Rex Software has launched a suite of artificial intelligence features for its customer relationship management platform, designed to automate administrative tasks and improve data management for estate agents.
The company’s Chief Revenue Officer, Tom Ainsworth, said the new tools aim to address common workflow bottlenecks identified by Rex’s AI advisory board, including data quality issues and inefficient prospecting processes.
Four-part AI system
The Rex AI system operates through four distinct functions within the CRM platform. AI Admin handles data entry and processing through voice or text input, while AI Prospecting identifies potential client opportunities and suggests communication strategies.
AI Nurture manages automated follow-up communications, and AI Manage provides performance monitoring and forecasting capabilities.
According to the company’s advisory board, the features were developed in response to findings that administrative backlogs lead to deteriorating data quality, and that agents often lack clarity on prioritising client contacts.
The technology sector has seen growing interest in AI applications for estate agent databases, as firms seek to improve operational efficiency.
“AI won’t replace agents, but those who leverage AI will replace those who don’t,” Ainsworth said. “Rex brings the power of AI directly into the CRM our customers use daily, speeding workflows, unlocking insights, and turning their database into an active growth engine.”
Market context
The launch comes as property technology firms increasingly integrate automation tools into agent workflows. The move follows broader industry investment in digital infrastructure, with firms across the sector exploring ways to reduce administrative overheads.
Rex Software has not disclosed pricing details for the new AI features or implementation timelines for existing clients. The company operates primarily in the UK and Australian markets, providing CRM systems to estate agencies of varying sizes.
The announcement follows other recent changes in the sector, including organisational restructuring at major agencies as firms adapt to changing market conditions.
