public pricing, contact automation, marketing, and transaction tracking — up to five team members on a shared login.
Strength
Price and transparency
Weak spot
Mortgage credit
- Property inventory
- Native messaging
- Showing calendar
- Proposal or contract
- Listing portals
- Brokerage website
6.8
Fairout of 10
From $49/mo (up to 5 team members, shared login)
View profile
8
CINC
Real estate CRM
Paid-lead and conversion platform for real estate teams — CRM, dialer, and lead generation sold together. Premium positioning; public dollar pricing is not on a simple rate card.
Strength
Native messaging
Weak spot
Mortgage credit
- Property inventory
- Listing portals
- Brokerage website
- Native messaging
- Proposal or contract
- Financing
5.9
Fairout of 10
Contact for pricing
View profile
9
Lone Wolf Relationships
Real estate CRM
Agent relationship CRM from Lone Wolf — contacts, AI email, automations, calendar sync, and EZ Texting add-on. The product path that absorbed LionDesk users.
Strength
Price and transparency
Weak spot
Mortgage credit
- Native messaging
- Showing calendar
- Agent app
- Property inventory
- Listing portals
5.7
Fairout of 10
Contact for pricing
View profile
10
HubSpot CRM
Generic CRM
Mature general-purpose CRM with a permanent free tier. Excellent pipeline and marketing — no native IDX, MLS inventory, or leasing administration.
Strength
Price and transparency
Weak spot
Mortgage credit
- Showing calendar
- Property inventory
- Listing portals
4.6
Weakout of 10
Free plan (permanent); paid seats from Starter
View profile
11
Pipedrive
Generic CRM
Mature pipeline CRM with a large marketplace. No IDX, no MLS inventory, no leasing ledger — real estate pieces arrive via third-party apps.
Strength
Learning curve
Weak spot
Mortgage credit
- Showing calendar
- Property inventory
- Listing portals
4.0
Weakout of 10
From $14/seat/mo billed annually (Lite); 14-day trial
View profile

Side by side

Head-to-head comparisons

Stuck between two? Open the comparison: scores by criterion, features, and an editorial verdict when one exists. Only the main duels appear here — editorial verdicts and pairs among the top five. Other pairs live on each CRM profile and at the bottom of each duel page.

Guides

What makes a good CRM for real estate

Each guide covers one search dimension — not a reprint of the table above.

agent speed-to-lead and daily follow-upWhat makes a good CRM for real estate agentsThe search is “best CRM for real estate agents.” The job is speed-to-lead — not a prettier pipeline.

Context

Why a real estate CRM is more than a pipeline

In the US real estate market the funnel is the visible piece. The real cycle runs through listing inventory or IDX search, portal and website leads, texts and calls, showings, offers — and when revenue is rent, leases, charges, and owner statements. Builders swap resale listings for unit mirrors and reservations. That is why a generic CRM and a vertical real estate platform do not play the same game, and a sales team is not the same buyer as a property manager.

There is a third group that is easy to confuse in a demo: the sliced stack. IDX website, dialer, transaction management, and texting are sometimes another product from the same brand — or a marketplace add-on. This yardstick marks a feature native only when it ships in the product under review. A sibling SKU, browser extension, or website chat button counts as missing — and the profile explains what lives next door.

Native messaging (SMS/dialer inbox on the lead, or WhatsApp Business API) is on the yardstick at full weight — US speed-to-lead lives in text and phone. Marketplace WhatsApp and personal-phone handoffs do not count.

A daily rotation re-reads official pages in this cut — one category per day — price, trial, new module, URL that disappears. The box at the top says what changed and what stayed the same, so you do not have to open eleven sites. The order only moves when the public source changes the product.