The Challenge
The client’s existing process for handling new leads and clients was heavily manual and fragmented. Leads coming from external partner websites (such as housing portals) had to be exported and imported via spreadsheets, consuming staff time and risking data delays or errors. This kind of scenario is common – sales reps can end up “drowning in spreadsheets” and spending up to 70% of their time on administrative tasks instead of selling. In Censeo’s case, important customer data was siloed outside the CRM until someone uploaded it, which slowed down response times and follow-ups.
Another challenge was the lack of tailored communication journeys for different types of prospects. The client serves a range of customers from “researchers” just starting to browse, to “transactors” ready to apply for a mortgage. However, before automation, all leads were funneled through the same manual process. Those who passed the client’s online assessment portal (indicating they qualified for a mortgage) received the same level of follow-up as those who did not qualify or were not ready. This one-size-fits-all approach meant some customers fell through the cracks – as seen in similar cases, manual and inconsistent processes can make customers feel like they are “falling between gaps” in the journey. Prospective home buyers who weren’t immediately ready to proceed had no nurturing pipeline to keep them engaged, while those ready to move forward weren’t being fast-tracked efficiently.
There was also had an underutilized revenue stream in its Checkmyfile referral program. Checkmyfile is a credit report service that partners with brokers to provide clients their credit score and report, paying a commission for each referral who signs up. Censeo would suggest clients obtain their credit report (an important step in mortgage readiness) via a partner link, but this was not prominently integrated into their process. Referral earnings were around £1,500 per month, indicating the opportunity to better promote this tool. Finally, Censeo’s internal case management and mortgage protection pipelines needed optimization. Without a structured CRM pipeline and task automation, staff had to manually track progress, send status emails, and set reminders. This administrative load limited the team’s capacity to handle more clients. We needed a way to automate these workflows to reduce manual work and ensure no client was neglected.
The Solution
Stonehouse Communications addressed the client’s challenges by updating the existing HubSpot CRM and automation solution, essentially building an end-to-end automated customer journey. The approach covered lead capture, client communications, referral integration, and pipeline management. All solutions were crafted in close collaboration with the client’s team to ensure they fit the business model and compliance needs.
Integration of Lead Capture: One of the first steps was connecting the client’s external lead generation sources directly into HubSpot. We embedded a HubSpot form on the external website where new housing applicants register interest, so that leads flow in real-time into HubSpot CRM. This eliminated the old “download and upload spreadsheet” routine. As soon as a potential client submits their details on a partner site, the data is now captured live in HubSpot and triggers the appropriate workflow. This created a new acquisition channel through HubSpot’s form builder – effectively automating data entry and ensuring immediate engagement. By unifying these data streams, we gained a single customer view and avoided delays. Such integration is critical, as a unified CRM that automates data capture can save hours of admin work and allow the team to focus on selling and service. In this case, the sales advisors could now respond to new inquiries faster, since every lead was instantly visible in the system with no manual import needed.
Automated Workflows & Customer Journeys: Next, Stonehouse designed a series of automated workflows in HubSpot to guide prospects through the mortgage journey based on their status. We recognized that different categories of leads required different touchpoints. For those who completed the assessment portal and “passed” (i.e. were qualified to proceed), an immediate workflow now assigns a task for a mortgage advisor to contact them within 24 hours and sends a personalized email congratulating them and outlining next steps. These qualified leads are entered into a Mortgage Application Pipeline with clearly defined stages (e.g. Document Submission, Underwriting, Offer Received), and automated status updates are sent as they progress. For leads who do not pass the assessment (for example, if the affordability criteria aren’t met), a separate workflow sends a polite email explaining the outcome and, importantly, offers guidance for next steps – this might include information on improving their finances or alternative housing options. If appropriate, the system can also re-refer these unqualified applicants to partner housing agencies or save their details for a future follow-up in a few months. This ensures even prospects who can’t proceed immediately are not simply lost.
We also built nurturing workflows for other scenarios, such as applicants who started but did not complete the assessment, flagging the team to follow up and assist. In total, this HubSpot instance now contains multiple personalized journey pathways depending on customer data and behaviours. By segmenting communications in this way, we can deliver the right message to the right person at the right time. For example, a first-time buyer who is just browsing will receive a series of educational emails over time, whereas someone ready to buy now will get prompt scheduling of an advisor call. This kind of tailored nurturing is proven to keep prospects engaged and moving forward. We expected and began to observe an engagement uplift up to 50% once these workflows went live.
Email Marketing “Carousels”: A key part of the new workflows was developing email marketing sequences (described by the clent team as “carousels”) for ongoing lead nurturing. Stonehouse created two main automated email series – one for “Not Ready Yet” leads and one for “Ready Now” leads – in addition to emails triggered by the assessment outcomes. For not-ready prospects (for instance, someone who downloads a guide or joins the mailing list but isn’t applying), we set up a generic yet informative email campaign that provides valuable content on a regular basis. These emails include tips on preparing for homeownership, explanations of the buying process, credit improvement advice, and success stories. The goal is to keep the brand in front of these leads and gradually build trust until they feel ready to proceed. It’s essentially a lead nurturing drip campaign, and it runs automatically once a contact is categorized as “Not Ready.” On the other hand, ready-now applicants – such as those who passed the affordability assessment or explicitly indicated they want a mortgage – enter a higher-touch sequence. They receive timely emails that help them through the mortgage application steps (for example, document checklists, what to expect next, how they will be assisted) and calls-to-action to schedule their appointment or complete their full application. The tone and frequency of communications are tailored to their urgency. By differentiating content for these two groups, we can avoid under-communicating with eager buyers or overwhelming tentative prospects with too direct a sales pitch. All content was crafted or templated by Stonehouse in the clent's brand voice, and it is delivered through HubSpot’s Marketing Hub. Early metrics showed significantly higher email open and click rates compared to the old one-size-fits-all newsletter. (In broader experience, when Stonehouse implemented similar email segmentation for another client, weekly email engagement skyrocketed by 400% – highlighting the power of relevant content.) We anticipate improved conversion over time as nurtured leads become ready to get in touch when the time is right, instead of dropping off.
Checkmyfile Referral Integration: Stonehouse saw an opportunity to both enhance the service to clients and boost a passive income stream by fully integrating the Checkmyfile credit report referral into the customer journey. Checking one’s credit report is a crucial step for mortgage applicants, but the process was made seamless through automation. We embedded the unique Checkmyfile referral link at strategic points: on the website (as a prominent “Get your credit report” call-to-action) and within the automated emails that go to new leads. For instance, right in the assessment portal instructions, users are prompted: “We also suggest that you get a copy of your credit report” via the provided link. This way, every potential client is gently guided to complete this step. The integration meant that when a client clicks that link and signs up for the credit report trial, the client automatically earns a commission. Checkmyfile’s program pays partners for each successful sign-up, and it delivers value to clients by giving them a comprehensive three-agency credit report to understand their financial position. By automating these referrals (for example, including the link in a follow-up email if someone hasn’t done it, or in the “not ready” nurture series to encourage credit improvement), this dramatically increased the uptake. Within about three months of implementation, the referral revenue from Checkmyfile jumped from roughly £1,500 per month to £6,000 per month – a 300% increase. This four-fold rise in monthly passive income was achieved with minimal effort, simply by making the referral option highly visible and convenient for customers. It’s a clear win-win: clients become more informed about their credit, and the client gains additional revenue that can offset operational costs.
Pipeline Reorganization and Task Automation: To address the internal workflow inefficiencies, Stonehouse reworked elements of the case management and mortgage protection pipelines within HubSpot CRM. We began by mapping out the ideal stages of a mortgage case – from initial lead, to qualified lead (assessment passed), to application submitted, to approval, to completion, and post-completion follow-up. The existing pipeline was cleaned up and standardized so that every deal’s status is clear at a glance. Similarly, for mortgage protection (insurance products often sold alongside mortgages), a parallel pipeline was set up to track those opportunities. Once the pipelines were structured, we layered on automation and task triggers. For example, when an assessment is marked as passed and a deal is created in the Mortgage pipeline, the system automatically assigns that deal to an available mortgage advisor and creates a task: “Contact client to discuss mortgage options,”. If a deal moves to “Mortgage Submitted,” an automatic email template can be sent to the client saying “Your application has been submitted, here’s what’s next,” reducing the need for advisors to write repetitive emails. We also automated internal hand-offs – if a case had been idle in one stage for too long, a reminder task pings the team to take action so nothing stalls. Many previously manual touchpoints (phone call reminders, document request emails, status updates) are now handled by HubSpot workflows. This automation of sales processes directly reduces administrative workloads for staff. In one notable improvement, we found that tasks like preparing update emails that used to take an administrator several hours a week are now sent out automatically, saving those hours entirely. By cutting down on these low-value tasks, advisors and support staff can redirect time toward speaking with clients and closing deals. Industry case studies show that unifying data and automating workflows can reduce manual effort by as much as 87% in some processes, and while these needs were smaller in scale, the impact was certainly felt by the team. They reported a significant drop in routine data entry and status-checking emails. Having an organized pipeline with real-time updates gave management better visibility into operations – they could instantly see how many leads were in each stage, conversion rates, and where bottlenecks might be.
Phased Implementation Timeline
Stonehouse executed this project in phased milestones over the course of a year to ensure smooth adoption and measurable progress:
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Phase 1 (Months 0–3): Quick Wins and Integrations. In the first three months, we focused on setting up foundational integrations and capturing “low-hanging fruit” improvements. The HubSpot CRM was configured and the external lead-gen website form was embedded and connected, immediately stopping the need for spreadsheet imports. We also launched the initial automated email content – the nurture campaigns for not-ready leads and the basic workflow for qualified leads from the assessment portal. Additionally, the Checkmyfile referral link was deployed on the website and in initial emails. By the end of this phase, we were already seeing benefits: real-time lead flow into the CRM, and a spike in credit report sign-ups. The Checkmyfile income boost to £6,000/month occurred at this early stage, effectively paying for a large part of the project’s cost within quarter one.
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Phase 2 (Months 3–6): Full Workflow Implementation. The next three months were dedicated to building out the comprehensive automation pathways and refining the process based on Phase 1 feedback. Stonehouse developed the full suite of workflows covering every outcome of the customer journey (pass, fail, incomplete, etc.), and thoroughly tested each for accuracy. The case management pipelines were overhauled in this period as well. We also implemented the task automation rules and templates for client communications at each stage. By month 6, the main project was completed – We had a fully functional automated system: leads from all sources were entering HubSpot, being nurtured appropriately, and converting into deals in a streamlined pipeline. At this milestone, the difference was palpable – what used to be manual and reactionary was now proactive and automated.
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Phase 3 (Months 6–12): Marketing Campaigns and Ongoing Optimization. With the core CRM and automation in place, the latter half of the year shifted toward driving growth and continuous improvement. Stonehouse assisted in launching new marketing campaigns to capitalize on their improved lead management. This included targeted email marketing to various segments of the database (for example, re-engagement campaigns for old leads who had gone cold, and cross-sell campaigns for existing mortgage clients to consider protection insurance or remortgaging opportunities). Because all customer data was now unified in HubSpot, these campaigns could be highly personalized and segmented, increasing their effectiveness. We also leveraged HubSpot’s analytics to monitor the performance of the workflows and emails – making tweaks such as adjusting email send times, refining the email content, and adding new workflow branches if we identified a gap. Stonehouse provided ongoing support and development, acting almost as an extension of the team to continuously refine the system. By month 12, the partnership had transitioned into a steady-state rhythm where the team managed day-to-day operations in HubSpot, and Stonehouse provided strategic guidance, advanced customization, and campaign support as needed. The marketing efforts were yielding fruit: for instance, we experienced increased lead engagement and an uptick in conversion rates from lead to mortgage application, thanks to the timely and relevant touchpoints set up throughout the customer journey.
In just 6–12 months, Stonehouse Communications’ work with Censeo Financial delivered significant operational improvements
The Results
In just six months, lead handling became fully automated and customer engagement significantly improved. Within a year:
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Referral revenue increased 4× through Checkmyfile integration.
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Admin workload reduced, allowing staff to focus on client relationships.
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Email engagement rose, with personalized journeys increasing response rates.
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Lead response time dropped to zero, as new inquiries entered workflows live.
The client now has a scalable, efficient system that supports continuous marketing campaigns and business growth. The partnership with Stonehouse meant that we refined workflows, developed new campaigns, and ensured that digital operations remained ahead of the curve.
