Case Study: Senior Lifestyle's Hubspot CRM Integration

Senior Lifestyle (SLC) manages 180+ senior living communities across the nation, however, communities operate as unique properties and have varying degrees of investor involvement and ownership.

The challenge they faced dealt with providing qualified leads to the right community sales teams at the right time, complete with historical contact information, in order to maintain first-touch source attribution.

Additionally, using a custom entity in Microsoft Dynamics, the third-party integration used to send leads from HubSpot to the CRM, did not allow for instant data transfer, but rather a cycle, which impacted consistent and timely load transfer.

Finally, neither Microsoft Dynamics or HubSpot included a one-to-many relationship which made lead duplication and source attribution a frequent issue.

The goal is not only to provide a more seamless data transfer between HubSpot and the new CRM, Yardi, but also ensure that first-touch attribution is kept between all systems, communities and prospect/contacts.

While competing with lead aggregators for the first touchpoint with a prospect, original source attribution, along with a one-to-many relationship between contact/influencer, is extremely important to the financial success of the digital marketing campaigns.

Yardi API

By using a newly built direct Yardi API integration with HubSpot, we created a bi-directional sync allowing data to be passed instantly when information is updated by either side, eliminating the need for a third-party integration tool. As leads share the HubSpot contact ID, no lead falloff occurs.

One-to-Many Relationship

Workflow Logic

Using the community ID numbers in the UTM Campaign parameters and form submissions as a unique community identifier, we created 165 different logic-based workflows to assign properties for each community the prospect/contact was interested in. Taking advantage of HubSpot’s branching logic, this allowed us to carry through community information for up to five communities at the initial roll-out.

Nurture

These community properties are then used to nurture contacts using the specific communities they are interested in, all while utilizing personalized dynamically populated content, to segment contacts by source and engagement for a personalized nurture experience, without managing hundreds of lead nurturing workflows.

Primary Community

The sync with Yardi is triggered based on a primary community being known. Through lifecycle stages and lead scoring within HubSpot, when a contact becomes “sales-ready”, a workflow is triggered which copies the “Community 1 ID” field to the “Primary Community” field which triggers the Yardi sync.

Additional communities

As a prospect/contact requests information about additional communities, they will flow through the community assignment workflows with branching logic to define that community as an “additional community” on the contact’s record. Within the API parameters, additional communities need to be comma delimited which required an additional workflow step to be built out using personalization tokens to comma delimit the values when they are known. Once a value is added, it will sync the contact’s information to that community in Yardi as well, provided the “primary community” is known. If a “primary community” is unknown, the sync will happen once the primary community becomes known.

First-Touch Source Attribution

In order to account for the one-to-many relationship now in effect, a true first touch source attribution had to be created. Historically, with each new submission, a new source (utm_source) was attributed. However, with this integration, a new workflow was created that upon contact creation, the “utm_source” field was copied into an “Original UTM Source” field that does not allow re-enrollment. This field is then used as the true first-touch attribution within both systems.

Contact Link Passed to Sales

While all communities use shared marketing inboxes and received notification emails of new contacts and new sales-ready contacts, issues still occurred with providing the relevant historical interactions of the contact to the sales teams. By using personalization tags, a workflow was developed to pass the contact link into the CRM to allow easy access to the contact by all sales members at any time.

Impact: Workflow logic for seamless data transfer​

Instant data integration between systems allowing for fields to be passed, whenever data is updated, in a bi-directional fashion.

• Nearly 17,000 automated property assignments/logic steps across nearly 300 workflows.
• Unqualified leads will remain in HubSpot to be nurtured, allowing sales to focus on only sales-ready leads.

True first touch source attribution carried through

• Regardless of the number of communities or if the contact is a prospect or a prospect contact, the original source will stay intact to allow for more accurate data to enable more strategic marketing decisions.

Easy sales access to prospect history from CRM

• Sales reps will now easily have all historical data on the contact including website and email engagements, page views, interests, and communities inquired about. The link to the information will be placed inside the contact’s record in the CRM to allow easy access between systems.

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