SFDIFY
The best CRM for real estate depends on how your leads arrive. If most of them come from portals and your website, start with Follow Up Boss, which lets you "Connect any lead source and website" and "Customize lead distribution" from $69 per user per month [1]. If you want transaction checklists and drip campaigns on a budget, Wise Agent starts at $49 a month for up to five team members on a shared login [2]. If you would rather adapt a general sales CRM with your own pipelines, Pipedrive starts at US$14 per seat per month billed annually [3].
Real-estate-specific CRMs build lead intake, follow-up and transaction tracking in. General CRMs make you build that yourself, but can be cheaper per seat and more flexible.
How we chose
We compared seven CRMs a solo agent or small team would realistically shortlist: three built for real estate (Follow Up Boss, Wise Agent and Real Geeks), three general CRMs that agents commonly adapt (Pipedrive, monday CRM and Keap), and HubSpot's free CRM as the no-cost baseline. We looked at lead intake, routing, drip follow-up, transaction tracking and monthly cost for one to ten users, using only each vendor's own pages on the date in the sources. We did not run hands-on trials and do not score products.
Best CRM for real estate: side-by-side comparison
| Product | Best for | Starting price | Notable |
|---|---|---|---|
| Follow Up Boss | Agents and teams buying portal and website leads | $69/month per user (Grow) [1] | "Unlimited contacts, lead sources and integrations" [1] |
| Wise Agent | Budget-minded solo agents and small teams | $49/month, or $42/month billed annually [2] | Transaction checklists and drip campaigns built in [4] |
| Real Geeks | Agents who want an IDX website, CRM and paid leads in one package | $399/month plus a $500 setup fee [5] | Lead routing and lead ponds included [5] |
| Pipedrive | Agents who want a flexible pipeline CRM | US$14/seat/month billed annually (Lite) [3] | Pipelines for "properties, investors and buyers" [6] |
| monday CRM | Brokerages that want custom boards and AI agents | $12/seat/month billed yearly (Basic) [7] | "Plans start from 3 users" [7] |
| Keap | Agents whose business runs on email and SMS automation | Starting at $320/month [8] | Implementation services are required [8] |
| HubSpot CRM | Agents who want a free starting point | Free; Starter from $15/month per seat [9] | "100% free with no expiration date" [9] |
Follow Up Boss — lead routing for agents who buy leads
Follow Up Boss is a real estate CRM built around lead flow, which matters most if you pay for portal and website leads.
Verified features: The entry Grow plan lists "Connect any lead source and website," "Customize lead distribution" and "Automate follow up with Action Plans," plus calling, texting and email from inside the app [1].
Pricing: Grow is $69 per month per user, and calling is an add-on at $39 per user on monthly billing [1]. Pro is $499 per month and includes 10 users, with unlimited calling and texting for all users [1]. There is a 14-day free trial [10].
Strengths: The clearest fit here for routing leads from many sources to the right agent, and every plan includes "Unlimited contacts, lead sources and integrations" [1].
Limitations: For a solo agent it is one of the pricier options once you add calling. The pricing page does not list transaction checklists or client portals, so you may need a separate transaction tool, and the step from Grow to Pro is a 10-user bundle.
Best fit: An agent or team that buys leads from several portals and needs fast, rule-based distribution.
Wise Agent — the budget all-in-one for solo agents
Wise Agent packages contact management, drip marketing and transaction management into one flat-priced real estate agent CRM. It describes itself as a CRM "for Agents, Teams & Brokerages" [4].
Verified features: The homepage lists drip campaigns, "Transaction Checklists," transaction portals for clients, commission reporting, and "Lead Rules and Distribution" to "Route, assign, and respond to new leads instantly without manual work" [4].
Pricing: The CRM plan is $49 a month, or $42 a month billed annually, and covers "Up to 5 Team Members (shared login)" [2]. Separate logins cost $20 a month each, and WiseText SMS costs $11 a month after a "One time $80 registration fee" [2]. A 14-day free trial is available [4].
Strengths: Transaction checklists, drip campaigns and lead rules in the base price make it the most complete low-cost real estate CRM here.
Limitations: Five team members share one login by default; giving each agent their own login costs extra, which adds up for a growing team. Texting is a paid add-on rather than included.
Best fit: A solo agent or small team that wants transaction tracking and drips without per-seat pricing.
Real Geeks — website, CRM and leads as one package
Real Geeks bundles an IDX website, a CRM, marketing tools and optional paid lead packages.
Verified features: The included CRM lists "Lead Routing," "Lead Ponds," the "Real Geeks Dialer," call routing and a CRM mobile app, and the platform includes an IDX website with real-time MLS listings [5].
Pricing: The Real Geeks Platform is $399 per month plus a $500 one-time setup fee and "Includes 2 users" [5]. Social lead packages are "$299 per package / per month" on top [5].
Strengths: If you do not have a lead-generating website yet, Real Geeks sells the website, CRM and paid lead packages as one platform.
Limitations: It has the highest starting price here, before the setup fee and lead packages. If you already have a website you like, you are paying for one you may not use.
Best fit: An agent or small team ready to spend on paid lead generation through one system.
Pipedrive — a flexible pipeline CRM you adapt to real estate
Pipedrive is a general sales CRM rather than a real estate one, but its real estate page shows how agents use it to "Create pipelines for properties, investors and buyers" [6].
Verified features: Every plan includes lead, calendar and pipeline management [3]. Growth adds "Automations and nurturing sequences" and full email sync, and Premium adds LeadBooster lead capture that can "route them automatically to the right reps" [3].
Pricing: Lite is US$14, Growth US$39 and Premium US$59 per seat per month, billed annually, with a "Free 14-day trial. No credit card required." [3].
Strengths: Low entry price and a visual pipeline that maps well to listings and buyers.
Limitations: Its pricing page shows no real estate portal connectors or IDX website, so portal leads mean an integration you set up yourself. Automated follow-up sequences start at Growth, and automatic lead routing is a Premium feature, so a team that needs both pays US$59 per seat.
Best fit: A solo agent or investor-focused team that wants a customizable pipeline and does not mind setup.
monday CRM — custom boards and AI agents for brokerages
monday CRM is a no-code, board-based CRM. It says you can customize "boards, fields, views, automations, and dashboards" without a developer [11].
Verified features: Standard adds 250 custom automations a month, and the AI versions of the plans list agents such as an outreach caller and a lead sourcer; Pro adds mass email and "Automate personalized email sequences" [7].
Pricing: On yearly billing, Basic is $12, Standard $17 and Pro $28 per seat per month; monthly prices are higher [7]. "Plans start from 3 users," and the free option is a 14-day trial [7].
Strengths: The most flexible structure here for a team that wants to design its own listing and transaction boards.
Limitations: The three-seat minimum makes it a poor value for a solo agent. Basic caps you at 1,000 active contacts and deals and "5 columns per board max" [7], and email sequences wait until Pro. Like Pipedrive, it has no built-in real estate portal or MLS features on the pages we checked.
Best fit: A brokerage or team of three or more that wants one customizable workspace.
Keap — heavy automation for agents who live in email and text
Keap is a small-business CRM built around marketing and sales automation. It says "If you can drag and drop, you can automate your business" [12].
Verified features: The platform covers CRM, email and text marketing, landing pages and forms, appointments and payments [12].
Pricing: Keap starts at "$ 320/mo" (billed at $3,195 a year), and it lists "Required implementation services" [8]. It "starts you off with 2 user licenses," and extra users are $39 a month [8]. Annual contracts carry a "$299 early termination fee" if cancelled early [8].
Strengths: The deepest general-purpose automation builder on this list, with onboarding help included through the implementation package.
Limitations: It is not a real estate CRM: there is no portal lead routing, IDX or transaction management on its pages. The price and required implementation are hard to justify for a solo agent, and automated text marketing is "only available in the U.S." [8].
Best fit: An established agent with a large past-client database that wants multi-step nurture campaigns.
HubSpot CRM — the free real estate CRM baseline
HubSpot CRM is the obvious answer if you are looking for a free CRM for realtors. HubSpot says its free CRM is "100% free with no expiration date" [9].
Verified features: The free plan lists contact management, deal pipelines, CRM import, the Breeze Assistant and a reporting dashboard [9].
Pricing: Free with no credit card; Starter starts at $15 per month per seat and Professional at $50 per month per seat [9].
Strengths: No cost to start, and you can upgrade later without migrating data [9].
Limitations: It is a general CRM: portal lead routing, listing-based drips and transaction checklists are not on the free plan list, so real estate workflows mean building pipelines and paying for automation tiers.
Best fit: A new agent moving contacts out of spreadsheets who is not yet buying leads.
How to choose the best CRM for realtors
Start with where your leads come from. If you pay for portal or website leads, routing speed matters most, and Follow Up Boss or Real Geeks handle that out of the box. If your business is mostly referrals, drip campaigns and reminders matter more, and Wise Agent, Keap or HubSpot's free plan can work.
Next, count seats. Pipedrive and HubSpot price per seat, monday CRM starts at three seats, Wise Agent covers five people on one shared login, and Follow Up Boss Pro bundles ten users.
Then decide whether you need transaction tracking in the CRM. Wise Agent includes checklists; with Pipedrive or monday CRM you build those stages yourself.
Finally, if you run property management, investing and brokerage under one roof, or have outgrown off-the-shelf tools, a custom CRM built around your own process can be cheaper than stacking add-ons. See our guide to choosing between custom, Salesforce and off-the-shelf CRMs, or our HubSpot alternatives comparison.
FAQ
Is there a free CRM for real estate agents?
Yes. HubSpot's free CRM is "100% free with no expiration date" and includes contact management and deal pipelines [9]. The real estate CRMs here offer trials instead: Follow Up Boss for 14 days [10] and Wise Agent for 14 days [4].
What is the best CRM for realtors on a budget?
Wise Agent is the lowest-cost real estate agent CRM here at $42 a month billed annually for up to five team members on a shared login [2]. For a single user, Pipedrive's Lite plan costs less at US$14 per seat per month billed annually, but it is a general CRM you adapt yourself [3].
Which real estate agent CRM is best for routing portal leads?
Follow Up Boss is the most focused option, with "Connect any lead source and website" and "Customize lead distribution" on its entry plan [1]. Real Geeks also includes "Lead Routing" and "Lead Ponds" in its platform [5].
Can I use a general CRM for commercial real estate?
Yes. Pipedrive's real estate page says it covers "land or residential, commercial or industrial properties" and lets you build pipelines for properties, investors and buyers [6]. You set up the stages yourself.
Our recommendation
If you buy leads, trial Follow Up Boss first. Solo agents and small teams watching cost should start with Wise Agent. Choose Pipedrive for a pipeline you configure yourself, monday CRM for a team of three or more that wants custom boards, Keap for long automated nurture campaigns, and HubSpot's free plan if you are not ready to pay yet.
Sources
- Plans and Pricing | Follow Up Boss — checked 2026-11-13
- Wise Agent CRM Pricing | Start Your Free Trial Today — checked 2026-11-13
- CRM Pricing Plans | Pipedrive — checked 2026-11-13
- Real Estate CRM Software | The Best CRM for Top Agents | Wise Agent — checked 2026-11-13
- Real Geeks Plans & Pricing — checked 2026-11-13
- Commercial Real Estate CRM Software | Pipedrive — checked 2026-11-13
- monday.com CRM pricing: find the plan that works for you — checked 2026-11-13
- Keap Pricing | Best CRM and Automation for Businesses — checked 2026-11-13
- Free CRM Software for Small Businesses | HubSpot — checked 2026-11-13
- The Real Estate Team OS - Follow Up Boss — checked 2026-11-13
- AI CRM Software | monday CRM — checked 2026-11-13
- Small Business CRM & Automation | Keap — checked 2026-11-13
