A real estate CRM is the system where an agency's whole activity lives: contacts, deals, viewings, listings and their marketing. In 2026 the definition has moved. A real estate CRM that only stores contacts and exports them to portals is no longer enough, because the agent's work has moved into video, social media, phone conversations and decisions that have to be taken the same day.
We wrote this guide from inside an agency that sells every week in Brașov and Timișoara and that built its own CRM because none of the ones we tested followed the real workflow. You will find what a real estate CRM has to do in 2026, what the solutions on the Romanian market cost, with prices taken from their public pages, and the list of questions we wish we had asked before the first paid licence.
What a real estate CRM is (and what it is not)
CRM stands for customer relationship management, but in real estate the client relationship is only a third of the problem. The other two thirds are the property and the deal. A good real estate CRM ties these three into one object: a contact has deals, a deal has a property, a property has viewings, and every viewing has an outcome.
What a real estate CRM is not:
- A shared spreadsheet. The spreadsheet does not know that one viewing collided with another, does not tell you that a qualified buyer has not received a message in nine days, and does not show you why you lost the last five deals.
- A WhatsApp group. The group holds the conversation, not the history. When an agent leaves, the agency's memory leaves with them.
- A generic CRM. Generic sales systems are excellent for software or services, but they have no notion of a property, a mandate, an exclusivity or an owner report. You can adapt them, but you pay for the adaptation every month, in time.
What a real estate CRM has to do in 2026
1. A pipeline with clear stages, not a contact list
The stages must belong to the deal, not the contact. A deal starts at inquiry, moves through qualification, viewing and offer, and ends at signature. Two rules separate a pipeline that is used from a decorative one: when you mark a deal won, the property must flip to sold or rented automatically, and when you lose one, the reason must be mandatory. Without a mandatory reason, the loss statistics are empty after three months, because nobody fills in an optional field at seven in the evening.
2. Viewings attached to the deal
A viewing that sits in a calendar separate from the deal is a viewing you forget. The system has to show you the week ahead, with today separated from the rest, and tie every appointment to its deal and property.
3. Complete listings before they go public
A listing with no responsible agent, no photos or no price should not be able to go public. A live completeness checklist, plus a publish gate that says exactly what is missing, removes the whole category of half-empty listings.
4. Marketing from the same place: video, social, listing copy
In 2026 a good listing is a short film, good photos and a description that says what the photos cannot. A modern real estate CRM should publish the listing to social networks straight from the system, with an AI-drafted caption and scheduling at the hour with the best audience, and keep the insights over time, not just the last thirty days. We wrote separately about how we film a home for real estate marketing and about preparing a home for sale.
5. AI that works under rules
Almost every solution says "AI" in 2026. The useful question is: what does it do concretely, and who approves? Three things are worth asking for. Descriptions written from the gallery photos, with measured fields (price, surface) left untouched. Automatic translation of the listing into a second language, field by field. And an AI agent that can create contacts, schedule viewings or update statuses, but stops at an approval card before any sensitive change and leaves everything in a log. An AI that executes without approval is a risk, not a colleague.
6. A radar, not end-of-month reports
The monthly report says what happened. The radar says what needs attention now: deals gone quiet, listings blocked from publishing with the exact reason, win rate, median days to signature and loss reasons, aggregated. If you have to export to a spreadsheet to learn this, the CRM is not doing its job.
What a real estate CRM costs in Romania: public prices, verified
The prices below were read from each vendor's public pages on 7 September 2026. They change; check each page before deciding. Where a vendor does not publish a price, we say so, because the absence of a price is information too.
ImmoFlux
On the market since 2009, with over 500 agencies claimed. The public price is 19 € per user per month (15 € on annual billing) for teams of 1 to 5 agents, dropping to 17 € (12.5 € annual) for 6 to 10 agents and 15 € (10 € annual) above 11 agents, all plus VAT. A free trial without a card is offered. Strengths: an MLS module, digital contracts, comparative market analysis and a synchronised agency website. The homepage lists no AI or social publishing features.
CRM REBS
Since 2013, with over 1,000 companies claimed, including large franchise networks. Its strength is one-click publishing to over 16 property portals, plus an agency website and contracts with electronic signature. The price is not published on the site; there is a free-trial button.
RealManager
The oldest solution on the list, active since 1999. The public price starts at 21 € plus VAT per month. It publishes to the major portals, generates agency and agent websites, has a media studio for social templates and integrates with MLS. It is the CRM built into MLS.ro, the service backed by APAIR. No AI features are mentioned.
Softimobiliar
Fifteen years of activity and over 300 agencies claimed. It is the only solution on the list, apart from Oria, that leads with AI: a chatbot and a voicebot for taking inquiries, plus WhatsApp integration. The price is not published; a demo is requested.
ImobilPro
Also fifteen years of activity. Three public plans at 250, 370 and 500 lei per month, each with up to 20 agent accounts, which makes it the cheapest option per agent for large teams. Export to the major portals is included only in the 500 lei plan and requires a separate contract with each portal. No AI or social media features are mentioned.
Oria CRM
The CRM we use every day in our own agency, recently opened to other agencies. One plan, 29 € per seat per month with VAT included, or 261 € per seat per year (21.75 € per month). Every seat gets 100 AI credits a month. It includes a rule-driven pipeline, viewings, listings with a publish checklist, a PDF report, Kiko (the AI agent with over 40 tools that asks for approval before any sensitive change), descriptions from photos, automatic English translation, virtual home staging with six tools, sun exposure and climate risks for every address, publishing to TikTok, Instagram and Facebook straight from the CRM, and open houses with a live auction. What it does not have, at the time of publishing: export to property portals, an MLS module and a generated agency website. There is no trial; the account opens the moment you pay and cancels any time. Details are on the Oria CRM page and the pricing page.
Spreadsheets, WhatsApp and the notebook: why they are not enough
Every agency that moved to a CRM previously had a system that "worked". It worked until the first agent left with the client list on their phone, until the first double-booked viewing in front of the owner, or until the first owner asked why their listing had four photos on one portal and twelve on another. The cost of a CRM is not compared with zero; it is compared with the cost of those moments.
Ten questions before you sign
- Do the pipeline stages belong to the deal or to the contact?
- What happens automatically when I mark a deal won? And lost?
- Can an incomplete listing go public?
- Can I publish to social networks from the CRM, with scheduling, and see insights over time?
- What does the AI do concretely, and who approves what it does?
- Does every AI action stay in a log I can read?
- Where is the data hosted and how is it separated from other agencies?
- Can I export contacts and listings at any time, without asking?
- Does the interface exist in every teammate's language?
- Is the price published, VAT included or not, and what happens when I add a seat?
If the answer to any of the last four is "it depends", ask for it in writing.
What a painless migration looks like
Migration does not start with the import; it starts with the clean-up: duplicate contacts, deals dead for a year and listings without an identified owner get resolved before, not after. Then the import happens together with the vendor, once, with the existing listings and contacts, so you start with a full book. The last step is the house rule: from migration day, any conversation that is not in the CRM did not happen. Without that rule you have two systems again within two months.
Frequently asked questions
What does a real estate CRM cost in Romania?
Public prices in September 2026 start at 10 € per user per month (ImmoFlux, annual billing, large teams, plus VAT) and go up to 29 € per seat per month with VAT included (Oria CRM). ImobilPro sells plans from 250 to 500 lei per month for up to 20 agents. CRM REBS and Softimobiliar do not publish a price.
What is the difference between a real estate CRM and a generic one?
The real estate CRM knows what a property, a viewing, a mandate and an owner report are. The generic one has to be configured to imitate them and lacks the specific rules, such as flipping the property to "sold" when the deal is won.
Does a CRM with AI take decisions instead of the agent?
It should not. The healthy model is an AI that prepares and proposes, while the agent approves any sensitive change. Ask for an audit log in which every action appears with who authorised it.
Can I move from a spreadsheet to a real estate CRM with my existing data?
Yes. Most solutions import contacts and listings from files. Clean the data before the import and do the import once, together with the vendor.
If you want to see what all of this looks like in one system, the Oria CRM page has real captures from the product, the full price and a demo button with the team that uses it every day.