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The Agency

How We Helped The Agency Turn 48k “Dumped” Contacts into a Talent Pipeline with HubSpot

The Agency
Services Used
Data & Operations Sales Hub Marketing Hub Ops Hub
Solution
HubSpot Onboarding
Project Manager
Cassy Woodforth
Project Location
Australia
Project Goals

The Agency, a rapidly growing Australian real estate network, needed to transform recruitment from state-based chaos into a unified national system. The goal was to identify, nurture, and convert high-GCI agents ($500k–$1M+) at scale, without losing the personal touch GMs had built their reputations on. HubSpot needed to become the single source of truth for marketing, GMs, and leadership, driving visibility and velocity. Success required clean data, automated yet human workflows, scalable personalised nurture, and transparent attribution connecting marketing to revenue.

 

 
Tools Used
HubSpot-Logo GFLogo-1024x965 koalify_rectangle_with_name-1 LOGO-LIGHT@10x miro google_sheets fathom

Their wants

01

Streamlined end‑to‑end recruitment process: A consistent national framework with pre‑qualification, a dedicated pipeline, clean marketing‑to‑GM handoffs and transparent reporting.

02

Cleaned and structured database: Deduplicated contacts, reduced noise, reliable GCI segmentation ($500k–$1M+ agents) and a clear definition of “marketing‑safe”.

03

Intelligent prioritisation: A lead‑scoring model combining demographic fit and engagement to automatically surface warm, high‑value agents.

04

Scalable, personalised nurture: GM‑branded communications that felt local and human, supported by automation that didn’t feel automated.

Their needs

01

Clean data infrastructure with deduplicated contacts, verified emails, standardised properties, and GCI/location segmentation.

02

Automated recruitment pipeline: A dedicated Sales Hub pipeline with agreed stages, combination lead scoring, automated routing, tasks and GM workflows and pre‑populated HubSpot forms for new opportunities.

03

Permission‑based nurture at scale: Courtesy opt‑in campaigns to rebuild compliant reach, GM‑branded sequences and smart templates and “Not Right Now” paths for long‑term nurture.

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

Recruitment at The Agency was, in Head of Brand Trent Penfold’s words, “a complete mess.” Each state operated independently, with GMs relying on siloed spreadsheets and personal systems. HubSpot contained 48,000 contacts dumped without structure or consent, used mainly for “spray‑and‑pray” tactics. Only 6.5% of the database was marketing‑safe, severely restricting compliant outreach.

Consequently, GMs chased cold or poor‑fit leads instead of focusing on high‑GCI agents. Time‑to‑hire stretched 12–24 months, with limited visibility. Leadership lacked attribution, unable to connect marketing or GM activity to signed GCI. This “scattered” approach stalled network growth.

Scope of works

Data Hub
  • Deduped 4,198 duplicates down to 1,422 unique records (Koalify).
  • Verified 51,654 email addresses, identifying 38,227 deliverable contacts.
  • Archived 30 unused properties and created 18 contact + 34 deal properties for GCI, location and recruitment data.
  • Built 59 targeted lists, including segments for $500k–$1M+ agents.
Sales Hub
  • Designed a dedicated recruitment pipeline with defined stages and automation.
  • Implemented a combination lead‑scoring model (fit + engagement).
  • Created 5 GM playbooks for discovery, objections and next steps.
  • Built offer and discovery forms to pre‑populate key details.

 

 
Marketing Hub
  • Launched a GM‑led courtesy opt‑in/opt‑out campaign to ~7,000 curated contacts.
  • Expanded marketing‑safe contacts from 6.5% to 21.8% (5,989 contacts) - a 3.4x increase.
  • Delivered 11 GM‑branded sequences.
  • Built smart‑content templates and a “Not Right Now” sequence for agents not ready to move.
  • AI‑assisted copy and subject line optimisation.
Reporting & Training
  • Configured HubSpot Campaigns to connect marketing activity to recruitment outcomes.
  • Built 2 dashboards with 21 custom reports on GCI pipeline, deal velocity, GM activity and list growth.
  • Delivered training for marketing and GMs so HubSpot became the default home for recruitment.

The Plan

  • Discovery & Data Foundation
  • Pipeline Architecture & Automation
  • Consent Expansion & Nurture
  • Attribution, Reporting & Training

Discovery & Data Foundation

  • We started with GM interviews and a full audit of the 48,000‑contact portal to map the real recruitment journey.

  • From there we deduped 4,198 records, verified 51,654 emails and rebuilt properties.

  • Turning HubSpot into a clean, trusted source of truth.

     

Pipeline Architecture & Automation

  • Next, we designed a national recruitment pipeline in Sales Hub with clear stages and a combination lead‑scoring model.

  • We embedded playbooks and light automation gave GMs structure while keeping them in control of when high‑value agents became deals.

     

 


 

Consent Expansion & Nurture

  • With the foundations set, we tackled compliant reach through a GM‑led “courtesy opt‑in” campaign to ~7,000 priority contacts.

  • This expanded marketing‑safe contacts from 6.5% to 21.8% (5,989 contacts) and enabled 11 GM‑branded sequences to run 6–8 month nurture at scale.

     

 

Attribution, Reporting & Training

  • Finally, we configured Campaigns and built 2 dashboards with 21 reports so marketing, GMs and leadership saw the same numbers.
  • Targeted training then made HubSpot the default home for recruitment, linking activity directly to the 44 qualified deals and $5M GCI the new engine began to generate.
NBH YouTube-3

The Strategy

  • Human First
  • GM Adoption by Design
  • Career Platform at Scale
  • HubSpot's Breeze AI

Human First

  • Rather than bulk‑enrolling 48,000 contacts into automation, GMs personally invited priority agents to stay in touch via “courtesy opt‑in”.

  • This protected the brand, rebuilt trust and still expanded compliant reach 3.4x.

 

GM Adoption by Design

  • Lead scoring was introduced gradually, with GMs reviewing and approving new deals so the system earned their confidence.

  • Embedded playbooks and sequences made best practice the easiest path to follow.

 

Career Platform at Scale

  • Smart content and GM‑branded sequences allowed The Agency to communicate with thousands of agents while still sounding local and personal.

HubSpot's Breeze AI

  • To scale personalised outreach without overloading GMs, we integrated HubSpot’s AI tools into the content workflow.
  • We used the AI email writer and Content Remix to generate first‑draft opt‑in and nurture emails tailored by GM.

The Results

3.4x

growth in compliant reach

$5M

annual GCI trajectory from 44 qualified recruitment deals

-85%

drop in low‑intent activity per GM, accelerating wins

In two months, the new HubSpot strategy delivered 44 qualified deals and 5 signed agents, generating ~$5M annual GCI with an 11.4% conversion rate - dramatically faster than the typical 12–24 month cycle.

The database of marketing-safe contacts expanded: 21.8% of the database is now fully marketing‑safe, and 59.18% meets broader compliance criteria for future activation. GMs shifted from ~200 mixed contacts to ~30 high-intent agents, leading to immediate coffee meetings and contract talks. End-to-end attribution via Campaigns/dashboards rebuilt marketing-GM trust. We also saw a -85% drop in low-intent activity which can be attributed to the new scoring, pipeline, curated lists and GM workflows.

This also established a scalable nurture foundation for 12–24 month cycles, replicable for PM recruitment, sales expansion, and investors.

The Impact

We partnered with Neighbourhood to untangle and rebuild our recruitment process in HubSpot, and the results have been game-changing. From cleaning and refining our database to designing a clear recruitment funnel, they gave us a system that actually works and supports growth at scale. Cassy was absolutely amazing. She didn’t just help “set up” HubSpot – but took the time to understand our business, our people, and the unique challenges of recruitment in real estate. Her guidance has given us confidence, clarity, and the right tools to attract and engage high-performing agents.

 
Trent P
Head of Brand | The Agency

Conclusion

Neighbourhood transformed The Agency’s recruitment from fragmented chaos into unified HubSpot system delivering immediate wins and scalability. By combining data hygiene, automation, human-first consent, and personalised nurture at scale, we proved recruitment excellence doesn’t require sacrificing relationships, it requires the right system. With $5M in signed GCI within two months and rebuilt marketing-GM trust, The Agency now has visibility, velocity, and confidence to scale.

Ready to see what we can achieve together?
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