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Real Estate, Marketplace

Rebuilding Salesforce Campaigns Using HubSpot Tickets

Interluxe is an online luxury real estate marketplace that has revolutionized the home buying and selling process. Interluxe provides a platform that enables sellers, agents, and buyers to convene in an open and transparent forum to purchase and sell real estate and luxury destinations all over the world. Specializing in properties valued $10 million and higher, they bring forth a tremendous amount of interest through to bring properties to market and create liquidity where it typically lacks for multimillion dollar homes. 40% of their sales break records in terms of highest sale price or highest price per square foot.

To accomplish these impressive feats, Interluxe needed a CRM that worked for their marketing, sales, and customer service goals. And, Salesforce just wasn't hitting the mark.

In 2022, the Interluxe team chose to migrate from Salesforce to HubSpot for their CRM and marketing automation needs. 

It was essential to the team that they maintain the Campaign functionality from Salesforce in HubSpot as they managed property auctions and bidders using Salesforce Campaigns.

They chose to partner with Coastal Consulting to manage the HubSpot implementation and Salesforce migration due to their expertise in advanced implementations and HubSpot Salesforce integrations.

Skip to the Numbers ↓

The Brief

"We're really excited to get this ball rolling, to move to a software that I think will help us better communicate and create actionable insights with our clients and more convergence."

- Scott Kirk, President & CEO

Two teammates sitting at a table with a laptop

Interluxe used Salesforce Sales Cloud to manage both sellers listing properties for sale and buyers bidding on available properties. The most important day-to-day usage of their Salesforce instance was the Salesforce Campaign functionality. Salesforce Campaigns stored information about people interested in buying properties auctioned by Interluxe.

Salesforce Campaigns stored:

  • Bidder source
  • Auction progression (Interested, Previewed, Registered to Bid, etc)
  • Bidder information
  • Notes indicating contact with bidder

Salesforce Campaigns and HubSpot Campaigns work very differently. The standard HubSpot Campaign functionality supports attribution reporting for marketing influence on HubSpot Contact activities. So, a custom solution was necessary.

Solution Requirements:

  • One object that represents a property available for bidding
  • A second object with multiple records associated with that property object record that represent each bidder
  • On each bidder object - we can track progress for bidding on that property
  • The bidder object will link to the property record and the contact record in HubSpot
  • The bidders can be viewed from a single list view that links to the contact, bidder record, and property record
  • The list view can be filtered by property
Interluxe - Salesforce Campaign Report
Current Solution - Salesforce Campaign Report
Leveraged to manage bidders on properties

The Challenges

Campaign functionality

HubSpot Campaigns differ from Salesforce Campaigns. The Campaigns from Salesforce could not be easily replicated in HubSpot.
Campaign functionality

Poor user experience

Salesforce CRM did not provide a smooth UX for the team managing bidders.
Poor user experience

Lacking marketing reporting

The disparate data in Salesforce Campaigns made it challenging to accurately report on the source of bidders for each auction.
Lacking marketing reporting

The Goals

1

Migrate to HubSpot from Salesforce

2

Simplify bidder management

3

Enable marketing reporting

The Partnership

How we teamed up with Interluxe for a successful implementation.

Woman interviewing another woman on a couch

HubSpot Implementation

Implemented HubSpot Marketing, Service, and Sales Hub Professional. 

Two teammates at a table with a mug and laptop

Salesforce Migration

Migrate Leads, Contacts, and Campaigns from Salesforce to HubSpot.

two teammates sitting at a table with a laptop and a book

Custom Campaign Solution

Leverage Tickets in HubSpot Service Hub to replace Salesforce Campaign functionality.

The Solutioning Process

HubSpot Custom Objects

The solution went through a few iterations. We tried two potential solutions before landing on the third, and final, solution.

First, we leveraged the HubSpot sandbox to build a Custom Object to represent an Auction Campaign. This solution did not meet the multi-object requirement that enabled high-level reporting and detailed per-bidder information.

Then, we created two Custom Objects - Campaign Members and Campaigns - to attempt to replicate the Salesforce functionality exactly. This did not function as desired due to the reporting limitations surrounding Custom Objects and the poor UX.

Screenshot: Initial Custom Object Solution

HubSpot Service Hub

Interluxe did not initially purchase Service Hub. But, after Solution 1 and 2 were not sufficient, Coastal pitched using Tickets in Service Hub to replace the Salesforce Campaign functionality. 

The final solution leveraged a Deal in a "Buyer" pipeline and Tickets associated to Contacts and the "Buyer" deal. 

Tickets are automatically created as new inquiries are submitted and associated to the property of interest in the "Buyer" pipeline as well as the HubSpot Contact.

Activities and conversations with bidders are managed through HubSpot's Activity and Notes features making it easy to see all touch points with a potential buyer.

HubSpot Screenshot - Ticket Showing Sources

The Finished Product

HubSpot Screenshot - Workflow to Create New Ticket + Assign Owner
HubSpot Form and Workflow for each property source
This creates a Ticket in HubSpot with a bidder expresses interest in a property and assigns the ticket to an owner using Round Robin functionality.
HubSpot Screenshot - Workflow to Leverage Associ8 to Associate Ticket to Deal
HubSpot Workflow to associate new Tickets to the Deal in the "Buyer" pipeline
This workflow leverages Associ8 (a HubSpot Marketplace App) to associate new Tickets to Deals in the Buyer pipeline to enable reporting and a 360 view of bids on each property.
HubSpot Screenshot - Ticket Associated to Auction
HubSpot Ticket associated to the Contact (bidder) and Deal (property)
The Ticket holds all of the information that used to exist in Salesforce Campaigns and Campaign members including the bidder source.
HubSpot Screenshot - Auction Listing with Tickets
HubSpot Deal stores information on the property available for auction
Tickets are associated with the Deal in the "Buyer" pipeline to easily show all bidders pursuing a property and their individual status
HubSpot Screenshot - Salesforce Activities Imported as Notes
Legacy Salesforce Activities imported as Notes in HubSpot
Salesforce Activities imported to HubSpot as Notes containing legacy data on Emails, SMS Messages, Notes, and Meetings from Salesforce.

Our Impact

This solution allowed Interluxe to use native HubSpot functionality to manage inquiries on properties and track the progression of each bidder in their bidding process. The team can now easily navigate between properties and bidders and communicate within HubSpot about the status of each bidder. 

Leveraging the reporting tools for Marketing, Sales, and Service Hub, Interluxe can easily identify how they are reaching new bidders in order to invest more in high performing marketing channels.

Testimonial

"That form you guys created was a lifesaver in terms of mapping it out for me. And those lists that you created, those segments, great idea."

"Everything's looking awesome. I really appreciate you guys and especially your patience. We're really happy with the finished product."

— Scott Kirk, President & CEO at Interluxe

About Interluxe

Interluxe is an online luxury real estate marketplace that has revolutionized the home buying and selling process. Interluxe provides a platform that enables sellers, agents, and buyers to convene in an open and transparent forum to purchase and sell real estate and luxury destinations all over the world.

Visit their website →

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