HubSpot Optimisation & Pipedrive Migration: How Realm Projects Rebuilt Its CRM Foundation

Realm Projects was midway through an unfinished shift from Pipedrive to HubSpot, leaving the business in a fragmented, low-trust state. Around 16,000 contacts and their full deal history sat in Pipedrive, and previous efforts had bolted on automation before the data model was settled or qualification had even been separated from an active sale. Every deal pipeline was structured differently, enquiries and genuine opportunities lived in the same object, and lead sources feeding in from Webflow sites, property portals and realestate.com.au arrived manually or not at all. The team fell back on spreadsheets for reporting they couldn’t trust.

Audit & Data Model Design

• Audited both the existing HubSpot instance and Pipedrive, identifying gaps, redundancies and misconfigurations to establish a baseline for the rebuild
• Mapped the correct Contact, Company, Lead, Deal and Project architecture in an entity relationship diagram before any configuration began
• Defined the central architectural change underpinning the whole build: qualification and sale split into separate objects, with enquiries worked entirely as Leads and only becoming a Deal once there’s a genuine appointment or commercial path

CRM Architecture & Data Migration

• Rebuilt all six core objects, Contact, Company, Lead, Deal, Project and Activities, including a new Project object to support project-level reporting that Pipedrive had no equivalent for
• Consolidated every fragmented Pipedrive pipeline into a single Draft Sale Pipeline, with project separation handled through the Project object rather than duplicated pipelines
• Migrated around 16,000 contacts and their full deal and activity history from Pipedrive, merging duplicates and enforcing required properties (including Win and Loss Reason) directly in the pipeline stages

Lead Capture & Integration

• Built a Make.com integration normalising four enquiry sources, Webflow project sites, Apartments.com.au, OpenLot and realestate.com.au, into a single HubSpot intake
• Delivered the Webflow integration across four project sites, connecting attribution and session data (including the hubspotutk token) through form submissions rather than a direct API write, so campaign and browsing history stay intact on every enquiry

Automation & Lead Scoring

• Implemented a weighted lead scoring model that automatically promotes a contact to MQL at a 50-point threshold, based on engagement and profile signals
• Built 20 active workflows covering lead assignment and follow-up by project, lifecycle stage progression from Subscriber through to Evangelist, project association across Contacts, Leads and Deals, and deal-stage enforcement including stale deal alerts and required close-out reasons

Reporting & Dashboards

• Replaced the team’s manual spreadsheet reporting with six native HubSpot dashboards: Executive Summary, Sales Agent, Lead Source Attribution, Weekly Performance, Draft Sale Pipeline and Sales Rep Performance
• Applied global Date Range and Project filters across all six dashboards for consistent, project-level reporting

Quality Assurance & Handover

• Ran end-to-end QA and UAT across the migration, workflows and integrations ahead of go-live
• Delivered an interactive handover session and documentation covering system administration, lead management and reporting, so the Realm team could operate the rebuilt CRM independently

• ~16,000 Pipedrive contacts migrate with their full deal history 
• 6 rebuilt HubSpot objects (Contact, Company, Lead, Deal, Project, Activities)
• Qualification and sale split into separate objects, with every enquiry worked as a Lead through 7 stages before a Deal is ever created
• Every fragmented Pipedrive pipeline consolidated into a single Draft Sale Pipeline, with project-level reporting handled through a dedicated Project object
• 20 automated workflows covering lead assignment, lifecycle progression, project association and deal-stage enforcement
• 4 enquiry sources (Webflow, Apartments.com.au, OpenLot, realestate.com.au) normalised into one HubSpot intake through a custom Make.com integration, including 4 Webflow site
• 6 dashboards replacing the team’s manual spreadsheet reporting