How ONEtoANOTHER is driving re-engagement through HubSpot

ONEtoANOTHER needed a strategic approach to re-engage existing leads who had remained unengaged for the past three months across their properties. Key pain points included a reliance on manual follow-ups, delayed processing times for appointments, and a lack of automated, brand-specific workflows to push prospects toward viewing properties. Furthermore, ONEtoANOTHER required a solution that would deliver better data insights to manage tactical campaigns and ultimately improve conversion rates and customer engagement.

Social Garden designed and deployed a comprehensive marketing automation managed service to support ONEtoANOTHER's retirement living projects. This included mapping out automated workflows, designing customised emails, and configuring targeted landing pages. The solution focused on removing manual follow-ups and streamlining the time it takes to secure private appointments, ensuring prospects received a connected and highly relevant user experience.

The engagement began with defining the master email template style and brand. Social Garden designed, developed, and deployed modular email templates and an autoresponder program tailored to capture immediate interest.

• Autoresponder Setup: Configured an immediate 'How can we help' autoresponder targeting high-intent web visitors (known contacts who had viewed the relevant ONEtoANOTHER websites at least three times in the past three months).
• Deliverables: Three brand-specific email templates (including UX design, rendering testing across different devices, and deployment into HubSpot) and a fully tested autoresponder automation setup featuring targeted triggers, actions, timers, and decision nodes.

Following the template development, Social Garden built comprehensive nurture journeys for each specific community to strategically re-engage dormant leads.

• Nurture Strategy & Automation Build:Configured one Welcome Nurture for The Marine and two Re-engagement Nurtures for The Granton and The Crescent. The re-engagement nurtures featured automated, multi-step workflows with a 4-part email sequence spaced out over several weeks. The strategy included dynamic entry criteria (e.g., no form submissions or email opens in over 90 days) and sophisticated exit logic (e.g., automatically removing a contact from the active workflow if they opened a marketing email, submitted a form, clicked a CTA, or reached a known deal stage).
• Deliverables: 15 customised emails (including copy, design, and development), 3 landing pages integrated with HubSpot CRM forms (The Granton, The Crescent, and a unified confirmation page), and fully tested workflows with comprehensive one-month post-go-live monitoring.

Delivered a comprehensive set of marketing automation outputs from the technical setup, including:

• Brand-Specific Templates: Developed email templates and corresponding autoresponder workflows tailored to distinct brand identities.
• Targeted Nurture Campaigns: Established a Welcome Nurture for The Marine alongside Re-engagement Nurtures for The Granton and The Crescent.
• Tailored Email Content: Produced fully customised nurture emails featuring brand-specific copy, design, and content.
• Lead Capture Landing Pages: Built landing pages integrated with CRM forms (covering The Granton, The Crescent, and confirmation steps) to capture property queries and site visits.
• Behavioral Workflows: Implemented automated entry and exit workflows designed to seamlessly capture high-intent visitors and filter out successfully re-engaged leads.

• Replaced manual follow-ups with automated, multi-step nurture sequences tailored to unengaged leads.
• Streamlined the processing time required to secure private appointments, providing a more connected and seamless user experience.
• Ensured consistent brand representation and lifestyle messaging across all communications for The Granton and The Crescent.

• Established a foundation for improved conversion rates through strategic nurturing designed to push prospects toward their next call to action.
• Enhanced overall campaign visibility with improved data and reporting capabilities, backed by a one-month post-go-live monitoring period.