Enhancing real estate success with HubSpot

In this guide, we’ll explore how HubSpot CRM can help real estate professionals, from agents to brokers to developers, improve their sales, marketing, customer relationships, and overall business operations.

Managing clients, leads, and properties can be overwhelming. Real estate professionals face challenges like staying on top of numerous client interactions, managing large property listings, ensuring personalized communication, and coordinating efforts across teams.

HubSpot CRM is designed to simplify these tasks by centralizing all your data in one place, automating communications, and helping your team collaborate efficiently. We've seen first hand how real estate companies can streamline their workflows, deliver timely and personalized communication, and focus more on building strong client relationships.

In this article, we cover everything you need to know about using HubSpot for real estate, including key features, use cases, and case studies.

CRM challenges facing Real Estate companies

In relation to CRM, Real Estate businesses face a range of unique challenges that can make managing operations more complex. 

Here are some of the main challenges:

1. Managing complex and diverse client relationships
   Real estate professionals work with a wide variety of clients, from buyers and sellers to tenants and landlords. Each client has different needs and expectations, making it difficult to track interactions and follow up appropriately. Juggling these diverse relationships across different stages of the buying, selling, and renting process can lead to missed opportunities and delayed responses.
   
   
2. Handling high volumes of property data and listings: Real estate agents and teams often handle large numbers of properties, each with its own details, photos, and status updates. Managing these listings manually or across multiple platforms can be time-consuming and prone to errors.
   
   
3. Coordinating across teams and multiple locations: In real estate businesses, teams often work across different locations or manage multiple types of properties, such as residential, commercial, or rentals. Coordination among teams can be challenging, particularly when teams have different processes or use separate systems.
   
   
4. Following up with leads and clients consistently: Real estate transactions can take time, and staying on top of leads is essential for closing deals. However, with so many potential clients and deals in the pipeline, it’s easy for follow-ups to slip through the cracks. 

Addressing these challenges is key to improving efficiency, communication, and overall business operations in real estate.

Why Real Estate companies are choosing HubSpot CRM

Real estate businesses face several unique challenges when managing client relationships and workflows. These challenges often arise from the need to manage diverse teams, track large amounts of data, and maintain consistent communication.

HubSpot offers an integrated platform that addresses these key challenges, making it easier for real estate businesses to streamline operations and improve efficiency.

Here’s why real estate businesses choose HubSpot:

1. Centralized client information: HubSpot’s CRM organizes all client data into one centralized platform, enabling real estate professionals to easily track every interaction with each client, from initial contact through to the final transaction. Customizable pipelines and automated reminders ensure that follow-ups are timely, and client communication is personalized based on their preferences, needs, and stage in the process. This ensures that no client is overlooked, and agents can build stronger relationships across all client types.
   
   
2. Property data management: HubSpot’s CRM enables agents to store and manage property listings directly within the platform, associating each listing with relevant client information and tracking its status in real-time. With automated updates and seamless integrations, HubSpot ensures that property data remains accurate, and agents have quick access to critical details. This centralized database eliminates the need for multiple systems and reduces the risk of errors, making property management more efficient.
   
   
3. Collaborative tools and customizable workflows: HubSpot’s platform enables real estate teams to collaborate more effectively, regardless of location or department. Customizable workflows can be tailored to specific property types or team functions, ensuring that each team follows a consistent process. Teams can easily share information, track tasks, and communicate within the platform, eliminating silos and enhancing coordination. With everything in one place, it’s easy for agents to stay aligned, share updates, and work together seamlessly.
   
   
4. Lead management and automation: HubSpot’s lead management tools allow real estate professionals to track every lead and client in one place, ensuring that no one falls through the cracks. Automated follow-up reminders and task assignments help agents stay on top of important interactions. With customizable email templates, agents can send timely, personalized messages to leads, keeping them engaged throughout the entire buying or renting process. This helps to ensure no opportunities are missed, and leads are consistently nurtured.

By addressing these challenges, HubSpot enables real estate businesses to improve data management, streamline communication, and gain deeper insights into client needs, ultimately leading to more efficient and effective operations.

Core HubSpot features for Real Estate across CRM, marketing, sales and customer service 

HubSpot’s CRM features for Real Estate companies

HubSpot's CRM helps real estate teams manage client relationships, track property deals, and automate key tasks, ensuring smoother operations and increased productivity.

Here’s how HubSpot CRM supports real estate companies:

• Centralized property management: HubSpot brings all property information into one place, enabling real estate companies to efficiently track listings, client interactions, and sales pipelines. This centralized system reduces administrative burdens, freeing teams to focus on nurturing client relationships and closing deals.
  
  
• Multi-sided marketplace management: Whether managing buyers and sellers, tenants and landlords, or commercial spaces, HubSpot’s pipelines simplify complex transactions. The platform ensures every deal is tracked and organized, reducing the risk of errors and missed opportunities.
  
  
• Efficient account management: Managing lease renewals and rental agreements becomes hassle-free with HubSpot’s automation features. Timely reminders, automated workflows, and streamlined communication help eliminate miscommunication and improve client satisfaction.
  
  
• Franchisee support and coordination: For real estate franchises, HubSpot provides tailored solutions that allow franchisees to manage their own CRM systems while staying connected to headquarters. This ensures coordination, brand consistency, and operational alignment across locations.
  
  
• Intelligent property matching: HubSpot’s advanced segmentation tools enable companies to match properties to client needs effectively. By using customer profiles and insights, agents can offer personalized property recommendations that drive conversions and client satisfaction.

At Huble, we specialize in helping real estate companies implement and optimize HubSpot’s CRM features. Whether you're looking to enhance account management, support franchises, or improve property matching, Huble’s expertise ensures that these CRM tools are customized to maximize efficiency and drive better results for your business.

HubSpot features for Real Estate Marketing

For real estate companies navigating a competitive market, HubSpot’s marketing tools offer the automation and insights needed to stay ahead.

HubSpot offers a range of tools that enable real estate companies to automate and optimize their marketing efforts:

• Automated property listing campaigns: With HubSpot, real estate companies can automate email campaigns to showcase new property listings, updates, and special promotions. By segmenting audiences based on preferences, behavior, or location, you can deliver tailored content that resonates with your prospects. For example, you can set up workflows to ensure buyers receive property recommendations that align with their search criteria, driving higher engagement and conversions.
  
  
• Custom property match alerts: HubSpot’s automation capabilities enable you to notify clients the moment properties that fit their needs hit the market. These automated alerts not only keep potential buyers and renters engaged but also save your team time by eliminating manual updates.
  
  
• Optimized landing pages for lead capture: HubSpot’s drag-and-drop landing page builder makes it simple to create professional, high-converting pages. Whether promoting an open house or a specific property, these pages are designed to capture lead information effectively.
  
  
• Social media management for real estate: HubSpot’s social media tools allow you to schedule posts, track performance, and engage with audiences across platforms like Instagram, Facebook, and LinkedIn. Use these tools to promote properties, share market updates, and build your brand presence.
  
  
• Lead scoring and nurturing: HubSpot’s lead scoring system lets you identify high-potential clients based on their interactions with your content. Once identified, you can nurture these leads with automated follow-ups, such as property recommendations or educational resources.
  
  
• Enhanced property video marketing: Video tours are a powerful way to showcase properties, and HubSpot makes it easy to incorporate them into emails, landing pages, and social media posts. Engaging visuals help prospects understand the unique features of a property, leading to faster and more confident decision-making.
  
  
• Comprehensive marketing analytics: HubSpot’s analytics tools provide actionable insights into your campaign performance. Track key metrics, from email open rates to social media engagement, to refine your approach and maximize ROI.

By leveraging HubSpot’s Marketing Hub, real estate companies can build stronger client relationships, enhance engagement, and drive more conversions. With Huble’s expertise, your team can ensure every tool is customized and aligned with your unique goals, making HubSpot a powerful platform in your marketing strategy.

HubSpot features for Real Estate Sales

HubSpot’s sales tools are designed to help real estate professionals manage and optimize every aspect of their sales process, driving better results while saving time.

Here are key sales features that real estate companies benefit from:

• Lead Scoring: HubSpot’s lead scoring helps real estate professionals prioritize high-potential leads by evaluating their engagement and behaviors. By automatically assigning scores based on interactions such as website visits, email opens, and property inquiries, your team can focus on the leads that are most likely to convert. This helps save time and ensures that high-value leads receive prompt attention.
  
  
• Pipeline Management: Real estate transactions often involve multiple steps, which makes pipeline management critical to staying organized. HubSpot’s customizable pipelines provide a clear, real-time view of every deal at each stage of the sales process. This transparency ensures that your sales team can easily monitor progress, identify any potential bottlenecks, and forecast sales more accurately.
  
  
• Sales automation: HubSpot’s sales automation capabilities help real estate teams reduce time spent on repetitive tasks, such as follow-up emails, meeting scheduling, and internal reminders. HubSpot allows you to create workflows that automate key actions, like sending property updates, confirming appointments, or reminding clients of important deadlines.
  
  
• Quote and deal management: Creating accurate quotes and managing deals is a breeze with HubSpot’s deal and quote management tools. Real estate companies can easily generate and share quotes with clients based on property pricing, lease terms, or other relevant details. Additionally, HubSpot integrates with e-signature tools, allowing clients to sign contracts digitally, speeding up the deal closure process.
  
  
• Appointment Scheduling: HubSpot’s Meetings tool simplifies scheduling property viewings and client meetings by allowing clients to book appointments directly from your website or through email. This tool syncs with your calendar, ensuring clients can only choose times that work for you. For real estate professionals, this means eliminating the back-and-forth of scheduling and allowing clients to book property tours or consultations at their convenience.
  
  
• Commission Management: HubSpot provides a simple way to track commission management by offering transparency in tracking revenue distribution, commission splits, and shared referrals. Real estate teams can easily monitor their performance and revenue allocation across locations, helping to prevent errors and misunderstandings about commissions.
  
  
• Analytics and Reporting: HubSpot’s analytics and reporting tools provide deep insights into your sales performance, helping you understand how well your team is meeting KPIs. By tracking metrics such as lead conversion rates, pipeline velocity, and sales performance, HubSpot helps your team identify trends, spot issues, and make data-driven decisions to close more deals.

A HubSpot solutions provider like Huble can assist in customizing and implementing these sales tools to align with your company’s unique business needs. We’ll help you set up pipelines, automate tasks, and tailor HubSpot’s tools to maximize efficiency, ultimately driving better results for your real estate company.

Customer service features for Real Estate

HubSpot’s Service Hub helps real estate companies deliver exceptional customer service, streamline support workflows, and build stronger, lasting relationships with clients. With its comprehensive features, Service Hub enables businesses to provide consistent, timely, and personalized service to clients, enhancing satisfaction and retention.

Key Service Hub features that real estate companies benefit from include:

• Ticketing System: HubSpot’s ticketing system allows real estate businesses to manage and resolve client inquiries efficiently. By categorizing and prioritizing support requests, your team can ensure that no client issue is overlooked, improving response times and satisfaction.
  
  
• Knowledge Base: A centralized repository of FAQs, guides, and resources allows clients to self-serve and find answers to common questions. This reduces the burden on your support team while providing clients with the information they need, when they need it.
  
  
• Customer Feedback: HubSpot makes it easy to gather and analyze customer feedback through surveys and feedback forms. This data can help real estate businesses identify areas for improvement, measure client satisfaction, and continuously refine their services.
  
  
• Live Chat and Chatbots: HubSpot’s live chat and AI-powered chatbots enable real-time support, answering basic questions and scheduling appointments. This ensures that clients receive immediate attention, even outside of business hours.
  
  
• Service Automation: HubSpot allows for the automation of routine service tasks, such as sending acknowledgment emails, assigning tickets to the appropriate team members, and triggering follow-up emails. These automations save time and ensure that clients always receive prompt service.
  
  
• Reporting and Analytics: Service Hub’s analytics tools offer valuable insights into support team performance, ticket resolution times, and client satisfaction metrics. Real estate businesses can use this data to identify trends, address common issues, and optimize service strategies.
  
  

HubSpot’s Service Hub helps real estate companies streamline client support with tools like ticketing systems, knowledge bases, live chat, and service automation. These features ensure faster response times, improved client satisfaction, and efficient workflows. Huble specializes in customizing these tools to fit your business needs, helping you deliver high-quality service that strengthens client relationships.

Build Real Estate websites with HubSpot

HubSpot’s CMS Hub enables real estate companies to create highly functional, user-friendly websites that help showcase properties, collect leads, and streamline the entire customer journey.

Key features that HubSpot’s CMS Hub offers to real estate companies:

• Customizable website templates: HubSpot provides a wide variety of customizable, mobile-responsive website templates designed for real estate businesses. Whether you’re showcasing property listings, publishing blog content, or offering resources like market insights, HubSpot’s templates make it easy to create a professional and user-friendly site.
  
  
• Property listing management: HubSpot’s CMS allows you to manage and display property listings dynamically. With integration with your CRM, properties are automatically updated, ensuring that visitors are always seeing the most current listings. This feature helps enhance the user experience and reduce friction for prospective buyers or tenants.
  
  
• SEO optimization: HubSpot’s built-in SEO tools make it easier for real estate companies to optimize their websites for search engines. With keyword recommendations, SEO audits, and content optimization suggestions, HubSpot helps drive more organic traffic to your site, ensuring that potential buyers find you online.
  
  
• Lead capture forms and pop-ups: HubSpot’s lead capture forms and pop-ups are designed to convert website visitors into leads. Whether it’s for scheduling a property tour or requesting more information, these forms can be easily customized to suit your needs. HubSpot’s automation features ensure that once leads are captured, they are immediately placed into the appropriate workflow, moving them seamlessly through the sales process.
  
  
• Analytics and Reporting: HubSpot’s detailed analytics and reporting tools track website traffic, user behavior, and lead conversion rates. By analyzing these insights, real estate businesses can make data-driven decisions to improve their website’s performance and drive more conversions.
  
  
• Integrations with CRM: HubSpot’s CMS integrates seamlessly with the HubSpot CRM, making it easy to track leads and ensure that property listings and customer data are always in sync. This integration ensures that the customer journey is streamlined, from initial visit to final transaction.

With HubSpot’s CMS Hub, you can create a bespoke real estate website designed to captivate your audience, generate leads, and elevate your digital presence. Huble specializes in creating custom, strategic designs tailored to your business, with ongoing optimization to ensure your site remains impactful and high-performing.

HubSpot’s AI features for Real Estate

Incorporating AI into real estate workflows is transforming the way companies engage with clients, manage properties, and close deals. HubSpot’s Breeze AI, supported by Huble’s expertise, enables real estate businesses to optimize their operations and improve client satisfaction with AI.

Here’s how AI enhances real estate marketing, sales, and service:

• AI-powered chatbots: HubSpot’s AI chatbots engage with website visitors in real time, answering questions and qualifying leads. These bots can handle a wide range of tasks, such as scheduling property viewings, providing property information, and even answering frequently asked questions.
  
  
• Predictive lead scoring: AI-driven lead scoring helps real estate teams identify high-value prospects by analyzing patterns in customer data. Predictive lead scoring enhances the accuracy of lead qualification, allowing sales teams to focus on the most promising opportunities.
  
  
• AI-enhanced customer insights: By analyzing customer behavior and interactions, AI tools provide deeper insights into client preferences and needs. These insights help agents deliver more personalized recommendations, ultimately improving conversion rates.
  
  
• AI-driven content creation: HubSpot’s AI tools assist in generating content for property listings, blog posts, and email marketing campaigns. By using natural language processing, AI can help create engaging, SEO-optimized content that resonates with potential buyers.
  
  
• Sales forecasting: AI-powered analytics can forecast sales trends based on historical data, helping real estate businesses make more accurate predictions about future revenue and property demand.
  
  

HubSpot Breeze AI empowers real estate companies to enhance operations and deliver efficient, personalized client experiences.

With Huble’s SPARK AI Framework, we guide businesses through every step of their AI journey—from assessing opportunities and planning strategies to implementing solutions and driving adoption. Our structured approach ensures you maximize the potential of AI to streamline workflows, improve decision-making, and stay ahead in a competitive market.

HubSpot Real Estate success stories 

HubSpot has proven to be a game-changer for many real estate businesses.

Here are some success stories showcasing how HubSpot and Huble transformed operations and boosted results for real estate companies.

From 23% to 90% CRM Adoption

Avision Young, a global real estate services firm, faced challenges with multiple CRM systems and disparate data sources.

Huble stepped in to align their global teams to a single process, ensuring data migration and transformation into a standardised format. We conducted extensive training sessions for over 1,500 brokers, enabling them to embrace the CRM and new processes effectively.

Achieving a 300% improvement in lead response time

Knight Frank, a leading real estate consultancy, had a disjointed tech stack and two separate sales teams.

Huble worked closely with them to align the teams, migrate data from Excel, and integrate with Outlook. We ensured correct user permissioning and data segmentation to maintain accurate and reliable systems.

In the first six months following the migration from DotDigital, over 1,000 new leads were generated, demonstrating the effectiveness of the new CRM system.

Empowering franchisees with independent data

A real estate franchise, required a solution to synchronise data from over 400 CRM instances with their headquarters CRM.

Huble provided comprehensive HubSpot training to agents across the franchise, enabling them to leverage the platform effectively. We developed an RSS feed integration with HubSpot's Marketing Hub, automating the creation and distribution of property emails.

Additionally, the team manages their blog within HubSpot, ensuring seamless content management.

Efficiently routing leads as deals

A leading online real estate marketplace sought to streamline their lead routing process.

Huble facilitated technical integrations to automatically create a deal within HubSpot's Sales Hub once an inquiry was submitted.

We implemented automatic lead rotation rulesets to ensure leads were assigned to the appropriate real estate agents, optimising response times and enhancing customer experience.

Digital Marketing in Senior Living/Retirement

A senior living and retirement community provider partnered with Huble to develop comprehensive customer acquisition journeys.

By creating buyer personas, crafting engaging content, and configuring marketing automations, Vitality effectively targeted their audience. We implemented HubSpot's Marketing and Sales Hubs, allowing for seamless coordination between marketing and sales efforts.

Additionally, we executed SEO strategies and managed paid media campaigns to drive digital marketing success.

Efficiently managing developments

A residential construction company, required assistance in developing and executing a digital marketing strategy.

Huble worked closely with their team to define their digital marketing objectives and implement effective tactics to create demand. We also provided consultation on sales processes and best practices, setting up HubSpot's Sales Hub and delivering comprehensive training to users. 

Additionally, we helped their teams build a database for future stock by profiling leads and utilising data to identify potential demand for new developments.

Interested in more? Discover how medium and large property companies use HubSpot by watching our 45-minute webinar, featuring insights from over 400 successful implementations.

Maximizing HubSpot for Real Estate success

HubSpot offers powerful tools that can help property companies streamline their operations, build closer customer relationships and drive growth. However, simply implementing HubSpot is just the beginning. At Huble, we focus on helping you continuously evolve your business with HubSpot's features to ensure you stay competitive and ahead of the curve.

To fully utilise HubSpot's potential, the platform needs to be customised to your individual needs and workflows. Start by customising HubSpot to manage property listings, track leads and automate marketing - all in one centralised system.

Proper training will ensure your team can use HubSpot effectively. With the right setup, tools such as contact segmentation, automated follow-ups and personalised communications can strengthen customer relationships and close more deals.

Regular performance reviews using HubSpot analytics provide valuable insights to help you refine your processes and make data-driven decisions for continued growth.

At Huble, we specialise in tailoring HubSpot to the specific needs of real estate companies. From platform customisation to team training, our experts can help you get the most out of HubSpot.

Contact our team today to find out how we can work with you to achieve your goals.