Todd Devine Homes

team-update

From Spreadsheet Chaos to a Fully Automated Sales Ecosystem

About Todd Devine Homes | The Client

Todd Devine Homes is a leading Australian builder specialising in high-quality transportable homes, cabins, and granny flats. They have built a strong reputation for quality transportable homes.

On the surface, Todd Devine Homes looked modern. Behind the scenes, their systems were struggling to keep up with growth. They were trapped in a legacy administrative web that threatened to stall their success.

The Challenge | Where were the friction areas in Todd Devine Homes' processes?

Despite their market success, the sales team was fighting a daily battle against administration. The challenge wasn’t the market, instead, it was manual sales and marketing processes.

The team was bogged down managing disconnected spreadsheets instead of doing what they do best: selling.
image1

At the centre of the problem was what the team called “The Spreadsheet Wall.”

Sales and marketing lived across:

  • Excel spreadsheets
  • Emails
  • Personal messages

With no central system:

  • Visibility was limited
  • Follow-ups were inconsistent
  • Valuable leads slipped through the cracks.

Key Main Points

1. No Lead Clarity:

The team couldn’t easily tell the difference between early-stage enquiries and high-value prospects. This meant the sales team often spent their energy on the wrong leads, chasing prospects not ready to buy while missing hot opportunities.

2. Manual Quoting Bottlenecks:

Quotes were generated through a slow, manual process. Clients were left waiting, and the team struggled to track which quotes had been sent, viewed, or required follow-up. As a result, they missed hot opportunities while spending time on leads with lower conversion likelihood.

3. Communication Silos

Customer conversations lived across emails, texts, and individual inboxes. If a staff member was away, no one else had visibility into the full customer history. The business was growing, and the team knew there had to be a better way.

The Goal

Todd Devine Homes didn’t just want new software.

They needed a connected sales and marketing ecosystem that would:

  • Centralise all leads, deals, and communications
  • Automate quoting and contract workflows
  • Give management real-time visibility
  • Allow the sales team to focus on selling, not admin

The Solution

Why HubSpot?

The business was growing, but the systems were breaking. Todd Devine Homes needed a way to work smarter, not harder. Moving away from the legacy "Excel and Email" approach, they needed a modern, interconnected tech stack to manage the complexity of construction sales.

Why iBusinessFormula?

HubSpot introduced iBusinessFormula as its Platinum Implementation partner.

Todd Devine Homes identified that the problem wasn't just the tools; it was the lack of connection between them. The goal was to demolish the data silos and build a single source of truth.

iBusinessFormula was brought in to redesign the entire customer journey - not just configure software and remove friction caused by disconnected systems.

The Approach

Building a Connected Sales Ecosystem

iBusinessFormula designed and implemented a fully integrated stack, moving Todd Devine Homes away from “Excel and Email” and into a modern, automated environment:

  • HubSpot is the central CRM and automation engine
  • ClickHome for quoting and job workflows
  • DocuSign for contracts and signatures
  • Zapier to automate data flow and eliminate manual work.

How did we help Todd Devine Homes build a unified engine?

Step 1: Creating a Single Source of Truth

The first priority was visibility.

iBusinessFormula centralised every lead, deal, and interaction inside HubSpot, giving the team one place to work from and eliminating lost enquiries overnight.

  • Every enquiry now routes to the right sales rep instantly
  • No more lost leads
  • No more spreadsheet duplication
  • Complete visibility across the sales team

Step 2: Focusing on the Right Leads

With everything centralised, the next challenge was prioritisation.

Smart segmentation and lead scoring helped the team instantly identify which prospects were ready to buy and which needed nurturing.

  • Lead scoring to highlight prospects ready to buy
  • Nurture workflows tailored to product interest (granny flats, cabins, transportable homes)
  • Behaviour tracking based on website visits and content downloads

This ensured every prospect received relevant, timely communication — not generic follow-ups. For example, potential clients interested in granny flats now receive different content than those looking for cabins.

Step 3: Connecting the Dots | The Game-Changer

This was the turning point

  • HubSpot ↔ ClickHome integration enabled click-to-generate quoting.
  • Quotes are now generated instantly and tracked automatically
  • By integrating DocuSign, the sales team can see when quotes are viewed, accepted, or declined without leaving HubSpot.

Step 4: Feedback Loops & Visibility

Todd Devine _ How did you hear about us

To support continuous improvement, the team also implemented:

  • Automated CSAT and NPS surveys at key milestones
  • Internal alerts for negative feedback to trigger immediate follow-up
  • Custom dashboards showing:
    • Conversion rates
    • Quote turnaround times
    • Marketing ROI by campaign

Management now has real-time insight, not delayed reports.

The Results | Simple changes, major impact

Todd Devine _ Contacts by source

The results were immediate and measurable. Todd Devine Homes has moved from a disjointed operation to a sleek, automated engine.

  • Total Visibility

Sales tracking is now centralised. Everyone sees the exact same numbers, and management can make strategic decisions based on live data rather than guesswork.

  • Zero Grunt Work:

Integrations now handle the heavy lifting. Leads are captured automatically from website forms, eliminating data-entry errors.

  • Faster Sales Cycles

Automating the signature process with DocuSign and speeding up quoting with ClickHome has significantly reduced the time from enquiry to signed contract.

The friction of spreadsheets is gone. Productivity is up.

The team is finally focused on customers - not keyboards.

Client Feedback

Laura Pigdon

“Working with iBusinessFormula on our sales and marketing transformation has been a game-changer.
Before they came on board, everything lived in spreadsheets — sales, marketing, lead tracking — all disconnected and manual.

Choosing HubSpot was the first step, but the real magic happened when iBusinessFormula mapped, built, and connected everything. 
Our sales, marketing, and ClickHome systems now talk to each other — no more silos, no more double handling, no more guessing.”

 — Laura Pigdon, Marketing Manager, Todd Devine Homes

Tech Stack Summary

Before:

  • Excel for lead tracking
  • ClickHome as a standalone quoting system
  • Manual uploads and duplicated data

After:

  • HubSpot is the central CRM
  • ClickHome is fully integrated via bi-directional sync
  • DocuSign connected for contracts
  • Zapier automations removing admin overhead

Looking to build a similar system?

Get in touch with iBusinessFormula to see how we help growing businesses and how we can simplify your sales and marketing processes to help your team work smarter, not harder.

Ready to unlock HubSpot’s full potential?

Let’s talk about how we can help your business grow smarter.
hubspot-cta