Apto CRM vs. modern CRE CRMs: What brokers need to know in 2025

Commercial real estate brokers rely on CRMs to manage relationships, track deals, and stay ahead of the competition. For years, Apto was a leading name in CRE CRM software—it’s why Buildout acquired the business. But the industry has evolved quickly, and modern CRE CRMs such as Rethink are redefining what brokers expect from their technology in 2025.

If you’re heard about Apto, a Buildout acquired company, and wonder how it compares to other CRE CRM platforms, here’s what you need to know.

What Apto CRM Does Well

Apto has been a go-to tool for brokers who want Salesforce-based CRM functionality customized for commercial real estate. It covers:

• Contact and company management
• Property and listing tracking
• Deal pipeline management
• Historical comp records
• Reporting and dashboards (via Salesforce)

For existing users, it remains a reliable way to organize client data inside Salesforce. However, it’s important to note: Apto is no longer being sold to new customers—only maintained for its current base.

Where Apto Falls Short in 2025

While Apto helped brokers digitize deal tracking, many firms have found gaps compared to newer CRE-specific CRMs:

• Admin-heavy: Built on Salesforce, Apto often requires IT support and ongoing admin hours.
• Fragmented workflow: Prospecting data and marketing features are not natively included, requiring integration with additional software tools
• Slower innovation: Since Buildout’s acquisition in 2022, product development has shifted toward next-generation solutions.

What Modern CRE CRMs Deliver

Brokers in 2025 expect more than just contact management—they need an all-in-one workflow that connects prospecting, CRM, marketing, and deal closing. Modern CRE CRMs like Buildout Rethink and Rethink+ deliver exactly that.

Rethink CRM

• It’s THE Salesforce instance with broker-friendly workflows purpose-built for CRE
• Simple, intuitive dashboards for deal and pipeline tracking
• Full integration with Buildout’s marketing and syndication tools
  
  

Rethink+ (Next Generation)

• Prospecting built in: Integrated property ownership data + GeoSearch
• Automation: Follow-ups, workflows, and reminders to keep deals moving
• Connected platform: Works seamlessly with Buildout Marketing, Showcase, and Manage & Close
• Time-saving features: Automated templates and workflows reduce manual tasks
• Broker-first experience: Streamlined design for brokers, not IT teams
  
  

Why Brokers Are Moving Beyond Apto

The biggest difference? Connected workflows. Instead of piecing together prospecting tools, marketing platforms, and financial systems around a CRM core, Buildout brings it all under one roof. Brokers can:

• Find the right owners faster
• Win and market listings with professional, on-brand materials
• Track deals and close faster with clearer pipeline visibility

Bottom Line: Buildout Has the Solutions Brokers Need

Apto CRM set the stage for CRE-focused CRMs, but in 2025 (and beyond) brokers need platforms designed for speed, integration, and growth. Buildout’s Rethink and Rethink+ provide the modern features that help brokers win more listings, strengthen relationships, and close deals faster.‍

Ready to see what’s next after Apto? Request a demo of Buildout Rethink+ today.