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A multi-system integration that helped turn Rawson Group around

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A multi-system integration that helped turn Rawson Group around
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Rawson Group is a high-performing residential property developer operating across New South Wales, Australia. In the face of a post-boom market slowdown, they were eager to modernise their marketing and sales processes to ensure efficiency, lead quality, and attribution accuracy.

The problem

After years of success in a hot market, Rawson found themselves ill-equipped to handle a colder, more competitive climate. They needed a smarter way to connect marketing activity to sales outcomes—and to fix the tension between departments.

Problem 1:

Rawson’s CRM, Runway, was outdated and inflexible, yet immovable due to licensing issues. Sales were forced to use it—but it offered no visibility into lead quality or attribution.

Problem 2:

Sales were chasing leads who weren’t ready to buy—sometimes 12–18 months out. Meanwhile, Marketing couldn’t prove the value of their campaigns, fuelling internal friction.

The solution

What began as a media strategy engagement quickly evolved into a full-scale systems overhaul. We introduced HubSpot Marketing Enterprise Hub as the central marketing engine while building a custom API to integrate with Rawson’s legacy CRM, Runway. This ensured leads were automatically assigned to the right sales rep with instant notifications, without disrupting existing workflows.

To improve lead quality, we created smart forms that scored and routed prospects: hot leads went straight to Sales, while warm and cool leads were handled via an external Salesforce-integrated call centre before entering nurturing workflows in HubSpot. We also worked with Rawson to redefine their sales qualification criteria, tightening the marketing-to-sales handoff and ensuring Sales focused only on genuinely ready buyers.

Finally, we implemented end-to-end attribution tracking so Marketing could prove ROI for the first time. Together, these changes gave Rawson a seamless, closed-loop sales and marketing system that turned poor lead quality into a steady stream of hot prospects.

 

The Strategic Plan
The Implementation
Integrate Without Disrupting

  • Designed a custom API to bridge HubSpot with Runway without breaking either system

  • Automated lead assignment by pulling the right Sales Member data from Runway into HubSpot

  • Created internal alerts to keep Sales in the loop without added admin

 

Integrate Without Disrupting
Integrate Without Disrupting

  • Designed a custom API to bridge HubSpot with Runway without breaking either system

  • Automated lead assignment by pulling the right Sales Member data from Runway into HubSpot

  • Created internal alerts to keep Sales in the loop without added admin

 

Qualify Leads Intelligently
Qualify Leads Intelligently

  • Developed a custom lead-scoring form that segmented prospects into HOT, WARM, and COOL buckets

  • Routed leads to the right destination: either straight to Sales, or to the external call centre via Salesforce

  • Created adaptive workflows to nurture based on readiness—no more one-size-fits-all email blasts

Make Marketing Measurable
Make Marketing Measurable

  • Implemented HubSpot Marketing Enterprise for tracking, attribution, and automation

  • Set up source reporting and campaign insights to validate media spend

  • Delivered dashboards that let execs see exactly where leads came from—and which ones converted

The Implementation

 

To bring the strategic plan to life, the Engaging.io team worked closely with Rawson’s internal stakeholders and third-party platforms to orchestrate a smooth, highly technical rollout. The first critical step was collaborating directly with the Runway development team to design and implement a custom API. This integration allowed HubSpot to seamlessly identify and assign leads to the appropriate salesperson within Runway—bridging the gap between marketing automation and sales operations without requiring a full system overhaul.

Simultaneously, we configured a detailed automation framework within HubSpot, incorporating logic that could evaluate lead scores and assign them to the correct path—whether that meant immediate sales contact, a nurturing workflow, or escalation to an external call centre. Leads deemed suitable for qualification were pushed to the Salesforce-powered call centre platform, where their status was updated based on live interactions. Those updates fed back into HubSpot, dynamically altering the lead’s path based on readiness to buy.

To ensure long-term success and adaptability, the system was designed with future scalability in mind. The underlying logic and architecture were built to accommodate other business units, meaning minimal additional effort would be required when expanding this framework to Rawson Homes and Thrive Homes. The entire implementation process balanced technical complexity with user experience, giving both marketing and sales teams a powerful yet intuitive system that delivered qualified leads, saved time, and built confidence in the process.

 

The impact and results

Let’s be blunt: before this system, Rawson was staring down the barrel of mass redundancies. Two months away, to be exact.

What followed wasn’t just recovery—it was a record-breaking comeback.

  • 2,400% increase in sales over the next three months—yes, more than during the property boom.

  • No increase in marketing spend—just smarter execution.

  • Approximately 100% increase in lead-to-qualified conversion rate

  • 25% decrease in cost per new enquiry and qualified lead

  • 30% reduction in admin time spent on sales and marketing coordination

This wasn’t a one-off win either. Rawson’s executive team was so impressed, they rolled the solution out across their other businesses—Rawson Homes and Thrive Homes.

From nearly laying off staff to expanding success across the group, Rawson’s transformation is a masterclass in what happens when Marketing, Sales, and Systems finally get in sync.

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