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The best CRM for real estate agents in 2026
An agent's day is one pipeline: a lead becomes a showing becomes a closing. These are the four CRMs we track that run a pipeline like that, with every plan priced from the vendors' own pages this week. Two can be started free; two are paid from day one. None of the four is real-estate-specific - the page says what that means before you pick.
Prices last re-checked 2026-09-27. Numbers are read from each vendor's own pricing page; any exception is flagged under "What to watch".
Which one should you pick?
- Pick HubSpot if you need the best CRM to start free. Visit HubSpot
- Pick Zoho CRM if you need the best CRM for a small brokerage. Visit Zoho CRM
- Pick Pipedrive if you need the best CRM for a single agent who lives in the pipeline. Visit Pipedrive
- Pick GoHighLevel if you need the best CRM when you also run your own lead generation. Visit GoHighLevel
Some buttons are affiliate links — how this works.
The short answer
Short answer: Best CRM to start free: HubSpot is free at $0/mo for up to two users and up to 1,000 contacts, with a deal pipeline and contact management - the cheapest way here to run a real pipeline while the client list is still small. Automation starts at Starter, $20/mo per seat or $15/mo per seat billed annually.
| Tool | Entry price | Best for |
|---|---|---|
| Free | $0/mo (no annual discount published) | Up to 2 users and up to 1,000 contacts, deal pipeline, contact management. The c |
| Starter | $20/mo, or $15/mo billed annually | Per seat. Simple automation, 2 paid seats, email tracking, 1,000 marketing conta |
| Professional | $100/mo, or $90/mo billed annually | Per seat. Sequences, forecasting, custom reporting, 2,000 marketing contacts. On |
| Enterprise | $150/mo (no annual discount published) | Per seat. Custom objects, predictive scoring, 10,000 marketing contacts |
Prices checked 2026-09-27.
Best CRM to start free: HubSpot
HubSpot is free at $0/mo for up to two users and up to 1,000 contacts, with a deal pipeline and contact management - the cheapest way here to run a real pipeline while the client list is still small. Automation starts at Starter, $20/mo per seat or $15/mo per seat billed annually.
See HubSpot pricingBest CRM for a small brokerage: Zoho CRM
Zoho CRM is free at $0/mo for up to 3 users, and Standard is $20/mo per user, or $14/mo per user billed annually, with 100,000 records, scoring rules and workflows. The trade-off: the free plan's 5,000 records is a starter ceiling, and the paid step is per user.
See Zoho CRM pricingBest CRM for a single agent who lives in the pipeline: Pipedrive
Pipedrive Lite is $24/mo per seat, or $14/mo per seat billed annually, and it is built around the pipeline: 10 pipelines and 3,000 open deals on Lite, so buyers, sellers and renters can each get their own set of stages. The trade-off: Pipedrive is sales-only and has no free plan.
See Pipedrive pricingBest CRM when you also run your own lead generation: GoHighLevel
GoHighLevel Starter is $97/mo flat with unlimited users and unlimited contacts - priced per company instead of per seat, which is the point once leads are coming in faster than seats are. The trade-off: it is the highest entry price here and more CRM than a new agent needs.
See GoHighLevel pricingThe prices, plan by plan
HubSpot
HubSpot's free tools cover up to two users and up to 1,000 contacts. Sales Hub is then $20 per seat per month on Starter and $100 per seat per month on Professional, billed monthly. Professional requires a one-time onboarding fee of $1,500.
| Plan | Price | What you get |
|---|---|---|
| Free | $0/mo (no annual discount published) | Up to 2 users and up to 1,000 contacts, deal pipeline, contact management. The catalog's 1 million figure is for other standard objects, not contacts. |
| Starter | $20/mo, or $15/mo billed annually | Per seat. Simple automation, 2 paid seats, email tracking, 1,000 marketing contacts |
| Professional | $100/mo, or $90/mo billed annually | Per seat. Sequences, forecasting, custom reporting, 2,000 marketing contacts. Onboarding is required, a one-time fee of $1,500. |
| Enterprise | $150/mo (no annual discount published) | Per seat. Custom objects, predictive scoring, 10,000 marketing contacts |
Prices checked 2026-09-27.
What to watch: HubSpot's free tools are free, and they cap at two users and 1,000 contacts. The paid tiers are per seat. Sales Hub Professional requires a one-time onboarding fee of $1,500. Marketing-contact limits are separate from CRM contacts.
Source: https://www.hubspot.com/pricing/crm, read 2026-09-27.
See HubSpot pricingZoho CRM
Zoho CRM is free for up to 3 users, then $14 per user per month on Standard, $23 on Professional and $40 on Enterprise, billed annually. Ultimate is a custom quote; Zoho no longer prints a price for it.
| Plan | Price | What you get |
|---|---|---|
| Free | $0/mo (no annual discount published) | Up to 3 users, 5,000 records, basic lead and deal management |
| Standard | $20/mo, or $14/mo billed annually | Per user. 100,000 records, scoring rules, mass email, workflows |
| Professional | $35/mo, or $23/mo billed annually | Per user. SalesSignals, inventory management, 25,000 records per module |
| Enterprise | $50/mo, or $40/mo billed annually | Per user. CommandCenter, multi-user portals, custom modules, 100,000 records |
| Ultimate | custom quote | Bespoke deployments with the highest feature limits, consultation-based pricing (contact Zoho) |
Prices checked 2026-09-27.
What to watch: Zoho prints the annual per-user rate by default; the monthly-billing rates come from the page's monthly toggle. Zoho's free tier caps at 3 users, which is the lowest free-user cap in this cluster.
Source: https://www.zoho.com/crm/zohocrm-pricing.html, read 2026-10-05.
See Zoho CRM pricingPipedrive
Pipedrive starts at $14 per seat per month on Lite, $39 on Growth, $59 on Premium and $79 on Ultimate, billed annually (US$168 / $468 / $708 / $948 per seat per year); monthly billing costs more. Each card offers a 14-day trial and says no credit card is required.
| Plan | Price | What you get |
|---|---|---|
| Lite | $24/mo, or $14/mo billed annually | Per seat. Lead, deal and activity management, 3,000 open deals, 10 pipelines. US$168 per seat/year billed annually. |
| Growth | $49/mo, or $39/mo billed annually | Per seat. Email sync, workflow automation, 100,000 open deals, 15 pipelines. US$468 per seat/year billed annually. |
| Premium | $79/mo, or $59/mo billed annually | Per seat. Revenue forecasts, team goals, projects, 30 pipelines. US$708 per seat/year billed annually. |
| Ultimate | $99/mo, or $79/mo billed annually | Per seat. Project templates, 5-minute sync, phone support, 100 pipelines. US$948 per seat/year billed annually. |
What to watch: Pipedrive prints the annual per-seat rate by default. On 2026-10-13 those cards still showed Lite $14, Growth $39, Premium $59 and Ultimate $79. The monthly toggle was not opened, so the monthly column stays the 2026-10-05 reading. Each card says a 14-day trial with no credit card. The Premium card carries Pipedrive's own Most Popular badge. This page does not treat that badge as a count of customers. Add-on starting prices were read on the annual view. Prices are per seat, so a 5-person team pays five times the seat rate.
Source: https://www.pipedrive.com/en/pricing, read 2026-10-05.
See Pipedrive pricingGoHighLevel
GoHighLevel is $97/mo Starter, $297/mo Unlimited and $497/mo Agency Pro, or $970 / $2,970 / $4,970 billed yearly. Every plan includes unlimited contacts and unlimited users. The cards say 14 days free. Billing starts on its own unless you cancel, and phone, text, email, and AI fees can apply during the trial.
| Plan | Price | What you get |
|---|---|---|
| Starter | $97/mo | 3 sub-accounts, unlimited contacts, unlimited users, all core features |
| Unlimited | $297/mo | Unlimited sub-accounts, rebill phone & email at no markup, basic API |
| Agency Pro | $497/mo | SaaS mode, automated sub-account creation, rebill with markup, advanced API |
| Enterprise | custom quote | Custom quote |
What to watch: Every plan price, annual total and add-on price on this page was read from gohighlevel.com/pricing itself. GoHighLevel does not publish a free plan. On 2026-10-11 the plan cards said 14 days free, and the page's own disclaimer said billing starts automatically unless you cancel, and phone, text, email, and AI usage fees can apply during the trial. Add-ons are extra. Some are billed per sub-account, some are a flat monthly fee, and WordPress hosting is per site. The same page also lists the certification program at $97 a month, online listings at $30 a month per sub-account, the premium prospecting tool at $29 a month per sub-account, and WordPress hosting from $10 a month per site. On 2026-10-12 the Unlimited card carried GoHighLevel's own Most Popular badge. This page does not treat that badge as a count of customers.
Source: https://www.gohighlevel.com/pricing, read 2026-10-19.
See GoHighLevel pricingQuestions people ask
What is the cheapest option here?
HubSpot is the cheapest option here - its free CRM is $0/mo for up to two users and up to 1,000 contacts. Zoho CRM is free too at $0/mo for up to 3 users. On paid plans the entry point is Pipedrive Lite at $24/mo per seat, or $14/mo per seat billed annually.
What should a single agent pay?
Nothing at first. A single agent can run HubSpot's free CRM at $0/mo, or pay $24/mo per seat - $14/mo billed annually - for Pipedrive Lite when the pipeline needs its own stages. Per-seat prices only start to matter once there is more than one seat.
Do I need a real-estate-specific CRM?
Not for the pipeline itself. HubSpot's deal pipeline and Pipedrive's 10 pipelines both run buyers, sellers and renters as separate sets of stages. A vertical CRM earns its price when you need listing data inside the CRM, which none of these four provides.
What does a team of three agents cost?
On Zoho CRM, Standard is $20/mo per user, or $14/mo per user billed annually. HubSpot Starter is $20/mo per seat, or $15/mo per seat billed annually. Pipedrive Lite is $24/mo per seat, or $14/mo per seat billed annually. GoHighLevel is $97/mo flat for unlimited users - the only one of the four whose bill does not grow with the team.
How often are these prices re-checked?
Every week, against the vendors' own pricing pages. The plan tables on this page are generated from the same dataset - HubSpot, Zoho CRM, Pipedrive and GoHighLevel - and the date at the top of the page is the last time every tool on it was confirmed.
Some links on this page are affiliate links. If you buy through one we may earn a commission at no extra cost to you. We do not accept payment for placement, and the price tables are generated from the same dataset we re-check weekly. Full disclosure. How we check prices.