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Best CRM for Real Estate Agents in 2026

ByAxionis.io

Last updated: April 2026

TL;DR: Follow Up Boss for serious agents who prioritize speed-to-lead. LionDesk for budget-conscious agents who need calling and texting built in. HubSpot Free if you’re just starting and need $0 commitment.

Why Real Estate Needs a Specific CRM

Generic CRMs don’t understand real estate. You need:

  • Speed-to-lead response — First agent to call wins
  • Property matching — Connect buyers to listings
  • Transaction tracking — Escrow timelines, closing tasks
  • Drip campaigns — Long nurture cycles (6-18 months is normal)
  • Lead source tracking — Know which marketing works
  • Mobile access — You live in your car, not at a desk

    • The best real estate CRMs are built around these realities.

    Top 5 CRMs for Real Estate (Ranked)

    1. Follow Up Boss — Best Overall

    $69/user/month

    Follow Up Boss is what top-producing agents and teams use. It’s expensive because it works.

    Why it wins:

  • Speed-to-lead routing — Leads distributed to agents instantly, round-robin or by rules
  • Calling built in — Click to call, recording, tracking
  • Integrations — Connects to Zillow, Realtor.com, every major lead source automatically
  • Action Plans — Automated follow-up sequences that actually get customized
  • Reporting — See which agents and sources perform

    • Best for: Teams, serious solo agents, anyone spending money on lead gen

    Not for: Part-time agents or those with minimal budget

    2. LionDesk — Best Value

    $25/user/month

    LionDesk packs enterprise features at a budget price. Best bang for buck in real estate CRM.

    Why it wins:

  • All-in-one communication — Calling, texting, video messaging included
  • AI-powered follow-up — Automated text conversations
  • Transaction management — Built-in pipeline tracking
  • Price — 1/3 the cost of Follow Up Boss

    • Best for: Solo agents, small teams, budget-conscious brokerages

    Tradeoffs: Less polished interface, fewer premium integrations

    3. kvCORE — Best for Brokerages

    Custom pricing (typically $500+/month for teams)

    kvCORE is the full platform — CRM, IDX website, lead generation, marketing automation. Built for brokerages who want one system.

    Why it wins:

  • Complete platform — Website, CRM, marketing in one
  • Behavioral automation — Triggers based on property searches
  • Smart campaigns — AI-optimized email sequences
  • Brokerage tools — Agent management, compliance, reporting

    • Best for: Brokerages, large teams, tech-forward operations

    Not for: Solo agents (overkill and expensive)

    4. HubSpot CRM — Best Free Option

    Free forever (paid tiers start at $45/month)

    Not real estate-specific, but HubSpot’s free tier is genuinely useful. Good starting point before committing to specialized tools.

    Why it wins:

  • Actually free — Unlimited contacts, unlimited users, no time limit
  • Email tracking — Know when leads open emails
  • Meeting scheduling — Calendar links built in
  • Clean interface — Modern, easy to use

    • Best for: New agents, teams testing CRM concepts, $0 budget

    Tradeoffs: No real estate-specific features, manual setup for property workflows

    5. Real Geeks — Best for Lead Generation

    $299/month + $25/lead

    Real Geeks isn’t just CRM — it’s CRM plus IDX website plus Facebook ad management. Full lead gen machine.

    Why it wins:

  • IDX website included — Home search that feeds your CRM
  • Facebook integration — Ads managed, leads flow automatically
  • Forced registration — Capture more leads from property searches
  • Automation — Drip campaigns based on search behavior

    • Best for: Agents/teams investing heavily in online lead generation

    Tradeoffs: Monthly cost is higher, requires marketing investment to see value

    Quick Comparison Table

    | CRM | Best For | Price | Calling | Texting | Transaction Mgmt |
    |—–|———-|——-|———|———|——————|
    | Follow Up Boss | Teams, serious agents | $69/user/mo | ✅ | ✅ | ❌ |
    | LionDesk | Budget-conscious | $25/user/mo | ✅ | ✅ | ✅ |
    | kvCORE | Brokerages | Custom | ✅ | ✅ | ✅ |
    | HubSpot | Free option | $0 | ❌ | ❌ | ❌ |
    | Real Geeks | Lead gen focus | $299+/mo | ✅ | ✅ | ❌ |

    What to Look for in a Real Estate CRM

    Must-Haves

    1. Speed-to-Lead Capabilities
    The agent who responds first wins 50% of deals. Your CRM should notify you instantly and make calling frictionless.

    2. Lead Source Tracking
    Know whether Zillow, Facebook, or your website produces deals. Stop spending on sources that don’t convert.

    3. Drip Campaigns
    Real estate has long nurture cycles. Automated follow-up over months keeps you top-of-mind without manual effort.

    4. Mobile App
    You’re not at your desk. The CRM should work from your phone between showings.

    Nice-to-Haves

    5. Built-in Calling/Texting
    Less toggling between apps. Logged automatically.

    6. Transaction Management
    Track escrow milestones, closing tasks, vendor contacts.

    7. Integration with Lead Sources
    Zillow, Realtor.com, Facebook — leads should flow in automatically.

    The Budget Question

    Just Starting ($0-25/month)

    Use HubSpot Free

    Get comfortable with CRM concepts. Import your contacts, set reminders, track deals. Graduate to real estate-specific tools once you’re closing deals.

    Growing ($25-70/month)

    Use LionDesk

    Best value in the space. Calling, texting, automation — everything you need without enterprise pricing.

    Serious Production ($70+/user/month)

    Use Follow Up Boss

    You’re spending money on leads. Speed-to-lead and integration quality pay for the premium.

    Brokerage/Large Team

    Use kvCORE or Real Geeks

    Enterprise features, agent management, complete platforms.

    Migration Tips

    Switching CRMs? Here’s what matters:

  • Export everything — Contacts, notes, deal stages
  • Map your fields — Make sure “hot lead” in old CRM matches new CRM
  • Don’t lose history — Import notes and activity records
  • Notify your team — Set a cutover date, train beforehand
  • Run parallel briefly — Use both for a week to catch issues

    • Most real estate CRMs have import wizards or migration help.

    The Verdict

    For most agents: Start with LionDesk. Best features-to-price ratio. Graduate to Follow Up Boss when your business justifies the investment.

    For teams: Follow Up Boss is worth the premium. Lead routing and accountability features pay for themselves.

    For testing CRM concepts: HubSpot Free costs nothing and teaches you the fundamentals.

    Don’t overcomplicate this. A CRM you’ll actually use beats a powerful CRM that sits empty.

    Want more recommendations? Check out our CRM reviews for every industry.

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