Real Estate Lead Generation

How to Choose the Best Real Estate CRM

By Meaghan Loraas Last Updated March 18, 2022 3 min read

Successful real estate agents know how to communicate. Staying in touch with clients throughout the buying process is critical for building and managing relationships and leads. However, this process looks different with every client, and it can be hard to stay on top of. Investing in real estate CRM software can help. There are plenty of real estate CRM software options available, so here are a few tips on finding the right fit for your business.

What is a CRM?

CRM stands for customer relationship management. Although they are slightly different, a real estate CRM is generally designed to guide agents through leads, meetings, and showings, creating listings, storing relevant documents, and ongoing outreach. By keeping client communication in one database, the software can help increase efficiency, track data, and support team members on the same page.

Beyond tracking contacts, real estate CRM software can also create automated email and text responses and help with marketing efforts.

Benefits of a Real Estate CRM System

Even for the most organized real estate agent, having your client data in one place can benefit you. CRM software creates a centralized system, so you won’t have to spend as much time digging through emails or lists. Before interacting with a client, you can look in the same place each time and pick up where you left off. A centralized system also benefits teams who need to share data and customer details. For example, a software solution can help your marketing team.


When it comes time to send a marketing pitch to all your potential clients or perhaps all your past clients, CRM software will quickly give you a list rather than spending hours sorting through past communication to make a spreadsheet. Reaching the right people with ease will improve your marketing efforts and save time and energy. A personalized email to the right group of people is always more effective.

Maintain Client Relationships

On track with targeted and personalized messaging, CRM software can also store important dates like birthdays and closing anniversaries. Set reminders to reach out to clients on special days to let them know you care. Thoughtful outreach can help you stand out and stay top-of-mind.

Marketing Tool with an App

Most CRM software systems also have mobile apps. With the nature of the real estate business being constantly on the go, the accessibility of an app is essential. Make sure you choose a CRM with an app feature. A few highly-rated real estate CRM apps are Premier Agent, MLS-Touch, and HubSpot.

Advanced Features

Automation features might be one of the biggest draws of CRM software for busy agents. For example, if you take calls while driving, let the software track it. Or, if you miss a call during a showing, let the software send an automated message until you can personally follow up. Quick responses build confidence with your clients. Automated marketing texts can also remind potential clients that you are there when you need them.

Overall, using real estate CRM software can benefit you by creating a centralized system, organizing client information, tracking emails and calls, automating tasks, and keeping you organized on the go.

How to Find Real Estate Software

If you feel that these features will add value to your business, start by researching and selecting three CRM systems that interest you and schedule demos. It helps to see the programs in action. Then, analyze the cost and benefits of each one. Think about what your interaction was like with the software demonstrator. This may be a good indication of whether or not the company will be helpful when you need technical support or have questions.

Here are a few options for your research:

  • Zoho
  • Propertybase
  • Lion Desk
  • Follow Up Boss
  • Wise Agent
  • Real Geeks

Visualize Your Sales Pipeline

Any organizational tool you add to your business should help you reach the ultimate goal of more sales. CRM software can help you track a lead to a closed deal.

How many times have you wondered about the status of all your leads? Using a real estate CRM program can help you filter through all your leads to see who is ready for a round of outreach, such as phone calls or emails. Whether you call or email each lead individually or send out a group email, it will be much easier to nurture your leads and visualize your pipeline. Once you have active clients, ongoing communication speeds up quickly. Think of all the calls and emails you have exchanged with recent clients – let software track that for you. There are so many additional features to choose from so that you can customize your user experience so that your CRM tool is optimized for you.

However, you choose to execute your sales strategy, tracking your hard work is essential. If you’re ready to take your real estate business to the next level, investing in a customer relationship management system may be the key.