CRM pricing in commercial real estate is less transparent than it should be. Most vendors hide their numbers behind "contact sales" buttons or bury the real cost in annual contract minimums and per-module add-ons. This is an attempt to give you a straight picture of what each major option costs and what you actually get for it.
Numbers here are as of April 2026. Pricing changes — verify before you commit.
The main options and what they charge
HubSpot CRM — Free tier exists and is genuinely useful for contact management and basic pipeline tracking. The Sales Hub (which you'll want for sequences, email tracking, and deal reporting) starts at around $20/seat/month on the Starter plan. Most brokers who go past the free tier end up on Professional at $100/seat/month. That's before any marketing or service hub costs. HubSpot's pricing scales aggressively once you start adding features.
Pipedrive — Straightforward pricing, one of the more transparent in the category. Essential plan is around $15/seat/month, Advanced is $29/seat/month, Professional is $59/seat/month. No free tier. For a solo broker who just wants a pipeline tracker, this is one of the more honest cost propositions in the market.
Salesforce Sales Cloud — Starts at $25/seat/month on Essentials but that tier is limited. Most CRE teams end up on Professional ($80/seat/month) or Enterprise ($165/seat/month). That's before Salesforce CPQ, Einstein AI, or any of the add-ons that end up being necessary in practice. Large brokerages also typically pay a Salesforce admin or implementation consultant — that cost is real and often exceeds the license cost in year one.
Buildout — Doesn't publish pricing. Sales process required. From what's publicly discussed in the market, expect something in the range of $100–$200/seat/month depending on which modules you include. Annual contracts are standard.
Rethink CRM — Similarly opaque. Estimated range of $99–$199/seat/month based on publicly available information and user reports. Annual contracts are the norm.
Station CRM — $199/seat/month for Pro, $349/seat/month for Intelligence. Monthly billing available, no annual lock-in required. The Intelligence plan includes the market data feed, 1031 exchange buyer list, and AI Chief of Staff — features that would cost extra or not exist at all on competing platforms.
What the price differences actually reflect
The gap between a $20/month HubSpot seat and a $349/month Station CRM seat is real, and it's worth being clear about what you're buying at each level.
At $20/month you're getting a contact database and a pipeline tracker. You're doing the prospecting, the research, the morning review, the ownership lookups — all manually. The software organizes what you already know. It doesn't help you find what you don't.
At the mid-tier ($80–$150/month) you're getting better pipeline management, some reporting, maybe email sequences. Still no market intelligence. Still starting from a blank pipeline.
At the high end — and this is specifically true for Station CRM's Intelligence plan — the software is doing substantive work you'd otherwise pay for separately or not do at all. Daily market monitoring across 52 publications. Automatic closing and opening extraction and geocoding. 1031 exchange deed recording ingestion from multiple county sources. AI-generated intelligence briefs on motivated sellers. That's infrastructure, not just a feature list.
Whether that's worth the price depends entirely on your volume. For a broker closing two or three retail deals a year, even $200/month is probably more than you need. For a broker actively working a NYC retail market with multiple active tenant pursuits and listing relationships, the question isn't whether the software pays for itself — it's how fast.
The hidden costs to watch for
Annual contract lock-in. Most CRE CRMs require annual contracts. That matters when you're evaluating — a $99/month tool on a 12-month contract costs $1,188 before you know if it actually fits your workflow. Compare that to a $349/month tool on monthly billing: you can find out in 60 days whether it's working.
Implementation and onboarding. Salesforce and to some extent Rethink require significant setup. That time has real cost even if it's your own. Station CRM is designed to be operational the day you sign up — market intelligence loads automatically, pipeline stages are pre-configured for CRE. Budget an hour for onboarding, not a quarter.
Seat minimums. Some vendors require a minimum number of seats even for solo brokers or small teams. Ask before you commit.
Add-on modules. Buildout in particular has a modular pricing structure where core CRM and marketing features are priced separately. The sticker price isn't the full picture.
For a full comparison of what each platform actually does, see the CRM comparison for commercial real estate brokers. If you want to see Station CRM's pricing in context of what you'd get, the pricing page has the full breakdown and a demo is the fastest way to see whether it fits your workflow.