Best CRM for Real Estate in 2026

A real estate CRM has a narrower job than a general sales CRM, and a harder one. Leads arrive from Zillow, Realtor.com, Homes.com, your own website and open houses at all hours. The agent who calls or texts first usually gets the conversation. Most of those leads won't buy for months, so the CRM has to keep nurturing them without anyone remembering to. And once a deal is under contract, someone has to track the closing date, the lender, the inspection and the commission.

This page compares seven CRMs on those jobs: Follow Up Boss, Lofty (formerly Chime), BoldTrail (formerly kvCORE), Wise Agent, Real Geeks, HubSpot Sales Hub and Zoho CRM. The first five are built for real estate. The last two are general CRMs that some agents use because they are cheap or free. We compared each vendor's published pricing, plan pages and help-center documentation as of October 2026.

A note on what changed. LionDesk, long a budget favorite, is gone: Lone Wolf Technologies shut it down in 2025 and moved customers to a new product, so it is not on this list. kvCORE now lives on as BoldTrail, the platform Inside Real Estate built on top of it. If an older review recommends either by its old name, keep that in mind.

What matters most for agents and teams:

• Lead intake and routing. Can it pull leads from the portals you pay for, and route them by round robin, ZIP code, price or first-to-claim?
• Speed to lead. Does it send an automatic first text or email, and alert the right agent at once?
• Calling and texting. Is there a built-in dialer and two-way texting, and what do they cost?
• Long-term nurture. Drip campaigns (action plans, smart plans) across email and text.
• Websites and lead generation. Does the vendor include an IDX website or sell leads, or do you bring your own?
• Transaction tracking. Deal pipelines at minimum; checklists and client portals if you want more.
• Team pricing. How the bill grows from one agent to ten to twenty-five.

Comparison Table

Follow Up Boss

Follow Up Boss (FUB) is a CRM built around one idea: when a lead comes in, the right agent should know immediately and be able to respond in seconds. It does not build websites or sell leads. Instead it connects to the places agents already get leads. Its integrations page lists more than 250 integrations, including Zillow, Homes.com, HAR.com and Hotpads, and IDX website providers such as IDX Broker, iHomefinder, IDXBoost and AgentFire. Zillow Group bought Follow Up Boss in 2023, and FUB still runs as its own brand with a dedicated "Zillow Pro" product for Zillow leads.

What it does well for real estate

• Lead routing. FUB supports round robin, first to claim (alert the whole team, the first agent to accept gets the lead), and rules by ZIP code or town, listing (send listing inquiries to the listing agent) and price. Inactive leads can go into lead ponds that any agent can prospect. The pricing page lists round robin, first to claim and price/ZIP routing on every plan.
• Speed to lead. An automatic first text goes to new leads, customizable by lead source or type, and replies go straight to the assigned agent.
• Calling and texting. Two-way texting is included on every plan. Calling covers one-click dialing on desktop and mobile, call lists, call recording, AI call summaries, inbound routing to ring groups and live transfers. On Grow, calling is an add-on; on Pro it is unlimited.
• Automations and action plans. Automations watch for triggers such as a new lead or a lead becoming active again, then send an email, create a task, update a field, notify a teammate or reassign the lead. Note that automations do not control routing of brand-new leads; that is handled by the routing rules.
• Deals. A drag-and-drop pipeline for listings and buyers with deal values, conversion by agent and lead source, and commission reporting.

Pricing

Follow Up Boss publishes three plans, with two months free on annual billing:

• Grow: $58 per user per month billed annually ($69 billed monthly). Calling is an add-on at $33 per user per month annually ($39 monthly).
• Pro: $416 per month billed annually ($499 monthly), including 10 users. Extra users are $41 per month annually ($49 monthly). Adds unlimited calling and texting, team inboxes, call reporting, personalized onboarding and the advanced AI features (smart summaries, suggested tasks, predictive lead prioritization).
• Platform: $833 per month billed annually ($1,000 monthly), including 30 users. Extra users are $17 per month annually ($20 monthly). Adds teams within teams, enhanced onboarding and priority support.

There is a 14-day free trial, no contracts, and phone and email support seven days a week on every plan.

Downsides

FUB has no native IDX website, so you pay a separate website vendor and connect it. The deals feature tracks pipeline and commissions but the deals page describes no document management, e-signature or compliance checklists, so brokerages still need a transaction management system. Grow gets expensive quickly once every agent needs the calling add-on. And because Zillow owns FUB, some teams that compete with Zillow-referred business are wary of the ownership, even though FUB connects to many non-Zillow sources.

Who should use it: solo agents and teams who buy leads from portals and live on the phone. Who should skip it: agents who want one vendor to build their website and generate their leads, and brokerages that need back office and compliance in the same system.

Lofty

Lofty is the company formerly known as Chime Technologies, which rebranded as Lofty in November 2023. It is an all-in-one platform: IDX website, CRM, lead generation, marketing automation and transaction tools, sold to individual agents, teams and brokerages.

What it does well for real estate

• IDX website included. Lofty describes an SEO-optimized, customizable IDX website with home search, plus hyperlocal websites and a WordPress IDX plugin.
• Smart Plans. Multi-step automated workflows that nurture leads across email, text, calls and direct mail. Lofty publishes a library of pre-built plans you can start from.
• Power dialer and AI. A power dialer for outbound calling, plus what Lofty calls agentic AI: a set of AI agents (Sales Agent, Homeowner Agent, Social Agent and custom agents) that work leads and past clients.
• Lead routing and portal leads. Lofty's help center documents lead routing and a Zillow integration, including a two-way Zillow Premier Agent connection that syncs contacts created in the past two years. One caveat from the help docs: company or team leads imported through the two-way Zillow integration do not go through Lofty's lead routing.
• Lead generation services. Paid programs for Google, Facebook and Microsoft ads, social ads, Google Local Services Ads and "Own Your ZIP Code" campaigns.
• Transaction management and back office. Paperless transaction tools and a back office solution.

Pricing

Lofty does not publish prices. Its pricing page lists four plans (Lofty Agent, Lofty Team, Lofty Broker and Lofty Enterprise), each with a "Request Pricing" button, and lead packages priced the same way. The page does disclose a few fees: a 20% ad management fee on digital advertising, a 15% management fee on sphere ads, and $70 per month for a Home Evaluation Page if you buy seller leads without a Lofty IDX site. Ask for setup fees, contract length and per-seat costs in writing.

Downsides

You can't compare Lofty's cost without a sales call. The platform is broad, so setup and training take real time, and the add-on lead programs carry management fees on top of ad spend. If you already have a website you like and only need a CRM, you'd be paying for parts you won't use.

Who should use it: agents and teams who want one vendor for website, leads, CRM and automation. Who should skip it: agents who want transparent pricing or who already have a website and lead sources they are happy with.

BoldTrail

BoldTrail is Inside Real Estate's platform, built on the foundation of kvCORE. Inside Real Estate unified its products under the BoldTrail brand in 2024, and its own blog says kvCORE is being phased out and kvCORE customers are migrated to BoldTrail. If you see "kvCORE" in a brokerage's tech stack, this is the product.

What it does well for real estate

• Full brokerage stack. BoldTrail lists IDX websites, a lead engine, a smart CRM, marketing autopilot, transaction integration, business analytics and integrated AI. Separate modules cover back office (agent billing, commission management, QuickBooks integration) and recruiting.
• Lead routing. Its help center describes routing rules set at the company, office or team level: round robin, geographic territory, lead source, agent capacity or custom criteria, with a default rule so no lead sits unassigned. There are documented setups for routing company, office or team Zillow leads, and for Realtor.com lead forwarding and API delivery.
• Dialer and Smart Number. A mobile dialer with a "Dial Now" countdown that works through call lists, call dispositions and a dialing summary. The Smart Number is a VoIP number tied to your database that handles calls and texts. Per the help docs, the mobile dialer shows your personal number rather than the Smart Number, and call recording is not available in the mobile app.
• Built for brokerages. BoldTrail markets to agents, teams, brokers and enterprise organizations, and many brokerages provide it to their agents as part of the brokerage package.

Pricing

BoldTrail does not publish prices. Its pricing page asks you to request a demo to get pricing, and its blog says pricing varies by team size and modules, with add-ons such as BackOffice or recruiting possibly costing extra. Third-party sites quote figures, but BoldTrail itself warns those may not reflect current costs, so get a written quote.

Downsides

Pricing is opaque. The platform is large, and the number of modules means a longer learning curve than Follow Up Boss or Wise Agent. Individual agents often get BoldTrail through their brokerage, which means the brokerage, not the agent, controls the account. Check what happens to your contacts if you change brokerages before you build your business on a brokerage-provided login.

Who should use it: brokerages and large teams that want CRM, IDX sites, back office and recruiting from one vendor. Who should skip it: solo agents who want to own their system and know their price before a demo.

Wise Agent

Wise Agent is a long-running, budget-friendly CRM for agents. Its standout is that transaction management is included in the base plan, which is rare at this price.

What it does well for real estate

• Transaction management included. Transaction checklists, transaction portals so clients can see progress, and commission reporting.
• Drip campaigns and email. Pre-built and custom drip sequences, bulk email up to 2,500 per day, and an AI writing assistant.
• Lead rules and distribution. Lead pipelines plus lead rules that route and assign new leads automatically.
• Portal leads. Wise Agent is part of Zillow's Tech Connect program, so Zillow Premier Agent leads flow into the CRM through an API key you enter in Zillow. Its site also names Realtor.com and iHomefinder integrations and lists more than 100 integrations in total.
• Landing pages and lead credits. Customizable landing pages and 100 lead enhancement credits are included.

Pricing

• CRM: $49 per month, or $42 per month billed annually ($499 per year). Up to 5 team members on a shared login.
• CRM + WiseSocial: $69 per month, or $59 per month billed annually ($699 per year). Adds social media automation, automated listing posts and branded listing videos.
• Enterprise: custom pricing, built for 15 or more agents.

Add-ons: 5 more team members for $20 per month, separate logins (with permissions) at $20 per month each, unlimited lead enhancement credits for $5 per month, WiseText SMS at $11 per month for 1,000 credits plus an $80 one-time fee, extra landing pages at $5 per month. There is a 14-day free trial and 24/7 live support.

Downsides

Texting is a paid add-on with a setup fee, and the pricing page lists no dialer, so phone-heavy teams will need another tool. The base plan's team members share one login; giving each agent their own login adds $20 per agent per month. Lead routing is simpler than Follow Up Boss or BoldTrail. Its G2 rating (3.6 from 15 reviews) is lower than the others here, on a small sample.

Who should use it: solo agents and small teams who want a low fixed price and transaction checklists in the CRM. Who should skip it: high-volume teams that live on the phone and need first-to-claim routing and a built-in dialer.

Real Geeks

Real Geeks bundles an IDX website, a CRM and marketing tools into one monthly platform, with optional paid lead packages on top. Unlike Lofty and BoldTrail, it publishes its prices.

What it does well for real estate

• Website and CRM in one. The base platform includes a Real Geeks IDX website, the Real Geeks CRM, marketing and automation tools, and training and support.
• Calling and texting included. Real Geeks lists its dialer and unlimited calling, text, email and video in the base platform, plus website activity alerts and lead prioritization.
• Portal leads and routing. Real Geeks connects to Zillow and Trulia through Zillow's Tech Connect program. Its help center offers three ways to assign Zillow leads: keep Zillow's assignment, use Real Geeks round robin, or send all leads to one agent. It also documents connecting Realtor.com and Facebook lead ads, and lists a Zapier integration.
• Lead packages. Optional social, search and seller lead packages with a dedicated success manager.
• Low per-user cost at scale. Two users are included, and extra users get cheaper as you add more.

Pricing

• Platform: $399 per month plus a one-time $500 setup fee, including 2 users. The pricing calculator offers 6-month and 12-month terms.
• Extra users: $25 per month each for users 3 to 10, $10 each for users 11 to 40, $5 each for 41 to 100, $1 each beyond 100.
• IDX feeds: $10 per month per MLS board.
• Lead packages: Social $299 per month (about 20 to 40 buyer leads), Search $599 per month (about 20 to 40 buyer leads), Seller $599 per month (about 10 to 15 seller leads).
• Geek AI Text: $49 per month, free with any lead package.

The pricing page does not mention a free trial.

Downsides

At $399 per month the entry price is high for a solo agent who already has a website. The pricing calculator's 6 or 12 month terms mean less flexibility than Follow Up Boss's month-to-month plans. Lead package volumes are estimates, not guarantees, and lead quality from any paid program varies by market.

Who should use it: agents and small teams who want a website, CRM and dialer from one vendor at a published price, especially if they plan to buy leads. Who should skip it: agents who already have a website and only need a CRM, and anyone who wants a month-to-month plan.

HubSpot Sales Hub

HubSpot Sales Hub is a general sales CRM, and its free tier is the free HubSpot CRM. Some agents start here because it costs nothing and handles contacts, email tracking and a deal pipeline well. It was not built for real estate, and that shows.

What it offers agents

• Free CRM for up to 2 users, no credit card required, with contacts, deals and email tools.
• Starter lists calling, task queues and up to 50 sales automation workflows with restricted triggers and actions.
• Professional adds sequences (automated email follow-up, up to 500 email sends per user per day), up to 300 fully customizable workflows, forecasting and conversation intelligence.
• Lead Form Routing appears in the Enterprise column of HubSpot's plan comparison.

Pricing

• Free: $0 for up to 2 users.
• Starter: $7 per seat per month paid annually or $10 month-to-month, a limited-time offer for new customers (regular price $20 per seat per month).
• Professional: $90 per seat per month billed annually ($100 on monthly billing), plus a required one-time $1,500 Professional Onboarding fee.
• Enterprise: $150 per seat per month, plus a required one-time $3,500 Enterprise Onboarding fee.

Downsides

HubSpot's plans list no IDX website, MLS connection or real estate portal integrations, so getting Zillow or Realtor.com leads in means email parsing, Zapier or a third-party connector. Email sequences, the main nurture tool, need Professional at $90 per seat, which costs more than Follow Up Boss Grow.

Who should use it: a new agent who wants a free, well-designed contact database, or a brokerage that already runs marketing on HubSpot. Who should skip it: agents who buy portal leads and need speed-to-lead tools.

Zoho CRM

Zoho CRM is a general-purpose, highly customizable CRM with a low price. Agents with time to configure it can build lead pipelines, workflows and custom modules for listings and buyers.

What it offers agents

• Free edition for 3 users with contact management, workflow automation (including routing leads to the right rep), 10 custom email templates and 5,000 API calls per day.
• Standard adds mass email, built-in calling, multiple pipelines, web forms, forecasting and custom modules.
• Professional adds process management, AI agents, predictive intelligence, unlimited reports and customer journeys.
• Enterprise adds multi-team management, reporting hierarchy, custom functions and approval processes.

Pricing

• Free: $0 for up to 3 users.
• Standard: $14 per user per month billed annually ($20 billed monthly).
• Professional: $23 per user per month billed annually ($35 billed monthly).
• Enterprise: $40 per user per month billed annually ($50 billed monthly).
• Ultimate: $52 per user per month billed annually ($65 billed monthly).

Free trials are offered on paid editions, and Zoho says there are no contracts.

Downsides

Zoho has no real estate features out of the box: no IDX, no MLS connection, no portal lead integrations, no listing-specific pipelines. You'd build all of that yourself or pay a Zoho partner. That makes it cheap in license fees and expensive in time.

Who should use it: agents or small brokerages that like configuring software and want a low per-user price. Who should skip it: anyone who wants to be calling leads by tomorrow.

What It Costs: Solo Agent, 10-Person Team, 25-Person Team

These figures use list prices on each vendor's site in October 2026, annual billing where offered, before taxes and lead spend. Lofty and BoldTrail are not included because they don't publish prices.

Solo agent (1 user), first year

• Follow Up Boss Grow: $58 x 12 = $696. With the calling add-on ($33 per month): $91 x 12 = $1,092.
• Wise Agent CRM: $499 per year. Adding WiseText SMS ($11 x 12 + $80 setup) brings it to $711.
• Real Geeks: $399 x 12 + $500 setup = $5,288, plus $10 per month per MLS board for IDX feeds. This includes a website, so compare it with FUB plus a separate website subscription.
• HubSpot: $0 on the free CRM; $7 x 12 = $84 on Starter at the new-customer offer ($240 at the regular $20 price).
• Zoho CRM: $0 on the free edition; Professional is $23 x 12 = $276.

Team of 10, first year

• Follow Up Boss Grow: 10 x $58 x 12 = $6,960, or $10,920 if every agent has the calling add-on.
• Follow Up Boss Pro: $416 x 12 = $4,992, with 10 users and unlimited calling and texting included. Pro is cheaper than Grow from 8 users without calling, and from 5 users if everyone needs calling.
• Wise Agent: $499 + one 5-member pack ($20 x 12) = $739 on a shared login. If all 10 agents get their own login (assuming the base includes one), add 9 x $20 x 12 = $2,160, for $2,899.
• Real Geeks: $399 + 8 extra users x $25 = $599 per month. $599 x 12 + $500 = $7,688.
• HubSpot Professional (needed for sequences): 10 x $90 x 12 + $1,500 = $12,300.
• Zoho CRM Professional: 10 x $23 x 12 = $2,760.

Team of 25, first year

• Follow Up Boss Pro: $416 + 15 x $41 = $1,031 per month, or $12,372 per year.
• Follow Up Boss Platform: $833 x 12 = $9,996, with up to 30 users. From 21 users Platform costs less than Pro.
• Real Geeks: $399 + 8 x $25 + 15 x $10 = $749 per month. $749 x 12 + $500 = $9,488.
• HubSpot Professional: 25 x $90 x 12 + $1,500 = $28,500.
• Zoho CRM Professional: 25 x $23 x 12 = $6,900.
• Wise Agent: at this size Wise Agent points teams to its Enterprise plan, which is quoted.

Two things stand out. First, Follow Up Boss's bundled plans change the math for teams: a 10-person team pays less on Pro than on Grow and gets unlimited calling. Second, the cheapest options (Zoho, HubSpot Starter, Wise Agent) leave out the dialer, portal routing or IDX site, and replacing those with separate tools can cost more than the gap.

How to Choose

Start with where your leads come from. If most of your business is paid portal leads (Zillow, Realtor.com, Homes.com), routing and speed to lead matter most, and Follow Up Boss is the strongest fit. Check that each portal you pay for is supported, and decide whether the portal or the CRM does the routing. BoldTrail's help center, for example, tells you to turn off Zillow's routing so the two systems don't assign the same lead to different agents.

Decide whether you want a website from the same vendor. Lofty, BoldTrail and Real Geeks include IDX websites. Follow Up Boss connects to separate IDX site providers. Wise Agent offers landing pages and markets IDX websites. HubSpot and Zoho have nothing real estate specific.

Count the agents who make calls. A dialer and two-way texting are included on FUB Pro and Real Geeks, an add-on on FUB Grow, and absent from Wise Agent's pricing page (texting is a paid add-on there).

Price the team, not the seat. Per-user prices mislead at team scale. Run your own headcount through FUB Grow, Pro and Platform, and Real Geeks' tiered user pricing.

Ask the quote-only vendors the same questions. For Lofty and BoldTrail, get in writing: price per seat, setup or onboarding fees, contract length, which features and modules are included, ad management fees, and what happens to your data if you leave.

Plan for leaving. Before you commit, confirm you can export contacts, notes, activity history and action plans. LionDesk users had a few months to migrate when Lone Wolf shut it down, a reminder that a CRM can disappear under you.

Check who owns your contacts. If your brokerage provides the CRM (common with BoldTrail and Lofty), ask what happens to your database if you change brokerages.

Final Recommendations

• Best overall: Follow Up Boss. Routing, speed to lead, calling and texting are its strengths, and its prices are public. Budget for a separate IDX website and a transaction management tool.
• Best all-in-one platform: Lofty. Website, CRM, Smart Plans, power dialer and lead programs in one place, if you accept quote-based pricing.
• Best for brokerages: BoldTrail. CRM, IDX websites, back office and recruiting from one vendor, at a quoted price.
• Best budget CRM with transaction management: Wise Agent. $499 per year for the CRM with transaction checklists and drip campaigns. Add a dialer elsewhere.
• Best published-price website plus CRM: Real Geeks. $399 per month with an IDX website, CRM and dialer, plus optional lead packages.
• Best free option: HubSpot's free CRM, with Zoho CRM's free edition as the more configurable alternative. Expect to do the real estate wiring yourself.