Campaigns

From referrals to repeatable revenue

Vuabl

Proptech analytics for property professionals — HubSpot built from scratch, a conversion-ready site, three-tier inbound, nurture that turned cold sign-ups into meetings, then a data-led pivot toward surveyors and a daily outbound machine feeding enterprise pipeline across the UK and North America.

Client
Vuabl
Industry
Proptech · UK & North America
Year
2026
Services
HubSpot CRM — deployment, pipelines, attribution, New vuabl.io — speed, positioning, legacy coexistence, Inbound journeys (waitlist, pricing enquiry, demo booking), Four-step nurture and waitlist-to-meeting motion, EPC-based prospect data and outbound at scale, ICP pivot from estate agents to surveyors — execution

The client

Vuabl builds analytics software for property professionals. Early traction came from founders’ networks — real customers and domain credibility — without the systems needed to compound demand.

After pipeline data surfaced a stronger fit, activity shifted from estate agents to surveyors and appraisers — same product framing, materially higher throughput per relationship.

Where the business was

  • ~0
    CRM contacts with pipeline context Pre-engagement
  • 100%
    Revenue from referrals or direct outreach No predictable inbound
  • Slow
    Legacy site performance Losing buyers on load
  • 1 ICP
    Estate agents — before data said otherwise Pre-pivot
Starting point, twenty months before close of this period.

What we built together

Build sequence — 20 months

  1. HubSpot from zero

    Month 1–2

    History loaded, communications linked for logging, pipeline stages aligned with how Vuabl actually sells. Behaviour visible rather than improvised. No guessing who's in what stage.

  2. New vuabl.io

    Month 1–3

    Sharp product story, deliberate CTAs, performance that didn't punish serious buyers — with the legacy experience kept viable for current clients running on it.

  3. Three inbound paths

    Month 2–4

    Waitlist for early curiosity, pricing requests routing to tailored follow-up, and book-a-demo for buyers ready now. Each path had a different job and a different next step.

  4. Four-step nurture sequence

    Month 3–6

    From orientation through proof points and outcomes, finishing with an opt-back-in invite. Kept pipeline warm without manual effort. 17% of waitlist sign-ups converted to booked meetings.

  5. ICP pivot — estate agents → surveyors

    Month 8–12

    HubSpot data made the pattern undeniable: comparable product and pricing, substantially more volume per account among surveyors. Repositioned proposition, messaging, and focus.

  6. Outbound at scale

    Month 10–20

    EPC government records as factual inputs, normalised HubSpot ingestion, ~150 templated daily messages to validated contacts, SDR handoff tuned to reply quality.

Inbound funnel performance

  • Waitlist sign-ups Cold inbound
    100%
  • Opened nurture sequence
    68%
  • Clicked through to product
    34%
  • Booked a meeting vs ~3–5% industry avg
    17%
Waitlist-to-meeting conversion funnel. Industry benchmark for cold nurture to meeting is typically 3–5%.

Revenue trajectory

Before 1× Revenue base at engagement start Referral-only, unpredictable
After 4× Revenue at 20 months Three standing pipeline motions
Four times the revenue across twenty months — demand-led, outbound-led, and institutional pipeline running in parallel.

Pipeline built

UK inbound pipeline

£89,000 in attributable opportunity built from a standing start. Inbound grew from zero structured capture to a working three-path funnel with nurture behind it.

North America enterprise pipeline

£100,000+ in motion — major names in underwriting and valuations as material contracts matured through pricing and diligence.

The pivot the data commanded

Inside HubSpot, the pattern became hard to argue with: comparable product and pricing pointed at substantially more volume per account among surveyors and appraisers versus the original segment.

Treating that signal as directional — rather than hedging the original ICP — was the decision that unlocked the North America pipeline. Repositioning proposition, messaging, and focus without pretending that segment or geography shift is painless.

Where it landed

Twenty months later: four times the revenue, three standing pipeline motions, enterprise names in pricing and diligence overseas, and a narrative leadership could explain internally — fewer guesses, more repeatable motion.

Download the full case overview (PDF)

The results

  • 4× Revenue growth in twenty months
  • 17% Waitlist conversions that booked a meeting
  • £89K Inbound pipeline built starting from zero
  • £100K+ North America enterprise pipeline in motion

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