Faster field updates and stronger customer communication

Switching CRMs is never just a software decision. It is a workflow decision. A service decision. A culture decision. For Williams & Goodwin, based in North Wales, the goal was simple: run a tighter operation, communicate better, and build a platform the business can grow into.

From day one, the onboarding experience set the tone.

“When we first joined Rex, the onboarding process with Megan in particular was fantastic,” the team shared. “She was very attentive to detail, was explaining the process involved, and the training online was great for the staff as well.”

That early support mattered. Adoption lives or dies in the first few weeks. If the system feels heavy, people revert to old habits. If the training is vague, confidence drops. Rex’s onboarding gave the team structure, momentum, and a clear path to lift capability over time.

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Easy to start. Deeper the more you use it

The first impression was strong. Rex was “relatively easy to use at first glance.” But what stood out was what happened next. As the team dug in, they realised Rex had far more depth than expected.

“There’s so much more to Rex than what you first imagined,” they said. “The cover of the book, so to speak, is great, but the content is so much deeper. It can really help you expand your business.”

That matters for an agency thinking beyond today’s transactions. A CRM should not just hold data. It should make the next steps obvious, reduce manual effort, and support consistent service, even when the market shifts or the team grows.

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Tracks to lift communication and service

For Williams & Goodwin, the biggest upside is what Rex enables next. The team is focused on building better processes through Tracks, so communication stays consistent and nothing slips.

“The largest impact for the team overall is the advancements that we’ll now be able to take forward in setting tracks,” they explained, “more so to improve the communication with our customers, and that’s the key really to success.”

In practice, this is where better systems become better service. Tracks help create a repeatable rhythm, from enquiry to appraisal, appraisal to listing, listing to sale, and beyond. The team can standardise what “great communication” looks like, then deliver it every time, across every negotiator, without relying on memory or sticky notes.

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Usability that makes work feel lighter

Rex also stood out for usability. Not in a vague way, but in a direct comparison to what they have used before.

“Rex usability overall is by far superior to what we’ve used in the past.”

That kind of statement usually comes from lived experience. Less clicking. Less hunting. Cleaner screens. Faster updates. When the system is easier to use, it gets used. That is when the ROI shows up.

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PocketRex for the people on the road

Field work is where many CRMs fall apart. Updates get postponed until the end of the day. Notes go missing. Follow-ups happen late. Williams & Goodwin highlighted PocketRex as one of the most practical wins, especially for team members spending time out of the office.

“One of the great things is PocketRex,” they said, “which really has helped me personally and a lot of the people that we have on the road, because that allows us to dictate into it to update systems before we get back to the office and saves time.”

That is a simple shift with a big payoff. Updates happen while the detail is fresh. Tasks are logged immediately. The system stays current. And the office is not relying on end-of-day catch-up to know what is happening in the field.

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Support that responds, not deflects

A CRM is not “set and forget.” Agencies need help, answers, and sometimes changes. Williams & Goodwin called out the Support and Success teams as a key reason they feel confident investing further in Rex.

“The support team and success team within Rex is there, as it says, as the support team, and they’ve been very responsive. They’ll always try and come back to us as quick as they can to resolve any issues or to develop things further for us.”

They were also realistic about product development. Some improvements take time. But the direction and transparency builds trust.

“You can see the future developments coming forward on it as well,” they said. “Hopefully everything will be there for us as we want and streamlined to suit us as a business in the longer term.”

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Early days, clear confidence

It is still early in the rollout, and the team is honest about that. Growth metrics come later, after habits settle and the deeper features are fully embedded.

“Still early days to see any improvements in growth or scale, but pretty confident once we’re fully engaged with everything that Rex can do for us.”

The immediate focus is raising the standard of communication and service. The long-term expectation is that better service drives growth.

“We certainly hope that communication and the service and the experience that we give our customers will help our development and the business grow.”

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A competitor’s worst recommendation

The most memorable endorsement came when they were asked what they would tell another agency in North Wales considering Rex.

“If any agency in North Wales asks us why they should consider Rex, I suppose the first question would be, don’t if you’re a competitor of ours.”

It is a sharp line, but it says a lot. They see Rex as an advantage. Something worth exploring. A system they trust to help them run better today and build toward what they want tomorrow.