Every enquiry in. Deals nearly doubled.
A boutique residential developer whose enquiries came from everywhere, much of it typed in by hand. Now they all arrive in one pipeline.
- Client
- Project lead
Trav WhiteFounder and Head of AI Engineering
- Industry
- Residential property development
- Location
- Brisbane, Australia
- Platform
- HubSpot Sales and Marketing Hub
- Scope
- Data, pipeline, reporting, training
01 The briefBring every enquiry, from every channel, into one HubSpot sales pipeline, stop retyping portal leads, automate the steps in between, and give management reporting across the whole buyer's journey.
Leads from everywhere, entered by hand.
Siera Group is a boutique residential property developer in South-East Queensland. Buyers find its projects on property portals, on its own website, by phone and by walking in.
Enquiries from third-party real estate sites like Domain arrived as emails, and someone had to type each one into the CRM. The marketing team had no efficient way to collect details from the website either, and the sales team ran its process by hand.
It stayed that way because fixing it meant changing everything at once. Siera Group was already on HubSpot, but much of its customer data still sat in other platforms such as Mailchimp, and the process around it was manual. Siera knew it needed an automated approach, and that getting there would take a large effort.
In the meantime the cost was repetitive work, little view of how each enquiry was progressing, and few tools for turning a lead into a sale.
Four ways a buyer gets in touch
- Property portals. Sites like Domain, sent as emails and typed in by hand.
- Siera's website. With no simple way to capture a visitor's details.
- Phone calls. Handled by the sales team, outside a shared pipeline.
- Walk-ins. The same, recorded by hand.
One route in, for every portal lead.
Enquiries from property portals used to be retyped. Now a mail parser reads each one and writes it to HubSpot.
Website leads skip the first two stops. The new HubSpot landing pages and forms write straight to the contact record, and phone and walk-in enquiries join the same pipeline.
Four ways in, one pipeline.
Still retyping leads from property portals?
Data first, then the pipeline.
Four pieces, in order. Customer data had to be right before lead scoring, automation or reporting could rely on it.
Data collection and structure
Portal leads parsed into HubSpot, landing pages and forms on Siera's website, Mailchimp data restructured and imported, and new properties for lead scoring, automation and reporting.
A new sales pipeline
Workshops on the current process, wireframes refined in more workshops, then the pipeline built in HubSpot with reminders and automation, and SMS through MessageMedia.
Reports and dashboards
Built with HubSpot's own analytics, made for this project and designed to be cloned and adapted for future ones.
Training and ongoing support
Workshops and training sessions on each new tool and process, then continued technical support once the pipeline was running.
The pipeline kept changing after launch. Once it was live we collected data and ran more workshops with the sales agents to refine it.
- Marketing channel performance. Where enquiries come from.
- Lead generation. How many new leads arrive.
- Website performance. How the site and landing pages perform.
- General sales activity. What the sales team is doing.
- Sales activity by owner. The same, agent by agent.
Between them they cover the buyer's journey from first enquiry to sale.
Plan with the agents, then keep listening.
Siera Group understood its buyers deeply, so the people who sell to them shaped the pipeline before it was built and after it went live.
Planning, With the sales agents
Conversations with Siera's team and sales agents, then wireframes of the new pipeline, refined on their feedback until they approved it.
Wireframes signed off before any build
Implementation, Mostly inside HubSpot
The mail parser first, then clean customer data in the CRM, landing pages and forms in Marketing Hub, the pipeline and its automation in Sales Hub, SMS through MessageMedia, and the reports last.
Data before automation
Optimisation, After go live
Feedback from the sales agents and the first sales data, used to keep improving the pipeline.
Changed by the people using it
What the planning settled
Every channel, one pipeline
How to collect details from portals, the website, phone calls and walk-ins, and bring them together.
What to automate
Which pipeline stages could run on their own.
What to report on
The measures management needed to see.
Four goals. Here is what came of them.
What Siera Group asked for before the project started, and where it stood four months later.
Goal 01
Better ways to collect, manage and report on customer data
We set up the Pabbly mail parser for portal leads, built new landing pages and forms, and restructured and imported the Mailchimp data.
844
form submissions in the first four months. The new landing pages and forms on Siera’s own website write straight to the contact record in HubSpot.
Goal 02
A view of the whole customer journey
We built five HubSpot dashboards, from marketing channels and lead generation to sales activity by owner.
5
dashboards covering the buyer’s journey, from first enquiry to sale. Management can follow how each channel performs and what each sales agent is doing, which is what it had been missing.
Goal 03
Marketing and sales working leads together
We built one sales pipeline every channel feeds, with reminders and automation, designed in workshops with the sales agents.
95 to 184
deals a month, from the first month of the pipeline to three months later. That is a 93.68% rise, and the pipeline generated over $20,000,000 in revenue in its first four months.
Goal 04
No more repetitive manual tasks
We set up portal leads to be parsed straight into contacts, and automation through the pipeline stages.
No retyping
of portal enquiries, which reach HubSpot on their own. Enquiries from sites like Domain used to arrive as emails for someone to type in. The sales process, which ran by hand, now has reminders and automation at each stage.
Put together, every enquiry Siera Group gets, from a portal, its website, the phone or the front door, now goes into one sales pipeline, and deals nearly doubled. The pipeline generated over $20,000,000 in revenue in its first four months.
Management can see how each channel performs and where every buyer sits between first enquiry and sale. The dashboards were built to be cloned and adapted, so they can be used again on Siera’s future projects.
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the planning workshops with Siera’s agents, the data work and the pipeline build in HubSpot.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
Leads coming in from too many places?
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