The right replacement depends on where your leads come from and who follows them up. If you generate leads online, look at platforms that pair a CRM with an IDX website. If your team already has lead sources, a team CRM or a brokerage system may fit better. Judge each one on how it captures, follows up and assigns a lead.
Who answers a new buyer enquiry at nine on a Sunday night: a person, an automatic email, or nobody? That question decides most real estate CRM choices, and it's the one to keep in mind if you're moving away from Zurple. Below are eight options for agents, teams and investors, grouped by the job each does best and then listed in no particular order.
None of these is a straight copy of another. Some bring their own lead generation and websites, some assume you already have leads and need them organised, and one is built around the paperwork side of a brokerage.
The lead handling test any Zurple swap should pass
Zurple's own homepage sums up its pitch as online lead generation joined to automatic, intelligent nurturing, so agents build better connections and win more clients. That's a fair description of what most agents want. The part worth testing in any replacement is the hand-off in the middle: when a lead fills in a form on a property site, does it land in the CRM by itself, get a first message without anyone lifting a finger, and reach the right agent on the team?
If any of those three steps needs someone to copy details across by hand, the system will slip the first busy weekend. Leads go cold within hours, and an agent who's showing houses all Saturday can't also be retyping phone numbers. So ask every vendor to show you that route live, with a test lead, not a slide.
Tools in this field split by who they're built for and how much you set up yourself. Some arrive with websites and ad tools ready, while others give you a clean CRM and expect you to plug in your own lead sources. Run the same real task through each before you decide.
Grouped by the job each one does
Lead generation with a website attached
Lofty, Real Geeks and BoomTown each combine a CRM with property search websites and lead generation. They suit agents who want leads to come from their own site and be followed up inside the same system, rather than stitching together a website builder, an ad account and a separate contact list.
Organising a team's follow-up
Follow Up Boss and Wise Agent lean towards keeping contacts and tasks in order for agents and teams who already have lead sources. If your leads come from portals, referrals and open houses, this is the group to start with, because the job is sorting and assigning, not generating.
Running a brokerage's records
Propertybase looks after listings, transactions and commissions as well as leads, which makes it more of a brokerage system than an agent's contact book. It's the one to look at if the back office matters as much as the front door.
Names to check in a demo
Chime CRM and CINC both come up when agents shop for lead follow-up software. Both names are also used by unrelated businesses, so make sure you're talking to the real estate product's own sales team, and ask to see lead capture, routing and automatic follow-up in a live demo before you commit.
Eight real estate CRMs side by side
| Tool | Built around | Good for |
|---|---|---|
| BoomTown | Lead generation and CRM | Teams wanting lead generation, CRM and a site together |
| Chime CRM | Real estate CRM | Agents adding one more CRM name to a shortlist |
| CINC | Real estate CRM | Lead generation shoppers who'll check the product in a demo |
| Follow Up Boss | Team CRM | Getting contacts and a whole team organised in one place |
| Lofty | All-in-one agent platform | CRM, IDX websites and lead generation under one login |
| Propertybase | Brokerage CRM | Brokerages tracking leads, listings, deals and commissions together |
| Real Geeks | CRM and agent website | Solo agents wanting lead tracking plus a personalised website |
| Wise Agent | Dedicated real estate CRM | Agents, teams and brokerages wanting a straightforward CRM |
Every option, A to Z
Alphabetical and in no particular order. Each description reflects what the vendor says about its own product.
BoomTown
Best for: Teams who want lead generation, a CRM and a real estate website from one supplier, which is how the vendor describes its own package.
Chime CRM
Best for: Agents adding one more real estate CRM name to a shortlist; ask for a live demo of lead capture and routing before you sign anything.
CINC
Best for: Lead generation shoppers who are happy to confirm the product in a demo first, since unrelated businesses trade under the same short name.
Follow Up Boss
Best for: Busy teams who need contacts organised and follow-up shared out; the vendor calls it an open platform rather than a plain CRM.
Lofty
Best for: Agents, teams and brokerages wanting CRM, IDX websites and lead generation in one platform, with AI agents the vendor says handle routine follow-up.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
Propertybase
Best for: Brokerages that want leads, listings, transactions and commissions in a single system; the vendor notes it runs on Salesforce and sits within Lone Wolf.
Real Geeks
Best for: Solo agents and small teams who want lead management, activity tracking and a personalised website bundled, as the vendor sets out on its homepage.
Wise Agent
Best for: Independent agents, teams and brokerages looking for a dedicated real estate CRM, which is how the vendor describes who it serves.
My advice for agents leaving Zurple
Don't start with the feature list. Start with your last ten leads and write down where each one came from, who spoke to it first and how long that took. That short audit tells you whether you need a tool that brings in leads or a tool that stops the ones you already have from slipping away, and those are two different shopping trips.
If most of your business comes from your own website and ads, the website-plus-CRM group will save you the most joining up. If it comes from referrals and portals, a team CRM is usually enough, and you keep your website wherever it lives now. Investors who buy rather than list have different needs again, so compare these with my guide to the best CRMs for real estate investors, and see my wider round-up of the best real estate CRM software for more agent options.
Whatever you pick, export your contacts and notes before you cancel anything, and check the file opens cleanly in a spreadsheet. Moving a database is the one step you can't redo once the old account has closed.
Questions to bring to every CRM demo
- Show me a test lead going from a website form into the CRM, with no manual step.
- What's the first message that lead receives, and can I edit it?
- How does the system decide which agent gets the lead, and can I change the rules?
- Can I import my existing contacts, notes and tags, and who does the import?
- If I leave, how do I export everything, and in what format?
- Which parts of the setup do you do for me, and which do I do myself?
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Frequently asked questions
What should a real estate CRM do with a new lead?
It should capture the lead automatically from your forms and portals, send a first response quickly, and assign it to the right agent. Anything that relies on someone copying details by hand will slip when you're busy.
Do I need a CRM that also builds my website?
Only if your own website is a main lead source. If most leads come from referrals or portals, a CRM that organises follow-up is usually enough, and you can keep your existing site.
Is a real estate CRM different from a general sales CRM?
Usually, yes. Real estate CRMs tend to include property search sites, listing alerts and transaction tracking, which a general sales CRM would need add-ons or custom setup to match.
How long does it take to move to a new real estate CRM?
The export and import can be quick, but rebuilding your follow-up messages, tags and lead routing rules takes longer. Plan for a short overlap where both systems run.
Can investors use the same CRM as listing agents?
Some do, but investors often track deals, sellers and properties differently from agents who list homes. Check that the tool fits how you find and buy property, not just how agents sell it.
