Can you hear that? That’s the unmistakable sound of real estate agents discovering CRM. They must have read our last article. “What a time to be alive!” they scream… before, predictably, they start to whisper… “the only problem is… we don’t know which CRM system to choose”. But fear not, giddy realtor. NetHunt is here with another informational article to help you decide exactly which CRM system suits your real estate needs.

We called it. Real estate and CRM go together like french fries and ketchup. A well implemented CRM system does the heavy lifting for realtors who have grown tired of their unsociable hours, anxious from constant rejection, and bored of waiting for spreadsheets to load.

CRM automates processes that are at the heart of real-estating. It helps estate agents stay in touch with old clients, improve communication between team members, find and contact new clients, and generate more referrals. The only hurdle left to overcome is choosing the perfect system that suits your business and team.

There’s a lot of great options out there, but we’ve chosen three of them at different points on the spectrum to keep on top of real-estate for you.

What is real estate CRM?

Real estate CRM is software that allows real estate agents to manage their relationships with prospects effectively, leads and clients by organising real estate agency information, collecting leads from multiple sources, and maintaining their data in a strictly uniform way. There are numerous benefits associated with the deployment of CRM solutions in real estate.

Here are just a few...

Respond to lead requests immediately.

The real estate market is competitive. Every minute detail, such as quick response time, is crucial for closing deals successfully. Properties are a capital investment, so more than in any other industry; real estate leads don’t want to worry about which means of communication to use to make a purchase. It’s the real estate agent’s job to facilitate an multichannel approach to communication and set up many different outreach methods.

However, this can be tricky - when you have a chatbot on your website, an email address, direct messages on social media, and a hotline, it can be challenging to manage the flow of information effectively. CRM in real estate logs and processes new information immediately and automatically, taking the pressure off and decreasing response time.

Centralise contact data.

This benefit is particularly relevant to real estate companies employing several realtors.

With all your leads and deals  organised neatly within one system, you drastically reduce the chances of doing duplicate work. All the agents within the company can access the database and know where to find whatever it is they’re looking for. Moreover, having all your data stored in one place diminishes confusion, which helps you to avoid overlooking leads.

Automate business processes.

The best real estate CRM systems provide their users with automation capabilities. That way, real estate agents can focus on the things that matter and require a lot of human attention while the machine deals with the rest.

With the help of a CRM for real estate agents, you can easily automate your lead generation, lead capture and lead nurturing processes. One of the most common use cases of real estate CRM automation features is automating email follow-ups after open-houses.

Improves relationships with leads and clients.

When you have every single detail of your ongoing communication with leads registered and secured in the real estate CRM system, you can easily personalise your future interactions with them. You’ll come across as a more attentive and caring real estate agent, which can help you win your leads’ hearts, minds, and house deals.

After all, what could be better than a timely notification about your lead’s upcoming anniversary or other important milestones that you can congratulate them on and get a + in your reputation?

It helps to generate more leads.

According to research by the National Association of Realtors in 2019, 39% of sellers who used a real estate agent found their agents through a referral by friends or family.

82% of all real estate transactions came through word-of-mouth referrals and repeat business.

Referrals are an integral part of real estate lead generation! However, asking for referrals requires some groundwork - you can’t just reach out to your clients out of the blue and expect them to introduce you to other house-buyers. There needs to be a certain amount of trust and respect that’s only possible when you devote yourself to a customer relationship management strategy.

Close more deals; make more money.

Considering all the other benefits real estate CRM solutions bring, it’s only natural that they also contribute to the end-goal of any real estate business - to make more money. As proof, research shows that realtors earning $100,000 or more in gross commission income are more than twice as likely to use advanced technology tools like a CRM than agents who earn less.

How to choose a real estate CRM.

If you want to leverage all the benefits of implementing a real estate CRM solution, you need to make sure that you know how to choose the right one out of the many offers in the market. Here are some of the criteria that a real estate CRM must meet to facilitate your real estate business’ growth.

It needs to be lightweight and easy to use.

The best CRMs strike a balance between function and form, offering just enough valuable features but not so many that the interface becomes confusing and nearly impossible to navigate. One of the biggest problems with lower-quality real estate CRM systems is that they’re trying to streamline too many processes, they’re actually creating more difficulties with usability instead.

It needs to complement your specific business workflows.

While it can be tempting to resort to investing in the same real estate CRM solution your competitors are using, don’t. You need to choose the CRM software that offers the functionality required for your particular real estate business. For instance, if your business if your website uses  Internet Data Exchange (IDX) to communicate with your Multiple Listing Service (MLS), you’ll want a CRM that supports that platform.

It needs to be scalable.

However, don’t think that your real estate business will stay the same forever. A sound CRM system grows with your business. You need to look for a CRM solution that shows the same ambition as you do, one that will roll out new relevant and useful features, one that has proof of having plans in the pipeline - if you’ll excuse the pun.

It should be cloud-based.

The future is in the cloud. The majority of real estate businesses are switching to cloud-based software because, frankly speaking, it’s easier and cheaper to use. It’s secure and can be accessed by anyone, anywhere, even if they’re on location. Mobile apps are a big plus too. Real estate changes quickly; staying on the ball means untethered access.

The 3 best CRMs for real estate

NetHunt CRM.

Simple. Functional. Dynamic.

Founded in 2015, we are the proud baby of this CRM list. At the time of writing, NetHunt’s Capterra rating stands at 4.8 out of 5. Our software blends directly into Gmail, placing a fully-featured CRM at the heart of your Gmail inbox. The best thing about our system is that we put your CRM everywhere, leaving no stone unturned in the perpetual quest for customer experience and lead management.

Our functionality list is long and growing. NetHunt offer typical CRM features such as contact management, communication and event history, and task management inside your Gmail inbox. Because NetHunt lives inside your Gmail, no lead slips through the cracks. As soon as you receive an email, you are able to create or update a client’s data at the click of a button.

Furthermore, our list of integrations is growing. You can integrate social media with NetHunt, allowing users to scrape lead data from platforms such as LinkedIn. These leads are then added to your contacts within NetHunt, so you can keep on top of them and develop a strategy for which steps need to be taken next.

Workflows by NetHunt is our hot sales automation feature. It's a flexible workflow builder allowing users to build custom workflows based on whatever they want. You can automate lead generation, pipeline management, outreach, and team management with no coding required!

NetHunt CRM at a glance.

  • Real estate commission calculator.
  • Sales automation.
  • Drip campaigns to nurture leads.
  • Cloud-based.
  • Visual sales pipelines.
  • A huge and growing list of native integrations.

✔️ NetHunt comes with a 14 day free trial.

💰NetHunt starts at $24 per user, per month.

Manage Real Estate Clients with NetHunt CRM


Specialist. Functional. Pricey.

Founded in Boston, USA in 2010, Propertybase have their fingers in just about every real-estate-tech pie you can think of. As well as offering marketing, back office, and web design services; they offer a CRM system that is dedicated to the real-estate industry. Their website describes the system as a powerful suite of tools that connects all data and amplifies sales and marketing processes across all brokerages.

At the time of writing, Propertybase scores a respectable 4.2 stars on Capterra. Let’s dive in and take a closer look at some of the features that might (not) persuade you to integrate this established CRM system with your business.

Propertybase offers everything you would expect from a CRM system, such as contact management, segmentation, communication tracking, and email campaigns. On top of that, they also offer features that define it as such an industry-specific platform.

Their CRM system has the ability to match clients and leads with properties, thanks to their property database function. There is also a referral-tracking function, that visualises relationships between clients in the form of a referral report. In terms of customer support, Propertybase offers online assistance during business hours (EST).

Propertybase at a glance.

  • Lead scoring to target your most active leads.
  • Targeted drip campaigns based on property views, saved searches, buying timelines.
  • Extensive business reporting capabilities and analytics
  • Listing management.
  • Allows to aggregate listings from multiple MLS'™ into one search.
  • Dynamic multimedia content in listings; including videos, 360˚photos, and virtual tours.

✔️ Propertybase comes with a free trial.

💰 Propertybase starts at $69 per user, per month.

Wise Agent.

Experienced. Affordable. Dedicated.

Wise Agent are the old grandpa of the CRM real-estate world, sitting on the porch; swinging back and forth in a creaky rocking chair. Founded way back in 2001, it’s fair to say this Arizona, USA-based company has been around the real-estate block a few times.

After 19 years of playing the CRM game, Wise Agent have got the CRM basics down to a tee. They offer simple functions for everyday processes, such as contact management, interaction tracking, segmentation, and email marketing. Their real-estate specialist tools are similar to Propertybase’s, and users are treated to functions such as client-property matching, property alerts, and referral tracking.

Where Propertybase could seem a little daunting to new users, Wise Agent have managed to keep things simple after all this time. They offer 24/7 support to all their users, which is not an easy commitment to make. They also only have two price plans for their system: free and paid. Easy.

This CRM system offers some more original functions. The first is the landing page generator. With this tool, your business can customise and set cool and original landing pages for your website in minutes. Keeping it old-skool, Wise Agent are also the only CRM on this list to offer an SMS marketing function, where users are able to send bulk SMS messaging campaigns without picking up a phone. Finally, the Wise Printing feature that was launched in 2019 allows users to create personalised listing, open house, and just sold documents from industry-proven templates.

Wise Agent at a glance.

  • Built-in referral tracking software.
  • Contact management features.
  • Lead capture automation, including WordPress Lead Capture Forms.
  • Transaction management functionality: Unlimited Cloud Solution for easier and safer documents, real estate property list and Lockbox List.
  • Real estate reporting capabilities.
  • Integrations with Gmail and social media.

✔️ Wise Agent comes with a free trial.

💰 Wise Agent starts at $29 per user, per month.

CRM and real-estate need each other. This is by no means a definitive list, but an example of three different systems that could help your business.

Still not sure? Let us help.

Schedule a demo with our customer success team to see what all the fuss is about.

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