Glossary
What Is a Real Estate CRM?
A real estate CRM (Customer Relationship Management) is software that helps agents manage their contacts, leads, and transactions. It's the central system agents use to track relationships and follow up with prospects.
Real estate CRMs are one of the most competitive software categories in the industry. Dozens of products compete for agent adoption, making agent contact data essential for CRM vendors' sales teams.
What a real estate CRM does
- Stores and organizes contact information for leads, clients, and referral partners - Automates follow-up emails, texts, and task reminders - Tracks where each lead is in the buying/selling process - Integrates with MLS/IDX for property matching - Provides reporting on pipeline and conversion rates
Popular real estate CRMs
- Follow Up Boss - kvCORE (Inside Real Estate) - LionDesk - Wise Agent - Chime - Sierra Interactive - HubSpot (general-purpose, adapted for RE)
Why CRM vendors buy agent data
CRM companies need to reach agents to sell their software. The real estate CRM market is crowded, so vendors that can run targeted outbound campaigns to agents have an edge. A database of 553,000+ agent emails and phones lets a CRM sales team reach every potential customer in the US.
How agents typically adopt CRMs
Most agents choose a CRM based on their brokerage's recommendation, peer reviews, or direct outreach from vendors. Cold email introducing a CRM — especially with a free trial offer — is one of the highest-converting approaches for CRM sales teams.
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