# Best Enterprise Real Estate Marketing Software *By [Neya Kumaresan](https://research.g2.com/insights/author/neya-kumaresan)* Products classified in the overall Real Estate Marketing category are similar in many regards and help companies of all sizes solve their business problems. However, enterprise business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Enterprise Business Real Estate Marketing to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Enterprise Business Real Estate Marketing category. In addition to qualifying for inclusion in the Real Estate Marketing Software category, to qualify for inclusion in the Enterprise Business Real Estate Marketing Software category, a product must have at least 10 reviews left by a reviewer from an enterprise business. ## Top Real Estate Marketing Software at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [AppFolio](https://www.g2.com/products/appfolio/reviews) | 4.6/5.0 (1,020 reviews) | Vacancy syndication with end-to-end leasing workflows | "[Makes my job so much easier!!!](https://www.g2.com/survey_responses/appfolio-review-7805718)" | | 2 | [TurboTenant](https://www.g2.com/products/turbotenant/reviews) | 4.5/5.0 (94 reviews) | Rental listing syndication with end-to-end leasing | "[Consistent Workflows and Reliable Reporting in One Dashboard](https://www.g2.com/survey_responses/turbotenant-review-12561590)" | | 3 | [Fello](https://www.g2.com/products/fello-fello/reviews) | 4.8/5.0 (114 reviews) | Seller lead scoring and database nurture automation | "[Thrilled with Our Investment—Amazing Customer Success Partner, Real Listing Results](https://www.g2.com/survey_responses/fello-review-12346935)" | | 4 | [Luxury Presence](https://www.g2.com/products/luxury-presence/reviews) | 4.3/5.0 (24 reviews) | Luxury real estate brand presence with SEO-driven lead generation | "[A Beautiful, High-Performing Real Estate Website Platform](https://www.g2.com/survey_responses/luxury-presence-review-12007999)" | | 5 | [BoldTrail](https://www.g2.com/products/boldtrail/reviews) | 4.5/5.0 (1,480 reviews) | Automated lead nurturing with real estate CRM | "[Effortless Lead Management with BoldTrail](https://www.g2.com/survey_responses/boldtrail-review-12913989)" | | 6 | [Yardi RENTCafe](https://www.g2.com/products/yardi-rentcafe/reviews) | 4.0/5.0 (45 reviews) | Yardi-native leasing and resident lifecycle marketing | "[Senior Area Director](https://www.g2.com/survey_responses/yardi-rentcafe-review-11699085)" | | 7 | [BatchLeads](https://www.g2.com/products/batchleads/reviews) | 4.8/5.0 (147 reviews) | Off-market lead generation with integrated skip-tracing | "[Efficient Lead Management, But Data Updates and Costs Need Improvement](https://www.g2.com/survey_responses/batchleads-review-11870777)" | | 8 | [TenantCloud](https://www.g2.com/products/tenantcloud/reviews) | 4.4/5.0 (285 reviews) | Vacancy syndication with end-to-end leasing workflows | "[Streamlined my business](https://www.g2.com/survey_responses/tenantcloud-review-5088973)" | | 9 | [Smarter Contact](https://www.g2.com/products/smarter-contact/reviews) | 4.9/5.0 (86 reviews) | High-volume SMS outreach for motivated-seller prospecting | "[Time saving SMS marketing with great verification and filtering](https://www.g2.com/survey_responses/smarter-contact-review-12397905)" | | 10 | [Buildium](https://www.g2.com/products/buildium/reviews) | 4.4/5.0 (260 reviews) | Vacancy syndication with centralized lease-to-tenant workflows | "[Smooth Setup, Effective Leasing & Screening](https://www.g2.com/survey_responses/buildium-review-11954685)" | ## How Many Real Estate Marketing Software Products Does G2 Track? **Total Products under this Category:** 194 ### Category Stats (Jun 2026) - **Average Rating**: 4.32/5 (↑0.01 vs May 2026) The average rating of products in this category, based on all submitted ratings - **Top Trending Product**: ActivePipe (+1.29%) - Among all products in this category, ActivePipe recorded the largest rating increase compared to last month *Last updated: June 30, 2026* ## How Does G2 Rank Real Estate Marketing Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 7,400+ Authentic Reviews - 194+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## What Are the Top-Rated Real Estate Marketing Software Products in 2026? ### 1. [BoldTrail](https://www.g2.com/products/boldtrail/reviews) BoldTrail combines the Inside Real Estate portfolio of solutions into one cohesive ecosystem, powering and streamlining your workflow to drive maximum productivity. It’s the next generation platform, built to fuel your entire business with powerful technology plus the consultative service, support and community you need to thrive. BoldTrail is not only our new brand, but a new vehicle for Inside Real Estate to combine capabilities, including front office, back office, business intelligence and recruiting, to better serve you, the real estate professional. **Average Rating:** 4.5/5.0 **Total Reviews:** 1,480 **How Do G2 Users Rate BoldTrail?** - **Has the product been a good partner in doing business?:** 8.1/10 (Category avg: 8.7/10) - **Operability:** 8.1/10 (Category avg: 8.0/10) - **Brand Management:** 8.1/10 (Category avg: 7.8/10) - **Communication Management:** 8.3/10 (Category avg: 7.8/10) **Who Is the Company Behind BoldTrail?** - **Seller:** [Inside Real Estate](https://www.g2.com/sellers/inside-real-estate) - **Company Website:** https://insiderealestate.com - **Year Founded:** 2015 - **HQ Location:** Murray, Utah - **Twitter:** @IRE_Blogs (4,863 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/651176/ (455 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Realtor, Real Estate Agent - **Top Industries:** Real Estate, Commercial Real Estate - **Company Size:** 54% Small-Business, 25% Enterprise #### What Are BoldTrail's Pros and Cons? **Pros:** - Centralization (18 reviews) - Features (15 reviews) - Automation (13 reviews) - Ease of Use (13 reviews) - Lead Generation (12 reviews) **Cons:** - Difficult Usability (10 reviews) - Learning Curve (9 reviews) - Difficult Learning (5 reviews) - Expensive (5 reviews) - Difficult Learning Curve (4 reviews) ### What Do G2 Reviewers Say About BoldTrail? *AI-generated summary from verified user reviews* **Pros:** - Users value the **centralized management** of contacts in BoldTrail, facilitating effective business operations with ease. - Users love the **user-friendly interface** of BoldTrail, appreciating its comprehensive features and seamless integration capabilities. - Users love the **total automation** features of BoldTrail, simplifying lead generation and enhancing campaign management. - Users praise the **ease of use** of BoldTrail, highlighting its user-friendly interface and effective AI assistance. - Users praise BoldTrail for its **efficient lead generation capabilities** , appreciating the seamless dashboard and automation features. **Cons:** - Users find the **difficult usability** of BoldTrail hinders productivity and complicates the learning process for new users. - Users find the **learning curve challenging** , as mastering all the features can feel overwhelming and complex. - Users find BoldTrail **difficult to learn** , citing challenges with user-friendliness and navigating its features for productivity. - Users find BoldTrail to be **expensive** , wishing for more affordable options for lead generation and agent additions. - Users find the **difficult learning curve** of BoldTrail overwhelming, making it challenging to utilize its features effectively. #### What Are Recent G2 Reviews of BoldTrail? **"[Effortless Lead Management with BoldTrail](https://www.g2.com/survey_responses/boldtrail-review-12913989)"** **Rating:** 5.0/5.0 stars *— Denise H.* [Read full review](https://www.g2.com/survey_responses/boldtrail-review-12913989) --- **"[The site is east to navigate. It surprises me all the time with new functions. ](https://www.g2.com/survey_responses/boldtrail-review-6870651)"** **Rating:** 4.5/5.0 stars *— ellen a.* [Read full review](https://www.g2.com/survey_responses/boldtrail-review-6870651) --- #### What Are G2 Users Discussing About BoldTrail? - [I'm struggling to understand kvCORE's lead generation and nurturing tools. Can someone explain them to me?](https://www.g2.com/discussions/i-m-struggling-to-understand-kvcore-s-lead-generation-and-nurturing-tools-can-someone-explain-them-to-me) - [What is kvCORE used for?](https://www.g2.com/discussions/what-is-kvcore-used-for) - 1 comment - [What is BoomTown used for?](https://www.g2.com/discussions/what-is-boomtown-used-for) - [What is CORE ListingMachine used for?](https://www.g2.com/discussions/what-is-core-listingmachine-used-for) - [What is the meaning of BoomTown?](https://www.g2.com/discussions/what-is-the-meaning-of-boomtown) ### 2. [Lofty](https://www.g2.com/products/lofty-lofty/reviews) Lofty is an award-winning, all-in-one marketing, lead generation, and customer relationship management (CRM) platform built specifically for real estate professionals — from solo agents and growing teams to large brokerages. Designed to automate marketing, boost productivity, and streamline sales workflows, Lofty empowers users to capture, nurture, and convert leads into closed transactions more efficiently. Powered by advanced AI, Lofty's AI Workforce delivers intelligent automation, predictive insights, and virtual assistant capabilities, ensuring that agents never miss an opportunity. With more than 33 built-in lead generation methods, cross-platform 360° marketing, brand advertising, and hyper-local automation tools like Lofty Bloom, the platform helps real estate businesses scale their client base and maximize ROI. A key differentiator is Lofty’s IDX-integrated, SEO-optimized websites, which seamlessly sync with the CRM. This integration ensures that lead data flows directly into your pipeline, enabling personalized follow-ups, automated nurturing, and real-time engagement tracking — all from one central platform. Combined with tools like AI Copilot, social media automation, Dynamic CMA presentations, a power dialer, and complete transaction management, Lofty simplifies every step of the sales cycle. Trusted by top agents, teams, and brokerages nationwide, Lofty brings marketing, lead generation, client engagement, and deal management together in a single, mobile-friendly solution built to accelerate growth and close more transactions. **Average Rating:** 4.3/5.0 **Total Reviews:** 398 **How Do G2 Users Rate Lofty?** - **Has the product been a good partner in doing business?:** 8.1/10 (Category avg: 8.7/10) - **Operability:** 8.5/10 (Category avg: 8.0/10) - **Brand Management:** 8.0/10 (Category avg: 7.8/10) - **Communication Management:** 8.2/10 (Category avg: 7.8/10) **Who Is the Company Behind Lofty?** - **Seller:** [Lofty](https://www.g2.com/sellers/lofty) - **Company Website:** https://www.lofty.com/ - **Year Founded:** 2016 - **HQ Location:** Phoenix, Arizona - **LinkedIn® Page:** https://linkedin.com/company/loftyplatform (138 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Realtor, Real Estate Agent - **Top Industries:** Real Estate, Commercial Real Estate - **Company Size:** 83% Small-Business, 10% Mid-Market #### What Are Lofty's Pros and Cons? **Pros:** - Ease of Use (19 reviews) - Features (16 reviews) - Integrations (10 reviews) - Customization (9 reviews) - Lead Generation (9 reviews) **Cons:** - Poor Customer Support (11 reviews) - Missing Features (9 reviews) - Learning Curve (8 reviews) - AI Inefficiency (6 reviews) - Not User-Friendly (6 reviews) ### What Do G2 Reviewers Say About Lofty? *AI-generated summary from verified user reviews* **Pros:** - Users find Lofty to be **exceptionally user-friendly** , making it easy to manage all real estate tasks in one place. - Users appreciate the **ease of use and extensive built-in features** of Lofty, enhancing their overall experience. - Users love the **seamless integrations** of Lofty, allowing everything to work together effortlessly on one platform. - Users love the **customization options** in Lofty, enabling seamless integration and tailored solutions for their business needs. - Users appreciate the **effective lead generation** capabilities of Lofty, significantly enhancing client relationship management for realtors. **Cons:** - Users report **poor customer support** from Lofty, with unresponsive service and inadequate assistance during critical issues. - Users find **missing critical features** in Lofty's tools, affecting performance and overall user experience significantly. - Users find the **steep learning curve** of Lofty daunting, as mastering its complex features requires time and training. - Users note that **AI inefficiency** hinders performance, with slow responses and disappointing features affecting overall experience. - Users feel that Lofty is **not user-friendly** , citing poor UI and a difficult learning curve affecting efficiency. #### What Are Recent G2 Reviews of Lofty? **"[User-Friendly Platform with Strong Customer Service](https://www.g2.com/survey_responses/lofty-review-12941579)"** **Rating:** 5.0/5.0 stars *— Jyoti G.* [Read full review](https://www.g2.com/survey_responses/lofty-review-12941579) --- **"[Smart CRM Features Boost Consistency but Need Refinement](https://www.g2.com/survey_responses/lofty-review-12640627)"** **Rating:** 4.5/5.0 stars *— Linda M.* [Read full review](https://www.g2.com/survey_responses/lofty-review-12640627) --- ### 3. [BoomTown](https://www.g2.com/products/boomtown/reviews) BoomTown, the only solution that generates and manages leads. Expert lead generation, consumer websites, CRM, in-house lead qualification services, and more, in flexible packages that scale. **Average Rating:** 4.7/5.0 **Total Reviews:** 564 **How Do G2 Users Rate BoomTown?** - **Has the product been a good partner in doing business?:** 9.3/10 (Category avg: 8.7/10) - **Operability:** 8.4/10 (Category avg: 8.0/10) - **Brand Management:** 8.4/10 (Category avg: 7.8/10) - **Communication Management:** 8.4/10 (Category avg: 7.8/10) **Who Is the Company Behind BoomTown?** - **Seller:** [Inside Real Estate](https://www.g2.com/sellers/inside-real-estate) - **Company Website:** https://insiderealestate.com - **Year Founded:** 2015 - **HQ Location:** Murray, Utah - **Twitter:** @IRE_Blogs (4,863 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/651176/ (455 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Realtor, Real Estate Agent - **Top Industries:** Real Estate - **Company Size:** 78% Small-Business, 19% Mid-Market #### What Are BoomTown's Pros and Cons? **Pros:** - Ease of Use (8 reviews) - Lead Generation (4 reviews) - Lead Management (4 reviews) - Contact Management (3 reviews) - Organization (3 reviews) **Cons:** - Update Issues (3 reviews) - Email Issues (2 reviews) - Outdated Design (2 reviews) - Outdated Technology (2 reviews) - Poor Lead Quality (2 reviews) ### What Do G2 Reviewers Say About BoomTown? *AI-generated summary from verified user reviews* **Pros:** - Users appreciate the **ease of use** of BoomTown, finding it manageable and engaging for all agents. - Users appreciate the **effective lead generation** of BoomTown, making it easy to manage and engage with leads. - Users find BoomTown's **lead management system easy and engaging** , effectively streamlining lead conversion and follow-up tasks. - Users appreciate the **effective organization with tags** in BoomTown, enhancing lead management and task tracking. - Users love the **organization capabilities** of BoomTown, enhancing their database management and personalization efforts. **Cons:** - Users express concerns over **update issues** , feeling the system lacks innovation and has outdated functionality. - Users face **email issues** with BoomTown, particularly difficulty incorporating graphics and concerns about outdated technology. - Users find the **design outdated** , longing for a more modern interface and improved functionality in BoomTown. - Users find the **outdated technology** of BoomTown detrimental, wishing for a more modern and efficient interface. - Users report encountering **poor lead quality** with fake leads, complicating their experience and wasting time. #### What Are Recent G2 Reviews of BoomTown? **"[The Best CRM and website I have ever seen](https://www.g2.com/survey_responses/boomtown-review-6485921)"** **Rating:** 5.0/5.0 stars *— Laura H.* [Read full review](https://www.g2.com/survey_responses/boomtown-review-6485921) --- **"[User-Friendly that keeps clients engaged](https://www.g2.com/survey_responses/boomtown-review-7955665)"** **Rating:** 5.0/5.0 stars *— Megan S.* [Read full review](https://www.g2.com/survey_responses/boomtown-review-7955665) --- ### 4. [Market Leader](https://www.g2.com/products/market-leader/reviews) A pioneer in real estate lead generation and customer relationship management systems, Market Leader uniquely offers the power of several cutting-edge tools in one seamless solution – including a lead-generating website, full-featured marketing center, and robust CRM – with automated technology to simplify and grow your business. More than just an impression, Market Leader’s leads products distinctively offer a guaranteed number of exclusive monthly leads, not shared with other agents. **Average Rating:** 3.2/5.0 **Total Reviews:** 255 **How Do G2 Users Rate Market Leader?** - **Has the product been a good partner in doing business?:** 7.1/10 (Category avg: 8.7/10) - **Operability:** 5.0/10 (Category avg: 8.0/10) - **Brand Management:** 4.4/10 (Category avg: 7.8/10) - **Communication Management:** 4.5/10 (Category avg: 7.8/10) **Who Is the Company Behind Market Leader?** - **Seller:** [Market Leader](https://www.g2.com/sellers/market-leader) - **Year Founded:** 1999 - **HQ Location:** Bellevue, WA - **Twitter:** @Market_Leader (11,487 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/327454/ (197 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Realtor, Real Estate Agent - **Top Industries:** Real Estate - **Company Size:** 67% Small-Business, 17% Mid-Market #### What Are Market Leader's Pros and Cons? **Pros:** - Lead Generation (1 reviews) **Cons:** - Poor Customer Support (4 reviews) - Poor Lead Quality (4 reviews) - Not User-Friendly (2 reviews) - Phone Number Issues (2 reviews) - Billing Issues (1 reviews) ### What Do G2 Reviewers Say About Market Leader? *AI-generated summary from verified user reviews* **Pros:** - Users appreciate the **quality leads** generated by Market Leader, offering detailed information and reliable contact data. **Cons:** - Users express frustration with **poor customer support** , citing misleading claims and unhelpful service throughout their experience. - Users report **poor lead quality** , receiving irrelevant and unverified leads, leading to frustration and distrust of the service. - Users find Market Leader **not user-friendly** due to misleading leads, poor customer service, and deceptive cancellation policies. - Users report significant issues with **missing phone numbers** , leading to unethical practices and inefficiencies in real estate leads. - Users express frustration over **billing issues** , citing unresponsive support and failure to deliver promised leads or refunds. #### What Are Recent G2 Reviews of Market Leader? **"[Collaborating Marketing and Real Estate for a Win](https://www.g2.com/survey_responses/market-leader-review-9809846)"** **Rating:** 5.0/5.0 stars *— Tammy A.* [Read full review](https://www.g2.com/survey_responses/market-leader-review-9809846) --- **"[Great results and wonderful support from Market Leader](https://www.g2.com/survey_responses/market-leader-review-9911857)"** **Rating:** 5.0/5.0 stars *— Tina H.* [Read full review](https://www.g2.com/survey_responses/market-leader-review-9911857) --- #### What Are G2 Users Discussing About Market Leader? - [What is Market Leader used for?](https://www.g2.com/discussions/what-is-market-leader-used-for) - [How much are market maker leads?](https://www.g2.com/discussions/how-much-are-market-maker-leads) - 1 comment - [Is Facebook a market leader?](https://www.g2.com/discussions/is-facebook-a-market-leader) - [Do market leaders work?](https://www.g2.com/discussions/do-market-leaders-work) - 3 comments - [What does a market leader do?](https://www.g2.com/discussions/what-does-a-market-leader-do) - 1 comment ### 5. [IXACT Contact Real Estate CRM](https://www.g2.com/products/ixact-contact-real-estate-crm/reviews) IXACT Contact is an easy-to-use real estate CRM that gives you all the tools you need to manage your contact information, keep in touch communications, active business, and online presence. All in a single, easy-to-use solution. With our unique marketing automation and content, IXACT Contact helps you become the real estate professional that past clients never forget and prospects choose to work with. Agents who use IXACT Contact see an average increase in their GCI of 55%. **Average Rating:** 4.5/5.0 **Total Reviews:** 260 **How Do G2 Users Rate IXACT Contact Real Estate CRM?** - **Has the product been a good partner in doing business?:** 9.0/10 (Category avg: 8.7/10) - **Operability:** 10.0/10 (Category avg: 8.0/10) - **Brand Management:** 9.2/10 (Category avg: 7.8/10) - **Communication Management:** 10.0/10 (Category avg: 7.8/10) **Who Is the Company Behind IXACT Contact Real Estate CRM?** - **Seller:** [IXACT Contact Solutions](https://www.g2.com/sellers/ixact-contact-solutions) - **HQ Location:** Toronto, Canada - **LinkedIn® Page:** https://www.linkedin.com/company/464865/ (6 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** Realtor, Real Estate Agent - **Top Industries:** Real Estate - **Company Size:** 77% Small-Business, 18% Mid-Market #### What Are IXACT Contact Real Estate CRM's Pros and Cons? **Pros:** - AI Integration (1 reviews) - Client Communication (1 reviews) - Contact Management (1 reviews) - CRM Quality (1 reviews) - Customer Support (1 reviews) ### What Do G2 Reviewers Say About IXACT Contact Real Estate CRM? *AI-generated summary from verified user reviews* **Pros:** - Users value the **seamless AI integration** of IXACT Contact, enhancing their productivity and client management effortlessly. - Users appreciate the **effective client communication tools** in IXACT Contact, enhancing daily interactions and accountability with clients. - Users value the **easy contact management** in IXACT Contact, enhancing their efficiency in client interactions and follow-ups. - Users appreciate the **user-friendly contact management** of IXACT Contact, facilitating efficient follow-ups and task organization. - Users praise the **responsive customer support** of IXACT Contact, enhancing their daily CRM experience and workflow efficiency. #### What Are Recent G2 Reviews of IXACT Contact Real Estate CRM? **"[Fantastic all in one CRM](https://www.g2.com/survey_responses/ixact-contact-real-estate-crm-review-8931619)"** **Rating:** 5.0/5.0 stars *— Verified User in Real Estate* [Read full review](https://www.g2.com/survey_responses/ixact-contact-real-estate-crm-review-8931619) --- **"[Great CRM for Beginers and Pros!Great CRM for Beginers and Pros!"](https://www.g2.com/survey_responses/ixact-contact-review-941056)"** **Rating:** 5.0/5.0 stars *— Hugo S.* [Read full review](https://www.g2.com/survey_responses/ixact-contact-review-941056) --- #### What Are G2 Users Discussing About IXACT Contact Real Estate CRM? - [What is IXACT Contact Real Estate CRM used for?](https://www.g2.com/discussions/what-is-ixact-contact-real-estate-crm-used-for) - [What is the best CRM system for real estate?](https://www.g2.com/discussions/what-is-the-best-crm-system-for-real-estate) - [How do I cancel my subscription to Ixact?](https://www.g2.com/discussions/how-do-i-cancel-my-subscription-to-ixact) - [What is CRM software in real estate?](https://www.g2.com/discussions/what-is-crm-software-in-real-estate) - 1 comment - [What is Ixact contact?](https://www.g2.com/discussions/what-is-ixact-contact) - 1 comment ## What Is Real Estate Marketing Software? [Real Estate Software](https://www.g2.com/categories/real-estate) ## What Software Categories Are Similar to Real Estate Marketing Software? - [Real Estate Activities Management Software](https://www.g2.com/categories/real-estate-activities-management) - [Property Management Software](https://www.g2.com/categories/property-management) - [Real Estate CRM Software](https://www.g2.com/categories/real-estate-crm) --- ## How Do You Choose the Right Real Estate Marketing Software? ### What You Should Know About Real Estate Marketing Software ### What is Real Estate Marketing Software? Real estate marketing software helps real estate professionals (e.g., agents, realtors, brokers, investors, and portfolio owners) market their properties better, build brand awareness, and develop relationships with buyers. The software also cuts costs on extraneous outreach efforts, focuses marketing efforts via analysis on leads, and automates manual tasks like data collection and notification settings. Real estate marketing software makes it possible for real estate agents and agencies to stay ahead of the competition as well as take advantage of existing technology to make the most of their own time and their clients'. Real estate marketing software also enables the management and effective wielding of the agent’s sphere of influence (SOI), ensuring their successful closings result in an enriched pipeline of clients. ### What are the Common Features of Real Estate Marketing Software? The functionality of real estate marketing software can run the gamut, from simple listing optimization software to comprehensive channel management to synchronizing physical and digital marketing efforts. Below are a handful of features that are common across any type of real estate marketing solution: **Image uploading and editing:** Users can edit, create, and upload high-quality, professional-looking images to the website, email campaign, social media channel, or other advertising systems. Ensuring that all listed properties are marketed with appealing photos can go a long way in driving more sales. **Virtual media tours:** Users can provide 3D or panoramic images to showcase available units and include short video tours that walk through room layouts as well. **Website personalization:** Real estate marketing products typically offer some level of website design and content management system functionality, simplifying the website creation process. Some solutions add IDX APIs to their website management functionality, making it easier to capture leads and advertise new property listings. **Lead management:** Supported by lead scoring and grading features, users can automate drip marketing campaigns that send relevant messages over time based on prospect behaviors and predefined campaign steps. Automated behavior tracking then tracks the emails a prospect opens and clicks, the web pages they visit, and the keywords they use. All of these lead management tools allow businesses to collect and analyze prospect data without having to manually assess each customer lead. **Built-in or integrated CRM:** Some real estate marketing solutions offer CRM natively, while others can integrate with a dedicated [real estate CRM software](https://www.g2.com/categories/real-estate-crm). Users can capitalize on aggregated leads collected as a result of successful marketing campaigns and make smarter business decisions based on available prospect demographic data. Other Features of Real Estate Marketing Software: [IDX Website Capabilities](https://www.g2.com/categories/real-estate-marketing/f/idx-website), [MLS Integration Capabilities](https://www.g2.com/categories/real-estate-marketing/f/mls-integration), [SEO Strategization Capabilities](https://www.g2.com/categories/real-estate-marketing/f/seo-strategization), [Website Builder Capabilities](https://www.g2.com/categories/real-estate-marketing/f/website-builder) ### What are the Benefits of Real Estate Marketing Software? Real estate marketing campaigns bridge the gap between a waning need for real estate professionals (because buyers are starting to spend more time researching on their own) and information overload (because the internet can yield too much irrelevant research). Real estate professionals that are active, engaged, and visible can more easily gain the attention of new clients. Real estate marketing software makes it easier for prospects to find agents and agencies, cuts down on the costs of traditional advertising and marketing tactics, and allows agents to simplify the process of house hunting for their clients. **Stronger contact management:** Effective real estate marketing results in a growing database of contacts and listings, as well as a higher close rate on conversions and referrals. Real estate marketing software ensures that agents deliver relevant content to their clients, maintain contact with past clients, and stay informed of the market and ahead of their competition. **Increased ROI:** Real estate marketing software measures the effectiveness of specific marketing campaigns to help agents optimize future digital marketing campaigns. Reports on high and poor performance provide insight into both the efforts of the individual agent and the overall market. **Stronger marketing automation:** Real estate marketing solutions can automate the lead cultivation cycle and provide actionable insights into prospective buyers. Additionally, automation helps integrate all aspects of a workflow, centralizing and organizing customer and property information. Once an agency has automated its processes, it is set up to scale effectively. ### Who Uses Real Estate Marketing Software? Users of real estate marketing software leverage current buyers’ online research habits as they make their way through the purchasing lifecycle. **Real estate agents and brokers:** Real estate professionals utilize real estate marketing software to build and maintain their brand across all mediums of marketing, leverage all possible methods of communicating with buyers, better market their listings, and take advantage of all touchpoints. **Real estate software vendors:** Companies that produce and update real estate solutions—i.e., vendors—take cues from real estate marketing software to provide improved support to technologies that can supplement or enhance their product offerings. Those companies can also leverage real estate marketing software to create optimized landing pages and websites that will best attract the attention of real estate businesses to their service offerings. **Home buyers and sellers:** While home sellers and buyers don’t necessarily interact with the specific real estate marketing solution, they do reap the benefits of a properly deployed and utilized real estate marketing software. They will get polished and personalized messaging, engage with high-quality and/or VR-enhanced listings, and benefit from a deep relationship with their chosen agent. **Commercial buyers and sellers:** Similarly, buyers and sellers of commercial property don’t directly interact with real estate marketing systems. However, because they conduct research and transactions via commercial real estate brokerages and firms, they still reap the benefits of real estate marketing solutions. Those benefits can range from streamlining administrative tasks, marketing production tasks, and branding-specific property websites. #### Software Related to Real Estate Marketing Software Real estate marketing software are offered as standalone point solutions or are designed to be integrated with third-party real estate software, with an aim of better equipping real estate agents and professionals with tools that work in tandem with each other. Digital and physical real estate marketing strategies enhance the activities of real estate professionals, boost brand awareness, and facilitate the generation of and data gathering on high-caliber leads. Real estate marketing software automates those efforts as well.  Below are a couple of software types that can be used in tandem with or supplement these tools: [Real estate activities management software](https://www.g2.com/categories/real-estate-activities-management) **:** Real estate activities management software manages and streamlines the daily sales, transaction, and administrative activities of agents and real estate professionals, and centrally stores all real estate documents and information. These tools are designed to integrate with other solutions, including real estate marketing software, making it easy to run a real estate firm. [Real estate CRM software](https://www.g2.com/categories/real-estate-crm) **:** Real estate CRM software simplifies the identification and tracking of all real estate leads. Real estate marketing software takes client information that is stored in the industry-specific software to bolster marketing campaigns, tailor marketing messaging, and bolster relationships between agents and clients. [Web design software](https://www.g2.com/categories/web-design) **:** Web design software allows users to create their own web pages, via website builder or code framework. Some real estate marketing software focuses on the creation and management of appealing agency or agent websites, making sure that those websites are equipped to capture leads, track engagement, and integrate with [multiple listing service (MLS) software](https://www.g2.com/categories/multiple-listing-service-mls). [Real estate virtual tour](https://www.g2.com/categories/real-estate-virtual-tour) **:** Virtual and augmented reality technology allows real estate agents and firms to better market their listings to prospective buyers. Real estate virtual tour software simplifies the digital creation of 360-degree tours of a property listing. Real estate marketing software can help guide interest throughout the pipeline. ### Challenges with Real Estate Marketing Software **Fragmentation of real estate software landscape:** Point solutions have been developed within the real estate industry, slowly bringing the industry up to speed with technological innovations. Those point solutions, however, address distinct parts of the real estate process, resulting in a fragmented solution landscape. While many real estate marketing solutions claim that they can be integrated into any existing real estate solution, that claim doesn’t go far without a strategy to reconcile disparate systems or effectively exchange data between distinct systems. **Adoption:** As with any other type of solution, lack of adoption will derail any successful implementation. Real estate marketing solutions promise an increase in ROI, enhanced brand awareness, and better visibility among the crowd—that requires user accountability to utilize the solution so that impact can be identified, tracked, measured, and leveraged. Without widespread adoption, the positive impact of real estate marketing solutions cannot be proven. ### How to Buy Real Estate Marketing Software #### Requirements Gathering (RFI/RFP) for Real Estate Marketing Software When beginning the buying process for real estate marketing software, buyers should assess the current pain points with their existing tech stack. Which problems could a real estate marketing product solve? Pinpointing specific areas such as weak email marketing performance or website functionality can help start the conversation with appropriate vendors. #### Compare Real Estate Marketing Software Products **Create a long list** Long lists are created by eliminating the options that do not provide critical functionality. Based on the needs of a real estate business, certain marketing features may be more useful than others. If website design is not a priority, a product that offers more marketing automation and lead nurturing features will be a better fit. A typical long list should not include more than 10 products unless many options are very similar. In this case, additional details like the geographical presence of the company or its reputation can be used to eliminate vendors. **Create a short list** Short lists are created by reviewing the RFI information received from vendors. Some vendors may decline to participate and respond to RFIs. These vendors are usually eliminated from the selection process. From there, this short list steers the buying decision closer to completion, leaving only a couple of vendors to choose between. This decision is based on small, key factors that fulfill all the requirements and considerations an agency has. **Conduct demos** Demos are a great opportunity for buyers to see how the real estate marking solution works. Only the shortlisted vendors are invited to demonstrate their solutions. Demos should be performed live, using the system, and not through slide decks and screenshots. All vendors should follow a predetermined scenario that simulates the business processes of the buyer. Buyers should prepare a set of sample tasks to be demonstrated through the demo, such as walking through website design, marketing campaign creation, or creating and editing property listings. Demos are a great time to ask key questions about the software, such as: - Does the product support IDX website creation? - What are the available integrations for the product? - Is the pricing model based on the number of users? - Does the product include basic templates for website design and marketing campaign creation? - Is there a mobile app version of the product? #### Selection of Real Estate Marketing Software **Choose a selection team** To choose a selection team, decision makers need to involve subject matter experts from all teams that will use the system. This will likely be a handful of agents or related staff who will rely on the system in their day-to-day work, as well as key leadership members. **Negotiation** Negotiation happens between the buyer and the short list of vendors. In some cases, there are only two vendors that make it to this stage, which means that they offer similar products. At this point, the dealbreaker is the price of the product, which can vary based on the discounts offered by each vendor. Buyers should consider upfront costs, both for implementation and ongoing maintenance, as well as any related services that come with the product. For example, some real estate marketing solutions may be supplemented by design support from the vendor. **Final decision** The final decision should be based on all the information gathered previously. ### Real Estate Marketing Software Trends The real estate industry has taken leaps and bounds with software technology in the past few years e.g., IDX APIs, industry-specific solution offerings, and mobile-ready software.  Below are some trends that will continue their growth in the real estate industry: **Artificial intelligence** Interest in artificial intelligence (AI) has dominated much of the technological innovation conversation in the property tech world. AI’s ability to take over menial, manual tasks will reduce the amount of time real estate professionals have to spend on data entry, sifting through listings and customer profiles, and wading through contracts and documents. Effective leveraging of AI can result in the building of deeper, more meaningful relationships between buyers and sellers, all facilitated via the real estate agent. For example, AI-powered MLS platforms can generate property recommendations that are customized to the requirements and likes of a client, helping real estate professionals sift through multiple leads rather than sifting through myriad listings for a single lead. **Focus on website optimization** One of the branding areas that real estate marketing software can optimize is the real estate agent’s professional website. Agents can further prove their trustworthiness and relevance to buyers with an updated, active website that all branding and marketing campaigns point towards. More real estate marketing solutions are taking into consideration the need to optimize both existing and nonexistent websites. **APIs** API availability and access allow smaller real estate firms to compete with bigger firms. APIs facilitate the transfer and sharing of data that enriches existing systems. More software vendors are providing API access for real estate businesses, enriching the data stored in the businesses’ CRM systems and listing databases. The easier it becomes to integrate APIs with various areas of a real estate agency, the more ways users will utilize APIs to get the most out of existing and desired system offerings.