A new broking firm that could not see its pipeline. Now $180M a month.
A mortgage broker where each broker worked their own way. Now every broker follows the same sales process.
- Client
- Project lead
Harry Spicer-ShortDigital Strategist
- Industry
- Mortgage broking
- Platform
- HubSpot CRM, Sales and Marketing
- Connected
- Broker Engine, Aircall, Sinch SMS
- Started
- March 2024
01 The briefOnboard Flint onto HubSpot and every tool in it, build a sales process that keeps clients updated through the home-buying journey, let leadership see every broker's activity and results, and start marketing.
Growing fast, with no view of the business.
Flint Group was a new mortgage broking firm in a very competitive Australian market. Its brokers help people find and settle a home loan.
Flint could not see its own sales pipeline. Each broker worked their own way, data was typed in by hand, which led to errors and lost time, there was no reporting, and no marketing to bring in or nurture leads.
That cost revenue, held back growth and wore on the team.
There was nothing to hold it together. A new firm had no system yet that all its brokers worked in, so there was no single process to follow and nowhere for the numbers to come from.
| The job | Before | On HubSpot |
|---|---|---|
| The pipeline | No visibility | Clear deal stages every broker uses |
| How brokers work | Each their own way | One standard process |
| Data | Typed in by hand | Updated automatically from forms and tools |
| Reporting | None | Dashboards for sales, marketing and leadership |
| Marketing | None | Lead capture and nurture emails |
One process, every broker.
Ten training sessions, a portal set up around how Flint works, and every tool a broker touches reporting into the same records.
Onboarding
Ten interactive sessions, and a portal built around Flint.
- CRM, sales tools and marketing automation training
- Custom properties and deal stages
- Contact segmentation
- Data migrated, duplicates removed, accuracy checked
- Custom reports and dashboards
Sales Hub
A clear pipeline and one way of working.
- Defined deal stages
- Standard broker procedures
- Email templates, meetings, sequences and tasks
- Routine follow-ups automated
- Brokers trained on every sales feature
Marketing Hub
Bringing leads in, and keeping clients close.
- Multi-step website forms
- Reminders when a form is left unfinished
- A Learn section on the website
- Check-ins after a loan settles
The plan had three parts, and onboarding came first. Ten interactive training sessions took Flint's team through the HubSpot CRM, the sales tools and marketing automation. The portal was then set up around how Flint works: custom properties for what a broker needs to capture, deal stages that follow their sales cycle, and contact segmentation for the emails. Existing data was imported, duplicates were removed and accuracy was checked, so the team started on records it could trust.
The second part was the sales process. Every deal stage was defined in one pipeline, and the brokers' procedures were standardised so each client gets the same experience. Email templates, meetings, sequences and tasks took over the routine follow-ups, and every broker was trained on HubSpot's sales features.
The broking tools were connected too. Zapier sends deal updates from Broker Engine into HubSpot, Aircall tracks and logs calls there, and Sinch SMS sends text reminders and updates to clients. Custom dashboards and reports track the key numbers for leadership, and regular strategy reviews after launch kept the portal current with new HubSpot features. The third part, lead capture and marketing, is the next section.
Four principles we held to
Train the team first
Ten sessions, so everyone could use what was being built for them.
One process for every broker
Defined deal stages and standard procedures, so no client depends on which broker they get.
Take out the typing
Forms, Broker Engine and Aircall update the records, so brokers are not keying data in by hand.
Keep it current
Regular strategy reviews and new HubSpot features after launch.
Every broker, one pipeline, and leadership can see all of it.
Every broker working their own way?
Marketing, from nothing.
Flint had no marketing at all. The plan followed HubSpot's inbound method in three stages: bring people in, guide them through, then keep them close after settlement.
Attract
A Learn section on the website, written to help people understand home loans and to be found in search. It also feeds the nurture emails.
Engage
Personal email campaigns for each loan type, guiding prospects with content that fits their journey.
Delight
Automated check-ins after a loan settles, to keep the relationship going and encourage repeat business and referrals.
Catching the leads that almost got away
Multi-step forms
The information a broker needs, asked for a step at a time, which made forms more likely to be finished.
Reminders for unfinished forms
Workflows that email a personal reminder when someone stops partway.
Pick up where they left off
Follow-up forms that let the person finish without starting again.
How the four goals turned out.
What Flint Group asked for at the start, and where each one stood after launch.
Goal 01
Onboarded onto HubSpot, and every tool in it
We ran ten interactive sessions on the CRM, Sales Hub and Marketing Hub, set up the portal around how Flint works, and migrated and cleaned its data.
Every broker
works in HubSpot, and every activity is tracked. The team started on records it could trust, with duplicates removed and accuracy checked.
Goal 02
A sales process that keeps clients updated
We built one pipeline with defined deal stages, standard broker procedures, sequences and automated follow-ups, and text updates through Sinch SMS.
$180M
in loans closed a month, up from $30M. A client gets the same process whichever broker they deal with, because the procedures and the pipeline are the same.
Goal 03
A view of what every broker is doing
We connected Aircall for calls and Broker Engine through Zapier for deal updates, and built custom dashboards and reports on the key numbers.
Every deal
reported on in detail, for leadership. Leadership no longer has to guess what each broker is doing.
Goal 04
Know their customers well enough to market to them
We built multi-step forms with reminders, a Learn section on the website, nurture emails for each loan type and check-ins after settlement.
2.5K
new inbound opportunities by August, up from 650 in April. Website visitor sessions rose 639%, at a firm that had no marketing at all before.
The work started in March 2024, at a new firm that could not see its own pipeline. Monthly loan closures rose from $30 million to $180 million, with every broker on one process and every deal on a report.
Reports and dashboards show the sales, marketing and leadership teams who their customers are and how well their work is going. That made Flint's outbound marketing more precise and its decisions better informed, and the set-up was built to grow and change with the firm.
This was the first phase of Flint's work with Neighbourhood. The rebuild across four hubs that followed, from late 2024, is its own case study.
“Partnering with Neighbourhood was the best decision we made. Their deep HubSpot knowledge and innovative approach completely transformed our business. We've never been more efficient, and the growth we've seen is just incredible. Our team is more cohesive, our clients are happier, and we're excited about the future.”
Craig Bigelow
Flint Group
Who ran it
Harry Spicer-ShortDigital Strategist
Led the onboarding, the broker pipeline, lead nurture and the Broker Engine, Aircall and Sinch connections.
HubSpot Impact Award winner, Neighbourhood since 2023
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