Smarter Workflows, Better Properties: Mark Hinkins on REX’s Vision for Lettings Software

In this episode of Rethinking Rentals, Gurman Bains is joined by Mark Hinkins from REX Software to explore the shifting landscape of CRM systems in the UK property industry — and why lettings agents have historically been underserved by traditional platforms.

Mark shares REX’s journey from Australia to the UK, how their approach to property management tech differs, and why they’ve built a standalone system specifically for lettings professionals. The conversation also dives into the role of AI in the future of estate agency, the commoditisation of PropTech, and how agents can future-proof their tech stack to stay competitive.

Sales vs. Lettings — One Size Doesn’t Fit All

Mark explains that most CRM systems in the UK were built for sales agents, with lettings functionality added on later as an afterthought. This has created a disconnect for property managers, who often end up relying on fragmented or clunky tools that don’t reflect the reality of their daily workflows.

REX’s Two-System Approach

Rather than forcing lettings to fit within a sales CRM, REX is launching a dedicated property management platform—designed specifically for letting agents. It runs alongside the existing sales CRM, giving agents flexibility without compromise.

Lettings as the Next Tech Battleground

As PropTech matures, lettings is becoming a focal point for innovation. Mark shares how the complexity and regulation in this area make it ripe for transformation—and how agencies that embrace specialist tools will stand out.

Compliance as a Value-Add

With the upcoming Renters Reform Bill and growing regulatory scrutiny, compliance is no longer just a back-office function. Mark argues that agents should treat compliance as a core part of their value proposition, particularly when speaking to landlords.

The Real Role of AI in Agency

AI isn’t about replacing agents—it’s about enabling them to do more of what they’re best at. Mark discusses how REX is using AI for smart search, auto-suggestions, and task automation, freeing up time for customer-facing work.

PropTech Overload and Choosing the Right Tools

With so many products on the market, it’s easy for agencies to become overwhelmed. Mark recommends looking beyond features and focusing on integration, user experience, and long-term support when choosing technology partners.

What’s Next for the Industry

Mark shares his predictions for the next 12 months—from the rise of voice-enabled tech to smarter automation across lettings workflows. The message is clear: agents who adapt will thrive.