Top CRM Software for the Real Estate Industry: Elevate Your Client Management in 2024
12 min.

When you’re navigating the busy world of the real estate industry, effective client management isn’t just a goal—it’s a necessity. CRM software for the real estate industry serves as the backbone for this, offering tools for tracking leads, managing information, and enhancing client relations, thereby directly impacting your sales and efficiency. 

This article cuts through the noise to present the essential features of CRM software that empower real estate professionals and provide curated insights into top solutions tailored to the industry’s unique challenges.

CRM Software

Key Takeaways

  • CRM software plays a crucial role in the real estate industry by centralizing customer data, tracking leads, organizing contacts, and improving sales performance, ultimately fostering strong customer relationships and increasing efficiency.
  • Key features to look for in real estate CRM include comprehensive lead management, customizable sales pipelines, integration and automation capabilities, as well as user-friendly interfaces that cater to team-based operations and client management.
  • Effective implementation of CRM in real estate involves considering factors like pricing, features tailored to the industry, thorough data migration, and ensuring the real estate team is fully trained and supported for maximum productivity and ROI.

The Importance of CRM in the Real Estate Industry

CRM serves as a silent engine propelling business success in the real estate world. By centralizing customer data, CRM fosters strong relationships and increases customer satisfaction through scaled referral processes. 

This structured database simplifies reporting and information access, leading to efficient and productive client-agent communication. It’s worth mentioning that CRM technology’s impact on success and competitiveness in the industry is underlined by its usage; high-earning real estate agents are more than twice as likely to employ it.

CRM’s evolution from simple contact management to an indispensable tool for real estate professionals has been significant. It plays a pivotal role in:

  • Tracking leads
  • Organizing data
  • Generating more business
  • Improving sales performance

We will now delve into the ways CRM improves client relationships and bolsters productivity and efficiency within the real estate sector.

Enhancing Client Relationships

CRM systems streamline client communication by maintaining comprehensive client histories. This leads to enhanced personalized interactions and ultimately strengthens relationships. 

Wondering how it achieves this? Marketing automation is the key. Automation tools within CRM software deliver informative content and reminders to leads, facilitating continued engagement even when agents are preoccupied with other tasks.

Moreover, upon capturing leads through various online platforms, CRM software offers the following benefits:

  • Automatically initiates the client relationship with an introduction email, fostering an immediate connection
  • Segments clients by categories such as buyer or seller status, enabling the distribution of tailored communications pertinent to each group
  • Reduces the chances of missing out on leads and heightens conversion probabilities through consistent and strategic follow-up efforts

These features make customer relationship management (CRM) software an effective tool for managing and nurturing client relationships.

Client Relationships

Increasing Productivity and Efficiency

Time, as we all know, is a precious commodity in the real estate sector. This is where CRM software steps in, automating tasks such as:

  • client requests
  • property management
  • lead assignments
  • appointment scheduling

This frees up time for agents to focus on what they do best—building relationships and closing sales.

A CRM system helps to manage leads and sales processes by providing tools to:

  • Track customer interactions
  • Manage contacts
  • Centralize contact information
  • Automate marketing
  • Enhance productivity
  • Provide focused coaching

These features allow agents to focus more on building relationships and closing sales.

Integrated task management features within CRMs, including transaction management tools, contribute to the overall productivity of the real estate business by ensuring no important steps are missed.

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Key Features to Look for in a Real Estate CRM

What qualifies CRM software as a good fit for the real estate industry? The key lies in its primary features. A robust real estate CRM should offer comprehensive tools such as:

  • Lead management
  • Client relationship tools
  • A visual sales pipeline
  • A drag-and-drop interface
  • Email functionality
  • Integrations
  • Customizable reports

Selecting a CRM with customization capabilities is crucial to meet the specific needs of the real estate business, whether it’s a specialized solution or a general-purpose CRM adapted for real estate purposes.

Consider, for example, CRMs like Freshworks and CINC CRM, which cater to the unique demands of real estate professionals by providing essential customization features such as:

  • Lead scoring
  • A built-in phone system
  • Customizable sales activities
  • Comprehensive pipeline views
  • Team management tools

These features are critical for real estate agents focusing on team-based operations and lead nurturing. Let’s further examine some of these key features.

Lead Management and Tracking

Leads in the real estate industry can stem from a variety of sources, including online inquiries, referrals, and open house attendees. Understanding these sources is critical to lead nurturing and campaign effectiveness. 

CRM systems such as Placester and SmartBug assist in evaluating the quality of leads, facilitating their categorization into high-priority or low-priority segments for effective management.

Real estate professionals encounter various challenges in lead management, including:

  • Tracking
  • Organizing
  • Segmenting
  • Nurturing
  • Ensuring timely follow-ups

All of these are crucial for sales pipeline management. Technologies like LionDesk’s AI assistant significantly aid in the qualification of leads, while landing pages created within the platform are instrumental in capturing lead information. 

CRM software also provides advanced reporting features that allow visibility into the performance of agents, teams, and lead sources, thus enhancing the tracking process.

Lead Management and Tracking

Customizable Sales Pipelines

The ability to visualize your sales pipeline can revolutionize your approach. CRM tools with visualized sales pipelines allow real estate agents to:

  • Track progress with each client
  • Personalize the journey through each sale phase
  • Represent significant customer interaction milestones
  • Prevent deals from slipping through due to oversight
  • Ensure better team coordination

Small businesses or brokerages that require straightforward CRM functionalities especially benefit from the visual pipeline feature, aiding in deal cycle management. CRM systems for real estate may include customization options for modifying:

  • pipeline views
  • deal stages
  • deal amounts
  • other relevant aspects

This allows the system to fit varying business needs.

Integration and Automation

Any CRM software’s superheroes are undoubtedly integrations and automation. They can automate many routine tasks for real estate agents, such as scheduling appointments and sending reminders, leading to increased productivity. Automated workflows within CRM systems can trigger actions like posting to social media and sending analytics reports, streamlining the marketing and lead management processes.

Moreover, integrating a CRM with third-party apps like MailChimp or Hubspot facilitates targeted marketing campaigns, while syncing with tools like Google Apps or Outlook optimizes daily communication tasks. 

Real estate agents can thus manage their activities on the go and enhance productivity through features like mobile access to CRM functions and AI-powered

suggestion tools.



If you need a CRM system for a certain location, i.e. a country, you definitely have to localize it. When we worked on a Nordic real estate project (its name is under NDA), the importance of localization was paramount in ensuring the application met the specific legal and cultural needs of the region. 

To achieve this, ProCoders conducted in-depth research into the Nordic countries’ real estate laws and regulations, engaging with local legal experts to ensure accuracy. Our development team then meticulously implemented these details into the app’s features, such as the partially automated contract development and signing process, which was designed to comply with local legislation while being user-friendly. 

This careful approach to localization not only enhanced the app’s functionality but also significantly improved the user experience for both landlords and tenants.

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Elevate Client Management in 2024! Partner with ProCoders for unparalleled CRM development that meets the unique challenges of the real estate industry.

Top CRM Software Solutions for the Real Estate Industry

Having explored the importance and key features of CRM software, we can now turn our attention to some of the industry’s leading CRM solutions that have made a significant impact in the real estate sector. Options like:

  • Pipedrive
  • Wise Agent
  • kvCore
  • Market Leader
  • Salesforce
  • Propertybase
  • Monday sales CRM

The best real estate CRM solutions, often referred to as good real estate CRM systems, have proven to be the best CRMs for real estate professionals, including many real estate agents. These real estate CRMs offer key features like lead management, integrated marketing, and contact management, which are essential for increasing sales and client management efficiency.

Some CRMs, such as:

  • Propertybase – comes with flexible contact management systems, lead distribution, and performance analytics
  • Market Leader – provides integrated lead generation with CRM
  • Salesforce – stands out with its customizability and marketing automation
  • LionDesk – offers unique communication features such as a customer number and monthly credits for texts and video messages

We will now investigate more about these CRM options.


First on our list is Pipedrive. This CRM offers:

  • An intuitive user interface that provides full-funnel visibility, showing where each contact is in the sales pipeline
  • Seamless updating and management of client and property details, including photographs, within Pipedrive’s system
  • Customizable workflows that allow real estate professionals to create separate pipelines for different client types such as properties, investors, and buyers

Pipedrive also enhances transaction management with capabilities for monitoring progress, payments, and contractual agreements. It can integrate seamlessly with over 400 apps, including essential social platforms and social listening tools. 

Moreover, in-depth analysis and smarter reporting tools in Pipedrive aid real estate agents in understanding key metrics and improving decision-making.

Zoho CRM

Next, we have Zoho CRM, a platform that allows for complete customization to tailor its features to the unique processes of real estate agents. Real estate professionals can manage all post-sales activities within Zoho CRM, including:

  • the creation of quotes
  • invoices
  • price books
  • bills

One of Zoho CRM’s standout features is its seamless integration with real estate platforms like Zillow, providing consolidated property data at the fingertips of agents.

Built-in campaign tools and self-service portals in Zoho CRM facilitate direct marketing to potential clients and connections between sellers, buyers, and the real estate business. To top it off, over 40 built-in analytics reports in Zoho CRM help real estate agents track sales pipeline metrics and forecast revenues effectively.


Let’s talk about LionDesk. This CRM distinguishes itself with unique features like video messaging and an AI assistant named Gabby, aiming to enhance client engagement and efficiency. 

Whether it’s sending out a personalized video message to a client or leveraging the AI assistant for qualifying leads, LionDesk offers innovative solutions that can streamline the workflow of real estate professionals.

The power of LionDesk lies in its ability to:

  • Foster immediate connections
  • Maintain client engagement
  • Adopt innovative technologies like video messaging and AI
  • Empower real estate professionals to stay ahead of the curve
  • Meet the evolving demands of their clients

Follow Up Boss

Last but not least, we have Follow Up Boss. This CRM offers a comprehensive solution for real estate agents to centrally manage communication history, tasks, and automated reminders. 

It includes key features like automated reminders, task management and productivity tool integrations which are fundamental for managing and nurturing client relationships in real estate.

The platform emphasizes customization and flexibility to adapt to changing needs of real estate teams. Some key features of Follow Up Boss include:

  • Managing communication history
  • Setting up automated reminders
  • Bringing everything under one roof, making it easier for real estate professionals to manage their tasks and stay organized.

Additional Solution: Omnibnb

Additionally, if you manage a portfolio of properties and seek to streamline or even automate communication with your tenants, consider implementing Omnibnb by ProCoders within your CRM strategy. 

This AI-powered platform is not only a boon for Airbnb hosts but can revolutionize the way landlords engage with tenants. With its chatbot technology, Omnibnb facilitates instant, accurate responses to tenant inquiries regarding property amenities, lease details, or special accommodation requests. 

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Maximize Efficiency with ProCoders! Our developers are ready to build a real estate CRM that’s perfectly suited to your business requirements.

Implementing CRM Software in Your Real Estate Business

While investing in a CRM is the initial step, the real challenge comes with its effective implementation in your real estate business. To do this, you need to consider several factors such as pricing, ease of use, and special features tailored to the real estate industry. 

Syncing the CRM with your calendars can streamline scheduling and reduce the need for extensive communication. Additionally, real estate businesses can make informed decisions by using CRM dashboards to access real-time insights.

We will now turn our attention to two critical aspects of CRM implementation: data migration and setup, and training and support.

Data Migration and Setup

When implementing a CRM, transferring all existing client data accurately is crucial to keep up continuity and to ensure the system is immediately usable. During the data migration process, duplicate records must be managed by a dedicated team to identify and merge or delete them to avoid redundancies. 

Moreover, before migrating, incomplete or outdated data should be reviewed and cleaned to maximize efficient tracking in the new CRM system.

It’s also important to establish clear rules for ownership and relationship management prior to data migration to prevent conflicts among users. While CRM providers may offer free data migration tools, these may not cover all specifics of real estate data, hence careful preparation and review of data prior to migration is advised. 

Engaging with CRM consultants who specialize in the industry can ensure a successful data migration and adapt the CRM to the business’s unique needs.

Data Migration

Training and Support

Once the CRM is set up, the focus shifts to getting the real estate team up to speed. Comprehensive training is crucial to ensure they are comfortable and proficient in using the CRM’s features. 

Continuous support from the CRM provider can significantly impact the effective implementation and ongoing usage, with services like Follow Up Boss offering 7-day-a-week phone and email support.

Quality customer support is essential for getting value out of the CRM, as timely and helpful assistance can resolve queries and issues as they arise. So, it’s not just about choosing the right CRM but also ensuring that your team is fully equipped to make the most of it.

Measuring the ROI of Using a CRM in Real Estate

Now comes the million-dollar question: Is the return on investment from your CRM satisfactory? The ROI for a real estate CRM can be determined using the formula: 

ROI = (Net Profit / Total Investment) * 100

Considering all costs associated with the CRM, such as subscription, training, and additional licenses. CRMs contribute to sales growth by:

  • freeing up agents to sell more
  • aligning sales and marketing efforts
  • enhancing conversion rates
  • establishing effective sales practices

Real estate agencies can manage costs more effectively with CRM software by reducing system overlaps, enhancing processes through automation, and potentially eliminating unnecessary processes. Intangible benefits, such as improved information sharing and collaboration among team members, also positively contribute to CRM’s ROI in real estate. 

By utilizing CRM analytics for reporting and tracking sales performance, you can gain insights into which marketing and sales strategies are successful, influencing ROI.

ProCoders Experience with Real Estate CRM

ProCoders recently partnered with a Nordic real estate company facing delays due to an underperforming team, providing a Team as a Service solution that significantly improved progress. Tasked with fixing their tech-driven solution for property management of real estate renting, taking strict legislation into account, ProCoders assembled a highly skilled team of developers who tackled the project’s complexities. 

This collaboration resulted in a product now used by thousands of landlords across the Nordics, offering features like:

  • property management
  • tenant communication
  • automated contract development and signing
  • automation for multi-apartment buildings
  • automation of payments and inspections

all tailored to the region’s legal requirements. The project strengthened ProCoders’ ability to quickly assemble proficient teams, maintain open communication, and deliver innovative solutions within tight deadlines, ultimately enhancing the legal and management system of Nordic real estate.


In the fast-paced world of real estate, a robust CRM is no longer a luxury but a necessity. From enhancing client relationships and boosting productivity to offering customization options and key integrations, CRM brings diverse capabilities to the table. 

Whether it’s Pipedrive, Zoho CRM, LionDesk, or Follow Up Boss, each CRM platform presents unique features tailored to the needs of real estate professionals. Implementing CRM software effectively in your real estate business and measuring its ROI are crucial steps in your journey toward success. With the right CRM, you have the power to revolutionize your real estate business and stay ahead of the curve.

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Take Your Real Estate to New Heights! With ProCoders developers, you can have a CRM that elevates your client management and sales strategies.
What is the best CRM for real estate?

The best CRM for real estate depends on your specific needs. Some popular options include Wise Agent, LionDesk, Zoho CRM, and, among others. It’s essential to consider factors such as overall functionality, AI tools, integrations, lead evaluation, scalability, and cost-effectiveness before making a decision.

What software do realtors use?

Realtors often use customer relationship management (CRM) software like PropertyBase, Boomtown, Realvolve, and Top Producer to manage client interactions, automate workflows, and improve communication. These tools help streamline their work and enhance client relationships.

Do you need a CRM as a real estate agent?

Yes, as a real estate agent, it is crucial to have a CRM to manage leads, nurture client relationships, and ensure a systematic lead management process.

What are the key features to look for in a real estate CRM?

When selecting a real estate CRM, it’s important to prioritize features such as lead management, client relationship tools, visual sales pipeline, drag-and-drop interface, email functionality, integrations, and customizable reports. These features can greatly enhance your real estate business.

How can I implement CRM software effectively in my real estate business?

To effectively implement CRM software in your real estate business, consider factors such as pricing, ease of use, and data migration, and provide comprehensive training and support for your team. This will help ensure successful implementation and utilization of the software.

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