Choosing a CRM is one of the most consequential technology decisions an agency makes. Get it right, and you have a foundation for years of productive client management. Get it wrong, and you’re stuck with painful data migration or, worse, a system your team refuses to use.

I’ve helped over 40 agencies select and implement CRM systems over the past three years. Here’s my comprehensive comparison of the three platforms dominating the Australian market.

AgentBox: The Established Workhorse

Pricing: $200-400/month per user (volume discounts available) Best for: Mid-size independent agencies, established teams wanting depth

AgentBox has been around since 2003, making it ancient by PropTech standards. That longevity shows in both the depth of features and the occasionally dated interface.

Strengths

Portal Integration AgentBox has the tightest integration with REA Group’s realestate.com.au and Domain. Listings push automatically with proper field mapping. Enquiries flow back into the CRM within minutes. If portal efficiency matters (it should), AgentBox delivers.

Automation Workflows The drip campaign and automation builder is genuinely powerful. You can create sophisticated workflows—automatic follow-ups at 7, 14, and 30 days after appraisal, vendor reporting sequences, buyer nurture campaigns. Most agencies only scratch the surface of what’s possible.

Reporting AgentBox’s reporting suite is comprehensive. Days on market tracking, conversion rates through the pipeline, individual agent performance metrics, vendor source attribution. If you’re data-driven about managing your business, these reports inform real decisions.

Weaknesses

User Interface There’s no gentle way to say this: AgentBox looks like it was designed in 2010 because it largely was. The workflow requires more clicks than modern alternatives. New agents find the learning curve steep.

Mobile App Functional but basic. You can access contacts and add notes on the go, but serious work requires a desktop. Given how much agent work happens in cars and at properties, this is a real limitation.

Setup Complexity Getting AgentBox configured properly takes time and usually requires paid support or consultant help. Budget 2-3 months for a proper implementation if you’re moving from another system.

Rex: The Modern Challenger

Pricing: $300-500/month per user Best for: Growth-focused agencies, teams prioritising user experience

Rex launched in 2015 with a mission to modernise real estate software. The interface is noticeably cleaner than AgentBox, and recent features show genuine innovation.

Strengths

User Experience Rex looks and feels like modern software. The interface is intuitive enough that most agents can start using it productively within days, not weeks. Reduced training time means faster team adoption.

Property Management Integration If you run a rent roll alongside sales, Rex handles both in one system. The handover workflow from sales to property management is smooth. This alone can justify the price premium for agencies with mixed business models.

Mobile App Significantly better than AgentBox. Full functionality on the phone, voice notes that transcribe automatically, quick actions that don’t require navigation through menus. Agents actually use this in the field.

API and Integrations Rex plays well with third-party tools. I’ve seen agencies integrate it with marketing platforms, accounting software, and AI tools from AI consultants Sydney for enhanced prospecting. The open architecture enables customisation.

Weaknesses

Price Rex is the most expensive of the three, sometimes significantly so for larger teams. The per-user pricing adds up quickly for 10+ agent offices.

Reporting Depth While improving, Rex’s reporting isn’t as comprehensive as AgentBox. Some metrics require manual calculation or export to spreadsheets. If you need granular pipeline analytics, you may find gaps.

Australian Market Data AgentBox has deeper historical integration with property data providers. Rex is catching up but still lags on some data connections that long-time AgentBox users take for granted.

VaultRE: The Value Option

Pricing: $150-300/month per user Best for: Solo agents, small teams, budget-conscious agencies

VaultRE (formerly Vault) positions itself as the accessible alternative. What started as a basic system has matured considerably, and the price-to-value ratio is now compelling.

Strengths

Pricing For solo agents or small teams, the cost difference is substantial. A three-person team saves $5,000-10,000 annually compared to Rex. That’s real money for independent operators.

Core Functionality VaultRE covers the essentials well: contact management, listing workflows, enquiry tracking, basic automation. For agents who need reliability more than bells and whistles, it delivers.

Simplicity Less feature-rich means less complexity. Agents who were overwhelmed by AgentBox often find VaultRE more manageable. Sometimes the best system is the one you’ll actually use.

Improvement Trajectory The platform has improved markedly over the past two years. Features that once required workarounds are now native. If you dismissed VaultRE previously, it’s worth another look.

Weaknesses

Scale Limitations VaultRE shows strain with larger agencies. Performance can lag with extensive databases, and team management features aren’t as robust. If you’re planning significant growth, you may outgrow it.

Integration Ecosystem Fewer third-party integrations than Rex or AgentBox. If you rely on specific PropTech tools, check compatibility before committing.

Portal Integration The basics work, but the integration isn’t as refined as AgentBox’s. Some agents report manual steps required that competitors handle automatically.

The Decision Framework

After dozens of implementations, here’s how I guide agencies through the decision:

Choose AgentBox if:

• You’re a mid-size agency (5-20 agents) wanting proven reliability
• Data depth and reporting drive your management decisions
• You have budget for proper implementation support
• Your team will invest time in learning the system thoroughly

Choose Rex if:

• User adoption is your primary concern (team resistance to technology)
• You need sales and property management in one system
• Modern interface and mobile functionality matter
• You’re willing to pay premium for better user experience

Choose VaultRE if:

• You’re a solo agent or team under 5
• Budget is a genuine constraint
• You need core functionality without complexity
• You’re not planning rapid scaling in the next 2-3 years

Migration Considerations

Switching CRMs is painful regardless of direction. Budget 3-6 months for a full transition, including:

• Data cleaning before export
• Field mapping between systems
• Historical data migration (partial loss is common)
• Team training and workflow adjustment
• Parallel running period

The hidden cost of CRM switching is lost productivity during transition. Factor this into any ROI calculation when considering a change.

My Recommendation

For most agencies in 2024, Rex offers the best balance of capability and usability. The higher price is justified by improved team adoption and ongoing productivity gains.

AgentBox remains the right choice for data-focused agencies who will fully exploit its depth and don’t mind the dated interface.

VaultRE is a smart choice for cost-conscious independents who need reliable basics without premium pricing.

Whatever you choose, commit to it properly. A well-implemented basic CRM beats a sophisticated system your team ignores. The best technology is the technology that gets used.

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Linda Powers has helped over 40 Australian real estate agencies select and implement CRM systems. She spent 25 years in Sydney real estate before transitioning to PropTech consulting.