Last Updated: October 15, 2026
The best real estate CRM software helps agents, teams, and brokerages organize leads, manage client relationships, automate follow-ups, and track sales opportunities. The right platform depends on your lead sources, team size, budget, and need for real estate-specific tools.
This guide compares five options: Follow Up Boss, Wise Agent, Real Geeks, Lofty, and HubSpot Sales Hub. It reviews their key features, published pricing, potential extra costs, limitations, and suitability for different real estate businesses.
Some platforms combine CRM tools with websites and lead generation, while others focus on contact management and broader sales workflows. Comparing the full cost, including user fees, setup charges, optional products, and contract commitments, can help you choose a solution that fits your business.
Quick Comparison: Best Real Estate CRM Software
Pricing, user limits, included features, and contract terms vary by plan and configuration. The prices below are published figures, not personalized quotes. Check the linked vendor pages before purchasing.
1. Follow Up Boss
Follow Up Boss is a CRM designed for realtors that receive leads from several different sources.
It helps agents organize incoming inquiries, distribute leads, and manage follow-ups in one system.
Key Features
Lead management: Organize contacts and inquiries from connected lead sources.
Lead distribution: Assign leads to agents using supported team workflows.
Automated follow-up: Use action plans to support consistent communication.
Calling and messaging: Communicate with leads through supported calling, texting, and email tools.
Performance reporting: Review agent activity and lead-source performance.
Integrations: Connect websites and other lead-generation systems.
Follow Up Boss Pricing
The official Follow Up Boss pricing page lists the following prices. Annual-billing figures are monthly equivalents under annual billing, not month-to-month rates.
Follow Up Boss advertises two months free with annual billing. Applicable taxes may apply. Review the official pricing page for current plan terms and inclusions.
Grow is designed around core lead management and follow-up. Its Calling add-on carries a separate per-user charge. Pro includes unlimited calling and texting for all users, while Platform adds team-management capabilities for larger organizations.
Pros
Built specifically for real estate lead management.
Supports lead distribution and follow-up automation.
Connects with multiple lead sources and integrations.
Offers team-focused features on higher plans.
Cons
The cost of per-user pricing will rise as the team increases.
Calling is an additional cost on Grow.
Businesses may still need separate websites or lead-generation tools, depending on their existing setup.
Who Should Choose a Follow Up Boss?
Follow Up Boss is a strong candidate for businesses that already generate leads through multiple channels and need a central system for routing, communication, and follow-up. It is especially relevant for teams that want consistent lead-response processes and visibility into agent activity.
2. Wise Agent
Wise Agent is a real estate CRM for agents who want to organize contacts, manage follow-ups, and coordinate routine business activities. Its feature set is aimed at agents and smaller teams seeking a centralized system without the complexity of a larger brokerage platform.
Key Features
Contact management: Keep client and prospect details organized.
Transaction organization: Track information associated with active deals.
Marketing support: Use available communication and marketing tools to maintain contact with prospects.
Task management: Organize reminders and follow-up activities.
Team access: Support collaboration through the available login and team arrangements.
Business organization: Keep client information and routine workflows in one place.
Wise Agent Pricing
The official Wise Agent pricing page lists the following subscription prices in U.S. dollars.
Wise Agent displays annual-billing equivalents of approximately $42 and $59 per month for its standard CRM and CRM + WiseSocial subscriptions. These are annual-billing equivalents, not the month-to-month prices.
The standard CRM plan includes up to five team members using a shared login. That arrangement is different from providing five separate individual logins. If each agent needs an individual account with separate permissions, ask Wise Agent for an itemized quote covering the additional access required.
The current pricing page confirms the main subscription prices and shared-login allowance. The exact charges for additional team members and individual logins should be confirmed directly with the vendor before they are included in a final budget.
Pros
Clear published prices for the main subscriptions.
Designed around real estate agents' everyday activities.
Combines contact management, follow-up tools, and marketing features in one platform
May suit smaller teams that do not need an enterprise platform.
Cons
Shared-login access may not meet every team's security or accountability requirements.
Teams that need extensive lead distribution or integrations should check the specific capabilities available.
The value of WiseSocial depends on whether the team will use its marketing features.
Who Should Choose Wise Agent?
Wise Agent may suit solo agents and small real estate teams that want a real estate-focused CRM with contact management and routine follow-up tools. Before signing up, confirm the login arrangement, integration requirements, reporting features, and total cost for your team.
3. Real Geeks
Real Geeks combines real estate website tools with CRM functionality and optional marketing packages. It is relevant to businesses that want their website, property-search experience, and lead-management workflow to work together.
Key Features
Real estate websites: Build an online presence designed for property-focused businesses.
IDX functionality: Provide property-search features where supported by the applicable setup and market.
Lead capture: Collect inquiries through website forms and marketing activities.
CRM workflows: Organize leads and support follow-up.
Marketing tools: Connect lead-generation activity with the sales process.
Team support: Manage leads across agents, subject to the selected setup and user permissions.
Real Geeks Pricing
The official Real Geeks billing documentation separates the base platform from optional marketing packages and add-ons.
Real Geeks lists its base platform at $399 per month with a 12-month commitment or $3,990 per year with annual billing, plus a $500 one-time setup fee. The annual platform price is a separate billing option. Do not assume that annual platform billing changes the prices or commitment periods of optional marketing packages.
The base platform includes two CRM users. Additional CRM users are charged according to the published tier structure. The vendor's billing documentation also states that Geek AI Text supports up to 2,500 leads per month and is included at no additional cost with any Social, Search, or Seller Marketing Package. Buyers who choose one of those packages should not automatically add a separate $49 monthly charge for Geek AI Text.
IDX feed charges and other configuration-specific fees should be confirmed in the written quote if they apply to your market. Before purchasing, ask Real Geeks to itemize the platform, setup fee, user charges, marketing packages, and any other recurring or one-time costs.
Pros
Combines website and CRM capabilities in one ecosystem.
Designed around real estate lead generation.
Can reduce the need to coordinate separate website and lead-management tools.
Offers property-focused workflows for agents and teams.
Cons
The setup fee increases the initial cost.
Additional users and marketing packages can raise the total expense.
Shorter marketing-package commitments have higher monthly rates.
Businesses with an established website and lead-generation system should assess whether the bundled platform offers enough additional value.
Who Should Choose Real Geeks?
Real Geeks is worth evaluating if you need both a real estate website and tools for capturing and managing leads. Compare the full contract cost, setup fee, user charges, and marketing-package commitment with the cost of keeping your existing website, CRM, and advertising tools separate.
4. Lofty
Lofty is a real estate technology platform that combines CRM functionality with lead-generation, marketing, and team or brokerage tools. Its suitability depends on the package offered and the products included in the quote.
Key Features
CRM and contact management: Organize prospects and client relationships.
Lead-generation tools: Support lead capture and related marketing workflows.
Marketing capabilities: Coordinate communications and marketing activities.
Team and brokerage workflows: Support businesses with multiple agents.
Property-related tools: Access real estate features available under the selected package.
Optional products: Add features that may be priced separately from the core platform.
Lofty Pricing
Lofty uses a request-a-quote model for its core platform packages. Its official pricing page does not publish fixed monthly or annual prices for its core Agent, Team, Broker, and Enterprise offerings.
Basic Comparative Market Analysis (CMA) reports are available to Lofty users without purchasing the paid Listing Presentation feature. The Lofty Present help documentation lists the Personal option at $19.99 per month and the Team option at $19.99 per month for each invited team member.
The $19.99 charge applies to Lofty Present, not to the entire Lofty CRM platform. Request an itemized quote to confirm core-plan pricing, included products, user limits, setup costs, contract terms, and optional services.
Pros
Offers a broad set of real estate technology capabilities.
May suit businesses seeking CRM and marketing tools in one environment.
Has options designed for agents, teams, and brokerages.
May help businesses consolidate parts of their technology stack.
Cons
Custom pricing makes direct cost comparisons difficult.
The final price may depend on the selected package and optional products.
Buyers need to clarify included features, onboarding, contract terms, and additional fees before committing.
Who Should Choose Lofty?
Lofty may suit agents, teams, and brokerages that want a broader real estate platform rather than a standalone contact database. Request a written quote that itemizes included products, user limits, setup costs, contract terms, and optional services.
5. HubSpot Sales Hub
HubSpot Sales Hub is a general-purpose CRM and sales platform rather than a real estate-specific product. Real estate businesses can use it to organize contacts, manage sales pipelines, track communications, and build repeatable sales processes.
Key Features
Contact management: Store and organize prospect and client information.
Deal pipelines: Track opportunities through defined stages.
Task and activity tracking: Help agents manage follow-ups and sales activities.
Email tools: Support sales communication and templates, depending on the plan.
Reporting: Review pipeline and sales activity using available reports.
Scalability: Start with free tools and move to paid plans as business needs grow.
HubSpot Sales Hub Pricing
HubSpot publishes Sales Hub prices on its official pricing page. Its Product and Services Catalog explains seat types and subscription terms.
HubSpot's published pricing lists Free tools for up to two users. Starter is shown at $20 per Core Seat per month with monthly billing or starts at $7 per Core Seat per month with annual billing. Professional is listed at $100 per Sales Seat per month with monthly billing or starts at $90 per Sales Seat per month with annual billing.
Enterprise starts at $150 per Sales Seat per month and is billed annually. The pricing page does not present Enterprise as a month-to-month subscription. The required one-time onboarding fees for Professional and Enterprise are $1,500 and $3,500, respectively. These are initial charges, not recurring monthly fees.
Seat types matter when estimating the total. Starter uses Core Seats, while Professional and Enterprise provide full Sales Hub functionality through Sales Seats. Additional seats and access levels can affect the total subscription cost. Review the official pricing page and Product and Services Catalog before choosing a plan.
Pros
Offers free CRM tools for very small teams.
Provides flexible contact and sales-pipeline management.
Can support businesses that want a general CRM beyond real estate.
Offers a path to broader sales and marketing processes as the business grows.
Cons
Real estate-specific workflows may require configuration or integrations.
Advanced functionality can increase costs substantially.
Professional and Enterprise onboarding fees add to the initial investment.
Seat definitions and billing terms require careful review.
Who Should Choose HubSpot Sales Hub?
HubSpot may work well for real estate businesses that want a flexible CRM and already use, or plan to use, a wider sales and marketing technology stack. Businesses that require specialized lead routing, property workflows, or integrated IDX tools should compare those needs with HubSpot's available integrations and configuration options.
Pricing Comparison: What Should You Budget For?
Comparing starting prices alone can be misleading. Some CRMs charge per user, some include a set number of users, and others combine subscriptions with setup fees or optional products.
Prices and plan terms can change. Check the official vendor pages linked in this guide before purchasing, especially if your decision depends on a particular add-on, user limit, or contract term.
How to Calculate Your Real CRM Cost
Use this checklist before selecting a platform:
Count your users. Include agents, administrators, and anyone else who needs account access.
Choose the billing term. Compare the flexibility of monthly billing with the total commitment required for annual billing.
List required add-ons. Include calling, website features, lead packages, integrations, and optional products.
Include one-time fees. Account for setup, onboarding, or implementation charges.
Check renewal terms. If a quote includes a promotion, ask what the regular price will be afterward.
Confirm data access. Check whether contacts and records can be exported if you change platforms.
The best-value CRM is not necessarily the one with the lowest advertised starting price. It is the platform that covers your actual workflow at a predictable total cost.
How to Choose the Best Real Estate CRM
1. Start With Your Lead Sources
If your business receives leads from multiple portals, websites, advertising campaigns, and referrals, evaluate lead imports, routing, integrations, and response workflows.
If most clients come through personal referrals, contact organization and reliable reminders may matter more than extensive lead-generation features.
2. Match the Platform to Your Team Size
A solo agent may need contact records, tasks, and email follow-ups. A team may need lead assignment, shared visibility, reporting, and individual agent access. A brokerage may require broader administration and team-management controls.
Avoid paying for advanced features unless your business will use them.
3. Check Automation Carefully
Automation can help agents follow up consistently, but available triggers and actions vary by platform and plan.
Before buying, check whether you can automate important tasks such as assigning new leads, sending reminders, creating follow-up tasks, and notifying agents when a lead needs attention.
4. Evaluate Integrations
Your CRM should fit the tools your business already uses. Review compatibility with your website, lead sources, email, calendar, calling system, marketing platform, and transaction workflow.
Do not assume an integration is included simply because the vendor lists it as supported. Confirm whether it requires a particular plan, an external subscription, or additional configuration.
5. Consider Reporting and Accountability
Teams often need to know how quickly leads are contacted, whether follow-ups are completed, and which lead sources generate opportunities.
Review the available reports and make sure they measure the outcomes your business cares about. A large number of dashboards does not automatically mean the reporting will suit your workflow.
6. Review Contract and Data Terms
Before committing, check cancellation rules, renewal terms, data-export options, user limits, support availability, and implementation requirements.
Your CRM holds important business information. Understand how you can export contacts and records if you decide to change platforms.
Frequently Asked Questions
What is the best real estate CRM software in 2026?
The best option depends on your workflow and budget. Follow Up Boss focuses on lead management and follow-up. Wise Agent is designed for agents and smaller teams. Real Geeks combines CRM features with real estate websites and lead-generation tools. Lofty offers a broader real estate platform, while HubSpot Sales Hub provides general-purpose CRM and sales-pipeline tools.
Which real estate CRM is best for small businesses?
Small businesses should compare ease of use, total cost, user limits, and the features they will use regularly. A solo agent may prioritize contact management and reminders, while a growing team may need lead routing, shared workflows, and performance reporting. See our related guide, 7 Best CRM Software for Small Businesses, for a broader comparison.
Is there a free real estate CRM?
HubSpot Sales Hub offers free CRM tools for up to two users, but it is a general-purpose CRM rather than a real estate-specific platform. Check whether its free features and available integrations meet your property-sales workflow requirements.
How much does real estate CRM software cost?
Costs vary by vendor, plan, team size, and billing term. Options in this comparison range from free tools to subscriptions costing hundreds of dollars per month. Some also charge setup fees, onboarding costs, or extra fees for optional services. Compare the full cost for your intended configuration rather than relying only on the advertised starting price.
What features should a real estate CRM include?
Common priorities include contact management, lead capture, follow-up reminders, activity tracking, pipeline visibility, email or messaging tools, reporting, and integrations. Teams may also need lead assignment, shared inboxes, permissions, and agent-level reporting.
Should I choose a real estate-specific CRM or a general CRM?
A real estate-specific CRM may offer workflows and integrations tailored to property leads and agents. A general CRM may provide more flexibility for businesses that manage a wider range of sales and marketing activities. The better fit depends on your existing tools and the real estate-specific functionality you need.
What should I check before purchasing a CRM?
Confirm the full price, user limits, billing terms, required add-ons, setup fees, integration availability, support arrangements, cancellation rules, and data-export options. Ask the vendor to confirm in writing any feature or price that is essential to your decision.
Final Verdict
The best real estate CRM software is the platform that fits your lead sources, team structure, and daily workflow without adding unnecessary cost or complexity.
Follow Up Boss: Consider it for centralized lead management, routing, and consistent follow-up.
Wise Agent: Consider it for a real estate-focused CRM aimed at agents and smaller teams.
Real Geeks: Consider it if you want CRM capabilities combined with real estate website and lead-generation tools.
Lofty: Consider it if you need a broader real estate platform and are comfortable requesting a custom quote.
HubSpot Sales Hub: Consider it if you prefer a flexible, general-purpose CRM with free tools and paid options as your needs expand.
Before choosing a platform, identify your must-have features, calculate the total cost for your team, and verify current vendor pricing and plan terms. A CRM should make lead management and client communication easier, not introduce unnecessary work or unexpected expenses.
Methodology and Pricing Note
This comparison uses published vendor pricing information and product documentation from official pricing pages and help centers. Pricing and product details can change, and some costs depend on user count, billing terms, configuration, and region. Custom-priced products require a direct quote.
The article compares published features and pricing. It does not claim that every product was tested hands-on. Confirm any requirement that is essential to your purchase directly with the vendor before committing.
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