How Lincoln Place Optimised Marketing Automation for Retired Living

Marketing AutomationPropertyCRM
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logo Client Overview

Lincoln Place is an Australian operator of land-lease lifestyle communities for people aged over 50. The company provides low-maintenance homes and vibrant, socially connected communities, allowing residents to downsize without compromising lifestyle or financial freedom. Lincoln Place focuses on improving customer engagement and operational efficiency by centralising lead data, automating marketing communications, and streamlining the sales process through HubSpot and Salesforce integration.

Customer Type: B2C

Region: Australia

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3.8% CR

& 18.04% CTOR on email campaigns — nearly double industry benchmarks (2.06% CTR, 5.54% CTO)

340+

marketing and sales qualified leads influenced

$12M+

opportunity pipeline influenced since the campaign launch in March 2025

THE CHALLENGE:
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Lincoln Place sought Marketing Automation advisory, consultation, and managed services to improve lead qualification and nurturing. The company aimed to reduce reliance on high lead volumes and instead focus on quality leads that convert to appointments. Leads were coming from multiple sources, with inconsistent follow-ups and limited automation, resulting in lower-quality leads and higher disqualification rates.

The company needed a staged and iterative marketing automation strategy to improve lead quality, streamline processes, and align marketing and sales teams. Achieving this required incremental change, testing, and optimisation, rather than expecting overnight results. Key pain points included:
  • Disparate lead sources and inconsistent contact data
  • Lack of structured automation for nurturing long-decision-cycle leads
  • Misalignment between marketing and sales teams
  • Limited visibility into campaign performance and lead engagement
SOLUTION
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Social Garden helped develop a strategic, staged Marketing Automation and CRM solution to optimise Lincoln Place’s lead management processes across HubSpot and Salesforce.

Guiding Principles:

  • Focus on quality over quantity for leads
  • Implement real-time reporting to keep teams informed of campaign performance
  • Adopt a test → learn → scale approach for campaigns and messaging
  • Deliver iterative improvements rather than expecting immediate full-scale change

Phase 1 – Advisory & Core Implementation:

  • Assessment of existing lead processes, workflows, and data flows
  • Customer journey maps and re-engagement campaigns tailored to over-50s prospects
  • Consolidation of contacts and leads into a clean, structured HubSpot database
  • Salesforce integration for accurate, two-way syncing of leads and contacts

Phase 2 – Advanced Nurturing & Optimisation:

  • Development of email templates, autoresponders, and basic nurture sequences
  • Re-engagement campaigns tailored to over-50s prospects, informed by behavioural and lifecycle insights
  • Landing pages with integrated lead capture forms and validation logic
  • Reporting dashboards to monitor lead quality, engagement, and disqualification rates

Deliverables:

  • HubSpot database setup and contact segmentation
  • Email templates and automated autoresponders
  • Salesforce integration with two-way syncing and email handling logic
  • Landing pages optimised for lead capture
  • Customer journey maps and nurture sequences
  • Campaign performance dashboards and analytics
KEY PROJECT OUTCOMES
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Improved User Experience:
Prospects now enjoy a smoother journey aligned to Lincoln Place’s services, with tailored communications and clear touchpoints.

Solution Powered by Workflow and Automation:
Integrated data mapping and customer journeys are powered by automated workflows, eliminating manual processes and reducing human error.

Improved Conversion Rates:
Profiling prospects has enhanced data quality, leading to higher lead conversion and more consistent pipeline generation.

Reduced Processing Times:
Optimised workflows have streamlined the time to appointment, delivering a connected and efficient prospect experience.

Improved Insights:
Enhanced reporting and analytics provide better visibility for managing tactical campaigns and understanding prospect behaviour, enabling data-driven decisions.
CLIENT TESTIMONIAL:
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“Social Garden were a pleasure to work with! They were responsive, flexible, adaptable, knowledgeable and most importantly - kind. They met us where we were at and took the time to ensure our specific needs were met, not just in implementing HubSpot but in making sure we knew how to use it. Would highly recommend!”

STAFF TESTIMONIAL:
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“Before implementation, the focus on customer journey mapping and strategic guidance ensured HubSpot was configured around how prospects actually move through the decision-making process. Leveraging deep expertise across both HubSpot and Salesforce, the teams were seamlessly connected to create a single, reliable view of lead and customer data. This foundation enabled marketing automation to be implemented with confidence, driving stronger engagement, clearer pipeline visibility, and measurable revenue influence.”


Sam Gossage
Head of Marketing Automation

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