Transforming a Real Estate Company’s Marketing Operations from Chaos to Clarity

Client Overview 

In January 2025, we worked with a mid-sized real estate company based in New York that was facing challenges with its marketing tech stack. Their existing systems were fragmented, making it difficult to streamline lead management, optimize marketing campaigns, and track real ROI effectively.  

The organization sought ways to gain more control over its operations and achieve clear, measurable results. 

Challenges 

1. Duplicate Records – Their system was generating duplicate records, making it difficult to get an accurate view of leads and activities.
2. Leads Assigned to Former Reps – Leads were being automatically assigned to sales reps who had left the company, leading to missed opportunities.
3. Misleading Marketing Data – Marketing automation users were incorrectly added as contacts, inflating MQLs and misrepresenting their marketing success.
4. Poor Integration between Platforms – Their Go-To-Market Intelligence platform was integrated with their CRM system, but without a proper workflow, and thus overriding important data values, causing confusion and data loss.
5. Confused Lead Ownership – Multiple reps were assigned to the same lead without clear ownership, leading to confusion and delays in follow-up.
6. Lack of Documentation – The team that set up the tech stack had left without providing adequate documentation, leaving the new team with no clear direction. 

Our Approach 

To overcome these challenges, we deployed a customized solution focused on enhancing operational efficiency, minimizing waste, and streamlining processes. 

• Audit & Assessment – We conducted a thorough review of their tech stack, looking at strategy, tools, integrations, governance, and ROI tracking. 

• Tech Stack Optimization – We mapped out their current tools, identifying redundancies, gaps, and opportunities to streamline. 

• Streamlined Workflows & Automation – We introduced smarter workflows and improved data automation to eliminate duplicate records, fix lead assignment issues, and ensure consistency across platforms. 

• Clear Ownership & Accountability – We helped the client assign clear ownership for each lead, task, and process, and thus eliminating confusion and speeding up the sales process.
• Knowledge Transfer – We created a detailed documentation for the new team to ensure smooth operations and continuity. 

Results 

Our approach led to measurable and impactful results: 

• 38% Increase in Platform Utilization – With a clearer understanding of their tools, the client made better use of their tech stack, boosting efficiency. 

• 22% Reduction in Redundant Spend – By eliminating unnecessary tools and consolidating platforms, we helped them reduce costs and focus on what truly mattered. 

• 3x Faster Campaign Execution – With streamlined processes and automation, campaigns were executed three times faster, allowing the company to respond to opportunities more quickly. 

• Full Visibility & Accurate ROI Tracking – They gained full transparency into their marketing activities, enabling accurate ROI tracking and data-driven decision-making. 

Conclusion 

This transformation enabled the client to shift from a disjointed, inefficient setup to a cohesive, goal-driven operation. By aligning technology with business priorities, optimizing critical workflows, and establishing clear ownership, we created a strong foundation for scalable growth and measurable ROI.