Top Producer is a customer relationship management (CRM) tool designed to help real estate agents, teams, and brokers take their business to the next level. Top Producer promises a complete business management system to increase productivity, automatically generate and convert more leads, and simplify workflows to help scale your business.
Does Top Producer offer the options and power-ups to pull this off? In this review, I’ll take you on a tour of the platform and give you an insider’s look at the Top Producer experience. I’ll examine each of the Top Producer packages, their major components, and costs to help you decide if Top Producer is the right real estate CRM for your business.
The Close Scorecard
My Take on Top Producer Producer CRM
Top Producer has been in the real estate CRM game since the 1980s. For some companies, being around for the last 40 years might mean their product is antiquated and stale, but not so with Top Producer. They’ve continued to innovate in the real estate CRM space for decades. And they’ve continued to push the needle forward with some of their latest updates.
I personally think Top Producer is an efficient CRM for real estate professionals, with some high-level functionality and tons of options for lead generation and nurturing. It may not fit the budget of many solo agents in the first few years of their businesses, but could help mid-level agents level up their game and bump up their GCI.
What Is Top Producer?
Top Producer is a real estate CRM that includes a lead generation platform with automated nurturing. As part of its latest lead-generating package, Social Connect, the company’s advertising experts create Facebook and Instagram ads to promote your listings and brand to generate leads. Those leads are then sent directly to your Top Producer CRM, where the automated nurturing system kicks in, increasing your conversion rate.
Top Producer, in keeping up with the latest technology, added some artificial intelligence (AI) to the platform. With Smart Targeting, predictive analytics puts you in front of those homeowners most likely to sell, increasing your first contact opportunities and boosting your likelihood of landing more listings.
Top Producer Pricing for 2023
Top Producer is a little pricey for a newer solo agent, but for seasoned agents, teams, and brokerages, it’s a great tool to help scale and boost gross commission income (GCI) overall.
| Plan | Monthly Price | Users | What’s Included |
|---|---|---|---|
| Pro | $129 | 1 | CRM, Market Snapshot |
| Pro + Leads | $429 | 1 | CRM, Market Snapshot, Social Connect leads |
| Pro + Farming | $399 | 1 | CRM, Market Snapshot, Smart Targeting |
| Pro Teams 5 | $299 | Up to 5 | CRM, Market Snapshot, team sharing functionality |
| Pro Teams 10 | $499 | Up to 10 | CRM, Market Snapshot, team sharing functionality |
All Top Producer plans require an initial one-year contract. After the initial year, users can choose to commit to another year or go month to month.
Comparing CRM Competitors Against Top Producer
Top Producer’s Pro plan at $109 per user, per month may seem like a steep price to pay when there are other CRMs that come in way under the $100 price tag. Some even cost less than $50 per month. Here’s a quick breakdown of how Top Producer’s price compares with other CRMs:
| CRM Platform | Price Per Month (Billed Monthly) |
|---|---|
| Top Producer | $129 |
| Real Geeks | $299 |
| Market Leader | $189 |
| Follow Up Boss | $69 |
| Wise Agent | $32 |
As you can see, real estate CRM pricing runs the gamut. Some CRMs offer a lot more features and the option to add a la carte services, while others provide basic services to get you started in your business. Top Producer is not the most expensive nor is it the least. But it does offer a lot of services that some other CRMs don’t.
It’s important to note that, though Top Producer offers an integrated website, it’s not included in this monthly price. You’ll be charged an additional $35 per user, per month when you’re ready to take your business to that next level. It’s also not an IDX-enabled site, so you won’t get the benefit of aggregating your MLS listings to your website. Real Geeks and Market Leader feature an IDX-enabled website already included in their monthly subscription prices.
On the other hand, Top Producer includes some lead capture services that CRMs like Follow Up Boss and Wise Agent don’t. For basic CRMs, these platforms are pretty close in user experience and ease of use. Some of these more advanced functions include MLS integrations and branded market reports you can send to your database.
Where Top Producer Stands Out
So, what does Top Producer offer that justifies that price point? I will tell you that their lead nurturing system, which is built into their CRM, is one of the best around.
The Top Producer team has spent countless hours creating a whole library of nurture communications for both email and text to encourage engagement and help convert leads into sales. And more sales means more GCI. So, if Top Producer can deliver on the promise of better, more fully nurtured leads with less work for agents, then that price tag is more than fair.
Top Producer Video Walk-through
We know our readers love to see a product’s user interface and understand its functionality in our deep-dive tech reviews. Check out Chris’ tour to get a detailed look at Top Producer’s key features in this walk-through video.
Key Features
Now that we have a basic understanding of what Top Producer offers and how much it costs compared to other CRMs, let’s break down the platform’s most important features.
CRM Dashboard (4.2 out of 5)
The dashboard for Top Producer is modern, action-oriented, customizable, and designed with busy, multitasking Realtors in mind. I spend a lot of time exploring real estate CRMs, and I’ll just say it: All dashboards are not created equal.
There’s no wasted space here—every square inch of Top Producer’s dashboard is designed for productivity. And, there are enough customization options with this interface that most agents will be able to create their own experience.
If I had any negative feedback, it would be that the white-on-white color scheme is a little hard on the eyes. But, overall, the dashboard experience is definitely a win.
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Communication Automation (4 out of 5)
Top Producer’s automation options allow you to create standard email drip campaigns. And with Market Snapshot, you can keep your buyers and sellers in the loop with the latest market data.
But creating more complex email drip sequences that react to behavior—like one email if the previous message is opened, one if it is not opened—is a bit of a pain. Also, you can’t automate SMS text messages within your campaigns. The features are doable—they’re just not as easy as some competitors’ systems. And some things have to be done manually, like texts.
If you’re a high-volume agent or team leader with designs to become the next great automation expert, this might not be the platform for you. But for most agents, these misfires won’t be an issue. And FiveStreet’s lead follow-up system (see below) may take care of most agents’ automation requirements.
I was happy to see that they’ve combined all of their templates, market reports, and other marketing communications under one marketing tab. That’s a nice improvement since last year.
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Transaction Management (4.2 out of 5)
In the tab called Transactions, Top Producer users can manage active deals, prioritizing tasks, sorting by stage, and more.
Transaction management purists might scoff at my 4.2 out of 5 rating, but hear me out. Yes, the Top Producer platform lacks the ability to communicate with other important members of a transaction team (mortgage brokers, inspectors, appraisers, and so on). Yes, it’s also missing a client-facing portal that allows them to monitor their transaction’s progress.
Knowing this, I still love this feature of Top Producer. This tool hits me and my business needs right in the sweet spot, and I suspect it will do the same for other Realtors too.
Why? Because it provides a really great visual timeline of each transaction—an easy-to-reference spot where I can see exactly what’s been accomplished and what’s coming next for a critical part of my business.
Agents will also benefit from a handy commission calculator and tracker to forecast performance and measure goals. You can also create customized call sheets with all the other stakeholders involved in your transaction, even if you can’t communicate with them from inside the platform.
FiveStreet Automatic Lead Follow-up (4 out of 5)
Have you ever thought to yourself, “I’d love to get more leads, but I simply can’t handle the follow-up?” You’re not alone. Speed-to-lead response time is critical nowadays, and for many agents, our ability to increase lead volume is limited by our ability to respond and connect in the moment.
FiveStreet is Top Producer’s automated lead follow-up tool that responds to your generated leads with an email or a text within that golden five-minute speed-to-lead window. Top Producer users at any level can access this feature for $25 per user, per month. FiveStreet allows users to choose from any of the dozens of follow-up email or text templates, or create their own.
FiveStreet users can leverage this lead follow-up service for any leads, not just ones generated via Top Producer. Whether you’re using Zillow Premier Agent, SmartZip, Market Leader, or any of the more than 150 lead providers they support, you can expand the top of your funnel significantly with FiveStreet automations.
The only issue with this tool is the integration with the Top Producer CRM isn’t perfect. When FiveStreet reaches out to a lead via automated communication, if your lead responds to that communication, their response is not automatically logged in their contact profile. You have to manually enter that communication.
Honestly, this feels like a straightforward fix, something we hope Top Producer will remedy soon, because this would make this tool an absolute no-brainer.
Social Connect (4.7 out of 5)
This is one of the coolest feature upgrades I’ve seen all year. It’s like Top Producer surveyed agents across the country and asked, “What do you need the most help with?” Because they’ve just taken all the work out of creating social media ads. Period.
All you have to do is enter your city and ad budget, and the pros at Top Producer will get your social media campaign up and running within hours, generating hot leads directly to your CRM. You can’t get any simpler than that.
To be fair, these are top-of-the-funnel leads that will need a ton of nurturing to convert. But that’s also where Top Producer will work extra hard to make sure the juice is worth the squeeze with their nurturing campaigns. Basically, it’s a hands-free lead gen system that you never have to touch until the lead shows buying signs. That’s pretty cool.
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Real Estate Website
As a Top Producer customer on any plan, you can access a multi-feature website for a reasonable $35 a month. My suggestion to Realtors is that you take advantage of this website offering, but use it as a secondary site for lead capture.
Why? Their platform lacks a couple of key features, including a native IDX integration—which means that property search functionality isn’t baked into the platform. Secondly, they don’t offer a logged-in experience for your site visitors. Without the data that logging in provides, user activity can’t sync directly to contacts in your CRM and translate visitor behavior into lead profiles.
That being said, you can easily create landing pages and single-property websites, lead capture that does sync straight to your CRM, and a lot more. Top Producer offers easy page creation templates you can use to highlight neighborhoods or specific sectors of your market, which is worth $35 each month. I love what you get here.
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The Bottom Line: Is Top Producer Worth the Cost?
Top Producer offers excellent bang for your buck, providing many ways for real estate agents, teams, and brokerages to level up their businesses. The tool isn’t perfect, but its offerings are a great value, and anyone looking for a real estate CRM should consider Top Producer.
Methodology: Why You Can Trust My Review
I’ve been a licensed real estate agent for more than five years and I’ve tested a lot of CRMs. I evaluate each piece of software as a real estate agent who would actually use the platform in my business.
I created a weighted rubric that I use to evaluate each platform against its competitors to keep things balanced and fair and to add context to my statements.
For this Top Producer review, I looked at pricing, features, and user interface and compared it to other CRMs that offer similar functionality. I used a demo account shared with me by the team at Top Producer.
Over to You
Remember, the best CRM is the one you will use. So, take my opinion for what it’s worth—an honest assessment of the platform. If you have a different opinion, I’d love to hear about it in the comment section.
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