If you're running a growing real estate agency, you know the right CRM can make or break your next phase. But sorting out which platform is actually worth your money (and sanity) isn’t easy. Most “comparisons” just parrot vendor claims or push the latest shiny object. This is for people who want the short version: what Reapit actually does, how it stacks up, and when you should pick something else.
Let’s skip the fluff and get into what matters.
Who This Is For
- Owners, managers, or tech leads at real estate agencies with 5-100+ staff
- Anyone tired of switching CRMs every 18 months
- People who want fewer headaches, not just more features
- UK, Australia, and NZ agencies in particular (Reapit’s main market)
What Reapit Actually Is (and Isn’t)
Reapit is a property management and sales CRM aimed at agencies that want to grow (not just tick along). It’s not a cheap, plug-and-play tool—more like a “serious business” platform that expects you to have real processes.
Strengths: - Deep functionality for sales and lettings (especially UK market) - Handles complex, multi-office setups - Built-in compliance tools for UK/EU - Open API and marketplace for add-ons
Weaknesses: - Not as pretty or “fun” as new SaaS CRMs - Configuration can be a hassle if you’re not technical - Price and onboarding are real investments - Overkill for solo agents or tiny teams
If you just want to “try out” a CRM, this isn’t it. But if you’re planning to scale, Reapit is built for that.
The Usual Alternatives—and How They Compare
You’ll hear about a lot of platforms. Here’s how the main ones stack up against Reapit for growing agencies:
1. Salesforce (With Property Add-Ons)
Pros: - Endless customisation, massive app ecosystem - Feels “enterprise-ready” for big ambitions
Cons: - Expensive, complex, and requires expert setup - You’ll spend months (and $$) getting it to do basic UK lettings/sales tasks - Support is generic—not geared to estate agencies
Bottom line: Only makes sense for huge, multi-vertical agencies with in-house IT. For most, it’s overkill and a distraction.
2. AgentOS, Dezrez, Jupix
Pros: - Specifically built for UK agencies - Lower upfront cost, quicker to get started - Decent support and features for small teams
Cons: - Less robust for multi-branch setups - Limited open integrations—harder to build custom workflows - Can feel “old school” and clunky
Bottom line: Good for agencies just getting started or not planning to grow fast. You’ll eventually outgrow them if you want serious automation or reporting.
3. HubSpot, Pipedrive, Zoho CRM
Pros: - User-friendly, quick setup, lower monthly costs - Tons of sales and marketing features
Cons: - Not built for real estate—missing lettings, compliance, property management features - You’ll be duct-taping together property data and viewings - No native UK/EU compliance or landlord/tenant flows
Bottom line: Fine for agencies that only do sales and don’t mind patching things. For full-service agencies, you’ll hit limits fast.
4. MRI, Alto, Rex
Pros: - Solid “all-in-one” agency platforms - Good for multi-branch, more modern UI than older systems - Decent integrations
Cons: - Some are UK-only, some are AU/NZ-only - Pricing and support can be hit or miss - Not as open as Reapit for custom integrations
Bottom line: Worth a look if you want a modern interface and are happy to work within their walled garden. Less flexible for custom needs.
Where Reapit Wins (And Where It Doesn’t)
Where It’s Hard to Beat
- Multi-branch management: If you’ve got multiple offices or plan to open more, Reapit handles complex structures, permissions, and reporting that smaller CRMs just can’t.
- Regulatory compliance: Especially in the UK, where anti-money laundering, GDPR, and lettings rules are no joke. Reapit bakes a lot of this in.
- API and integrations: Their Foundation marketplace makes it easier (not trivial, but easier) to connect with other software—accounting, marketing, portals, whatever.
- Long-term scalability: You’re unlikely to “grow out” of Reapit. It’s designed for agencies with 100+ staff.
Where You Might Look Elsewhere
- Small teams: If you’re under 10 people, or not planning to grow, the setup and cost are hard to justify.
- Modern UX/UI: If your team is used to slick SaaS tools, Reapit will feel a bit dated. It’s functional, not beautiful.
- DIY setup: You’ll probably need help with onboarding and config. This isn’t a “sign up and go” tool.
Pro tip: If your agency is at a turning point—say, opening a new office or taking on a new vertical—this is when Reapit starts to make sense. If you’re steady and happy with your current size, stick with something simpler.
What Actually Matters (Ignore the Shiny Stuff)
When comparing CRMs, agencies get distracted by features that look cool but don’t move the needle. Here’s what to focus on—and what to skip.
What Matters
- Data migration: Can you actually get your data in and out, cleanly?
- Custom workflows: Can you tailor the system to your exact process—without hiring a developer for every tweak?
- Reporting: Will you get insight into the numbers that matter, not just vanity stats?
- Support: Is there real, human support—ideally from people who know real estate?
What Doesn’t (At Least Not Up Front)
- Fancy dashboards: Looks nice in demos, but you’ll spend 99% of your time on the core workflows.
- Built-in marketing tools: These are rarely best-in-class. Better to integrate with your preferred tools.
- “AI-powered” anything: In real estate CRM, this is mostly hype for now. Focus on automation and integrations that save real time.
How to Actually Decide: A Step-by-Step
- Get brutally clear on your needs.
- How many staff, offices, and properties do you actually have?
- What are your growth plans for the next 2-3 years?
- Are you mostly sales, lettings, or both?
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What systems do you have to integrate with?
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Make a shortlist.
- Only include CRMs that match your scale and region.
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Ask peers in similar-sized agencies what actually works for them.
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Test real workflows—not just demos.
- Get trial access or a sandbox, and try your actual day-to-day processes.
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Import a sample of your real data, if possible.
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Dig into integrations and APIs.
- Can you connect your accounting, marketing, and portal tools?
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Will you need custom development, or is it plug-and-play?
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Talk to support.
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Call or email their support with a real question. See how fast and useful the response is.
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Plan for migration and training.
- What’s it going to take to get your team up and running?
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Is there help available, or will you be on your own?
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Ignore the sales pitch.
- Focus on your must-haves, not the “wow” features.
- If a vendor dodges your tough questions, walk away.
The Real-World Verdict
Reapit is a solid, no-nonsense choice for agencies that are growing fast and need something they won’t outgrow in a year. It’s not for everyone: small teams, solo agents, or those looking for the cheapest option should look elsewhere. But if you want a platform that’s built for the messiness of real-world agency life—multiple branches, compliance, real integrations—it’s one of the few that holds up under pressure.
Don’t overthink it. Pick a platform that fits your next stage, not just where you are today. Keep things simple, don’t chase shiny features, and remember: the best CRM is the one your team actually uses. Test, tweak, and move forward—no system is perfect, but the right one should make your life easier, not harder.