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What is a CRM in real estate?

What is a CRM in real estate?

min read

Real estate is an industry built on relationships. 

Realtors juggle numerous relationships with buyers, sellers, and vendors, all while managing properties, holding appointments, and marketing their services. At the crossroads of these tasks lies the potential for chaos or the opportunity for seamless organization. 

A Customer Relationship Management (CRM) system offers the latter solution for realtors. Let's delve into CRMs and explore how they can become essential tools for real estate operations.

<a href="#crm-use" class="anchor-link">How is a CRM used in real estate?</a>

<a href="#crm-features" class="anchor-link">Features typically included in a CRM for real estate</a>

<a href="#crm-use-details" class="anchor-link">What processes can you manage with a CRM in real estate?</a>

<a href="#crm-options" class="anchor-link">Best CRM options for real estate</a>

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How is a CRM used in real estate?

At its core, a CRM is a system designed to manage and improve your interactions with current and potential customers. It keeps track of every contact, task, transaction, and correspondence, providing an organized, central hub that propels business efficiency.

A CRM for real estate helps realtors streamline workflows, automate repetitive tasks, manage client relationships, and enhance overall productivity. A CRM becomes an essential tool that aids in managing properties, scheduling tasks, tracking client preferences, and navigating the sales process.

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Features typically included in a CRM for real estate

CRMs provide features that help realtors with nearly every aspect of their jobs, from managing clients and appointments to drumming up new business opportunities.

Detailed contact management

manage contacts with a crm in real estate

A CRM is like your digital rolodex, but with superpowers. It stores not only the basic contact information but also captures the history, preferences, and specific needs of each client. This level of detail aids in personalizing your service and improves client relationship management, increasing client satisfaction and loyalty.

Comprehensive property and listings database

Your CRM can become a centralized system for all your listings. It can store details about current listings, upcoming properties, and past sales, making it easier to manage and match properties with potential buyers. Having all this data at your fingertips allows for more efficient client meetings and faster decision-making.

Efficient task management

manage tasks with a CRM in real estate

From keeping track of property inspections to scheduling follow-ups with leads or managing other purchase-related tasks, a CRM is your digital project manager. It helps prioritize tasks, set reminders, and ensure you never miss a deadline, making you more reliable and proactive in your client's eyes.

Streamlined email marketing and outreach

CRMs often have built-in tools for email marketing, including mail merges, automated email sequences, and customizable email templates. This enables you to maintain consistent communication with clients, send updates about new listings, and effectively market your properties. By streamlining your email marketing efforts, you can stay top of mind for your clients and leads.

Email tracking

track your sent real estate emails

In addition to helping with email marketing, a CRM for real estate often allows you to track your sent emails. You can see who opened your emails and when, providing valuable insights that can help refine your communication strategy and timing.

Organized document management

A CRM is your digital filing cabinet, storing all relevant documents such as agreements, disclosures, and reports. Having an organized, easily accessible document system saves time, reduces clutter, and ensures nothing falls through the cracks.

Record of calls and meetings

record notes from calls and meetings with a crm

CRMs can log and track all interactions, including calls and meetings. This gives you an easily accessible record, helping you recall past conversations accurately and making each client feel remembered and valued.

Seamless integrations

A good CRM can integrate with other tools you use, such as email clients, intake form tools, schedulers, or financial apps. These integrations ensure a more cohesive and efficient workflow, minimizing the need to switch between different tools.

Process automations

From sending follow-up emails to setting reminders for tasks, a CRM for real estate can automate repetitive tasks, saving valuable time, reducing manual errors, and allowing you to focus on the core aspects of your business.

Access on the go: mobile apps

keep track of your clients, listings, and tasks with a mobile app version of your crm

Given the on-the-go nature of real estate work, most CRMs for real estate offer mobile apps for iOS and Android devices. This ensures you have access to all critical data, client information, and tasks when you’re managing properties, showing listings, or working with clients at any time of day.

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What processes can you manage with a CRM in real estate?

A CRM provides a comprehensive toolset to manage various aspects of a real estate business.

Prospecting and lead generation

A CRM allows realtors to store and categorize leads, track outreach efforts, and automate follow-up communications, thus enhancing the efficiency of prospecting activities.

Client meetings and consultations

Prior to client meetings, realtors can review client history, preferences, and previous communication in their CRM, ensuring they are well-prepared. Many CRMs allow you to schedule meetings and set reminders. You can also record notes during calls and meetings and create tasks for follow-up while they’re top of mind.

Market research and analysis

While CRMs aren't specifically designed for market research, certain CRM systems can integrate with market research tools or platforms, allowing realtors to keep all relevant data in one central location.

Property listings and marketing

track listings and clients in a crm for real estate

A CRM in real estate is often used to keep track of both properties or listings and clients. Realtors set up a pipeline or database for sellers, or listings, and a separate pipeline for buyers. Seeing active listings in the same system as interested buyers can help you organize and track showings by linking people and properties.

Property showings

Once you’re tracking active listings in a CRM, you can track the status of different properties, schedule property showings, and log client feedback after each showing.

Transaction management

From negotiation notes to contract stages, a CRM can track all aspects of a transaction, ensuring nothing slips through the cracks and everything moves forward in a timely manner.


CRMs can be used to manage the numerous tasks associated with closing, such as ensuring all necessary documents are signed, handling the final client communication, and setting reminders for any post-closing follow-ups.

Continued client relationship management

use automated email outreach to follow up with buyers

A CRM helps in nurturing long-term relationships with clients by storing your interaction history and setting reminders for regular check-ins, birthdays, or anniversaries.

Administrative tasks

CRMs can automate various administrative tasks such as sending out emails, scheduling appointments, or updating client records, saving valuable time for realtors.

Team coordination & collaboration

If a realtor is part of a larger team, a CRM can assist with team coordination by providing features like shared calendars, task assignments, and real-time updates on client interactions or property status.

Overall, a CRM acts as a hub for managing, tracking, and optimizing many facets of a realtor's daily tasks and long-term strategies.

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Best CRM options for real estate


Streak is a CRM built directly into your Gmail inbox, offering a seamless experience that doesn't require switching between applications.

Key Features:

  • Direct Gmail integration
  • Email tracking
  • Task scheduling
  • Pipeline management
  • Contact history
  • Customizable workflows 
  • Mail merges and automated email sequences
  • Workflow automation and integrations
  • Mobile app for on-the-go management

Streak is an excellent choice for those who want a CRM tightly integrated with Gmail, offering an easy-to-use interface for managing contacts and deals. Streak has a robust free tier, and pricing for advanced features starts at $15/user/month.

Zoho CRM 

Zoho CRM provides a comprehensive suite of tools designed to manage, analyze, and streamline your customer relationship operations.

Key Features:

  • Detailed contact management
  • Email integration and marketing
  • Deal management
  • Reporting and analytics
  • Workflow automation 

Zoho's comprehensive and customizable features make it a robust CRM choice. Its pricing starts at $14/user/month.


Salesforce is one of the leading CRM platforms globally, offering extensive customization and robust features.

Key Features:

  • Contact and deal management
  • Email integration
  • Detailed analytics
  • Extensive customization possibilities
  • Robust app marketplace for additional integrations 

Salesforce's broad range of features and customization options makes it suitable for larger real estate firms. Pricing starts at $25/user/month.


Pipedrive is a sales-focused CRM that emphasizes ease of use and visual deal pipeline management.

Key Features:

  • Visual pipeline management
  • Email integration
  • Contact management
  • Customizable pipelines
  • Activity tracking and reminders 

Pipedrive is a practical choice for those focused on sales pipeline management. Pricing starts at $12.50/user/month.

Top Producer CRM 

Top Producer is an all-in-one CRM designed specifically for real estate, offering a range of features to manage contacts, nurture leads, and track interactions.

Key Features:

  • Contact and lead management
  • Task tracking
  • MLS integration
  • Mobile application for on-the-go access 

Top Producer CRM is a real estate-specific platform that covers a wide range of needs. Pricing information is available upon request from the company.


Propertybase is a comprehensive real estate CRM and marketing platform that offers robust features for larger agencies.

Key Features:

  • Lead generation tools
  • Transaction management
  • Customizable reporting
  • MLS and other real estate platform integrations 

Propertybase is suitable for larger real estate firms looking for a comprehensive and integrated solution. Pricing information is available upon request from the company.


LionDesk is a user-friendly and affordable CRM that provides essential tools for managing contacts, tracking leads, and client communication.

Key Features:

  • Contact and lead management
  • Email marketing and video messaging
  • Task management and reminders
  • Integration with other real estate tools 

LionDesk is known for its simplicity and affordability, making it a good choice for smaller agencies or individual realtors. Pricing starts at $25/user/month.

A CRM is a game changer in real estate

In conclusion, a CRM tool isn't merely an optional accessory but an essential instrument for modern realtors. It offers a plethora of benefits, from meticulous contact management to efficient task management and powerful integrations, all while being accessible on the go. 

The choice of CRM should depend on your specific needs and workflow, but regardless of your choice, the transformative impact on your real estate practice is undeniable. A CRM is your ticket to enhanced productivity, superior customer service, and, ultimately, real estate success.

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