Project Overview

A real estate company had inherited a cluttered and disorganized CRM from a prior acquisition, resulting in inefficiencies across both sales and marketing. The system contained outdated and purchased contact lists, incorrect custom property setups, and ineffective segmentation. Without a dedicated CRM specialist, data had been mismanaged, leading to increased marketing costs, poor email health, and difficulty for the sales team in prioritizing leads.

The CRM had been misconfigured with redundant and incorrectly structured custom properties.

The marketing contact database contained a high number of outdated, unengaged, or irrelevant contacts, inflating subscription costs and damaging email deliverability.

The sales team struggled to find relevant contacts due to cluttered and inaccurate lead records.

Conducted a full CRM audit to identify incorrect property structures, redundant fields, and low-quality data.

Implemented workflows and custom properties to filter, segment, and export outdated, unengaged, and bad contacts for removal.

Optimized the marketing contact database, reducing unnecessary costs and improving email segmentation for more targeted campaigns.

Cleaned up the sales team’s database by refining lead assignment, updating contact statuses, and removing irrelevant records to help them focus on high-quality leads.

Established best practices for ongoing CRM hygiene to prevent future data clutter.

✅ Saved $4,700 annually by reducing the number of unnecessary marketing contacts. ✅ Improved email health by removing outdated and disengaged contacts, leading to higher deliverability and engagement rates. ✅ Enhanced segmentation for more precise targeting, improving email performance. ✅ Increased sales team efficiency by decluttering lead records, allowing them to focus on relevant opportunities.