Our picks · 2027
Best CRM for Real Estate Agents (General-Purpose Picks)
These are general CRMs that work for a solo agent or small brokerage. We haven't yet reviewed CRMs built only for real estate, and this page says where those may fit better.
AWBy Austin Witherow · Updated Nov 12, 2026 · 6 min read · How we review
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Quick answer
- Best overall: Pipedrive, small sales teams that want a simple pipeline (from $14/seat/mo)
- #2: HubSpot, starting free, then growing into paid tools (from $0)
- #3: Zoho CRM, the most features for the money (from $0)
Compared
CRMs compared (USD, checked Nov 12, 2026)| CRM | Best for | Starts at | Our score | Link |
|---|
| Pipedrive | Small sales teams that want a simple pipeline | $14/seat/mo | 9.1 | Visit |
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| HubSpot | Starting free, then growing into paid tools | $0 | 8.9 | Visit |
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| Zoho CRM | The most features for the money | $0 | 8.8 | Visit |
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| Keap | Service businesses that want marketing automation built in | $320/mo | 6.7 | Visit |
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Pipedrive
Small sales teams that want a simple pipeline9.1/10ExcellentPipedrive is a sales pipeline you can set up in an afternoon. Plans run $14 to $79 per seat billed annually, with no setup fee and month-to-month billing on every plan. Most teams will want Growth ($39 annually) for email sync and automations.
$14/seat/mo billed annually ($24 monthly)
Pros
- Every plan can be billed monthly; no annual contract required
- No setup or onboarding fee
- Growth ($39/seat/mo annually, $49 monthly) adds full email sync, tracking and automations
- 14-day free trial with no credit card
- 4.3/5 on G2 from 5,122 reviews
Cons
- No free plan
- Lite ($14/$24) has no email sync or automations, so most teams pay for Growth
- Fees are non-refundable, including when you cancel an annual plan early
- Lead capture tools (LeadBooster) cost extra, from $32.50/month per company
HubSpot
Starting free, then growing into paid tools8.9/10Very goodHubSpot has the most useful free CRM here (2 users, 1,000 contacts) and a cheap Starter plan. The catch is the jump to Professional: $90 to $100 per seat, an annual commitment and a required $1,500 onboarding fee.
$0 free for 2 users; Starter $20/seat/mo list price
Pros
- Free plan with no time limit: 2 users and 1,000 contacts
- Starter is $20/seat/month at list price, with new-customer discounts to $7 (annual) or $10 (monthly)
- Starter already includes up to 15 pipelines and 50 workflows
- Sales, marketing and service tools on one contact record
- 4.4/5 on G2 from 14,393 reviews
Cons
- Professional costs $90/seat/month billed annually, or $100 paid monthly, and both require an annual commitment
- Professional adds a required one-time onboarding fee of $1,500 (Enterprise: $3,500)
- Sequences and lead scoring are only on Professional and Enterprise
- The $7 and $10 Starter prices are new-customer discounts; list price is $20
Zoho CRM
The most features for the money8.8/10Very goodZoho CRM gives you the most features per dollar: a free plan for 3 users, then $14 per user billed annually for Standard with multiple pipelines, workflows and mass email. There's no contract. It takes more setup than Pipedrive or HubSpot.
$0 free for 3 users; Standard $14/user/mo annually
Pros
- Free plan for 3 users with workflow automation and 5,000 records
- Standard is $14/user/mo billed annually ($20 monthly) with 5 pipelines and workflow rules
- No contracts: pay monthly or yearly
- Free onboarding listed on the pricing page
Cons
- 4.1/5 on G2, the lowest rating among the big names here
- Standard caps mass email at 250 a day per organization
- Faster support (Premium, 24x5) costs 20% of your subscription
- More settings to learn than simpler tools such as Capsule or Pipedrive
Keap
Service businesses that want marketing automation built in6.7/10FairKeap is a CRM with heavy marketing automation, payments and texting, sold as one plan from $320 a month for 2 users and 1,500 contacts. Extra users are $39 each. An implementation package is required, and annual contracts carry a $299 early termination fee.
$320/mo 2 users and 1,500 contacts, billed monthly
Pros
- One plan with every feature: automation, payments, texting
- US-based phone support on business days plus 24/7 chat
- A dedicated Customer Success Manager
- Free trial with no credit card
Cons
- Starts at $320/month for 2 users and 1,500 contacts
- Extra users cost $39/month each
- Required implementation package ($500 on the services page, shown against $1,500)
- $299 early termination fee on annual contracts
- 3.9/5 on G2, from only 33 reviews on the current Thryv listing
Read this first
The four picks on this page are general-purpose CRMs. They track contacts, deals and follow-ups for any business, including a solo agent or a small brokerage.
We have not reviewed CRMs built only for real estate. Agents who need real-estate-specific features may be better served by one of those, and this page doesn't rank them.
What an agent needs from a general CRM
An agent's work is a pipeline: leads become showings, offers and closings. So the basics are a visual deal pipeline, a contact record for each buyer and seller, and automated follow-ups.
A solo agent also needs pricing for one or two users and no long contract. A brokerage needs per-user pricing that stays reasonable as agents join.
Why the picks are in this order
Why Pipedrive is first
Pipedrive is a visual pipeline you can set up in an afternoon, which maps well to moving clients from lead to closing. Every plan can be billed monthly, with no setup fee and a 14-day trial with no credit card.
Growth adds email sync and automations for $39 per seat a month billed annually, or $49 monthly. That's $2,340 a year for 5 agents on annual billing.
Why HubSpot is second
HubSpot's free plan covers 2 users and 1,000 contacts with no time limit, so a solo agent or a pair can start at $0. Starter is $20 per seat a month at list price, with up to 15 pipelines and 50 workflows.
It's second because the step past Starter is costly. Professional is $90 per seat a month billed annually, with an annual commitment and a required $1,500 onboarding fee, per HubSpot's sales pricing.
Why Zoho CRM is third
Zoho CRM has the cheapest plan with workflows here. Its free plan covers 3 users and 5,000 records, and Standard is $14 per user a month billed annually, which is $840 a year for 5 agents.
It ranks third because it has more settings to learn than Pipedrive or HubSpot. Zoho has no contracts.
Why Keap is fourth
Keap bundles marketing automation, payments and texting in one plan, which can suit an agent who markets heavily to a contact list. It includes US-based phone support on business days, 24/7 chat and a dedicated Customer Success Manager, per Keap's pricing.
It's last because it costs the most. The plan starts at $320 a month for 2 users and 1,500 contacts, extra users are $39 a month each, and a required implementation package costs $500. That's $5,744 in year one for 5 users.
What to watch out for
Keap's annual contracts carry a $299 early termination fee, and you cancel by phone at least 10 days before the next invoice. Its base plan covers 1,500 contacts only.
Pipedrive's terms say fees are non-refundable, including on early cancellation of an annual plan. HubSpot's $7 and $10 Starter prices are new-customer discounts; list price is $20.
How we chose
We compared vendor pricing and terms pages and G2 reviews, checked on Nov 12, 2026. This is research-based: we did not run these CRMs ourselves. We ranked general-purpose CRMs by pipeline focus, cost for 1 to 5 users and contract terms.