Rebuilding Simonds Homes' CRM on an integrated HubSpot ecosystem

Over time, Simonds’ CRM data and setup had fallen behind the way the business sells. 84k+ duplicate email records and more than 1.1 million outdated records clouded reporting, enquiries from Meta, REA, Domain, iBuildNew and other portals didn’t always reach the right rep, and there was no clean line from a campaign to a qualified lead to a signed contract. The move to HubSpot had to fix the data and the process together, while keeping every integration Simonds relies on, from DocuSign contracts and BPAY deposits to Outlook, Teams and the Google and Meta ad platforms, running without interruption.

Discovery workshops mapped systems, pain points and priorities across sales, marketing, finance and customer experience. A complex migration then moved 140k+ records into HubSpot, consolidating, de-duplicating, merging and field-mapping along the way. 84k+ duplicate emails were resolved and 1.1M+ outdated records retired, so Simonds started in HubSpot with data it could trust.

We configured five Hubs around the way Simonds sells. Sales Hub routes every enquiry by location, product interest and rep availability across 150+ staff, feeding a pipeline that runs from Qualifying through Initial Deposit to Sales Accepted. Marketing Hub runs segmented nurture from the moment of capture, Content Hub centralises the templates migrated from Ortto, Operations Hub powers real-time dashboards and task automation, and Service Hub handles enquiries. BPAY integration takes deposits inside the CRM, with payment-milestone alerts for reps.

Since go-live in December 2024, HubSpot has captured 104,000+ new enquiries, qualified 20,000+ of them and turned them into 11,100+ deals carrying $830M+ in recorded pipeline value. 3,600+ buyers have paid an initial deposit, around three in four of those deals have progressed to an accepted sale, and 2,700+ home sales have been accepted through the platform. Nearly nine in ten new enquiries are assigned to an owner, and leadership can see every stage, from first click to sales acceptance, in real time.