Why Top Real Estate Agencies Are Switching to HubSpot CRM
In today’s real estate market, success is about more than just showing properties and closing deals. Leading agencies must manage extensive databases of leads, track client preferences over long sales cycles, and nurture relationships that drive referrals and repeat business. Yet, many teams continue to rely on scattered tools like spreadsheets, sticky notes, and disconnected calendars, that make managing this complexity inefficient and unreliable.
HubSpot CRM is quickly becoming the preferred solution for ambitious real estate agencies. Unlike traditional CRMs that often feel too generic or overly complex for the industry’s unique demands, HubSpot offers a flexible, automated platform that modernizes operations and empowers agents to make every client interaction count. With the right HubSpot development services, agencies can further customize the platform, automate key workflows, and build a CRM setup that aligns perfectly with your real estate teams work.
In this Blog, we'll explore why the real estate industry is making the switch to HubSpot CRM , what problems it solves, and how you can set it up to transform your operations.
Source : HubSpot
Why Real Estate Agencies Need a Better System
The problem with traditional real estate management isn't a lack of effort. Most agents work incredibly hard. The problem is that the tools don't match the complexity of the business.
Consider a typical scenario: You meet a buyer at an open house. They're interested but won't purchase for six months. You add them to your spreadsheet and set a reminder to follow up.
Three months later, that buyer is working with another agent. You got busy with other deals, and they slipped through the cracks.
This isn't a failure of memory or dedication. It's a systems problem.
Standard CRMs often make things worse rather than better. They're either too generic to handle real estate's specific needs, too complicated for busy agents to actually use, or they require so much manual data entry that adoption rates stay low. That's the gap HubSpot for real estate fills.
Why HubSpot CRM Stands Out for Real Estate Agencies
Despite not being built exclusively for real estate, HubSpot CRM’s design philosophy aligns perfectly with industry needs:
Source : HubSpot
Centralized Information
HubSpot consolidates all essential data, including email threads, appointment calendars, property showings, and follow-up reminders, within a single dashboard. Agents gain immediate access to complete client histories, ensuring seamless, personalized service at every touchpoint.Intelligent Automation
Routine communications and administrative tasks are streamlined through automated workflows. HubSpot enables agencies to set up triggers for event-based communications, from welcoming new leads to following up after property showings, allowing agents to focus on high-value activities that drive growth.Effective Lead Prioritization
HubSpot’s automated lead scoring intelligently ranks prospects based on engagement and intent, helping teams focus on leads most likely to convert while nurturing longer-term prospects through targeted content and timely outreach.Consistent, Timely Follow-Ups
The platform automatically tracks every client interaction and facilitates optimal follow-up strategies. Agents receive reminders and leverage drip campaigns to maintain ongoing engagement, ensuring no opportunity is missed.
How to Use HubSpot for Real Estate: A Complete Step-by-Step Guide
HubSpot becomes truly powerful in real estate when it’s set up the right way. The goal is simple: keep all your leads, listings, and client conversations in one place, automate repetitive tasks, and make your follow-ups consistent.
Here’s how agencies can set it up to save time, improve relationships, and close deals faster.
Step 1: Map Your Real Estate Sales Process Into Deal Pipelines
Every real estate deal follows a journey, and HubSpot’s pipelines help you track every client from first contact to closing.
For Buyers & Sellers your pipeline may include:
| For Buyers | For Sellers |
|---|---|
| New Inquiry | Listing Inquiry |
| Qualified Buyer | Property Evaluation Scheduled |
| Property Showings Scheduled | Listing Agreement Signed |
| Offer Submitted | Active Listing |
| Under Contract | Offer Accepted |
| Closed | Closed |
Why this matters
Creating pipelines ensures that:
Every lead has a clear place in your process
Agents know exactly what action to take next
Nothing gets lost, even during busy periods
Managers get visibility into performance and bottlenecks
Tip: Create separate pipelines for Buyers, Sellers, and Rentals. HubSpot lets you customize each one without adding complexity.
Step 2: Import Your Contacts and Organize Them Properly
HubSpot becomes your single source of truth only when all your contacts live inside it.
Import:
Past clients
New leads
Website inquiries
Open house sign-ups
Referral contacts
Vendor partners (loan officers, inspectors, builders)
Add custom properties relevant to real estate:
Buyer or Seller
Budget / Price Range
Preferred Locations
Type of Property
Timeline to Buy or Sell
Lead Source
This helps you send more relevant communication and tailor your follow-ups.
Why this matters: Agents no longer need to jump between spreadsheets, WhatsApp chats, emails, or personal notes.
Everything becomes instantly searchable and accessible.
Step 3: Build Automated Workflows for Real Estate Follow-Ups
This is the biggest time-saver.
HubSpot workflows help you automate repetitive steps without losing the human touch.
Popular real estate workflows include:
1. New Lead Welcome & Qualification
When a lead fills a form or attends an open house:
Send a welcome email
Share a buyer/seller guide
Assign the lead to an agent
Create a task for the agent to call within 24 hours
2. Post-Showing Follow-Up
After a showing:
Automatically send a thank-you message
Request feedback
Recommend similar properties
3. Past Client Nurturing
Every 30–60 days:
Market updates
Home maintenance tips
Anniversary-of-purchase check-ins
This builds long-term relationships and referral opportunities.
4. Expired Listing Follow-Up
Automatically trigger outreach when a listing expires:
Send a re-engagement email
Assign a call task
Share a marketing plan to relist
Why this matters: Agents don’t have to remember each follow-up.
HubSpot keeps conversations alive automatically while the agent focuses on deal closing.
Step 4: Create Email Templates & Automated Sequences
Real estate agents send similar messages every day. Templates save time and improve consistency.
Create templates for:
New lead introductions
Property suggestions
Showing confirmations
Offer updates
Post-close check-ins
Referral requests
Sequences help with long-term nurturing:
Example for a Buyer Lead:
Day 1: Intro + Buyer Guide
Day 3: Local market insights
Day 7: Personalized check-in
Day 10: List of new properties
Day 14: Ask for a quick call
Step 5: Connect Your Website & Capture Leads Automatically
Enable HubSpot to automatically capture and qualify leads through:
Forms
Live chat
Chatbots
Lead tracking
A potential buyer can visit your website late at night, ask questions, and book a showing — all without manual back-and-forth.
Step 6: Use HubSpot Reports to Understand What Actually Works
HubSpot’s reporting dashboard helps you identify:
Best-performing lead sources
Sales cycle length
Agent performance
Pipeline bottlenecks
Email open and reply rates
These insights help agencies make better decisions instead of relying on guesswork.
Real-World Success Stories: Real Estate Companies Achieving Results with HubSpot
Real estate companies across residential, commercial, and property management sectors are using HubSpot CRM for real estate to fundamentally transform how they operate and accelerate growth. Here are verified examples of organizations that achieved measurable results:
1: Avison Young - Global Firm Increases CRM Adoption from 23% to 90% in Four Months
Avison Young, a global commercial real estate services firm with over 5,000 professionals across 120 markets worldwide, successfully unified their fragmented technology infrastructure and achieved unprecedented adoption rates among their broker network.
The Challenge: Before HubSpot, Avison Young operated with four separate CRM systems across their global operations, creating significant data silos that prevented brokers from accessing complete client relationship information. "When you have four different CRMs, you're not a true global organization," explains Mike Hart, Global Chief Information Officer at Avison Young. "You're an organization in name only, with everyone working in their own silo." The fragmented systems meant brokers couldn't access real-time information about how their teams were tracking against goals, and knowledge remained trapped in individual offices rather than shared globally.
The Solution: Avison Young consolidated their entire North American operation onto HubSpot CRM for real estate, giving their 1,600 brokers a unified platform for managing client relationships, tracking deals, and collaborating across markets. The platform provided complete visibility into client relationships regardless of where those clients do business around the globe, enabling true cross-market collaboration and knowledge sharing.
The Results:
User adoption among North American brokers jumped from 23% to 90% in just four months
95% of North American revenue now tracked on HubSpot
65% of global revenue tracked on the platform
Complete visibility into client relationships across all global markets
Eliminated data silos that previously prevented cross-market collaboration
Real-time tracking of team performance against goals became standard practice
2: Accommodation.co.uk - UK Letting Agent Generates 1,200+ Monthly Leads
Accommodation.co.uk, a next-generation UK letting agent, set out to modernize an industry where most agencies still rely on outdated technology and disconnected tools. Founder Matthew recognized that managing rental properties with disparate systems was creating inefficiency and leaving landlords and tenants frustrated.
The Challenge: Before HubSpot, Accommodation.co.uk used multiple separate tools that didn't communicate with each other, making it difficult to track leads, manage properties, and provide transparent communication to landlords and tenants. "We have used other CRM systems before, but they were either too limited or not very agile," says Matthew. The lack of integration meant administrative tasks consumed disproportionate time, and the team couldn't respond to client needs as quickly as they wanted.
The Solution: Accommodation.co.uk implemented HubSpot CRM for real estate to create a unified system for managing landlord leads, tenant inquiries, property viewings, and ongoing client relationships. They leveraged HubSpot's automation capabilities to eliminate administrative bottlenecks while improving transparency for all parties. The platform's flexibility allowed them to customize workflows specifically for the rental property market.
Source: HubSpot Case Studies
The Results:
1,200+ landlord leads generated monthly
35% increase in conversion of tenant inquiries to booked viewings
100% five-star Trustpilot reviews achieved
Administrative strain removed from teams through automation
Response times to client issues faster than competitors
Ability to adapt quickly to changing client needs
"With HubSpot, if you have the right team in place, you can conquer the world thanks to its amazing, ever-growing features," Matthew explains. "Thanks to the HubSpot platform, we can adapt to our client's needs and help solve whatever issue they're having, faster than our competitors."
The Cost of Waiting: What Inadequate Systems Actually Cost You
The real question isn't whether HubSpot CRM for real estate costs money; it's what inadequate systems are already costing you.
Every lead that slips through the cracks represents lost revenue. Every hour spent on manual administrative tasks is time not spent building relationships or closing deals. Every client who doesn't feel prioritized becomes less likely to refer others to your business.
These costs are hidden but substantial. They don't appear on a balance sheet, but they directly impact your bottom line.
Meanwhile, your competitors are making this switch. The agencies gaining market share aren't necessarily the ones with the most agents or the biggest advertising budgets. They're the ones leveraging technology to work smarter.
Getting Started: Your Next Steps
Making the switch to HubSpot for real estate is easier than most agents expect. The free version offers robust features that many professionals find sufficient initially. You can scale up to paid tiers as your needs grow.
HubSpot also offers extensive training resources, templates specifically designed for real estate, and a supportive community of users who share best practices.
The initial setup requires some investment of time and thought: mapping your processes, creating your pipelines, building your workflows. But this upfront work pays dividends for years to come. Most agencies report being fully operational within 2-4 weeks and seeing measurable improvements in their first month.
The key is treating implementation as a priority rather than something you'll get to when things slow down. Things never slow down. You have to make the change while things are busy, because that's exactly when better systems matter most.
Final Thoughts
The real estate market has changed dramatically. Buyers do more research, decision cycles are longer, and clients expect fast, personalized communication at every stage. The agencies winning today aren’t just better at selling. They’re better at organizing their operations, nurturing relationships, and relying on real data rather than scattered tools.
That’s what HubSpot CRM for real estate delivers. It brings your leads, listings, follow-ups, marketing, deals, and past-client engagement into one connected system. It helps you automate the repetitive work, build lasting relationships, and make smarter decisions based on what your clients actually need.
If you want to modernize your real estate operations and create a process that runs smoothly even on your busiest days, Concretio can help. We are certified HubSpot experts who set up HubSpot the right way for real estate teams. Faster, smarter, and aligned with how your agency actually works.
We understand the unique challenges of real estate, long sales cycles, multiple pipelines, high-volume leads, and the need for meaningful follow-ups and we configure HubSpot so it truly drives growth for your business.
If you’re ready to modernize your real estate operations and never let another lead slip through the cracks, we’re here to help you make the switch with confidence.
References
Understanding CRMs for Real Estate
Scale Your Real Estate Business with HubSpot's Smart CRM
Lets’s Talk
Drop a note below to move forward with the conversation 👇🏻
