In the year to June 2025, 88% of home buyers purchased through an agent or broker and a record 91% of sellers used an agent, according to NAR's 2025 Profile of Home Buyers and Sellers. For sale by owner transactions fell to 5%, an all-time low.
Agents have the clients, so the daily problem is follow-up. A 2011 article in Harvard Business Review on how companies answer online leads concluded: "Our research shows that most companies are not responding nearly fast enough." A CRM for real estate exists to close that gap.
Below you will find eight CRMs for real estate: five built for agents and brokerages and three general CRMs, with prices read from each vendor's page on October 20, 2026. We publish SalesSheet, which is a general CRM and not a real estate product, and we say where that matters.
Table of contents
A CRM for real estate is software that tracks buyers, sellers and listings through the stages of a property deal, captures leads from portals and websites, and automates follow-up by call, text and email so an agent replies while the lead is still warm.
Four capabilities separate the real estate products from a general CRM, and the vendors below each cover some of them.
The survey covers transactions between July 2024 and June 2025, so these figures describe the US market, where the CRM question is mostly about speed and routing. For CRMs outside real estate, see our best AI CRM comparison.
Start with how many people will log in and how the vendor charges for them, because pricing models in this category differ more than the features do.
Our research shows that most companies are not responding nearly fast enough.
Harvard Business Review, "The Short Life of Online Sales Leads," 2011
That finding is why speed-to-lead tools, such as routing rules and automatic first replies, deserve more weight than the size of the feature list.
We could not test the other vendors' products ourselves, so every price and feature below comes from the vendor's own page, read on October 20, 2026. Where a page showed no price, we say so.
The first five are built for real estate. The last three are general CRMs that agents also use, and the order inside the article follows that split, not a ranking.
Follow Up Boss is built around lead follow-up: it connects lead sources and websites, distributes leads, and lets agents call, text and email from one place. Its page lists 200+ lead sources and 250+ integrations.
The Follow Up Boss pricing page (October 20, 2026) lists Grow at $69 per user per month, or $58 billed annually. Pro costs $499 a month ($416 annually) for 10 users, with extra users at $49 ($41 annually), and Platform costs $1,000 ($833 annually) for 30 users. Calling is a $39 per user add-on on Grow ($33 annually), while Pro and Platform include unlimited calling and texting.
Follow Up Boss fits teams that buy portal and ad leads and need them routed and answered fast. A solo agent on a tight budget will find Grow's per-user price higher than Wise Agent's or RealtyJuggler's.
Wise Agent bundles lead automation, contact management, drip campaigns and transaction management in one plan, along with landing pages and a team calendar.
On its pricing page (October 20, 2026), the CRM plan costs $49 a month, or $42 a month billed annually, for up to 5 team members on a shared login, and CRM + WiseSocial costs $69 ($59 annually). Extra logins cost $20 a month each, and texting is the WiseText add-on at $11 a month for 1,000 credits plus an $80 one-time registration fee.
Wise Agent offers a 14-day free trial, month-to-month terms and no setup costs. It fits agents who want transactions and marketing in one low-cost plan, and the shared login and add-on texting are the trade-offs to weigh.
RealtyJuggler tracks prospects and deals, open houses, lockboxes, expenses and commission calculations, and it includes bulk email and drip mail.
$179 a year
per member, about $15 a month, with a 90-day free trial and no credit card. RealtyJuggler pricing page, October 2026
Its pricing page (October 20, 2026) lists a single annual membership with no monthly billing and a pro-rated refund at any time. Text messages are extra through Twilio, and the page estimates typical SMS costs under $100 a year.
RealtyJuggler fits individual agents who want deal and expense tracking at the lowest cost on this list. The page does not describe lead capture, so teams that buy portal leads should confirm that before choosing it.
Lofty packages a CRM with an IDX website on all four plans, AI lead scoring and its Lofty Cowork assistant, mass and auto texting and a basic dialer. A Power Dialer and several AI agents are add-ons.
Lofty does not publish prices. Its pricing page (October 20, 2026) shows "Request Pricing" for the Agent, Team, Broker and Enterprise plans and says price varies with the package, seat count, upgrades and lead-gen programs. Seller lead generation requires a 20% ad management fee, and branding ads carry 15%.
Lofty fits teams that want the website, the ads and the CRM from one vendor and are comfortable negotiating a quote. Agents who need a price before a sales call will not find it on the page.
BoldTrail describes itself as a "Growth Engine" that combines IDX websites, a CRM, done-for-you lead generation, automated follow-up systems and back office tools.
Its pricing page (October 20, 2026) shows no prices or plan tiers, only a "Watch demo & get Pricing" form, and it does not mention an AI assistant.
BoldTrail fits brokerages that prefer to outsource lead generation and accept a demo-led purchase. Anyone comparing prices before a call has nothing to compare here.
HubSpot is a general CRM that also covers marketing and service, and a real estate team has to set up its own pipeline stages, property fields and lead sources.
On its Sales Hub pricing page (October 20, 2026), HubSpot lists a Free plan for up to 2 users, Starter at $7 or $20 per seat per month depending on billing, Professional at $90 or $100 and Enterprise at $150, with onboarding fees of $1,500 and $3,500 on the top two plans.
HubSpot fits brokerages that already run their marketing in it. A team that only needs lead follow-up pays for breadth it will not use.
SalesSheet is a general sales CRM we publish, not a real estate product, and it appears here because many agents run their day on WhatsApp. WhatsApp is built in, a dialer records calls, and AI employees can answer conversations next to the agent.
SalesSheet prices per workspace, not per seat, with unlimited users on every plan. Starter costs $59 a month billed annually ($71 monthly) and includes 1 AI employee, 250 conversations, 2 WhatsApp numbers and 10,000 contacts. Pro costs $149 ($179 monthly) with 3 AI employees, 750 conversations, 6 WhatsApp numbers, broadcast campaigns and 100,000 contacts, and every plan starts with a free trial and no card.
SalesSheet lists no IDX website, listing management or transaction tracking, so agents who need those should confirm with SalesSheet or pair it with a listing tool. It fits a small agency where a few people handle many WhatsApp conversations, and it fits poorly where portal lead routing and transaction checklists are the core need.
Salesforce is a general CRM that large brokerages configure for their own process. Its Sales pricing page (October 20, 2026) lists Starter Suite at $25 per user per month, Pro Suite at $100, Core at $195, Advanced at $395 and Max at $550.
Agentforce for Sales is listed as a separate AI add-on from $125 per user per month, and AI can be added from the Core edition upward.
Salesforce fits large brokerages with administrators to run it. For an individual agent or a small team, the setup effort rarely pays back.
Seat counts change the ranking, so here is the monthly cost for ten agents using only the prices listed above:
Lofty and BoldTrail are left out because they publish no prices. Texting, calling and lead generation can add to every total, so ask each vendor what your own volume costs before you decide.
The table keeps the details that change a purchase: what kind of product it is, what the first paid step costs and the feature each vendor puts first.
| Tool | Type | Entry price as listed | Feature its page leads with |
|---|---|---|---|
| Follow Up Boss | Real estate | $58 per user per month (annual); $69 monthly | Lead routing and 200+ lead sources |
| Wise Agent | Real estate | $42 a month (annual) for up to 5 members; $49 monthly | Transaction management and drip campaigns |
| RealtyJuggler | Real estate | $179 per member per year | Deal, open house and commission tracking |
| Lofty | Real estate | On request | IDX website and AI lead scoring |
| BoldTrail | Real estate | On request (demo) | IDX websites and done-for-you lead generation |
| HubSpot | General | $0 Free (2 users); $7 to $20 Starter | Marketing and sales on one platform |
| SalesSheet | General | $59 Starter (annual), unlimited users | WhatsApp numbers and AI employees in each plan |
| Salesforce | General | $25 Starter Suite; AI add-on from $125 | Configurable for large organizations |
Source: vendor pricing pages, checked October 20, 2026
The split between real estate and general products is the main finding of the table. Real estate vendors lead with lead handling, listings or transactions, while the general CRMs lead with breadth and leave those pieces to the buyer.
The right pick follows from who is on the team and where the leads come from.
In our view, most agents should shortlist a real estate CRM first and choose a general CRM only when WhatsApp conversations or a custom workflow matter more than listings and transactions. Smaller agencies can also read about CRMs for small sales teams.
Load 20 real leads into each shortlisted CRM and answer them from the app for two weeks, since the way a tool handles your own contacts says more than a demo.
Free entry points make this cheap: RealtyJuggler gives 90 days without a card, Wise Agent gives 14 days, HubSpot is free for up to 2 users, Follow Up Boss offers a free trial and SalesSheet starts every plan with one.
Track three numbers: the time between a new lead and the first reply, the share of leads with a follow-up task scheduled, and how many steps it takes to log a call or a showing.
See how WhatsApp, AI employees and a built-in dialer work in one workspace.
Start Free TrialFollow Up Boss is built around lead routing and speed for teams that buy leads, Wise Agent and RealtyJuggler are the lowest-cost options for solo agents, and Lofty and BoldTrail bundle websites and lead generation by quote. The best one depends on team size and lead sources.
Listed prices on October 20, 2026 run from $179 a year per member for RealtyJuggler and $42 a month for Wise Agent (annual) to $58 per user per month for Follow Up Boss (annual) and $100 per user per month for Salesforce Pro Suite. Lofty and BoldTrail publish no prices.
HubSpot has a Free plan for up to 2 users, but it is a general CRM. The real estate options offer trials instead: RealtyJuggler gives 90 days without a credit card, Wise Agent gives 14 days, and Follow Up Boss offers a free trial.
Yes, if you build the pipeline stages and property fields yourself and your leads arrive through channels such as WhatsApp. General CRMs like HubSpot, SalesSheet and Salesforce do not list IDX websites or transaction tracking, so agents who need those should look at a real estate product.