TLDR (Summary)
The best CRM software for real estate agents is Plutio ($19/month).
Generic CRM software tracks contacts, deals, and email opens, but real estate requires different context. Agents need to see property search history, showing feedback, offer status, transaction milestones, and closing coordination all connected to each client profile. Plutio builds CRM around the real estate transaction rather than the generic sales funnel, so client profiles show the complete journey from initial inquiry through successful closing and beyond to referrals.
According to the National Association of Realtors, 87% of buyers and 88% of sellers work with a real estate agent, with the average agent managing 10-15 active transactions simultaneously while nurturing 30-50 leads in various stages. Transaction-connected CRM surfaces property context, showing history, and offer details instantly instead of requiring agents to dig through separate showing apps, MLS notes, and email threads to reconstruct what buyers have seen or where sellers stand in negotiations.
What is CRM software for real estate agents?
CRM software for real estate agents is software that connects client profiles to property searches, showing schedules, offer tracking, and transaction timelines with complete context visible before every client conversation.
The distinction matters: sales CRM tracks leads through a pipeline to close generic deals, then the relationship often ends or moves to account management. Real estate CRM tracks property-specific journeys where buyer relationships evolve through months of showings and negotiations, seller relationships require listing management and offer coordination, and successful closings create referral opportunities that compound over years as clients return for their next transaction.
What real estate CRM actually does
Core functions include storing client contact information and communication history, tracking which properties buyers have viewed with feedback and preferences for each showing, managing listing details and showing schedules for seller clients, monitoring offer status through negotiation stages with timeline visibility, connecting transaction milestones to closing coordination so nothing falls through during the final weeks, and surfacing referral opportunities when clients close successfully and their excitement about the experience is highest.
Generic CRM vs transaction CRM
Generic CRM like HubSpot or Salesforce improves for moving prospects through a funnel to any sale. Real estate CRM improves for property-specific relationships. In generic CRM, a closed deal means the prospect bought something. In real estate CRM, a closed deal means a specific buyer found the right property after viewing 8-12 options over 6-10 weeks, or a seller accepted the best offer after 3 weeks on market with 15 showings. The software needs to track property context, showing feedback, and transaction details, not just contact information and email opens.
What makes real estate CRM different
Real estate relationships require property context that accumulates across showings. A buyer mentions school district preferences during the first showing, rejects a property in week 2 because of layout concerns, responds positively to a neighborhood in week 4, submits an offer in week 6 that requires negotiation, and closes in week 10 after inspection negotiations. Without CRM that connects these property-specific moments across months, agents spend the first 10 minutes of every call reconstructing what properties clients have seen and what feedback they gave. Contact databases store names and phone numbers. Real estate CRM stores transaction journeys.
When CRM connects to scheduling, property searches, showing notes, and offer tracking, client profiles become the single source of truth for the entire transaction instead of just another database to keep updated.
Why real estate agents need CRM software
Real estate agents who manage more than 3-5 active buyer relationships simultaneously face a compounding problem: each new client adds property-specific context that exists only in the agent's memory, scattered across showing confirmations, MLS notes, and text message threads that become increasingly impossible to reconstruct before client calls.
With 2 active buyers, an agent can remember that the Johnsons rejected the ranch because of the small kitchen and the Smiths loved the colonial but couldn't afford the price. With 10 active buyers viewing 3-5 properties each over 8-12 weeks, that is 30-50 property viewings with unique feedback, preferences, and next steps that determine which listings to recommend next and when to adjust search parameters.
The scattered context problem
According to a HBR, knowledge workers toggle between apps 1,200 times per day, losing around 9% of productive time to context switching. For real estate agents specifically, that means buyer intake forms live in the CRM if they use one, property showing confirmations come from scheduling software like Calendly or showing services like ShowingTime, property details and client notes scatter across MLS systems, offer documents sit in DocuSign or other transaction management platforms, and communication history fragments across email, text messages, and phone notes. Before every buyer call, agents reconstruct property context from 5-6 different sources or walk into conversations unprepared and miss opportunities to recommend the right property at the right time.
The fragmentation problem
Real estate agents stack 6-8 disconnected tools: MLS for property searches, Calendly or ShowingTime for scheduling showings, Dotloop or Skyslope for transaction management, DocuSign for contracts, a generic CRM like Follow Up Boss or LionDesk for contact management, and email or text messages for daily communication. Each tool handles one function, but none share data automatically. When a buyer views their 8th property and gives feedback that clarifies their true priorities, nothing updates the buyer's profile in the CRM. The agent has to remember to add notes manually, reference them before the next showing, and use that context to refine future property recommendations.
The lost opportunity cost
Property searches depend on understanding evolving preferences. Buyers often start with a list of requirements, but their priorities shift after viewing real properties. A buyer who insists on 4 bedrooms might discover they prefer a 3-bedroom with better layout. An agent who tracks showing feedback in scattered notes misses the pattern. An agent who connects feedback to the buyer profile sees the shift and adjusts searches accordingly. Research from real estate agent communities shows that agents who track showing feedback systematically close transactions 15-20% faster because they recommend better-matched properties sooner instead of showing listings that don't align with actual preferences revealed through showings.
The scaling tipping point
Real estate agents hit a threshold around 8-10 active buyer relationships or 5-7 active listings where the manual approach breaks down. One agent managing 10 buyers with 30 showings per month needs to track 30 sets of property feedback, 10 sets of evolving search criteria, 10 offer timelines if deals are progressing, and 10 closing coordination sequences while also nurturing 20-30 leads who haven't committed yet. The cognitive load becomes unsustainable without systems that surface property context and transaction status automatically.
Connected CRM software absorbs the transaction coordination work that would otherwise scale linearly with each new client. Every additional buyer or listing adds revenue without adding proportional cognitive overhead when Plutio tracks property context instead of the agent's memory.
CRM features real estate agents need
The essential CRM features for real estate agents connect client contact information with property searches, showing feedback, offer tracking, and transaction coordination while handling the unique patterns that real estate relationships require.
Core CRM features
- Client profiles with complete contact information: Name, email, phone, communication preferences, buyer or seller status, and custom fields for real-estate-specific data like pre-approval amount, target neighborhood, or listing address.
- Communication history in one timeline: Initial inquiry, intake form, property showing confirmations, feedback after viewings, offer submitted, negotiation updates, and closing coordination all visible on the client record.
- Property search and showing tracking: Which properties buyers have viewed with date, time, showing notes, and feedback that reveals evolving preferences and helps agents recommend better-matched listings for future showings.
- Offer and negotiation tracking: Offer submitted on which property, counter-offer status, contingencies in place, inspection completed or pending, and timeline to closing so agents see transaction status without digging through transaction management platforms.
- Transaction milestone management: Key dates for contract acceptance, inspection, appraisal, financing approval, final walkthrough, and closing so coordination happens on time and nothing falls through during the critical final weeks before closing.
Real-estate-specific features
- Showing notes connected to client profiles: Not stored in a separate showing platform or notebook. Directly on the client timeline so feedback from showing 3 is visible before showing 4. Industry standard is fair dealing per NAR Code of Ethics.
- Closing and referral alerts: Automatic notifications when transactions approach closing so referral requests and testimonial outreach happen when clients are most excited about their experience, not weeks after closing when momentum fades and gratitude cools.
- Client portal access: Buyers and sellers log into their branded portal to see showing schedules, property links, offer status, transaction timeline, and document uploads without texting the agent for information they already have permission to see.
Platform features that multiply value
- White-label branding: Custom domain, logo, colors. All client-facing communications show your brand.
- Unified inbox: All client messages arrive in one place.
- Permissions: Control who sees what.
- Automations: Create rules that trigger actions without your involvement.
The deciding factor for real estate agents is integration depth. CRM software that connects with scheduling, showing notes, offer tracking, and transaction coordination eliminates duplicate data entry. Buyer books a showing and their profile updates with the property address, showing time, and a place to add feedback immediately after the viewing.
CRM software pricing for real estate agents
CRM software for real estate agents typically costs $30-100 per month for standalone solutions, with integrated platforms providing complete functionality at the lower end of that range.
What real estate agents typically pay for CRM tools
- Follow Up Boss: $69-99/month for real-estate-specific lead management and pipeline tracking
- LionDesk: $29/month for contact management with basic transaction tracking
- Wise Agent: $29-39/month for real estate CRM with transaction coordination
- kvCORE: $400-600/month for complete platform with IDX and lead generation
Standalone CRM tools handle contact management and maybe basic transaction tracking but require separate subscriptions for scheduling ($15/month), contracts and e-signatures ($25/month), and transaction management ($50/month). Total stack cost: $120-190/month before adding marketing automation or client communication tools.
Plutio pricing (January 2026)
- Core: $19/month: Unlimited CRM plus scheduling, proposals, contracts, client portals, and transaction tracking for up to 9 active clients.
- Pro: $49/month: Unlimited clients, 30 contributors, advanced permissions.
- Max: $199/month: Unlimited team, white-label, single sign-on.
The ROI calculation for real estate agents
- Time savings on client prep: 5-10 minutes per buyer call or seller update. With 40 client interactions per month, that is 3-7 hours reclaimed.
- Faster closings through better property matching: Tracking showing feedback systematically helps agents recommend better-matched properties 15-20% faster. For an agent closing 12 transactions per year with average commission of $9,000, shaving 2-3 weeks off buyer search time allows 2-3 additional closings per year worth $18,000-27,000.
- Higher referral rates: Automated closing alerts make sure referral requests happen at the right moment. Agents who systematically request referrals at closing report 25-35% higher referral rates. For an agent closing 12 transactions per year, 3-4 additional referral-sourced deals per year represent $27,000-36,000 in additional commission.
CRM software ROI comes through faster closings and improved referral capture. Plutio pays for itself with one additional closing per year or systematic referral requests that generate 2-3 additional referral-sourced transactions annually, both common outcomes when agents stop losing property context in scattered notes and start tracking every showing, offer, and closing milestone in one connected system.
Why Plutio is the best CRM for real estate agents
Plutio handles CRM as part of a complete real estate platform where scheduling, showing notes, offer tracking, and transaction coordination work together rather than as separate tools that need manual connection.
Client profiles that show the complete transaction
Every client profile includes contact information, communication history, buyer or seller status, property search criteria for buyers or listing details for sellers, showing history with feedback notes, offer status with negotiation updates, transaction milestones with key dates, and document history all on one timeline. Before a buyer call, you open the client profile and see everything: which properties they viewed last week, what feedback they gave about layout or location, what their current search priorities are based on accumulated showing feedback, and whether they are ready to make an offer or need to see more options. No toggling between showing confirmations, MLS notes, and email threads to reconstruct property context.
Showing notes that stay connected
Showing notes attach directly to client profiles on the timeline, not in a separate app or paper notebook. After showing a property, you write notes about the buyer's reaction, what they liked, what concerns they raised, and it all saves to that buyer's record. Three weeks later when a similar property hits the market, you scroll the timeline and see exactly what feedback the buyer gave about comparable properties instead of trying to remember or searching through scattered notes. Property feedback written in context stays in context.
Offer tracking that updates in real time
When a buyer submits an offer, you update the offer status on their profile. Counter-offer received, inspection scheduled, appraisal ordered, financing approved, final walkthrough completed. The timeline shows the progression: offer submitted on March 5, accepted March 7, inspection March 12, appraisal March 18, closing scheduled April 2. You and the client both see transaction status. No separate transaction management platform to maintain. No manual updates required. Offer details live on the client profile where they belong.
Transaction milestone tracking
When an offer is accepted, Plutio tracks transaction milestones automatically. Contract acceptance triggers inspection deadline, appraisal deadline, financing contingency deadline, and closing date. Each milestone appears on the timeline with automatic reminders so coordination happens on time. Miss an inspection deadline and the deal falls apart. Track milestones automatically and nothing falls through during the critical weeks between contract and closing.
Closing and referral conversations at the right moment
The best referral requests happen at closing when clients are most excited about their new property and grateful for the agent's help. But without automated tracking, agents often forget to ask until weeks later when gratitude fades. Plutio alerts you as closing approaches so referral conversations happen at the peak of client satisfaction. Agents using Plutio report 25-35% higher referral rates compared to manual tracking because the request happens at the right emotional moment.
Client portals for self-service access
Buyers and sellers log into their branded portal to see showing schedules, property links shared by the agent, offer status updates, transaction timeline with key dates, and document uploads like inspection reports or closing disclosures. Fewer "when is the inspection?" texts at 8pm. Fewer "can you resend that listing link?" emails while you are showing properties to another client. Clients get transaction context on their own time. You get uninterrupted focus during showings and negotiations.
White-label everything
Use your own domain. Upload your logo, set your brand colors and typography. Every client-facing touchpoint shows your brand.
Unified inbox for all client communication
When a client sends a message through the portal, books a showing, or responds to a contract, the notification appears in one inbox. Reply directly without opening email.
Granular permissions
Control exactly who sees what at the level that makes sense for your business.
No-code automations
Create rules that trigger actions without your involvement. Common real estate automations include: send showing reminders 2 hours before scheduled viewings, notify agent when buyers leave showing feedback in the portal, alert when transactions approach closing date, create referral request automatically 2 days before closing, follow up with past clients 12 months after closing for repeat business or referrals.
Native integrations for real estate workflows
Connect Stripe and PayPal for commission deposits or retainer payments. Sync Google Calendar or Outlook for showing schedules. Use Zapier to connect 3,000+ other apps including MLS systems, transaction platforms, and marketing tools.
Everything runs from one app with your branding, your terminology, and your workflow logic. Client profiles become the single source of truth for real estate transactions instead of scattered fragments across showing confirmations, MLS notes, transaction platforms, and email threads.
How to set up CRM in Plutio
Setting up CRM in Plutio takes 2-4 hours for initial configuration, then 5-15 minutes per client after your templates and integrations are in place.
Step 1: Configure default settings (30 mins)
Set your timezone, business hours, and communication preferences. Configure custom fields for real-estate-specific data you want to track on every client profile such as buyer or seller status, pre-approval amount, target neighborhood, property type preferences, or listing address. These fields appear on all client records so you can filter by buyer status, search by neighborhood, or report on transaction stages consistently.
Step 2: Create templates (1-2 hours)
Build 3-5 templates covering your common real estate workflows. For agents, recommended templates include:
- Buyer representation agreement: Contract template with commission terms, exclusive representation period, and buyer obligations.
- Listing agreement: Seller contract with commission structure, listing price, marketing plan, and showing instructions.
- Showing feedback form: Template for buyers to provide structured feedback after each property viewing including likes, dislikes, and interest level.
Step 3: Connect integrations (20 mins)
Link payment processing if you collect retainer fees or deposits. Connect your calendar (Google Calendar or Outlook) so showing availability syncs automatically. Test each integration before using with clients by scheduling a test showing and verifying calendar sync works bidirectionally so showings appear in both Plutio and your calendar app.
Step 4: Import existing data (30 mins)
Upload existing client contact information via CSV export from your current CRM, email list, or spreadsheet. Map fields appropriately so names, emails, buyer or seller status, and property preferences land in the right places. Historical showing notes can be added manually or uploaded as attachments to client profiles for reference.
Step 5: Test with one real transaction workflow
Run through the complete workflow with an actual client rather than a test account. Send a buyer representation agreement, have them sign, schedule a showing, add showing feedback after the viewing, track an offer if the transaction progresses, and verify everything appears on the client timeline as expected. Fix any gaps before setup more clients.
Common setup mistakes to avoid
- Over-customizing too early: Start minimal and refine based on actual use. You will discover what custom fields matter after working with 5-10 transactions in Plutio.
- Ignoring mobile: Download the mobile apps during setup and test key workflows. You will check client context on your phone between showings or before client calls.
- Skipping automation setup: Configure showing reminders, closing alerts, and referral request triggers during initial setup. These automations save hours every week once configured and make sure critical tasks like referral requests happen at the optimal moment.
Build templates for the 80% cases that cover most of your real estate work. The buyer intake to showing to offer flow, the listing agreement to closing sequence, and the referral request at successful closing. Edge cases can be handled manually.
CRM organization for real estate agents
Organizing CRM creates clarity and enables efficient transaction management as your real estate business grows.
Client segmentation for real estate agents
- Active buyers: Currently searching for properties with scheduled showings and active offer negotiations in progress.
- Active sellers: Properties currently listed with showing coordination and offer management required.
- Under contract: Transactions in escrow or pending with inspection, appraisal, financing, and closing coordination needed.
- Closed clients: Completed transactions with successful closings. Prime candidates for testimonials, referrals, and future repeat business when they move again.
- Leads: Inquiries from open houses, online forms, or referrals who have not committed to representation yet. Nurturing required to convert to active clients.
Transaction pipeline stages
- Initial contact: Lead inquiry received, initial conversation scheduled, needs and timeline assessed, representation agreement sent.
- Active search or listing: Buyer viewing properties with showing feedback tracked, or seller's property listed with showing coordination and feedback from other agents collected.
- Offer stage: Offer submitted or received, negotiation happening, contingencies being addressed, acceptance pending.
- Under contract: Contract executed, inspection scheduled or completed, appraisal ordered, financing approval in progress, final walkthrough scheduled, closing date set.
- Closed: Transaction completed successfully, commission received, testimonial and referral request sent, follow-up scheduled for future touchpoints.
Information to track
- Property search criteria and evolving preferences based on showing feedback
- Showing history with detailed notes about buyer reactions to each property
- Offer status with negotiation updates and contingency tracking
- Transaction milestones with key deadlines for inspection, appraisal, financing, closing
- Communication history including email, text, phone notes, and portal messages
- Referral sources and relationships for future business development
Proven methods
- Write showing feedback immediately after viewings while reactions are fresh and details are accurate
- Reference original search criteria periodically to make sure property recommendations stay aligned with buyer priorities
- Tag clients by transaction type (first-time buyer, move-up buyer, investor, downsizer) for pattern recognition and targeted marketing
- Update transaction status as milestones are completed so closing coordination stays on track and nothing falls through
Organized CRM enables pattern recognition across your entire client base. When you notice that 70% of buyers shift their neighborhood preferences after viewing 4-6 properties, you can proactively expand searches earlier in the process. Structure serves insight and improves transaction outcomes.
Client portals for real estate agents: CRM connection
Client portals connect CRM data to client-facing access, creating smooth self-service for showing schedules, property links, transaction updates, and document delivery.
Portal as transaction dashboard
Buyers and sellers access their complete transaction journey through branded portals. Showing schedules with property links and addresses, feedback forms to complete after viewings, offer status updates as negotiations progress, transaction timeline with key milestones and deadlines, and document uploads like inspection reports, disclosures, or closing statements connected. CRM data powers what clients see. When you update offer status to "accepted" in your agent view, buyers see the update in their portal immediately with next steps for inspection scheduling.
Consistent experience
Portal presentation reflects the organized data in CRM. Professional, consistent client experience across all interactions. Buyers don't see scattered showing confirmations from Calendly, listing links in random email threads, and closing documents from DocuSign arriving separately. They see one branded real estate portal with everything connected to their transaction timeline.
Self-service access
Clients find their own showing schedules, property links shared by the agent, offer status updates, and transaction documents. CRM organization enables client self-service without administrative burden. Fewer "when is the inspection scheduled?" texts at 10pm. Fewer "can you resend that property link?" emails while you are showing another client. Clients access transaction information on their schedule instead of waiting for you to respond.
Two-way visibility
Portal interactions feed back into CRM. Client activity adds to your understanding of engagement and urgency. Complete picture from both perspectives. When buyers leave showing feedback in their portal after a viewing, you see completion notifications and can read their detailed reactions to adjust future property recommendations. When sellers review showing schedules and agent feedback, it's easy to see they are staying engaged with the listing process. Visibility helps you serve clients more effectively and adjust strategies based on actual behavior.
Transaction continuity
Portals maintain relationship context across transactions. Past clients who return for their next move find their history. Connection maintained between purchases. A buyer closes on their first home, stays in the portal as a past client with access to their original transaction documents, then returns 5 years later to sell and buy a larger property. Their portal shows the full relationship history, not just the current transaction. Continuity reinforces the long-term relationship that drives referrals and repeat business.
Portals make CRM client-facing. Internal organization translates to external experience. Clients perceive your real estate practice as professional and organized because the portal reflects the structure in CRM where every showing, offer, and transaction milestone connects to their profile.
How to migrate CRM to Plutio
Migration from another CRM software typically takes 3-5 hours of active work spread over a weekend, with the best time to switch being during a slower transaction period or between closing one group of deals and starting new client relationships rather than mid-transaction with 10 active closings in progress.
Step 1: Export from your current tool
Most CRM software provides CSV export. Here is what to export from common tools:
- Follow Up Boss: Contacts > Export > All contacts with all fields. Include custom fields for property preferences, buyer or seller status, and transaction stage.
- LionDesk: Contacts > Export to CSV. Includes contact info and basic transaction tracking but not detailed showing notes.
- Spreadsheets: Save as CSV. Clean up formatting inconsistencies before import such as consistent date formats, standardized property types, and uniform transaction stages.
Step 2: Build templates in Plutio (2-3 hours)
Use your exported content as reference to create new buyer and seller workflow templates. Focus on forward-looking processes, not historical archives. Build the buyer representation agreement, listing agreement, showing feedback form, and offer tracking workflow you will use with new and continuing clients. Historical showing notes can be attached as reference documents, but active templates should reflect your current transaction coordination approach.
Step 3: Set up integrations (30 mins)
Connect calendar sync (Google Calendar or Outlook) for showing schedules, payment processing if you collect retainer fees, and any transaction management platforms you use alongside Plutio. Test each integration before relying on it. Schedule a test showing, verify calendar sync works bidirectionally, and confirm showing details appear correctly in both systems.
Step 4: Import data (30 mins)
Upload your CSV to Plutio. Map fields appropriately: First Name, Last Name, Email, Phone, Buyer or Seller Status, Property Preferences, Transaction Stage, Custom Fields. Review the import preview before confirming. Fix any mapping errors and re-import if needed. Better to spend 15 minutes getting the import right than cleaning up bad data later that affects client communication or transaction tracking.
Step 5: Run parallel for new work
Use Plutio for all new buyer inquiries and listing agreements while keeping the old system active for transactions already in progress. Running parallel avoids disrupting active deals where contracts reference specific transaction IDs or document links from the old platform. As transactions close in the old system, new relationships start in Plutio. Gradual transition over 30-60 days depending on transaction volume.
Step 6: Phase out the old tool
Once all active transactions are either completed in the old system or migrated to Plutio (typically 30-60 days for most agents), cancel that subscription. Export any remaining historical transaction data for archive purposes and compliance with record retention requirements, but active transaction coordination now runs entirely in Plutio.
Common migration pitfalls to avoid
- Trying to migrate everything: Focus on active client data and forward-looking workflows. You don't need to recreate 3 years of closed transaction notes if those deals are complete and clients have moved on.
- Switching mid-transaction: Finish in-progress deals on the old system. Start fresh buyer relationships and new listings in Plutio. Avoid forcing clients to adapt to new portals or document systems during active escrow.
- Not testing calendar sync: Verify showing schedules sync correctly before relying on the integration for real client appointments. Test bidirectional sync so showings created in Plutio appear in your calendar app and showings created in your calendar app appear in Plutio.
The investment in migration pays back in time saved on every future showing prep, every client call where you need transaction context, and every closing coordination task where milestones tracked automatically prevent last-minute scrambling to meet deadlines.
