5 best estate agent CRM software

We zoom in on the pros and cons of the top real estate CRM systems that help streamline the long process of selling or buying a house.

Our Research

Our team of writers and researchers review CRM software by rating each product against the key features businesses care about: ease of use; value for money; the ability to scale, plus the depth of functionality and advanced options.
Written and reviewed by:
Helena Young

Startups.co.uk is reader supported – we may earn a commission from our recommendations, at no extra cost to you and without impacting our editorial impartiality.

Few transactions take longer than buying a house. Lengthy processes often lead to miscommunication, delays, and customer dissatisfaction, which makes CRM software immensely valuable for streamlining the process. For estate agents, there are numerous low cost or even no-cost CRM systems they can choose between.

Estate agents know all too well the risk of lost leads and lost sales. The right CRM tool can help you track and manage every stage of your leads, and focus on closing sales.

But when you’re running a busy real estate agency, how do you find the time to research an overpopulated market like CRM? After thorough analysis and years of experience publishing on CRM software, Startups’ team can unveil our top CRM systems for real estate agents:

Best CRM Tools for Estate Agents

  1. Zendesk Sell – best for estate agents in rural areas needing information on-the-go
  2. Jupix – best for lettings agencies, thanks to its unique landlord portal
  3. monday.com –  best for managing the entire property sale lifecycle
  4. HubSpot – best for marketing ads to outmanoeuvre rivals in sought-after regions
  5. Pipedrive – best for larger agencies with multiple service departments

Read on to find out what our top real estate CRM recommendations are based on precise pain points for the property market.

Or, to save time, use our specially-designed online quote-matching tool. It’s 100% free and will find you the best provider to suit your agency’s unique needs in just one minute.

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Best for:

Agencies with 3+ departments

Best for:

Letting agencies

Best for:

End-to-end property management

Best for:

Agencies based in sought-after locations

Best for:

Firms based in remote locations

Price per month (billed annually):
Price per month (billed annually):

Contact sales

Price per month (billed annually):
Price per month (billed annually):

Free Plan, or from £18 (flat rate)

Price per month (billed annually):
  • Communication integration for team working
  • Fast-loading dashboard for large datasets
  • 2 million contact limit
  • SMS text messaging
  • Brouchure creation
  • Website uploads
  • Email editor


  • Huge range of CRM board templates
  • Message board for dashboard collaboration
  • Widgets available for bespoke metrics
  • Unlimited contacts and dashboards
  • Send 2,000 emails per month
  • 5 active contact lists for outreach
  • Thorough 12-step onboarding process
  • Chatbots, campaigns, and webforms
  • Unlimited contacts permitted
  • Communication, ecommerce, and accounting integrations
  • Allows unlimited custom fields
crm pricing
Read More About CRM

This page is part of a larger series on CRM. Read more about the top CRM systems in our full guide:

Best CRM Software for Small Businesses

Zendesk Sell for remote working

Best for: firms based in remote locations

Strong business support tools and high-performing features make Zendesk a good option for SMEs providing specialist services
  • Free trial 30-day
  • Price from £15 per month
  • Long list of integrations
  • Excellent analytics tools
  • Unparalleled support services
Summary Zendesk is a powerful name in the business software market and it has a fantastic array of integrations, spanning across a huge range of categories including analytics and reporting, e-commerce, email and social Media, IT and project management, and tons more. Perhaps Zendesk’s best known feature however, is its excellent support tools. New users at any payment tier can utilise a vast library of handy materials including onboarding and adoption resources, guided learning paths, and on-demand training courses.
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It’s rare for an estate agent to spend a lot of time at the desk. More often than not, you’ll be on the road conducting property visits or showings. Agents therefore need a CRM that supports remote work.

Zendesk Sell is the unbeaten software champion for this purpose. As an intuitive and easy-to-use tool, it’s a great solution for tracking and facilitating client meetings, house viewings, and valuations.

The app boasts an internal text messaging (SMS) function to help you quickly touch base with prospects and customers for appointments. Handily, you can also make and receive calls inside the app plus easily schedule visits with Zendesk’s calendar and reminder functions.

Zendesk screenshot

It doesn’t end there. The smart ‘geolocation’ feature allows agents to search for nearby prospects or customers and get directions. That’s why we recommend Zendesk as the number one choice for agencies based in remote locations, as a CRM that supports working from anywhere.

Zendesk Sell is also perfect for sales monitoring and lead generation. Our research team is a big fan of the system as a strategy for boosting agent efficiency, thanks to its ‘Smart Lists’ feature. It took our testers just one minute to build an entire email list of contacts.

Zendesk Sell pricing

At £15 per user, per month, Zendesk Sell is slightly higher on the cost spectrum for CRM than brands like monday.com. This price tag might invite scepticism, but it’s actually excellent value for money.

  • Zendesk Sell Team – £15 per user, per month (billed annually)
  • Zendesk Sell Growth – £45 per user, per month (billed annually)
  • Zendesk Sell Professional – £89 per user, per month (billed annually)

Jupix for landlord management

Best for: lettings agencies

Jupix is a cloud-based property software that condenses all of your sales, lettings, property management, website and client accounts into one, easily-accessible location.
  • Free trial? 14 days
  • Superb customer service tools makes set up simple
  • Property-focussed CRM
Summary Jupix is a specialist-property managment software that is perfect for letting agents with up to 5,000 properties. Marketing itself as the 'complete' property CRM platform, there's very little Jupix can't do. Another pull factor for new users is its fantastic customer service, which makes set up simple - handy, as Jupix is not the easiest platform to navigate.
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Jupix’s modern file management system keeps multiple properties spinning at the same time. We recommend it to letting agencies needing to deal with lots of renters, as it can help with tasks like monitoring safety certificates or overseeing maintenance issues.

Olly Lawson is operations director of North East lettings agent My Property Box.

Lawson says: “One of the most important [Jupix] features we find is our landlord portal. It allows our landlords to check their finances and when the rent has been paid or whether there are any repairs outstanding.”

Jupix real estate

Lettings agents are also legally required to store hundreds of legislative documents concerning letting and managing a property. Jupix’s Document Editor module allows a user to create, edit and delete documents from inside the software.

Whether it’s a contract, tenant financial statement, or record of viewings, employees will be able to easily access and manage the entire file system at the click of a button.

Jupix pricing

Easily Jupix’s worst trait is its impossible-to-find pricing information. For a full cost breakdown, users need to speak to the sales team via an ‘I’m interested’ button on Jupix’s website.

From user reviews, we estimate Jupix starts at around £75 per month. This makes it a premium product compared to Pipedrive.

monday.com for customisation

Best for: end-to-end property management

monday sales CRM is an all-in-one platform that enables business owners and sales teams to manage all their CRM functions in one central location.
  • Free trial? Yes
  • Ecommerce integrations offered - rare for a CRM tool
  • Excellent customisation means you won't have to redesign your existing CRM process
Summary Monday.com offers well-designed creative tools that make it an endlessly customisable CRM system, perfect for tailoring to clients’ needs. The app also uses a visually appealing traffic light system to help you track customers throughout the pipeline, and has over 200 dashboard templates, making it a particularly stylish tool to use.
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If there’s one area where monday.com really excels, it’s managing workflow. The app’s feature-set is geared towards customisation and design, perfect for creating a centralised, visual sales pipeline.

Using monday’s vast library of preset templates, create a dashboard to manage all of your properties at every stage of the purchase cycle. These are tailorable with:

  • Custom fields
  • Custom forms
  • Custom task types

If you have a separate board cataloguing your buyers, you can then ‘link’ the two together to illustrate how many interested parties a property has at any given time.

Thanks to monday’s collaboration tools which permit you to delegate work to other users, you can also assign properties to different agents in your firm. You can also store contracts and images in shared folders, and keep track of all the closed deals.

Plus, a big appeal of the platform is its colour-coded formatting. Identify problem areas at a glance with its simple ‘traffic-light’ task ranking system (pictured below).

Monday.com screenshot

monday.com pricing

monday.com has a slightly confusing cost structure. Our full pricing review has more information, but essentially you’ll pay for users in the below increments:

  • 3, 5, 10, 15, 20, 25, 30, 40, 50, 100, 200+

Users pay for the upper limit that accommodates the size of your team. So, if you have 13 people on your team, you’d have to select 15 seats. The closer you are to the upper limit, the better value your plan will be.

monday.com Basic is the app’s lowest-priced tier. It permits unlimited users for just £7 per seat.

HubSpot for social media

Best for: agencies based in sought-after regions

An innovative marketing solution that's completely free.
  • Free trial? Yes
  • Intuitive user interface
  • Brilliant email marketing features that make it easy to attract new business
Summary Aimed at SMEs, HubSpot Free is an innovative CRM solution that offers lots of add-ons to supplement its core focus on email and marketing outreach. Because of this, it doesn't have as much feature depth as other products. However, advanced UX-focused tools like its live and historical data sync mean it's an intuitive and affordable CRM choice.
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Given the huge competition in the UK property market at the moment, agencies need to find clever ways to stand out.

Particularly in sought-after areas – like holiday favourites Cornwall or Richmond – HubSpot is the ideal way to engage in low-cost guerilla marketing and differentiate your agency’s offering from the market.

On just its free plan, you’ll get more social media integrations than any other platform we looked at. There’s also

  • Webforms
  • Chatbots
  • Email editor
  • Website visitor tracking

HubSpot contact list

All of the above create a unique arsenal with which to publicise your agency and stand out from the competition.

Combined with HubSpot’s list segmentation tools, you’ll be able to organise your contacts and properties by age, location, budget, or any other detail. Savvy agents can then use this information to curate personalised campaigns with HubSpot’s specialist email editor.

HubSpot pricing

We allocated full marks to HubSpot for pricing, largely due to its generous free plan. However, you’ll have to put up with HubSpot branding on all marketing materials.

For a more professional finish, we recommend HubSpot Marketing Hub. It costs £17 per month (billed annually) for the Starter plan.

  • HubSpot Free – £0 per month
  • HubSpot Marketing Hub Starter Plan – £18 per user, per month
  • HubSpot Sales Hub Starter Plan – £18 per user, per month
  • HubSpot Service Hub Starter Plan – £18 per user, per month

Pipedrive for collaboration

Best for: large agencies with 3+ service departments

Functional CRM platform that's competitively priced.
  • Free trial 14-day
  • Price from £14 per user
  • Integrates with tons of third-party apps
  • Intuitive interface focuses on user experience
Summary We think Pipedrive stands out for its huge list of third-party add-ons and integrations – which makes this software a smart choice for small firms with lots of existing resources. The platform’s lowest-tiered plan costs £12.50 per user, per month, and gives you powerful features such as email integration, goal tracking, reporting, and forecasting.
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More established estate agencies have lots of agents and service departments. Without the right team-oriented tools, this can lead to miscommunication or delays.

If your agency fits this description – or is aiming to grow its service offering in the future – Pipedrive is an outstanding option. In fact, because Pipedrive houses an unparalleled list of communication integrations, siloing is barely an obstacle to consider.

Use the app’s WhatsApp integration to review your calls and messages and organise them by client and property. Download email integrations like Gmail or Outlook integrations to examine email chains and issue follow-ups after a client appointment.

Pipedrive dashboard

Users can also record discussions before you forget and access property details, as well as getting automated reminders so you never miss a client meeting.

Because they deal with personal information like addresses and bank details, real estate agencies have to remember that cyberattacks are a big concern.

Thankfully, Pipedrive is our highest-scoring CRM for security tools.The app offers security emails in case of suspicious customer activity, along with multi-factor authentication. There’s even user hierarchies, so you can limit which agents can view or access personal information.

Pipedrive pricing

The platform’s lowest-tiered plan, Pipedrive Essential, costs £14 per user, per month (billed annually).

  • Pipedrive Essential – £14 per user, per month (billed annually)
  • Pipedrive Advanced – £29 per user, per month (billed annually)
  • Pipedrive Professional – £49 per user, per month (billed annually)

Read our full Pipedrive pricing review to get a full breakdown of the app’s pricing, plans, hidden fees and best alternatives.

What is the best free real estate CRM?

Property is not an industry that free software is well suited for. Selling a house is a convoluted process that can take years. Real estate CRMs need to be powerful enough to carry out multiple sophisticated tasks at once. Most free plans will not provide enough value.

We’d only recommend a free real estate CRM to startups or very small agencies.

How do I choose the right CRM for my real estate business?

To reach these results, we first identified four of the biggest real estate CRM pain points, and considered how well each of our top CRM platforms for small businesses could alleviate them.

They are:

Brand recognition

The country is currently experiencing a property boom that shows no signs of slowing down. In fact, according to Halifax, the price of the average UK home rose by just over £28,000 in the past year alone.

Being able to successfully market your properties and business is hugely important in such a competitive market.

Remote working

Estate agents spend a lot of their time away from the desk, travelling back and forth from house viewings and valuations.

CRMs like Zendesk Sell, which has a mobile app, are a good way to input and view customer data without having to take a full-size office with you everywhere you go.


As the market develops, so too will your business. You want a software brand that adapts to new hires and manages more sales so you’re not missing out on growth opportunities.

Look for a scalable solution, like monday.com. Its pricing plans are calculated by the number of seats, rather than users. Move to the next tier without risking a huge amount of capital.

Database management

Real estate professionals are 26% more productive with a CRM for real estate. Largely, this is due to data management tools.

Property inquiries and valuations, buyer info, and maintenance records are just some of the many details estate agent CRMs help to keep updated in your database. Advanced filtering tools, automated dashboards and charts, and custom fields will also save time.

How we test CRM systems for UK small businesses

At Startups, it's important to us that the product recommendations we make to small UK businesses are useful, accurate, and based on thorough product testing.

We tested 13 CRM systems across seven main categories of investigation and 13 subcategories – all in all, we covered 84 areas of investigation. Next, we gave a ‘relevance weighting' to the final product category scores - this ensures the products' final ratings perfectly reflect the specific needs and requirements of Startups readers.

Our main testing categories for CRM systems are:

Features: the functionalities and capabilities provided by the CRM software, including contact management, lead and opportunity tracking, and task and activity management.

Help and Support: the assistance and resources available to users when they encounter issues or need guidance while using the CRM software.

Customisation: the ability to tailor the CRM software to suit the specific needs and processes of the organization, including customising fields, layouts, and workflows.

Scalability: the ability of the CRM software to accommodate the growth and changing needs of the organization, such as the capacity to handle a growing customer database.

Price: the cost associated with using the CRM software. It includes factors such as licensing fees and subscription plans.

Team Structure – Sales CRM: determining if a platform makes it easier to manage large sales teams, including team dashboards and team hierarchies.

Usability – Small Business CRM: assessing the simplicity of the interface, the ease of navigating through menus and options, and the overall user experience.

The Startups product testing process

The Startups product testing process diagram


Zendesk Sell is our ultimate recommendation for real estate agencies as a system. Its popular mobile app and tracking tools make site visits effortless for agents.

Our runner-up is Jupix. It’s jam-packed full of expert real estate features, and its landlord portal makes it particularly hard to beat for letting agents.

Given the huge number of CRM platforms available on the market, we’re loath to say that our recommendations will be right for everyone. To minimise the chance of a bad investment, make sure you compare quotes from any CRM platform before purchasing.

It doesn’t have to be an in-depth research project that takes half a decade – we’ve already done that for you.

Instead, use the Startups exclusive online CRM comparison tool. Based on our results, we’ll help you quickly find the provider and pricing that best fits your unique business strategy.

Real Estate CRM FAQs
  • What is the best real estate marketing tool?
    HubSpot is our top-rated marketing CRM for real estate professionals. Its focus is on marketing features – important for building brand awareness in a hugely competitive industry.
  • How do I choose a real estate CRM?
    Estate agencies should look for a CRM that works remotely. They also need generous user limits for team working, and list segmentation to organise property and buyer details.
  • Is Jupix good?
    According to Jupix customer reviews, the platform is an exceptional choice for real estate agents. It delivers high-quality, industry-specialist service at an affordable price.

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Written by:
Helena Young
Helena is Lead Writer at Startups. As resident people and premises expert, she's an authority on topics such as business energy, office and coworking spaces, and project management software. With a background in PR and marketing, Helena also manages the Startups 100 Index and is passionate about giving early-stage startups a platform to boost their brands. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK.

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