Marketing & RevOps Support for Lead Scoring
The challenge they faced
The client operated a members-only platform connecting second home owners for luxury property exchanges. The team needed to strengthen its digital marketing presence and improve how it engaged prospective members who were researching home exchange options. They sought a partner to refine their marketing strategy and better communicate the value of their service to high-net-worth individuals considering membership.
The strategy we mapped
We prioritized a careful diagnostic pass over the HubSpot foundation before building new systems. The database held over 9,000 duplicate contacts, driven by form resubmissions and empty primary email fields, and nearly 500 custom properties cluttered with unused fields from failed integrations and ad-hoc builds. We sequenced the work to tackle cleanup first, then layer in buyer personas and lead scoring only after the underlying data was trustworthy. A timeline extension became necessary when cross-team alignment on personas revealed deeper complexity than originally scoped; this allowed us to move lead scoring into the first phase so the sales team could see a tangible, working model while we refined persona definitions with input from support, marketing, and leadership.
The solutions we executed
Custom property cleanup reduced the contact property catalog from over 500 fields to a clean, intentional set. We reviewed each property to confirm it was on the right object type (contact, deal, or company), used the right data type (dropdown, true/false, text), and was actually in use. Unused fields from past integrations (Calendly, HelloSign, and others) and redundant properties created by different teams were removed, clearing noise that had been hindering reporting and workflow reliability.
Database deduplication addressed a crisis of over 9,000 duplicate contacts caused by users submitting forms multiple times and empty primary email fields. We implemented automated workflows to assign primary emails and flag likely matches by name, allowing the team to focus manual effort only on high-value decisions. We identified root causes and set up processes to minimize new duplicates going forward, paired with a lightweight quarterly review cadence to keep the database clean without constant manual effort.
The lead scoring model combines a 100-point fit score based on property investment criteria with a 100-point engagement score tracking user activity, onboarding progress, and email behavior. The system automatically updates when criteria or weights shift, allowing the team to refine the model over time. High-scoring leads surface the most qualified prospects for sales prioritization, while the score also enables segmentation for targeted campaign intensity based on engagement level.
Three buyer personas–Strategist, Explorer, and Voyager–were defined to reflect how members approach the service and property exchange. A HubSpot workflow automatically tags new and existing contacts with a persona based on rental platform presence, reservation frequency, and engagement history. The tagging system includes an "untagged" signal for the support team to manually investigate and assign personas to edge cases, ensuring that every contact eventually receives a classification that shapes downstream communication and outreach strategy.
What changed after the engagement.
The client's CRM is now clean, correctly owned, and dependable for day-to-day sales and marketing. Over 9,000 duplicate contacts have been consolidated through automated workflows and manual review, while custom property cleanup reduced the property catalog from more than 500 fields to a lean, intentional set tied to the right object types and data structures. Lead scoring combining fit and engagement metrics now surfaces the most qualified prospects, and three buyer personas–Strategist, Explorer, and Voyager–automatically tag contacts to shape downstream communication strategy, enabling the team to reach the right members with the right message at the right time.
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