48,000 dead contacts. One $5M pipeline.
How Neighbourhood rebuilt The Agency’s national recruitment engine in HubSpot, turning a 48,000-contact mess into a compliant, high-intent talent pipeline. In two months.
- Client
- The Agency
- Industry
- Real estate recruitment
- Timeline
- 2 months
- Project lead
- Cassy Woodforth
- What we did
Recruitment was a complete mess.
Every state ran on its own. GMs leaned on siloed spreadsheets and personal systems, while HubSpot held 48,000 contacts dumped in without structure or consent, used mostly for spray-and-pray outreach.
Only 6.5% of the database was marketing-safe, which throttled any compliant outreach. GMs burned time chasing cold, poor-fit leads instead of the high-GCI agents ($500k to $1M+) who actually move the needle. Time-to-hire stretched 12 to 24 months, and leadership had no way to connect marketing or GM activity to signed GCI.
The brief: turn state-based chaos into one national system that identifies, nurtures and converts high-GCI agents at scale, without losing the personal touch GMs are known for.
Clean the foundation, then build for adoption.
We started with GM interviews and a full audit of the 48,000-contact portal to map the real recruitment journey, then rebuilt HubSpot into a clean, trusted source of truth. From there, structure and automation were layered in gradually so GMs stayed in control of their relationships.
Human first
GMs personally invited priority agents through a “courtesy opt-in”, no bulk enrolment. The relationship stayed theirs.
Adoption by design
Lead scoring was introduced gradually, with GM review and approval, so the system earned trust instead of forcing it.
A career platform at scale
Smart content and 11 GM-branded sequences let every agent get a personal-feeling message, at national scale.
HubSpot’s Breeze AI
Breeze’s AI writer and Content Remix drafted opt-in and nurture emails, tailored per GM, so drafting never bottlenecked launch.
A national recruitment engine, wired end to end.
Four connected layers of HubSpot, from a deduped data foundation through to leadership reporting, with the right integrations doing the heavy lifting behind the scenes.
One platform, four layers, six integrations. Data flows left to right: from the mess, through the build, to the pipeline.
- 01A trusted data foundation. Deduped 4,198 records down to 1,422 unique with Koalify, verified 51,654 emails (38,227 deliverable), archived 30 dead properties and built 18 contact + 34 deal properties for GCI, location and recruitment data.
- 02A pipeline GMs trust. A dedicated recruitment pipeline in Sales Hub with a combination lead-scoring model (fit + engagement), 5 GM playbooks, and offer/discovery forms that pre-populate the record.
- 03Compliant reach, the human way. A GM-led courtesy opt-in to ~7,000 curated contacts lifted marketing-safe contacts from 6.5% to 21.8%, feeding 11 GM-branded sequences and a “Not Right Now” nurture for agents who aren’t ready yet.
- 04One set of numbers. HubSpot Campaigns plus 2 dashboards and 21 reports gave marketing, GMs and leadership the same view of GCI pipeline, deal velocity and list growth, backed by hands-on training.
Two months. A different business.
“They gave us a system that actually works and supports growth at scale. Cassy didn’t just help ‘set up’ HubSpot, she took the time to understand our business, our people, and the unique challenges of recruitment in real estate.”
The neighbours next door.
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Tell us what’s slowing you down. We’ll show you what good looks like, no jargon, no gatekeeping.