Upgrade Estate's HubSpot Success

Upgrade Estate's HubSpot Transformation: Commercial Team Alignment Success

Industry: Building and Construction
Company size: Mid-sized company (51-200 employees)
Services: HubSpot Sales and Marketing Hub Implementation with Custom Data Architecture

Summary

Upgrade Estate overcame fragmented commercial processes and gained unified customer visibility with HubSpot Sales and Marketing Hubs. Now equipped with streamlined workflows, automated lead management, and complete customer journey tracking, Upgrade Estate can accelerate growth while maintaining alignment across all commercial teams.

Achieve seamless commercial team alignment

Eliminate manual workflow inefficiencies

Enable comprehensive customer journey visibility

The challenge

Rapid Growth, Fragmented Operations

Upgrade Estate had built a strong reputation in Belgium's real estate market over 20 years, creating unique accommodation solutions for students and young professionals while offering investment opportunities. With 26 projects across 7 cities and expansion into apartments and office rentals, their concept was gaining momentum. However, their commercial operations weren't keeping pace with their growth ambitions.

Scattered customer data across multiple platforms

Customer information lived in silos across Teamleader CRM, Excel sheets, and Outlook. This fragmentation meant sales representatives often entered meetings without complete customer context, while customer success and marketing teams worked with different versions of the truth.

Heavy reliance on external agencies for marketing insights

The marketing team depended heavily on outside agencies for campaign analysis and strategic insights. This dependency slowed decision-making and limited their ability to respond quickly to market opportunities or optimize ongoing campaigns.

Manual processes consuming valuable selling time

Administrative tasks like lead assignment, call logging, and data entry were eating into productive hours. Sales representatives spent significant time on administrative work rather than building relationships and closing deals.

Strategic Commercial Transformation

Upgrade Estate needed more than just another CRM tool, they required a comprehensive commercial ecosystem that would:

Create a unified platform connecting marketing, sales, rental, and customer success teams
Provide real-time visibility into the complete customer journey
Automate manual workflows to increase team productivity
Enable data-driven decision making across all commercial activities
Support their complex business model with proper data architecture

Well structured approach. Quick and solid results. Goodalignment of sales, marketing and customer success team. I would recommend Elixir Solutions to anyone (except our competitors).

William Francx Revenue Operations Manager

1. Strategic Assessment and Architecture Design

We conducted thorough stakeholder interviews across sales, marketing, and IT teams to understand their complex business model and existing system landscape.

Given the sophistication of their data requirements and multiple customer-facing teams, we recommended beginning with a solution architecture study. This approach ensured HubSpot would integrate seamlessly with their existing systems while supporting their unique business processes.

2. Parallel Implementation Strategy

We executed HubSpot Sales and Marketing Hub implementations simultaneously through our proven workshop-based methodology.

For Sales Hub, we configured custom pipelines, automated workflows, and mobile access while conducting validation workshops with stakeholders.

The Marketing Hub implementation focused on buyer personas, GDPR compliance, forms and landing pages, plus analytics dashboards to support their investment-focused campaigns.

3. Custom Data Migration and Architecture

We solved the complex challenge of migrating from Teamleader CRM while preserving critical relationship data.

Since HubSpot's standard structure couldn't handle their family relationship requirements, we created custom objects that allowed multiple contacts to be associated with family units.

This solution maintained data integrity while enabling the relationship tracking essential to their business model.

4. Team Empowerment and Launch

We delivered comprehensive on-site training sessions tailored to each team's specific workflows, from sales and marketing to rental teams and system administrators.

After connecting HubSpot to their website, forms, and social media accounts, we supported their first marketing campaign launch targeting new investment opportunities, complete with automated lead nurturing workflows.

Custom Family Object for Complex Relationship Management

We built a custom "Family" object that solved a critical data architecture challenge unique to Upgrade Estate's business model. This solution enabled multiple contacts to be associated with family units, something impossible with HubSpot's standard structure.

Preserved Critical Business Relationships: Maintained essential family connections from their Teamleader CRM during migration without data loss.
Enabled Coordinated Communication: Sales and marketing teams could now see family relationships and coordinate outreach to avoid duplicate contacts or conflicting messages.
Supported Investment Tracking: The custom object structure properly tracked investment decisions made by family groups, crucial for their unique business model.

This technical solution demonstrates how proper data architecture planning can preserve complex business logic while unlocking the power of modern CRM capabilities.

For Upgrade Estate, it meant maintaining their competitive advantage in family-focused real estate investments while gaining all the benefits of HubSpot's advanced features.

Main Results

Upgrade Estate successfully transformed from a collection of independent departments into a unified commercial operation with centralized oversight and standardized service delivery. The Revenue Operations team now serves as the operational backbone supporting all customer-facing activities, while HubSpot provides the technological foundation enabling comprehensive customer relationship management and data-driven decision making across the organization.

The Impact

What Success Looks Like

Unified Commercial Operations

Complete Customer Journey Visibility

Automated Workflow Efficiency

Marketing Independence and Campaign Success

Before: Heavy dependence on external agencies for marketing analysis and insights slowed campaign optimization and strategic decision-making.

After: Internal teams successfully launched their first Facebook Ads campaign targeting student house investment projects, with automated lead nurturing workflows that guide prospects through webinar invitations and open house events, all managed independently with complete visibility into buyer journey and conversion tracking.

Take the next step

Ready to transform your commercial operations like Upgrade Estate?

Book a free consultation with our HubSpot specialists to discover how unified sales and marketing platforms can accelerate your growth and streamline your processes.

SUCCESS STORIES