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What is a Real Estate CRM?

Customer relationship management (CRM) software helps real estate professionals improve their productivity. Whether you specialize in residential or commercial real estate, HubSpot’s CRM helps you sell faster and better. Learn what a CRM is, what marketing and sales tools you can use, and how to use a CRM for your real estate business.

What Is a Real Estate CRM?

A real estate CRM is an all-in-one platform that helps real estate professionals manage, attract, and nurture client relationships with existing and potential customers. 

How a Real Estate CRM Works

Real estate agents help clients buy, sell, and rent properties. Using a real estate CRM enables you to streamline those transactions and close deals quickly.

The main features of your CRM for real estate will vary depending on the size and needs of your organization, but generally, here are features that you can benefit from.

  • Gather, store, and update client and property information digitally.
  • Monitor your sales pipeline and keep track of closings.
  • Respond to customers’ property inquiries without digging through your inbox.
  • Create personalized and targeted real estate marketing campaigns.
  • Automate tasks and workflows such as email marketing.
  • Support and manage agent teams with cloud CRM software and mobile apps.

Top-Rated Free CRM Software for Your Whole Business

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Why You Need a Real Estate CRM Software

Real estate agents and reps are always on the go. A real estate CRM enables you to get their inputs in one platform, whether they're in the office or on the road.

Real estate professionals also need to maintain good sales relationships between buyers and sellers. Good relationships give you an advantage by giving you access to new properties before they hit the market. 

Building rapport with clients also helps you get good pricing deals and facilitate word-of-mouth marketing and networking.

Besides that, as your organization grows, it becomes more challenging to track prospects and customers using manual tools like spreadsheets. 

An excellent real estate CRM system helps you work productively by automating necessary but repetitive data entry and organization tasks. 

Automation also boosts your marketing efforts and helps you deliver excellent customer service.

Don’t believe in the power of CRMs for real estate?

More than 96% of brokers say that using a real estate CRM improved agent productivity.

Benefits of a Real Estate CRM 

A CRM for real estate impacts every aspect of your business. Real estate CRMs save time and increase productivity from sales to customer service, resulting in significant growth opportunities.

If you use a real estate CRM to handle your CRM process, here are some benefits you can expect to gain for your business:

1. Identify Sales Opportunities and Close Deals.

Your CRM starts working from the first point of contact with a potential customer — whether they submit an online form or input their email address by hand at an open house.

HubSpot’s Sales Hub tracks when a prospect opens your emails or visits your websites and schedules contact at the right time to convert them into new leads. 

It keeps tabs on prospects you’ve reached out to and determines the clients further along the sales process to help you maintain relationships with both past clients and future referrals.

2. Attract Visitors and Build Trust With Better Content.

Inbound marketing is essential to a real estate business’s success. Many first-time homebuyers and sellers lack the know-how to get started. They look for relevant sources they can learn from.

You can use a tool like HubSpot’s Marketing Hub to attract and engage customers by publishing informative and targeted content on your blog, social media, or newsletter. Doing so positions you as an expert and builds trust. Social media is also a great lead source.

3. Delight Clients and Deepen Relationships With Good Customer Service.

Customers want solutions and answers right away — 93% of customers are more likely to do business with a company that provides excellent customer support.

HubSpot real estate CRM has all the customer service tools you need for efficient and helpful customer interactions. Communicate with your customers using live chat, email, or chatbots. 

The universal inbox feature lets you manage and respond to inquiries regardless of the messaging channel. 

4. Create a Powerful Website That Converts.

Real estate websites showcase listings and services and educate clients.

HubSpot’s content management system (CMS) empowers real estate agents to create a website on the CRM platform with a drag-and-drop editor, website templates, and SEO recommendations.

5. Get More Done With Automation.

Real estate CRMs make your life easier by automating manual work such as inputting, updating, and organizing data.

Use HubSpot’s data sync technology to save time and money by automating low-value work, such as updating contact information and scheduling drip emails. This enables you to think more strategically, reach more prospects, and convert more quickly than before.

The Features You Need From a CRM for Real Estate

Real estate businesses have their unique requirements and often rely on frequent communication with their clients. 

Having features that enable clearer, faster interactions is a top priority.

A CRM for real estate should focus on meeting the needs of both the business and clients, with extra attention to security and building client relationships. 

Contact Management

Real estate businesses succeed by connecting the right people to the right property. 

The best CRM for real estate will let you collect client information, such as budget, timeframe, preferred locations, so you can build a comprehensive customer profile and find the most relevant properties for each customer. 

You can also integrate inquiries, interactions, and transactions to ensure customers are properly managed through these activities.

Transaction Management

Real estate CRMs let you collect and organize important property information and manage transactions. Project management features help you create checklists, upload documents, and share critical information to keep your process organized.

Lead Management

Handling multiple leads at a time at different platforms is a double-edged sword. If you commit a mistake, you can lose out on each lead.

Real estate CRMs collate leads from all channels — be it email, phone calls, SMS, or social media — into one platform and let you communicate with each from one place to ensure they are all nurtured.

Pipeline Management

Realtors monitor sales pipelines for opportunities of closing more deals. It can be challenging to remember every potential client’s activity — and that’s where a real estate CRM comes in. 

The ideal CRM for real estate has lead generation, lead nurturing, and lead management features that guide agents on how to move leads down the pipeline, from their first website visit to closing deals.

Client Communications

Manage client communications from one place using your real estate CRM. Follow up with clients, keep leads moving, and close more deals using meeting schedulers, automated messages, and reminders.

Personalized Marketing

Tailor marketing campaigns with a CRM-driven approach. Using your CRM data and email segmentation, elevate customer experiences by sending personalized emails and targeted digital marketing campaigns.

Reporting and Data Analysis

See what’s working by tracking your metrics on reporting dashboards. Get up-to-the-minute reports of your sales activity and performance to determine what you need to reach your quota.

Choosing the Right CRM for Real Estate

Like finding the right house for your clients, choosing the best real estate CRM depends on your business's unique needs. 

Many CRM solutions are available in the market, but not all are suitable for real estate functions. Examine your company’s needs and priorities before choosing a real estate CRM. Here are some criteria to consider when evaluating a CRM solution.


Time is money in the real estate industry. Choose a real estate CRM that’s intuitive and straightforward — one that does not require weeks of training to learn and deploy. 

HubSpot is easy to use. Get started in three minutes or less.

Built-In Marketing Tools

The right CRM for real estate helps with marketing and lead generation. 

You can set up social, ad, and email campaigns all under one roof with HubSpot’s Marketing Hub.

Compatible With Other Software

Many real estate professionals rely on other software to complete their work. Thus, when choosing a CRM for real estate, look for an open API that easily integrates with other apps. 

HubSpot connects to 1000+ apps — your favorite tools are definitely on the list.

Secure and Mobile

Working in real estate means constantly being on the go. Thus, your CRM should also be accessible from anywhere. Cloud CRMs have desktop and mobile options that let you access the data you need in real-time.

When looking at cloud CRM solutions, remember to check for security features to ensure your data is safe.

You can securely access HubSpot's cloud-based CRM software on iOS and Android mobile apps.


When looking for a real estate CRM, think ahead. Choose a CRM that can grow with your real estate agency. Your team will not need to relearn tools after every few years. And you won't have to migrate or move your data elsewhere.

Close More Sales With the HubSpot CRM for Real Estate

Customer relationship management (CRM) software helps real estate professionals improve their productivity. Whether you specialize in residential or commercial real estate, HubSpot’s CRM helps you sell faster and better.

Learn what a CRM is, what marketing and sales tools you can use, and how to use a CRM for your real estate business.

Why HubSpot Is the Best CRM for Real Estate

Discover how a real estate CRM tool can boost sales and how HubSpot can help realtors and brokerages do more.

Close More Deals

  • Pipeline management tools track real estate leads throughout the sales process.
  • Sales automation tools prevent prospects from slipping through the cracks.
  • Predictive lead scoring prioritizes outreach based on the likelihood that a prospect becomes a customer.

Attract Inbound Leads

  • Marketing automation uses leads’ behaviors to tailor emails, content, and offers so you can scale your reach.
  • Create automated and personalized emails to move prospects further down the funnel.
  • Analytics dashboards give you insight into the most effective marketing campaigns.

Do More With Automation

  • Data sync keeps apps and data from two different programs in sync.
  • Data quality automation cleans up data, so you don't have to.
  • Workflow extensions enable you to trigger actions in third-party systems — all from HubSpot workflows.

Choose the a CRM that will help your Real Estate business grow.

HubSpot's CRM is built for small or growing businesses that are expanding their reach. Do more with marketing and sales tools to expand your business.