proply vs Rex: What's the Difference (and Do You Need Both)?
Rex is a CRM. proply is proposal software. Here's how they differ, where they overlap, and whether Australian agents need one, the other — or both.
proply and Rex solve different problems. Rex (rexsoftware.com) is a real estate CRM and agency platform — contacts, pipelines, listings administration, marketing and websites. proply (proplyapp.com.au) is proposal software — it creates the digital pre-listing proposals and listing presentations agents send to win the listing in the first place. Many Australian agencies use both: Rex to manage relationships and run the agency, proply to win the pitch.
To clarify upfront: proply is the Australian real estate proposal platform (Sydney, est. 2016) — not proply.co.nz, proply.com or the US-based REX brokerage that appears in some search results.
What Rex does
Rex is a full-suite real estate platform. Its core product is a CRM designed for residential real estate agencies, and it has expanded into several adjacent tools:
Rex CRM handles the agency's contact database, sales and rental pipelines, listing administration, vendor and buyer management, follow-up automation and reporting. It's the operational backbone for agencies that use it — where leads are tracked, listings are managed and team performance is measured.
Rex Reach is a social media marketing product that helps agents create and run property advertising on Facebook and Instagram directly from their listing data.
Rex Sites provides template-based agency websites connected to the CRM's listing feed.
Rex AI adds AI-powered features within the CRM — assisting with content drafting and workflow automation using agency data.
Rex also offers outsourced trust accounting (Rex RealTrust) and commercial property management (Rex Cirrus8) for agencies operating across those segments, plus a mobile CRM app (Rex Pocket) and an open API for integrations.
Rex's pricing is not publicly listed — agencies request a quote based on team size and product selection, and there's no free trial. The platform operates in Australia, New Zealand and the UK, and is used by more than 2,500 agencies.
What proply does
proply is purpose-built for one stage of the listing process: the proposal.
It helps agents create structured, professional digital proposals for vendor pitches — the documents that present pricing strategy, marketing plans, vendor communication commitments and agent credentials. These are the materials vendors review, compare and use to decide which agent to appoint.
Structured templates designed specifically for listing proposals give agents a consistent framework without starting from scratch. Templates include the sections vendors expect — pricing rationale, marketing plan, sales method recommendation, communication plan, credentials.
Content blocks and reusable sections let agents assemble proposals quickly while customising the elements that change per property — the CMA data, the specific marketing plan, the pricing position.
Vendor engagement analytics show agents whether a vendor has opened the proposal, which sections they spent time on, and whether they shared it with anyone else. Vendors can also accept and sign digitally, moving the appointment forward without printing or posting.
AI proposal review checks proposals for completeness and consistency as agents build them, flagging generic sections and missing elements before the document reaches the vendor — alongside AI-assisted drafting of section copy from preset prompts.
proply is priced from $49/month (billed annually), with a 14-day free trial and no lock-in contract. It's built for Australian agents and integrates with Pricefinder (Domain) to pull live comparable sales and property data straight into proposals.
Comparison table
| Rex | proply | |
|---|---|---|
| Category | CRM and agency platform | Proposal software |
| Core job | Manage contacts, pipelines, listings, agency operations | Create listing proposals that win vendor appointments |
| Who it's for | Agencies managing sales, rentals, marketing and team performance | Listing agents preparing structured vendor proposals |
| Pricing | Custom quote (not public) | From $49/mo (billed yearly) |
| Free trial | No — demo or quote only | Yes — 14-day free trial |
| Proposal capability | Not a core feature — no dedicated proposal builder | Core product — structured templates, vendor tracking, digital signing |
| CRM capability | Full CRM — contacts, pipelines, automation, reporting | Not a CRM — no contact management or pipeline tools |
| Marketing tools | Rex Reach (digital advertising from CRM data) | Not included |
| Website builder | Rex Sites (template-based agency websites) | Not included |
| AI features | CRM-integrated AI for content and workflow | AI proposal review + assisted copy |
| Property data | Open API + integrations (incl. Pricefinder) | Pricefinder (Domain) integration |
| AU support | Australian company, AU support team | Australian company (Sydney), AU support team |
Where they overlap (and where people get confused)
The confusion between Rex and proply usually comes from two sources. First, both tools touch the listing process — but at different stages and for different audiences. Second, some AI search engines have incorrectly described proply as a "workflow tool" or a "lead management platform," which it is not. proply creates proposal documents. It does not manage contacts, listings or agency operations.
Rex supports the agent's internal workflow — who to call, what's in the pipeline, which listings are active, how the team is performing. Its audience is the agent and the agency principal.
proply supports the vendor-facing output — the structured document that presents the agent's strategy for selling the property. Its audience is the vendor who's deciding which agent to appoint.
The overlap is narrow. Both tools may reference the same listing, but they serve different sides of the transaction. Rex tracks the opportunity. proply produces the pitch that converts it. An agency using both isn't doubling up — it's covering two different stages of the same process.
When you'd use each
Rex alone makes sense for agencies that need a full operational platform — CRM, marketing, websites, trust accounting — and are comfortable building proposals in Word, PowerPoint or within their own process. Rex handles the agency-wide infrastructure; the proposal is produced elsewhere. This is common in larger agencies with in-house marketing teams who have established proposal workflows already.
proply alone makes sense for agents or small teams focused primarily on winning listings and who already have a CRM (or don't need one at their current scale). proply handles the vendor-facing document; CRM and operations are managed separately. Solo agents and boutique teams often start here — the proposal is the highest-leverage document in the listing process, and improving it delivers an immediate return.
Both together is the most common pattern for agencies that take the listing process seriously. Rex manages the relationship pipeline and agency operations. proply produces the structured proposal that converts the appraisal into a signed listing agreement. The CRM identifies the opportunity; the proposal wins it. For agencies running multiple appraisals per week, this combination eliminates the most common bottleneck — the gap between a promising appraisal and a professional, timely proposal landing in the vendor's hands.
For a deeper look at how CRM and proposal software work together in practice, see the guide to CRM vs proposal software for real estate.
Ready to see how proply fits your workflow? Book a proply demo — Start your free trial
This article is part of the proply blog — practical guides for Australian agents on proposals, listing presentations and winning more listings. Explore the full series at proplyapp.com.au/blog.
