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CRM Real Estate Meaning: How to Use CRM for Real Estate

Except CRM in real estate definition, we'll describe the main features, benefits, types of CRM for real estate agents and brockers.

Noah Jay Hendricks
Written by
Noah Jay Hendricks
Noah Jay Hendricks
Noah Jay Hendricks

When not knee-deep in his vegetable garden, wrestling with weeds, Noah can be found daydreaming about engaged and happy customers who never have to worry about their CRM because it’s working for them, not against them.

More from Noah Jay Hendricks

Published: Jun 06, 2022

| Last updated on Jun 14, 2024

| 22 mins read

What does CRM stand for in real estate? Customer relationship management (CRM) software allows you to keep track of all of your client interactions and relationships. When you're offering one of the most crucial services of all—assisting clients with the purchase, sale, or rental of real estate—CRM becomes even more important.

The best CRM software improves client communications, puts the buyer or seller in the forefront, and helps you close more deals and earn more money. 

Here you can see the list of the most popular CRM for Real Estate in 2024:




With Zero-Integrations required, REsimpli replaces multiple software subscriptions, making it a true all-in-one CRM software for real estate investors. One can use the List Stacking feature, utilize the Dialer, automate marketing using Drip Campaigns, and manage and track all marketing campaigns and team performance on a granular level. Its most valuable asset is the ability to navigate all needs within the software, with swift and efficient support systems available.



Maximizer It is a brand of customer relationship management software that is widely used by realtors and consultants to track clients and leads. The software provides contact management solutions for entrepreneurs, SMBs, and large corporations. Services can be provided with two different deployment options that can grow with your business - either through the cloud or hosted on your company's servers.


Salesforce Salesforce is a well-known and dynamically developing CRM system. It provides users with the ability to work through cloud solutions. Its functionality is flexible and allows you to solve many tasks of the sales cycle. The company has developed industry solutions in key areas: financial services, healthcare, public sector, communications, retail, media business, automotive, education, non-profit activities. Salesforce solutions are grouped by functional areas.


Freshsales It's a user-friendly platform that aims to maximize the productivity of your sales team. CRM software offers tools such as built-in phone and email, lead scoring, and workflow automation that make it easy to keep in touch with contacts and move deals forward. Freshsales CRM also has a relatively wide range of integrations for marketing, productivity, and communication.


Pipedrive Pipedrive is a CRM system aimed at small and medium businesses. Its functionality is a simple but effective tool for managing the sales process. The system is delivered as a cloud solution based on SaaS (software-as-a-service) services. Work can be organized from any computer or mobile device. The number of functions of the CRM system is not large, but all of them are the most in demand in small businesses. Features relate to sales management, marketing, collaboration, and reporting.


Creatio Creatio is a customer relationship management platform designed to meet the unique needs of real estate professionals. This comprehensive solution helps real estate agencies, brokers, and agents manage client relationships, streamline property management, and optimize marketing and sales processes. Boost sales performance with efficient lead management and targeted marketing campaigns. Adapt and grow your real estate business with a CRM that scales to meet evolving needs.

Why you should use a CRM system in your real estate bussines?


When it comes to your database, you should be managing it all of the time. People will come and go from your sphere of influence, and you'll always be on the market for fresh leads who appear to be more inclined to refer you than others.

This upkeep requires a significant amount of manual data entering. A CRM system can help you save time and is necessary for business growth. You can start looking at a suitable CRM system if you have a list of at least 100 people or more. Automation is one response to the question, "What does CRM mean in real estate?" Data input, emails, texts, lead creation, and the organizing of sales prospects are all operations that CRM systems may automate.

When you're looking at different types of CRMs, keep your goals in mind so you can choose the one that's appropriate for you.

Find Your CRM

What are the main features and benefits of a real estate CRM?

CRMs come in a variety of flavors, ranging from software that manages client data and interactions to programs that can run your complete real estate company. Although the benefits of CRM in real estate vary, some of the more important ones are listed here.

Storing property information

Details matter when it comes to purchasing, selling, and understanding what is a CRM in real estate. A real estate CRM will compile all of the most critical information about a property in a style that is brief, consistent, dependable, and easily available. You'll be able to sort and filter properties based on a variety of factors to locate the ideal match for your customer. To ensure thorough and comprehensive management, you can structure your real estate operations around each property.

Contact management

Real Estate CRM Software focuses on storing customer information and recording the client's conversation with a sales CRM representative. Using comprehensive data, this monitors client contact and boosts sales.

Storing information about interested parties

Connecting the right clients with the right properties is the essence of the real estate industry. The top CRMs will record information about your customers and assist you in compiling a detailed profile. You can ask questions to determine their wants, finances, and other factors, and then run reports to determine which properties are the most enticing. Clients can be integrated into key property activities, and consumers can be effectively managed throughout each inquiry, interaction, and transaction.


Managing property leads, deals, and sales

You want to keep a regular flow of good leads coming in, rent or sell property, and handle everything from start to finish. You can manage the complete process from start to end with the right CRM in real estate meaning. You can leverage your marketing efforts to generate leads and interested clients, track the status of properties and deals, and ensure that clients close in a timely and efficient manner.

Standardize Approval Workflows

One of the most interesting aspects of the definition of a real estate CRM is how it aligns processes. For example, approval workflows are CRM business processes that require agents to sign off on specified required activities at specific phases of a process. Administrators have the ability to establish approval workflows for as many processes as they like. Workflows not only align agents with a given process but also keep management up to date on progress and automate duties related to the process at the appropriate time.

Standardizing contract approval workflows by forcing the agent to gather particular documents, submit certain pieces of information into the CRM, or wait for sign-off from a specific manager are just a few of the features you may include. CRM is becoming more process-centric across the board, with many vendors offering extensive workflow capabilities to meet every stage of the real estate sales, marketing, and service process.

Building healthy relationships, communications, and interactions

When people are making the largest financial commitments of their life, trust is crucial. You can handle all of your client conversations in one location with a real estate CRM. It gives you a centralized perspective of the truth and ensures that everyone on your team is on the same page at all times. A customer relationship management system (CRM) assists you in fine-tuning and improving your client management procedures, maximizing possibilities to drive sales and close customers.

Lead Generation

Some CRM systems allow you to develop landing sites and squeeze pages right into the system, which can help you capture more internet leads and convert them. If a visitor wants to keep browsing after looking at a specific number of properties or spending a given amount of time on your website, your CRM system will encourage them to fill out a lead registration form. They will be identified as a lead and added to your CRM database once they register.

Integrating with other systems, stakeholders, and third parties

Real estate management, rents, and sales are complicated, interconnected processes that rely on many technologies and third-party data. All of this is brought together by a real estate CRM. It connects to software and data and acts as a hub for managing interactions with buyers, sellers, developers, attorneys, and other stakeholders.


The CRM in the Real Estate Industry has a mobility function that allows sales, marketing, and customer support teams to access information from anywhere.

[Related Article: Benefits of CRM: Jump to New Achievements [Infographic]]

How much does real estate CRM software cost?

What's a CRM in real estate pricing? Customer Relationship Management (CRM) in-house generally costs $100 to $1,000 per user. Technical support, maintenance, software updates, and customization work will all cost money.

The monthly cost of web-based CRM software is $50 to $100 per user. For very small organizations, though, lower-cost versions with less functionality are available for around $15 per user or less.

The majority of web-based Customer Relationship Management suppliers provide a free trial period to allow you to try out the program. Take advantage of these deals to get a feel for any program you're thinking about buying. Make sure it's both effective and simple to use.

The best free CRM for real estate are:

Major Types of Real Estate CRM Software and How To Pick One For You


There are two basic types of CRM:

In-house or on-premise software

It is installed on each of your computers and operates on your company's server. You have complete control over the software, but it must be managed by a skilled IT team. You'll have to pay a high amount up front, but you'll have fewer recurring costs.

Web-based or cloud-based software

It is accessed using a web browser and is hosted outside of the firm on the provider's server. A nominal setup cost will be charged, followed by monthly payments based on the number of users or licenses in your office. Because data can be accessed on the move using smartphones, computers, or tablets, web-based software is becoming increasingly popular. All you need is access to the internet.

[Related Article: How to Choose a CRM System: Checklist with 6 Tips]

How do realtors use Real Estate CRM?

When you understand what is CRM real estate, it’s important to know how to use CRM for real estate. CRM in real estate serves as a central hub for all corporate information. It organizes everything for convenient access from anywhere and at any time. To operate successfully real estate marketing campaigns and track returns on ad spend, modern CRMs rely on the information.

Real estate agents may better manage their contracts and transactions, close agreements, and increase their overall productivity and efficiency.

Realtors can acquire coherent data from real estate CRM software, which provides insights into business performance and allows them to track their business progress. They can also use data to improve their strategy and get greater results.

Using a real estate CRM to capture and classify leads saves time by automating business operations. Realtors can follow up on leads according to their priorities.

How can your real estate teams use a property management CRM?


The top real estate CRMs are useful in a variety of disciplines. We've gone over some of the most important aspects of a real estate company, including:

  • Real estate agents
  • Real estate administration teams
  • Property and client marketing team
  • Sales team
  • Customer service and support team

Real estate agents

Your property business's public face is represented by real estate agents. Realtors will utilize a CRM to: 

  • Find vital information about the real estate they're showing so they can display it in the best light possible
  • Learn about the demands and finances of potential buyers, sellers, and renters.
  • For specific properties and interested parties, identify and build on existing exchanges and interactions.
  • To increase closing rates, match the appropriate properties with the right people.

Real estate administration

Streamlined and effective administrative operations are essential for a successful real estate business. Your administrative team will use a CRM to:

  • Add new properties and details so that everyone has access to real estate data
  • Set up appointments according to real estate policies, engage with clients, and manage properties and customers throughout the process.
  • Report on your property business's most critical KPIs, such as leads, clients, closings, and revenue.

Property and client marketing

Your marketing team spreads the word about your real estate agency and available properties. A CRM will be used by a marketing and promotional team to:

  • Determine which properties will benefit the most from a marketing campaign.
  • Put property details in front of the right audience in a consistent and engaging manner.
  • Create efficient marketing campaigns for each segment of your audience, such as buyers, sellers, and renters, by segmenting your audience into buyers, sellers, and renters. Track the success of your marketing efforts to ensure you get the best return on investment.
  • Increase the number of leads for your realtors and other areas of your company.

Real estate sales 

From the time a buyer decides to buy to the time the deal is closed, your sales team will be in charge of the property and the customer. They will benefit from a CRM real estate definition  in various ways:

  • Gather and manage critical buyer, seller, and renter information throughout the closing process.
  • For a seamless client experience, work with third parties such as mortgage providers, real estate attorneys, and others.
  • Ensure that real estate law is followed, as well as contract signing, document management, and other important criteria.
  • Throughout every real estate transaction, represent your company's and clients' best interests.

Real estate customer service and support

Purchasing, selling, or renting a home is a significant financial investment. The best real estate CRM will be used by your customer care and support staff to:

  • Allow customers to reach out to your real estate agency in a variety of ways so that you may respond with personalized, best-practice solutions.
  • Ascertain that clients are kept up to date on their real estate transactions.
  • Clients' questions should be answered, and they should be reassured that things are going well.
  • Deal with problems as soon as possible.

Final Thoughts on What Does CRM Mean in Real Estate?

Real Estate CRM Option


HubSpot is ideal for real estate agencies that want to scale while keeping all of their systems unified in one place.
  • Task automation
  • Call tracking tools
  • Email templates
  • Free option
  • Free
  • $45/month (Starter)
  • $450/month (Professional)
  • $1,200/month (Enterprise)


For any realtor, CRM real estate meaning is essential. In the article, we explained what does CRM in real estate stand for. A real estate CRM organizes all of your data in one place for easy access. It gathers information about users' surfing habits in order to determine their preferences. As you focus on conversions, you can then personalize your reach. So Real estate CRM software can help streamline the sales process and improve communication with clients, making it an essential tool for any real estate business looking to succeed in a competitive market.

The criteria you need to evaluate business growth will be provided by the reports generated by your real estate CRM. You can utilize the data to better understand your consumers' demands and tailor your sales plan to fulfill them.

Use your CRM to integrate other digital tools into your firm to improve customer service, marketing, and income.

Try out Our Free CRM Comparison Tool

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Noah Jay Hendricks

When not knee-deep in his vegetable garden, wrestling with weeds, Noah can be found daydreaming about engaged and happy customers who never have to worry about their CRM because it’s working for them, not against them.

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