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Engaging customers through gamification

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One of the biggest problems Century 21 Australia faced as a Real Estate network is being able to legitimately engage with the ‘buyers of tomorrow’, and indeed, any potential customers that are currently not involved in either buying or selling a home.

So we came up with the idea to give them a social space with interesting content, to engage with potential customers – start talking to tomorrow’s home buyers. We’re not talking letter-box drops of DL fliers here, but a real way to engage with people and to get them coming back for more.

A revolutionary property game

The game allows you to buy, sell and manage properties of your choice. Property Mogul allows you to build your property empire with the help of virtual agents from your local Century 21 office.

propertymogul1_0

 

Aspects of the game

Property Mogul gives you the opportunity to purchase properties in wealthy beachside and middleclass suburbs, along with outer rural suburbs. Your property can increase or decrease in value depending on whether you choose to renovate your property or not, which ultimately affects your net worth. The game allows you to release your inner Property Mogul, compete with friends and build your property empire!

propertymogul2_0

 

Trillions of dollars!

A great aspect of the game allows you to connect Property Mogul with your social networks; you are able to post achievements and awards on social networking sites such as Facebook and Twitter. The more people you share with through social media, the higher your ranking on the overall top performers leader board.

At the time of posting this case study, the Australian game has seen over 2.5 trillion in property transactions. We have also built a game for the Canadian market, and soon to launch Property Mogul USA!

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The problem
HubSpot alone was not enough

On its own, HubSpot’s standard Company and Contact structure was not enough to support these requirements. HubSpot also fell short in supporting Achieve’s other main service offering – the provision of accommodation for Service Users.

Given the complexities of the structure of their business and their business information, Achieve was beginning to consider other CRM platforms – that is, until we introduced HubSpot Custom Object configurations.

Problem 1:

Achieve’s Service Users rely on other individuals, from family members to external service providers to assist them with decision-making relating to services provided. Given the pre-existing 1:1 contact relationship in HubSpot, it wasn’t possible for Achieve to keep track of those relationships.

Problem 2:

Achieve’s Service Users rely on other individuals, from family members to external service providers to assist them with decision-making relating to services provided. Given the pre-existing 1:1 contact relationship in HubSpot, it wasn’t possible for Achieve to keep track of those relationships.

The solution
HubSpot alone was not enough
Sales and Marketing teams were already familiar with HubSpot for basic lead tracking and marketing activity. They could perform tasks quickly and easily, however, the out-of-the-box data structure was a deal-breaker. It seemed like other systems such as Salesforce and Dynamics would be able to solve for their needs. And until HubSpot launched its Custom Object functionality, this was true.

We were able to demonstrate various HubSpot Custom Object in-portal configurations for Achieve so they could find the structure that worked for them. During these demonstrations, it became clear that HubSpot with two additional Objects (Service Users and Accommodation) would fit their data structure requirements.
The Strategic Plan
The Implementation
The process
  1. We first had to understand how Achives customers would influence how these custom objects would be used.
  2. We first had to understand how Achives customers would influence how these custom objects would be used.
  3. We first had to understand how Achives customers would influence how these custom objects would be used
Implement Service User and Accomidation custom objects
The process
  1. We first had to understand how Achives customers would influence how these custom objects would be used.
  2. We first had to understand how Achives customers would influence how these custom objects would be used.
  3. We first had to understand how Achives customers would influence how these custom objects would be used
Implement Service User and Accomidation custom objects
The process
  1. We first had to understand how Achives customers would influence how these custom objects would be used.
  2. We first had to understand how Achives customers would influence how these custom objects would be used.
  3. We first had to understand how Achives customers would influence how these custom objects would be used
Implement Service User and Accomidation custom objects
The process
  1. We first had to understand how Achives customers would influence how these custom objects would be used.
  2. We first had to understand how Achives customers would influence how these custom objects would be used.
  3. We first had to understand how Achives customers would influence how these custom objects would be used
The Implementation

Implementation focused on restoring stability and confidence while executing a complex transformation at scale. Given the volume of data and the history of partial solutions, delivery required careful sequencing, rigorous validation, and strong stakeholder alignment at every stage.

Custom FTP pipelines rebuilt and manually validated
Custom FTP pipelines were rebuilt to enforce consistent file structures, field mappings, and validation rules before data entered HubSpot. Each pipeline was manually tested and reconciled to confirm record volumes, associations, and update behaviour, ensuring accuracy at scale and rebuilding trust in automated data from day one. 

Millions of unusable legacy records safely removed
A controlled data hygiene program was executed to identify, archive, and remove millions of legacy records that no longer met quality or compliance standards. This significantly improved portal performance, reduced reporting noise, and ensured teams were working with relevant, actionable data only.

Association labels and ownership logic implemented
Custom association labels and ownership rules were implemented to reflect real-world relationships between contacts, companies, deals, and ecommerce activity. This ensured clear accountability across teams and enabled downstream automation, reporting, and permissions to function reliably across teams.

Shopify integrations audited and restructured
All Shopify integrations were audited to assess duplication, data flow quality, and alignment with the revised HubSpot data model. Connections were restructured to standardise object mappings and event handling, ensuring ecommerce data was consistent, usable, and future-proofed.

Custom revenue attribution reports created
Custom revenue attribution reports were developed to trace revenue back to meaningful marketing and sales touchpoints across brands and channels. This replaced manual reconciliation with trusted, repeatable insight to support decision-making. Building trust in the data quality and clear oversight for stakeholders allowed Evergreen to gain trust in the system, and in our partnership. 

Sales and marketing workflows tested and deployed
Sales and marketing workflows were rigorously tested in controlled environments to validate triggers, edge cases, and handoff logic before deployment. This reduced operational risk at go-live and ensured automation supported teams without disrupting existing processes.

 

The impact and results
This is a summary of the section

 

Sales and Marketing teams were already familiar with HubSpot for basic lead tracking and marketing activity. They could perform tasks quickly and easily, however, the out-of-the-box data structure was a deal-breaker. It seemed like other systems such as Salesforce and Dynamics would be able to solve for their needs. And until HubSpot launched its Custom Object functionality, this was true.

We were able to demonstrate various HubSpot Custom Object in-portal configurations for Achieve so they could find the structure that worked for them. During these demonstrations, it became clear that HubSpot with two additional Objects (Service Users and Accommodation) would fit their data structure requirements.


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