Best CRM for Real Estate Brokerages in 2026

What a CRM for a real estate brokerage is (and what it is not)

For a brokerage the CRM is the shared lead desk. It receives inquiries from your websites and portals, hands them to agents by a rule you set, shows the owner who responded and who did not, and keeps the history when an agent leaves. Many brokerages also want the same vendor to supply an IDX website, a recruiting list and a link to the transaction system. A general client-work CRM keeps contacts, tasks, quotes and invoices. It has no MLS feed, no portal lead source and no closing file. Licensing, trust-account and supervision rules differ by state and by brokerage, so you should keep your broker's approved compliance system and take legal advice from a lawyer.

How we compared these tools

Every tool gets the same five checks below, drawn only from the vendor's own pages:

1. Price at 10 users, monthly and billed yearly where the page shows both, worked out from the listed per-user and base prices. Where a page shows no price we write See site.
2. Lead routing: whether the page names round robin, first-to-claim, rule-based or advanced routing, and on which plan.
3. Agent oversight: reporting by agent, activity views, ranking views, shared inboxes and enterprise controls such as single sign-on or an organization structure.
4. Website, recruiting and transactions: an IDX website, a recruiting product, deal tracking or a transaction link.
5. Contract and trial: setup fees, commitment terms and whether a free trial or only a demo is offered.

What we did not test: speed, support quality, deliverability, mobile apps or how well any tool imports an existing roster. We did not use third-party ratings, and we did not review Chime, Ylopo or Market Leader.

Reasons for the ranking: the order follows documented fit for an owner or team leader. Follow Up Boss is first because all three plans mark round robin, first-to-claim and price or ZIP distribution plus agent activity reporting, and it is the only tool here with a price for every tier. Lofty is second because its page sells Agent, Team, Broker and Enterprise plans with advanced lead routing and team management reporting, and adds single sign-on, white label and a customizable org structure at Enterprise; it shows no price, but it ties features to plans. Sierra Interactive is third: its prices are public and Essential adds advanced lead routing, but its packages top out at five included users with per-user fees beyond that. Real Geeks is fourth because it is built around the IDX website and lead packages, with a two-user base. BoldTrail is fifth because its plan contents and prices were not visible on the pages read: its BackOffice and Recruit product pages list features, but none is tied to a plan, so it cannot outrank tools with published plan details. Workspace369 is last: it gives a large team 10 to 50 seats, roles, a shared inbox and team reports, but no routing by agent rules, no MLS and no transaction management.

The best CRM for real estate brokerages in 2026

1. Follow Up Boss, best for routing leads and holding agents accountable

Follow Up Boss has three plans. Grow costs $69 per user monthly or $58 billed yearly. Pro covers 10 users for $499 billed monthly ($416 billed yearly), with extra users at $49 a month ($41 yearly). Platform is $1,000 a month for 30 users ($833 yearly), with extra users at $20 ($17 yearly). The comparison table marks round robin, first-to-claim and price or ZIP lead distribution, shared automations, automated task assignment, deal tracking and agent activity reporting on all three plans. Pro adds team inboxes, unlimited calling and texting and call reporting; Platform adds teams within teams. Every plan lists unlimited contacts, lead sources and integrations, and a free trial with no contract; the site names it as 14 days.

Limitations: the page lists IDX websites as an integration, not a built-in site, and names no recruiting product. Grow charges extra for calling ($39 per user monthly, $33 yearly), and the page does not say whether the trial needs a card.

Best for: brokerages and team leaders that buy leads, route them across agents and need to see each agent's activity.

2. Lofty, best for brokerages that want broker and enterprise tiers

Lofty sells Lofty Agent, Team, Broker and Enterprise, and every column shows Request Pricing, so the price is See site. The comparison lists a customizable IDX website, an AI-powered CRM with unlimited contacts, mass and automated email and texting, Advanced Lead Routing, Team Management and Reporting on all four plans. Single sign-on, white label and a customizable org structure appear only on Enterprise, and 1:1 onboarding starts at the Team plan. A power dialer, extra text packages and a lead generation service are add-ons. The page offers a demo and lists no free trial.

Limitations: no price is public, so you cannot compare it against the others without a quote. The page does not say which plan suits a given agent count. Its menu lists Transaction Management and Back Office products, but the plan table ties neither to a plan, and no recruiting product is named.

Best for: a brokerage that expects to grow into enterprise controls and is willing to take a quote and a demo first.

3. Sierra Interactive, best for a priced IDX-and-CRM package for small and mid-size teams

Sierra Interactive offers Starter, Essential and Growth packages. On annual pricing they start at $299.95, $399.95 and $599.95 a month; on monthly payments they start at $359.95, $474.95 and $724.95. They include 1, 3 and 5 users. Extra users are $75 each on Starter, $60 each for users 4 to 10 on Essential, and $20 each for users 6 to 10 on Growth, with lower rates above that. Essential lists messaging automations and advanced lead routing; Growth lists advanced reporting, premium website options and expanded messaging, and its CRM rows name an agent ranking view. Setup is $0 on an annual subscription and $500 on a monthly one, and the table shows one MLS feed included. Its FAQ says both options are the same 12-month agreement: paying the full year upfront lowers the effective monthly rate and waives the setup fee, while splitting it into monthly payments carries a one-time $500 setup fee.

Limitations: Starter does not list advanced routing, a dialer is a $100 monthly add-on, and Lead Engage is $199 a month and unavailable on Starter. The page offers a demo and no free trial.

Best for: teams of three to ten agents who want the IDX website, MLS feed and advanced routing priced in one package.

4. Real Geeks, best for a website-first brokerage that also buys leads

Real Geeks Platform costs $399 monthly, with a one-time $500 setup fee and 2 users. Additional users are $25 each for users 3 to 10, $10 for 11 to 40, $5 for 41 to 100 and $1 from 101. An MLS board feed adds $10 monthly per board. The CRM list includes lead routing, lead ponds, call routing, live website chat, and sending agreements through SkySlope. Lead packages are add-ons at $299 for social and $599 each for search and seller leads, and Geek AI Text is $49 monthly, or included at no cost with any lead package. The page asks you to choose a 6-month, 12-month or annual commitment, and all three show the same $399 platform price.

Limitations: the page lists no free trial and offers a demo, and it names no agent ranking view or recruiting product. The monthly cost climbs quickly once lead packages are added.

Best for: brokerages that want website, lead generation and CRM from a single vendor and can afford the monthly bill.

5. BoldTrail, best for an all-in-one stack with recruiting and back office

BoldTrail shows no price, so the figure is See site. Its pricing page asks for your role and team size, from one agent to 1,000 or more, and offers a demo that returns pricing. Its product pages describe three products. The BoldTrail Platform covers IDX websites, a lead engine, a smart CRM, marketing autopilot, listing management and an AI productivity suite. BackOffice lists transaction management with checklists, forms and eSignature, commission automation, accounting, agent management and reporting. Recruit covers recruitment, retention and coaching. Separate pages address agents, teams, brokers and enterprise.

Limitations: none of those pages ties a feature to a named plan or shows a price, only "flexible packages", so we cannot say what each tier includes, whether leads route by rule or what a demo covers. That is why it sits fifth despite the widest product list. No free trial is listed.

Best for: brokerage owners who want recruiting, back office and front office from one vendor and will sit through a demo to get the figures.

6. Workspace369, best for brokerage back-office projects and client billing

Workspace369 lists client records and custom fields, roles and permissions, client-scoped access, team productivity reports and a client and team activity view on every plan, plus a shared inbox and conversation assignment from Voyager. It also lists Proposals, contracts, a client portal and invoices. Seats scale from one on Cadet ($29 a month, $23.25 billed yearly) to 2 on Voyager ($74, $59.25), 10 on Specialist ($149, $119.25), 20 on Commander ($299, $239.25) and 50 on Enterprise ($699, $559.25), with extra seats at $10 a month from Voyager. Full role-based access control and the file access audit log start at Specialist, and the team workload view at Commander. The screenshot shows demo data, not a customer result.

Gaps: the matrix lists no MLS feed or IDX website, no portal lead integration, no lead routing by agent rules, no transaction management and no recruiting pipeline. Funnels and public intake forms capture leads on every plan, but nothing assigns them automatically. Round-robin scheduling is for bookings and starts at Specialist, and webhooks and the API start there too. Audit trails vary by plan. The 14-day trial needs a card.

Who should not pick it: a brokerage whose agents live on portal leads, need an IDX site or must coordinate closings. Best for: an owner who already has a real-estate CRM and wants the brokerage's own projects, client billing and onboarding checklists in one place.

Side-by-side comparison

What ten agents cost

This is our own arithmetic from the listed prices. It leaves out add-ons, MLS feeds and lead packages.

Which tool fits your brokerage?

Run a lead-handoff test during the trial

Use three fictional agents and one fictional buyer lead in each tool you shortlist. Nothing here is a customer outcome; it is a rehearsal.

1. Send a test inquiry from your website form and confirm it lands with its source and is assigned by your rule, not by hand.
2. Leave it untouched for the response time you expect and check whether the tool reassigns it or alerts you.
3. Ask for a report of the first contact time by agent, and see whether you can pull it without exporting a spreadsheet.
4. Move one agent's leads to another agent and check that the messages, notes and tasks stay on each record.
5. Add a new fictional agent and see how long it takes to give them a login, the right permissions and a starter checklist.

The tool to keep is the one that completes all five steps without retyping. If you also bill service clients, the free scope-change request builder helps with fee changes.

Keep compliance and transactions in their own systems

Commissions, licensing records, trust accounting and closing files belong in the systems your broker has approved. A CRM should link to them, not replace them, and the vendor pages we read describe transaction links only in general terms. Ask each vendor which transaction system it connects to and how an agent's departure is handled. The real estate brokerage product page shows how Workspace369 handles Proposals, communications and invoices for the work around that, and the pricing page has current plans.

When to keep it simple

A brokerage with a handful of agents and leads from a single source can start with one shared inbox, a spreadsheet of assignments and a calendar. Switch to a real-estate CRM once leads come from several places, replies slow down, or nobody can say who last contacted a lead. Workspace369 helps only if you also want back-office projects and billing beside that system.

Rehearse one whole project on demo data first, and confirm you can export your records before real contacts go in.