In the 462nd episode of the Mail Right Show, Robert Newman and Jonathan Denwood discussed the best free CRM tools available for agents in 2025. Robert Newman is the CEO of Inbound REM, an inbound marketing firm, and has been in the real estate SEO business for over a decade. Meanwhile, Jonathan Denwood is the joint founder of Mail-Right, a CRM lead generative platform that provides a great website solution. The episode offers an in-depth analysis of various CRM platforms, highlighting their strengths, weaknesses, and suitability for real estate professionals. Robert Newman and Jonathan Denwood also touch on the misuse of the term “CRM” in the real estate digital marketing space and how these tools can be effectively utilized for managing customer interactions and marketing efforts.
What is a CRM?
A CRM, or Customer Relationship Management system, is designed to help salespeople keep track of customer interactions, important dates, and communication history. It ensures that users can easily recall past conversations and manage relationships effectively. However, in the real estate industry, the term “CRM” is often misused to describe tools that combine multiple functionalities, such as website building, marketing optimization, email campaigns, and SMS messaging. This broad usage can lead to confusion, as many platforms labeled as CRMs do not focus solely on customer relationship management.
1. AgileCRM
AgileCRM was launched in 2013 and offers many features, including sales management, marketing automation, and landing page creation. While it provides a comprehensive suite of tools for free, the platform is often difficult to navigate, and its interface can be confusing. The free version has limited functionality and may not work reliably. For example, some users have reported issues with form integrations and optimizations, especially with the free product. Due to its complexity and unreliable performance, AgileCRM is not recommended for most users.
2. ZohoCRM
ZohoCRM is a popular all-in-one platform with a free version with basic CRM functionalities. The free version is functional for storing customer records and tracking interactions, such as noting when a discount was promised, or a website was last maintained. However, the email-sending feature is limited in the free version, and the paid plans are not competitively priced. ZohoCRM also offers a wide range of products, which can be overwhelming for users. While the free version works, there are better alternatives available.
3. Bitrix24
Bitrix24 is a Russian-based platform that offers many features, including CRM, project management, and communication tools. The free version is fully functional, but the interface is outdated and looks like designs from the 1990s. The platform tries to do too much, which can make it challenging to use. For example, the user experience has been compared to Craigslist, and the design is not intuitive. Due to its poor user experience and outdated design, Bitrix24 is not recommended.
4. ClickUp
ClickUp is a modern platform that combines project management and CRM functionalities. It also offers a free version. The interface is user-friendly, and the free version is not limited in functionality. It integrates well with other tools like WordPress and offers templates specifically designed for real estate professionals. For instance, it includes features for managing sales conversations and tracking customer interactions. However, some users may find the automation features overly complex if not used carefully. Overall, ClickUp is highly recommended for its ease of use and comprehensive features.
5. HubSpot
HubSpot is a well-known CRM platform that offers a free version with robust features. It integrates seamlessly with WordPress and provides tools for email marketing, lead tracking, and customer management. The free version is highly functional for small businesses, offering features like US phone numbers for calling and texting. However, the pricing structure for paid plans is complex and can become expensive quickly. For example, upgrading to marketing or sales packages can cost hundreds of dollars per month. Despite the cost, HubSpot is a strong option for those who need advanced features.
6. EngageBay
EngageBay is a marketing-focused CRM platform with a free version that includes basic CRM and marketing tools. The interface is modern and easy to navigate, but the free version is limited to 250 contacts, which may not be sufficient for many users. The platform is relatively new and has received mixed reviews, with some users finding it useful for marketing purposes but lacking in advanced CRM functionalities. While it is a decent option, there are better free CRMs available agents can use.
