Overview

In property, relationships drive revenue, but when sales, marketing, and maintenance data live in different systems, that relationship breaks down.
For this leading homebuilder, growth had amplified complexity. Enquiries came from multiple platforms, consultants worked in silos, and aftercare relied on manual tracking. The business needed more than visibility; it needed a unified foundation.

The transformation delivered a single HubSpot ecosystem that connected every stage of the journey, from the first enquiry to post-handover service. Marketing, sales, and aftercare now run through one platform, with every lead, task, and follow-up automated and traceable.
Consultants focus on clients, not admin. Leadership sees live performance data. And customers experience consistency at every step, building trust long before the first brick is laid.

Problem Statement

Disconnected tools and manual processes slowed response times and fractured the customer journey. Marketing had no link to sales data; aftercare operated independently; and without clear reporting, the team couldn’t measure conversion or client satisfaction.
The result: lost efficiency, missed opportunities, and a growing gap between operational effort and customer experience.

What We Implemented

We replaced fragmented systems with a unified HubSpot architecture covering the full lifecycle:

• Centralised CRM integrating all lead sources (OpenLot, REA, website forms)

• Automated lead assignment and follow-ups to eliminate delays

• Dedicated maintenance and aftercare ticketing pipelines with SLA tracking

• Nurture and re-engagement workflows for long-term prospects

• Connected dashboards providing real-time sales, marketing, and service insights

The Approach

1. Discovery: Mapped the complete buyer and homeowner journey, from first enquiry to maintenance request.

2. Design: Structured pipelines that mirrored real-world processes and removed friction between teams.

3. Automation: Replaced manual handovers with intelligent workflows, alerts, and reminders.

4. Enablement: Embedded Supered-powered training directly inside HubSpot to drive adoption and independence.

The result wasn’t just operational efficiency, it was a cultural shift toward data-driven customer experience.

Use Cases

• Sales Conversion: Automated routing and follow-ups reduce response time and increase consultant accountability.

• Marketing Attribution: Leadership can now track which campaigns drive actual contracts.

• Aftercare Excellence: Maintenance requests flow through Service Hub with automated updates and SLAs.

• Customer Retention: Nurture sequences re-engage past enquirers when new estates or releases launch.

What We Solved For

• Siloed data and inconsistent communication between sales and service

• Manual, error-prone tracking across the customer journey

• Lack of visibility into conversion, ROI, and customer satisfaction

• Reactive service processes with no performance oversight

Business Impact

The transformation connected marketing, sales, and aftercare into one living system.
Response times dropped, follow-ups became automatic, and leadership gained real-time visibility across the entire pipeline.
Customers now enjoy a consistent, transparent experience, from the first display-home visit to post-handover maintenance.
For the business, HubSpot has become more than a CRM, it’s the operating backbone of how homes are built, sold, and supported.

Future State

With unified data and automation in place, the foundation is set for advanced analytics, AI-driven lead scoring, and dynamic marketing based on buyer intent.
The CRM now acts as the launchpad for smarter decisions, stronger relationships, and measurable growth across every touchpoint.

Conclusion

This project redefined what a CRM means for homebuilders. By merging people, process, and technology into one system, it created an engine for consistency, visibility, and trust, the three pillars of sustainable growth.