Follow Up Boss probably comes the closest to a "real estate team OS," which is not a simple contact manager. You can import a CSV of old contacts or add a new lead by hand, then tag the source as a referral. If you work with a team, you can invite agents and lenders and assign roles, so everyone knows what they are responsible for. 

From there, the Lead Flow area lets you plug in your lead sources. Follow Up Boss connects with over 250 tools from major portals to your own website, so new leads land in one real estate CRM instead of five different inboxes.

I chose this as my number one pick for its follow-up tools. You can instantly create automations that react to what a lead does, say a new inquiry, a stage change, or even a saved property that can trigger a text, email, or task. In addition, if you don't want to build from scratch, you can use their prebuilt action plans for hot leads, lender hand-offs, and long-term nurturing. 

Also: Can AI serve as a 'great equalizer' in the real estate industry?

For teams, the advanced reporting feature shows which lead sources are paying off, how many calls or texts agents send, and how quickly new leads get a response. Leaderboards and activity reports show who is following up and where deals are getting stuck. The integrated dialer, AI-powered assistance, and 7-day-a-week support round this out into a real estate agent CRM that can grow from solo agent to top-producing team in no time. 

Paid plans start at $69 per user per month, with team plans at $499 per month for 10 users and $1,000 per month for 30 users, all with a free trial included.

Follow Up Boss features: Real estate team OS design | Open CRM system with 250+ integrations | Lead flow from portals, websites, and ads | Email, text, and call automation | Integrated dialer | AI that learns your business | Advanced reporting and dashboards | 7-day-a-week support | 14-day free trial with no contracts or hidden fees

It feels like a crime to talk about CRMs and not mention HubSpot. The brand has a huge reputation when it comes to automation and online management. For real estate, it comes with a dedicated template, so a lot of work is already done here. You get listings, deals, tickets, and contact fields that match how agents, teams, and property managers actually work. 

Deals are set up for real estate right from the beginning. You get buyer, seller, and renter pipelines with stages including new lead, viewing, under contract, offer made, offer accepted, closing scheduled, and more. You create a deal, add the close date and amount, link the right contact, and attach the listing. Now, you see the property, the client, and the agent who owns the deal on one screen.

Also: Salesforce vs. HubSpot

Association labels are a small detail that makes a huge difference. You can mark one contact as the listing agent on a property and another as a potential buyer for that same listing. Later, you can pull a list of all potential buyers for a certain property and send them a targeted email or set a follow-up sequence. 

Plus, you can build email campaigns for open homes, price drops, and new projects, all based on listing, buyer type, or stage. The Sales Hub gives you clear pipelines and tasks. The Service Hub lets you treat maintenance and owner requests like support tickets. 

The reports are pretty neat, too. The dashboard shows the number of listings in each stage, which agents move deals to close, and how your campaigns feed your pipelines. Because everything is in one system, you can track a lead from the first visit on your site all the way to the final sale or lease. 

Not to mention, HubSpot is cloud-based with a mobile app, so teams in the office and in the field see the same live data. As you grow, you can add more Hubs for content, data, and payments without changing systems.

HubSpot's CMS feature has a free plan for up to two users, and paid plans start at $10 per seat per month. Larger teams can upgrade to the Professional tier at $1,450 per month for six seats, with extra licenses available as you scale.

HubSpot Features: Real estate CRM template with listings | Role and buyer category fields for contacts | Buyer, seller, and renter deal pipelines | Listing to contact and deal associations with labels | Maintenance and service ticket pipeline | Email campaigns and automated follow-ups

Salesforce posted $37.9 billion in revenue for the fiscal year 2025, and there's no doubt that they tap into a lot of use cases. For real estate CRM, it brings your contacts, leads, listings, and deals into one system. 

The workflow might seem like a task in the beginning, but soon you'll get the hang of it. Add a new client, fill in the details, and assign it to a team member. The activity panel keeps a record of all calls, emails, and tasks, and the files tab lets you upload documents, photos, or contract details. 

You can schedule meetings inside Salesforce, send invites, and sync everything with your email and calendar. Even when a meeting is done, you can log notes, set next steps, and update the stage of the deal.

Also: Salesforce research lays the foundations for more reliable enterprise AI agents

Salesforce can manage opportunities from the first inquiry to the close. Eac...