How do realtors get their best leads? Almost one in four (23%) say it’s through their CRM.
A real estate CRM is customer relationship management software that helps realtors, real estate agents, brokers, and agencies get more quality leads and close more deals.
Doing this takes the right CRM, and OnePageCRM is one of them.
Every morning, it lists everyone you need to contact first, whether that’s a buyer waiting on an offer or someone else you transact with.[1]
Open someone’s profile, and you’ll see all their data, as well as your interaction history with them. You can call or email them, and if you need to meet with them in person, OnePageCRM can help you plan the journey. Then, when something changes, you can update the deal.
But there's so much more OnePageCRM can do for your real estate business.
Overview
Residential agents and commercial brokers both use OnePageCRM, but their work looks quite different. For residential agents, it usually starts with an inquiry, and for commercial brokers, with prospecting that can take a long time to pay off. OnePageCRM has features to help with both.
Commercial real estate
- Main contacts
- Property owners, landlords, tenants, investors
- How work starts
- Prospecting from researched lists and cold calls
- Pace
- Many calls to the same owner, often over a year or more, before a deal exists
Start with these features:
Residential real estate
- Main contacts
- Buyers, sellers, and past clients
- How work starts
- Inquiries from forms, referrals, and personal networks
- Pace
- Several listings and buyers in progress at once, each moving through similar steps
Start with these features:
How OnePageCRM works for real estate
Whether you are a commercial broker or a residential agent, there are some foundational CRM features that you will use every day. This section covers all of them with examples.
Proactive follow-ups with reminders
OnePageCRM is a task-centric CRM. Every contact in it has a Next Action, which is the next step you need to take to move things forward with them.[1] That step could be something like:
- “Call about the second viewing”,
- “Send the offer letter”,
- “Set up a call”.
Once the most immediate step is completed, OnePageCRM asks you to set the next one. And since every contact always has a step waiting, your prospects can't drop out of sight or go cold.
All of this happens on the Action Stream.
The Action Stream is the first thing a real estate agent sees when they open the CRM, and it's where they'll be handling all their work. This home screen lists your contacts, as well as the outreach you have planned for them.
To keep you on top of your priorities, the list is automatically sorted and color-coded in order of urgency:
| Color | Meaning | Real estate example |
|---|---|---|
| Red | Overdue or ASAP | Used when a task is urgent or wasn't completed on time |
| Orange | Due today | “Confirm this afternoon’s viewing” |
| Blue | Waiting for a reply | Used when you're waiting on something or someone |
| Grey | Scheduled with a deadline | “Call the landlord in March” |
| Dashed outline | Queued, with no deadline | Used for tasks that should be done but no deadline is set yet |
Even in peak seasons when the Action Stream fills up with viewings, offers, and callbacks, Focus Mode can narrow down your list to show only what’s due today. For instance, after a busy weekend of open houses or any time overdue follow-ups pile up, you can hide those overdue to-dos until midnight and get through today’s first.[2]
Buyers and sellers in one place
OnePageCRM acts as a central database for all of your contacts. The CRM stores your buyers and sellers, landlords and tenants, investors, past clients, and anyone else you work with.
Every contact gets a profile page containing multiple types of data about them:
- phone numbers, email addresses, and the postal address,
- a Background field for how you met or what they want to buy,
- custom fields, tags, and a status label,
- pinned files, such as a signed offer,
- their pending, won, or lost deals,
- and an activity timeline of every note, call, meeting, email, and task.[3]
Contact pages also have Widgets. These are interactive panels that bring a contact's data from other apps into the CRM. For example, the Oneflow widget shows whether a seller has signed a listing agreement, and the Aircall widget lists all your calls with that buyer, right in the CRM.
Beyond that, there are tags, status labels, and lead source labels to help you organize your whole list. For example, you could group landlords, investors, and past clients so each set is easy to find. There’s no limit to how many of these tags and labels you can add on any plan, so you can segment your database however you need.[4]
Customization
Every real estate business might track different types of data. OnePageCRM offers unlimited custom fields for all records: contacts, organizations, and deals.
These fields can represent data in different ways: as a text, number, dropdown, date, or checkbox.[5]
| Record | Example fields |
|---|---|
| Contact[6] | Budget, preferred neighborhoods, bedrooms, mortgage pre-approved (checkbox), lease expiry date, home purchase date |
| Organization[7] | Number of properties owned, property types held (dropdown: office, retail, industrial), main market |
| Deal[8] | Property address, property type, square footage, lease term, buyer or seller side |
You can also make a field mandatory. For example, you can require every new contact to have a budget range.[9] If you have many different custom fields, you can also organize them into related groups with Section Dividers. For example, a “Buyer” section can hold budget, bedrooms, and mortgage pre-approval, and a “Landlord” section can hold the lease expiry date.
Documents
OnePageCRM lets you also keep all of the related documents in one place, so they are easier to find and manage.
The Documents page can store files, such as:
- a listing agreement template,
- a brochure for a new development,
- or a standard lease.
Files can be uploaded to the CRM directly or stored on Dropbox or Google Drive.[10]
Working as a team
If you run a brokerage or a real estate agency, you probably have a team of several real estate agents. With OnePageCRM, they can share one database. Every real estate agent sees the same contact history, but can work from their own Action Stream and focus on their own opportunities.
| Feature | What it does | Why use it |
|---|---|---|
| Assign contacts, Actions, and deals | Assign records to team members | When a new buyer lead comes in, you can assign it to the real estate agent who covers that area |
| Team Stream[11] | Shows anyone's Action Stream, or everyone’s at once | If you’re the team lead, you can check who has overdue follow-ups before the weekly meeting |
| @mentions[12] | Tags a teammate in a note, call, or meeting and sends them an email | When a seller asks about fees, you can @mention the office manager in a note to pass the question on |
| Change contact owner[13] | Re-assigns a contact along with their task | If a team member leaves, you can move their whole client list to a colleague in just one click |
| Dashboard and pipeline targets[14][15] | Sets a monthly sales target and visualizes progress | If you’re the broker, you can see which real estate agents are on track to hit this month’s targets |
| Private contacts[16] | Hides a contact from everyone except its owner | If you’re a real estate agent with personal contacts, you can keep them private |
| User groups[17] | Groups real estate agents for more granular reports | If your real estate agency has two offices or different teams, you can compare each group’s results |
| Focused User[18] | Limits user access to the CRM | If you work with a freelance coordinator, you can let them see only the contacts they’re assigned, not the whole database |
On Business and Max plans, your CRM admin can also set each agent’s permissions. For example, you can decide which agents can keep private contacts or see the team’s sales reports.
Commercial real estate CRM
For one brokerage’s results, see Perimeter Real Estate case study
Commercial brokers spend a lot of time prospecting owners, landlords, tenants, and investors. It often takes many calls before anyone agrees to meet, let alone sign.
OnePageCRM makes it easier to keep in touch with each of them through long sales cycles. The features in the next sections help most with that.
Online prospecting
When you find prospects online, Lead Clipper helps you add them to OnePageCRM in a few clicks. It's the free extension for Chrome and Microsoft Edge that captures contact details from a webpage, a social profile, or an email straight into your CRM, so you don't have to do it manually.[19]
On the Max plan, Lead Clipper also saves leads from Apollo.io and Lusha. This is especially useful if you're a commercial real estate agency that does a lot of prospecting online and prefers to keep leads in one system.
Account management
Commercial property is often owned through a company, and more than one person there makes the decision. Many CRMs call this record a Company or an Account. In OnePageCRM, it is called an Organization.
When several contacts share a company name, OnePageCRM automatically groups them under one organization.[20] The organization page shows every contact, deal, note, call, and email associated with this company.
When all data is interlinked, it's easier to see the full picture. For example, you call the company’s property manager on Monday and see in the CRM that your colleague emailed the company’s finance director the week before.
Cold calling
A broker’s call list can be long, so you might want to start with a specific segment. In OnePageCRM, you can build that segment with a filter. It can combine multiple criteria, such as location, asset type, and more.
Segmenting makes your cold calls more efficient, and so does dialing in one click. Hover over any phone number and you’ll see up to four Quick Buttons for that.[21] OnePageCRM also connects with apps like Aircall and Talkdesk, as well as RingCentral, JustCall, and KrispCall.[22]
If you prefer to make calls from your mobile phone, it's also possible to do quickly from OnePageCRM. Call (via cell phone) sends a push notification to the mobile phone instead, and the call goes out over the regular mobile network.[23]
The free On the Road app has a Speed Dialer feature. It lists starred contacts and contacts due today, ready to call one after another. After each call, the app prompts you to log a call note.[24]
Call tracking
After every call, you can log a note in OnePageCRM and pick a result for it. That result shows what happened, and the default choices are Left message, No answer, and Other.[25]
Your real estate business can add up to five more of its own, for eight in total.[26]
| Result | When to use it | Suggested automated workflow |
|---|---|---|
| No answer (default) | Nobody picked up | An Autoflow triggers a Next Action to try again |
| Send information | The owner asked for details by email | An Autoflow triggers an email template with the details |
| Meeting booked | The owner agreed to meet | An Autoflow changes the contact’s status to a hot lead |
| Wrong contact | The person doesn’t make the decision | An Autoflow closes the sales cycle for this contact |
Those extra results help you keep track of what came out of each cold call. For example, a broker can filter contacts by call date and result to find everyone marked “Not ready yet” last quarter.
Logging a call result can also start the follow-up workflow for you. With the Autoflow feature, you can pick a result and set what should happen after it. Whenever that call result is logged, the action kicks off automatically.[27]
Long buying cycles
Many property owners aren’t ready to sell or lease when a broker first calls. OnePageCRM makes it easy to keep track of all contacts, even if the touchpoints span across multiple months. Every contact gets a Next Action, regardless of how far away in the future. This ensures no opportunity is lost.
OnePageCRM also uses smart natural language processing (NLP). The Smart Date/Time feature understands the date from plain words. You type “Call the owner about the lease renewal at 2 pm on Tuesday” and OnePageCRM figures out the correct date.[28]
Your CRM admin can also set up quick dates for the time spans your team uses most, like two weeks or six months, for example. Then anyone can schedule a follow-up that far ahead in just a click.[29] You can also add anniversaries, such as the day a client bought their home, and get a reminder every year.[30]
Multi-stakeholder deals
A commercial real estate deal can involve several decision makers such as a landlord, a tenant, their advisers like an attorney or accountant, and others. OnePageCRM lets you link several contacts to one deal, so you can see everyone involved in one place.[31]
For example, Perimeter Commercial Real Estate uses OnePageCRM to manage its sales. Its Senior VP, Richard Smith, described the result:
I looked at at least a dozen of other systems. But once I got a hold of OnePageCRM, I was hooked immediately. Since using it I’ve increased my conversion rate by 50%. It’s kept the deals in front of me and helped me with my sales process. I follow up when I’m supposed to and never drop the ball. This system is easy, it makes the process kind of fun, and it has great support! I recommend OnePageCRM to everyone.
Richard SmithSenior VP at Perimeter Commercial Real EstateSeparate pipelines
Commercial brokerages usually work on several types of deals, like leases, investment sales, property management, and more. Putting them all in one pipeline can make it harder to work on and move each of those deals forward.
Multiple pipelines let you set up a separate track for each of them in OnePageCRM.[32] That way, each deal type has its own pipeline and goes through its own dedicated process.
Residential real estate CRM
Residential agents and realtors usually have several listings and buyers in progress at once. Each one moves through similar steps, from a first inquiry to viewings, an offer, and closing. Below are features you'll find useful for all that work.
Lead management
OnePageCRM includes several tools to help residential realtors manage leads efficiently.
Web Forms, such as a “Book a valuation” form, can be a fast and simple way to capture potential real estate leads and buyers. Each person who fills out the form automatically becomes a contact in OnePageCRM and has a follow-up scheduled. The form can also assign the lead to another real estate agent and record where the lead came from.[33]
OnePageCRM also has a Business Card Scanner in the mobile app. It reads a business card (either physical or digital) and creates a contact from it. This can be handy at open houses and networking events.[34]
There's also a WhatsApp chat button feature. It's included on every plan and lets real estate businesses add a floating WhatsApp chat button to their websites.[35]
Multiple pipelines
In OnePageCRM, a real estate agency could have one pipeline for sellers, another for buyers, and a third for rentals.[32] The stages in each can be different, too. For a home that’s up for sale, they might be:[36]
- Valuation,
- Listed,
- Viewing,
- Offer,
- and Under contract.
OnePageCRM also has the Forecast view that predicts the revenue for each of your pipelines. With it, real estate businesses view their pending and won deals by month, quarter, or year.[37] And if you lose any deal, OnePageCRM asks why and saves your answer, so you can go back over the reasons later and find out what’s costing you the most sales.
Linking contacts to properties
A home sale involves more people than the buyer and the seller. In OnePageCRM, you can link all of them to the same deal, so it becomes the one record for that property and everyone working on it.[31] Each of them still has their own contact page, with a Next Action and history.
One deal could bring in the buyers and sellers, the mortgage broker, the attorneys on both sides, and the home inspector. So, if, for instance, a closing date moves, a real estate agent can open the deal and see who needs to hear about the change.
Templates for a standard process
Every real estate agency has its own process for handling deals, and Action Templates help each of its agents follow that process from start to finish. An Action Template is a Next Action you set up, so you can attach it to any contact whenever you want in just a click.
OnePageCRM lets you create a group of Action Templates, so that you can use one click to attach a whole series of steps to a contact.[38] And best of all, you can add up to 1,000 Action Templates on any plan.
| Template group | Actions it includes |
|---|---|
| New listing | Book photos, write the listing description, send the agreement for signature, schedule the first open house |
| New buyer | Call to confirm budget and areas, send matching listings, book the first viewings |
| After a viewing | Call for feedback the next day, send similar listings in three days |
| Offer accepted | Send details to both attorneys, chase the mortgage approval, confirm the closing date |
| After closing | Send a thank-you, ask for a review, check in after one month |
Email templates and bulk updates
If you have emails you send out often, you can save them as templates, so you don’t have to write them from scratch each time. These are email templates in OnePageCRM, and when you want to send one out, OnePageCRM can fill in the right recipient’s name, address, or other info. And if you want it to, the template can even include an attachment.[39]
Templates help even more when one message has to reach a lot of people at once. In OnePageCRM, you can pick a template and bulk email a group of contacts at once. Each person gets a copy addressed to them and can’t see the other recipients.[40]
Typical uses in real estate:
- A new listing, sent to every buyer tagged with that neighborhood
- A monthly market update for one area
- Progress news on a new development, sent to everyone who registered interest
- “What to expect before closing,” sent to buyers under contract
- A moving checklist, sent to clients after the sale
Newsletters with Mailchimp
To help agents send out designed newsletters and run drip campaigns, OnePageCRM features a Mailchimp integration. Every day, the integration copies your contacts in the CRM over to Mailchimp. Their status labels, tags, lead source, and selected custom fields go with them.
It works the other way, too. Each Mailchimp campaign a contact received shows up on their page in OnePageCRM, so you can see what a client has already been sent before you reach out.[41]
In-person meetings or showings
Planning a day of visits is easier with On the Road, a free app from OnePageCRM. You add the contacts you're going to meet with, and it orders the stops using live traffic and tells you how long each drive should take.[24]
And if you have any viewings, valuations, or other time-specific meetups scheduled, OnePageCRM can add them to your Google Calendar, Outlook 365, or Apple Calendar.[42]
Managing past clients and referrals
Past clients are a common source of repeat business and referrals. Three features in OnePageCRM help you get more of both from the people you’ve already worked with.
Home anniversaries. You can turn any date on a contact into a yearly reminder.[30] Say you save the day a client’s purchase closed. OnePageCRM then reminds you every year on that date, which is a good reason for an agent to get in touch.
Families and referrals. Contact Relationships link people in your CRM to each other.[43] For example, you could connect a buyer to their spouse or note who referred a new client. An account can have up to 50 kinds of relationship, like “Referred by,” and each contact can hold up to 100 links.
Work after the sale. Closing isn’t always the end of the job, so on the Business and Max plans the Delivery Pipeline tracks what comes after it.[44] That could be move-in handovers, or the homes the agency keeps managing for the owner, among other things.
Integrations
OnePageCRM connects with other apps through its Marketplace. The table lists apps that suit real estate work. The Marketplace has the full list.
| App | What it does |
|---|---|
 Gmail | Store emails in your CRM, send and track emails in bulk, create templates, and more. |
 Outlook | Use custom templates, send emails in bulk, track email opens, and much more. |
 WhatsApp | Connect WhatsApp to your CRM for easier calls and messaging. |
 Aircall | Call contacts directly from CRM and see their CRM data in Aircall. |
 Calendar | Sync your CRM with Google, Outlook, or Apple Calendars. |
 Oneflow | Keep all customer-related contracts in your CRM. |
 Dropbox | Keep all important files within the reach of your CRM. |
 Quick Quotes | Create and email sales quotes in a flash from your CRM for free. |
 Lead Clipper | Add contacts from any webpage to your CRM in just a few clicks. |
 Mailchimp | Generate leads, sync contacts, and track email campaigns from one place. |
 Zapier | Connect your CRM with thousands of apps and automate your work. |
Pricing
OnePageCRM has three plans, and most of the real estate-related features on this page are on all of them. Every plan also includes unlimited contacts, two-way email sync, the mobile apps, and the same level of support. New accounts start with a 21-day free trial of the Business plan’s features, and the table shows what the two higher plans add.
| Plan | Billed annually | Billed monthly | Relevant to real estate |
|---|---|---|---|
| Professional | $9.95 | $15 | One pipeline, 15 Autoflows, 5 Web Forms, 250 emails a day, 100 card scans a month, 10 GB storage per user |
| Business | $19.95 | $29 | Ten pipelines, Delivery Pipeline, email open tracking, 30 Autoflows, 20 Web Forms, 450 emails a day, 500 card scans, 20 GB per user |
| Max | $29.95 | $45 | Unlimited pipelines, Autoflows, and Web Forms, Lead Clipper for Apollo.io and Lusha, email sequences, 1,000 emails a day, 1,000 card scans, 30 GB per user |
Prices in euros and pounds are on the pricing page.
Frequent questions
See also
- CRM for other industries
- Perimeter Real Estate case study
- Real estate sales tips
- Contact Relationships explained
- How to follow up effectively
- Mailchimp integration
Help Site References
- “Action Stream”
- “Focus Mode”
- “Contact activity timeline”
- “CRM tags”
- “Custom fields”
- “Contact custom fields”
- “Organization custom fields”
- “Deal custom fields”
- “Required custom fields”
- “Documents page”
- “View the Team Stream”
- “Notify users”
- “Change contact owner”
- “Dashboard”
- “Pipeline targets”
- “Private contacts”
- “User groups”
- “Focused User”
- “Install Lead Clipper”
- “Link contacts to organizations”
- “Quick Buttons”
- “Click-to-call”
- “Call via cell phone”
- “Route Planner”
- “Call notes”
- “Custom call results”
- “Autoflow”
- “Smart date and time”
- “Configure quick dates”
- “Create anniversaries”
- “Link contacts to deals”
- “Multiple pipelines”
- “Web Forms”
- “Business Card Scanner”
- “WhatsApp chat button”
- “Kanban view”
- “Forecast view”
- “Action Templates”
- “Email templates”
- “Send bulk emails”
- “Mailchimp CRM integration”
- “Push actions to calendars”
- “Contact Relationships”
- “Delivery Pipeline”