Follow Up Boss is the best CRM for real estate teams that need fast lead routing, persistent follow-up, and manager accountability across several lead sources. Wise Agent is the better value for solo agents and small teams, while Real Geeks is the strongest pick when the CRM and IDX website should come from one vendor.
Real estate CRM is not one category. A portal-driven residential team, a referral-led solo agent, and a commercial brokerage need different data models, communication tools, and transaction handoffs. This ranking uses live official-source desk research, not hands-on testing.
The shortlist
Our ranked picks
Six CRMs ranked for real estate based on lead capture and routing, response workflow, long-term nurture, property and transaction context, mobile access, team accountability, integrations, pricing transparency, and implementation burden.
Pricing checked October 15, 2026
Follow Up Boss
The strongest dedicated CRM hub for a growing team that wants to keep its lead-generation and website options open.
Full review ↓- Best for
- Teams that buy leads from several sources and need fast assignment, structured follow-up, calling, texting, and accountability
- Upgrade when
- Fast routing across many lead sources
Wise Agent
The clearest value choice here, especially when five team members can share the base account and 24/7 support matters.
Full review ↓- Best for
- Agents who want contact, lead, transaction, marketing, calendar, and commission tools at a transparent flat price
- Upgrade when
- A low flat price for a small team
Real Geeks
The strongest website-plus-CRM package here, with a materially higher base cost and commitment details to inspect.
Full review ↓- Best for
- Agents and teams that want an IDX property-search site, lead capture, CRM, automated follow-up, and optional marketing in one platform
- Upgrade when
- An integrated IDX site and CRM
Lofty
A broad real estate platform worth a demo when AI workflow is central, but public pricing is not transparent enough for a clean cost comparison.
Full review ↓- Best for
- Teams and brokerages evaluating AI-assisted CRM, IDX websites, lead generation, marketing automation, and communication as a suite
- Upgrade when
- An AI-centered real estate suite
HSHubSpot Smart CRM
The best free starting point for inbound marketing, but it lacks native real-estate depth and paid packaging requires careful configuration.
Full review ↓- Best for
- Independent agents and commercial firms connecting content, forms, email marketing, meetings, pipeline, and service history
- Upgrade when
- A free CRM for inbound marketing
PPipedrive
A focused sales pipeline with strong mobile and integration options, but real-estate marketing and transaction depth must be assembled.
Full review ↓- Best for
- Commercial brokers and property businesses that need configurable buyer, seller, investor, property, and transaction pipelines
- Upgrade when
- Configurable commercial deal pipelines
At a glance
Compare the top picks
Swipe to compare all columns
| Rank | Logo | Product | WireRank | Best for | Starting price | Standout | Action |
|---|---|---|---|---|---|---|---|
| #1 | FB | Follow Up BossTop pick | 9.4 / 10 | Teams that buy leads from several sources and need fast assignment, structured follow-up, calling, texting, and accountability | Grow $58/user/month billed yearly ($69 billed monthly)Last verified October 15, 2026 | Best overall for real estate teams | See current pricing |
| #2 | WA | Wise Agent | 9.1 / 10 | Agents who want contact, lead, transaction, marketing, calendar, and commission tools at a transparent flat price | $49/month or $499/year for CRMLast verified October 15, 2026 | Best value for solo agents and small teams | See current pricing |
| #3 | RG | Real Geeks | 8.8 / 10 | Agents and teams that want an IDX property-search site, lead capture, CRM, automated follow-up, and optional marketing in one platform | $399/month for the Real Geeks PlatformLast verified October 15, 2026 | Best integrated IDX website and CRM | See current pricing |
| #4 | L | Lofty | 8.5 / 10 | Teams and brokerages evaluating AI-assisted CRM, IDX websites, lead generation, marketing automation, and communication as a suite | Request pricing (no public price listed)Last verified October 15, 2026 | Best AI-centered real estate platform | See current pricing |
| #5 | HS | HubSpot Smart CRM | 8.2 / 10 | Independent agents and commercial firms connecting content, forms, email marketing, meetings, pipeline, and service history | $0 for up to 2 users, no credit cardLast verified October 15, 2026 | Best free CRM for real estate marketing | See current pricing |
| #6 | P | Pipedrive | 7.9 / 10 | Commercial brokers and property businesses that need configurable buyer, seller, investor, property, and transaction pipelines | US$14/seat/month billed annually (Lite)Last verified October 15, 2026 | Best visual pipeline for commercial real estate | See current pricing |
Best overall for real estate teams
Follow Up Boss
- Best for
- Teams that buy leads from several sources and need fast assignment, structured follow-up, calling, texting, and accountability
- Starting price
- Grow $58/user/month billed yearly ($69 billed monthly)Last verified October 15, 2026
- Our rating
- 9.4/10WireRanked score
Best value for solo agents and small teams
Wise Agent
- Best for
- Agents who want contact, lead, transaction, marketing, calendar, and commission tools at a transparent flat price
- Starting price
- $49/month or $499/year for CRMLast verified October 15, 2026
- Our rating
- 9.1/10WireRanked score
Best integrated IDX website and CRM
Real Geeks
- Best for
- Agents and teams that want an IDX property-search site, lead capture, CRM, automated follow-up, and optional marketing in one platform
- Starting price
- $399/month for the Real Geeks PlatformLast verified October 15, 2026
- Our rating
- 8.8/10WireRanked score
Best AI-centered real estate platform
Lofty
- Best for
- Teams and brokerages evaluating AI-assisted CRM, IDX websites, lead generation, marketing automation, and communication as a suite
- Starting price
- Request pricing (no public price listed)Last verified October 15, 2026
- Our rating
- 8.5/10WireRanked score
HSBest free CRM for real estate marketing
HubSpot Smart CRM
- Best for
- Independent agents and commercial firms connecting content, forms, email marketing, meetings, pipeline, and service history
- Starting price
- $0 for up to 2 users, no credit cardLast verified October 15, 2026
- Our rating
- 8.2/10WireRanked score
PBest visual pipeline for commercial real estate
Pipedrive
- Best for
- Commercial brokers and property businesses that need configurable buyer, seller, investor, property, and transaction pipelines
- Starting price
- US$14/seat/month billed annually (Lite)Last verified October 15, 2026
- Our rating
- 7.9/10WireRanked score
Choose This CRM If...Choose a real estate CRM by business model
Built around lead routing, follow-up, and team accountability.
See current pricingFive team members can share the base account.
See current pricingWebsite, lead capture, and CRM come as one platform.
See current pricingBroad AI suite, but pricing requires a quote.
See current pricingFree foundation for content, forms, and email marketing.
See current pricingSeparate pipelines for properties, investors, and buyers.
See current pricingBest overall for real estate teams
Follow Up Boss
The strongest dedicated CRM hub for a growing team that wants to keep its lead-generation and website options open.
1. Follow Up Boss — best overall for real estate teams
Follow Up Boss ranks first because it targets the problem that breaks many real estate teams: leads from portals, websites, ads, referrals, and events waiting too long for an accountable response.
The official site lists more than 250 integrations, lead distribution, mobile apps, Smart Lists, action plans, a team inbox, and leaderboards. It also states that there are no contracts, that customers own their data and can export it, and that a 14-day trial is offered. Billed yearly, Grow is $58 per user per month, Pro is $416 per month including 10 users, and Platform is $833 per month including 30 users; billed monthly, Grow is $69 per user per month, Pro $499 per month including 10 users, and Platform $1,000 per month including 30 users. Confirm phone and text allowances and any number charges before approval.
Follow Up Boss deliberately is not a lead provider or website company. Best for: teams with multiple lead sources, several agents, and a manager accountable for response speed and conversion. Skip this if: a solo agent needs the lowest flat monthly price or an integrated IDX website is non-negotiable.
Key tradeoff: Team bundles start at $416/month billed yearly (Pro, 10 users)
- Starting price
- Grow $58/user/month billed yearly ($69 billed monthly) · SourceChecked October 15, 2026
- Key plan limit
- Billed yearly: Grow $58/user/month; Pro $416/month including 10 users; Platform $833/month including 30 users. Billed monthly: Grow $69/user/month; Pro $499/month including 10 users; Platform $1,000/month including 30 users. 14-day trial; no contracts. · SourceChecked October 15, 2026
Best value for solo agents and small teams
Wise Agent
The clearest value choice here, especially when five team members can share the base account and 24/7 support matters.
2. Wise Agent — best value for solo agents and small teams
Wise Agent’s base product combines contact and lead management, automation, communication, transaction checklists, commission tracking, marketing, a team calendar, reporting, document storage, landing pages, and a monthly newsletter.
The official pricing page lists CRM at $49 per month or $42 per month billed annually, which is $499 per year. A 14-day trial, complimentary onboarding, unlimited training, 24/7 support, and up to five team members using a shared login are included. The distinction between members and logins matters: an additional permissioned login is $20 per month, while another batch of five team members is also listed at $20. WiseText adds an $80 registration fee and $11 per month for 1,000 credits.
Best for: solo agents and small teams that value transactions and marketing alongside contact follow-up. Skip this if: sophisticated lead distribution, manager coaching, an open integration hub, or an IDX website is the primary requirement.
Key tradeoff: Permissioned individual logins cost extra
Best integrated IDX website and CRM
Real Geeks
The strongest website-plus-CRM package here, with a materially higher base cost and commitment details to inspect.
3. Real Geeks — best integrated idx website and crm
Real Geeks is for a buyer who is choosing a real estate marketing platform, not just a database. Its core package joins an IDX website and property-search experience to a CRM, lead capture, texting, email, drip workflows, a dialer, mobile access, and training.
The live setup flow listed the Real Geeks Platform at $399 per month with two users and a $500 one-time setup fee. Additional users were tiered: users three through ten at $25 each per month, 11 through 40 at $10, 41 through 100 at $5, and 101 or more at $1. The flow asked buyers to select a six-month, 12-month, or annual commitment. It also showed optional lead packages and a $49 monthly Geek AI Text Assistant, with 12-month terms on those add-ons.
Best for: an agent or team building its web presence and lead-capture system together. Skip this if: the business already owns a productive website, needs month-to-month CRM flexibility, or cannot justify setup and platform fees before paid-lead spend.
Key tradeoff: $399 monthly plus setup is a large jump from CRM-only products
- Starting price
- $399/month for the Real Geeks Platform · SourceChecked October 15, 2026
- Key plan limit
- The setup flow required a 6-month, 12-month, or annual commitment selection. Social leads were $299/month; search and seller lead packages were $599; Geek AI Text Assistant was $49, each shown with 12-month terms. · SourceChecked October 15, 2026
Best AI-centered real estate platform
Lofty
A broad real estate platform worth a demo when AI workflow is central, but public pricing is not transparent enough for a clean cost comparison.
4. Lofty — best ai-centered real estate platform
Lofty’s official package page presents Agent, Team, Broker, and Enterprise options and shows an AI-powered CRM plus customizable IDX websites across those tiers. The larger product positioning also covers lead generation, management, marketing automation, and client communication.
Every package on the official page directs the buyer to request pricing.
Best for: growth-oriented teams and brokerages seeking an AI-centered suite and willing to manage implementation. Skip this if: transparent self-serve pricing, a narrow CRM footprint, or easy vendor separation matters more than platform breadth.
Key tradeoff: Public prices, terms, included seats, and implementation costs are not disclosed
HSBest free CRM for real estate marketing
HubSpot Smart CRM
The best free starting point for inbound marketing, but it lacks native real-estate depth and paid packaging requires careful configuration.
5. HubSpot Smart CRM — best free crm for real estate marketing
HubSpot’s official real estate page emphasizes capturing leads from multiple channels, maintaining long-term contact records, tracking pipelines, scheduling follow-up, and using marketing behavior to tailor nurture.
The official CRM pricing page lists a free account at $0 for up to two users, with no credit card required. Paid cost is less simple because seats, Hubs, marketing contacts, onboarding, automation, reporting, and HubSpot Credits can all matter.
HubSpot is not a native IDX, property-alert, or transaction-management system. Best for: a solo agent or commercial real estate firm building an inbound engine and wanting a free foundation. Skip this if: portal lead distribution, property-search behavior, real-estate texting, or transaction checklists must work without integration.
Key tradeoff: No native IDX website or real-estate transaction system
- Starting price
- $0 for up to 2 users, no credit card · SourceChecked October 15, 2026
- Key plan limit
- The free tier is limited to two users; no credit card required. The pricing page showed promotional Starter pricing, which should not be treated as a durable long-term rate. · SourceChecked October 15, 2026
PBest visual pipeline for commercial real estate
Pipedrive
A focused sales pipeline with strong mobile and integration options, but real-estate marketing and transaction depth must be assembled.
6. Pipedrive — best visual pipeline for commercial real estate
Pipedrive’s official real estate page recommends separate pipelines for properties, investors, and buyers, plus conversation history, mobile notes, reminders, segmentation by budget, timeline, or ZIP code, and automated follow-up.
The product offers a 14-day trial and a marketplace of more than 500 integrations. Billed annually, Lite is US$14 per seat per month, Growth US$39, Premium US$59, and Ultimate US$79. Add-ons for campaigns, calling, projects, lead generation, and AI usage can add cost.
Pipedrive requires design work: decide whether a property is a deal, organization, product, or custom entity, and keep buyer and seller journeys from polluting one forecast. Best for: commercial brokers and operators with a defined pipeline and specialist systems around it. Skip this if: the team needs native IDX search, portal lead routing, transaction templates, or real-estate coaching immediately.
Key tradeoff: No free plan; paid seats start at US$14/month billed annually
How we chose the best CRM for real estate
We reviewed live official product, pricing, feature, and help pages on July 27, 2026 (prices, plans and limits rechecked October 15, 2026). We weighted real-estate lead capture and routing, response workflow, relationship history, property and transaction context, calling and texting, mobile work, marketing, team accountability, integrations, verified cost, and implementation burden.
Payout did not influence rank, and no hands-on claim is made. Lofty does not publish package prices.
Related research
Continue your CRM research
Compare the real estate shortlist with broader small-business, sales-team, and focused-platform guides.
Final recommendation
Final recommendation
Choose Follow Up Boss for a multi-source real estate team, Wise Agent for transparent small-team value, Real Geeks for an integrated IDX website, Lofty for an AI-centered suite, HubSpot for a free inbound foundation, and Pipedrive for configurable commercial pipelines.
Top pick: Follow Up Boss for teams that buy leads from several sources and need fast assignment, structured follow-up, calling, texting, and accountability.
Confirm the exact plan, users, commitment, setup, phone and text usage, IDX and MLS scope, lead-generation spend, data export, permissions, integrations, and transaction handoff with representative records before migration.
See current pricing