Choosing a CRM for teams of 20–50 real estate agents

As a real estate agent managing a growing team of 20-50 professionals, coordinating multiple clients, listings, and transactions while maintaining strong relationships can be overwhelming. For medium-sized real estate agencies operating at this scale, you need a CRM that can streamline operations across your entire team without the complexity of enterprise solutions.

In this blog post, we'll explore the best CRM options for real estate agencies like yours, highlighting the features that will help your team of 20-50 agents boost efficiency, stay organized, and close more deals effectively.

Why real estate agencies need a CRM

Managing a real estate agency with 20-50 agents can be challenging without the right tools. A CRM specifically designed for medium-sized teams can streamline your operations and boost efficiency across your entire organization.

Challenges without a CRM

Below are a few challenges your medium-sized agency might already be facing without realising.

• Disorganization: Without a centralized system, tracking client interactions and property details across 20-50 agents becomes chaotic and leads to inconsistent service quality.
• Missed opportunities: With multiple agents handling numerous leads, opportunities can slip through the cracks, resulting in lost sales and revenue for your agency.
• Inefficient processes: Manual tasks consume valuable time across your team that could be spent on more strategic activities like client relationship building and deal closing.
• Lack of insight: Limited visibility into team performance and client preferences hampers decision-making for agency leadership managing 20-50 professionals.
• Inconsistent communication: Without a unified platform, maintaining consistent and timely communication with clients across your growing agency is challenging.

Benefits of a CRM

If you're still wondering whether or not it's worth investing in a CRM for your medium-sized agency, there are a few benefits below you can expect from having the right one.

• Centralized information: A CRM consolidates all client and property data, making it easily accessible for your entire team of 20-50 agents.
• Enhanced efficiency: Automating routine tasks frees up time for your agents to focus on closing deals and building client relationships.
• Improved customer relationships: Track client interactions and preferences across your team to provide personalized service at scale.
• Better decision-making: Gain insights from data analytics to make informed business decisions for your growing agency.
• Increased sales: Efficient lead management and follow-up processes boost conversion rates across your entire team.
• Consistent communication: Ensure timely and uniform communication with clients across all your agents through integrated tools.
  

How to evaluate and choose a CRM platform

With numerous CRMs to evaluate for your medium-sized agency, it can be challenging without clarifying what your requirements are for managing 20-50 agents, and the budget you can accommodate. Below are key points you should consider in your decision making process.

1. Define your requirements

For real estate agencies managing 20-50 agents, identifying the key features needed in a CRM is crucial for team success. Look for functionalities like lead management, property tracking, automated follow-ups, team collaboration tools, and integration with MLS (Multiple Listing Service). These features streamline your workflow and ensure you can manage client relationships efficiently across your growing team.

Key features of a CRM for real estate agencies

• Automated processes: Streamlines tasks by automating repetitive workflows across your team, saving time and reducing errors for all 20-50 agents.
• Contact enrichment: Automatically finds Leads, Investors, Customers, and Investment opportunities' email addresses and contact information, enhancing efficiency for your entire team and ensuring you have up-to-date details at your fingertips.
• Structured pipeline: Tracks Leads, Investors, Customers, and Investment opportunities through defined stages, ensuring process clarity and effectiveness across your medium-sized agency. This helps your team stay organized and focused on closing deals.
• Mail merge and email sequences: Increases communication efficiency with follow-up templates and automated sequences for your entire team. This feature ensures consistent communication with prospects and clients across all agents, improving conversion rates.
• Social media integration: Seamlessly imports leads, investors, customers, and investment opportunities from social media and provides all contact information within the CRM. This integration allows your team to leverage professional networks more effectively.
• Analytics: Provides essential data analysis and predictive insights for better planning across your agency. With detailed reports and forecasts, you can make informed decisions and strategize for future growth with your 20-50 person team.

2. Budget considerations

Balancing cost and return on investment (ROI) is essential when choosing a CRM for your medium-sized real estate agency. Evaluate the pricing plans of different CRM platforms and consider how their features can enhance your team's productivity and sales across 20-50 agents. An affordable CRM that offers essential tools can provide significant ROI by helping your entire team close more deals and manage clients better.

3. Selection process

Researching and selecting the right CRM vendor for your growing agency involves several steps. Start by reading reviews and testimonials from other real estate professionals managing similar-sized teams. Request demos or trials to understand how the CRM works in a real-world setting with multiple agents. Additionally, consider the vendor's customer support and training resources, which can be vital during the onboarding process for your 20-50 person team.

4. Get a demo

Trial and compare different CRM platforms to find the best fit for your medium-sized real estate agency. Use the trial period to test key features, assess ease of use for your team, and evaluate how well the CRM integrates with your existing tools. Gather feedback from your agents and make a decision based on which platform offers the most comprehensive solution for your business needs. To get a demo of folk, click here.

👉🏼 Try folk now to manage contact-based reminders with your team

3 tips for implementing a CRM

Once you're ready to implement a CRM across your medium-sized agency, keep these three things top of mind to get the most out of it.

1. Import your data in your new CRM

Transitioning to a new CRM can seem daunting for agencies with 20-50 agents, but importing your existing data makes the process smoother. Make sure to export your customer data as a .CSV file - most CRMs can support this document file and this will save your team from manually adding contacts one by one.

2. Create your first pipeline

Once your data is imported, set up your first pipeline optimized for your team size. For real estate agencies with 20-50 agents, this could include stages like "New Lead," "Contacted," "Property Viewing," "Negotiation," and "Closed Deal." Tailoring the pipeline to your specific workflow ensures that your entire team can track and manage leads effectively with consistent processes.

3. Onboard your team

Having your entire team on board is essential for the successful implementation of a new CRM across 20-50 agents. Schedule comprehensive training sessions to familiarize them with the new system. Highlight key features that will help them in their daily tasks, such as lead management, client communication, and property tracking. A well-trained team of 20-50 agents will maximize the CRM's potential, leading to better client relationships and increased productivity across your agency.

The 5 best CRMs for real estate agents

1. folk

folk is a modern CRM platform perfectly designed for real estate agencies with 20-50 agents, offering customizable pipelines, AI-driven tools, and seamless integrations to enhance deal management and prospecting across medium-sized teams.

Key features

• Contact enrichment: Automatically enriches contact details by finding emails and LinkedIn URLs, enabling efficient outreach across your team without manual data entry or additional costs for email services.
• Social media integration: Seamlessly import contacts from LinkedIn, track conversations within folk, and use templates for quicker, streamlined communication across your 20-50 person team.
• Mail merge: Full email sync, templates, and tracking features, enabling your entire agency to manage all communications directly from the CRM.
• AI-powered features: AI tools assist in managing contacts and relationships, automating routine tasks, and suggesting actions to improve productivity across your medium-sized team.
• Integrations: folk integrates seamlessly with over 6,000 apps, including Gmail, Zapier, and Make, allowing your team to centralize workflows and reduce manual data entry.

Pros

• Ease of use: folk is praised for its intuitive interface, making it accessible even to non-technical team members with quick onboarding and minimal learning curve - perfect for agencies with 20-50 agents.
• All-in-one: folk streamlines your team's workflow by allowing agents to import contacts from LinkedIn, automatically find their emails, reach out through customizable email sequences, and track interactions in a pipeline, eliminating the need for multiple tools and saving time and money.
• Customizability: Custom fields, dashboards, multiple pipelines across different business functions, and workflows that scale perfectly for medium-sized agencies.
• Integrations: folk integrates seamlessly with over 6,000 apps, including Gmail, Zapier, and Make, allowing your agency to centralize workflows and reduce manual data entry across your entire team.

Cons

• Reporting: folk offers advanced analytics and reporting, including pipeline and deal stage analytics, revenue forecasting with weighted probabilities, performance breakdowns by owner, channel, industry, region, or any custom field, plus revenue insights.
  
  

Price and plans

You can try folk for free with a 14-day free trial. After that, a monthly or annual subscription plan is as follows - perfectly priced for agencies with 20-50 agents.

• Standard: $20 per user, per month.
• Premium: $40 per user, per month.
• Custom: Starts from $60 per user, per month.

2. HubSpot

Hubspot CRM is a user-friendly, scalable platform offering integrated tools for managing sales, marketing, customer service, and operations, though it can become expensive for larger teams.

Key features

• Marketing Hub: Includes email marketing, ad tracking, landing pages, and lead generation tools, essential for attracting and nurturing leads and investors.
• Sales Hub: Provides deal tracking, pipeline management, sales automation, and reporting, crucial for managing customer relationships and investment opportunities.
• Lead scoring: Prioritize leads with predictive scoring to improve sales efficiency and focus on high-potential customers and investors.
• Operations Hub: Syncs and automates business processes across different systems, ensuring seamless management of various real estate transactions and client interactions.
• Service Hub: Offers customer service tools like ticketing, live chat, and knowledge bases, enhancing client support and satisfaction.

Pros

• User-friendly interface: HubSpot's intuitive interface makes it accessible for real estate agents, even those with basic CRM knowledge.
• Marketing tools: Integrates smoothly with marketing, sales, and service hubs, creating a unified platform for managing leads, investors, and customers.
• Automation capabilities: Provides powerful automation tools for tasks like email marketing and lead nurturing, helping agents save time and improve efficiency.
• Resources: HubSpot Academy offers free courses and resources to help agents maximize the platform's potential.
• Dashboard and reports: Allows agents to create customized dashboards and reports to track metrics and gain insights into business performance.

Cons

• High cost: The pricing can become prohibitively expensive for medium-sized agencies with 20-50 agents, especially as you move to higher tiers.
• Limited customization in free plan: The free plan has limited customization options, restricting flexibility for growing agencies.
• Complexity in advanced features: Advanced features like custom reporting and workflows have a steep learning curve, requiring additional training for your team.
• Email marketing limits: The free plan restricts the number of emails you can send, which can be a significant drawback for agencies with larger contact lists across 20-50 agents.
• Additional costs for add-ons: Many useful features come as paid add-ons, significantly increasing the overall cost for medium-sized agencies seeking advanced CRM capabilities.
  

Price and plans

Prices and plans on the CRM suite for an annual subscription are as follows.

• Starter: $15 per user, per month.
• Professional: $450 per user, per month.
• Enterprise: $1,500 per user, per month.

3. Pipedrive

Pipedrive is a web-based CRM for small to medium businesses, offering lead management, automation, email integration, and customizable pipelines to optimize sales.

Key features

• Lead and deal management: Centralized tools to manage leads, investors, customers, and investment opportunities, helping real estate agents act quickly on potential deals.
• Sales automation: Workflow automation to handle repetitive tasks like lead routing and follow-ups, allowing agents to focus on closing deals.
• Email integration: Full email sync, templates, and tracking features, enabling agents to manage all communications directly from the CRM.
• Advanced reporting and analytics: Real-time data analytics and custom reporting tools to track performance, forecast revenue, and gain actionable insights.
• Customization and security: Options to customize pipelines, fields, and user permissions, with robust security measures to protect sensitive data.

Pros

• User-friendly interface: Known for its intuitive and visually appealing interface, making it easy for real estate agents to navigate and manage their sales pipelines.
• Sales pipeline focus: Specifically designed for managing sales pipelines, offering a visual approach that helps agents track deals and activities effectively.
• Customization: Allows for a high degree of customization, enabling agents to tailor the platform to their specific sales processes with custom fields and workflows.
• Affordability: Offers competitive pricing, making it accessible to small and medium-sized real estate agencies without sacrificing essential CRM features.
• Automation features: Includes automation tools that help streamline repetitive tasks, such as sending follow-up emails and moving deals through the pipeline, saving time and boosting productivity.

Cons

• Limited advanced features: Lacks some of the more advanced CRM features, such as extensive marketing automation and AI capabilities, which are available in other platforms.
• Basic reporting in lower tiers: The reporting and analytics features in the basic plans are somewhat limited, requiring upgrades to access more in-depth insights for medium-sized teams.
• No built-in email marketing: Does not include built-in email marketing features, requiring users to integrate with third-party email tools for such functionality.
• Limited customer support hours: Customer support is not available 24/7, which can be inconvenient for real estate agencies operating with teams across different time zones.
• Price increases with add-ons: The cost can increase quickly when additional features or integrations are added, making it less cost-effective for agencies with growing needs and 20-50 agents.
  
  

Price and plans

An annual subscription plan basis is as follows.

• Essential plan: Starts from $24 per user, per month.
• Advanced plan: Starts from $44 per user, per month.
• Power plan: Starts from $79 per user, per month.
• Enterprise plan: Starts from $129 per user, per month.

4. Salesforce

Salesforce is a robust CRM platform designed for large enterprises, offering comprehensive tools for sales, marketing, service, and analytics, but may be overly complex and expensive for medium-sized teams.

Key features

• Comprehensive ecosystem: A unified platform offering CRM, marketing automation, customer service, and custom app development, suitable for the varied needs of real estate agents.
• Customization and scalability: Highly customizable and scalable, allowing real estate agencies to tailor the platform to manage leads, investors, and customers effectively.
• Artificial Intelligence (AI) integration: Salesforce Einstein offers AI-driven analytics and automation, providing insights that help real estate agents optimize their strategies and manage investment opportunities.
• Extensive integration capabilities: With Salesforce's AppExchange, real estate agents can integrate the platform with a wide range of third-party applications, ensuring seamless operation across different business systems.
• Robust security features: Provides strong security measures, including data encryption and two-factor authentication, ensuring the protection of sensitive client and investment data.

Pros

• Comprehensive feature set: Offers an extensive range of features covering sales, service, and marketing, making it a powerful tool for managing all aspects of real estate transactions.
• Highly customizable: Allows real estate agents to tailor the platform with custom fields, objects, and workflows to suit their specific needs.
• Advanced analytics and reporting: Provides powerful analytics and reporting tools, allowing agents to gain deep insights into their data and make informed decisions.
• Mobile accessibility: Offers a robust mobile app that allows agents to manage their CRM on the go, with full access to all key features.

Cons

• High cost: Can be extremely expensive for medium-sized real estate agencies with 20-50 agents, with high licensing fees and additional costs for add-ons and customization that can become prohibitive.
• Steep learning curve: Due to its extensive feature set and complexity, Salesforce often requires significant time and training for teams to become proficient, which can be challenging for medium-sized agencies.
• Complex setup and customization: Initial setup and customization can be challenging and often require expert help or certified consultants, which adds significantly to the overall cost for agencies of this size.
• Overwhelming for medium-sized teams: Robust features may be overkill for teams of 20-50 agents, leading to underutilization of the platform's capabilities and poor ROI.
• Integration complexity: While offering extensive integration capabilities, integrating Salesforce with third-party applications can be complex and require technical expertise that medium-sized agencies may not have in-house.
  

Price and plans

• Starter Suite: $25/user/month provides basic CRM features for small businesses
• Pro Suite: $100/user/month includes advanced tools for growing businesses
• Enterprise Plan: $165/user/month offers extensive customization and automation for large companies
• Unlimited Plan: $330/user/month provides comprehensive features for large enterprises
• Einstein 1 Sales: $500/user/month provides AI-driven insights and advanced features for large enterprises

5. Zoho

Zoho is a CRM system with a strong sales focus, featuring journey orchestration, sales process management and workflow automation. There's also functionality for marketing teams, including lead nurturing, event management and customer segmentation, though it can be complex to set up for medium-sized teams.

Key features

• Lead and contact management: Manages customer information, tracks interactions, and segments contacts for targeted campaigns.
• Sales pipeline management: Visualizes and manages sales pipelines with drag-and-drop functionality.
• Customizable dashboards and reports: Allows users to create and customize dashboards and reports for in-depth analytics.
• Multi-channel communication: Integrates with email, phone, social media, and live chat to manage customer interactions.
• Mobile CRM: Offers mobile apps for managing customer relationships on the go, with features like offline access and GPS tracking.

Pros

• Affordability: Zoho CRM offers competitive pricing with various tiers, making it accessible to small and medium-sized businesses as well as larger enterprises.
• Customization: Extensive customization options allow businesses to tailor the CRM to their specific needs, including custom fields, modules, and workflows.
• Integration with Zoho Suite: Seamless integration with other Zoho products (like Zoho Books, Zoho Projects, and Zoho Campaigns) creates a comprehensive ecosystem for managing different business functions.
• Multi-channel communication: Zoho CRM supports email, phone, social media, and live chat, enabling businesses to manage all customer interactions from a single platform.
• AI-powered features: Zia, the AI assistant, provides intelligent insights, predictive analytics, and task automation, helping to improve sales and marketing efficiency.

Cons

• Steep learning curve: The extensive customization options can be overwhelming for new users and challenging for medium-sized agencies with 20-50 agents, requiring significant time investment to master the platform.
• Complex setup: Initial setup and configuration can be complex, particularly for agencies without technical expertise or dedicated IT resources to manage the implementation across multiple team members.
• Performance issues: Occasional reports of slow performance, especially with large datasets or complex operations, can hinder productivity for busy real estate teams.
• Limited third-party integrations: While Zoho integrates well with its own suite of products, integration with third-party applications can be limited or require additional effort for medium-sized agencies.
• Data migration challenges: Migrating data from other CRMs to Zoho can be difficult and time-consuming for agencies with extensive existing databases, often requiring manual adjustments.
  

Price and plans

Zoho's free plan is limited to three users, suitable only for very small businesses. After that, an annual subscription plan is as follows.

• Standard: $20 per user, per month.
• Professional: $35 per user, per month.
• Enterprise: $50 per user, per month.

Conclusion

Choosing the best CRM for your real estate agency with 20-50 agents is crucial for streamlining operations, enhancing client relationships, and boosting sales across your entire team. Among the platforms we've reviewed - Folk, HubSpot, Pipedrive, Salesforce, and Zoho - folk CRM stands out as the ideal solution for medium-sized agencies. folk CRM offers the perfect balance of powerful features, ease of use, and affordable pricing specifically designed for teams of your size. With its intuitive interface, comprehensive contact enrichment, seamless LinkedIn integration, and AI-powered tools, folk CRM enables your 20-50 person team to work more efficiently without the complexity and high costs associated with enterprise solutions. Whether you prioritize streamlined workflows, team collaboration, or cost-effective scalability, folk CRM fits your specific requirements perfectly. Start with a free trial to see firsthand how folk CRM can transform your medium-sized real estate agency's operations. Try for free and take the first step towards optimizing your real estate operations today.

👉🏼 Try folk now to never miss a follow-up and close more deals

Need a helping hand? Use our free tool to find your perfect CRM match.

FAQ

What CRM do most realtors use?

Popular choices include HubSpot, Pipedrive, Salesforce, Zoho, and folk. Selection varies by team size, budget, and needed features like pipelines, email sequences, contact enrichment, and MLS or LinkedIn integrations.

What features should a real estate CRM include?

For teams of 20–50, prioritize lead capture, customizable pipelines, email sync and sequences, contact enrichment, MLS/LinkedIn integration, analytics, permissions, mobile access, easy CSV import, and onboarding support.

How much does a CRM cost for a 20–50 agent team?

Expect $20–$150 per user/month for most needs; advanced suites can reach $300–$500. Factor in add-ons (email sends, reporting, integrations), implementation, and training. Annual billing often lowers per-user cost.

How do you implement a CRM across 20–50 agents?

Migrate contacts via CSV, set fields and permissions, build stage-based pipelines, connect email and calendars, set templates and sequences, integrate MLS and key apps, pilot with a small group, train agents, and track adoption with dashboards.