In 2025, the real estate market is faster, more competitive, and more digital than ever. Buyers expect instant property alerts, personalized communication, and seamless service. Agents and brokerages, meanwhile, juggle dozens of listings, hundreds of leads, and compliance requirements.
That’s where real estate CRM software with MLS integration and automation tools comes in. These next-gen platforms don’t just store contacts — they:
- Pull listings directly from the MLS into your CRM.
- Automate follow-ups and property alerts for buyers.
- Streamline transaction management from lead capture to closing.
This guide explores the top CRMs built for real estate professionals, with deep dives, case studies, and comparisons.
Why Real Estate Professionals Need MLS-Integrated CRMs
1. MLS Integration
The Multiple Listing Service is the backbone of real estate. With MLS integration, your CRM can:
- Pull in new listings automatically.
- Match leads with properties based on preferences.
- Update property status (active, pending, sold) in real time.
2. Automation Tools
- Lead routing: Assign new web leads to the right agent instantly.
- Drip campaigns: Nurture leads with automated emails or texts.
- Property alerts: Notify clients of new listings matching criteria.
- Task reminders: Never forget follow-ups, showings, or contract deadlines.
3. Transaction Visibility
End-to-end deal tracking: from first contact → property showings → contract → closing.
Top Real Estate CRMs with MLS Integration & Automation Tools (2025)
Here are the leading platforms trusted by agents, brokers, and teams.
1. LionDesk – Affordable All-in-One Real Estate CRM
Why It Stands Out
- Direct MLS integration pulls listings into CRM.
- Texting and video email built-in.
- Powerful drip campaign builder.
Study Case – Independent Agent
An agent managing 80+ leads/month used LionDesk:
- Auto-imported listings from MLS.
- Sent personalized property alerts to buyers.
- Used video emails for follow-ups.
Result: Conversion rate improved by 30%, and response times dropped by 50%.
Pricing: From $25/month.
Best For: Individual agents and small teams.
2. Follow Up Boss – Best for Lead Follow-Up Automation
Why It Stands Out
- Syncs with MLS + lead sources (Zillow, Realtor.com, Trulia).
- Smart Lists prioritize hot leads.
- Automation for email, text, and call reminders.
Study Case – Real Estate Team
A 10-agent team used Follow Up Boss:
- Integrated Zillow + MLS leads.
- Automated follow-ups triggered within 5 minutes.
- Smart Lists ranked leads most likely to convert.
Result: Team closed 20% more deals in 12 months.
Pricing: From $69/user/month.
Best For: Teams focused on fast lead response.
3. Wise Agent – Best Balance of MLS + Affordability
Why It Stands Out
- MLS integration for listings.
- Transaction management module.
- Automated drip campaigns + texting.
Study Case – Boutique Brokerage
- Pulled MLS listings into CRM.
- Automated reminders for closing deadlines.
- Used texting automation for client updates.
Result: Admin workload reduced by 40%, client satisfaction scores rose.
Pricing: $32/month (includes 5 users).
Best For: Brokerages seeking value + MLS automation.
4. Propertybase (Salesforce-Powered) – Enterprise-Grade Real Estate CRM
Why It Stands Out
- Built on Salesforce, tailored for real estate.
- MLS + IDX website integration.
- Advanced automation for leads, listings, and marketing.
Study Case – Large Brokerage
A 200-agent brokerage used Propertybase:
- Integrated MLS into a public IDX website + CRM.
- Automated property alerts + nurture sequences.
- Analytics dashboards forecasted agent performance.
Result: Lead-to-close time decreased by 22%, agent productivity improved by 18%.
Pricing: From ~$79/user/month.
Best For: Large brokerages and enterprise teams.
5. Zoho CRM for Real Estate – Best Customizable Affordable CRM
Why It Stands Out
- Custom modules for MLS data import.
- Automation workflows for buyer/seller journeys.
- Zia AI predicts lead conversion probability.
Study Case – Small Team
- Imported MLS data via API.
- Automated follow-up tasks and drip campaigns.
- AI flagged high-intent leads.
Result: Closed 25% more transactions with the same team size.
Pricing: From $14/user/month.
Best For: Budget-conscious agents needing flexibility.
6. Top Producer CRM – Best for Long-Term Nurturing
Why It Stands Out
- MLS/IDX integration.
- Long-term nurture campaigns (1–2 years).
- Listing alerts + social media automation.
Study Case – Veteran Realtor
- Used Top Producer to nurture cold leads for 18 months.
- MLS synced daily to keep property alerts current.
- Automated milestone emails (holidays, anniversaries).
Result: Generated 15% of annual sales from long-term nurtured leads.
Pricing: From $40/month.
Best For: Agents who work long-term pipelines.
Comparison Table – Real Estate CRMs with MLS + Automation
| CRM Platform | MLS Integration | Automation Tools | Pricing (Starting) | Best For |
|---|---|---|---|---|
| LionDesk | Yes | Drip campaigns, video email | $25/mo | Solo agents |
| Follow Up Boss | Yes | Smart Lists, lead routing | $69/user/mo | Teams |
| Wise Agent | Yes | Transaction mgmt, texting | $32/mo (5 users) | Brokerages |
| Propertybase | Yes (IDX) | Enterprise workflows, analytics | $79/user/mo | Large firms |
| Zoho CRM (Real Estate) | Via API | Workflows, AI scoring | $14/user/mo | SMBs |
| Top Producer | Yes | Long-term nurture automation | $40/mo | Realtors nurturing cold leads |
How to Choose the Right Real Estate CRM
- Agent vs. Brokerage
- Solo → LionDesk, Wise Agent.
- Teams → Follow Up Boss.
- Enterprise → Propertybase.
- Budget
- Low cost → Zoho, LionDesk.
- Premium enterprise → Salesforce Propertybase.
- Lead Source Mix
- Heavy on Zillow/Realtor.com leads → Follow Up Boss.
- Long nurture cycles → Top Producer.
- Automation Needs
- Short-term drip + video email → LionDesk.
- Full MLS/IDX website + analytics → Propertybase.
Final Verdict – Best Real Estate CRM with MLS Integration
- Best All-in-One Affordable CRM → LionDesk
- Best for Teams & Fast Lead Response → Follow Up Boss
- Best Value for Brokerages → Wise Agent
- Best Enterprise CRM → Propertybase (Salesforce-powered)
- Best Customizable Affordable Option → Zoho CRM for Real Estate
- Best for Long-Term Lead Nurturing → Top Producer
👉 The takeaway: In real estate, speed and personalization win deals. A CRM with MLS integration + automation tools ensures agents deliver listings faster, nurture smarter, and close more transactions.
FAQs – Real Estate CRMs with MLS Integration
Q1: Why is MLS integration important in CRM?
It ensures real-time property data flows directly into your CRM, keeping buyers updated and agents efficient.
Q2: Which real estate CRM is most affordable?
Zoho CRM ($14/user/mo) and LionDesk ($25/mo).
Q3: Which CRM is best for teams?
Follow Up Boss — built for collaboration and lead routing.
Q4: Can real estate CRMs replace IDX websites?
Some like Propertybase integrate IDX into both websites and CRM.
Q5: Which CRM is best for long-term nurturing?
Top Producer specializes in nurturing leads for 12–24 months.