Designed a lead routing and sales engagement stack across HubSpot and Salesforce for Real's Growth Team. Dual-pipeline attribution for agent recruiting and brokerage transactions, TCPA-compliant SMS workflows, and cadence assignment automation that runs without manual triage.
Real Brokerage is a high-growth real estate technology company with a unique challenge: they're running two businesses simultaneously.
Business 1: Agent Recruiting
Real recruits real estate agents to join their brokerage. This is a high-velocity sales motion—thousands of leads, fast follow-up, lots of nurturing.
Business 2: Real Estate Transactions
Once agents join, Real supports their transactions. Different sales cycle, different stakeholders, different metrics.
Both businesses were running through the same systems, with the same processes, creating constant confusion:
The Growth team was drowning in manual triage.
Real was already invested in both HubSpot (marketing) and Salesforce (sales). Ripping out either wasn't an option. The solution had to:
Dual-Pipeline Design
I created two completely separate pipeline tracks:
Agent Recruiting Pipeline
Transaction Pipeline
The key insight: these aren't two segments of one pipeline. They're two different businesses that happen to share infrastructure. Treating them as separate tracks eliminated the constant confusion.
Intelligent Routing (Salesforce Flow)
When a lead enters the system, Flow evaluates:
The lead gets routed to the right pipeline, right owner, right cadence—automatically. No manual triage queue.
TCPA Compliance Layer
SMS is critical for Real's recruiting motion, but TCPA violations are expensive. I built a compliance layer:
The reps can focus on selling. The system handles compliance.
Sales Engagement Cadences
Each pipeline got its own cadence library:
Recruiting cadences:
Transaction cadences:
Cadences auto-assign based on pipeline and stage. Reps don't choose sequences—the system matches the right sequence to the right situation.
Cross-Platform Sync
HubSpot handles marketing automation. Salesforce handles sales execution. They need to stay in sync.
I built bi-directional sync rules:
The sync runs in near-real-time. Marketing sees sales activity. Sales sees marketing engagement. No more "I didn't know they downloaded that whitepaper."
Zero Manual Triage
Leads route automatically to the right pipeline, right rep, right cadence. The triage queue that used to consume hours daily is empty.
Clean Attribution
Every dollar of revenue ties back to the right source. Recruiting ROI and transaction ROI are measured separately, as they should be.
TCPA Compliance
Zero violations since implementation. The compliance layer handles edge cases that reps would inevitably miss.
Faster Speed-to-Lead
Average first response time dropped from hours to minutes. Automated cadence enrollment means no lead sits waiting for a rep to "get to it."
Treating pipelines as separate businesses
The instinct is to build one flexible pipeline that handles everything. That instinct is wrong. Separate pipelines with separate rules eliminated ambiguity.
Automation over assignment rules
Assignment rules are too rigid. Flow-based routing let us build intelligent logic that adapts to real-world complexity.
Compliance by design
Bolting compliance onto an existing process never works. Building compliance into the architecture made it invisible to users and foolproof in execution.
More sophisticated lead scoring
The current routing is rule-based. A lead scoring model would enable prioritization within the routing logic—highest-potential leads get the best reps.
Unified reporting layer
Reports currently live in both HubSpot and Salesforce. A unified BI layer would make cross-platform analysis easier.
Self-service cadence creation
Currently, new cadences require admin setup. A self-service builder with guardrails would let the team iterate faster.
When you're running multiple businesses through shared infrastructure, clarity is everything.
The mess wasn't a technology problem. It was a design problem. Two businesses were pretending to be one, and the systems reflected that confusion.
Clean separation—separate pipelines, separate routing, separate metrics—made everything simpler. Not just for ops, but for the reps living in the system every day.
Sometimes the best automation is the automation that makes the chaos legible.