Six-month transformation unifies data, sales, onboarding and reporting across more than 132,000 contacts and 79,000 companies
-- Revenue operations consultancy CRM Magnetics has completed a large-scale HubSpot transformation for Rent Butter, a PropTech company providing tenant screening and identity and financial verification solutions to residential property managers.
The six-month engagement replaced fragmented CRM processes with an integrated Revenue Operations system spanning data management, sales operations, customer onboarding and performance reporting.
Since the engagement began in November 2025, Rent Butter has recorded a 149% increase in monthly closed revenue from January to May 2026. The company also increased the number of demos set by 69% from the first to the second quarter of 2026, while its tracked demo conversion rate rose from 61% at launch to 82.5% in Q2.
The project illustrates how a growing B2B company can transform HubSpot from a passive database into an operating system that actively supports revenue-generating teams.
Addressing CRM fragmentation during rapid growth
As Rent Butter expanded, its operational requirements began to exceed the capabilities of its existing processes. Marketing, sales and leadership were using HubSpot for different purposes, but shared definitions and connected workflows had not been established across the organisation.
Lifecycle stages were applied inconsistently, scoring models did not reliably identify valuable prospects and hundreds of inactive deals remained open. Important follow-up information was also distributed across personal notes, external conversations and separate processes.
This made it difficult for teams to identify qualified leads, understand the true condition of the sales pipeline or track what happened after a contract was signed.
CRM Magnetics began the transformation by rebuilding the underlying data and lifecycle architecture before introducing new automation and reporting.
The resulting system now manages more than 132,000 contact records and 79,000 company records through dynamically maintained lifecycle stages and standardised data properties.
Creating a reliable CRM data foundation
CRM Magnetics documented and redefined Rent Butter’s company- and contact-level lifecycle stages. Automation now updates these stages according to deal activity, form submissions and scoring thresholds, reducing reliance on manual record changes.
Two separate lead-scoring models were also developed.
The first measures prospect fit using criteria such as industry, company size, property type, asset class and job title. The second evaluates engagement signals including form submissions, email activity and website visits. Both use a standardised 0-to-50 scale, while engagement scores decay quarterly to prevent inactive contacts from retaining inflated ratings.
A new Lead Resolution property gives sales representatives a structured way to classify each lead. Selecting an outcome can automatically create a deal, schedule future follow-up, return a prospect to marketing nurture or permanently unsubscribe the contact.
The implementation also reorganised properties across contacts, companies and deals. Account records now display important information such as property management software, asset type, door count, projected recurring revenue and the most advanced associated sales and onboarding stages.
Standardising the sales process
Rent Butter’s sales team had previously lacked a consistent method for recording demo outcomes or enforcing qualification requirements at each deal stage.
CRM Magnetics established formal entry criteria for key stages and built workflows to apply them consistently. Deals can now advance only after defined actions or qualification conditions have been completed.
For example, progression to Demo Follow-Up requires confirmation that the buying timeline has been defined, the buying authority has been identified and the next meeting has been scheduled. The Contracting stage similarly requires verbal commitment, an agreed configuration scope and identification of the contract signer.
The team also introduced five demo statuses: Scheduled, Completed, No Show, Rescheduled and Canceled. Historical information was added to establish a baseline, allowing Rent Butter to measure demo performance consistently for the first time.
The tracked demo conversion rate subsequently increased from 61% at the beginning of the measurement period to 82.5% in Q2 2026. Demo volume rose by 69% between Q1 and Q2, with May producing the highest monthly volume recorded during the period.
Contract intake was also moved into HubSpot. The new process captures billing information, applies association labels and connects the information required for PandaDoc documents within the same operating environment.
The complete Building a HubSpot RevOps case study explains how the sales, data, onboarding and reporting systems were developed.
Automating the post-sale customer journey
The transformation extended beyond lead generation and sales.
CRM Magnetics created 13 live workflows to manage credentialing and onboarding after a customer signs a contract. Moving a sales deal to Contract Signed now creates separate credentialing and onboarding deals, connects them to the original opportunity and begins the required follow-up sequence.
When credentialing is completed, the system closes the credentialing deal, sends a welcome email and advances the onboarding record. Dormant clients are also identified automatically, enabling the team to distinguish between signed customers and those who have completed the full activation process.
Rent Butter’s onboarding journey includes four calls covering kickoff, configuration, training and office hours. Meeting-link keywords now update the relevant deal stages automatically when these sessions are booked.
The company can currently track an onboarding deal conversion rate of 86.7% in real time. It can also measure average completion times, providing operational benchmarks that were not previously available.
CRM Magnetics additionally built Rent Butter’s first Net Promoter Score infrastructure. The system automates survey delivery, records customer sentiment at the contact level and reports response trends through a live dashboard.
Replacing fragmented reports with operational visibility
Once the data and workflow foundations were established, CRM Magnetics developed six dashboards covering contacts, companies, deals, tasks, onboarding and NPS.
These dashboards provide leadership with a shared view of pipeline value, conversion performance, business-development attribution, customer onboarding and task completion.
The system also monitors account-level progress and identifies stagnant deals. Opportunities without forward movement for six months trigger notifications and appear on the relevant dashboard for review.
Rather than measuring only top-level activity, Rent Butter can now examine stage-by-stage performance, identify operational bottlenecks and assess pipeline health using standardised data.
The project has given the company a single source of truth across marketing, sales and customer operations, while reducing the manual administration required to keep its CRM accurate.
About CRM Magnetics
CRM Magnetics is a Revenue Operations consultancy specialising in HubSpot architecture, automation, data management, sales operations and reporting. The company helps growing B2B organisations create connected CRM systems that improve operational visibility, standardise customer journeys and reduce administrative friction.
About Rent Butter
Rent Butter is a PropTech company providing tenant screening and identity and financial verification solutions for residential property managers. Its platform helps property-management teams evaluate prospective tenants and support informed leasing decisions.
Contact Info:
Name: Benji
Email: Send Email
Organization: CRM Magnetics
Website: https://crmmagnetics.com/
Release ID: 89204018
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