Best CRM for real estate agents: picks for solo agents and small brokerages

You just came back from a weekend of showings with twelve new names in your phone, and you know at least three of them will go cold by Wednesday. That is the job a CRM does. The best CRM for real estate agents depends on two things: how many people use it, and where your leads come from. Solo agents watching costs should start with RealOffice360 or Wise Agent. Teams that buy online leads should trial Follow Up Boss. If you want a website and lead generation in the same package, ask Lofty for a quote. If you want to start free, or you invest rather than list, try Zoho CRM.

The picks above are labelled by use case, not ranked. Below you will find a feature table, a worked cost example for a three-agent team, and answers to the questions agents ask most. Every price comes from the vendor’s own page, read on 6 October 2026.

How do the five picks compare on features?

The biggest differences are not in contact management, which all five do, but in texting, calling and whether a website comes included. This table shows what each vendor’s official pages list. “Not listed” means the page we read did not mention it, not that the feature is impossible.

CRM	Free start	Texting	Calling	Website or IDX	Mobile	How it is priced
RealOffice360	14-day trial, no card	Not listed	Not listed	Not listed	Desktop and mobile apps	Per plan; team plan $60 for two
Wise Agent	14-day trial	Add-on (WiseText)	Not listed	Landing pages included	Mobile web app	$49 flat for up to 5 members
Follow Up Boss	14-day trial	Included	$39 per user add-on on Grow; included on Pro	“IDX websites” listed on pricing page; confirm what is included	Mobile app	Per user, or 10-user bundle
Lofty	Not stated	Included	Basic dialer included	IDX website included	Mobile app	Quote only
Zoho CRM	Free for 3 users	Not listed	Via telephony integrations	Not included	Mobile apps	Free, then per user in local currency

If texting leads is how you work, this table already narrows the field. Follow Up Boss and Lofty include it, Wise Agent charges extra, and RealOffice360 does not list it.

What does real estate CRM mean?

A real estate CRM is software that keeps every contact, lead and deal in one place, reminds you when to follow up, and shows where each deal stands from first enquiry to closing. It differs from a general CRM because it is usually set up for listings, showings, offers and transactions, so you do not build those stages yourself.

A CRM for realtors does three daily jobs:

• Capture: leads from portals, your website, open house sign-ins and referrals land in one list.
• Follow up: the CRM reminds you, or sends a text or email for you, on a schedule.
• Track: each deal moves through stages so you can see what is close to closing and what needs a nudge.

If a tool does not help with all three, it is a contact list, not a CRM.

What features should a real estate CRM have?

At minimum, a real estate CRM needs lead capture from your main sources, automatic follow-up reminders or drip campaigns, a deal pipeline, and a mobile app you will use at showings. Beyond that, the features worth paying for depend on how you get leads: texting and calling for fast response, or a website and email newsletters for sphere marketing.

Here is how to sort the extras:

• Lead routing. Only matters for teams. Follow Up Boss lists lead distribution on every plan, and Zoho documents assignment rules based on workflow conditions.
• Texting and calling. Matters if you buy online leads, where a fast first reply is the whole game. Check whether it is included or an add-on.
• Transaction management. Checklists from contract to close. Wise Agent includes it on every plan; with Zoho you build it.
• IDX website. A property-search site that turns visitors into leads. Lofty includes one. IXACT Contact sells IDX as a $50 a month add-on.
• Integrations. Count the lead sources you use today and check each one. Follow Up Boss lists 250+ integrations and Wise Agent 100+.

Skip features you will not use in the first three months. Automation you never switch on is money spent for nothing.

Do you need a real estate CRM or will a general CRM do?

A general CRM works if you are willing to build your own pipeline stages and you do not need real estate features like an IDX property-search website or transaction checklists. A real estate CRM saves setup time because those pieces are already there, but it usually costs more per user and is harder to bend to other uses.

A simple rule: if you mostly list and sell homes, start with a real estate CRM. If you also run rentals, flips or a side business, a general CRM such as Zoho CRM may fit better because you can shape it around each activity. Our guide to choosing a CRM for a small sales team covers the general checks.

How much does a CRM for realtors cost?

On published prices, RealOffice360 Essentials Solo is the cheapest paid plan we found, at $15 a month or $144 a year for one agent, with a 5-deal pipeline limit. For a small team, Wise Agent’s $49 monthly plan covers up to 5 team members, which is cheaper per person than any per-user plan here. Add-ons decide the real total.

Here is a worked example. It is an illustration built from the vendors’ published prices on 6 October 2026, not a quote. Take a small team of three agents paying month to month, each wanting to text leads:

Option	How it is priced	Monthly cost for 3 agents
Zoho CRM Free	Free for up to 3 users	$0, but texting is not listed
Wise Agent CRM	$49 for up to 5 members on one shared login; extra logins $20 each; WiseText $11 a month plus $80 one-time registration	$49 shared, or about $100 with two extra logins and texting
RealOffice360 Premium Team	$60 for two, plus $30 per extra user	$90, texting not listed
Follow Up Boss Grow	$69 per user, texting included	$207, or $324 with the $39 per user calling add-on
Lofty	Request pricing	Not published

Three things change this order:

1. Logins. Wise Agent’s base price is a shared login. If each agent needs their own, add $20 a month per extra login. The pricing page does not say how many logins the base plan includes, so confirm before you budget.
2. Annual billing. Follow Up Boss Grow drops to $58 per user a month billed yearly, and RealOffice360 Premium Team drops to $600 a year for two.
3. Team size. At ten agents, Follow Up Boss Pro at $499 a month (with unlimited calling and texting) costs less than ten Grow seats plus calling, which would be $1,080.

Is there a free CRM for real estate agents?

Zoho CRM is the only option in this list with a forever-free edition. It covers up to 3 users with contact management, workflow automation, up to 10 custom email templates and mobile apps, with no card needed. The real estate CRMs offer free trials instead: 14 days at Wise Agent, RealOffice360 and Follow Up Boss.

Free is a good start if you are new and have a few hundred contacts or fewer. Expect to spend an afternoon setting up stages such as new lead, showing booked, offer made, under contract and closed. Zoho’s free edition allows up to 10 free data exports, so you can still take your contacts with you if you move to a real estate CRM later.

What is the best CRM for a real estate brokerage?

For a brokerage or team that buys leads from several sources, Follow Up Boss is the most focused option here: it lists 250+ integrations and lead distribution, its Pro plan covers 10 users for $499 a month, and Platform covers 30 users for $1,000 a month. A small brokerage that mainly needs shared contacts can compare RealOffice360’s Brokerage Package at $125 a month for up to 20 agents.

The question to ask a brokerage CRM is not “how many features” but “who owns the contacts when an agent leaves”. Check how the tool handles that before you load your database, and write the answer into your agent agreements.

What is the best CRM for real estate investors?

Investors usually track properties and sellers, not buyers and listings, so a flexible general CRM often fits better than an agent CRM. Zoho CRM lets you build custom stages such as lead, appraisal, offer, rehab and sale, and Zoho’s real estate page lists a PropertyRadar connection. REsimpli is built for investors, with its Solo plan shown at $249 a month billed annually.

If you are an investor, make your test about one real deal: can you record the property, the seller, your offer and your costs in one place without workarounds?

What is the best CRM for real estate agents in Canada?

Of the official pages we read, only Wise Agent says it serves agents in Canada, and Zoho CRM offers Canadian dollars in its pricing currency selector. Follow Up Boss, Lofty, RealOffice360 and IXACT Contact did not mention Canada on the pages we checked. That does not mean they are unavailable there; it means you should ask.

Before signing up from Canada, ask each vendor three things: Do you bill in Canadian dollars? Does your website or lead tool connect to my local board or MLS? Where is my data stored? Get the answers in writing.

How should you organise buyer and seller leads in a CRM?

Keep buyers and sellers in separate pipelines, because their stages differ. Give every lead a source tag, a stage and a next step with a date. If a lead has no next step, it will go cold, whatever CRM you use.

A starting setup that works in any of the five picks:

• Buyer pipeline: new lead, first contact, pre-approved, showing booked, offer made, under contract, closed.
• Seller pipeline: new lead, valuation sent, listing appointment, listed, offer accepted, closed.
• Tags: lead source (portal, open house, referral, website), price range and area.

Review the “no next step” list every Monday. It takes a few minutes and is the simplest way to catch leads before they slip.

Who should skip each pick

• Skip RealOffice360 if you need built-in calling, texting or lead generation; its pricing page does not list them.
• Skip Wise Agent if every agent on a team needs a separate login and the $20 per login add-on breaks your budget.
• Skip Follow Up Boss if you are solo with few leads; per-user pricing suits busy teams better.
• Skip Lofty if you want to see a price before a sales call, or you already have a website you like.
• Skip Zoho CRM if you want real estate tools ready on day one and have no time for setup.

How to start a CRM trial without wasting it

1. Pick two tools, not five. Start both trials in the same week so you compare them on the same leads.
2. Load 20 real contacts into each, including a few cold ones and a few active deals.
3. Connect your main lead source first, such as your website form or a portal, and send yourself a test lead.
4. Set one follow-up automation, for example a text the same day and an email three days later, and check that it fires.
5. Use the mobile app at a showing. If adding a note takes more than a minute, you will stop doing it.
6. Test the exit. Export your contacts to a spreadsheet before the trial ends, so you know you can leave.

What to do next

Write down your team size, your top two lead sources and your monthly budget, then pick the two tools from this page that match. Use our software buying checklist to record what you find during each trial, and read the small-team CRM guide if you are still deciding between a real estate CRM and a general one.

The outbound vendor links on this page are ordinary links. YourTechAI has no affiliate relationship with any of the vendors mentioned.