Meet Grove: The Real Estate CRM Built Around Your Sphere of Influence
Meagan O'Leary · Published · 6 min read
Most agents already know where their business comes from. It comes from the people who know them, and the people those people tell. According to the National Association of REALTORS® 2025 Profile of Home Buyers and Sellers, 66% of sellers found their agent through a referral or used an agent they had worked with before.
Knowing that has never been the hard part. The hard part is that a sphere of two thousand people doesn't fit in anyone's head.
That's why we built Grove, a real estate CRM for your sphere of influence from Elm Street Technology, a company that has built software for real estate professionals since 2016. Grove is built for one job: helping you stay close to the people who already know you, so the referrals keep coming.
Who is Grove built for?
Grove is built for the agent who thinks in decades, not transactions. If most of your business comes from past clients, friends, family and the people they send your way, Grove was designed around how you already work.
It is not a lead-capture tool for buying strangers' contact information. Grove starts with the relationships you already have and helps you tend them consistently, even in the busy seasons.
Agents who run on repeat and referral
You have a database of past clients and a sphere you've built over years. Grove helps you turn that list into a short, clear daily plan. Instead of a list you scroll past, you get people you can act on today.
Agents who are tired of complicated CRMs
Many agents have tried a CRM, set it up once, and stopped opening it. Grove is designed to be opened every day because it tells you something useful every time you log in: who to reach out to, and why.
How does Grove tell you who to reach out to?
When you log in, Grove puts the people who need your attention in front of you. Each name comes with a reason, so you're never guessing why someone is on the list.
Those reasons come from what's happening in your relationships. For example, Grove notices when someone opens your emails more than once, when a past client's home anniversary is coming up, or when it has simply been too long since you last connected. As a result, the people quietly getting ready to move stop looking exactly like the ones who aren't.
Ask Grove for help with the next step
Ask Grove is the assistant built into Grove. You can ask it plain questions about your sphere, and it answers from your own notes and history. For example, you might ask: "Based on what my notes say about each person, like life events, anniversaries, referrals and plans, who are the top 3 people I should reach out to this week?" Ask Grove comes back with three names and a one-line reason for each.
From there, it can also draft a personal check-in email for you to review and send.
How does Grove keep you top of mind with everyone else?
You can't personally call two thousand people every month. Grove handles the steady, background contact so your name stays warm with the whole sphere, while you focus your personal time on the short list.
A monthly newsletter, written for you
Every month, Grove writes a newsletter on your behalf and applies your branding: your name, photo, contact details and colors. You can review and edit it before it goes out to your network. That means your sphere hears from you every month without you writing a word from scratch.
Ready-made emails for every occasion
Grove includes a growing library of email templates for the moments that matter in a client relationship. These include birthday wishes, a home inspection guide for buyers, a referral thank-you and many more. Each one is ready to send as is, or to personalize first.
Campaigns when you have something to say
When you want to send something of your own, such as a market update or a just-listed announcement, Grove's AI campaign builder helps you draft it quickly. Furthermore, it uses the same branding, so every email looks like it came from you.
What else does Grove keep track of?
Staying in touch is only part of the job. Grove also keeps the rest of your business in one place, so follow-through stops depending on memory.
The people around your people
Relationship mapping lets you connect the people in your sphere to each other: households, family members and who referred whom. For example, you can see that a past client's daughter is about to start university and may need a condo near campus. These connections are often where the next referral comes from.
Every deal, first conversation to closing table
Grove's deal tracking comes with ready-to-use stages and playbooks, and you can shape them to how you close. In addition, every task you owe a client sits in one list, so nothing slips between the offer and the keys.
Goals based on what you actually do
Instead of a commission target you check once a quarter, Grove lets you set goals around daily activity, such as reaching out to a set number of people each day. Grove then tracks your pace, so you can see whether your habits match your plans.
How Grove works: 4 steps from sign-up to your first week
- Add your sphere. Add your contacts to Grove and tag past clients, family and friends so Grove knows who's who.
- Set up your branding. Add your headshot, contact details and brokerage colors. Grove applies them to your newsletter, templates and campaigns.
- Open Grove each day. Grove shows you who to reach out to and why. Make your touches, and log the activity as you go.
- Let Grove keep everyone else warm. Review your monthly newsletter, send templates when moments come up, and watch the relationships compound.
What does Grove cost?
Grove is $60 a month, or $600 a year if you pay annually (that works out to $50 a month). Every plan includes the full product: the daily view of who to reach out to, Ask Grove, the branded monthly newsletter, the template library, campaigns, relationship mapping, deal tracking and goals. All prices exclude applicable taxes.
You can try Grove free for 15 days before you decide.
Key takeaways
- Grove is a real estate CRM for your sphere of influence, built for agents who grow through repeat and referral business.
- It tells you who to reach out to and why, every time you log in, based on what's happening in your relationships.
- It keeps everyone else warm with a branded monthly newsletter, a library of ready-made emails and an AI campaign builder.
- It keeps the rest in one place: relationship mapping, deal tracking with ready-made playbooks, tasks and activity-based goals.
- It's $60 a month or $600 a year, with a 15-day free trial.
Frequently asked questions
What is Grove?
Grove is a real estate CRM from Elm Street Technology, built for agents whose business comes from their sphere of influence. It shows you who to reach out to each day, writes your monthly newsletter and keeps your deals and tasks in one place.
Is Grove a good CRM for a sphere of influence business?
Yes, that's exactly who it's built for. Grove starts with the relationships you already have rather than buying new contacts. Its daily list, branded newsletter and relationship mapping are all designed around repeat and referral business.
Does Grove write my newsletter for me?
Yes. Grove writes a newsletter every month and applies your branding. You can review and edit it before it goes out to your network.
Do I need to be tech-savvy to use Grove?
No. Grove is built to be opened every day and understood at a glance. It tells you who to contact and why, and Ask Grove answers questions in plain language. If you need help, our support team is available Monday to Friday, 9 a.m. to 5 p.m. ET.
How much does Grove cost?
Grove is $60 a month, or $600 a year billed annually. Every plan includes the full product, and all prices exclude applicable taxes.
Can I try Grove before I pay?
Yes. Every new account starts with a 15-day free trial, so you can add your sphere, set up your branding and see who Grove suggests you reach out to before you decide.
