Real estate CRM has requirements that horizontal sales CRMs rarely meet: MLS integration, automated lead routing from Zillow and Realtor.com, transaction management, drip campaigns timed to listing milestones, and team-level commission tracking. The eight CRMs below are the most commonly selected by residential teams, commercial brokerages, and property managers.
Real estate professionals should weight CRM selection on four dimensions: lead source integration (Zillow, Realtor.com, Facebook), MLS connectivity, transaction and document management, and drip campaign sophistication. These priorities are unique to the industry.
Lead source integration determines whether the CRM can ingest the dozens of portal and ad-driven leads a typical residential agent receives weekly. Follow Up Boss, kvCORE, and Lofty all ship native Zillow Tech Connect integration. MLS connectivity matters because property data drives the entire workflow; platforms with native IDX websites (kvCORE, Lofty, BoomTown) eliminate one integration layer.
Transaction management depth varies sharply. Brokerage-level platforms like Lone Wolf and Skyslope are often paired with sales-focused CRMs because no single product excels at both. Drip campaign sophistication enables nurture against listing anniversaries, lifecycle milestones, and behavioural triggers. See our CRM directory, real estate software category, and HubSpot vs Salesforce comparison.
| Product | Best for | MLS integration | Rating | Starting price |
|---|---|---|---|---|
| Follow Up Boss | Top-producing residential teams | Via portals | 4.6 | From $69/user/mo |
| Lofty | Mid-size residential teams | Yes (IDX) | 4.4 | From $499/mo |
| kvCORE | 50-1,000 agent brokerages | Yes (IDX) | 4.2 | From $499/mo |
| BoomTown | Ad-spend-heavy teams | Yes (IDX) | 4.3 | From $1,500/mo |
| Wise Agent | Solo agents | Via add-ons | 4.3 | From $32/user/mo |
| LionDesk | Cost-sensitive solos | Limited | 4.0 | From $39/user/mo |
| Apto | Commercial real estate | CRE-specific | 4.4 | From $89/user/mo |
| Salesforce Real Estate | REITs & enterprise CRE | Via Real Estate Cloud | 4.3 | From $300/user/mo |