Migration & Implementation
UK Property Agency
HubSpot CRM and MRI integration to connect sales, data, and onboarding
Seamless HubSpot adoption with automated property workflows and integrated reporting
The impact
40%
Faster Property Activation
The integration between HubSpot and MRI cut the property listing process by almost half, allowing sales teams to bring developments to market much faster.
3X
Increase in sales visibility
Leadership gained end-to-end insight across every branch, deal, and development through unified dashboards and standardised data reporting.
100%
Unified sales visibility
Leadership gained a complete view of sales activity, performance, and deal progress across all teams and developments.
Project overview
UK Property Agency
A growing real estate agency specialising in new-build developments required a centralised CRM that could unify its sales, marketing, and reporting operations. The goal was to eliminate manual data handling, improve pipeline visibility, and integrate critical systems like MRI for property data management.
The challenge
The client’s existing systems created significant inefficiencies. Teams relied on spreadsheets and manual data input, which limited transparency and created duplication. Separate tools for email, reporting, and e-signature caused confusion and data silos. The agency needed a structured CRM implementation, a reliable MRI integration, and performance dashboards that could be trusted by leadership and sales teams alike.
Services provided
HubSpot CRM implementation
Custom HubSpot and MRI integration
Reporting and dashboards
Change management and training
HubSpot CRM implementation
HubSpot CRM implementation
The project began with a complete HubSpot CRM Suite setup, including custom object design for Properties and Developments. Data structures were mapped to mirror MRI’s model, allowing a smooth data flow between systems. User roles, permissions, and data governance policies were clearly defined to ensure accountability and compliance. Sales pipelines were standardised with four core stages, mandatory fields, and tailored record views to align with the client’s sales process.
We created automation workflows for new deal creation, property assignment, and task reminders. Templates and sequences were developed to accelerate follow-ups, while GDPR settings were enforced to maintain compliance.
The goal
Establish a single, structured platform that enables accurate reporting and supports future automation and growth.
The outcome
The client gained a scalable CRM with clean data, improved process visibility, and greater user confidence. Sales teams could work directly in HubSpot without needing to switch systems, and management could track performance across all developments.
Custom HubSpot and MRI integration
Custom HubSpot and MRI integration
A bespoke integration was built to connect HubSpot’s deal and property data with MRI’s internal property management system. We developed a streamlined trigger system where sales users could set “Link to MRI = YES” to initiate the sync, replacing several manual data transfer steps.
API endpoints were designed to handle two-way communication for key property fields, ensuring updates in one system reflected in the other. During testing, multiple data validation rules were added to protect against duplication or incorrect property status.
The goal
Enable automated property activation from HubSpot while maintaining the data accuracy of MRI.
The outcome
The integration eliminated manual re-entry, reduced delays between property approval and publication, and established a secure link between sales and operations teams. This connection improved data consistency and reduced handoff friction.
Reporting and dashboards
Reporting and dashboards
A full suite of dashboards was created to support leadership oversight and team management. Reports covered contact source attribution, deal creation rate, pipeline value by stage, activity by user, and status by development.
Forecasting dashboards were customised to differentiate between weighted and unweighted revenue projections. Task-based reports excluded completed items to focus on current activity, providing a real-time view of team workload.
The goal
Give senior management a reliable reporting layer to drive strategic decisions and improve forecasting accuracy.
The outcome
The client gained full sales visibility across the organisation. Performance metrics could now be reviewed at branch, team, and individual level, enabling proactive management and resource allocation.
Change management and training
Change management and training
We delivered tailored enablement sessions for sales, marketing, and operations users. After initial feedback, sessions were restructured to include live walk-throughs of the client’s actual HubSpot instance, ensuring relevance and clarity.
Each training session included practical exercises on data entry, pipeline updates, and report usage. We also provided post-training resources and one-on-one support during the adoption phase to ensure user confidence.
The goal
Drive adoption across all user groups and reduce the learning curve associated with the new CRM and integrations.
The outcome
The client’s teams quickly adapted to the new workflows and tools. Data input accuracy improved, duplicate records decreased, and team leaders reported smoother day-to-day operations.
Key highlights
"Karman has been an incredible partner to work with for our CRM implementation, migration, and custom-built APIs. The team was highly knowledgeable and very responsive, making the entire project process smooth and stress-free."
Integration built for operational accuracy
The custom HubSpot to MRI integration aligned property data in real time and created a clear process for activation. By refining the workflow to a single “Link to MRI = YES” action, the client eliminated several steps from the onboarding process. This saved time for sales teams and ensured that properties were always correctly synced between systems.
Supporting results
- Instant property activation from HubSpot
- Elimination of manual re-entry errors
- Consistent data quality between systems
Want to learn more?
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