From PropertyShell to a Salesforce that doubles the benchmarks

Traders in Purple, a national developer with more than 20 years of residential projects, needed off PropertyShell and onto a platform that could scale campaign production with its portfolio. The Garden's Salesforce migration cut campaign preparation time by over 80%.

Client: Traders in Purple
Industry: Property
Solutions: Marketing Technology
Services: CRM, Marketing Automation, Integrations
Customer type: B2C
Region: Australia

Reduction in manual campaign preparation time

80%+

Of Marketing Cloud email sends tied to influenced opportunities

60%

Email CTR against a 2.06% industry benchmark

5%

Click-to-open rate against a 5.54% benchmark

10%

The challenge

Project-based property sales needed a custom lead and opportunity model, clear lifecycle mapping from lead to purchaser, and defined rules for data handling, automation and segmentation, with campaign production scaling across active developments in NSW, Queensland and Tasmania.

Our solution

The build delivered automated round-robin lead assignment and Person Account creation, lead-to-opportunity flows with new statuses like Attended Appointment and Deposited, validation rules and naming standards, and real-time sync with Sales Cloud through Synchronized Data Extensions. Dynamic segments split sales leads, community leads and purchasers, with campaign triggers firing automatically on CRM activity.

Nine mobile-optimised email templates rolled out across the active developments, existing assets migrated and rebuilt for performance, Lighthouse and Rivera project data integrated, and automated lead capture connected so enquiries hit the CRM, and a workflow, in real time. QA validated every flow, sync and deposit rule with the sales and marketing teams before launch.

The results

Manual campaign preparation time fell more than 80%, email campaigns run at a 5% CTR and 10% click-to-open, nearly double the 2.06% and 5.54% benchmarks, and 60% of Marketing Cloud sends now tie to influenced opportunities, with sales and marketing finally aligned on one platform.

From the team

By migrating Traders in Purple from PropertyShell to Salesforce, we delivered not just a new system, but a scalable, integrated foundation for sales and marketing. The ongoing enhancements and project-specific integrations have empowered their teams to engage more effectively and move faster — all while keeping the prospect experience at the centre.