How to choose the best CRM for realtors!

Table of Contents

The best CRM for realtors is one that fits the specific needs of the business. There are many different CRMs on the market, so it’s important to take the time to find the best real estate CRM that will work well for the company. The first step is to identify what features are most important. For example, some realtors may need a CRM that includes automated email marketing, while others may prefer one with a robust lead management system.

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Once the features have been identified, it’s essential to compare different CRMs to see which offers the best value. The price should be considered, but it’s also essential to look at reviews from other users to get an idea of how easy the CRM is to use and whether or not it offers the most important features. By finding the best real estate CRMs, businesses can save time and money in the long run.

Real estate business CRM: what is it?

The phrase CRM stands for “customer relationship management.” as the name implies, your CRM may be used to track and manage leads, send drip campaigns, store contracts, book and arrange appointments, and many other things. A CRM, in general, is software that’s used to operate your company.

Beyond any CRM’s star-rated features, the level of productivity it may offer your company is what matters most. We have only one difference between a solo entrepreneur and an entrepreneur. A solopreneur owns a job. An entrepreneur owns a system. With this crucial distinction in mind, let’s look at the advantages of utilizing a real estate industry CRM to help you run your business.

best crm for realtors
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What’s the best CRM for real estate professionals? 

The advantages we mentioned above are simply the beginning. You’ll also benefit your business significantly if you use the appropriate real estate CRM.

benefit #1. the best real estate agent CRM saves you time and headaches

How often do you think you have asked someone on your team for an update on a client or transaction only to discover that it takes far too long to get what you want? According to research, 65% of a representative’s time is spent on non-revenue-generating activities. That’s a lot of missed opportunities.

best crm for realtors
Save Time And Get Organized

With a brilliant real estate CRM, this doesn’t happen. Keeping everything in one place allows you to maintain it all beautifully organized and consistently so that you can find anything anytime. You, your agents, VA, or transaction manager will have one centralized place to look for it because this sort of pro-level organization can help you develop leads and meet your sales objectives faster.

benefit #2. the best real estate agent’s CRM will help you close more deals because of “lead nurturing.”

The percentage of leads that reach the marketing funnel is 25.32% “sales-ready.” you must offer your leads the correct message at the right moment if you want to close cool or warm prospects. The most effective method to achieve this is intelligent, targeted lead nurturing. Depending on how far along in their buying process your leads are, 

best crm for realtors
Sample Lead List

You’ll be able to personalize your message to fit your lead’s specific purchasing stage, allowing you to connect with them more personally. Your leads will see that you are going above and beyond to assist them. As a result, your conversion rates will naturally rise. However, you won’t be able to do this.

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benefit #3. an influential real estate industry CRM helps you keep up with the demands of modern homebuyers and sellers

Lead nurturing aims to convert prospects into customers by building relationships with them. You’ll utilize your CRM to create custom drip campaigns that are only sent to specific portions of your list to execute lead nurturing. This is something a spreadsheet full of business cards and a stack can’t accomplish.

It’s no longer enough to have a single lead management system; in today’s world of chatbots, Robo-callers, and Starbucks lattes, your CRM should provide you with enough customization so that no lead feels like another number in your database.

It would help if you looking for CRM software with a good mix of automation and personalization so that none of your leads feel like they’re reading a machine-generated text.

A real estate CRM software can easily be set up to send automated drip emails to generate new leads or stay in touch with other individuals in your database, such as your spouse, soi, referrals, and previous clients.

best crm for realtors
More Leads, More Sales!

How the best CRM for realtors handles every stage of the customer lifecycle

Different clients have different requirements. While you may, in theory, send all your leads with one automated blanket email generated straight from your real estate agent CRM, you shouldn’t. Each sort of lead necessitates a distinct level of care. Let’s begin by looking at handling leads generated from third-party portals, such as Zillow, Redfin,, or

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CRM requirement #1 – the ability to contact pipeline leads immediately

When you get a lead from a third-party portal, follow up as quickly as possible—for example, lightning-fast. Potential consumers in this category are often eager to learn more about your organization and its services. They’ll go through many listings before reaching out if they find one that interests them.

Customers with shorter timelines and a greater desire to book a viewing via the first real estate agent who responds the fastest are more interested in houses that might be useful to them. But, let’s face it, with a busy schedule, you may not have the time to respond immediately to each lead. That’s when your real estate CRM comes in handy.

best crm for realtors
Sample Lead Pipeline

You may generate autoresponders activated every time someone completes a form on a third-party portal site with innovative real estate CRM software. Set up one message for anybody who contacts you about particular houses. This allows you to immediately contact them and provide an answer instead of waiting for a follow-up email or phone call.

When emailing potential clients, thank them for getting in touch with you and provide a call to action that encourages them to set up a time to talk about an immediate showing. Because these leads are often more costly than others, you must act on them immediately using a quick follow-up, such as a text message.

CRM requirement #2 – email drip campaigns for IDX registrations

Your IDX registration leads are at the other end of the spectrum. Unlike your third-party portal leads, customers in this category are not generally ready to sign. They’re just dipping their toes into the world of real estate professionals. But it would be best if you didn’t sit on your hands waiting for them to contact you.

Instead, utilize lead nurturing to keep the discussion going and warm them up until they’re ready to make a purchase. To do so, you’ll need a robust sales system with a well-thought-out strategy behind it. When you’re developing your game plan, keep the following things in mind:

this connection will take time. Don’t begin by asking these potential consumers to schedule a viewing or make an appointment to chat with you. Consider how you might assist them in getting more information about available houses.

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Before you can win their confidence, you must first provide value. It would help if you also offered these consumers something for free before ever considering asking them to show you a property since it takes time and expertise to build rapport with strangers. You can, however, accomplish everything outlined above with the aid of focused follow-ups.

let’s look at a few CRM software templates and examples:

The CRM enables you to organize your time (and leads) 

Don’t send every lead a follow-up immediately because you have your follow-ups ready. It’s a fantastic method to waste time on deals that won’t happen because you’re constantly attempting to contact all of your leads. Instead, concentrate on follow-ups with clients who fall within a specific budget range and use your site frequently.

By emphasizing new buyers, you can keep a million-dollar client from becoming a five-figure customer. If, for example, a million-dollar client only contacts you once every month, but two $750,000 customers contact you multiple times each week, focus your efforts on the latter while still maintaining contact with the former buyer.

The main benefit of IDX registrations is that you’re catching potential customers before they can visit the sites. Because of this, it’s critical that you grab these consumers’ attention and keep them interested and involved.

You can accomplish that with real estate CRM software to nurture those leads. However, not all real estate CRMs are created equal. Here are some questions to ask when selecting the finest real estate CRM.

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How does your real estate CRM nurture buyer leads?

Sometimes, when showing a house to a potential buyer, it’s clear that it isn’t the right fit. 30+ days later, you discover that you never kept in touch with them. You may reason that they’ve already found a new home, and all hope is lost. While your chances of sealing that agreement are remote, you may avoid making this costly error again using a few simple settings in your CRM.

you may also send them to view other houses and keep them interested the entire time. (one approach to do this without too much manual effort in hl integrators is to set up a smart list of these specific contacts.) you tag your buyers based on how often you want to contact them. When the time has passed, you’ll get a notification reminding you.

The best real estate CRMs will also allow you to add activities to your buyer’s contact information so that when your follow-up alarm goes off, you’ll know where you left off and what needs to be done.

When creating an appointment in your CRM’s calendar, you should be able to do so immediately. Tagging your buyers, building activities, and adding new appointments to your CRM’s calendar ensures you’ll never lose a lead again.

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The CRM will seamlessly re-engage past clients

Clients from the past might provide you with new business. The trouble is that many agents concentrate too much on obtaining fresh leads, which can cause them to overlook their existing sources of revenue. It would help to stay in touch with your former customers if you were doing more.

Spend a few extra minutes personalizing the material you offer this critical audience. Don’t make things more complicated than they need to be. Perform something, and you’ll be in much better shape than your competition, no matter what it is.

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How to choose the best real estate CRM for the best price

You’re ready to start weighing CRM features that can get you there once you know what you want for your business (and life!) Many CRMs can assist you with almost every aspect of your real estate business.

Real estate CRM category #1: rookie CRMs

Several low-cost CRMs can help you keep track of your leads if you’re just starting. Many of these cost less than $1000 annually and come with a free trial. These tools can be helpful at first when you need a place to expand your nascent database. You’ll be able to afford a tool with a beautiful user interface in the future. But right now, it doesn’t matter how excellent your software is. It just needs to be straightforward to utilize.

It’s also crucial to note that not all CRMs are real estate CRM. Many agents begin with a general CRM because it is well-known, loved, and sometimes very affordable or even free. That’s perfectly fine at first. however, as the referrals start rolling in, managing all of your company’s activities as a

This leads us to the…

Check out our review of the high-level CRM

#2: solo agent CRM

If you’ve been a.) exceeding your monthly sending limit, b.) considering hiring a VA, or c.) concerned about seeing your family again, it’s time for an upgrade. A CRM is a good idea if you want to save time (and pain) using one.

It’s also helpful in handling lead generation and capture, real estate-specific drip emails, sophisticated soi marketing, direct mailers, etc. You should be aware that specific CRMs are lead-generating tools, entirely different.

best crm for realtors
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#3: team real estate CRM

Growing pains indeed exist. Your company’s pain points as a team leader will differ from when you were a rookie.

When you get to a point in your company where you have far more work than you can handle, it will pay back tenfold to provide your staff with the tools they require to do more and faster. Maintaining backend logins and switching between platforms at this stage would harm your employees’ performance and put you at risk of losing leads.

Some CRMs (including hl integrators) include additional capabilities like transaction management and deal reporting to give you a complete picture of who and what is making money in your team.

multiple systems vs. all-in-one solution

It’s common for a newbie to use one system to keep track of database leads and another for sending drip campaigns, among other things. However, as your business expands, you’ll want a single CRM that can handle everything from start to finish.

Marketing automation & lead management tools included with HLI:

  • stages of lead cycle
  • social media content distribution
  • real estate website
  • high converting real estate lead funnels
  • automated real estate email drip campaigns
  • voice drops
  • prospect follow-ups
  • reporting
  • workflow automation (lead follow-up)
  • The real estate team reporting
  • a/b testing
  • automated appointments
  • listings management
  • automatic voice drops
  • text messaging
  • chatbot – for lead generation

automation and personalization

Automation is excellent, but sometimes you need that personal touch that only an actual, breathing human can provide. Is the CRM capable of automating and customizing as required?

Customer support

How much of a learning curve can you handle? A free trial is an excellent approach to test the CRM itself and the customer service that comes with it. Every new technology takes some time to master. Make sure you and your coworkers have access to the information they require when they need it.

Reporting and analytics

As your company expands, keeping track of money and opportunities that might fall through the gaps becomes increasingly difficult. Look for a CRM that provides advanced tracking and reporting so you can build a solid lead management system and hold agents accountable for the leads they receive.


The place you’re at in your business has a lot to do with how you get the most bang for your buck. What’s the most acceptable match for your firm over the next two years?

You can save money by using one CRM as your central lead management system and dialer for teams calling various leads from MLS sites, internet lead sources, expired, FSBOs, and other sources.

Take an honest look at your company’s cost and time pressures and the potential of the CRM to relieve these. One last point on costs: CRM pricing should always be transparent. You probably can’t afford it if you can’t discover a price on their website.

Is HL Integrators suitable for you?

HL integrators’ customers include teams of three or more agents who are laser-focused on lead ROI. We assist them in closing more deals faster, keeping their representatives accountable, and preventing opportunities from slipping through the cracks.

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