Guide

Estate Agent CRM Guide

Q: Which CRM is best for estate agents?

There is no single best CRM — it depends on your agency's size, workflow, and priorities. Reapit and Dezrez are strong all-rounders, Street.co.uk appeals to modern agencies that value automation, and Jupix is popular with independents who want simplicity.

A clear, practical guide to choosing and getting the most from your estate agent CRM — and how it connects to your website.

Your CRM is the backbone of your estate agency. It manages your properties, matches applicants, tracks sales progression, and feeds your listings to Rightmove and Zoopla. But how well does it connect to your website? For many agents, the answer is "not very well" — and that disconnect costs leads, rankings, and revenue.

This guide covers the major estate agent CRMs in the UK market, explains what to look for in a CRM-to-website integration, and outlines the common pitfalls that hold agencies back online.

What Does an Estate Agent CRM Actually Do?

A CRM (Customer Relationship Management) system for estate agents goes well beyond basic contact management. Modern estate agent CRMs handle:

Property management — listing creation, photography, floor plans, descriptions, and pricing
Applicant matching — automatically pairing registered buyers and tenants with suitable properties
Sales and lettings progression — tracking each transaction from offer to completion
Portal feeds — sending your listings to Rightmove, Zoopla, OnTheMarket, and other portals
Compliance — AML checks, right-to-rent documentation, and audit trails
Communication — email, SMS, and letter templates for client correspondence

The best CRMs also provide an API or property feed that allows your website to display live listings automatically — which is where the connection between your CRM and your website becomes critical.

Major UK Estate Agent CRMs

The UK estate agent market has a range of CRM options, from enterprise platforms used by national chains to specialist tools built for independent agencies. Here is an overview of the most widely used systems.

apartment Reapit

One of the most established CRMs in the UK market, used by thousands of agencies from independents to large networks. Reapit offers comprehensive property management, sales progression, and an open API via the Reapit Foundations platform. The API makes it one of the easiest CRMs to integrate with a custom website.

apartment Dezrez (Rezi)

A popular cloud-based CRM offering property management, sales progression, and lettings tools. Dezrez is widely used by independent and mid-sized agencies. Their property feed system works well for website integration, though bundled website templates can feel generic.

apartment Jupix

Particularly favoured by independent agencies, Jupix offers cloud-based property and lettings management with portal feeds and applicant matching. Like Dezrez, bundled websites can lack design flexibility, but the CRM itself integrates well with third-party website providers.

apartment Street.co.uk

A modern, cloud-based CRM known for its clean interface and workflow automation. Street has grown rapidly among forward-thinking agencies. It offers built-in email, SMS, and portal feed integration. Website integration is possible via their API.

apartment Expert Agent

A popular choice for independent UK agencies, Expert Agent includes property management, email marketing, portal feeds, and a built-in website platform. However, agencies that want more design control often look for a separate website provider.

apartment Vebra Alto

Widely used across the UK, Vebra Alto offers cloud-based property management, portal feeds, and sales progression. The platform provides property data feeds that third-party website providers can connect to, making it one of the more integration-friendly systems.

How Your CRM Connects to Your Website

The connection between your CRM and your website is one of the most important technical decisions for your agency's online presence. There are three main approaches:

code API Integration

The gold standard. Your website pulls data directly from your CRM in real time. Fast, accurate, and gives full control over how listings display. Requires a developer to set up.

rss_feed Property Feed (XML/BLM)

Your CRM generates a feed file that your website imports on a schedule. Reliable and widely supported, though updates can be delayed by minutes or hours.

language Bundled Website

Some CRMs include a website as part of the package. Integration is seamless, but you sacrifice design control, SEO flexibility, and independence.

At LOS Digital, we use API integration wherever possible, falling back to property feeds when the CRM does not offer an API. This ensures your website always displays accurate, up-to-date listings with full control over presentation and SEO.

Common Problems with CRM-Bundled Websites

Many CRMs offer a website as part of their package. While this sounds convenient, it often leads to problems that hold your agency back online.

warning Generic Design

CRM-bundled websites typically use templates shared across hundreds of agencies. Your site may look professional, but it will also look like every other agent using the same CRM. In a competitive local market, standing out visually matters.

search Limited SEO Control

Bundled websites give you limited control over technical SEO — URL structures, schema markup, page speed optimisation, and meta data are often locked down by the platform. When you cannot control these fundamentals, ranking for local search terms becomes significantly harder.

speed Slow Page Speed

Shared infrastructure means your website speed depends on the platform, not on optimisations specific to your site. Google's Core Web Vitals are a ranking factor, and slow pages both hurt your rankings and frustrate potential clients.

lock Platform Lock-In

If your website is part of your CRM package, leaving the CRM often means losing your website too. This creates a dependency that makes switching providers difficult, even when your current setup is not delivering results.

What to Look for in a CRM-Website Integration

Whether you keep your CRM's bundled website or choose an independent provider like LOS Digital, these are the features that matter most:

Feature	Why It Matters
Automatic property sync	Listings should update on your website within minutes of changes in your CRM
Lead capture into CRM	Website enquiries should flow directly into your CRM as new contacts
SEO-friendly property pages	Each listing page should have unique meta data, proper headings, and schema markup
Image optimisation	Property photos should be served in modern formats (WebP) at appropriate sizes
Portal feed consistency	Your website and portal listings should always match — no conflicting information
Design independence	Your website design should not be limited by your CRM choice

Frequently Asked Questions

Yes. Most estate agent CRMs provide property feeds or APIs that third-party website providers can connect to. You do not need to use your CRM's bundled website. At LOS Digital, we integrate with all major UK estate agent CRMs regardless of which website package they offer.

There is no single "best" CRM — it depends on your agency's size, workflow, and priorities. Reapit and Dezrez are strong all-rounders, Street.co.uk appeals to modern agencies that value automation, and Jupix is popular with independents who want simplicity. What matters most is choosing a CRM that integrates well with your website.

With API integration, updates can appear on your website within minutes. With feed-based integration, it typically takes between 15 minutes and a few hours depending on the CRM and feed schedule. LOS Digital uses the fastest available method for each CRM.

No. Your portal feeds (Rightmove, Zoopla, OnTheMarket) are managed by your CRM, not your website. Changing your website provider has no impact on your portal listings whatsoever.

Almost certainly. We integrate with Reapit, Dezrez, Jupix, Street.co.uk, Expert Agent, Vebra Alto, Acquaint, and many other UK estate agent CRMs. If your CRM provides an API or property feed, we can connect it to your website.