The best CRM for realtors depends on how you work: alone or on a team, buying portal leads or living on referrals, on your brokerage’s system or your own. We make one of the CRMs on this page, so we read every other one on its maker’s own website on 27 October 2026, kept the quotes, and wrote “not published” wherever a price or term is not public. Here is who each one suits, including when it is not us.
Every competitor number here comes from that company’s own pricing page, terms or help center, with the date we read it. Nothing from review sites, nothing guessed.
Each one, in fairness
What each company says about itself, who it suits, and when it is the wrong pick. Ours is first because we can tell you the most about it, including where it falls short.
Newmarket Edge
Suits: A solo California agent who wants the CRM, email, a client app with their name on it and their own website on one bill, set up with a founder on a live call.
- Pro $199, Elite $299, Edge $399 a month, one agent seat each; no setup fee; annual is ten months for twelve.
- Unlimited contacts; a who-to-call list in a Morning Brief at the time you set; email connected with replies drafted in your voice.
- The AI reaches out when you set it to (a new lead’s first reply, scheduled sends, the weekly brief) and when you ask. It says it is automated, never improvises, and you see every message.
- A branded client app (WayHome, iPhone and Android) and a website on your own domain on every plan; IDX listings from Elite.
- Leaving: cancel from the billing portal or by email; your client list exports any time; the website is yours after 90 paid days.
Not the pick if: you run a team that needs one shared pipeline (every plan is one seat; team plans are paused), you need built-in texting or calling today, you work outside California, or your MLS is not CRMLS and you need live listings on day one (ask us first).
Source: our pricing page and terms of service.
Follow Up Boss
Suits: Teams and agents working a steady flow of online leads who want calling, texting and lead routing in one CRM with no contract.
- Grow $69 per user a month ($58 annual); Pro $499 a month including 10 users; Platform $1,000 including 30 users.
- 14-day trial with no card; “no contract”; phone and email support seven days a week.
- “250+ integrations” and leads imported from “200+ sources”; iPhone and Android apps.
- AI features at no extra charge, though many rely on its calling, which is extra on Grow.
- Data: “You own your data”; after you leave, its terms give you 30 days to ask for a copy of your contact list.
Not the pick if: you want a website, a client app or transaction e-sign from the same company; it publishes none of those as its own products.
Source: followupboss.com pricing, FAQ, features and terms of service (updated 15 Nov 2025), read 27 Oct 2026.
BoldTrail (formerly kvCORE)
Suits: Brokerages and larger teams that want IDX websites, CRM and marketing for every agent under one contract. Its own FAQ: “Solo agents, teams, and brokerages of any size.”
- Packages BASE, PLUS and PRO, each “Talk to Sales”; “there’s no single list price.”
- An implementation fee due at signing; renewals for 12-month periods; 30 days’ written notice to cancel; leaving early means paying the rest of the term.
- Published monthly caps per agent on BASE: 60 texts, 30 calling minutes, 1,000 contact records.
- IDX websites included, “600+ MLS boards”; a consumer app (CoreHome) in PRO.
- Data: after termination you have 30 days to request an export, and “costs may apply.”
Not the pick if: you want a published price, a month-to-month plan, or you are early in your career; its own blog says a lighter tool may suit agents whose business is “primarily referral-based with low inbound lead volume.”
Source: boldtrail.com pricing, FAQ and blog; insiderealestate.com terms (updated 30 Oct 2025) and communication limits, read 27 Oct 2026.
Wise Agent
Suits: A cost-conscious agent or small team who wants a full real estate CRM with transaction checklists for $49 a month, and values a CRMLS and zipForm connection.
- $49 a month or $499 a year (“$42 / mo billed annually”), up to 5 team members on a shared login; no setup fee.
- 14-day free trial; month to month, “no contracts”; cancel by email with 30 days’ notice.
- Texting is an add-on ($11 a month and an $80 one-time registration); the AI texting bot is a paid add-on.
- A mobile web app rather than a native app (“There is nothing to download”).
- Published CRMLS partnership and a zipForm integration; free 24/7 phone, email and chat support.
Not the pick if: you want an IDX website included (its websites are separate custom builds) or a native phone app.
Source: wiseagent.com pricing, features, websites, terms (13 Feb 2026) and its help center, read 27 Oct 2026.
Lofty (formerly Chime)
Suits: Teams and brokerages that want an IDX website, CRM, texting, a dialer, AI and optional lead generation in one platform, and are comfortable with a quote and a term commitment.
- Every plan (Agent, Team, Broker, Enterprise) says “Request Pricing”; a non-refundable activation fee.
- No free trial; a demo instead.
- Committed terms renew for a year unless cancelled 90 days before the end; monthly plans are billed one more full month after you cancel; renewal increases capped at 10%.
- IDX website, texting, basic dialer and a list of AI tools on every plan; a free client app (Closely).
- Data: you can download exportable data for 90 days after termination; its terms list domains it supplied among content that can be lost on cancellation.
Not the pick if: you want to see a price before a sales call, or to leave on a month’s notice.
Source: lofty.com price packages, feature pages and Terms of Use (updated 17 Aug 2026), read 27 Oct 2026.
HubSpot
Suits: An agent who also runs a business beyond real estate, or wants a free general-purpose CRM to start. Its own words: “built for small or growing businesses.”
- Free for up to 2 users, no card. Starter from $7 a seat (promotional; $20 list). Professional from $90 a seat plus a required $1,500 onboarding fee.
- You cannot cancel before the end of your current term; Professional commits annually even when paid monthly.
- Texting needs a Marketing Hub add-on and “is not currently supported for sole proprietors.”
- iPhone and Android apps; “Over 2,000” integrations.
Not the pick if: you want MLS, IDX or real estate follow-up built in; none is published on its real estate page.
Source: hubspot.com pricing, real estate page, terms (16 Sep 2026) and knowledge base, read 27 Oct 2026.
Pipedrive
Suits: An agent who thinks in deal stages and wants a clean, general sales pipeline at a low per-seat price.
- US$14, 39, 59 or 79 a seat a month billed annually; US$24, 49, 79 or 99 billed monthly.
- 14-day trial, no card; “No commitment.”
- No built-in calling (“doesn’t have a built-in calling integration”); mobile texting opens your phone’s messaging app.
- Built-in e-signatures on Premium; “500+ integrations.”
Not the pick if: you want anything real-estate-specific built in: MLS, IDX or a client app.
Source: pipedrive.com pricing, real estate page, terms (16 Sep 2026) and support center, read 27 Oct 2026.
How we checked, and who we are
We make Newmarket Edge, so read this page knowing that. Every competitor fact was read on the vendor’s own pricing page, terms of service, FAQ or help center on 27 October 2026, quoted, and kept with its link. We did not use review sites, affiliate rankings or sales quotes, and we earn nothing from any link here. Where a company does not publish a price or term, we say “not published” rather than guess. If something here is wrong or out of date, email founders@newmarketedge.com and we will correct it.
Questions
What is the best CRM for realtors in California?
It depends on how you work. For a solo agent who wants the CRM, email, a client app and a website on one bill, Newmarket Edge. For built-in calling and texting with no contract, Follow Up Boss. For the lowest monthly price with CRMLS and zipForm connections, Wise Agent. For a brokerage-wide platform under contract, BoldTrail or Lofty.
What is the best CRM for a solo realtor?
One you will open every day at a price you can carry in a slow month. Wise Agent is $49 a month, Follow Up Boss Grow is $69 a user, and Newmarket Edge starts at $199 with the client app and website included. All three publish their prices and none requires a long contract.
How much does a real estate CRM cost?
From the vendors’ own pages on 27 October 2026: HubSpot has a free plan for 2 users; Wise Agent is $49 a month; Follow Up Boss starts at $69 per user; Newmarket Edge is $199 to $399. BoldTrail and Lofty do not publish prices and quote through sales, and both charge an implementation or activation fee.
Is HubSpot good for realtors?
It is a capable general CRM with a free plan for 2 users. Its real estate page publishes no MLS or IDX connection, and its texting needs a Marketing Hub add-on that is not available to sole proprietors, so most agents will add other tools around it.
Do I need a CRM that connects to CRMLS?
Only if you want live listings in your CRM or on your website. Wise Agent publishes a CRMLS partnership, and Newmarket Edge uses CRMLS listing data. If you are in a different California MLS, ask the vendor before you buy.
Which real estate CRMs have no long-term contract?
Follow Up Boss, Wise Agent, Pipedrive and Newmarket Edge all bill month to month. BoldTrail renews for 12-month periods, Lofty’s committed terms renew for a year without 90 days’ notice, and HubSpot Professional commits annually.
Can I export my contacts if I cancel?
Yes with all of them, but the window differs: Follow Up Boss 30 days after termination on request, BoldTrail 30 days (costs may apply), Lofty 90 days, Pipedrive deletes within 180 days, and Wise Agent expects you to export before your term ends. Newmarket Edge exports any time from Account Settings.
Is there a free CRM for realtors?
HubSpot has a free plan for up to 2 users. Follow Up Boss and Pipedrive offer 14-day trials with no card, Wise Agent a 14-day trial, and Newmarket Edge a 14-day trial with a card up front and nothing charged until day 15. Lofty offers a demo, not a trial.
Why would a CRM company publish a comparison that recommends competitors?
Because an agent on the wrong CRM cancels in three months and tells their office why. We would rather you pick the right one the first time, and come to us when what we do is what you need.
