From $6M to $40M Monthly: How Flint Group Scaled Mortgage Operations Through HubSpot Platform Orchestration

We rebuilt Flint’s loan lifecycle around automation and consistency.

Deal‑stage playbooks now enforce mandatory property updates at critical checkpoints, guaranteeing accurate, reportable data.

Using Sales Enterprise’s “enrol in sequence” workflow action, we engineered list‑based sequence enrolment: when deals hit specific stages with certain properties, they automatically receive personalised sequences from the relevant broker.

Manual follow‑up vanished, and loans stopped stalling because someone was too busy to send an email. A private pipeline for a new paid business line came with its own automation, allowing Flint to expand services without compromising core operations.

New subscription types and segmented nurtures now support different loan types, buyer stages and partner audiences.

Multi‑step forms have improved submission quality while reducing friction, lifting completion rates.

A central “Learn” content hub positions Flint as a trusted advisor while boosting search visibility. Form‑abandonment workflows automatically re‑engage prospects who drop off, rescuing opportunities that previously went cold.

Commerce Hub now handles invoicing and payment processing, replacing a patchwork of external tools. Finance and operations teams see real‑time payment status and benefit from automated reconciliation workflows, all within HubSpot.

Data Hub provides the backbone for clean data, with formatting and validation rules applied across all hubs.

Dialpad integration feeds call data into HubSpot, Sinch SMS handles secure document collection and updates, Slack powers real‑time internal notifications, and the Broker Engine integration (via Zapier) enables bi‑directional lead and deal data flow.

Custom dashboards surface the KPIs leadership relies on – from loan volume and conversion rates to partner performance and pipeline health.

The transformation’s centrepiece is the Partnerships custom object, which completely re‑imagined Flint’s referral ecosystem.

Previously, partner data lived in spreadsheets with manual weekly updates. Now, each referral partner has its own branded form. Every submission automatically creates a deal and updates the associated Partnership record via ID matching.

The bidirectional relationship between deals, partners and contacts enables real‑time tracking of total referrals, settlement and close rates, and submission frequency, with dashboards showing exactly which partners are driving growth.

AI is embedded in Flint’s new operating model. HubSpot data enrichment automatically populates company and contact records with firmographic details, reducing manual data entry by an estimated 15–20 hours per month and improving record completeness for segmentation and reporting.

Breeze summary cards give deal owners instant context on long email and SMS threads; brokers estimate saving 2–3 minutes per deal review – 6–10 hours of productive time reclaimed each month across 200+ deals.

With richer, AI‑enhanced data feeding dashboards, Flint can more accurately target segments, prioritise deals and evaluate partner performance, while ongoing work with Breeze Agents and behavioural events will push reporting even further.