What is a real estate CRM?
A real estate CRM is software that stores your leads and past clients, logs every call, text and email, and reminds you when to follow up. Most also automate drip campaigns, track deals through closing, and run on a phone app. It replaces the spreadsheet and the memory of who you last spoke to.
How we evaluated these CRMs
Each CRM is judged on the same seven points:
- Usability, because a CRM nobody opens does nothing
- Lead capture and routing from your lead sources
- Follow-up automation, such as drip campaigns and task reminders
- AI features and what they actually do
- Mobile app
- Transaction management and integrations
- Real monthly cost after add-ons and per-seat fees
Best real estate CRM by agent type
| If you are |
Consider |
Why |
Starting price |
| A single agent, brokerage or large team |
Carrot – All-in-one Platform |
CRM, website and lead tools in one system; see our platform reviews |
$119/mo (November, 2026) – Start Now |
| A solo agent on a budget |
Wise Agent or RealtyJuggler |
Simple setup, basic CRM functions, low price |
Wise Agent, $49/mo (November, 2026)
RealtyJuggler, $15/mo (November, 2026) |
| A solo agent who wants texting and video |
LionDesk |
Video texting, autoresponders and a dialer in one tool |
Unknown |
| A team leader |
Follow Up Boss |
Built for teams, strong usability and lead sources |
$69/mo (November, 2026) |
| An agent who wants workflow automation |
Realvolve |
Workflow-driven follow-up and transaction tracking |
$49/mo (November, 2026) |
What does AI do in a real estate CRM?
In a real estate CRM, AI usually does four jobs: scoring leads by behavior, drafting follow-up messages, routing new leads to an agent, and summarizing calls. Ask every vendor to demo each one with your own lead source. Some well-regarded CRMs have little built-in AI, so check the feature list before you pay for the label.
CRM or all-in-one platform?
A CRM manages the relationship. An all-in-one platform adds a website, IDX search, lead generation and marketing, and costs more. Solo agents rarely need the platform. Teams buying leads often do. Compare both on the platform page.
Free Real Estate CRM Software Options
Some CRMs have free plans, and HubSpot is the best known. Free plans suit agents testing the habit of logging every lead. See the [free CRM roundup] [NEED: confirm Unify has this page].
How to choose in one afternoon
Start a free trial on two CRMs. Import 20 real contacts. Set up one follow-up sequence. Keep the one you open without being reminded. Switching later is common, so a good fit now beats a perfect choice.
CRM for Real Estate Professionals FAQ
What is the best CRM for real estate agents? There is no single best. Solo agents tend to need simplicity and low cost, teams need lead routing and accountability, and brokerages need reporting across many agents. Match the CRM to your lead sources and headcount, then test it on a trial.
How much does a real estate CRM cost? Plans run from free to several hundred dollars a month. HousingWire’s 2026 list shows Wise Agent from $49 per month and CINC from $899 per month for solo agents. [NEED: Unify’s own verified ranges and date]
Does a solo agent need a CRM? Yes, once you have more leads than you can remember. A CRM sends the reminder when you are in a showing, which is when follow-up usually slips.
What is the difference between a CRM and an all-in-one platform? A CRM organizes contacts and follow-up. A platform bundles the CRM with a website, lead generation and marketing tools, at a higher price.
Will AI in a CRM follow up for me? Partly. Current tools draft messages, score leads and trigger sequences, and you still review what goes out. Test the AI on your own leads before relying on it.
How long should I trial a CRM? Use the full free trial. Most agents know within a week whether they will actually open it.
