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Centralised Marketing Without Compromise: Inside JWH Group's Multi-Brand HubSpot Setup
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JWH Group is one of Western Australia's most respected residential building groups, operating five distinct home building brands that serve a range of customer segments—from aspirational second-home buyers and investors to premium custom builds. With strong regional coverage and a robust portfolio, JWH Group balances localised brand identity with centralised strategic operations to deliver tailored home-building experiences.


JWH Groups five unique brands each have their own website, audience, and marketing needs, and they were looking to find a scalable, cohesive and reliable marketing solution without losing brand differentiation. Ultimately, they aimed to future-proof their marketing and pave the way for better lead management, clearer reporting, and smarter decision-making across the entire group.

What they wanted:

  1. A centralised marketing solution that didn’t dilute the identity of their five distinct brands.

  2. Visibility over campaign performance and customer journeys across all divisions.

  3. More automation and personalisation across marketing activities.

What they needed:

  1. A HubSpot instance with separate business units to allow brand-specific customisation and reporting.
  2. A custom integration with SugarCRM to bridge marketing and legacy sales data.
  3. Modular templates and nurture workflows to streamline content creation and lead engagement.
  4. Foundational dashboards to track cost-per-lead, attribution, and campaign metrics.

The challenge

With five distinct brands, each boasting its own website and audience, JWH was ready to take the next big step in unifying and scaling its customer experience. Their vision was clear: build a modern, centralised solution that could support the sophistication of their marketing across all divisions—without compromising the unique identity of each brand. They sought better visibility into campaign performance, clearer lead qualification processes, and the ability to personalise and automate customer journeys at scale.

While their teams were rich in creativity and strategic ideas, they needed the right tools and infrastructure to bring these to life efficiently. By streamlining their approach to data management, reporting, and audience segmentation, JWH aimed to move beyond manual processes and lay a strong digital foundation to fuel long-term growth across the group.

The solution

Engaging.io partnered with JWH to architect a centralised yet flexible marketing ecosystem powered by HubSpot Marketing Hub Enterprise. Each brand (Plunkett Homes, WA Country Builders, Oswald Homes, Residential Attitudes, and Rural Building Company) was set up with its own business unit in HubSpot, allowing individualised branding and reporting while maintaining oversight. We created modular email and landing page templates for each BU, enabling content teams to build assets in-house with minimal technical input.

To integrate with SugarCRM, we developed a custom-coded workflow to push qualified leads from HubSpot into their legacy CRM via a Leads Engine API. We also introduced a middleware layer to periodically sync opportunity statuses back to HubSpot, keeping the marketing team aligned with the sales journey. Reporting dashboards were built to include campaign performance, cost-per-lead, and marketing attribution across brands.

On the human side, we trained internal brand managers and marketers through a “train-the-trainer” program with supporting documentation and HubSpot Academy tracks. Workflows were created to support different customer journeys—TOF nurtures for WA Country Builders and BOF campaigns for Plunkett Homes.

The impact

In just 12 weeks, JWH Group revolutionised its marketing operations by centralising five distinct brands within a single HubSpot platform—delivering both efficiency and scalability without compromising brand individuality. With modular email and landing page templates, automated nurture workflows, and business unit-specific reporting dashboards, the marketing team gained the tools to shift from reactive campaign management to proactive, strategic execution.

Since launching the new system, the team has already experienced tangible improvements in how campaigns and marketing tools are managed. Planning and execution have become more efficient, empowering teams to collaborate more effectively and respond to opportunities with greater agility.

The custom middleware integration between HubSpot Marketing Hub and SugarCRM bridged the gap between legacy sales systems and modern automation. This has streamlined lead nurturing and reporting, giving teams real-time visibility into the full customer journey—from first touchpoint to closed sale. As a result, decision-making is faster, more data-driven, and grounded in a shared understanding across teams.

With access to dynamic dashboards and real-time insights, JWH’s marketing team now has a clearer picture of audience behaviour and campaign performance, enabling sharper targeting and better outcomes. The transformation has not only improved operational efficiency but created a future-proof foundation ready to support broader digital transformation across sales and service in the next phase of growth.

 

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