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Parasol Projects Improves Sales Execution Efficiency by Eliminating Manual Follow-Ups Across 8,000+ Contacts

Real Estate/Property Management 11-50 Employees Sales Hub | Marketing Hub
Parasol Projects Improves Sales Execution Efficiency by Eliminating Manual Follow-Ups Across 8,000+ Contacts
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Background

Parasol Projects is a commercial real estate B2B platform in New York City; they manage complex relationships with property owners, retail partners, and brands, all while coordinating bookings, applications, and ongoing client communications.
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Problem

Parasol Projects had invested in HubSpot, but the platform wasn't delivering what they'd paid for. Not because HubSpot couldn't do the work, but because it hadn't been set up to do it right.

  • Every lead required manual follow-up: when someone inquired about a SoHo pop-up space or submitted a partnership application, nothing happened automatically. No welcome email, no application reminders, no booking confirmations. The team had to remember to send each one manually. With inquiries coming in for multiple locations, this meant deals falling through simply because someone forgot to follow up.

 

  • Their data needed structure: Their contacts lived across spreadsheets with inconsistent naming, missing company associations, and incomplete fields. Without proper structure, they couldn't answer basic questions like "Which lead source brings in our best customers?" or "Are our event leads converting better than website inquiries?"

 

  • Leadership couldn't see what was working: When executives asked, "What's our conversion rate from inquiry to booking?" or "Which locations perform best?" Someone had to spend hours manually compiling reports. By the time they had answers, the window to act had closed. There was no real-time visibility into what was driving revenue.

 

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Solution

We approached our client's situation as a system design problem, not a task list. Resolving individual problems wouldn't result in long-term improvement. The solution required building a foundation that could scale, then layering in automation and visibility that matched how their business actually works:

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HubSpot past imports screen showing bulk leads and contacts import from Salesforce with 66,241 new records, 7,755 updated records, and 19 errors
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HubSpot past imports screen showing bulk leads and contacts import from Salesforce with 66,241 new records, 7,755 updated records, and 19 errors
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Part 1: Clean Foundation & Smart Data Migration

  • Got their data house in order, imported and cleaned 8,000+ contacts with proper mapping and deduplication
  • Created proper company associations so they could see the complete history with each retail partner
  • Brought in existing deals with stage mapping to preserve pipeline context and historical performance
  • Set up product tracking to identify which space types (pop-ups, events, long-term) generated the most revenue
  • Configured GDPR compliance and email authentication (DKIM/SPF) to protect sender reputation and deliverability
  • Built the property structure needed for accurate segmentation, reporting, and automation triggers

Part 2: Marketing Automation And Nurturing

  • Built automation for their most critical customer interactions and created 10 custom forms for different inquiry types (pop-up spaces, events, partnerships)
  • Designed 9 targeted workflows that automatically nurture leads based on their interests, behavior, and stage
  • Built branded email templates that maintained visual identity across all automated communications
  • Set up subscription management so contacts could control what updates they received
  • Created custom templates for blog and landing pages that made it easy to publish new content without developer help
HubSpot workflow builder showing quarterly newsletter subscription management with contact enrollment filters, branch logic checking newsletter preferences, and automated subscribe/unsubscribe actions for Marketing Email communication type
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HubSpot workflow builder showing quarterly newsletter subscription management with contact enrollment filters, branch logic checking newsletter preferences, and automated subscribe/unsubscribe actions for Marketing Email communication type
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HubSpot deal pipeline configuration screen showing customizable deal stages with probability percentages including Confirm Dates and Price, Client Contract Out, Contract Signed, Invoice Out, Set Up Basecamp, and closed stages
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HubSpot deal pipeline configuration screen showing customizable deal stages with probability percentages including Confirm Dates and Price, Client Contract Out, Contract Signed, Invoice Out, Set Up Basecamp, and closed stages
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Part 3: Sales Pipeline & Performance Visibility

  • Structured their deal pipelines to match their actual sales process with clear stage definitions
  • Created automated deal creation based on specific triggers so leads never got lost between marketing and sales
  • Built dashboards with 22 essential reports across marketing and sales for real-time performance monitoring
  • Set up conversion tracking from initial form submission through closed deal, with attribution at every stage
  • Configured lead source tracking to see which channels delivered the highest-quality opportunities
  • Built location performance reports to identify top-performing properties and optimize resource allocation
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Results

  • Before: Parasol Projects was paying for HubSpot Professional but running their business through spreadsheets, manual follow-ups, and hours of data compilation each week.
    After: They're now running their entire revenue operation through HubSpot, with automated workflows handling repetitive work, real-time dashboards showing what's working, and leadership making confident decisions based on accurate data.

  • Financial Impact

    • Better lead source ROI visibility: Lead source tracking and conversion reporting now show which channels deliver the highest-quality opportunities, enabling confident marketing budget decisions based on actual performance data rather than assumptions.
    • Location performance insights for strategic investment: Real-time reporting on which properties drive the most bookings and revenue allows leadership to make informed decisions about resource allocation, partnership priorities, and market expansion.

     

  • Operational Impact

    • Freed team capacity from manual follow-up: Automated workflows eliminated hours of repetitive work each week; welcome emails, application reminders, booking confirmations, and nurture sequences now run without human intervention.
    • Improved process consistency: Standardized forms, workflows, and deal creation triggers meant every inquiry gets handled the same way, eliminating gaps where leads used to fall through due to forgotten follow-ups or inconsistent processes.

     

  • Strategic Impact

    • Scalable client management processes: Proper data structure, automated workflows, and clear pipeline stages created a foundation that can handle growth without requiring proportional increases in team size or manual effort.
    • Confidence in system accuracy: With clean data, structured properties, and reliable automation, the team shifted from questioning whether HubSpot was showing accurate information to confidently using it for daily operations and strategic planning.

 

Most companies we work with are in a similar spot. They've invested in HubSpot because they know it can deliver results, but they're not seeing those results yet. The gap between potential and performance usually isn't about the software; it's about having the right foundation and expert guidance to build on.

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