How We Migrated Traders in Purple to Salesforce: Scaling Campaign Production & Sales Impact

Marketing AutomationPropertyCRM
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logo Client Overview

Traders in Purple is a national property developer with 20+ years of experience delivering residential projects across Australia.

Customer Type: B2C

Region: Australia

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5% CTR & 10% CTO

on email campaigns — nearly double industry benchmarks (2.06% CTR, 5.54% CTO)

60%

of Salesforce Marketing Cloud email sends are tied to influenced opportunities

80%+

reduction in manual campaign preparation time through advanced automation

THE CHALLENGE:
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Traders in Purple’s legacy CRM, PropertyShell, couldn’t keep up with their growing portfolio. Campaigns were slow to launch, lead data was fragmented, and sales teams lacked the tools to manage opportunities efficiently.

They needed a scalable platform that unified sales and marketing, automated processes, and improved lead handling across multiple developments.
OUR IMPLEMENTATION PROCESS
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We delivered a full Salesforce Sales Cloud and Marketing Cloud implementation in four key phases:

1. Discovery & Planning

We ran stakeholder workshops to understand their sales process, project structure, and data challenges. Key outcomes included:
  • Customised CRM and marketing architecture
  • Clear campaign and lifecycle mapping (Lead → Purchaser)
  • Defined rules for data handling, automation, and segmentation

2. Technical Setup & Delivery

Sales Cloud Setup
  • Built a custom lead and opportunity model for project-based sales
  • Automated lead assignment (Round Robin) and Person Account creation
  • Created lead-to-opportunity flows for better data handover
  • Added new statuses (e.g. “Attended Appointment”, “Deposited”)
  • Applied validation rules and field naming standards

Marketing Cloud Setup
  • Enabled real-time sync with Sales Cloud via Synchronized Data Extensions
  • Built dynamic segments for Sales Leads, Community Leads, Purchasers
  • Automated campaign triggers based on CRM activity
  • Delivered 9 mobile-optimised email templates across active developments (NSW, QLD, TAS)
  • Migrated and rebuilt email assets for better performance and compatibility

Project Integrations
  • Integrated Lighthouse and Rivera project data into Salesforce
  • Enabled automated lead capture and CRM entry
  • Connected workflows to reduce time-to-response for enquiries

3. QA & Testing

  • Validated lead flows, data syncs, and automation logic
  • Tested email templates across devices and clients
  • Ensured deposit rules and segmentation worked as expected
  • Completed UAT with sales and marketing teams

4. Final Delivery & Impact

With the platform live, Traders in Purple saw immediate improvements:
  • 80%+ reduction in campaign production time
  • 5% CTR & 10% CTO — nearly 2x industry benchmarks
  • 60% of email sends linked to influenced opportunities
  • Sales and marketing teams aligned on one platform
  • Improved speed, accuracy, and visibility across the funnel

ONGOING ENHANCEMENTS
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We continued to support Traders in Purple post implementation with:
  • Deposit logic updates for promotions
  • Automated reports and dashboards
  • Deposit logic updates for promotions

THE RESULTS
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A scalable, automated Salesforce setup that enables Traders in Purple to launch faster, engage more effectively, and manage sales across projects with confidence.
STAFF TESTIMONIAL:
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"By migrating Traders in Purple from PropertyShell to Salesforce, we delivered not just a new system, but a scalable, integrated foundation for sales and marketing. The ongoing enhancements and project-specific integrations have empowered their teams to engage more effectively and move faster — all while keeping the prospect experience at the centre."

— Katja Becher, Senior Account Manager

Our Work

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