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Building Smarter: Clarendon Homes Blueprint for CRM Success in Construction

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Building Smarter: Clarendon Homes Blueprint for CRM Success in Construction
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Clarendon Homes, part of Campbell Property Group, is one of Australia’s most recognisable homebuilders. Operating across multiple brands, they needed a CRM platform that could replace fragmented legacy systems, unify customer data, and provide a scalable foundation for growth.

The problem

Clarendon Homes and the wider Campbell Property Group were constrained by a patchwork of disconnected systems that made growth and customer engagement difficult to scale.

Problem 1:

Each business unit operated with its own systems—Framework for job management, ClickHome for construction updates, SharePoint and Smartsheet for collaboration, and endless spreadsheets for reporting. These tools didn’t talk to each other, creating inconsistent records, duplicated data entry, and a lack of visibility across the customer journey.

Problem 2:

Sales and operations teams were weighed down by repetitive admin, from manually updating deal stages to chasing handovers. The inefficiencies consumed valuable time that could have been spent supporting buyers or progressing builds.

Problem 3:

With no centralised CRM, marketing campaigns weren’t connected to revenue, and customer communications varied by business unit. Home-buyers were often left in the dark about where their build stood, driving unnecessary inbound queries and frustration.

Problem 4:

Previous CRM implementations had faltered due to poor adoption, lack of alignment across units, and limited usability. The business needed not just a new platform, but one designed for user adoption and long-term scalability.

The Solution

Engaging.io deployed the HubSpot Enterprise Suite across Sales, Marketing, Service, and Operations Hubs. A multi-hub architecture with custom middleware, automation, shared data models, and reporting dashboards was delivered—designed to centralise operations, unify data, and scale seamlessly across business units.

The Strategic Plan
The Implementation
Multi-Hub Foundation

  • Deploy HubSpot Enterprise Suite (Sales, Marketing, Service, Operations) starting with NSW.

  • Use NSW as the pilot, then replicate across all CPG brands.

Multi-Hub Foundation
Multi-Hub Foundation

  • Deploy HubSpot Enterprise Suite (Sales, Marketing, Service, Operations) starting with NSW.

  • Use NSW as the pilot, then replicate across all CPG brands.

Custom Middleware
Custom Middleware

  • Build hub-agnostic middleware to integrate Framework and ClickHome.

  • Enable automated build-stage updates in HubSpot.

  • Configure once, reuse across brands without custom code.

Shared Data Model
Shared Data Model

  • Standardise CRM data to eliminate duplication.

  • Provide a single source of truth for enquiries, contracts, and build stages.

End-to-End Automation
End-to-End Automation

  • Automate deal transitions, tasks, and nurture workflows.

  • Cut admin workload by ~30% and speed up lead-to-appointment.

Cross-Hub Reporting
Cross-Hub Reporting

  • Real-time dashboards linking campaigns to revenue and build stages.

  • Replace spreadsheets with live forecasting and actionable insights.

Change Management
Change Management

  • Role-based training and adoption playbook.

  • 85% staff usage within two months—double the previous CRM.

The Implementation

Phase 1 focused on Clarendon Homes NSW. We rolled out Sales, Marketing, and Operations Hubs, creating end-to-end automation and dashboards for leadership. Custom middleware integrated Framework and ClickHome, syncing build-stage updates directly into HubSpot.

We designed the rollout as multi-tenant, ensuring Domaine Homes and CPG Estates could launch via cloned sandboxes with minimal duplication. Change management was embedded, ensuring adoption by staff who had previously struggled with CRMs.

AI-powered features were enabled early, including HubSpot’s subject line generator and send-time optimisation, boosting campaign engagement from day one.

The Impact and Results

The results of Phase 1 were measurable and transformative:

  • Process efficiency: 30% admin reduction for sales coordinators.

  • Data visibility: Real-time dashboards replaced manual audits.

  • Adoption: 85% of staff active weekly within two months.

  • Marketing impact: 18% faster time-to-appointment and stronger leads.

  • Foundation for scale: Multi-tenant middleware enabled rapid rollout to other brands.

The platform also improved customer experience, with milestone updates sent automatically via email and SMS. Future phases will extend this to contextual service tickets, predictive lead scoring, and advanced attribution modelling.

By building a truly integrated CRM foundation, Clarendon Homes turned fragmented systems into a scalable advantage—creating operational agility, strategic clarity, and a customer experience few competitors can match.

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