$8K of ad spend. $8.2M of pipeline.
A retirement village paying four agencies to touch one platform. Now its own team runs it, and every ad click can be followed to settlement.
- Industry
- Retirement living
- Platform
- Marketing, Sales, CMS and Operations Hubs
- Scope
- Website, nurture, pipeline, paid search
- Project lead
Natalia Ziarkowska- Location
- Victoria Point, Brisbane
01 The briefReplace four agencies with one HubSpot platform Renaissance can run themselves, get all four Hubs working as one connected system, and make the Information Day measurable from ad click to settlement.
Four agencies, one platform, no plan.
Renaissance Retirement Living is a privately owned retirement village in Victoria Point, Brisbane, home to around 475 residents. Its main way of finding new residents is the Information Day, an open day for people thinking about moving in.
Renaissance had been on HubSpot for years, but was using maybe 10% of it. Marketing did not know what Sales was doing, the website sat outside HubSpot's CMS, and there was no operations layer at all: no custom properties and no data sync. Celia described it as constantly doing ad hoc things every which way
.
Information Days had inconsistent attendance and unqualified leads. Some people arrived thinking it was a rental village. And no settlement, the day a sale completes, could be traced back to the campaign that produced it.
It had stayed that way because four agencies each touched one part of the platform. Each did its own piece, and none of them joined the pieces up. The fix needed all four Hubs working together, so no single agency could make it.
What Renaissance wanted
One partner, one platform
No more juggling four agencies that did not talk to each other.
A website inside HubSpot CMS
Part of the platform, instead of bolted onto it.
Better Information Days
Higher, more consistent attendance, with qualified attendees.
A team that runs it
The platform in Renaissance's own hands.
Four Hubs, one connected system.
Each Hub was rebuilt to do its own job and hand the next one what it needs, so a form fill in Marketing sets off the right action in Sales.
CMS Hub
The website, rebuilt inside HubSpot.
- Every page connected to the CRM
- Two buyer journeys in the navigation
- The team publishes on its own
Marketing Hub
Nurture that follows the buyer.
- Workflows rebuilt on lifecycle stage
- Three persona nurture paths
- The Information Day as one push across email, paid and social
Sales Hub
A pipeline shaped like a move.
- Stages mapped to a retiree's buying journey
- Cross-Hub triggers from Marketing
- Breeze Copilot summarises deal activity
Operations Hub
The layer that was missing.
- Custom property sync
- Google Ads conversions, forms and attendance together
- Dashboards from ad spend to settlement
- New Lead
- Contacted
- Site Tour
- Information Session
- Nurture, Not Yet Committed
- Waitlist
- Application
- Signed Contract
- Settlement
- Resident
The pipeline carries on past the sale to Resident, so the team can see who has actually moved in.
Every ad dollar has a settlement attached.
The whole platform points at the Information Day and measures back from it. Every click, form fill, attendance and settlement is tracked against the same campaign.
Torn down, then rebuilt in order.
The old workflows came out first, and the data model was designed across all four Hubs before any of them was rebuilt.
Audit and architecture, All four Hubs
A portal audit, the existing workflows torn down, and a cross-Hub data model designed from scratch, with the migration order agreed with Renaissance.
One data model for every Hub
CMS Hub rebuild, The website
The website rebuilt inside HubSpot CMS, every page connected to the CRM, with two buyer journeys set into the navigation.
The site inside the platform
Marketing and Sales Hub rebuild, Nurture and pipeline
Nurture rebuilt on lifecycle stage, the pipeline mapped to the retiree buying journey, and cross-Hub triggers so a form fill starts the right action in Sales.
Marketing and Sales on the same record
Operations layer and paid media, Google Ads
Custom property sync in Operations Hub, and Google Ads launched and optimised against settlement data instead of clicks.
Spend measured against settlements
Team enablement, Fortnightly
Fortnightly HubSpot training with the Renaissance team, and every workflow change documented so nothing depends on agency memory.
Janine runs the platform day to day
HubSpot AI, for the grunt work
Breeze Copilot
Speeds up the workflow rebuilds across Marketing and Sales, summarises deal activity, and gives Janine and Celia plain-English access to the CRM.
AI Content Assistant
Drafts the nurture sequences across the three personas.
Four agencies out, one platform in.
Ad spend you cannot trace to a sale?
Four goals. Here is what came of them.
What Renaissance needed before the program started, and where it stood once it was live.
Goal 01
Four Hubs working as one connected system
We built one cross-Hub data model, triggers from Marketing into Sales, and custom property sync in Operations Hub.
4
Hubs running as one connected system. A form fill in Marketing sets off the right action in Sales without anyone passing it on, where four agencies had each run one part of the platform.
Goal 02
Nurture mapped to lifecycle stage
We rebuilt the workflows on lifecycle stage, set up three persona paths, and ran the Information Day before, on the day, for no-shows and after.
Record
attendance at the Information Days, with more qualified prospects in the room. Prospects now arrive already understanding what a retirement village is, where some had come thinking it was a rental village.
Goal 03
Paid media tracked from click to settlement
We optimised Google Ads against settlement data, and built dashboards from ad spend to attendance to settlement.
1,025x
return on Google Ads spend. $8K of ads turned into $8.2M of sales pipeline, and for the first time a settlement can be traced back to the campaign that produced it.
Goal 04
Training, so the team owns the platform
We ran fortnightly HubSpot training, and documented every workflow change.
In-house
Renaissance's own team runs HubSpot, with Janine on it day to day. Every workflow change is written down, so nothing depends on agency memory, and Breeze Copilot gives Janine and Celia plain-English access to the CRM.
Put together, Renaissance went from four agencies each touching one part of the platform to one connected system its own team runs. Every ad dollar now has a settlement attached, and $8K of Google Ads spend has turned into $8.2M of sales pipeline.
Lead quality has lifted with it. In Celia’s words, The significant increase in qualified leads and the outcomes from our information sessions is of a very high value for us that we have not experienced before.
“Natalia and the team at Neighbourhood have taken our marketing to another level. Our Information Days have hit record attendance, our paid ads are generating a real pipeline, and we finally have a proper multi-channel strategy that's actually firing. Natalia is proactive, data-driven, and always one step ahead - we show up to the QBR, and she's already solved the problems we didn't know we had. Highly recommend.”
Janine C.
Villa Sales and Marketing Executive, Renaissance Retirement Living
Who ran it
Natalia ZiarkowskaAI & Digital Strategist
Led the portal audit, the four Hub rebuilds, the Google Ads launch and the team’s fortnightly training.
HubSpot Impact Award winner, Neighbourhood since 2023
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