I’ve been using Contractually for the past 4 years. It’s a great CRM with lots of functionality way beyond what I typically use. I am happy with how it performs.

However, it has become expensive. They charge a monthly fee of $69. It’s cheaper if you pre-pay around $500 for a year.

In February, Contractually was acquired by Compass.

So, I decided it’s time to find another CRM with more Realtor friendly pricing that’s not owned by a competing national brokerage.

During my research of CRM’s, I realized that most offer a “free” version or a “free” trial. Once you convert your data and get hooked you have no choice but to pay their monthly fees.

Trust me, it’s not easy to switch.

CRM Basics

CRM stands for Customer Relationship Management system. A CRM is more than a simple database.

If you just want to organize your contacts, you could simply use a spread sheet or Google.

That’s not sufficient for nurturing every lead, past client, and referral partner in your database.

You need features that allow you to automate marketing and track every interaction.

5 Important CRM Features

Here are the features you should look for in a modern CRM:

Mobile App: You will use your CRM mostly on your smartphone. That’s why an easy-to-use app is critical.

Integrated Communication: You want to track all your communication (calls, texts, emails) in one system. Most CRMs require add-ons to accomplish this for an extra fee.

Sales Pipeline: You must be able to display a deal pipeline, so you can easily follow each lead. This is an important tool for predicting your income.

Automations: A modern CRM should allow you to automatically respond to new leads when they register, send birthday wishes to your contacts, remind you when to follow up, and start a new drip campaign if a lead moves to the next stage in the deal pipeline.

Listing Integration: A real estate CRM must integrate with the MLS and offer you a website and landing pages. It should track client searches and notify you when a lead saves a listing.

What Are Your Options? ​

A smart guy once said, “the best CRM is the one you actually use.”

That is certainly true. There’s no need to invest time and money if you don’t use the software.

Here are the 2 options I am considering:

The HubSpot CRM seems to be the best of the free CRMs. There’s no fee forever for their basic version. They have a good mobile app that integrates with your phone’s texting and calling features. But it lacks real estate functionality.

My other option is to use Booj, the new CRM developed by RE/MAX. It should have all the features I want once it’s fully released in January. And, there’s no cost as we are already ​with RE/MAX.