Rex Software

Rex Software is an all-in-one real estate software platform trusted by over 10,000 agency professionals across Australia, the UK, and New Zealand. Their product suite covers everything from CRM and AI-assisted workflows to property marketing and real estate websites – built to help agencies list, sell, rent, and manage more, faster.

As Rex expanded its platform and moved into new regions, their marketing website needed to keep pace. They partnered with 224 Industries to redesign and rebuild rexsoftware.com in Webflow – creating a scalable design system their team could own, extend, and localise across markets without relying on custom development for every update.

The result is a cohesive, component-driven marketing website that gives Rex's team the confidence to move fast – launching new pages, managing content, and adapting to regional markets independently.

The Challenge

Rex Software had outgrown their existing website setup. As their product offering deepened and their geographic footprint expanded, the site struggled to keep up. Adding pages, adapting content for the UK and New Zealand markets, and maintaining visual consistency across a growing product suite had become slow, friction-heavy work.

The marketing team needed more than a redesign. They needed a structured system – one built around reusable components and flexible CMS architecture – that would let them scale the site without triggering a development dependency every time something needed to change. Localisation wasn't an afterthought; it was a core requirement from the start.

Our Approach

Discover - We began by getting clear on what the site needed to do and who it needed to serve. That meant understanding Rex's ICP across each market, mapping the product suite and how buyers navigate it, and aligning on the website's strategic role in their go-to-market motion. We defined the sitemap and information architecture before any design work began – locking structure so the build could move without second-guessing.

Create - With strategy confirmed, we designed the full set of page layouts and established the visual direction that would carry across every region and product. The design was built as a system from the ground up – every component defined with reuse in mind, every layout grounded in the component logic established during discovery. We then built the full website in Webflow, implementing the CMS structure, GSAP animations, custom JavaScript, and third-party integrations that brought the system to life.

Enable - Handover was structured around ownership, not just access. The site was migrated into Rex's Webflow workspace, and their team was trained on how to use the system – how to build new pages using existing components, manage CMS content, and extend the site as the product and team scale. Design guidelines and system documentation were delivered alongside the site, so the team has a clear reference as they continue to grow.

What We Built

Full Site Redesign - We redesigned rexsoftware.com from the ground up – creating a clean, high-performing marketing site that reflects the maturity of Rex's platform and supports their sales motion across residential and commercial real estate markets.

Component- Based Design System - Every section and layout was built as a reusable Webflow component. The system is structured so Rex's team can assemble new pages without writing code or requesting custom development – giving marketing real control over the site's growth.

Webflow CMS Setup - We architected the CMS collections to support Rex's content at scale – case studies, product updates, articles, resources, and more. Fields were defined to work with the component system, so content updates flow through cleanly without breaking layout.

Localisation Support - Rex operates across Australia, the UK, and New Zealand. The site was structured to support regional variations in content and navigation, allowing the team to maintain a consistent brand experience while tailoring messaging and offers to each market.

GSAP - Animations - Motion was applied consistently across the site using GSAP – reinforcing the brand's energy without compromising performance. Animations are implemented as part of the component system, so they carry through to new pages automatically.

Custom Javascript - Where Webflow's native functionality needed extending, we built custom JavaScript to handle specific interactions and behaviours – keeping the site responsive and reliable across devices and use cases.

Third-Party Integrations - Key third-party tools were integrated into the site to support Rex's lead generation and marketing workflows – connecting the website with the systems their team already relies on.

Results

Rex Software launched with a marketing website that finally matched the scale and ambition of their platform. The component system means their team can build new pages, update content, and adapt the site for different regions without bottlenecks or developer tickets. What used to require custom work can now be handled directly by marketing.

The localisation structure gives Rex the flexibility to operate confidently across AU, UK, and NZ – maintaining brand consistency while speaking to each market on its own terms. The site is built to grow with the business, and Rex's team has the training, documentation, and system ownership to make sure it does.