Real Estate CRM and Property Management Software: A Practical Guide
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Real estate runs on follow-up. An agent may talk to a lead months before that person is ready to buy, and a property manager juggles tenants, owners, maintenance and rent every day. Generic tools can work, but industry software is built around these specific workflows.
This guide explains the two main types of real estate software, then compares eight well-known platforms: CRMs for agents and teams, and property management systems for landlords and managers. Pricing details were checked on official websites in October 2026. Several vendors only share pricing after a demo, which we note below.
Two types of real estate software
- Real estate CRM (for agents and brokerages): captures leads from websites and portals, organizes contacts, automates follow-up by email, text and phone, and tracks deals through the pipeline.
- Property management software (for landlords and managers): handles leasing, online rent payments, accounting, maintenance requests and owner reporting.
Quick comparison
| Platform | Type | Best fit | Pricing |
|---|---|---|---|
| Follow Up Boss | CRM | Agents and teams focused on lead follow-up | From $58/user/month billed yearly; 14-day trial |
| BoldTrail (formerly kvCORE) | CRM and marketing platform | Brokerages that want websites, IDX and CRM together | Quote-based |
| BoomTown | Lead generation and CRM | Teams that want paid lead generation plus CRM | Quote-based |
| HubSpot | General CRM | Agencies and firms that want a flexible CRM with a free tier | Free CRM (up to 2 users and 1,000 contacts); paid hubs vary |
| Salesforce | General CRM platform | Larger brokerages and developers with custom needs | Edition-based |
| Buildium | Property management | Small and mid-size property managers | From $62/month; 14-day trial |
| AppFolio | Property management | Growing residential and commercial managers | Quote-based; minimums apply |
| Yardi | Property management | Portfolios of many sizes, from Breeze to enterprise suites | Breeze from $1/unit/month (minimums apply); Voyager quote-based |
Real estate CRMs for agents and teams
Follow Up Boss
Follow Up Boss is a CRM designed around speed-to-lead. It pulls leads from many sources into one inbox, routes them to agents and supports email, text and calling from one place. Plans are Grow (per user), Pro (includes 10 users) and Platform (includes 30 users). Grow starts at $58 per user per month billed yearly, or $69 billed monthly. The company lists 250+ integrations and a 14-day free trial, with no contracts or setup fees.
- Good fit if: you buy leads from several sources and need reliable, fast follow-up.
- Keep in mind: it does not generate leads itself. You connect your existing lead sources.
BoldTrail (formerly kvCORE)
Inside Real Estate rebranded kvCORE as BoldTrail in 2024. The platform combines agent websites with IDX property search, a CRM with smart follow-up campaigns, marketing tools and back-office options, and it is often provided to agents by their brokerage. Pricing is shared on request.
- Good fit if: your brokerage wants one platform for websites, leads and agent marketing.
- Keep in mind: check whether your brokerage already includes it before buying separately.
BoomTown
BoomTown, part of Inside Real Estate, combines lead generation services, IDX websites and a CRM. It is aimed mainly at teams and brokerages rather than solo agents. Prices are not published, so you need to contact sales for a quote.
- Good fit if: you want a done-for-you lead generation system with a CRM attached.
- Keep in mind: ad spend and setup costs can add up. Ask for a full cost breakdown.
HubSpot
HubSpot is a general-purpose CRM with paid hubs for marketing, sales and service. Its free CRM covers up to two users and 1,000 contacts, according to HubSpot. It is not built only for real estate, but its pipelines, email tools and forms can be adapted for agencies, developers and commercial brokers.
- Good fit if: you want a flexible CRM with a free starting point and strong marketing tools.
- Keep in mind: it does not include MLS or IDX features out of the box.
Salesforce
Salesforce is a highly customizable CRM platform used by large companies, including real estate firms that need custom objects, reporting and integrations. It is sold in editions and add-ons, often implemented with a partner.
- Good fit if: you run a large brokerage, developer or commercial firm with complex processes.
- Keep in mind: implementation and admin time are significant. It is usually more than a small team needs.
Property management software
Buildium
Buildium is property management software for accounting, leasing, maintenance and resident communications. It offers three plans: Essential, Growth and Premium, each with a 14-day free trial that does not require a credit card. Higher plans add analytics, automations, eSignatures and API access.
- Good fit if: you manage residential or association properties and want an all-in-one system.
- Keep in mind: some payment and eSignature features carry per-transaction fees on lower plans.
AppFolio
AppFolio provides cloud property management software with accounting, online leasing, rent collection, maintenance and AI-assisted workflows. It serves residential, commercial, student housing and community association managers. Plans are Core, Plus and Max. Prices are not published: minimum spend and unit counts apply, and details are shared during the sales process.
- Good fit if: you manage a growing portfolio and want a modern, all-in-one platform.
- Keep in mind: minimum portfolio sizes may apply. Confirm eligibility early.
Yardi
Yardi offers property management and real estate software for many portfolio sizes. Yardi Breeze targets smaller and mid-size managers with simpler, cloud-based tools, while Yardi Voyager serves large and enterprise portfolios with deeper accounting and asset management. According to Yardi, residential Breeze starts at $1 per unit per month, with minimums. Voyager pricing is quote-based.
- Good fit if: you want a platform that can scale from a small portfolio to an enterprise operation.
- Keep in mind: the enterprise products usually require formal implementation and training.
How to choose real estate software
- Agent or manager? Agents need a CRM for leads and follow-up. Landlords and managers need property management software.
- List your lead sources. Make sure the CRM integrates with the portals and ad platforms you already use.
- Check MLS and IDX needs. Only some platforms include property search websites.
- Ask for total cost. Include setup, per-user or per-unit fees, payment processing and add-ons.
- Book a demo with your own scenario. Walk through a real lead or a real maintenance request.
- Protect client data. Confirm security, data export options and compliance with rules such as fair housing and privacy laws in your market.
How we researched this guide
We checked each company’s official website for its current focus, plan names, free option and entry price. We describe what each vendor says its product does and add practical notes on who it may suit. We have not tested these tools hands-on, and companies cannot pay to be included. See our review methodology.
Frequently asked questions
What is the difference between a real estate CRM and property management software?
A CRM helps agents win and nurture clients. Property management software helps landlords and managers run properties after a lease is signed.
Is kvCORE still available?
kvCORE was rebranded as BoldTrail by Inside Real Estate in 2024. Existing users moved to the BoldTrail platform.
Can a solo agent use HubSpot instead of a real estate CRM?
Yes, HubSpot’s free CRM can track contacts and deals. You will not get MLS or IDX features, so many agents choose a real estate CRM as they grow.
Which property management software has a free trial?
Buildium offers a 14-day free trial on all plans. AppFolio and Yardi typically start with a demo.
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Editorial note: Product names and trademarks belong to their respective owners. DCCommunity is not affiliated with or endorsed by the companies mentioned unless stated. Information was checked against official websites and industry news in October 2026 and is provided for general guidance only. Features and prices may change. This article is not legal or financial advice.
