Information is the name of the game when it comes to real estate. This is an industry where agents have to know about property listings as well as the people who are willing to buy them. Needless to say, any realtor worth their salt needs to have a way to categorize all this knowledge. If they do that, then their job becomes more doable.
That’s why so many realtors make use of CRMs (Customer Relationship Management). These systems gather all the data they’ll ever need in one place, helping them keep track of every single client or property for later use.
However, all CRMs are not created equal—many CRMs are designed for all kinds of different business purposes. Hence, we’ve come up with a list of 6 CRM software that agents can use for commercial real estate.
Company | Best for | Main Features | Pricing |
Wise Agent | All-In-One solution |
| Starts at $49/month |
Follow Up Boss | Flexibility |
| Starts at $69/month/user |
Hubspot | Solo agents |
| Starts with a free option |
Pipedrive | Small teams |
| Starts at $19/user/month |
Salesforce | Large companies |
| Starts at $25/month/user |
Buildout | Brokerage Firms |
| Starts at $199/month/broker |
Wise Agent is an all-in-one CRM platform that’s specifically designed for the real estate industry. Its primary features include lead generation and contact management—in other words, all the necessary tools that a CRM ought to have. However, Wise Agent goes one step further and offers a host of versatile features beneficial mostly to real estate agents. This, combined with its relatively affordable pricing, makes Wise Agent a strong package.
Standout Features
- Integration With MLS: Allows users to easily import information from MLS (Multiple Listings Service) providers
- Real Estate Content: With the help of Wise Agent, users can provide valuable real estate information to both buyers and sellers, bolstering their reputation in the process
- Mobile Web App: Provides a mobile web app that helps agents stay connected and manage their business wherever, whenever
Pricing
Wise Agent provides three pricing plans:
- Monthly - $49/month
- Annual - $588/year
- Enterprise - customized pricing
It also offers a 14-day free trial to help users get acquainted with the software.
Disclaimer: Pricing is subject to change.
Wise Agent Pros And Cons
Pros
- Easy-to-use CRM and calendar tools
- Allows users to send personalized emails in large groups
- Provides ‘drip campaigns’ that agents can use to keep in touch with clients
Cons
- Not localized for Latin American countries as it does not offer Spanish
- Landing pages are an add-on instead of a base feature
Follow Up Boss is another popular CRM that’s designed with real estate in mind. Its trump card is that it can import and distribute leads based on routing settings such as town name or zip code. On top of this, it provides various automations and integrations, ensuring that real estate professionals have all the flexibility to do business as they see fit.
Standout Features
- Lead Routing: Allows users to pull incoming leads from over 200 different sources and distribute them to agents based on certain criteria
- OpenOS: Provide the Real Estate Team OS, a flexible system where users can use their favorite tools instead of conforming to an already decided workflow
- Integrations: Integrates with a wide variety of software, allowing users to manage everything from one place
Pricing
Follow Up Boss provides three pricing plans:
- Growth - $69/month/user
- Pro - $499/month/includes 10 users
- Platform - $1000/month/includes 30 users
A free trial for 14 days is also available.
Disclaimer: Pricing is subject to change.
Follow Up Boss Pros And Cons
- Pros
- Effective lead tracking and client rating system
- Clean, easy-to-navigate user interface
- Simple implementation and team transition
Cons
- Fewer features compared to other client management software
- Limited action tracking within client profiles
HubSpot is a well-known CRM solution due to its free version (free for up to 2 users), its extensive list of features, and overall reputation. While it’s a very general CRM, it can be used in real estate as well. On top of that, its various automations and analytics dashboard are a boon for solo real estate agents who want to improve their productivity.
Standout Features
- Contact Management: Real estate professionals can log all client details, including communication history and records in one place
- Tasks Management: HubSpot helps agents keep track of everything with the help of to-do lists, calendar syncs, and a centralized workspace
- App Marketplace: Allows users to connect HubSpot to over 1,700 popular business apps that can enhance overall functionality
Pricing
HubSpot offers a free option alongside premium pricing plans. The free option is ideal for startups or independent brokers. Meanwhile, the premium pricing plans are geared towards growing agencies, beginning with the Starter Customer Platform that’s priced at $15/month/seat.
Disclaimer: Pricing is subject to change.
HubSpot Pros And Cons
Pros
- Automations take care of time-consuming routine tasks
- Provides customer segmentation features
- Keeps all communications centralized in one place
Cons
- Requires a lot of upfront work for setup
- Reporting lacks clarity, especially for sales personnel
Pipedrive is a CRM that’s primarily designed for small teams—it offers a relatively affordable price and lightweight software that focuses on what it does best. Like HubSpot, it’s a general-purpose CRM that can be utilized for a variety of industries, including commercial real estate. It also provides features such as automatic follow-ups and segmentation of leads, making it a very effective CRM solution.
Standout Features
- Visual Pipeline Management: With Pipedrive, users can visualize their entire sales pipeline, giving them a complete overview of the entire sales funnel
- Lead Scoring: Pipedrive allows its users to score leads, meaning that real estate agents can categorize their leads and focus their efforts on those that are most likely to buy
- Workflow Automations: Real estate agents can automate their sales workflow with the help of workflow automations that utilize triggers and conditions
Pricing
Pipedrive offers four pricing plans:
- Lite - $19/user/month
- Growth - $34/user/month
- Premium - $64/user/month
- Ultimate - $89/user/month
The platform also offers a 14-day free trial.
Disclaimer: Pricing is subject to change.
Pipedrive Pros And Cons
Pros
- Can create templates for emails
- Multiple ways to document details for clients
- Integrates well with apps like Gmail and calendars
Cons
- Mobile app is hard to navigate, according to some users
- Reporting can be unclear and may require workarounds outside of the tool
Salesforce provides a CRM solution that’s primarily used by mid-sized to large companies. Offering an extensive feature set, it helps agents and brokers increase productivity and customer satisfaction by streamlining the entire sales process.
Standout Features
- Automatic Summary: Summarizes calls, meetings and case details automatically, helping agents build a more thorough knowledge base
- Generative AI: Increases productivity by using LLMs to generate contracts, emails and call summaries
- Integrated Customer Profiles: Salesforce allows users to create universal customer profiles that can be used across multiple systems
Pricing
Salesforce offers three pricing plans for its CRM:
- Starter Suite - $25/month/user
- Pro Suite - $100/month/user
- Salesforce Foundations - $0
Disclaimer: Pricing is subject to change.
Salesforce Pros And Cons
Pros
- Can perform multiple actions simultaneously
- Reliable CRM with extensive customization options
- Adapts to growing businesses
Cons
- Requires middleware for some system connections
- It’s sheer variety of features can be overwhelming for its end users
Buildout is a CRM that’s used mainly by CRE brokers. With this CRM, these commercial real estate brokerage firms can store all their data, call lists, and activities in one place. It also utilizes AI to do a lot of heavy lifting for these brokers; for example, it can use predictive analytics to make a list of properties most likely to get sold.
Standout Features
- AL (Virtual AI assistant): With the help of AL, brokers can review all property details and easily customize descriptions to their every whim
- Syndication Partners: Among Buildout’s marketing features are exclusive syndication partners, who can publish property listings across the internet
- Client Reports: Showcases your activities and credentials to clients
Pricing
For brokerage solutions, Buildout offers two pricing plans:
- Showcase - $199/month/broker
- Manage And Close - $85/month/broker
However, for producer solutions, Buildout provides three pricing plans:
- Rethink - $129/month/broker
- Prospect (Regional) - $299/month/broker
- Prospect (National) - $499/month/broker
Disclaimer: Pricing is subject to change.
Buildout Pros And Cons
Pros
- Users can produce professional brochures quickly
- Automatically syncs brochures to website and platforms
- Simple to use and easy to access
Cons
- Limited customization options in brochure templates
- Financial analysis pages lack flexibility
We’ve looked at some of the best CRM options for commercial real estate on the market. We can also see that not every tool is meant for everyone and that each CRM approaches things a little differently.
As a general rule, always factor in pricing, regardless of the niche the software is catering to. If you’re a small company, consider CRMs that provide a free option, such as HubSpot, or offer affordable pricing, like Wise Agent or Pipedrive. If you’re a much bigger company with plenty of room for growth, try CRMs that are designed for larger enterprises, such as Salesforce.
At the end of the day, most CRMs, even the more generic ones, can get the job done, so it’s really a matter of personal preference. However, if you’re experiencing what we in the business call “analysis paralysis”, we suggest exploring our resource center for more in-depth CRM comparisons and insights.