For an agent, a form is only as good as the speed at which the lead inside it reaches your CRM. A buyer who fills out a showing request on Saturday and sits unseen in a spreadsheet until Monday is a lost commission. So this ranking weights lead routing and export above everything — getting the lead OUT, fast — followed by payment collection for application fees and an embed that survives your next website redesign. Jotform wins on templates, payments and 100-plus integrations that push leads straight to your CRM. Tally is the value pick. Cognito and Typeform are strong but narrower. And Google Forms is where hot leads go to die over the weekend.
In real estate the form is a lead-capture funnel, and the only metric that matters is whether the lead reaches your CRM before it goes cold, so we weighted export and routing above design. We weighted payment collection next, because application fees and deposits run through these forms, and mobile embed after that. A gorgeous form that traps leads in its own dashboard loses to a plain one that pushes every submission to your pipeline in seconds. See the full rubric →
Lead export & routing to your CRM — no trapped leads30%
Built for exactly this: ready-made rental-application and showing-request templates, Stripe and Square payments for app fees, a real mobile app, and 100-plus integrations that push a new lead to your CRM the instant it submits — so nothing rots in a dashboard. Export is clean. At $34/mo Bronze it is the most complete agent toolkit here.
Rental-app & showing-request templates ready to go
The value play that punches far above its price: payments, conditional logic and unlimited submissions on the free tier, with Pro at $29/mo only to remove branding and add a custom domain. Native integrations are lighter, so lead routing leans on Google Sheets or Zapier — a step you must actually wire up — but for a solo agent the economics are unbeatable.
Payments, eSignatures and genuinely powerful conditional logic at $19/mo Pro make it excellent for structured rental applications and buyer intake. The gap for agents is fewer native real-estate and CRM integrations than Jotform, so routing leans on the export or a connector. Solid and cheap if your CRM is on the list.
The highest-converting buyer/seller intake experience — one question at a time keeps prospects answering. Payments arrive on Plus ($59/mo). The drawbacks are price and lock-in: weak export and a proprietary format mean leaving is painful, and you pay a premium for the polish. Great for a curated intake, costly as a high-volume lead funnel.
Attractive, flexible, with payments and good logic — a capable generalist that handles intake and booking well. Integration depth sits between Tally and Jotform, so CRM routing is workable but not instant out of the box. A reasonable middle choice if you like its editor.
Free and familiar, and that is the whole appeal. No payment collection, no real CRM routing, and every lead lands in a Sheet you have to remember to check — so the hot buyer who submits on Friday night is cold by the time you look on Monday. Fine for an open-house signup, fatal as a lead funnel.
Pricing verified as of June 2026. Vendors change plans often · check the vendor for current pricing.
At a glance
✓ full · ∼ partial · — none
CapabilityJotformTallyCognito FormsTypeformPaperformGoogle Forms
100+ CRM integrations / instant routing✓∼∼∼∼—
Payment collection (app fees)✓✓✓∼✓—
Mobile app + site embed✓✓✓✓✓∼
Conditional logic (rental apps)✓✓✓✓✓∼
Clean lead export✓✓✓∼✓∼
Free / low-cost entry tier∼✓✓—∼✓
Common questions
Which form builder gets leads into my CRM fastest?
Jotform — its 100-plus native integrations push a new submission to most major real-estate CRMs the moment it lands, with no manual step. Tally and Cognito can route too, but usually through Google Sheets, Zapier or a connector you have to set up and maintain. Speed to CRM is the whole game; do not leave it to a nightly export.
Can these forms collect application fees and deposits?
Jotform, Tally, Cognito and Paperform all take payments via Stripe (Typeform on its Plus tier). Tally even includes payments on its free plan. Google Forms cannot collect payment at all — if you need an application fee, it is off the list immediately.
Will my form survive a website redesign?
Use the embed code, not a hard-coded copy, and the form updates itself when you edit it in the builder. Jotform, Tally, Cognito and Paperform all give you a stable embed plus a hosted link as a fallback, so a site rebuild does not orphan your lead capture.
Is Google Forms really that bad for real estate leads?
For lead capture, yes. No payments, no CRM push, and leads sitting in a spreadsheet you check sporadically means slow follow-up — and in real estate, slow follow-up is lost deals. Keep it for internal checklists; use a routing-capable builder for anything a prospect touches.