A Sales and Marketing Process Overhaul for a Real-Estate Client

Case Studies

A Sales and Marketing Process Overhaul for a Real-Estate Client

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Industry

Construction

HubSpot Licensing

Marketing Hub Professional, Sales Hub Professional, Operations Hub

About the business

An Australian and New Zealand-based residential home builder using a progressive franchise model to deliver quality homes across the region. They needed a scalable CRM solution that allowed them to market and sell effectively—without compromising on individual franchise autonomy.

Project Timeline

~2–3 months

Our client is a leading residential home builder operating across Australia and New Zealand through a franchise model. As the company grew, their decentralised data management across franchises began to impact their ability to run efficient marketing and sales operations. They turned to Engaging.io for a solution that would bring consistency, automation, and scalability to their processes—without losing the autonomy of each franchise.

The problem

This wasn't just a data clean-up. Our client needed a total overhaul of how leads, contacts, and communications were handled across dozens of independently operated franchises.

Problem 1:

Each franchise was managing their own leads, sales activities, and contact data in different formats. This made centralised marketing and accurate reporting nearly impossible—and created inconsistencies in the customer experience.

Problem 2:

The sales team was spending too much time on admin—manually allocating leads, managing pipelines, and duplicating effort across divisions. They needed automation, visibility, and a unified process that worked across the franchise network.

The Solution

To unify the client's sales and marketing operations across their franchise network, Engaging.io implemented a tailored HubSpot solution using Marketing Hub, Sales Hub, and Operations Hub.

We centralised their CRM to give each franchise controlled access to their own contacts and pipelines—eliminating confusion and improving visibility. On the marketing front, we introduced smart lead qualification using chatbots and dynamic forms to ensure only the most relevant leads reached sales. For sales, we standardised processes across franchisees with custom deal pipelines, task automation, and performance dashboards.

To streamline lead routing, we developed a custom-coded workflow that automatically assigns leads based on address—ensuring they land with the right franchisee without manual input. The result was a unified system that maintains autonomy at the local level, while delivering consistency, automation, and scalability at the national level.

The Strategic Plan

The Implementation

Build Unified Lead Capture and Qualification

Streamline the Sales Process Across Franchises

Implement Smart Lead Routing & Team Permissions

Align Sales and Marketing for Smarter Handover

Build Unified Lead Capture and Qualification

Installed chatbot and smart forms to gather key qualifying info at the point of entry.
Used logic to route leads to the right franchise or business unit—whether it's New Home Sales or Franchise Development.

Build Unified Lead Capture and Qualification

Installed chatbot and smart forms to gather key qualifying info at the point of entry.
Used logic to route leads to the right franchise or business unit—whether it's New Home Sales or Franchise Development.

Streamline the Sales Process Across Franchises

Interviewed franchisees to map their ideal sales process.
Built customised deal pipelines for each franchise in HubSpot.
Created task queues, automated reminders, and dashboards for franchise managers and head office.

Implement Smart Lead Routing & Team Permissions

Developed a custom-coded workflow using Operations Hub.
When a lead submits a form, their address is used to identify the relevant franchise and assign ownership in HubSpot—automatically.
Set up team structures so users only see the contacts and deals that matter to them.

Align Sales and Marketing for Smarter Handover

Collaborated on refining the definition of a sales-qualified lead.
Implemented automation that triggers once a lead meets agreed criteria—no more premature handoffs or lost opportunities.

The Implementation

To bring the strategy to life, Engaging.io began by collaborating closely with franchisees to understand their unique sales processes. This insight allowed us to design and deploy customised deal pipelines and reporting dashboards that reflected the real-world workflows of each team. With these foundations in place, we rolled out a centralised yet segmented HubSpot CRM structure that maintained autonomy for each franchisee while allowing head office to retain oversight.

On the marketing side, we implemented a lead qualification journey that included a dynamic chatbot and revamped website forms. These tools ensured that only high-quality leads were passed to sales, based on predefined criteria. To bridge the gap between marketing and sales, we formalised the lead handoff process—creating automation that activated when a lead met specific qualification thresholds.

A standout element of the implementation was the development of a custom-coded workflow using HubSpot Operations Hub. This solution automated lead routing by matching submitted address data with the correct franchisee territory, then assigning ownership accordingly within the CRM. By removing the need for manual lead allocation, we streamlined response times and eliminated the risk of leads falling through the cracks.

To round out the implementation, we configured user permissions and team structures to ensure that franchisees only had visibility into their own contacts, deals, and tasks. This created a secure and streamlined experience for all users, while enabling scalable growth across the business.

The Impact and Results

In just a few months, our client saw a significant shift in operational efficiency and effectiveness:

Increased Visibility: Franchisees and HQ gained full clarity into contact ownership and activity, reducing internal confusion and lead leakage.
Higher Lead Conversion: With better lead qualification and nurture flows, sales teams received more ready-to-buy prospects.
Automation = Productivity: Manual lead allocation was eliminated. Custom routing rules now save hours weekly and improve lead response time.
Improved Sales Consistency: Customised sales pipelines created a standard process across the board, enhancing reporting accuracy and weekly performance reviews.
Stronger Marketing-Sales Synergy: By defining a clear handoff point, marketing and sales now work in tandem—aligned on both process and performance goals.

Long-term, this project has laid the foundation for scalable growth, with the client now empowered to expand their franchise network without sacrificing visibility or efficiency.