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It’s hard to overstate how dramatically real estate software has changed over the last few years. We went from clunky, slow, and expensive CRMs to AI-powered video apps — seemingly overnight. While we focused on building our brands and trying to make sense of social media trends, the companies that make the software we use ballooned into a $10 billion+ industry.
With that much cold, hard cash being thrown at making your job easier, the cost-benefit ratio of real estate software has never been better. Today’s software can (almost) automate your entire business — from first click to closing.
To help you build the tech stack of your dreams, we reviewed dozens of tools that help you capture leads, market your business and build better client relationships. Here are our 17 favorites for 2024, including three new groundbreaking AI tools:
Best lead generation & nurturing real estate software
As the name suggests, lead generation and nurturing software helps agents and brokers generate and nurture leads. The best ones provide relatively simple IDX lead capture websites and automated tools to nurture those leads via email and text messages. If you already have a CRM and website you love and only want leads you can nurture on autopilot, they can be hugely helpful for your business.
Zurple: Best overall for lead generation & nurturing
Zurple focuses on IDX lead generation websites and automated lead nurturing that changes based on a lead’s behavior on your website. While the initial investment might be higher than for other platforms, Zurple is a purpose-built tool that lets agents and teams generate, nurture and convert leads on autopilot.
When a lead starts to behave in ways that might signal they are closer to a transaction, Zurple sends them to a daily hot sheet, and this point, the agent can take over.
It’s important to note that Zurple is not designed to replace your CRM. Think of it as a way to ensure that every lead you actually pick up the phone to talk to is close to buying or selling a home.
Features
- Exclusive leads
- Automated pipeline management
- Automated lead nurturing
- Can nurture leads from other sources
- Hot sheet based on lead behavior
Pros & Cons
- Provides immediate replies to inquiries, emails & texts
- Takes the pressure off of agents to be available 24/7
- Automated lead nurturing and pipeline management
- Lead generation websites won’t work for branding
- CRM is basic compared to other platforms
Pricing
Starting at $149 per month, Zurple’s pricing is in line with other IDX lead generation websites like CINC and Real Geeks. If you’re just looking for a lead generation website to augment your personal site, we think Zurple offers good value for money
Here’s a quick breakdown of Zurple’s monthly pricing and setup fees:
- Setup fee: $799
- Basic Plan: $149 per month
- Auto Leads: +$139 + cost of leads per month
- Additional sites: +$100 per month, per site
- Pipeline Boost: +$300 per month
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Market Leader: Best for social media leads
Market Leader offers agents an affordable way to generate and nurture leads that they can upgrade as their business grows. Their entry-level Pro package starts at around $139 per month and includes a CRM, IDX website, and marketing center that includes direct mail marketing.
Lead add-ons include very affordable top-of-funnel social media leads through their Network Boost program — to highly qualified (and much pricier) buyer and seller leads.
We think Market Leader is a fantastic option for newer agents who don’t have the budget for more advanced lead generation and nurturing tools like Zurple, Ylopo or CINC.
Features
- Listing marketing automation includes single-property websites
- Print marketing includes bulk mail flyers, postcards, and scheduled birthday and anniversary cards for past clients
- Custom-branded content library
- Automated email and text drip campaigns
Pros & Cons
- Affordable all-in-one lead generation and nurturing system
- Top-of-funnel Network Boost leads
- Direct mail tools
- Easily upgradeable to add more features
- CRM is easy to use and has a large user base for troubleshooting and advice
- IDX websites are very basic and have limited customization options
- CRM lacks advanced nurturing features
- No AI features available in any plan
- No automated text messaging or auto dialer
- Price-per-lead can be higher than other providers that charge more for software
- Some agents complain about lead quality
Pricing
- Professional for Agents: $139 per month + $9-$30 per lead (one user)
- Teams: $329 + $9 to $30 per lead (up to ten users)
- Broker Suite: Call for pricing
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Offrs: Best for predictive analytics
Offrs uses predictive analytics and AI to sift through reams of data to identify likely sellers before they hit other lead providers. Using their platform, you can easily target a zip code, neighborhood, or custom farm area. Once the leads are captured, Offrs uses RAIA, their AI-powered agent, to qualify and nurture them through text messages and emails.
While many lead generation and nurturing platforms have AI-powered nurturing tools these days, Offrs takes things a step further by offering a team of licensed ISAs to help you nurture and convert leads with a human touch. If you want to generate and nurture seller leads on autopilot, that’s an unbeatable combination — one we think is the future of real estate software.
Features
- Exclusive listing leads generated by predictive analytics
- RAIA AI chatbot qualifies and nurtures leads for you
- Available licensed ISA team
- Predictive analytics predicts likely sellers with 72% accuracy
Pros & Cons
- RAIA AI is trained by licensed ISAs
- Can target zip codes and custom farm areas
- Exclusive seller leads in Premium and Premium+ ISA packages
- Transparent and surprisingly affordable pricing
- Leads are not exclusive in Leads Only package
- Recent advances in AI might make predictive analytics obsolete
- No included CRM
Pricing
Starting at $399 per month for leads only, Offrs is surprisingly affordable for what you get. ISA companies like Structurely charge $400 per month for AI-powered ISAs and that doesn’t include the licensed human ISAs that Offrs gives you in their Premium package.
- Listing Leads Only: $399 per month for one zip code.
- Premium: $699 per month for five zip codes. You get exclusive leads plus AI-powered lead conversion with RAIA.
- Premium + ISA: $999 per month for five zip codes. You get exclusive leads, AI-powered lead conversion with RAIA, plus access to an inside sales team.
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Catalyze AI: Best for probate leads
Catalyze AI leverages predictive analytics and artificial intelligence to identify exclusive inheritance listing leads before they reach traditional lead providers. While they don’t provide any lead nurturing tools, we think the benefit of exclusive listing leads that are highly likely to sell more than makes up for it.
It’s also a fantastic value for agents who are willing to put in the time to learn the probate process. Highly motivated listing leads for properties valued over $1 million are just $15 per lead. Closing these leads might come with headaches, but just one closed deal will pay for a year of Catalyze AI.
Features
- 40% of identified listing leads transact in 12 months
- Nationwide coverage
- Easy-to-use dashboard to track, manage, and export leads to your CRM
Pros & Cons
- Affordable and highly motivated seller leads generated with AI
- Can target leads in a 20-mile radius
- Transparent pricing
- Exclusive leads
- No lead nurturing tools
- Probate leads require extensive training and a thick skin to close
Pricing
- 30 inheritance listing leads (under $1 million): $360 per month
- 30 inheritance listing leads (over $1million): $450 per month
Best IDX Website + CRM Platforms
Today’s IDX website + CRM platforms give you the near-magical ability to market your business, generate leads, build your brand, and manage your transactions with one tool. An ideal IDX website + CRM platform should offer advanced CRM features, sleek IDX websites designed for lead capture and branding, and enough available upgrades to grow along with your business.
Here are our picks for the best all-in-one IDX website + CRM platforms for 2024.
CINC: Best overall website + CRM platform
Founded in 2011, CINC combines bleeding-edge paid lead generation and AI nurturing tools with some of the best training in the industry. More than just an IDX website with a basic CRM, CINC bills itself as a complete system that gives solo agents and teams all the tools they need to run their businesses—an assessment we agree with. The optional 3-line auto-dialer is a feature we hope more software companies add to their platforms in the future.
If you want to focus on paid leads, CINC is an obvious choice. Their hyperlocal ad targeting allows agents to generate leads from specific neighborhoods, school districts, and even home types.
Features
- Hyper-local lead targeting focuses on neighborhoods, school districts & more
- Optional CINC AI lead nurturing tool
- Optional 3-line auto-dialer
Pros & Cons
- Lead generation and nurturing platform powered by AI
- Done-for-you Facebook and Google lead generation
- Lead generation is powered by data from 50,000 top-producing agents & teams
- Optional CINC AI lead nurturing tool trained by top-producing agents
- Lead generation and conversion training
- Online and in-person mastermind events
- 6,000-member Facebook Mastermind group
- Learning curve can be steep for non-tech-savvy agents
- CINC’s IDX Websites are hyper-focused on lead generation, but won’t win any design awards. If aesthetics are important to you, try Luxury Presence or Agent Image.
- CINC isn’t cheap. Pricing is comparable to platforms like BoomTown which puts CINC out of reach for many solo agents
- Less branding and marketing focused than other IDX website + CRM platforms
Pricing
Starting at $899 per month for solo agents and $1,500+ for teams, CINC’s pricing is comparable to other high-end platforms like BoomTown. However, pricing is heavily dependent on factors like ad spend, cost per lead in your farm area, and additional features such as their AI lead nurturing tool, so it can vary widely.
- Free trial: no
- Contract required: 6-month minimum
- CINC AI: +$200 per month
- 3-line auto-dialer: +$100 per month, per site
Real Geeks: Best for solo agents
Real Geeks is one of the most popular and well-reviewed IDX website + CRM platforms for a good reason. It provides solo agents and small teams with all of the lead generation, nurturing, and marketing tools they need — starting at less than half the price of competitors like CINC or Boomtown. While Real Geeks’ entry-level Establish plan doesn’t include done-for-you lead generation or advanced AI features, it’s one of the best values in the industry.
Features
- Sleek IDX websites designed for lead capture
- AI-powered lead nurturing assistant
- Advanced Email and SMS drip campaigns
- Reactive responses automatically texts leads based on their behavior
- Automated property alerts and market reports
- EstateIQ property valuation tool
Pros & Cons
- Entry-level plan offers excellent value for money
- Automated SMS & email auto-responders
- A la carte upgrades offer advanced AI, done-for-you lead generation & automation features
- IDX websites are designed for lead capture, not branding
- Limited website customization options
- AI-generated area pages created with SEO Fast Track tool might get flagged by search engines as spam
Pricing
- Establish: $299 per month
- Grow: $599 per month
- Expand: $999 per month
- Conquer: $1500 per month
- Contract required: 6 months
- Free trial: No
Sierra Interactive: Best for small teams
Sierra Interactive is an all-in-one CRM and IDX website that uses a proprietary IDX integration to help small teams generate and nurture leads. Unlike other IDX websites who often use off-the-shelf IDX plugins, Sierra’s proprietary IDX is designed to rank your website on search engines. That means your website can generate free leads from search engines while you focus on giving your clients the service they deserve. The platform also comes with an integrated triple-line dialer and offers team management features to never let a lead (or a client) slip through the cracks.
Features
- Proprietary IDX designed to rank on search engines
- Sleek and stylish lead generation and branding websites
- Integrated triple-line dialer
- Automated lead nurturing and marketing tools
Pros & Cons
- Sophisticated CRM designed for teams
- Can choose between buyer and seller-focused websites
- Done-for-you digital advertising
- In-app text message marketing tools
- Not ideal for solo agents
- Leads are not included in the entry-level package
- No built-in AI features
Pricing
Starting at $499.99 per month; call for custom team pricing.
Best real estate CRM software
Historically used as simple lead databases, today’s real estate CRMs offer agents and teams sophisticated lead generation, marketing, nurturing and business management tools for a relatively low monthly cost. As the old cliche goes, the best CRM is the one you use. Here are our top picks that we think you’ll love using:
Follow Up Boss: Best overall real estate CRM software
Follow Up Boss offers agents a perfect balance between advanced CRM features and affordable pricing. Their platform is far more robust than a “just get it done” CRM like LionDesk, but it is still affordable enough for almost all agents — something competitors like Top Producer, Market Leader and Propertybase can learn from.
You’ll get all the tools you’ll need to nurture leads and stay organized without paying for an IDX website you don’t need. How do they do it? In a word, integrations. Follow Up Boss is designed to work seamlessly with pretty much any other real estate software you have. Think of it as a scalpel while other companies are trying to sell you Swiss army knives.
Features
- Action plans to automate follow up
- Daily hot sheet
- Easy-to-use and intuitive user interface
- Advanced lead routing features for teams
Pros & Cons
- Streamlined and intuitive dashboard and tools
- Over 250 integrations with the most popular real estate software
- Works perfectly alongside lead generation platforms
- Excellent training and support
- Large network of users
- Transparent pricing
- No AI features available
- No auto-dialer upgrade
- No text drip campaigns
- Integrated calling feature is a $39 upgrade
- Some integrations require Zapier to work
Pricing
Starting at $58 per month, Follow Up Boss sits in that sweet spot between bare bones CRMs like LionDesk and more sophisticated platforms like Top Producer and Realvolve. It’s an excellent value for agents who want a full-featured CRM but don’t want to shell out $100+ per month.
- Grow: $58 per month (paid annually)
- Pro: $416 per month for 10 users (paid annually)
LionDesk: Best for new agents
Starting at just $25 per month (when paid annually), LionDesk stands out for its commitment to enhancing and automating real estate relationships for agents at an affordable price point. It offers a balance of simplicity and functionality, providing essential tools without overcomplicating the user experience with extraneous features like an IDX website. With its focus on automated email and text message drip campaigns, transaction management, and basic organizational tools, it offers agents a simple tool that gets the job done — without breaking the bank.
Features
- Pre-built email drip campaigns
- AI-powered lead nurturing in broker edition
- Video email and texting
- Available single-line dialer upgrade
- Easy-to-use platform
Pros & Cons
- The most affordable real estate CRM on the market
- Offers basic marketing, nurturing, and prospecting tools
- Transparent pricing for platform and upgrades
- Automated nurturing tools are limited compared to other platforms
- No done-for-you lead generation
- Limited available upgrades
- Lacks Facebook ad tools
- Limited integration with lead generation websites
Pricing
At just $25 per month, LionDesk still offers one of the best values in real estate software. While you won’t get done-for-you lead generation, it offers exceptional value for money if you’re a brand-new agent without deep pockets.
Here’s a quick breakdown of LionDesk’s monthly pricing:
- CRM: $25 per month (paid annually)
- CRM Premier: $83 per month (paid annually)
Top Producer: Best value for money
Top Producer has come a long way from the clunky Windows 95-looking software it once was. Today, its CRM platform distinguishes itself with advanced lead generation and marketing features, streamlined and intuitive workflows, and a well-organized and well-designed user interface — all crucial attributes for a platform you’ll use for 4+ hours every day.
Top Producer’s newest features include AI-driven insights that help you get a 360-degree view of the contacts in your database and personalize your interactions. Along with MLS integration, there are helpful follow-up tools and solutions for automated social media lead generation and multi-channel, automated lead nurture.
Features
- Social Connect automates your social media ad creation and streamlines your lead generation. Starting at $379 per user, per month, Social Connect comes with the company’s commitment to delivering a specific number of leads over the duration of your contract — for example, they commit to delivering a minimum of 180 leads throughout a six-month contract period.
- Smart Targeting uses AI to identify the most promising potential sellers in your targeted farm area by crunching publicly available data to find homeowners who are most likely to sell their homes in the next 18 months
- FiveStreet is the company’s proprietary tool that automates your lead follow-up using text and email, ensuring your clients aren’t waiting for a reply
- Basic Transaction management tools with visual timelines
Pros & Cons
- Customizable and user-friendly dashboard
- Market Snapshot tool for up-to-date market intelligence
- Diverse lead generation tools to suit various needs
- Transparent pricing
- Good customer service reputation
- Limited integration with the provided agent website
- Agent websites are a little dated-looking
Pricing
- Pro: $129 a month
- Pro + Leads: $429 per month
- Pro + farming: $399 per month
- Pro Teams 5: $299 per month
- Pro Teams 10: $499 per month
- Pro Teams 25: $999 per month
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Rechat. : Best for teams & brokerages
Rechat just might be the first truly mobile-first CRM and marketing platform for teams and brokerages. Using the app, agents can quickly and easily create social media posts, send emails, fire off a CMA or advertise a listing — right from their phone. Forget speed to lead, Rechat offers speed to market. Crucial in an age where being first often means the difference between going viral and getting left behind. Rechat offers an almost gamified real estate CRM marketing and transaction management experience that will make Millennial and Zoomer agents feel right at home.
Features
- Lightning-fast social media marketing
- Transaction Center to track deals
- Digital ad creation tool
- CMA creation tool
Pros & Cons
- True mobile-first UX design for speed & ease of use
- Can be white labeled
- Gorgeous social media & marketing materials
- Seamless all-in-one marketing, CRM & transaction management
- Not available for solo agents
- Pricing is not transparent
Pricing
Comparable per-seat pricing to Salesforce. Call for custom pricing.
Best real estate marketing software
Through the magic of AI and the talent of human designers, today’s real estate marketing software can help make your personal brand shine like never before. Whether you want to fit in with the cool kids on social media or wow a homeowner with virtually staged photos, today’s marketing software can get it done — for a fraction of the cost of hiring professional marketers.
Coffee & Contracts: Best for social media marketing
One of our favorite social media marketing platforms to come out in the last decade, Coffee & Contracts will make followers think you spend thousands of dollars a month on a marketing team. They provide up-to-the-minute, trendy and stylish templates for Instagram Posts, Reels, and Stories — including scripts and lead magnets written by top-producing agents.
It’s the perfect way to educate, delight, and build relationships with potential clients across your social media channels. What we really love about the Coffee & Contract marketing platform is its dedication to high-quality design and copywriting. Competitors like Agent Crate and Jigglar don’t even come close. While they don’t offer AI features (yet), the human touch in their design and marketing calendars truly stands out.
Features
- Large and frequently updated library of marketing templates
- Lead magnets designed for conversion
- Scripts for Instagram Reels and Stories
- Facebook Mastermind Group has 5,800 members
Pros & Cons
- All real estate content written by top-producing agents
- The best quality graphic design in the industry — hands down
- Scripts for Reels and Stories are written in natural (human!) language
- Large network of fellow users on Facebook group
- Hundreds of templates and new templates are added weekly
- Other agents will be using the same templates and scripts
- Cannot schedule posts from the app
- Content is not unique to your farm area
Pricing
Coffee & Contracts membership starts at $45 per month, paid yearly, and $54 per month, paid monthly. You’ll also need a Canva subscription to fully utilize the platform, but since almost every agent we know already has one, it’s hardly a deal breaker.
Pivo Real Estate: Best for video marketing
Pivo Real Estate uses AI to help agents create sleek, professional-looking videos for a fraction of the cost of hiring a videographer. Using just your smartphone, Pivo allows you to create 3D tours that give Matterport a run for its money. It also follows you around the room like a professional cameraman while you pitch homeowners or record walkthroughs for buyers. Even better, you have no monthly subscription fees to pay after purchasing their camera. Pivo’s bleeding-edge software is in the device itself. That means you’ll get as many professional 3D tours as you want with one less bill to pay every month — a win-win in our book.
Features
- Free for life after purchasing their device
- Brokerage pricing available
- Can create 3D tours, dollhouses, and floorplans
- Auto-tracking
Pros & Cons
- The most affordable way to create high-quality 3D tours
- Works with your smartphone — no camera required
- Motion-tracking feature follows you around the room like a professional cameraperson
- 3D tours are not quite as smooth or detailed as Matterport
- No Zillow integration for 3D tours
- Competing 3D smartphone attachments are comparably priced
Apply Design: Best for virtual staging
While they haven’t integrated AI (yet), Apply Design’s virtual staging software is an affordable and easy-to-use way to virtually stage your listings. We really love how they let you choose from common and trendy interior design styles to match the home’s style — without having to pay a professional stager hundreds of dollars. They also offer an astonishing 15-minute turnaround time for staged images. AI might be faster, but the quality is hit or miss (so far!), and that’s why Apply Design is still the best bang for your buck.
Features
- DIY virtual staging
- One-click virtual staging
- Realistic 3D furniture models
Pros & Cons
- 15-minute turnaround time
- Furniture removal included
- Variety of interior design styles to choose from
- Realistic-looking virtual staging
- Free revisions until you are happy with the results
- Images from professional virtual stagers are still higher quality
- Customization options are limited
- Not designed for luxury listing agents
Pricing
- Auto Staging: from $10.50 per image
- DIY Staging: from $7 per image
Best AI real estate software
AI real estate software might replace every app on your phone over the next few years. Even if you’re not on Team Robot Uprising, these tools are already making waves in our industry. These are the three tools we think are the most useful for agents, and yeah, maybe a little scary, too.
Likely.ai: Best for lead scoring
Likely.ai uses its patented AI-powered Refresh engine to predict likely sellers in your database — so you know exactly who to contact and when. Instead of wasting time and money blasting out marketing materials to your entire database, Likely.ai allows you to focus on leads who are ready to sell. Think of it as Offrs for the hundreds of “cold” leads in your CRM. It can also predict distressed homeowners, and even update contact information for every lead in your database — saving you (or your admin) hours of tedious work each month. It’s ideal for agents and teams with big databases and limited resources to score them.
Features
- AI-powered lead scoring
- Follow Up Boss app
- Finds missing contact information
Pros & Cons
- Finds likely sellers in your database
- Finds distressed homeowners in your database
- AI marketing tools included
- Monitors your leads 24/7
- 14-day free trial
- AI marketing templates can be made with free software
- AI agents might soon do the same job for free
- Larger CRMs can integrate AI lead scoring into their products
Pricing
- Launch: Starting at $75 per month, paid yearly, for 2,000 contacts
- Grow: Starting at $166 per month, paid yearly, for 5,000 contacts
- Scale: Starting at $499 per month, paid yearly, for 15,000 contacts
HouseCanary: Best for data-driven market valuations
HouseCanary stands out due to its innovative technology. It combines artificial intelligence (AI) and image recognition to provide actionable insights from extensive real estate data. It’s an ideal solution for those seeking AI-powered valuations and market trend data.It has quickly become a go-to valuation tool for real estate professionals.
Features
- Automated valuations in 19,000 zip codes
- Demographic and market predictions
- Includes property images to assess condition
- Can also assess rent values
Pros & Cons
- Chat-based AI assistant to find data (coming soon)
- Objective home valuations based on data
- Excellent for agent investors
- Valuations are pricey compared to other automated systems
Pricing
- Free- $15 per report
- Custom enterprise pricing available
Virtual Staging AI: Best for AI home staging
Virtual Staging AI uses the latest AI image technology to virtually stage listings in minutes instead of days. Instead of struggling with finicky staging software or paying for virtual staging, their software lets you stage your listing (or any listing) with one click. While the image quality is not yet on par with high-end professional virtual stagers, it’s shockingly close and 95% cheaper. A win-win for budget-conscious listing agents or buyer’s agents who want to present options for their clients.
Editor’s note: Virtual Staging AI was recently acquired by ZIllow Group but is still available to purchase directly from Virtual Staging AI.
Features
- High-quality virtual staging in 15 seconds
- Removes furniture from photos
- Free trial
Pros & Cons
- Can choose room type and furniture styles
- Affordable pricing
- Full copyright on staged images
- Easy to use – no tech experience needed
- Saves time and money
- Results aren’t perfect up close
- Not suitable for high-end listing agents
Pricing
- Basic: $16 per month ($2.67 per photo)
- Standard: $19 per month ($0.95 per photo)
- Professional: $39 per month ($0.65 per photo)
- Enterprise: $69 per month ($0.46 per photo)
Our methodology: How we chose the best real estate software for 2024
Vetted by HousingWire’s expert real estate agents, brokers, and coaches offer in-the-trenches insights into the latest technology and business strategies for real estate professionals. Since 2006, HousingWire has been the go-to resource that provides the full picture of U.S. housing market, for housing professionals.
To find the best real estate software across several categories, we analyze dozens of products and platforms, view product demos, read countless customer reviews, and consult with agents and brokers we know. We also apply our combined experience as licensed real estate agents, brokers and brokerage marketers (we have about 50 years between us on the editorial team!).
We do all of this with the reader in mind, analyzing each real estate software to give you, beloved reader, a clear, concise breakdown of its features, benefits, pricing, ease of use, return on investment, value for money, client support, and appropriateness for your career stage. We hope our hard work saves you a lot of clicking around the internet to find the right tools for your business!
