In real estate, the deal usually goes to whoever follows up first, and keeps following up. A buyer who fills in a form on Saturday night might not be ready for six months. If you forget them in week three, someone else will be there in month six.
That's why choosing the best CRM for real estate agents matters more than it does in most industries. The right one keeps every lead, conversation and next step in one place, and reminds you to call before the lead goes cold.
This guide compares two popular options, Follow Up Boss and HubSpot, explains what happened to LionDesk, and helps you decide what fits your business.
Prices and features below were checked on the official pricing pages in October 2026. They change, so confirm before you buy.
What a real estate CRM needs to do
Before comparing tools, it helps to know what matters for agents specifically:
Pull in leads automatically from Zillow, Realtor.com, Facebook ads, your IDX website and anywhere else you get leads, so nobody is typed in by hand.
Respond fast. Instant texts or emails when a new lead arrives, and alerts so you can call quickly.
Automate long-term follow-up with drip emails and texts for buyers and sellers who aren't ready yet.
Organise your database with tags and smart lists, like "hot buyers," "past clients" or "sphere."
Work from your phone, because you're rarely at a desk.
Route leads across a team fairly and show who's following up and who isn't.
A general CRM can do some of this. A real estate CRM is built around it.
Follow Up Boss: built for real estate
Follow Up Boss is a CRM made specifically for real estate agents and teams, and the company says more than 19,000 agents and teams use it.
What it does well
Connects to more than 200 lead sources and apps, so leads flow in automatically.
Automated follow-up, smart lists, email and text templates, and calendar and email sync.
Lead distribution for teams, including round robin and "first to claim."
Calling and texting from inside the CRM (an add-on on the Grow plan, included on Pro and Platform).
Unlimited contacts on every plan, plus built-in AI features such as smart summaries and suggested tasks.
Pricing (billed annually, as of October 2026)
Grow: US$58 per user per month, with calling US$33 per user extra. Best for solo agents and small teams.
Pro: US$416 per month, including 10 users (extra users US$41). Best for growing teams that want calling and texting included.
Platform: US$833 per month, including 30 users (extra users US$17). Best for large teams.
There's a 14-day free trial and no contract.
Watch out for: it isn't cheap for a solo agent once you add calling, and you get the most from it when your lead sources are connected properly at the start.
HubSpot: free to start, but not built for real estate
HubSpot is a general CRM used by all kinds of businesses. Its free plan is a popular starting point.
What it does well
A free CRM with no time limit, covering contacts, deals, tasks, email tracking, email templates, meeting scheduling and reporting dashboards.
Easy to learn, with a clean interface.
Paid plans add more automation as you grow, starting at US$15 per seat per month for Starter.
Watch out for: the free plan is limited to two users and 1,000 contacts. More importantly, HubSpot isn't designed around real estate. It won't pull in portal leads, track showings or handle team lead routing the way a real estate CRM does without extra setup and integrations.
Follow Up Boss vs HubSpot at a glance
Built for real estate: Follow Up Boss, yes. HubSpot, no (it's a general business CRM).
Starting price: Follow Up Boss from US$58 per user per month (annual). HubSpot free.
Users: Follow Up Boss per user, or 10 to 30 on team plans. HubSpot free plan up to 2.
Contacts: Follow Up Boss unlimited. HubSpot free plan up to 1,000.
Lead source integrations: Follow Up Boss 200+. HubSpot needs extra setup.
Built-in calling and texting: Follow Up Boss add-on on Grow, included on Pro. Not on HubSpot's free plan.
Free trial: Follow Up Boss 14 days. HubSpot free plan with no time limit.
What happened to LionDesk?
If you used LionDesk, you'll know it was a budget-friendly favourite with many agents. Its owner, Lone Wolf Technologies, announced in May 2025 that LionDesk would be wound down by September 2025. Users were offered a move to Lone Wolf's newer CRM, called Relationships, with help migrating their contacts.
If you were a LionDesk user and haven't settled on a new system yet, you have three realistic paths:
Lone Wolf Relationships, if you already use other Lone Wolf tools and want the smoothest move.
Follow Up Boss, if you want a dedicated real estate CRM with strong lead integrations.
A free general CRM like HubSpot, if you're a solo agent on a tight budget and don't buy many online leads.
Other real estate CRMs worth comparing include Lofty, BoldTrail and Wise Agent. Check each one's current features and pricing, since this market changes quickly.
So, which CRM should you choose?
You're a new or part-time agent on a tight budget: start with a free CRM like HubSpot, or try Follow Up Boss's free trial to see if the time saved is worth the cost.
You buy online leads or run ads: a real estate CRM like Follow Up Boss is usually worth it, because fast, automatic follow-up is where those leads are won or lost.
You run a team: look for lead routing and agent reporting. Follow Up Boss's Pro plan is built for this.
You're moving off LionDesk: export your data, clean it up before importing, and use the move as a chance to rebuild your tags and follow-up plans properly.
Whichever you choose, the CRM itself is only half the job. A clean database, sensible tags and a follow-up routine your team actually sticks to matter just as much. Not in real estate? Our guide to the best CRM for small businesses covers general options.
How FirstGen can help
At FirstGen Pro VAs, real estate systems are where much of our hands-on experience comes from. We've worked inside Follow Up Boss, LionDesk (before it closed) and HubSpot, and with lead generation tools like Ylopo, doing database cleanup, contact tagging, lead organisation, follow-up workflows and agent onboarding.
If you're switching CRMs, rescuing a messy database or setting up follow-up that runs without you, we can help. See our Business Systems & Setup services or book a free consultation.
Frequently asked questions
What is the best CRM for real estate agents?
It depends on your budget and how you get leads. Follow Up Boss is a strong choice for agents and teams who rely on online leads and fast follow-up. Agents on a tight budget can start with a free general CRM like HubSpot and move up later.
Is there a free CRM for real estate agents?
HubSpot offers a free CRM for up to two users and 1,000 contacts, but it isn't built for real estate. Most real estate-specific CRMs are paid, though many, including Follow Up Boss, offer free trials.
How much does Follow Up Boss cost?
As of October 2026, Follow Up Boss starts at US$58 per user per month on its Grow plan, billed annually. The Pro plan is US$416 per month for 10 users, and Platform is US$833 per month for 30 users.
Does Follow Up Boss have a free trial?
Yes. Follow Up Boss offers a 14-day free trial with no contract.
What happened to LionDesk?
Lone Wolf Technologies wound down LionDesk by September 2025 and offered users a move to its newer CRM, Relationships.
Can I use HubSpot as a real estate CRM?
Yes, many agents do, especially when starting out. It works well for organising contacts and tasks, but you'll need extra setup to bring in portal leads and to match real estate workflows.
