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Thryv

Thryv is an all-in-one business management solution designed to help small businesses with essential business functions. With Thryv, business owners can expand their online presence, improve any customer relationship, and streamli...Read more about Thryv

4.2 (495 reviews)

103 recommendations

Less Annoying CRM

Less Annoying CRM is a customer relationship management solution built for small businesses. It offers cloud-based deployment, various configuration options and a dashboard that provides an overview of contact information, project...Read more about Less Annoying CRM

4.8 (575 reviews)

41 recommendations

TOP PRODUCER

Top Producer is an all-in-one business management platform designed specifically for real estate agents and teams. Grow your database and convert more leads with cutting-edge lead generation and marketing automation. Smart follow-...Read more about TOP PRODUCER

3.8 (244 reviews)

34 recommendations

Salesforce Sales Cloud

Grow your revenue and profits with intelligent sales automation with Sales Cloud. Help every rep be more efficient. Close more deals. Collect cash faster. Boost growth and profit with intelligent automation and integrated tools fr...Read more about Salesforce Sales Cloud

4.4 (18234 reviews)

27 recommendations

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BoomTown

Boomtown provides marketing and sales automation solutions for the REAL ESTATE industry. Through Boomtown, brokers can select and customize a lead generation website, track and nurture leads, and monitor team success and sales. Th...Read more about BoomTown

4.5 (234 reviews)

15 recommendations

monday sales CRM

Built on top of monday.com Work OS, monday sales CRM is a no-code, customizable solution that empowers managers and sales teams to take control of their entire sales cycle - from lead capturing and sales pipeline management to pos...Read more about monday sales CRM

4.7 (381 reviews)

12 recommendations

LeadSquared

LeadSquared is a cloud-based marketing automation and customer relationship management (CRM) solution for businesses of all sizes. It serves clients in industries such as finance, e-commerce, education, health and wellness, market...Read more about LeadSquared

4.3 (157 reviews)

6 recommendations

Lofty

Lofty is a marketing and customer relationship management (CRM) suite designed for small and midsize real estate businesses. Chime provides team management features, lead and customer management and content management. Lofty sen...Read more about Lofty

3.8 (85 reviews)

5 recommendations

Mailchimp

Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more about Mailchimp

Zoho CRM

Zoho CRM is a cloud-based business management platform that caters to businesses of all sizes. It offers sales and marketing automation tools with helpdesk, analytics and customer support functions. Zoho CRM helps users respo...Read more about Zoho CRM

HubSpot CRM

With its cloud-based, customer relationship management (CRM) platform, HubSpot CRM helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business in a variety of ...Read more about HubSpot CRM

Pipedrive

Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action invol...Read more about Pipedrive

Airtable

Airtable is a cloud-based project management solution targeting small to midsize businesses as well as departments within larger companies. This system focuses primarily on data organization and collaboration. The system uses...Read more about Airtable

Nimble

Nimble offers browser widget and mobile-based sales force automation and social CRM solution for small and midsize businesses. The solution automatically populates customer profiles and interaction histories from contact lists, em...Read more about Nimble

Intercom

Intercom is the only complete Customer Service solution that provides a seamless customer experience across automation and human support, delivering increased customer satisfaction while reducing costs. We're building a future whe...Read more about Intercom

Salesforce Service Cloud

Service Cloud from Salesforce is a cloud-based customer service management solution that is designed to initiate customer service activities from anywhere. Built on the Salesforce1 Platform, Service Cloud works to centralise and o...Read more about Salesforce Service Cloud

Apptivo

Apptivo is a cloud-based suite of applications designed to help small businesses manage a range of functions including financials, human resources and supply chain management. Apptivo’s customer relationship management (CRM) app...Read more about Apptivo

EngageBay CRM

EngageBay is an integrated marketing, sales, support and CRM solution designed to help small to midsize enterprises acquire, engage and convert website visitors into customers. The cloud-based platform lets businesses use marketin...Read more about EngageBay CRM

Freshsales

Freshsales is a salesforce automation solution that enables businesses of all sizes to streamline lead management, client interaction, marketing insights, customer relationship management and other operations. The platform enables...Read more about Freshsales

Copper

Copper is an easy-to-use CRM for small and medium-sized businesses that need a better way to manage leads & grow customer relationships. If you don't have time for data entry, tedious admin tasks, or overly complex tools, Copper j...Read more about Copper

Buyers Guide

Last Updated: March 16, 2023

A real estate professional’s job can be quite challenging. Customers can get cold feet midway or delay their purchase decision due to the financial commitment involved. Long sales cycles, high lead-to-customer ratios, and the near absence of repeat purchases are some other challenges.

Real estate professionals must, therefore, be tenacious in their pursuit to convert leads into customers while simultaneously scouting for new opportunities. Customer relationship management (CRM) software designed for the real estate businesses can help with contact management, automation, lead generation, and storage, and can also track client interactions, manage workflows, improve the sales process, and create personalized marketing campaigns.

Choosing software that best meets the needs of your real estate company and integrates with your existing software tools can be time-consuming. To help you, we’ve created a buyers guide that discusses the key factors you should keep in mind when evaluating any real estate CRM tool.

Here’s what we’ll cover:

What is real estate CRM software?

Real estate CRM software is a tool that helps real estate professionals with lead generation and storage. It also helps manage leads, client inquiries, customer contacts with any potential client, marketing campaigns, and sales processes. It provides a complete picture of the sales pipeline, opportunity pipeline, and inventory, all of which are managed through a single, centralized platform.

The software assists a real estate agent in collecting customer and leads data from multiple sources, tracking client interactions, assigning leads to sales representatives, and managing tasks such as client meetings and site tours.

Lead-management-in-Firepoint-Software

Lead management in Firepoint (Source)

Common features of real estate CRM software

In this section, we’ve listed some of the common features buyers seek when purchasing a real estate CRM solution.

Lead management

Store and manage leads collected through web forms, social media platforms, live chats, etc. Automatically score leads you've acquired through lead generation efforts, assign them to sales representatives (based on predefined workflows), and track interactions.

Contact management

Maintain a database of client information, including contact details, purchase history, communication preferences, and referrals.

Email marketing

Use predefined email templates to create personalized marketing messages for potential clients. Deliver these messages through automated drip email marketing campaigns.

Marketing automation

Automate any marketing campaign you run, such as online ad, email, and social media marketing campaigns, to provide a consistent client experience.

Reporting

Generate reports on agent performance, sales, leads utilization, etc. Use the dashboard function to view report summaries on a single screen.

Invoicing

Create quotes, bills, and invoices using predefined templates and store them in respective customer accounts.

What type of buyer are you?

Real estate professionals can be divided into the following categories based on the type of real estate properties you deal in:

  • Residential real estate firms: A residential real estate agency sells residential properties, such as condominiums, duplexes, and vacation homes. They primarily cater to the needs of families and individuals. The chances of repeat sales are low for these businesses, and thus, they focus more on lead generation. If you're in this real estate industry, you should opt for real estate CRM software that offers a wide range of marketing and lead management features, such as customizable campaign templates, lead qualification, and personalized email marketing.

  • Commercial real estate firms: Commercial real estate firms sell commercial properties, such as shopping centers, malls, hospitals, and office space. They mostly cater to businesses rather than individuals. They have higher chances of repeat sales and seek ways to engage customers even after closing a deal. Commercial real estate CRM solutions with contact management, list management, inventory management, invoicing, reporting, and email and text message campaign management are features to look out for if you're this type of real estate agent.

Benefits of real estate CRM software

Here are some ways in which real estate CRM software can benefit your business:

  • Automates data collection: Leads are sourced from various channels, such as web forms, emails, social media platforms, phone calls, text messages, and word-of-mouth referrals. Collecting this data manually or using spreadsheets is a tedious task that’s prone to human errors. A CRM system uses automation to capture leads data from multiple sources, and sorts and stores it in a centralized repository that can be accessed by all authorized users. This makes it easier to track and manage leads as well as identify your best lead generation sources.

  • Improves business efficiency: A CRM system helps improve a real estate agent's client follow-ups and close deals faster. It automatically sorts leads, creates daily planners/calendars, and sets reminders to assist agents with follow-ups, marketing initiatives, and after-sales services. This saves time and effort, allowing agents to focus more on converting leads and improving profitability.

  • Reduces pre- and post-sales activity costs: With features such as data collection automation, lead generation and scoring, and tracking of client interactions, real estate CRM software helps businesses reduce the human costs involved in real estate sales activities, such as lead nurturing, lead qualification, and customer communication about project updates.

Key considerations when buying real estate CRM software

Besides software features and benefits, here are some factors you should consider before buying a real estate CRM platform:

  • Availability as a mobile application: Real estate agents, brokers, and sales representatives travel to client or site locations for a large part of their day. They need to be able to access project information, customer details, leads data, and marketing materials from anywhere. Real estate CRM software that’s available as a mobile application will allow your agents to access all the information they require on the go.

  • System integration: The real estate CRM solution you choose should integrate well with not only your existing software tools (such as accounting software) but also other productivity, file sharing, collaboration, or social media tools that you use. This will ensure seamless data transfer across systems so that all users have access to the same data.

  • Ease of use: It’s recommended to choose software that’s easy to use, even for newly joined agents, and requires minimum to no training. If the software interface is messy, difficult to handle, or requires long training hours, it can prevent your workforce from using it effectively. Opt for free trials to test different products and find the one that’s the easiest to onboard.

Market trends to understand

In this section, we discuss some key trends impacting the real estate CRM software market.

  • Automation and artificial intelligence (AI) to help improve CRM outcomes: CRM software powered by automation and AI technologies can help businesses automate routine tasks and personalize marketing campaigns by generating better insights. Some vendors are already offering real estate CRM software with built-in AI and automation capabilities. In the near future, others are expected to follow suit.

  • Integration with augmented reality (AR) and virtual reality (VR) technologies: The real estate industry is embracing AR and VR to improve customer experience by providing virtual property tours and allowing customers to visualize how a property will look upon completion. These tours offer cost as well as time-saving benefits for agents.