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AUSMAR

From WordPress to HubSpot: How AUSMAR Drove a 23.36% Lift in New Deals in 7 Months

Ausmar_logo_2022_blk
Services Used
SEO & Paid Media Websites & Integrations Sales & CRM Marketing Hub
Solution
Website Development & SEO
Project Manager
Natalia Ziarkowska
Project Location
Australia
Project Goals

AUSMAR, one of Australia's leading home builders, faced critical challenges with an outdated WordPress site stifling digital performance. Partnering with Neighbourhood, they implemented a technically sophisticated HubSpot solution featuring custom HubDB architecture, advanced filtering systems, and intelligent personalisation to drive measurable pipeline growth.

 

 
Tools Used
HubSpot-Logo Logo_Google_Analytics.svg-2 miro (1) Bird-Eats-Bug-Logo (1) Pinterest-Logo-2011-present logo-maka-dark

Their wants

01

Modern, brand-aligned website reflecting AUSMAR's premium home builder position.

02

Seamless WordPress-to-HubSpot migration preserving critical content, SEO value, and user journeys.

03

Enhanced UX with simplified navigation, clearer buyer persona pathways, and frictionless conversion.

04

Scalable platform growing with their business without requiring rebuilds.

 

Their needs

01

Deep CMS-CRM integration creating unified digital ecosystem with complete visibility.

02

Custom HubDB-driven modules enabling marketing teams to manage complex product catalogues without developer dependency.

03

Sophisticated filtering, comparison, and favourites functionality mirroring eCommerce product discovery.

04

End‑to‑end visibility and attribution: Dashboards and custom reports tied to Campaigns and shared metrics that rebuilt trust between marketing, GMs and leadership.

Identifying the problem

AUSMAR's WordPress site "wasn't supporting the level of digital performance we needed," according to Marketing Manager Kate Dunn. The platform lacked mobile responsiveness, required developer intervention for updates, and absent HubSpot integration made revenue attribution impossible. The site failed to serve diverse buyer personas. AUSMAR needed complete technical overhaul: platform migration, architecture reconstruction, and product-grade UX capabilities.

Scope of works

CMS Hub
  • Complete 80+ page migration with restructured navigation, URL architecture, and templates.
  • Custom HubDB-powered architecture serving eight content types: home designs, display homes, house & land packages, testimonials, careers, awards, galleries, team profiles.
  • Dynamic page generation system rendering detail pages from HubDB, eliminating duplication and enabling instant updates.
  • Five mega menu systems with dynamic content blocks by persona.
  • Custom modules: Favourite & Compare Module (local storage shortlisting and side-by-side comparison), Advanced Filtering Systems (horizontal/vertical filters with dynamic counts), Flip Design Module (interactive floorplan viewer), Advanced Tabs System (multiple configurations).
  • Power Theme with 40% custom development extensions.
Marketing Hub
  • Persona-driven smart content modules adjusting messaging based on list membership and behavioural data.
  • Blog migration maintaining SEO authority while improving conversion.
  • SEO-safe migration: URL mapping, 301 redirects, XML sitemaps, optimisation.
  • AI-powered chatflow with persona-specific flows for first-time buyers.
  • Integrated HubSpot and Google Analytics reporting.

 

 
Sales Hub
  • Full CRM integration ensuring every interaction creates attributed contact records.
  • Custom dashboards providing visibility into website-generated opportunities.

The Plan

  • Foundation & Strategic Discovery
  • Information Architecture & Data Modelling
  • Custom Development & Technical Build
  • Content Migration, SEO & Quality Assurance
  • Training, Documentation & Enablement

Foundation & Strategic Discovery

  • Stakeholder workshops understanding personas, site mapping for 40+ page types.

  • UX planning, Power Theme selection, and SEO audit ensuring zero organic authority loss.

Information Architecture & Data Modelling

  • Eight interconnected HubDB tables as single source of truth which updates instantly flow through all pages.

  • Reducing maintenance overhead by 70%.

 


 

Custom Development & Technical Build

  • We structured 8 content types in HubDB and generated listing/detail pages dynamically for “update once, publish everywhere” management.

 

  • We built advanced faceted filtering (with dynamic counts) plus favourites + compare (local storage) for eCommerce-style browsing and intent signals.

 

  • We created interactive floorplan viewing, flexible tabs, and persona-based mega menus/smart content.

 

  • Extended Power Theme (~40% custom dev) and connected CRM workflows, deal automation, and dashboards for end-to-end pipeline visibility.

Content Migration, SEO & Quality Assurance

  • Meticulous migration with 301 redirects and optimisation for 80+ pages.

  • Rigorous QA resolving 200+ issues covering functionality, compatibility, and accessibility.

Training, Documentation & Enablement

  • Training sessions plus recorded resources were provided to ensure independent management.

Ausmar

The Strategy

  • Treat Home Building Like eCommerce Product Discovery
  • Build for Independence, Not Dependency
  • Persona-First Information Architecture
  • AI as Strategic Infrastructure, Not Afterthought
  • Migration as Opportunity for Optimisation

Treat Home Building Like eCommerce Product Discovery

  • Implemented HubDB-powered product catalogue with advanced filtering and comparison tools.

  • This gave AUSMAR the same discovery capabilities as leading eCommerce platforms, a departure from traditional builder brochure sites.

     

 

Build for Independence, Not Dependency

  • Centralising content in HubDB tables with intuitive workflows and reusable modules.

  • Comprehensive training ensured AUSMAR's team manages and optimises independently.

     

 

Persona-First Information Architecture

  • Built navigation around buyer personas with smart modules dynamically adjusting messaging based on HubSpot list membership.

  • This ensured relevant experiences without page proliferation.

     

AI as Strategic Infrastructure, Not Afterthought

  • Configured AI chatflows handling high-volume repetitive questions from first-time buyers.

  • Allowing sales to focus on high-value conversations while enriching CRM records.

     

Migration as Opportunity for Optimisation

  • Reframed migration to eliminate legacy complexity and restructure content for discoverability.

  • Implemented capabilities impossible on previous platform.

Screenshot 2025-12-12 at 9.39.37 am

The Results

23.36%

increase in new deals

12.37%

increase in direct traffic

7.77%

Increase in website conversion rate

Seven months post-launch (post-launch period vs. pre-launch baseline), we recorded measurable commercial impact: website conversion rate +7.77%, new deals created +23.36%, organic search traffic +1.88%, and direct traffic +12.37%.

Marketing can launch/update home designs, displays, and packages via HubDB without developer dependency, reducing turnaround time for site changes.

Sales receives faster, higher-intent lead signals (favourites/compare + key page behaviours) via workflows and routing.

Leadership now has end-to-end visibility from first visit → contact → deal, enabling better forecasting and optimisation.

We've been working with Natalia, Amanda, and the Neighbourhood team for some time now, and we couldn't be happier. They combine expertise with a genuinely collaborative and approachable style - always helpful, responsive, and willing to go the extra mile to get things done. Our new website was a complex project, with a number of custom modules, HubDB integration, custom styling and plenty of moving parts. The Neighbourhood team guided us through every step with confidence, efficiency, and clarity. We’re incredibly grateful to have them in our corner, and we’re looking forward to more projects in the future.

 
Kate D
Marketing Manager | AUSMAR

Conclusion

By treating home designs as structured product data and implementing eCommerce-grade discovery tools, we created scalable foundation serving AUSMAR through multiple years of growth.

AUSMAR now operates with unified HubSpot ecosystem providing complete visibility from first visit through closed deal. The technical foundation scales: new products, locations, or segments added through existing HubDB architecture without structural rebuilds.

This showcases how deep technical HubSpot expertise combined with strategic thinking delivers measurable commercial outcomes, not just impressive technology.

Ready to see what we can achieve together?
Schedule a catch up

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