Marketing Hub Professional Implementation
The challenge they faced
The team managed a substantial commercial real estate portfolio but lacked integrated systems to streamline operations and client communication. As the business grew, manual processes and disconnected tools made it difficult to coordinate across property management, tenant relations, and administrative functions, creating inefficiencies that hindered growth and service delivery.
The strategy we mapped
We prioritized getting the team capturing consent and preparing their contact data before activating any messaging channels, since the client operated multiple brands from a single portal and needed compliant legal text and clean segmentation to avoid damaging sender reputation across all of them. With SMS requiring carrier approval and a multi-step registration process, we mapped out that workflow early and worked through data hygiene in parallel: importing contacts from disparate booking systems, deduplicating, standardizing phone number fields, and flagging invalid records. This sequencing meant that by the time SMS approval came through, the contact database was ready and suppression workflows could protect the sending domains from hard bounces and unsubscribes. The main constraint was managing multiple brands and locations within a single HubSpot instance; we solved this by building location-specific forms with hidden properties that auto-tag contacts, creating separate sending domains for each brand to isolate email reputation, and establishing multi-select location fields that let the team segment for targeted campaigns without overwriting existing data.
The solutions we executed
We set up HubSpot to track website activity and form submissions across the client's properties by installing the tracking code and configuring the Marketing Hub. This gave the team visibility into how prospects and customers interact with their sites, from browsing sessions to form entries to email opens. We then built forms for each business (Spins Bowl with location-specific routing, Spins Hudson, Danbury Ice Arena, and Vans) that captured consent explicitly using HubSpot's compliance-ready checkboxes.
The forms used hidden properties to auto-tag contacts by business and location, eliminating manual data entry and ensuring downstream segmentation worked correctly. We also created internal notification workflows that branch by location and interest type, routing form submissions to the right manager inboxes so leads never get overlooked.
SMS messaging was the biggest lift. We guided the team through HubSpot's carrier registration process, which required gathering legal entity details, crafting compliant consent language, and ensuring a live form with the correct disclosures existed before carriers would approve the account. We standardized phone numbers across the contact database (copying Phone Number to Mobile Phone Number for ~850 contacts), imported legacy contact lists with consent assumptions from their prior booking systems, and built suppression lists to prevent sending to hard bounces or opted-out contacts, protecting their sender reputation.
Once approval came through, we built workflows to set contacts as marketing-enabled, automated SMS sends through segmented location lists, and added bounce-handling logic to unsubscribe invalid numbers from SMS only, preserving their email engagement. We also trained the team on SMS composition, personalization tokens, and how to coordinate multi-channel sends (email, SMS, and socially scheduled posts) through a single campaign in HubSpot's Campaigns tool, which now provides one dashboard for tracking performance across all channels.
What changed after the engagement.
The team now operates a centralized HubSpot instance that tracks website activity, captures contacts across multiple brands and locations through location-specific forms with auto-tagging, and routes form submissions to the correct managers via branched notification workflows. Contact data from disparate booking systems has been standardized, deduplicated, and imported with proper segmentation by business and location. SMS messaging is approved and operational, with suppression lists protecting sender reputation and bounce-handling logic preserving email engagement while removing invalid numbers from SMS only. The team coordinates multi-channel campaigns through a single Campaigns dashboard, tracking performance across email, SMS, and social posts in real time.
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