Follow Up Boss is the best overall CRM for most real estate agents and teams. It focuses on the work that affects conversions: capturing leads, assigning them to the right agent, following up by phone, text and email, running nurture campaigns, and measuring agent and lead-source performance.
Follow Up Boss supports more than 250 integrations, along with lead distribution, Smart Lists, Action Plans, mobile apps, reporting and built-in communications. Its open-platform model lets teams connect the websites, advertising tools and lead-generation services they already use. Recheck pricing and plan details on September 20, 2026, before subscribing.
Best Real Estate CRM Software at a Glance
| CRM | Best for | Main strengths | Cost information |
|---|---|---|---|
| Follow Up Boss | Most agents, teams and lead-driven brokerages | Lead routing, calls, texts, email, automation, reporting and integrations | Public plans, free trial and no contract. Verify current pricing before subscribing. |
| Lofty | All-in-one real estate marketing and CRM | IDX websites, AI CRM, Smart Plans, lead generation, property alerts and transaction management | Quote-based pricing. |
| Wise Agent | Budget-conscious agents and small teams | Contact management, drip campaigns, transaction management, landing pages and support | $49 per month, or $42 per month with annual billing. The CRM plan includes up to five team members through a shared login. |
| HubSpot Sales Hub | Free CRM users and broader sales operations | Free contact and deal management, email tools, meetings and wider business integrations | Free for up to two users. Paid Sales Hub plans start at $10 per seat per month when billed annually. |
| Realvolve | Agents with complex transaction workflows | Properties, transactions, workflow automation, templates and integrated texting | $99 per month for one seat, plus a one-time configuration fee. |
Why Follow Up Boss Is the Best Overall Real Estate CRM
Follow Up Boss Is Built for Lead Conversion
Many CRMs mainly store contact information. Follow Up Boss is built around real estate lead follow-up, with lead distribution, Smart Lists, Action Plans, calls, texts, email, team inboxes and performance reporting.
That makes it a strong fit for agents who receive leads from Zillow, Realtor.com, paid advertising, websites, referrals or multiple lead providers.
Follow Up Boss Connects With Existing Tools
Follow Up Boss lets agents connect lead sources, websites and marketing tools without replacing the rest of their technology stack. That matters for teams that already use a website provider, advertising service, dialer, lead-generation platform or third-party marketing system.
Calls, Texts and Email Stay With the Contact Record
Follow Up Boss stores calls and texts alongside email and other lead activity. Its calling tools support inbound routing, ring groups, outbound calls, call tracking, recording and AI-generated summaries.
The platform also supports automated texts for new leads and group texting for clients, partners and team members.
Follow Up Boss Supports Team Management
Teams can use lead routing, shared inboxes, reporting, collaboration tools, agent performance data and coaching features. The Pro and Platform plans are designed for growing and larger teams that need visibility into response activity and lead ownership.
Follow Up Boss Includes AI Features
Follow Up Boss AI can summarize calls, suggest tasks, recommend messages and help identify higher-intent leads. It uses information from an agent's calls, texts, emails and lead activity instead of operating as a separate generic chatbot.
Follow Up Boss says these AI features currently have no separate charge, although some require paid calling functionality.
When Is Lofty Better Than Follow Up Boss?
Lofty is a better choice when you want one platform for lead generation, an IDX website, CRM management, marketing automation and transaction workflows.
Lofty combines an AI-powered CRM with customizable IDX websites, Smart Plans, property alerts, lead scoring, reporting, listing tools, mobile apps and transaction management. Its tools cover the process from lead capture and property searches through settlement.
Lofty fits teams that:
- Need a built-in IDX website.
- Want to manage lead-generation campaigns through the same provider.
- Want website activity, saved listings and property searches connected to the CRM.
- Prefer one platform instead of several separate tools.
- Need transaction management alongside lead nurturing.
The main drawback is pricing transparency. Lofty asks prospective customers to request a quote based on the platform package, number of seats, upgrades and lead-generation services.
When Is Wise Agent the Best Choice?
Wise Agent is the best value option for solo agents and small teams that want a conventional real estate CRM at a predictable price.
Wise Agent includes contact and lead management, lead automation, drip campaigns, transaction management, landing pages, reporting, document storage and live support. The CRM costs $49 per month, or $42 per month with annual billing. The plan includes up to five team members through a shared login. Separate logins are available as an add-on.
Wise Agent makes sense when you:
- Have a limited CRM budget.
- Need contact management and automated follow-up.
- Want transaction features included.
- Prefer month-to-month pricing.
- Value live support and onboarding.
A shared login can work for a very small team. Separate user logins are a better fit when accountability, permissions and individual performance reporting matter.
When Is HubSpot the Best Choice?
HubSpot is the best option if you want a free or general-purpose CRM that can expand into marketing, sales and service software.
HubSpot offers a free CRM for up to two users, with tools for contacts, deals, meetings and basic sales activity. Paid Sales Hub plans add automation, outreach, forecasting and other sales features.
HubSpot suits:
- New agents who need a free starting point.
- Real estate investors with broader sales operations.
- Commercial real estate businesses with complex company and deal relationships.
- Teams already using HubSpot for marketing or customer service.
- Businesses that need a general CRM rather than a real estate-specific platform.
The tradeoff is specialization. Follow Up Boss and Lofty provide more direct support for lead routing, property activity, listing alerts, IDX websites and real estate follow-up workflows.
When Is Realvolve the Best Choice?
Realvolve is the strongest alternative for agents who care more about process automation and transaction workflows than high-volume lead conversion.
Realvolve provides contact, property and transaction management, integrated texting, 21 pre-built workflows and more than 250 customizable templates. Its pricing page lists an all-inclusive plan at $99 per month for one seat, plus a one-time configuration fee.
Realvolve suits agents who:
- Run detailed buyer or seller workflows.
- Need repeatable transaction checklists.
- Want tasks to start automatically at transaction milestones.
- Manage complex processes across contacts, properties and deals.
- Prefer workflow depth over a lead-generation ecosystem.
What Features Should a Real Estate CRM Include?
The best real estate CRM should provide the following:
Lead capture and integrations The CRM should import leads from websites, portals, advertising platforms and referral sources.
Fast communication Calls, texts and email should be available from the contact record, with the communication history stored automatically.
Automated follow-up Look for drip campaigns, Action Plans, task reminders, automated texts and email sequences.
Lead routing Teams need rules for assigning leads by location, price range, lead source, property type or agent availability.
Website and property activity The CRM should show which contacts visit the website, view listings, save properties or request information.
Pipeline management The system should distinguish between new leads, active prospects, appointments, clients, pending transactions and closed clients.
Reporting Teams should be able to measure response times, contact attempts, appointments, conversions, transactions and lead-source performance.
Mobile access Agents need to update contacts, respond to leads and complete tasks while away from the office.
Data portability Check whether contacts, notes, activities and tags can be exported if you change platforms.
Final Recommendation
For a typical lead-driven real estate team, start with Follow Up Boss. It combines lead management, communication tools, follow-up automation, team accountability and third-party integrations in one real estate-focused CRM.
Choose Lofty when the IDX website and lead-generation tools matter as much as the CRM. Choose Wise Agent for a lower-cost system with contact management and transaction tools. Choose HubSpot for a free general-purpose CRM. Choose Realvolve when detailed workflow automation is the priority.
Before subscribing, compare the full cost of seats, calling, texting, website or IDX tools, lead generation, onboarding and transaction management. CRM packages and add-ons change often, so verify the current plan details before making a decision.