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Technology, tools, and tips for real estate professionals

5 Salesforce CRM Alternatives for Real Estate Agents

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Managing your leads is vital in any business involving direct sales, and it’s no different for real estate agents.

Keeping your leads organized so that you’re following up with them at the right time and not letting them fall off the radar is just as important as your ability to close on those leads, and that’s where customer relationship management (CRM) software comes in.

The big dog in the CRM software industry is Salesforce, a juggernaut that is worth more than $60 billion as of August 2017. Heck, their stock market abbreviation is “CRM.”

And there’s good reason for their dominance. They’ve developed a reputation for totally changing the CRM industry with their software. They have a huge user community and a mature software solution with a lot of happy customers.

But Salesforce has its cons as well. CRM competitors have emerged that have more features and functions than Salesforce. It’s also a little weak when it comes to marketing automation.

There’s also the fact that it’s not tailored for the real estate industry, and thus may not have features valuable to real estate professionals. And when it comes to smaller real estate businesses like yours, sometimes, for whatever reason, it just doesn’t meet your needs.

Don’t worry: there are plenty of alternatives out there if you want to try some other type of real estate-friendly CRM software. We’ve combed through lots of software options out there to find five good solutions that are particularly tailored for the real estate industry, and have listed them in alphabetical order below.

1. Contactually

Contactually’s Team Lead Routing dashboard

Contactually is a quick and easy program for building relationships and generating referrals from clients, which makes it perfect for the real estate industry where relationships are key. Contactually integrates with mobile phones and your calendar, so a busy, multi-tasking real estate agent can be alerted to an upcoming task with all the details about it at their fingertips. The software also integrates with social media, which can help generate additional leads.


  • Easy to use and set up
  • Social media option to generate new leads
  • Good customer support


  • It doesn’t have the features other software options have, such as built-in phone and email and the ability to dive deep into analytics of your sales pipeline

Pricing: $39 per month for the basic plan, with more expensive plans ranging from $59 to $199 per month

Have you used Contactually? Leave a review!

2. Freshsales

Freshsales dashboard

Freshsales is a CRM option that works especially well for both small and enterprise real estate businesses. The software consolidates a lot of the functions involved in the sales cycle, and is an especially sophisticated CRM option. The software will provide you with lead scoring and built-in phone, email, and activity capture.


  • Easy to use
  • Lots of features
  • Reasonable price
  • Email and event tracking


  • A few reviewers say it could be better at listing leads, as it is a bit difficult to view and track the leads

Pricing: Freshsales offers a free version for up to 10 users that includes basic organization of leads and contacts, but you can upgrade to Blossom ($12 per user per month), Garden ($25), or Estate ($49) if you need more features.

Have you used Freshsales? Leave a review!

3. Insightly

Viewing a contact in Insightly’s software

Insightly is a CRM app that is based in the cloud and offers simple project management tools, so it’s great for a real estate agent that just needs something straightforward without a million features. It’s ideal for small and medium-size real estate businesses.


  • Simple to use
  • Email tracking
  • You can upgrade to a more advanced version of the software if you need more features


  • The software doesn’t accept email messages that are auto-forwarded, so you’ll have to forward emails to your Insightly mailbox manually

Pricing: Insightly offers a free version with basic organization of leads and contacts for up to two users. You can upgrade to plans ranging from $12 to $99 per user per month to access more features.

Have you used Insightly? Leave a review!

4. REthink

REthink’s Listing Browser

REthink is an especially good program if you’re looking for something that integrates well with a multi-listing service (MLS), a vital tool in the real estate agency. The application has automatic integration with MLS so you can choose the best properties for leads. It also has a mobile version so you can stay productive when you’re out in the field or if you’re traveling.


  • Good tech support, both during setup and after


  • Price is high for small real estate businesses

Pricing: REthink is $79 per user per month if you’re a small team, although there’s also a one-time upfront fee—the company does not disclose the price — for “REthink Onboarding.” If you’re a large firm or have a complex business environment, you’ll have a consultation with a REthink Residential Sales Specialist to determine your price.

Have you used REthink? Leave a review!

5. SugarCRM

SugarCRM’s Hint feature

Another software option tailored for small and medium-sized realtor outfits, SugarCRM is a relatively easy-to-use solution that is flexible and offers customizable fields, so you can adjust it to your own preferences. The software offers a feature called “Hint,” which “accelerates call preparation time by providing you with all the customer contact and social network information you need with just a name and an email,” according to their website.


  • Flexible and customizable
  • Offers relationship analytics through the Hint feature
  • Highly rated reporting tool


  • One user said the software wasn’t ideal for cold calling because it is “pretty clunky to track many calls per day”

Pricing: The most basic version of the software, Sugar Professional, costs $40 per user per month. The most expensive version if $150 per user per month.

Have you used SugarCRM? Leave a review!

What CRM software do you use?

Are you a Salesforce fan, or did you find some other type of CRM software that works for you? Please let us know in the comments below what you use and why, as well as what features real estate agents should be looking for when they shop for CRM software.

Looking for Real Estate Property Management software? Check out Capterra's list of the best Real Estate Property Management software solutions.

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About the Author

Dan Taylor

Dan is a content writer at Capterra, specializing in hotel management, construction and real estate. Outside the office, he enjoys spending time with his family and friends, catching up with the latest offering from HBO or paying a visit to a new place.


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