Agents lose deals in the gap between a portal lead arriving and the first call. A real estate CRM earns its price if it closes that gap: lead-source connections, instant routing and follow-up that runs without you.
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This list mixes purpose-built real estate CRMs with general CRMs. Ranking uses 70% fact score and 30% documented industry fit: real estate tools get full fit for features such as portal lead sources and transaction management.
One thing to check before you commit: who owns the CRM. Follow Up Boss is owned by Zillow, and its privacy notice allows sharing certain customer data with Zillow affiliates. Read the review for details.
order = 70% fact score + 30% documented industry fit · computed, not negotiated · methodology
Lead-follow-up CRM for real estate agents and teams with 200+ lead-source connections and flat team bundles; owned by Zillow since 2023.
Industry fit 10/10: 200+ real estate lead sources, lead routing and action plans. Core plan: Grow $58 /user/mo.
Low-cost real estate CRM with transaction management and drip email at a flat price for up to five team members on one shared login.
Industry fit 10/10: transaction management, real estate drip campaigns and commission reporting. Core plan: CRM $42 /mo per account.
Low-cost, deep CRM with a free plan for three users that already includes workflow automation; Standard adds email integration, built-in calling and custom modules.
General CRM (industry fit 0). Core plan: Standard $14 /user/mo.
Free CRM for two users plus a broad paid suite; Sales Hub Starter adds workflows and calling, while Professional jumps to $90+ per seat and a required $1,500 onboarding.
General CRM (industry fit 0). Core plan: Starter $20 /user/mo.
Highly customizable board-based CRM with automations and AI credits from Standard; sold in seat buckets with a three-seat minimum.
General CRM (industry fit 0). Core plan: Standard $17 /user/mo.
All-in-one real estate platform (CRM, IDX websites, lead generation, AI assistants) sold on quote-only pricing; formerly Chime.
Industry fit 10/10: IDX websites, lead generation and real estate AI assistants. Core plan: quote-only pricing.
Visual, pipeline-first sales CRM; two-way email sync and automations start on Growth, and the Nova AI assistant is included on every plan.
General CRM (industry fit 0). Core plan: Growth $39 /user/mo.
| # | CRM | Score | Core plan | 5 users / yr 1 | Free option |
|---|---|---|---|---|---|
| 1 | Follow Up Boss | 8.3 | Grow · $58 | $3,480 | 14-day trial |
| 2 | Wise Agent | 8.3 | CRM · $42 | $504 | 14-day trial |
| 3 | Zoho CRM | 6.9 | Standard · $14 | $840 | free plan |
| 4 | HubSpot | 6.8 | Starter · $20 | $1,200 | free plan |
| 5 | monday CRM | 6.2 | Standard · $17 | $1,020 | 14-day trial |
| 6 | Lofty | 6.0 | quote only | — | demo |
| 7 | Pipedrive | 5.5 | Growth · $39 | $2,340 | 14-day trial |
Compare the top 3 side by side →
Follow Up Boss ranks first on our combined fact and industry-fit score. Purpose-built tools rank above general CRMs here because portal lead sources and transaction tracking matter more than a long feature list.
Keller Williams provides its own agent platform to its agents. We do not track brokerage-internal tools; if you are with a brokerage, ask what it already provides before buying a separate CRM.