PREP review
A capable free CRM for small agencies, with paid collaboration and workspace upgrades.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
PREP is a web-based real estate CRM and transaction management platform for agents, transaction coordinators, teams, and brokerages. It brings together property records, categorized contacts, buyer and seller transaction pipelines, smart checklists, deadline alerts, lead-capture forms, imports, and collaboration tools. Its fit is broad, but the free Starter plan makes it particularly relevant to small agencies that need a capable starting point without a time-limited trial.
Pricing is structured around increasing capacity and collaboration. Starter is free with no time limit and includes lead-capture forms, while contact, property, checklist, and deal limits apply. Agent costs $49 per month or $490 per year and removes caps on properties, contacts, and active deals while adding entity sharing, calendar integration, and portal and intake forms. Team costs $149 per month or $1,490 per year and adds a shared workspace, role-based permissions, and in-app and email notifications. Office costs $299 per month or $2,990 per year, adding up to 5 team workspaces, priority support, and role-based task assignment. Enterprise offers custom user and workspace counts, priority support, an optional service-level agreement, and early access to new features.
PREP’s strongest operational angle is the connection between lead capture and transaction execution. Public forms can support campaign attribution and CRM routing, while CSV and Excel imports include field mapping and duplicate detection. Stage-triggered checklists, in-app alerts, email digests, Google Calendar integration, audit logging, and role-based access control support structured workflows. The platform is web-only, and its listed integrations are Google Calendar, Google Sign-In, and Google Places API, so organizations seeking native mobile access or a wider integration ecosystem should look elsewhere. Small agencies and growing teams should consider PREP; buyers needing broader platform coverage should choose an alternative.
PREP pros and cons
- Where it wins
- Free Starter plan with lead forms and core CRM features
- Transaction pipelines, smart checklists, and deadline alerts
- Team workspaces with sharing, permissions, and audit logging
- Where it doesn't
- Web-only access with no native mobile app
- Free Starter plan includes contact, property, checklist, and deal limits
- Integration options center on Google services
PREP fact sheet, pricing and score →
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