The Nine Best Real Estate CRMs in 2020

The real estate industry is very challenging when compared with other business sectors — you don’t have a steady cash flow like, say, the retail industry.

The real estate market, on the other hand, can fluctuate sometimes and can boom in certain instances. One high-value transaction and you’re S-E-T.

It doesn’t matter which industry you’re in, one factor stays constant at all times: your customers. A research carried out by the National Association of Realtors suggests that real estate firms typically get 30% of their business from previous client referrals and 25% business from previous clients.

Since a majority of your business is from referrals and existing customers, you need to ensure that you have the best customer relationship management (CRM) software to help manage this inflow.

So, these are the nine best real estate CRMs in 2020, hand-picked by us at Freshsales.

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1. Freshsales CRM

Our in-house product, Freshsales CRM, is highly adaptive and designed to work for real estate agencies.

Some stand-out features of Freshsales include

  • Built-in email and phone capabilities – Freshsales has email and phone capabilities built-in so you don’t have to switch between multiple applications.
  • Sales and marketing automation – Marketing is crucial to sales, as it helps your agents engage with prospective buyers and nurture them until they become your clients. Freshsales comes with powerful marketing automation capabilities that can help fine-tune your agents’ efforts and drive more sales.
  • Seamlessly integrates with a host of business applications – Freshsales comes with an abundance of integration capabilities such as phone, activity management applications, communication softwarecalendar, live chat software, and more.
  • AI-based lead scoring – Freshsales’ sophisticated lead scoring ensures that your agents only focus on the prospects that matter by spending time on nurturing them.
  • Advanced reporting – With the reports’ functionality, you can monitor your sales progress without additional tools.

How much it costs

Freshsales starts with a Free-Forever plan and a paid plan that starts from $12/month (when billed annually. $19/month when billed monthly.)

What customers say about Freshsales

Super easy-to-use. As a realtor in the business for several years, I’ve tried BoomTown, HubSpot, Follow Up Boss, and some others [CRMs]. I stumbled across Freshsales by pure happenstance and fell in love with it. [It is] Super intuitive, it integrates with other software easily, and the app is flawless. I could go on and on. The price-point is also stupid cheap. A customer service rep even reached out to do a personal walkthrough with me. – Bryan Laurie, Founder of Byran’s Houses

2. Propertybase

Propertybase is a robust and full-featured CRM for agents in real estate who need a solution that does something more than just store contacts. The fact that it has a robust interface and is easy-to-use (with a web-dev platform) makes it an option that real estate agencies shouldn’t overlook.

How much it costs

  • The standard CRM with an IDX-interface starts at $89/month, while the CRM, along with the website and lead-gen functionality, costs $399/month.

What it does well

  • Mass-emailing functionality – While most CRM solutions allow you to send out emails, PropertyBase allows you to send out mass emails and does this well. This means that you don’t need to depend on other mailing services like MailJet or Mailchimp.
  • Built on the Salesforce framework – The Salesforce framework is known to be incredibly versatile and customizable, and Propertybase is built around this. Being built on this framework also makes Propertybase compatible with a lot of plugins.

Where it lacks

While Propertybase is compatible with a lot of plugins and can be integrated with a phone dialer (through third-party) at an additional cost, lots of other CRM solutions provide this functionality right out of the box. The price being relatively higher than other CRM solutions also does not help its case — so, these additional costs may not appeal to users.

3. LionDesk

LionDesk CRM is a lot like the person that scouts the mistakes made by the person that goes first, improves upon it and then delivers.

This is great because you can understand the errors made by the person before you and implement it with perfection.

LionDesk CRM truly is a great CRM solution for the things it does.

How much it costs

LionDesk CRM offers two standard plans, costing $25 and $49/month, respectively. While the former plan is fully featured, choosing the latter gives you access to add-ons like ‘Text2Sell’, a unique local phone number, and video messaging capabilities. LionDesk also has a plan that costs $99/month, and this plan includes more features like one-on-one training, contact import and more.

What it does well

  • Easy-to-use – It’s easy to set up LionDesk CRM right out of the box and simple to use, as stated by a LionDesk user on G2. What makes it better is the low learning curve involved.
  • Bulk SMS-ing – While bulk-emailing is an excellent feature to have in a CRM, this is a feature that is a standard on most CRM solutions. LionDesk one-ups this by providing a bulk SMS (where the open rates are 95% on an average) functionality.

Where it lacks

While LionDesk does show you a lot of information at all possible times, the UI does feel cluttered. Additionally, transaction management and pipeline functionalities do not come with value-added benefits.

4. Wiseagent

Wiseagent is the veteran in the space of real estate CRM solutions, having been in the market for over 17 years. Although this CRM has a traditional look and feel, unlike new CRM solutions, it has a lot of features like strong automation and excellent support offerings with every subscription plan.

How much it costs

Wise Agent has a pretty straightforward pricing structure, costing $29/month or $299/year.

What it does well

  • Integrations – Wise Agent comes packed with support for many integrations to communicate and gather leads.
  • Smart data – Wise Agent helps make automation smarter with A/B testing for email responders to help you drill into what your recipients find most enticing in your email.
  • SMS – Wise Agent has an SMS functionality called ‘Wise Text,’ which allows you to text without leaving the CRM solution.

Where it lacks

Uncluttered UI is one of the most sought-after features for users. Unfortunately, this is where Wise Agent CRM falls short. The UI is distracting as there is just too much information to process at a time.

5. IXACT Contact

IXACT Contact gets close to the same sophistication-level as Propertybase by offering an all-in-one and robust real estate agent CRM solution.

How much it costs

IXACT Contact has a great pricing model. It offers the CRM free for six months for agents who have been registered for less than a year.

Besides this, they have a relatively complex pricing model.

(Note: IXACT Contact offers an ‘a la carte’ price option for real estate agents, so you don’t have to pay for services you don’t need)

  • Basic single-user CRM coupled with an agent website functionality costs $33/month
  • IDX add-ons: $13/month (standard plan), $33/month (professional plan) plus a $65 setup fee
  • Additional team members: $23/month/team member
  • Additional IDX websites: Starting at $13 per month + $65 set up fee
  • Social Stream: $20 per month

What it does well

  • Simple and clean UX – Every functionality is right where it needs to be. IXACT Contact users don’t have to keep guessing about the features, nor does it have unconventional names for standard modules. For example, the pipeline module is called ‘Business Pipeline.’ Clean and simple.
  • Smart social media functionality – IXACT Contact CRM continuously searches the web for any available social media data about your contacts and embeds this information on their profile.

Where it lacks

IXACT Contact does not have a lot of integrations. While this CRM performs a lot of other functions, a lack of a robust integration library is noticeable. Moreover, it doesn’t have built-in SMS texting.

6. Realvolve 

Realvolve CRM is a simple and end-to-end solution for real estate agents.

How much it costs

Realvolve has a segmented pricing model and depends on the number of users who will have access to the CRM. A single-user license will cost you $41/month when paid annually. A five-user license will cost you $196/month (when paid annually). A license for more than ten users will cost you around $308/month, again, when paid annually.

What it does well

  • Comprehensive workflows for every functionality – Realvolve provides automation functionalities for just about any task or activity you can think of. Besides automating email drip campaigns, you can also automate text messages.
  • Simple dashboard design – Realvolve CRM has a simple and straightforward dashboard design. This makes it easy to see at a single glance how your sales is faring. You can also customize this, allowing users to see only what is relevant to them.
  • A comprehensive library of built-in resources – Let’s face it, lots of CRM solutions have email and SMS templates right out of the box. But, Realvolve takes it a step further by providing you with a robust library of these resources right out of the box. You also get suggestions daily on how you can use this.

Where it lacks

According to users on G2, Realvolve lacks integration support, meaning you’d need to set up a Zapier flow. Amongst the native integrations that are lacking in RealVolve is Google Calendar support.

7. Pipedrive

Pipedrive is a full-featured CRM focussed on visual aspects. It has a visual overview of the entire sales pipeline with drag-and-drop functionalities. This makes it ideal for first-time users of CRM and for users who prioritize easy and straightforward lead and contact management.

How much it costs

While the basic plan* costs $15/month with basic features, you’d have to spend $29 to get access to some of the more complex features. Using revenue forecasts and access to teams will cost you $59/month, while their highest-tiered plan costs $99/month for enterprises.

* Paid monthly

What it does well

  • Intuitive – This is one of Pipedrive’s biggest advantages. Its great pipeline feature makes it easy for your agents to quickly view the status of your deals (both new and old) throughout your sales process.
  • Easy to set up and use – Pipedrive’s excellent UI makes it easy for users to navigate and find valuable information throughout the CRM.

Where it lacks

Pipedrive does not offer real-estate centric marketing templates or drip campaigns right out the box. Aside from this, according to Pipedrive users on G2, there is no concrete support over the phone.

8. Contactually 

Contactually CRM helps users discover potential leads they are missing out on. In a field where relationship marketing is a priority, Contactually makes maintaining these relationships easy with great automation functionalities and good integration options.

How much it costs

Contactually offers three pricing options, depending on the functionalities you need. Their least expensive option starts at $69/month. Their other plan costs $119/month.

What it does well

  • Email automation capabilities – Contactually’s email automation is feature-rich and even analyzes the best time for you to send out emails to your contacts.
  • Ease of use – Contactually is an easy-to-use CRM that can be navigated quite easily. So, you don’t need lots of training before you start using it.

Where it lacks

Contactually does not have competitive pricing models, and even though it offers some great features, there are better and more affordable options in the market.

Contactually offers integrations primarily via Zapier, and the lack of native integrations is discerning. There is also no SMS feature available.

9. Follow Up Boss

Follow Up Boss offers a great CRM that prioritizes lead and contact organization while placing more emphasis on team collaboration. This makes every marketing effort and outreach easy to assign and track.

How much it costs

Follow Up Boss is a bit expensive compared to the other players in the market. But, you do get access to multiple users per account. Their entry-level package offers three users with a per-user cost of $41. Bumping up to five users costs $57/month. Their more extensive plans provide accessibility for 10 and 25 users, which costs $82 and $833/month, respectively.

What it does well

  • Marketing automation- Follow Up Boss offers great functionality for streamlining your marketing tasks.
  • Native Integrations – Follow Up Boss integrates with a massive list of native applications.
  • Out-of-the-box usage – You can quickly setup Follow Up Boss CRM and get it up and running in less than a day. You don’t need a significant tutorial or access to knowledge-bases as it has a self-explanatory interface.

Where it lacks

Follow Up Boss is a CRM that emphasizes team collaboration and productivity. While this feature is great to have, it doesn’t offer anything more than what other CRM solutions do at a lesser price-point.

There are so many different real estate businesses that operate on multiple philosophies. Going by this, it is safe to say that this is one of the reasons why there are so many different real estate CRMs out there. Which one of these 9 solutions suits your business?

There may never be a concrete answer to this question. But, it depends on you and your business. Get started with one of our top picks, today and decide for yourself!

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