What does crm stand for in real estate

What is a CRM in real estate?  Real estate CRM software is a realtor’s and property agent’s secret deal-closing weapon. It is a way for high realtors to stay organized, transfer tenants and potential customers down their sales funnel, and, most importantly, close sales on properties. In fact, Real estate sales professionals are 30.2% more productive when utilizing a CRM system.

What is a Real Estate CRM System?

A CRM system helps any firm interact with leads, prospects, and existing prospects. It keeps all of the details about clients on file (buying history, communication, e-mail trails) so corporations can keep on top of relationships, enhance buyer retention, and, hopefully, build their bottom line.

what is a real estate CRM system

In the world of real estate, a CRM platform can assist realtors to automate mundane tasks (such as data input) and assist them to keep on top of consumers who’re keen to invest in a property.

Think about all of the tasks you must handle on a day-to-day basis as a realtor. You’re juggling meetings, property proposals, emails, payments, open houses… the list is countless. Read the article on real estate process management for more insights.

CRM systems are built to automatically collect important information, showing you how relationships with your prospects are being managed. This helps you analyze performance and deal with any leaky holes.

So in the easiest terms, think of a modern CRM software program as a unique system for managing client relationships.

But to learn how a CRM can benefit realtors, brokers, and property managers, let’s begin with the fundamentals: data input.

It’s an unavoidable time suck. Adding customer information into your workflow takes up valuable time when you can be closing or nurturing potential customers.

A CRM system keeps monitor of where every potential deal stands at every stage of your pipeline. It allows you to arrange all your sales actions: from cold calls and open houses to deal signings.

When it involves real estate sales, the process is king. Real estate brokers rely heavily on repeat business and networking opportunities, so a disorganized process leads to lost prospects and missed opportunities.

CRM systems enable realtors to move clients through the sales funnel in a methodized way. They help agents keep on top of high communication volume, automate processes, enhance relationships and quickly determine materials in one consolidated place.

Why Should You Use a Real Estate CRM?

Do you know 45% of customers of CRM software programs are in both the real estate, consulting, or insurance markets the biggest percentage, 25%, is real estate? What do these sectors have probably the most in common? The need to centralize contact management.

Realtors deal with lots of issues in their everyday workload. Anything that can reduce stress and make life more productive for brokers is a plus.

CRMs built for Real Estate have eliminated everyday issues faced by realtors. Some of the biggest challenges real estate corporations can solve with a CRM system are:

  • Agents who need to juggle excessive volumes of data all at once
  • Clients and landlords who need quick responses to their queries
  • Agents who’re on the go and want a cloud-based software program solution
  • Agents who want to keep in contact with former clients to boost relationships
  • Agents need to quickly identify what’s working and what’s not without mulling over Excel spreadsheets.

For example, real estate managers should spin many plates during their workday. CRM software programs can provide real estate managers a way to keep track of the status of all customers and leads.

A typical day will be a whirlwind of client conferences, catching up with different brokers, conducting open houses, and scrambling to satisfy different duties like data entry in between it all.

The benefits of a CRM could be a godsend for realtors on the move. CRMs are cloud-based so that you’re able to effectively take your office with you and have any related data on hand, fast.

sales funnel

Working in real estate, you perceive the importance of robust relationships. They can provide you a head start on a new property before it’s listed. Good relationships additionally allow you to calculate a fair value, gauging what’s hot in the market.

But most importantly, great relationships spark word-of-mouth referrals. To maximize your relationships, you must check infrequently. Providing new ideas and sharing potential properties with clients are all actions that may strengthen these strategic relationships.

You need the right info, at the right time, at your fingertips, be that on available properties, active and potential clients, or neighborhoods. This data should be available to as many of the right clients as possible.

How can you keep track of all this? By using a superb real estate CRM system. One that’s simply customizable for your specific needs.

What are the benefits of CRM systems in Real Estate?

Improving efficiency and organization are among the largest “wins” most realtors can achieve by utilizing a CRM. Many realtors turn to CRM software programs to boost firm growth, along with the powerful features the software system provides.

Fast Lead generation

CRM system was found to boost lead generation. The capabilities included in the real estate CRM system improve lead by allowing brokers to properly track leads, opportunities, and offers.

Analysis of the leads by detailed reporting informs smarter selections on future lead generation efforts.
When integrated with different solutions, these lead generation capabilities are amplified.

Connect social media and website information to better understand every lead’s intent and interests primarily based on their interactions with your firm.

Connect your CRM data to your advertising and marketing automation to track demographics, lead time, marketing campaign ROI, and other elements contributing to your lead volume.

Respond Faster to Buyers Inquiries

The period of time it takes to reply to inquiries can immediately influence your sales. The quicker you’re at it, the better. Salespeople typically have a better probability of connecting with a lead if they reach out within 5 minutes of an inquiry.

As an agent, you can achieve this simply with the correct CRM for real estate corporations.  Lots of real estate CRMs include configurable auto-responders that allow you to reply to inquiries even when you’re not physically available to reply. You can customize the messages based on the precise action taken by the client.

Since you’re the one customizing the messages, it’s your probability to create content that’s personal and engaging. This way, the prospect already feels like part of your corporation, and that when you say “someone from our team will reach out to you soon”, you indeed mean it.

Automate Business Processes

The ability to automate is among the largest advantages of real estate CRM for brokers and commercial real estate organizations. Automation removes redundant duties that may slow down the progress of closing a deal.

Automated enterprise processes can include everything from information entry automation to auto-logging phone calls and e-mail interactions.

If lead standing modifications, automated processes can update that data within the CRM without manual work. If a form is submitted via your website, that contact can be automatically created in your CRM.

CRM automation can even trigger personalized emails about new listings or congratulatory emails to new customers. Eliminating unnecessary manual data entry and client follow-up is a robust tool to free up brokers’ time and focus on revenue-producing tasks.

Retain More Customers

retain more customers equally as important as acquiring new prospects as retaining those you have already got. Remember, only a few things matter more than relationships in the real estate business.

To maintain this going, even after closing a buyer, you need a platform that will help you execute it effortlessly. Hence, the importance of CRM in real estate corporations.

With CRM, you can communicate with your clients on certain occasions through e-mail. You can send them newsletters containing happenings in your corporations or referral campaigns for when they recommend you to new prospects.

To a more behavioral stage, you can send them emails on their birthdays or during the anniversary of their property purchase.

Also, referrals only work when a buyer has you on the top of their mind. Achieve this by implementing an effective buyer retention strategy into your CRM.

The top CRMs for real estate.

CRM software is a fantastic tool for any company, but it takes effort to get up. A lot of the setting is ready for realtors straight out of the box when you use a real estate CRM.

Best focused real estate CRMs:

1. Contactually

Our #1 overall suggestion for real estate CRM software is Contactually by Compass. This solution provides everything you need to manage client relationships at scale, from single agents to small teams to huge brokerages.

Contacts can be segmented by categories such as present clients, new leads, network, housing criteria, and more using the software. Contactually understands that not every client is the same. As a result, it’s critical to personalize contact with hot prospects, old friends, and current clients if you want to be successful.

Contactually’s custom templates make it simple to produce automatic and personalized communications.

Contactually can also be used to analyze your sales pipeline, monitor your team’s productivity, and automate time-consuming operations.

Contactually also has the following top features and benefits:

Professional and Accelerator are the two Contactually plans. The monthly subscriptions start at $69 and $119, respectively.

For brokerages, Contactually will support you in putting together an agent-first tech stack to manage and boost your team’s engagement and productivity.

A two-week trial of Contactually is available for free.

2. Propertybase

Propertybase offers a wide range of services to real estate firms.

They offer marketing, website construction, and lead generation tools in addition to an excellent CRM system.

Propertybase is used by over 2,000 brokerages and 200,000+ agents in over 60+ countries. Their programme is adaptable to any business size.

You’ll have a centralized place to handle all of your contacts with Propertybase’s real estate CRM. In addition, the software integrates with all of your lead sources, including Zillow, Trulia, your website, and others.

Using this application, you can automatically route new leads to the right team member based on pre-defined rules and processes.

Here are a few more of Propertybase’s best features and benefits:

  • Dashboard reporting in real-time
  • Database smart lists
  • Follow-ups that are automated and highly targeted
  • Keep track of agent commissions and key performance indicators (KPIs).
  • Organize listings
  • Integration of the Multiple Listing Service
  • Integration with a calendar
  • Workflows automation

Overall, Propertybase goes above and beyond what a standard CRM solution would provide.

Propertybase’s pricing isn’t published online. To get a demo and special pricing, you’ll need to contact their sales staff. The software is maybe a little too complicated for individual real estate brokers and small businesses. Propertybase, on the other hand, will undoubtedly help larger brokerages.

Request a demo and get a free 14-day trial.

3. Streak

Streak is a simple CRM solution that is ideal for single users.

It’s a fantastic way to manage leads right from your Gmail inbox.

Streak is a general-purpose CRM, unlike the other products on our list. However, real estate brokers are one of its most common use.

You can do more with your Gmail mailbox thanks to the programme. It’s a better way to organize your contacts and keep track of everything in one spot.

Furthermore, there is no learning curve. You’ll be working with a programme you’re already comfortable with.

Set permissions, track performance, and aggregate statistics while managing and sharing documents. You’ll know exactly who to call and when to approach them thanks to Streak’s sophisticated outreach capabilities.

Some functionalities are missing, such as drip campaigns and automated communications. Message snippets, on the other hand, can help you save time with common communications like contract instructions, view requests, and tour confirmations.

For basic use, Streak CRM for real estate is free. Email tracking, mail merging, and other key CRM functions are included.

You’ll need to switch to a paid subscription if you want additional capabilities like shared pipelines, unlimited data, priority support, or advanced CRM tools:

Solo — $15 per month per user
Pro – $49 per month per user
Enterprise: $129 per month per user

While Streak has plans and solutions for larger groups, I would only recommend it to single users. You can find better team collaboration and brokerage services elsewhere.

4. Real Geeks

Real Geeks will be a top choice for those of you looking for a single solution for CRM and real estate marketing.

The programme has everything you’ll need to run your real estate firm, including social media marketing tools and even home valuations.

They can also help in creating unique landing pages for your website. As a strategy to attract new clients, provide a house value tool on your landing pages. After entering their address, a visitor will be asked to provide contact information before seeing the worth of their home. The new lead will be added to your CRM and contact list automatically.

The following are some of Real Geeks’ best features and benefits:

  • Marketing tools for social media
  • Drip campaigns on autopilot
  • Notifications of new leads
  • Bulk emailing
  • Workflows created to order
  • Tracking the origins of your leads
  • Reports on agent behavior
  • Lead routing

Zillow, MailChimp, Zapier, Trulia, Realtor.com, and other third-party services are all integrated with the programme.

Single agents, teams, and brokerage businesses all have Real Geeks solutions. To get started, request a demo and get custom pricing information from the Real Geeks sales team.

5. Wise Agent

Wise Agent is a simple and cost-effective real estate CRM solution.

It’s also really simple to use, but it has all of the tools that any team could require to get work done.

For small groups, I strongly suggest it. You get a centralized database for client information with the software. It also includes clever marketing automation and transaction management features.

Drip marketing campaigns, reporting tools, monthly newsletters, unlimited document storage, social network integrations, lead automation, and customized landing pages are all included in all levels. Wise Agent also provides outstanding customer service, including unlimited training, one-on-one onboarding, and free 24-hour support.

The following are some of the best features of Wise Agent:

  • Tools for landing pages
  • Commission Reports
  • Management of transactions
  • Tools for landing pages
  • Automated lead generation
  • Text messaging
  • Team features
  • Management of contacts
  • Tools for time management

Anything can be integrated with the programme. As a result, you can easily integrate Wise Agent with your existing tools and applications.

Month-to-month pricing starts at $29 per month. With a yearly contract, you can receive two months free. Your package includes a total of five users, which is ideal for small groups. Additional users come at a fee. Wise Agent is available for a 14-day free trial.

6. Rethink CRM

For commercial real estate managers, Rethink CRM is the ideal solution.

This programme provides everything you need to handle leads, prospects, and customers for your commercial properties, whether you’re a broker or a CRE agent. This is due to the fact that their software is simplified and tailored to fit your specific requirements.

Commercial renters, commercial landlords, buyers, sellers, investors, commercial developers, and capital markets are all covered by the programme.

Here’s a brief rundown of Rethink CRM’s key features and advantages:

  • Reports in detail
  • Lease management
  • Client requirements
  • Management of pipeline
  • Management of prospect
  • Stacking plans that are updated in real-time
  • Dashboards that are unique to you
  • GEO search

These tools can help you estimate income, manage lease expirations, minimize vacancies, and more.

Overall, Rethink CRM is the most comprehensive CRE solution available today.

It is, nevertheless, tailored to the needs of commercial real estate. As a result, if you’re selling residential properties, this programme won’t be able to meet your requirements.

7. Follow Up Boss

Follow Up Boss is a real estate CRM software that comes with many extra tools and features for marketing and monitoring.

The programme works with over 200 different lead sources, including Realtor.com, Zillow, Homes.com, Facebook, and others. Take your leads from these numerous sources and distribute them to your team automatically.

When a new lead is added to the CRM, they are immediately assigned to a predefined action plan. You can quickly connect with prospects by sending them emails or messages. It’s one area where all outgoing calls, messages, emails, and voicemails may be managed.

Make smart lists of potential buyers and prospects. Identify persons who need to be reached quickly. Create unique templates for lunch meetings, house tours, and new property referrals, among other things.

Follow Up Boss CRM also has the following features:

  • Calendar synchronization with Google
  • 7 days a week customer service
  • Apps for Android and IOS
  • Campaigns in the dripping mode
  • 2-way e-mail sync with Gmail and Office 365
  • Onboarding with a focus

Follow Up Boss provides strategies for teams of various sizes.

Smaller organizations will benefit from the entry-level plan, which starts at $69 per user per month. The second tier, which covers up to 10 users, costs $499 per month. The top-tier package, which can direct collaboration to 30 people, costs $1,000 per month.

While the prices appear to be costly at first glance, when broken down per user, they are actually fairly reasonable. The charges shown above are all based on a month-to-month basis. With a yearly contract, you’ll receive two free months.


CINC is a real estate CRM that allows agents to gather and handle leads on a large scale. Year over year, agents that use this programme often boost lead generation by up to 30% while lowering cost per lead by 20%.

The software is set up to attract both buyers and sellers who are actively looking for a home.

Once you have the new lead’s contact information, the CRM software provides everything you need to interact with them based on certain criteria.

CINC can be used to nurture new leads along the sales funnel. You’ll be able to follow the process and eventually generate more conversions using CINC’s extensive pipeline dashboards.

Organize your leads into distinct categories, and make use of team management features if your company has many agents. CINC also provides solutions to help you in retaining clients for the long term.

There are four versions of the CINC software:

  • CINC Pro – designed for teams
  • CINC Pro Agent – for single agents
  • CINC Pro Enterprise – for expanding brokerages
  • CINC Pro Lender – Instead of waiting for realtors, CINC Pro Lender enables lenders to flip the lead funnel.

In general, CINC is an excellent tool for generating leads and managing connections. However, the programme is missing several of the more typical CRM capabilities and automation. Rather than being a general-purpose real estate CRM, it focuses on a specific use case.

How to Choose the Right Real Estate CRM for you

There is no such thing as a real estate CRM that is “ideal for everyone.” There are a few things to consider while looking for the finest software for your needs.

The aim is to discover a solution that works with your business model. You shouldn’t have to alter your workflow to fit your CRM; it should be the other way around. The better job you do to analyze your demands, the fewer adjusting and difficulties you’ll have when it comes to implementing your new real estate CRM.

This is the approach I took while selecting the winners in this guide. I’ll go through each of these factors in further depth below to help you figure out what’s ideal for you.

Commercial vs. Residential

Most real estate CRM programmes are aimed to help buyers and sellers manage their homes. If you work in commercial real estate, you’ll need to locate a CRM that’s tailored to the industry.

Commercial real estate CRM software includes features such as commercial lease management, commercial buyer and seller representation, vacancy management, and more. Even features to handle communications with commercial developers are included in the top CRE CRM software.

So, when you’re out shopping, make sure you select software that fits the category of the properties you’re listing.


Automation is one of the finest features of using CRM to handle real estate communication. Leads are automatically followed up with as soon as they give contact information. Personalize notifications depending on pipeline activities or stages.

When you’re working at scale, you want to automate as much as possible while still retaining a high degree of customization with your customers.

So look for a real estate CRM with automated communication and workflow tools that don’t make you seem like a robot.


You’re probably using a variety of other tools to handle your listings and clients as a real estate agent.

It’s critical that you pick a CRM that works well with those other third-party applications. You’ll be forced to switch between various displays and applications if you don’t. Everything should, ideally, be handled from a single dashboard. At all costs, avoid manual data input. That defeats the whole point of CRM.

Team Size

Are you the only real estate agent? Do you work for a company with a large number of employees? Do you work for a major brokerage firm?

Each of these circumstances will require distinct real estate CRM capabilities and solutions.

Automatic lead routing to individual agents, for example, is a must-have feature for agencies and brokerages. How else will you know which agent will be in contact with fresh leads?

An individual agent, on the other hand, would not require such a tool. Instead, they’d just need to organize new contacts by type, such as referral source.


What is the finest real estate CRM currently available? Our best choice is Contactually.

However, depending on your individual use cases and requirements, there are a variety of different real estate customer relationship management systems to explore.

Here’s a rundown of all of my favorites:

  • Contactually – Overall Best Real Estate CRM
  • Propertybase – Good for Real Estate Brokerage Companies
  • Streak – Perfect Real Estate CRM for Gmail Integration
  • Real Geeks – Best Estate Marketing Solution
  • Wise Agent – Perfect Real Estate CRM for Small Teams
  • Rethink CRM – Best CRM System for Commercial Real Estate (CRE)
  • Follow Up Boss – Best CRM Tool for Communication
  • CINC – Perfect Real Estate CRM for Lead Generation

Propertybase is perfect for real estate brokerages. Small teams will love Wise Agent. Use Real Geeks if you need a CRM and marketing solution from a single vendor. For commercial real estate, check out Rethink CRM. Follow Up Boss, CINC, and Streak are among the other popular choices.

Using this advice, you’ll be able to select the best real estate CRM for your specific requirements. I made sure that there was something for everyone.

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