Here at Rex Software we develop what our existing clients say is “Australia’s most intuitive CRM in real estate”. This blog will explain exactly what a CRM is, what it should be doing for you and your agency and how Rex offers a turnkey solution for your agency.
What is a CRM in real estate?
In real estate, a CRM (Customer Relationship Management) system is a software tool designed to help real estate agents and agencies manage their interactions with clients and potential clients. It helps organise and track contacts, manage leads, and streamline communication.
Real estate is becoming an increasingly competitive industry. Forward-thinking agencies, with ambitions of growing their business, even in quiet times, are constantly looking for ways to better service their clients and really create an edge between themselves and their competitors. In today’s technology-driven world, client relationship management (CRM) tools play a significant role in this for real estate agencies.
A good CRM is the secret weapon that successful businesses, including real estate agencies, use every day. Real estate agencies that effectively use a CRM system focus on their clients – vendors, landlords, buyers and tenants – meaning they build a bigger and better business because of it.
What features to look for in a CRM system
Client management
A robust CRM in real estate should be a central hub for managing all client interactions, including prospects, vendors, buyers, landlords, and tenants. It should offer tailored solutions for each type of client, ensuring that every interaction is meaningful and personalised. This means tracking detailed information about each client, such as their preferences, past interactions, and current status, to ensure that communication is relevant and timely. The CRM should also support the entire client lifecycle, from initial contact to post-sale follow-ups, ensuring that no opportunity is missed and every client feels valued.
Ease of use
The most critical aspect of any CRM is its ease of use. A CRM should streamline workflows and reduce the time spent on administrative tasks. This involves intuitive navigation, simple data entry, and automated processes that minimise manual effort. Users should be able to quickly access and utilise all features without needing extensive training or constant reference to a manual. The design should be user-centric, focusing on practical functionality that aligns with how real estate professionals work daily. An easy-to-use CRM increases adoption rates among staff, leading to better data consistency and more efficient operations.
Automation
Efficiency is key in real estate, and a good CRM should automate repetitive tasks such as follow-ups, marketing campaigns, and listing management. For example, it should automatically send emails or SMS messages to clients at critical points in the buying or selling process, reducing the likelihood of missed opportunities. The CRM should also facilitate multi-channel communication, allowing users to reach clients via letters, emails, and SMS with minimal effort. Automation frees up time for real estate professionals to focus on building relationships and closing deals, rather than getting bogged down in routine tasks.
Long-term client retention
A CRM should not just focus on the immediate transaction but also on maintaining long-term relationships. It should include features that help track past clients and prompt timely follow-ups, ensuring that they remain engaged with the agency. By keeping in touch with past buyers and vendors through periodic updates or personalised messages, the CRM helps build loyalty and encourages repeat business. This long-term approach turns one-time clients into lifetime customers, enhancing the overall value of each relationship and providing a steady stream of referrals and repeat transactions.
Listing management
Managing listings effectively is crucial in real estate, and a CRM should be a powerful tool in this regard. It should offer seamless integration with real estate portals, enabling users to upload and update listings with ease. Additionally, it should generate essential documents such as brochures, stock lists, and open home lists, all from within the system. The CRM should also track critical details related to vendor-paid advertising (VPA), buyer feedback, and contract dates (e.g., deposit, finance, settlement). By centralising these tasks, the CRM simplifies the listing process, ensuring that all information is up-to-date and accessible, and that every listing receives the attention it deserves.
Fully featured mobile app
A real estate CRM with mobile app is a powerful tool, giving agents the freedom to manage work from anywhere. With a mobile app, agents can view property details, client info, and messages on the go, so they never miss a beat. It allows for quick replies to leads, easy scheduling, and real-time updates to keep records current. Push notifications for reminders and new leads help agents stay on top of tasks and act fast. This easy access boosts productivity and improves service, making it a key tool for today’s real estate pros.
How to choose the best CRM for your real estate business
Not all CRMs are created equal, especially when you’re running a fast-paced real estate business. Agents and admins are juggling dozens of listings, multiple lead sources, endless client comms, and back-to-back appointments. And all of that often happens on the road.
Choosing a CRM that truly fits your agency’s workflow is essential. The right CRM becomes the heartbeat of your business, helping you work smarter, reduce double handling, and ultimately win more listings.
To pick the best CRM for your agency, ask yourself these five questions.
1. Is it built for real estate?
A one-size-fits-all CRM might look tempting at first glance, but it often falls short when it comes to the specifics of real estate. You don’t need a CRM that tries to be everything to everyone. You need one that understands your world.
Rex is built from the ground up for real estate. That means it speaks your language and solves your day-to-day challenges without needing workarounds or bolt-on tools. With Rex, you get:
- Property listing integration with major portals like realestate.com.au and Domain
- Smart buyer-matching tools to connect listings with the right clients automatically
- Branded email templates that reflect your agency’s identity
- Open home and inspection features built into the system (and available via mobile)
This isn’t just about convenience; it’s about making your everyday tasks faster, easier, and more effective.
2. Can it integrate with your existing tools?
Nobody wants to spend hours copying data between systems or trying to wrangle disconnected tools. A good CRM should play nice with the rest of your tech stack.
Rex CRM is designed to reduce tech sprawl and bring everything together in one clean, powerful hub. It integrates seamlessly with:
- Listing portals like realestate.com.au, Domain, and CoreLogic
- Email platforms like Gmail and Outlook
- Calendar tools, so you never miss a follow-up or appointment
- Digital signing platforms like DocuSign
- Prospecting tools like RITA
- Workflow automators like Zapier, giving you custom automations across apps
Plus, with a fully open API, Rex CRM gives you the power to connect with pretty much anything, future-proofing your agency as new tools hit the market.
3. Does it scale with your business?
You’re not standing still, so why should your CRM?
Whether you’re hiring more agents, opening new offices, or refining your business model, the right real estate CRM should scale alongside you. That means:
- You can easily add users, teams or offices as you grow
- Set custom roles and permissions for better team management
- Build out advanced reports and dashboards that reflect what really matters to your business
- Automate tasks and workflows to reduce admin as things ramp up
Rex CRM gives you full control to run your agency, your way, and never outgrow your system.
4. How easy is the onboarding and training process?
Even the best CRM in the world is useless if no one wants to use it.
Choose a CRM provider that puts simplicity at the centre of everything it does, with a clean interface and intuitive layout that agents and admins actually enjoy using. Onboarding should also be fast and supported every step of the way.
With Rex, here’s what you get:
- Easy setup and onboarding with a friendly team guiding you through it all
- Rex University with self-paced training content, video tutorials and live webinars
- On-the-ground support from local real estate tech experts who speak your language
Most teams are confidently using Rex CRM within 12 days. That means less downtime, less frustration, and more productivity from the get-go.
5. What about data security and compliance?
In real estate, you’re handling sensitive data: client details, contracts, valuations, and more. The best CRM should strive to protect that information, not put it at risk.
Rex has you covered, with:
- Secure, encrypted servers to keep your data safe
- Compliance with Australian privacy laws, including the Privacy Act 1988
- Robust data backup and recovery systems so you’re never caught out
Choose peace of mind so you can focus on building trust with clients knowing their information is handled securely and professionally.
How to switch real estate CRM
Switching to the right CRM system can significantly enhance your efficiency and client management, but it's crucial to approach the transition with careful planning to ensure a smooth process. Here’s how to make the switch less complicated:
Plan thoroughly
Start by defining clear objectives for your new CRM and create a detailed migration plan. This plan should outline key milestones, timelines, and responsibilities to keep the process on track. Choosing a CRM that aligns with your business needs and integrates seamlessly with your existing tools is essential for a successful transition.
Prepare and clean data
Before migrating, clean your existing data by removing duplicates and correcting errors. Properly mapping data fields from your old CRM to the new system ensures that all information is accurately transferred, minimising disruption.
Provide training
Equip your team with comprehensive training on the new CRM to help them adapt quickly. Effective training should cover the CRM’s features and how they benefit daily operations, ensuring that users are comfortable and proficient with the new system.
Test and validate
Conduct thorough testing and validation of the new CRM before fully implementing it. This includes running pilot tests to identify and resolve any issues. Validating data accuracy and system functionality will help prevent problems and ensure a smooth transition.
Communicate and support
Maintain clear communication with all stakeholders throughout the migration process. Establish support channels to address any post-migration issues promptly. Monitoring performance and gathering user feedback will help you make necessary adjustments and improve the system’s effectiveness.
