Real estate sales CRM

Real estate professionals are 26% (Source: REAL Trends) more productive with a customer relationship management software, or CRM, for real estate. Whether you work with land or residential, commercial or industrial properties, Pipedrive saves you time and increases revenue by keeping track of your deals on the go.

  • Create pipelines for properties, investors and buyers
  • Keep track of conversations with clients digitally
  • Follow up and take notes on your phone between showings

Why Pipedrive is the best CRM for real estate

Discover how a CRM solution can boost your real estate sales—and why Pipedrive is the answer

Property, buyer or investor pipelines

Use one tool to track each of your portfolios in its own visual pipeline.

  • See how close each opportunity is to closing
  • Prioritize which opportunities to work on first
  • Import data fast or see sample properties instantly

Track conversation histories

Review your calls, emails and WhatsApp messages to nail follow-ups later.

  • Remember what conversations were about
  • Organize messages by client and property
  • Check the last time you contacted a client

Work from your phone on-site

Record discussions before you forget and access property details with our mobile app.

  • Take audio notes between showings
  • Get reminders to follow up on time
  • Update property or client information anywhere

What is a CRM in real estate?

Real estate CRM software enables businesses to manage and build stronger relationships with their contacts, such as leads, prospects and existing customers. The best CRM for real estate agents keeps all their contact data in one organized system and automates mundane tasks.

Buyer and seller data input

Manually recording buyer or seller details cuts into time spent closing or nurturing potential buyers. With real estate CRM software, your contacts’ details, communication and activity can all be automatically inputted.

Full funnel visibility

Keeping on top of every activity with potential buyers or sellers is challenging. CRM for realtors makes it easy by showing you where every contact in your pipeline is, what the next step should be and automatically moving them to the next stage of the funnel.

Property details

A real estate CRM can manage more than just your contacts. By collecting and organizing property details in your CRM, you’ll have all the information readily available whenever you (or a potential buyer) might need it.

Customer insights

Have a client meeting scheduled? A real estate CRM can bring up your relevant notes at the tap of a button, so you’re always ready to deliver a truly personalized service.

Follow-ups and reminders

Keep deals moving with automatic messages and reminders. Whether it’s following up with someone who’s interested in a property or checking in with an existing client, a CRM for realtors ensures that no contact goes forgotten.

In-depth analysis

Where is a deal most likely to fall through? How long is your sales cycle? What tasks and activities get the best results? With in-depth insights, the best CRM for real estate will help you see exactly what’s working (and what isn’t) so you make smarter decisions.

Download your free real estate sales ebook (EN)

When it comes to real estate sales, having the right processes is essential. Real estate CRM software allows you to automate those processes and methodically move clients through the sales funnel.

This ebook will teach you how to:

  • Set up your real estate CRM

  • Accurately price a seller’s home and set up your listings

  • Organize and streamline your sales processes

  • Conduct a foolproof comparative market analysis

  • Create and automate high-performing promotional campaigns

  • Improve task management across your team

  • Negotiate like a boss

  • Warm up cold leads and close the sale

Why CRM is important for real estate management

One of the main reasons real estate agencies use a CRM for property management is to organize their sales process, improve efficiency and manage client relationships. Good relationships can give you a head start on a new property before it’s listed, help you work out a fair price, and create word-of-mouth advertising—a powerful lead generator.

To keep those relationships strong, you need to check in with clients frequently. That means having the right information, at the right time, at your fingertips—whether that’s available properties, possible neighborhoods, or client requirements.

An excellent real estate CRM that’s easily customizable for your specific needs helps you stay on top of it all. Once you start using Pipedrive, you’ll soon discover there are many more benefits to your business.

Smarter reporting

Many variables affect a realtor’s sales target, such as commissions and selling fees, so keeping costs in check while trying to meet annual quotas can be a nightmare.

A real estate CRM gives realtors the tools to master key metrics, such as conversion rate, through visually appealing charts and reports. Pipedrive’s smarter reports give your agency a clearer picture of current customers, their financial status and where you need to be to hit your revenue targets.

Easier segmentation of leads

No matter the size of your real estate agency, managing a flood of inquiries and listings can be hard work. A decent CRM property management solution gives you the tools to segment lists in your lead capture forms, saving you valuable time.

With Pipedrive, controlling where a lead lands in your sales funnel and what list they belong to is up to you. You can choose whether to segment a prospect by their budget, timeline, or even their zip code.

Follow-up automatically

To nurture leads and keep them engaged realtors need to consistently follow up with inquisitive buyers or tenants, which takes up a good chunk of the day. A real estate CRM, such as Pipedrive, makes it easy to automate your follow-ups with custom templates and keep your own tone and style. Whether it’s five days after an open house, or six months after a new tenant moved into their home, Pipedrive will remind you to follow up (or send an email for you if you prefer).

How CRM works in real estate

The right CRM for real estate professionals can help with day-to-day task management and lead management enabling them to:

  • Keep client and property details, including photographs, organized and easily accessible

  • Automatically update contact information with the latest details

  • Stay connected with clients throughout the process with email reminders and notifications

  • Support and manage remote agents with cloud software and mobile apps

  • Prioritize leads and establish a lead qualification system

  • Use email tracking to see if a lead is interested based on clicks and opens

  • Onboard new clients and explain their next steps

How Pipedrive helped a real estate company increase its revenue by 20%

Real estate agency software is essential to succeed in today’s challenging, exciting marketplace. Those who master CRM software can handle higher demand, far surpassing competitors who “stay organized” with paper notes and Excel spreadsheets alone.

By making use of Pipedrive’s integrations and customizable CRM features, Spain-based real estate agency J’achète en Espagne has been able to follow up with buyers and sellers much quicker. In addition, automated emails have enabled them to add additional value to their clients and improve their reputation.

As a result, they were able to increase their revenue by 20% in the second half of 2019.

Read the case study

We manage to follow up on more leads and customers than before, but without having had to raise the number of employees.

Thomas RouerFounder, J’achète en Espagne

Choosing the right CRM for your real estate business

Just like finding the perfect house for your client, it’s important to choose a CRM platform that will work for your unique situation. Unfortunately, not every CRM is suitable for real estate agencies. When researching what is a CRM in real estate, the answer is that many are too complicated (and take months to master), have useless functions that slow things down and make collaboration difficult.

With a CRM that’s built with the real estate industry in mind, you won’t run into those problems. In designing Pipedrive, we set out to create the best possible tool to organize all aspects of real estate sales, including contact management and lead tracking.

Here’s what to look for when you’re evaluating a potential residential or commercial real estate CRM solution.

Simple to use

In real estate, every minute matters. The last thing you need is to spend time learning how to use yet another piece of software.

Instead, look for a CRM system that is straightforward to use, without requiring weeks of training or a team of developers to get started. With Pipedrive, you can be up and running in under three minutes.

Built-in marketing tools

With the right CRM for real estate, you can set up user-triggered emails and text messages, as well as drip email campaigns and autoresponders.

Pipedrive’s workflow automation lets you send automated follow-ups and emails that allow buyers to schedule their own meetings, freeing you up to focus on closing more sales.

Native mobile apps

Working in real estate means spending a lot of time on the go and away from the office.

Pipedrive is a CRM designed for mobile use and is available on both iOS and Android. Simply pick up your smartphone, open an app, and in a couple of taps you’ll have everything you need.

Easy integrations

Many professionals rely on different real estate software to manage their work.

When choosing a CRM for realtors, look for one that integrates with your existing technology stack, so that all of your sales, marketing and other essential tools work in harmony. Pipedrive comes with a marketplace of over 300 apps and integrations, allowing you to link your favorite tools and expand your capabilities.

Pipedrive named best real estate CRM software of 2021

Pipedrive is recognized as one of the most effective real estate software solutions for managing clients and tracking sales activities in the real estate market.

Pipedrive has been designed with the features to make real estate agents’ jobs easier, including an intuitive user interface, marketing automation, a marketplace with hundreds of integrations and a native mobile app accessible on any mobile device.

Setting up your real estate CRM

Once you’ve chosen a property management CRM that meets your needs, it’s time to set it up so that it works exactly as intended. Here are some examples of how you can set up a CRM for your real estate agency.

  • 1. Customize your CRM for when a lead first hits your funnel

    When you are collecting a potential client’s details, custom fields can be set to ensure you have all the information you need to provide the best service possible. For example, you could segment leads by the number of bedrooms they’re looking for in a property, their budget, or even if there is a school or hospital nearby.

    Not only will you have their details on file, it will be easier to follow up when a suitable property comes onto the market because you know exactly what they’re looking for. It will also help you keep on top of your real estate prospecting activities, ensuring you don’t let any opportunities fall through the gaps.

  • 2. Follow up with a call

    Let’s say a new lead has just filled in a web form and entered your funnel. Now it’s time for you to follow up with a warm call to welcome them and let them know that you’re already hunting for their dream property.

    Once you make contact with them, all you need to do is click a button, and your CRM will advance the prospect to the next stage of your pipeline. You’ll also get a reminder of when it’s time to take the next step with the prospect: when a suitable property pops up.

  • 3. Keep an eye on potential properties

    As a real estate agent, you’ve always got your ear to the ground when it comes to the property market. If you’re expecting a listing to hit the market soon, enter this information into your CRM.

    From there, sit back and let your CRM remind you when it’s time to take action. It will also pull in all related information you’ve collected about the property and any potential buyers who might take an interest. When you find a property that matches a buyer’s needs, your real estate software will automatically alert you.

  • 4. Make contact with potential buyers at the right time

    You’ve got a killer property that’s fresh on the market and you’ve got a lead in your pipeline that would be the perfect fit. The next step is to make contact.

    Every point of contact you’ve had with the lead so far will be archived in your CRM, so when you make contact, the software will pull up your notes on the client. Once they’ve booked in to view the property or attend the open house, you can move them into the next stage of your CRM’s sales pipeline.

  • 5. Seal the deal in the negotiation phase

    You’ve kept the buyer interested and the seller is happy with how the deal is progressing. Now the time has come to close the deal. This can be a stressful time for any real estate agent, but your CRM has your back.

    The best CRM for real estate gives you the ability to quickly respond to inquiries, arrange meetings with the buyer and seller and track your results. You can also store contracts and email templates to make following up with potential buyers more efficient.

    This will ensure you’re on track to conduct a final walkthrough with the potential buyer before you hand over the keys and sign the contract. Once it’s clear they’re happy with the property, you can move them to the final stage of the deal on your CRM: signing the after-sale paperwork.

  • 6. Add a personal touch once the paperwork is signed

    Getting the paperwork signed is the most crucial phase of the deal. Although you understand the jargon within those contracts, it’s unlikely the buyer or seller will. So make sure you take the time to explain any terms or portions of the deal they’re unsure about.

    With Pipedrive’s Smart Docs Pro feature, you can create and manage documents and templates from inside the real estate CRM, which can be shared with colleagues and contacts in real time. It even has eSignature functionality.

    Once all of the papers are signed, it’s time to hand over the keys. You can set up your CRM to then automatically move the deal to the end of your sales funnel.

    But it’s at the end of a real estate deal that Pipedrive’s CRM really shines. You can set up custom fields in your pipeline to alert you when it’s move-in day for the new buyer. That way, no deal is ever forgotten, and you can send the new homeowners a move-in gift (along with a gift for the seller).

    It’s small touches like this that set real estate agencies apart, so let your real estate software help you to stand out from the crowd.

Upgrading your real estate CRM with features and integrations

Integrations are your property management CRM’s secret weapon. Not only can the right integrations supercharge your real estate sales activities, but they also add extra functionality that helps your team in every aspect of their job.

Here are some of the best integrations a real estate CRM should never be without.


Caller is an incoming call tracking software that automatically logs call information, call source, and call recording under your contacts and deals as an activity.

It’s a great way to keep on top of your phone calls (including your real estate cold calling activity), alongside any CRM email integration you’re using.

Chatbot and Live Chat

With Pipedrive’s LeadBooster add-on, you gain access to several lead generation tools. Chatbot and Live Chat allow you to integrate a chat widget into your website.

Your team can add any interested website visitors straight into your sales pipeline and make a note in your CRM to contact them later.

Check out the full marketplace of Pipedrive integrations for more ways to enhance your CRM software for real estate.

Spend less time on admin and more time closing deals!