Strategy first, technology second: automation done in the right order

In a series of collaborative workshops, we mapped the ideal future state of Porter Davis’ customer journey around three questions: how do current customers purchase from Porter Davis, how can every step of the journey be supported, and how do prospects become lifelong customers? That gave the team a detailed view of customer expectations before a single workflow was built, with the changes then scoped across their existing Salesforce CRM and incoming Pardot instance.

We designed content and email journeys segmented by state, buyer type, first home buyers and upgraders, and journey stage, supported by the CRM and Pardot integration. Progressive profiling segmented prospects into the right nurture automatically from their own stated preferences, creating an experience that feels authentic and relevant at the moment decisions are made.

The evergreen automated experience works both ways: customers get supported through every decision, while the sales team gains data-driven insights captured in less time.

Measured against industry email benchmarks for real estate, the nurtures delivered a 45.49% higher average open rate and a 97.68% higher average click rate, with the re-engagement nurture peaking at a 38.09% unique open rate: personalisation at scale, built on strategy first.