CRM for real estate brokers: 2026 prices and lead routing

A brokerage CRM has to do three things a solo agent’s doesn’t: route new leads to the right agent automatically, let the broker see every agent’s pipeline, and price sensibly as the roster grows. Of the 10 real estate CRMs we checked on November 2, 2026, only four publish prices (Follow Up Boss, Sierra Interactive, Real Geeks and Wise Agent); every plan labeled for brokers or brokerages asks you to book a demo. Below: what the published ones cost for a 10-person office, how lead routing and lead ponds work, and where a general CRM like ours fits and falls short.

If you’re a solo agent, this isn’t your post; start with the best CRM for real estate agents.

What does a brokerage need that an agent’s CRM doesn’t?

• Lead routing. A new lead from Zillow, your website or a sign call goes to an agent by rule: round robin (one by one, in turn), by ZIP code or price, or first to claim it.
• Lead ponds. Leads an agent lets go cold move to a shared pool where another agent can pick them up, so a paid lead isn’t wasted.
• Broker visibility. You see every agent’s leads, follow-up and deals; agents see their own.
• Seat pricing that scales. Per-user pricing is fine at 5 agents and painful at 40.
• Back office. Commission splits, transaction files and compliance usually live in a separate back-office tool, not the CRM.

What do brokerage CRMs cost?

From each vendor’s own pricing page, November 2, 2026:

The demo-only group includes the platforms most often pitched to brokerages. Lofty has a “Broker” plan, CINC calls itself “an enterprise solution for rapidly expanding brokerages,” and BoldTrail (formerly kvCORE) is often provided to agents by their brokerage. Ask each for the price per agent, the setup fee and the contract length in writing.

What would a 10-person brokerage pay?

Using only the published prices above, for 10 users (the broker counts as one), paying monthly unless noted:

Real Geeks and Sierra get cheaper per user as you add more (Real Geeks drops to $10 a user from 11, Sierra’s Growth plan to $10 from 11). At 25 users the gap widens: Follow Up Boss Pro is $499 + 15 × $49 = $1,234 a month, Platform is $1,000, and Wise Agent moves to custom pricing.

Price isn’t the deciding factor if your agents work paid portal leads. Then routing speed and ponds are what earn the money back, and Follow Up Boss, Sierra and Real Geeks all advertise them.

How does lead routing work, and do you need it?

Round robin hands each new lead to the next agent in line. Rules-based routing sends a lead by ZIP code, price range or source, so your luxury agent gets the $2 million listing inquiry. First-to-claim alerts several agents and gives the lead to whoever responds first. A lead pond catches leads an agent hasn’t worked in a set number of days.

You need routing if leads arrive faster than you can hand them out by hand: portal leads, paid ads, a busy website. If most of your business is agents’ own sphere and referrals, a CRM where you assign leads by hand works fine, and you can skip paying for routing.

Where does Stack Space fit for a brokerage?

Stack Space is a general CRM with an AI receptionist built in, not a real estate platform, so here’s the plain version.

What it does: unlimited seats on Professional ($355 a month) or up to 10 on Starter ($125). A real estate template sets up a lead-to-closing pipeline. The receptionist answers the office line 24/7 within the plan’s minutes and books showings or listing appointments, and a team calendar can hand bookings out to whoever has the fewest upcoming appointments. Customers and deals can be assigned to an agent by hand, and each role’s access is set page by page.

What it doesn’t do: automatic lead routing (no round robin, ZIP or price rules, or ponds for new leads), limit an agent to only their own leads, IDX or MLS search on your website, commission splits, transaction management or recruiting tools. If your office runs on portal leads and agent accountability reports, Follow Up Boss, Lofty or BoldTrail plus a back-office tool will serve you better.

It fits a small, referral-heavy brokerage that loses business to missed calls more than to slow lead routing. There’s no free trial; plans are month to month.

FAQ

What is the best CRM for a real estate brokerage? It depends on your lead flow. Brokerages working paid portal leads usually need routing and ponds (Follow Up Boss, Sierra Interactive, Real Geeks, or demo-priced platforms like Lofty and BoldTrail). Referral-based offices can use a simpler CRM and assign leads by hand.

How much does a brokerage CRM cost per agent? Among CRMs that publish prices in November 2026, from about $7 a user a month (Wise Agent, on shared logins) to about $70 (Follow Up Boss Grow, or Sierra’s Growth plan billed annually), for a 10-person office. Platforms marketed to brokerages mostly quote after a demo.

What is a lead pond in real estate? A shared pool for leads an agent hasn’t worked. After a set time, the lead moves to the pond so another agent can claim it, which keeps paid leads from going cold.

Does my brokerage’s CRM handle commissions? Usually not. Commission splits and transaction files live in back-office software such as Brokermint or Lone Wolf, which some brokerages buy alongside the CRM.