Best real estate CRM in 2026 — pick by how you get leads
There is no single "best" real estate CRM. There is only the best one for how you get leads. Pick your scenario below — each one gets a single winner, not a list of ten.
We compare 6 core real estate CRMs side by side and review 12 more platforms agents ask about (18 in total) — every published price is checked against the vendor's official page and re-verified regularly.
Pick your scenario
Two tracked CRMs don't win a scenario here: Real Geeks ($399/mo + $10/mo IDX feed per MLS board + $500 setup) and Sierra Interactive ($299.95/mo entry on annual prepay) — both are in the comparison table below, with full reviews and cost breakdowns.
Best for solo agents: Wise Agent
One $49/mo flat rate covers up to 5 members on a shared login — no per-login billing on the base plan. (Shared logins can't show who touched which lead — budget $20/mo per extra login if you need an activity trail.)
- Price
- $49/mo flat · $499/yr
- Covers
- Up to 5 members on one shared login
Best for portal-lead teams: Follow Up Boss
Round-robin + first-to-claim + ZIP/price rules — the speed-to-lead routing portal-lead teams actually buy it for.
- Price
- $69/login/mo · $58/login/mo on annual
- Billing
- Per login, not per agent
Best for IDX + ads: Lofty
IDX website, CRM, and paid ads under one roof — one vendor, one support line.
- Price
- Quote-only
- Platform
- IDX website + CRM + paid ads
Best for brokerages: BoldTrail
CRM + IDX + marketing built for multi-office operations — the next generation of kvCORE.
- Price
- Quote-only
- Platform
- CRM + IDX + Smart Campaigns
Scenario deep dives
Best for solo agents: Wise Agent
BEST FOR SOLO AGENTS
- Price
- $49/mo flat · $499/yr
- Covers
- Up to 5 members on one shared login
- Contract
- No term · 30 days' notice to cancel · 14-day trial auto-converts (email your cancellation on day 1 — the 30-day notice outlasts the 14-day trial)
The $49/month flat-rate CRM for solo agents living on sphere of influence and referrals — contacts, drip campaigns, and transaction management with no per-login billing on the base plan.
Year one on the base tier: $588 on monthly billing, $499 on annual. Full math, add-ons, and the fine print: Wise Agent cost breakdown.
- The flat rate makes cost planning dead simple — add a teammate to the shared login and the bill doesn't move.
- No contract on the base plan; onboarding and training are free and unlimited, per the official FAQ.
- One shared login can't show who touched which lead — budget $20/mo per extra login if you need an activity trail.
- WiseSocial is pre-checked at signup — your first invoice reads $69/mo unless you uncheck it.
- Texting (WiseText) costs extra: $132/yr plus a one-time $80 registration fee.
Best for portal-lead teams: Follow Up Boss
BEST FOR PORTAL-LEAD TEAMS
- Price
- $69/login/mo · $58/login/mo on annual
- Billing
- Per login, not per agent
- Contract
- None on monthly billing · 12-month term on annual
The best lead routing in real estate — round-robin, first-to-claim, and ZIP/price rules for teams that buy portal leads and live on speed-to-lead. No native IDX website.
Grow is $69/login/mo ($58/login/mo on annual) + $39/login/mo for the dialer; a 10-agent team should step up to Pro. Full first-year math: Follow Up Boss cost breakdown.
- Lead routing agents actually trust — the reason portal-lead teams buy it.
- Transparent public pricing, no contract on monthly billing, unlimited contacts on every plan.
- Texting included on the entry plan — genuinely usable at $69/login/mo for non-call-heavy users.
- No native IDX website — website + CRM in one vendor isn't on offer.
- Calling costs extra on Grow ($39/login/mo) — the headline price understates the real cost for phone-heavy teams.
- Per-login pricing scales brutally: 10 agents on Grow + dialer runs $12,960/yr vs $5,988/yr on Pro (monthly billing).
Best for IDX + ads: Lofty
BEST FOR IDX + ADS
- Price
- Quote-only
- Platform
- IDX website + CRM + paid ads
- Contract
- Term unpublished — confirm on the demo call
The all-in-one — IDX website, CRM, and paid ads from one vendor. Quote-only pricing: you get your price from a salesperson, not a pricing page.
Quote-only — Lofty publishes no plan prices. The AI Sales Agent add-on is $60/mo. Lofty review has the demo playbook for getting a real quote.
- Paid ads run inside the same platform — your campaigns and your CRM share one login and one support line.
- AI Sales Agent add-on ($60/mo) automates AI follow-up at scale.
- No public plan pricing — you can't compare it against rivals without sitting through a demo.
- The $60/mo AI quota covers working-lead slots, not the texts the AI sends — confirm texting costs in your quote.
- The AI add-on's 200-lead quota is a running quota, not a monthly refill.
Best for brokerages: BoldTrail
BEST FOR BROKERAGES
- Price
- Quote-only
- Platform
- CRM + IDX + Smart Campaigns
- Contract
- Term unpublished — confirm on the demo call
The brokerage platform — CRM + IDX + marketing for multi-office operations, the next generation of kvCORE (not a rename). Quote-only pricing.
Quote-only — BoldTrail publishes no plan prices. BoldTrail review documents what's verifiable and the questions to ask on the demo.
- CRM + IDX + marketing under one vendor, built for multi-office brokerages.
- BackOffice and Recruit product lines cover brokerage operations beyond the CRM.
- Quote-only — the hardest platform on this site to price-shop; solo agents should look elsewhere.
- BackOffice is sold separately — confirm exactly what's in your quote.
Marketing automation + custom pipelines
Affiliate disclosure: we may earn a commission if you buy through links on this page. The buttons are disabled placeholders today, and they do not change the picks above.
If your priority is building your own follow-up automation, funnels and custom pipelines rather than getting a ready-made realtor CRM, the platform to look at is GoHighLevel (HighLevel). It is a marketing-automation and agency platform, not a purpose-built realtor CRM: we found no native MLS/IDX and no transaction management on its official pages, and you set up the realtor pieces yourself.
- Price: Starter $97/mo ($970/yr annual) with unlimited contacts and users, plus usage fees for texting, email and phone numbers. Cost page →
- Best for: agents and teams who will build the stack (or pay someone to).
- Skip if: you want routing, listing search and transactions on day one — the scenario picks above are better fits.
- Go deeper: what you'd build yourself · vs Follow Up Boss · vs Lofty · vs BoldTrail · vs Real Geeks
Start the HighLevel 14-day trial →
True cost at a glance
The scenario cards above name one winner each; this is the money view — headline price, what you pay before day one, and what locks you in. All figures are the same vendor-verified numbers used across this site.
| CRM | Headline price | Setup / one-time fees | Contract or quota terms |
|---|---|---|---|
| Follow Up Boss | $69/login/mo ($58/login/mo on annual billing) | No setup fee published | No contract on monthly billing; 12-month term on annual |
| Wise Agent | $49/mo flat for up to 5 members ($499/yr) | None on the base CRM; WiseText texting add-on carries a one-time $80 registration | No contract; 30-day email notice to cancel; 14-day trial auto-converts |
| Lofty | Quote-only | Unpublished — confirm on the demo call | Term unpublished — confirm on the demo call; AI Sales Agent add-on is $60/mo with a 200-lead running quota (not a monthly refill) |
| BoldTrail | Quote-only | Unpublished — confirm on the demo call | Unpublished — confirm on the demo call |
| Real Geeks | $399/mo Platform (2 users included) | $500 one-time setup + $10/mo IDX feed per MLS board | 6- or 12-month commitment — no month-to-month |
| Sierra Interactive | $299.95/mo on annual billing ($359.95/mo on monthly), 1 user | $500 one-time setup on monthly billing (waived on annual) | 12-month agreement; dialer is a $100/mo add-on on Starter, built in on higher tiers |
Core shortlist, one line each
| CRM | One-line verdict | Go deeper |
|---|---|---|
| Follow Up Boss | The best lead routing in real estate — built for teams that buy portal leads and live on speed-to-lead. No native IDX website. | Follow Up Boss review · Follow Up Boss cost breakdown |
| Lofty (formerly Chime) | The all-in-one: IDX website, CRM, and paid ads from one vendor. Quote-only pricing; AI follow-up is Lofty's $60/mo AI Sales Agent add-on (200-lead running quota — not a monthly refill), not bundled. | Lofty review · vs Follow Up Boss |
| BoldTrail (kvCORE's successor) | The brokerage platform: CRM + IDX + marketing for multi-office operations. Quote-only pricing. | BoldTrail review |
| Real Geeks | IDX website and CRM in one bundle, for solo agents and small teams — $399/mo Platform + $500 setup + $10/mo IDX feed per MLS board (2 users included); optional lead packages $299–$599/mo; 6- or 12-month commitment, no month-to-month. | Real Geeks review · Real Geeks cost breakdown |
| Wise Agent | The $49/month flat-rate CRM (up to 5 members): drip campaigns and transaction management for solo agents, with no per-login billing on the base plan. Plan on separate logins ($20/mo per extra login) instead of sharing one. | Wise Agent review · Wise Agent cost breakdown |
| Sierra Interactive | Premium IDX websites with a built-in CRM for teams and brokerages — entry $299.95/mo on annual prepay ($359.95 on monthly billing, which also carries a one-time $500 setup fee), 1 user, 12-month agreement. The dialer is a $100/mo add-on on Starter, built in on higher tiers. | Sierra Interactive review · Sierra Interactive cost breakdown |
More platforms we cover
The six CRMs above are the core shortlist. 12 more platforms agents ask about each have their own review and cost page — they don't win a scenario here because we haven't verified every side-by-side field for them yet.
- CINC — Agents and teams who want a vendor to run Google and Facebook buyer/seller lead ads into a ready-made CRM. Price: Not disclosed — quote-only (Solo, Ramp, Pro, Select plans all say Request Pricing); Dialer add-on 3 lines for $75/mo; CINC AI from $200/mo. Cost page →
- BoomTown — Existing BoomTown teams planning their move to BoldTrail (kvCORE's successor) — new buyers should evaluate BoldTrail directly. Price: Not disclosed — quote-only (Launch, Core, Grow, Advance packages); extra users $35/user per the billing FAQ. Cost page →
- Ylopo — Teams with a large existing database who want AI text/voice to re-engage it and work new leads — priced by database size, not seats. Price: Not disclosed — quote-only (Solo, Growing Team, Complete plans; priced by database size, not seats). Cost page →
- Top Producer — Agents who want a CRM with MLS-data market reports and a published price, and teams of up to 5, 10 or 25 that like a flat team bundle. Price: Pro $179/user/mo; Pro Teams 5 $399/mo (up to 5 users); Pro + Leads from $479/mo; Pro + Farming from $599/mo. Cost page →
- IXACT Contact — Solo agents whose business is sphere and past-client referrals and who want the monthly e-newsletter done for them. Price: $55/mo monthly or $46.75/mo billed annually ($561/yr); team members $34/mo ($28.90 annual). Cost page →
- Brivity — Small and growing teams that want CRM, IDX site and transaction management in one month-to-month platform. Price: From $299/mo for solo agents (Solo Agent plan, up to 2 users); team plans quote-only; month-to-month, no contract. Cost page →
- Market Leader — Small teams that want a published flat rate for up to 10 users with shared CRM, websites and marketing. Price: Teams $329/mo (up to 10 users); Professional for Agents — consultative/quote-only. Cost page →
- Agent Legend — Agents and teams with an existing database who want AI-scored SMS/email/ringless nurture with published contact-based pricing. Price: Starter $199/mo (250 contacts, month-to-month); Grow $299/mo; Professional $499/mo; activation $299–$499. Cost page →
- MoxiWorks — Brokerages (and their agents) that want a native-AI marketing + CRM suite purchased at the brokerage level. Price: Not disclosed — quote-only; RISE purchased at the brokerage level only. Cost page →
- Propertybase — Brokerages that want a Salesforce-native real estate CRM with a published per-user floor and Lone Wolf Authentisign built in. Price: From $89/user/mo (Force.com licence included); brokerage-scale Salesforce CRM. Cost page →
- Lone Wolf Relationships — Agents and teams already in the Lone Wolf stack (or migrating from LionDesk) who want a follow-up CRM with AI email and optional texting. Price: Not disclosed — quote-only; free trial; EZ Texting is a paid add-on. Cost page →
- HighLevel (GoHighLevel) — Agents and teams who want to build their own marketing automation, funnels and custom pipelines in one tool, and are comfortable doing the setup (or paying someone to). Price: $97/mo Starter (3 sub-accounts, unlimited contacts and users), $297/mo Unlimited, $497/mo Pro; SMS, email, phone and AI are usage-based extras. Cost page →
How we pick winners
One scenario, one winner — decided by five evidence standards, not by commissions. Every stated price on this page was checked against the vendor's own site in September–October 2026 — and for quote-only vendors (Lofty and BoldTrail among the core shortlist), the absence of public plan pricing is itself part of the verdict. Read the full methodology →
Questions agents ask
I'm a solo agent on a budget. Where should I start?
Start with the solo-agent scenario: Wise Agent wins it at $49/mo flat for up to 5 members — no per-login billing, no contract on the base plan (but cancelling needs 30 days' email notice — time your exit). One signup wrinkle: WiseSocial is pre-checked, so your first invoice reads $69/mo unless you uncheck it.
My team buys portal leads. Which CRM is built for speed-to-lead?
Follow Up Boss — the portal-lead scenario winner. Its lead routing (round-robin, first-to-claim, ZIP/price rules) is why portal-lead teams buy it. Budget the dialer too: calling is $39/login/mo extra on Grow — per calling user, not per seat, since the account owner picks who gets it (per FUB's help center).
Why only one winner per scenario?
Because a list of ten "top picks" is a list, not advice. Each scenario names the single CRM we'd tell that agent to demo first — decided by our five evidence standards, with every price re-checked against the vendor's own site. The full shortlist is in the comparison table above.
What's the cheapest real estate CRM with a published price?
Among platforms we track with official list prices, Wise Agent is the lowest full CRM floor at $49/mo (up to 5 members on one shared login). See the budget CRM guide — quote-only stacks (Lofty, BoldTrail, CINC plans) are not ranked with invented numbers.
Do I need a CRM that includes an IDX website?
Only if you do not already have a lead-gen site you like. Real Geeks, Sierra Interactive, Lofty, and BoldTrail sell IDX as part of the platform story. Follow Up Boss is CRM-first (IDX via integrations). Matching "CRM with IDX" to a team that already owns a site is a common way to overpay.
Is BoldTrail the same as kvCORE?
BoldTrail is kvCORE's successor (same product family, current brand). For portal CRM vs that all-in-one stack, see Follow Up Boss vs BoldTrail.
Is GoHighLevel a real estate CRM?
HighLevel is a marketing-automation platform with CRM features — not a purpose-built realtor IDX/MLS stack. Published plans start at $97/mo; native MLS/IDX was not found on official pages. Read GoHighLevel for realtors and the GoHighLevel review.