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CRM for real estate

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20 years of experience
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Best Real Estate CRM in 2024

Real estate business is changing

Residential real estate differs significantly from commercial real estate, necessitating specialized CRMs for each domain with features like drip campaigns, integrated AI, and functionalities tailored for managing real estate leads. While the resi market is moving fast towards high frequency house selling – with automated valuations and “robo-buyers” like industry leaders RedFin, the need for the best CRM for real estate to manage these transactions is more evident than ever. The Commercial real estate is still pretty much a relationship selling business, underscoring the importance of a CRM option like follow up boss or wise agent, deemed one of the best CRMs for managing real estate leads. Where past clients form 80% of a broker’s future sales, underscoring the value of CRM offers with robust management software.

So we have market leaders in residential real estate selling like RedFin, which offer free trials of their CRM platforms. And at the same time, we have big brokerage firms like Cushman & Wakefield, who are still mostly relying on their brokers’ strong relationships with clients to do business.

CRM systems for real estate have been around for a while. Yet, most CRM projects fail, a reminder that choosing one of the best CRMs, ideally suited for real estate in 2024, is critical for successful implementation and user adoption. Why? Because brokers consider them to be tedious without the right CRM platform to automate the process, making it clear that the best real estate CRM software is essential for streamlining sales tasks.

Real estate CRM software is not enough

Most CRM software implementations fail because of user adoption, highlighting the importance for agents to choose the best real estate CRM software that meets their specific needs. Most real estate agents consider CRM to be tedious and time consuming, but adopting popular and user-friendly CRM options can change this perception. Real estate professionals, many of whom are looking for a CRM to help manage their sales and real estate leads more efficiently. don’t want to do data entry, which is a waste of their time. Most brokers use CRM software as a simple contact management tool – an “Outlook on steroids”.
Classic CRM software is not enough, because users don’t adopt it.

Future of Residential Real estate agents

The residential real estate market will be fully automated, with many real estate agents relying on CRM to manage their sales and lead processes efficiently. Real estate agents will do viewings only on the most expensive properties, leveraging CRM tools to prioritize and manage these high-value engagements. The low and mid-tier market will be fully automated, necessitating advanced CRMs with drip marketing features to manage customer relationships effectively.

Real estate CRM will be working as a large cloud computer with integrated AI to do all the transaction management, offering a free trial to demonstrate its value.

Real estate Buyers and Sellers will be communicating via online portals, minimizing transaction management costs. Valuation models will become more accurate and instant selling would become more mature.

Future of Commercial Real estate agents

Commercial real estate industry would remain pretty much unaffected, unless adopting the best real estate CRM software becomes a common practice to streamline sales and manage leads. Commercial properties in majority cases are unique, have individual criteria which do not repeat across the real estate markets, requiring specialized CRM management software.

Given the complexity of any sale, lease, or development projects – managing involved parties is a separate process on its own, facilitated greatly by effective use of the best CRMs.

Because Commercial real estate cannot be harmonized – every deal will be done in semi-manual mode, highlighting the need for the best real estate CRM software to streamline the sales process. Yes, there is a lot of room for automation in CRM platforms for real estate. But is it possible to replace humans completely (like in residential real estate)? – The answer is no. Commercial real estate is much more complicated.

The future for commercial real estate agents is in tracking communication and building customer relationships. External sources like LinkedIn are great, but internal sources (that can help with warm introductions) would prove to be decisive for real estate professionals, highlighting the importance of choosing the best CRM.

Next generation of CRM for real estate

The next generation of best Real estate CRM in commercial industry – will be platforms that combine: smart marketing automation tools, advanced lead scoring, market analytics, tenant risk analysis, market analytics, real estate websites that produce more leads, ability to leverage internal customer relationships.
Let’s deep dive into how the best real estate CRMs can transform the sales process.

  • Smart Marketing automation tools – including working with “dark funnel”, active leads scoring, email marketing campaigns, click tracking, real estate websites visit tracking, lead routing are essential for agents who want a CRM to streamline their sales and enhance productivity.

  • Market analytics – include property tracking, lease and sale comps, tracking industry changes

  • Collaboration for real estate teams is more productive when using a CRM, as it helps in efficiently managing real estate leads. Most agents will use secure file sharing, deal approval, create tasks, make conversations on a comprehensive sales CRM platform.

  • Transaction management tools. To track historic real estate market events to improve sales process and asset valuation, a comprehensive CRM option is indispensable.

  • Best real estate CRM will have modern UX/UI that will shorten learning curve, important when choosing a CRM. It will have lots of customization options.

  • Such a Real estate CRM system will track client relationships in the real estate business. Client communications, click to call capabilities, advanced features, third party integrations.

Common questions about Real Estate CRM software:

What is a CRM in real estate business?

Advanced contact management is not enough for any realtor. Modern real estate agent must be able to do 3 things:

  1. Must have smart Marketing automation tools, a hallmark of top producer CRMs. Tracking the “dark funnel” (i.e., using CRM tools to uncover hidden opportunities) is crucial for agents who want a CRM that can streamline their sales process. tracking customers while they are still researching with a free CRM that specializes in real estate demonstrates how much agents need a CRM tailored for the real estate market in 2024.

  2. Powerful real estate analytics – to predict when your tenants need a bigger office. Or to see your asset occupancy.

  3. Collaboration tools. To efficiently work with your real estate sales teams, many real estate agents look for a CRM that can help streamline their sales processes and manage client interactions more effectively. And track customer relationships using advanced CRM platforms designed for small businesses.

Does a Realtor need a CRM software or a tailored Real Estate CRM?

For basic communication with customers – most CRM solutions, including free CRM offers, would be enough. However when your deals are long (like in commercial real estate industry) and you have a large team – then a more advanced Real estate CRM, designed for sales CRM efficiency, would provide bigger benefit.

Is Salesforce good for real estate business?

Salesforce is just a horizontal CRM software. It is one of the market leaders, however, it is not tailored for specific real estate industry needs as effectively as a dedicated best CRM for real estate would be. It is one of the good modern CRM solutions.

Unlike Real estate CRM – Salesforce lacks capability to track lease and sales comps, doesn’t have deal rooms to track communication history with your clients, doesn’t have listing website.


Real estate industry needs a new way for lead generation, customer relationship management to help real estate agents.

Client management, tracking sales process and sales pipeline is vital in any commercial real estate businesses.

Best real estate CRM will have all the features above. And the companies that would embrace the new generation – will become the market leader.

Igor Sarov