Real Estate Tech
Top Producer: From Manual Updates in 2 Systems to Automated Seamless Data Flow
Our biggest stress every day is the blind spots we have because these systems can’t be trusted today.
Keith Hockin
Senior Director, Sales | Top Producer
The Overview
Background
Top Producer is a leading real estate CRM and marketing solution provider founded in 1982. The company offers a product suite that helps real estate professionals manage leads, market listings, and close deals efficiently. Their value proposition lies in providing a robust, integrated platform that combines CRM and marketing automation to streamline business processes and improve productivity.
In recent years, Top Producer integrated HubSpot for Sales and Marketing with Salesforce to better manage customer data and improve marketing automation. However, the integration encountered considerable challenges, impacting operational efficiency and the all-around customer experience.
Brief
These problems interfered with their data flow and automation processes. The sales manager spent over 10 hours per week manually reconciling data between the two systems. New data entered in Salesforce wasn’t syncing to HubSpot, causing discrepancies and failed automations.
Our team was hired to fix these issues, rebuild confidence in the CRM systems, and empower the Top Producer team to manage their data more effectively. And what a great success story this became.
This is our sales and marketing engine, and it feels like it’s a lawnmower at the moment...not a car. These are real challenges that we’ve been facing for a long time.
Keith Hockin
Senior Director, Sales | Top Producer
The Details
Challenges
- Data Discrepancy: Only new data from HubSpot is syncing to Salesforce, but new Salesforce data isn’t syncing to HubSpot.
- Manual Updates: We are forced to manually edit data in both systems, depleting valuable time and resources.
- Paused Automations: Marketing automation is turned off due to misfired automations caused by data flow issues.
- Integration Management: Two of our full-time leaders spend most of their time managing the integration instead of concentrating on their KPIs.
Solutions
- Integration Repair: Used HubSpot Marketing Hub Pro and native Salesforce integration to fix sync settings, data flow, and user configurations.
- HubSpot Health Evaluation: Using our HubSpot Salesforce integration repair methodology, we diagnosed and resolved sync errors, reinstated automations, and documented changes and troubleshooting suggestions.
- Inclusion List Removal: Removed the inclusion list to enable unrestricted data flow between HubSpot and Salesforce.
- Historical Data Update: Paused automations and ran bulk imports to correct historical data in both systems.
- Workflow Implementation: Created 10 Workflows in HubSpot for handling Lifecycle Stage changes and data handoff between systems.
- Training and Certification: Enrolled team members in our HubSpot Salesforce Integration Certification Course to improve their integration mastery.
Goals
- Fix the Integration: Resolve the sync issues between HubSpot and Salesforce within 3 weeks.
- Empower the Team: Train the team to manage the HubSpot Salesforce integration with confidence.
- Streamline Data Flow: Ensure data flows accurately between HubSpot and Salesforce without human intervention.
- Manage Duplicates: Create a plan to address duplicates between HubSpot and Salesforce using Insycle.
Results
- Restored Data Flow: Accomplished seamless data synchronization between HubSpot and Salesforce.
- Time Savings: Decreased the time spent on manual data updates by 10-15 hours/week, allowing leaders to focus on strategic objectives.
- Enhanced Automation: Successfully reinstated marketing automations, enhancing the efficiency of marketing campaigns.
- Improved Confidence: With the help of the HubSpot Salesforce Integration Certification Course, the team members acquired the necessary skills to manage the integration independently.
The goal here is for Keith and Ali to stop babysitting HubSpot.
Alex Eschenbaum
Salesforce Admin | Top Producer
The Wrap
Our Impact
By resolving the integration issues, Top Producer now has seamless data flow between HubSpot and Salesforce. This not only saves 10-15 hours/week of leadership's time but also allows the marketing and sales teams to finally focus on achieving their critical business KPIs. The repaired automation and improved data management has greatly enriched the overall customer experience and operational efficiency.
About Top Producer
Top Producer is excited about the future improvements and increased productivity resulting from the resolved integration. The team is now equipped to manage their CRM systems more effectively, with a straightforward and explicit plan for controlling data duplication and sustaining a seamless data flow. They look forward to leveraging these enhancements to drive more outstanding success in their marketing and sales efforts.
We’re successful despite the challenges, but how much more successful can we be once this is a well-oiled machine.
Keith Hockin
Senior Director, Sales | Top Producer