The challenge

Before adopting HubSpot, Clarendon Homes NSW relied on a patchwork of disconnected systems—Framework for job management, ClickHome for construction updates, SharePoint and Smartsheet for collaboration, and spreadsheets for reporting.

Each brand within CPG operated with its own processes and data conventions, leading to inconsistent customer records, delayed follow-ups, and poor visibility into lead-to-lifecycle progression. Sales teams spent significant time duplicating data across systems, while marketing struggled to connect campaigns to revenue.

Previous CRM initiatives had failed to take hold, largely due to poor adoption and a lack of cross-functional alignment. CPG needed a platform that could centralise operations, unify data across construction and lending, and scale cleanly across five business units—without slowing down day-to-day performance or frontline productivity.

The results

Phase 1 of the HubSpot rollout delivered immediate, measurable value for Clarendon Homes NSW. With a fully integrated, multi-hub setup and connected middleware, the business quickly shifted from fragmented workflows to a centralised, insights-driven platform. The change wasn’t just technical—it drove meaningful improvements in productivity, customer engagement, and data-driven decision-making across teams.

• Process Efficiency – Automated deal stage transitions and task queues replaced hundreds of weekly manual updates. Sales coordinators now spend less time chasing admin and more time assisting buyers—cutting back-office workload by an estimated 30%.
• Data Visibility – Leadership teams gained access to real-time dashboards that trace every enquiry from campaign source to lot, house type and build stage—something previously only possible through spreadsheet audits.
• User Adoption – Within two months of go-live, 85% of Clarendon Homes NSW staff were active weekly in HubSpot—more than double the engagement rate seen with the previous CRM.
• Marketing Impact – Unified contact records enabled more personalised nurture journeys, reducing time-to-appointment by 18% and lifting lead quality.
• Foundation for Scale – All integrations were built as multi-tenant, allowing sandboxes for Domaine Homes and CPG Estates to launch rapidly with minimal duplication of effort.

The impact

Phase 1 has already reshaped day-to-day life for both CPG employees and home-buyers, proving the business value of a truly integrated HubSpot platform.

Strategic Alignment & Decision Speed

Sales, Marketing and Operations now share one data model and one dashboard, eliminating spreadsheet gymnastics and ad-hoc calls. Deal, lot and build-stage updates flow automatically from Framework and ClickHome into HubSpot, so leaders can forecast pipeline, marketing ROI and construction progress in real time—accelerating build cycles and trim-adjustment decisions that once took days.

Friction-Free Customer Experience

Home-buyers receive timely emails and SMS each time their job hits a milestone—deposit, contract, site start, frame, lock-up—creating transparency that reduces inbound “where are we up to?” calls. When Service Hub goes live in Phase 2, those same timeline events will power contextual service tickets, meaning post-handover issues can be resolved without customers repeating their story.

Operational Agility & Future Scale

The middleware is hub-agnostic and multi-tenant: new brands, regions or finance products can be launched via configuration, not code. Domaine Homes and CPG Estates are already testing cloned sandboxes, cutting expected rollout time by weeks and protecting CPG’s investment against future system changes.

Growth-Ready Foundation

Clean, centralised data paves the way for AI features—predictive lead scoring, AI-generated content variants and natural-language reports—without another re-platform. Planned Phase 2 enhancements include advanced automation for lead scoring, journey mapping and deeper attribution modelling, ensuring the platform keeps adding value as CPG’s ambitions grow.

Competitive Advantage

By turning complex, multi-brand construction workflows into one seamless digital journey—from enquiry to handover—CPG now delivers a customer experience few Australian builders can match, positioning the group to capture market share and scale confidently across every business unit.

Clarendon Homes NSW proves what a Platform Excellence implementation should look like: multiple hubs deployed as one cohesive solution, deeply integrated with core construction systems, and already delivering measurable gains in efficiency, visibility and customer experience—all before the wider group rollout.

AI usage

While the primary focus of Phase 1 was building a stable, integrated foundation, several AI-powered features were implemented to enhance marketing and sales operations from day one.
The team enabled HubSpot's AI subject line generator within Marketing Hub to optimise open rates for nurture campaigns, improving performance without requiring copy rewrites for each brand or state.

Additionally, smart send-time optimisation was activated on marketing emails, allowing the system to determine when each contact was most likely to engage—improving click-through and appointment rates in early campaign cycles.

These AI-driven enhancements were deployed with minimal configuration, thanks to the clean CRM structure and shared data model delivered in Phase 1. While broader AI use is planned for future phases, these early features are already driving measurable productivity and engagement improvements across the business.