Choosing the Right CRM for Property Projects Is Harder Than It Should Be

If you're a property developer or project marketer, you've probably asked this question more than once:

“What CRM actually works for our projects?”

You’re not alone. Most CRMs are built for real estate agents or traditional sales teams. They’re not designed for off-the-plan campaigns, long sales cycles, or the way developers manage stock, commissions and agent networks.

This blog exists to make that choice easier.

We’ve reviewed CRMs that are actually used by Australian property developers and marketers. The focus is on what works for real-world projects, not what sounds good in a sales pitch.

What Developers Actually Need in a CRM

Property projects aren’t just listings. You’re managing:

• Multiple stages, multiple buyers and a long sales cycle

• Internal and external sales teams

• Lead nurture over months, not days

• Contracts, deposits, stock control and agent commissions

You don’t just need a contact list. You need a system that helps you market smarter, track interest, and convert more buyers without overwhelming your team.

The Best CRMs for Property Projects (No Fluff, Just Function)

Reapit Sales (AgentBox Projects)

Best for: Projects involving internal and external agents

Lead Management & Tracking:

• Tracks digital leads from websites, emails and ads

• Assigns leads by project and agent for better control

Project-Specific Functionality:

• Lets you set separate pipelines per project (EOI, contracts, deposits etc)

• Syncs with listing portals and project websites

Email & SMS Marketing:

• Includes email marketing tools

• SMS functionality is not clearly documented publicly

Integration & Automation:

• Works with Zapier and integrates with lead forms

• Handles digital proposal workflows

Reporting & Analytics:

• Provides dashboards by project, agent performance, and lead source

• Tracks conversion stages

User Experience:

• Clean interface with mobile access

• Built for non-technical users

Collaboration & Workflow:

• Includes task reminders and appointment automation

VaultRE (Projects & Developments)

Best for: Mid-sized developers wanting structure without enterprise cost

Lead Management & Tracking:

• CRM tracks enquiries with source data across channels

• Supports project-based lead assignment and contact types

Project-Specific Functionality:

• Tracks project statuses and supports structured workflows

• Integrates with portals and websites via API

Email & SMS Marketing:

• Email campaigns likely supported

• SMS and third-party tool support not confirmed

Integration & Automation:

• Open API connects with Zapier, Xero and custom sites

• Syncs with forms and portals

Reporting & Analytics:

• Dashboards show conversions, commission and pipeline data

• Tracks agent activity and performance

User Experience:

• User-friendly interface designed by PropTech specialists

• Automation built in to reduce admin time

Collaboration & Workflow:

• Task reminders and workflow automation across teams

MRI PropertySuite

Best for: Developers managing complex or multi-location projects

Lead Management & Tracking:

• Combines CRM, sales tracking and marketing workflows

• Segments leads by campaign, project or agent

Project-Specific Functionality:

• Handles project listings, workflows, financials and approvals

• Syncs with digital and print marketing channels

Email & SMS Marketing:

• Email campaigns supported

• SMS functionality unclear

• Custom integrations often used for EDMs

Integration & Automation:

• Supports Xero, Zapier and API access to other platforms

Reporting & Analytics:

• Fully customisable dashboards

• Tracks projects and sales team performance

User Experience:

• Visual dashboards and cloud access

• Built for non-technical users with onboarding support

Collaboration & Workflow:

• Task triggers and sales process automation for teams

Eagle CRM (Projects Module)

Best for: Lean teams that want structure and affordability

Lead Management & Tracking:

• Tracks buyer enquiry sources and matches them to available stock

• Assigns leads per agent and project

Project-Specific Functionality:

• Supports stage tracking and connects to portals

• Handles stock management and display

Email & SMS Marketing:

• Includes built-in email automation

• SMS not clearly confirmed

• No public integrations with external marketing tools

Integration & Automation:

• Website and form integrations available

• Automation flows included via CRM setup

Reporting & Analytics:

• Project dashboards, vendor and buyer activity tracking

• Reports on conversion and agent performance

User Experience:

• Simple, minimal-click interface

• Mobile app available

Collaboration & Workflow:

• Built-in task tracking, follow-ups and inspection bookings

CRM Comparison Table

CRM	Source Tracking	Project Stages	SMS	Email Marketing	Form Integrations	Reporting	UX & Mobile	Task Workflow	Cost Tier
Reapit Sales (AgentBox)	Yes	Yes	Unclear	Yes	Yes	Yes	Strong	Yes	Mid-range
VaultRE	Yes	Yes	Unclear	Likely	Yes (API)	Yes	Strong	Yes	Mid-range
MRI PropertySuite	Yes	Yes	Unclear	Yes	Yes	Yes	Strong	Yes	Enterprise
Eagle CRM	Yes	Yes	Unclear	Yes	Yes	Yes	Very clean	Yes	Lower-cost

So, Which CRM Should You Actually Choose?

There’s no perfect CRM. The best one is the one your team will actually use.

• If you’ve got internal sales teams and manage stock directly, MRI PropertySuite or VaultRE are solid picks

• If you work with channel agents and want clean reporting, Reapit Sales (AgentBox) gives you visibility

• If you’re a smaller team and just need to get going, Eagle CRM is lean and well-structured

Pick the platform that suits how your team already works. Don’t force your sales process to fit a system that wasn’t built for your industry.

A good CRM should help your team focus, reduce friction, and sell more confidently, not create another admin headache.