Seven CRMs for Real Estate Agencies in Spain (2026): Comparison and Prices
Short answer: there is no single best real estate CRM for everyone. There are two different families, and choosing the wrong one is the expensive mistake. If your bottleneck is selling —leads that go cold, follow-ups that are not made— a sales CRM such as Pipedrive or HubSpot will serve you. If your bottleneck is managing the portfolio —properties, publication on portals, matching demand, viewings, commissions— you need real estate management software such as Inmovilla, Witei or Sooprema. Mixing the two is what makes an agency pay for a system it does not use.
Below are the seven, with list price, who each one fits and where it falls short. And if you already have a CRM and what is missing is someone deciding every morning whom to call, changing CRM will not fix that: it is what XERA for real estate agencies does on top of the CRM you already use, if it has an API.
Quick comparison
| CRM | List price | Family | Ideal for | Where it falls short |
|---|---|---|---|---|
| Pipedrive | From €14/user/month | Sales CRM | Teams of 1-20 people | It does not manage a property portfolio or portals |
| HubSpot | Free CRM up to 2 users; Sales Hub Starter from $7/licence/month | Sales CRM | Those betting on marketing | Priced in dollars and scales quickly when you add hubs |
| Inmovilla | Check on their website | Real estate management | Traditional agencies with their own portfolio | A less modern interface than a general-purpose CRM |
| Witei | No published rate: you have to ask for it | Real estate management | Digital agencies that want website and CRM together | Less flexible outside the sector |
| Zoho CRM | No published rate in euros (it shows it with a currency converter) | Sales CRM | Tight budgets | Configuring it well takes time |
| Salesforce | From €25/user/month | Sales CRM | Large networks with a technical team | Oversized for one office |
| Sooprema | From €39/month (subscription, no minimum term) | Real estate management | Networks of associated agents | Very focused on the commission model |
Prices checked on each vendor's official website on 15 September 2026, excluding VAT and on the entry plan. Three of the seven are priced in euros with a published price (Pipedrive, Salesforce and Sooprema), HubSpot in dollars (hubspot.com/pricing/sales); Inmovilla and Witei do not publish an accessible rate today and you have to ask for it. They change often and almost all have a discount for annual payment: check on the vendor's website before signing, and ask for the amount in writing with VAT included.
1. Pipedrive
From €14/user/month. The most visual on the list and the quickest to set up: a funnel of columns where each opportunity is dragged from one stage to the next. For an office of 1 to 20 people that today keeps its leads in a spreadsheet, it is the shortest jump.
Its limit: it is a sales CRM, not real estate software. It has no property record, no publication on portals and no automatic matching between demand and supply. That has to be built separately or done without.
2. HubSpot
Free CRM up to 2 users; Sales Hub Starter from $7 per licence per month. The free version of the CRM is genuinely usable, and that is its hook. Mind the currency: HubSpot prices these plans in dollars, so what you pay depends on the day's exchange rate. It fits if you attract customers through content and campaigns and want marketing, sales and support in one place.
Its limit: the price. The free version falls short as soon as you want serious automations, and from there the bill rises in steps.
3. Inmovilla
Spanish software designed for the sector: full property record, publication on portals, demand matching, viewing control. If your day to day is portfolio, it is one of those that force you least to adapt. For the current price, ask directly at inmovilla.com: the website does not publish it openly.
Its limit: the user experience is far from a modern CRM, and younger staff notice it.
4. Witei
It does not publish prices: you have to ask for a quote. Its plans page is there, the figures are not. Its proposal is to have everything together: the agency's website, CRM and publication on portals under one panel. For a digital agency that does not want to maintain two suppliers, that is worth money.
Its limit: outside the real estate script it is not very flexible. If your sales process is particular, you will notice. Compared in detail in alternatives to Inmovilla and Witei with AI.
5. Zoho CRM
Its website does not give the price in euros: it shows it in its base currency with a currency converter, so ask for the figure in euros and with VAT before deciding. It is the most configurable per euro. Custom modules, fields and automations, and a huge ecosystem around it.
Its limit: that flexibility is paid for in hours. Unconfigured Zoho solves nothing, and configuring it well is not an afternoon's work.
6. Salesforce
From €25/user/month. It has no functional ceiling. If you are a network with several offices, your own processes and someone technical inside, everything fits here.
Its limit: for an office of five people it is a suit that costs more to alter than to buy.
7. Sooprema
From €39/month (no minimum term, consulted on sooprema.com on 15 Sep 2026). It is a monthly subscription. It is built around the model of associated agents: commission sharing, collaboration between agents and control of the shared transaction.
Its limit: if you do not work with that model, you pay for the part that most distinguishes it and do not use it.
How much does a real estate CRM cost in Spain
The question is usually asked the wrong way. The list price is the small part and the most visible one.
If this is your case: Xera for real estate agencies (ES) →
| Item | Usual range |
|---|---|
| Licence per user (general-purpose) | €14 to €25/user/month on the entry plan |
| Fee per office or per volume (vertical) | Variable; you have to ask for the rate in most cases |
| Setup and data import | One-off, and very variable depending on the state of the portfolio |
| Integrations with portals | Sometimes included, sometimes per module |
Two things that almost nobody puts in the calculation and that decide the real cost:
- The entry plan is rarely the one you end up using. Automations and reports are usually one step above.
- Migrating the portfolio is a cost of its own, and a bigger one if the data comes in disorder.
The honest comparison is not between two monthly prices: it is between the full annual cost and what you lose today in unattended leads.
Sales CRM or real estate management software: they are not the same
| Sales CRM | Real estate management software | |
|---|---|---|
| Central object | The contact and the opportunity | The property |
| It solves | Funnel, follow-up, closing forecast | Portfolio, portals, demands, viewings |
| Examples | Pipedrive, HubSpot, Zoho, Salesforce | Inmovilla, Witei, Sooprema |
| Publication on portals | No | Yes |
| Demand-supply matching | No | Yes |
| Commission sharing | No, unless custom | Usual |
| Adapts to unusual processes | Well | Less so |
A practical rule to decide in a minute: if what slips away from you is people, you need a CRM. If what slips away is properties, you need real estate management. And if both slip away, the order matters: first stop losing leads, then put the portfolio in order.
And if what you are looking for is not which one to buy but what it has to do in your day to day, that is covered separately: what a real estate management CRM has to solve.
What a CRM is for, and what it is not
A CRM stores and organises the information. Answering the lead that comes in on a Saturday at 22:00 through a portal form is a different job, and someone has to be assigned to it, whichever system the lead ends up in.
How to approach that job is covered in AI assistant for real estate agencies and, for the WhatsApp channel, in WhatsApp chatbots in the real estate sector. Approaching it separately does not force you to migrate: the CRM stays what it is.
Which is the best real estate CRM for your type of agency
There is no best real estate CRM in the abstract: it depends on where you lose deals. If your bottleneck is sales management (lead follow-up, tasks, funnel), a sales CRM such as Pipedrive or HubSpot fits. If what is holding you back is the portfolio and publication on portals, real estate management software such as Inmovilla or Witei. With a small team and little time to configure, prioritise the learning curve over the number of features. And whichever you choose, decide who answers the contact who writes outside office hours.
How to choose, in five questions
- What slips away from you today, leads or properties? Decide the family before the product.
- How many real users? The price per user changes the order of the list.
- Do you publish on portals from the system? If so, a general-purpose CRM is ruled out.
- Who is going to configure it? Zoho and Salesforce give a lot to whoever has the hours; little to whoever does not.
- Who answers the 22:00 lead? Decide it before choosing the CRM.
Frequently asked questions
What is the best real estate CRM in Spain?
For most small and medium agencies whose problem is commercial, Pipedrive gives the best balance between price, learning curve and daily usefulness. If the problem is the portfolio and publication on portals, the answer changes to Inmovilla or Witei.
What is the best real estate software?
It depends on what you call real estate software. For managing properties and portals, Inmovilla and Witei are the two options covered here. For commercial management, Pipedrive and HubSpot. They do not compete: they solve different problems.
How much does a real estate CRM cost?
It depends on how each one charges. The general-purpose ones go per user, between €14 and €25 a month on the entry plan; the sector's verticals usually charge per office or per volume, and in most cases you have to ask for the rate. Setup is one-off and depends on the state of your data.
Is there a CRM that includes property management and digital marketing at the same time?
Witei brings together the agency's website, CRM and publication on portals. HubSpot covers marketing in much more depth, but does not manage properties. Covering both in depth usually ends up as two connected tools, not one.
Is it worth changing CRM?
Only if the one you have is the cause of the problem. If the problem is that nobody answers in time, changing CRM moves the problem elsewhere. Before migrating, measure how many leads are left without a reply in the first hour.
Can a general-purpose CRM be used in a real estate agency?
Yes, and many do it well: the CRM is used for the commercial side and a separate system, or the portal itself, for the portfolio. It works as long as someone keeps both sides in sync.
In summary
Choose the family first and the product afterwards. Pipedrive if the problem is commercial, Inmovilla or Witei if the problem is the portfolio, Salesforce only if you have a technical team. And be clear that deciding who answers the customer is a separate decision from choosing a CRM.
If you want to go deeper: Pipedrive vs HubSpot comparison for real estate agencies and how to automate lead follow-up (ES).
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