Content Chemistry made our HubSpot onboarding not just possible – but genuinely easy. With over a million contacts to migrate, multiple custom integrations, and a complex data ecosystem to navigate, they handled everything with clarity and precision. From marketing automation to syncing with Snowflake, their technical expertise and collaborative style helped us move faster than expected. We’re finally getting real value from HubSpot.

Gregor Hartnell, Director of Operations

ratemyagent 1

Founded in 2014, RateMyAgent is Australia’s leading real estate review and ratings platform, helping consumers find the best agents based on verified vendor and buyer reviews. Operating across Australia, New Zealand and the United States, RateMyAgent provides agents with a trusted platform to showcase results, build reputation, and win more business. The company is also known for its annual awards program and strong presence within the real estate tech landscape.

Challenge

RateMyAgent (RMA) approached Content Chemistry with a bold but clear brief: implement HubSpot across marketing, sales and customer support teams, seamlessly migrate over 1.1 million contact records from our custom CRM, and integrate HubSpot into a deeply interconnected data ecosystem spanning more than 10 platforms.

At the heart of the challenge was data orchestration:

  • HubSpot needed to become the primary GTM platform and single view of customer while Snowflake remained the source of truth, syncing data in both directions.
  • RMA’s internal CRM (HQ) had limited to no ability to segment, engage and nurture leads and customers or to deliver dynamic, highly-personalised marketing content to the right person at the right time.
  • Systems like Stripe (payments), Intercom (support), Twilio (SMS), Aircall (telephony), and a proprietary internal CRM (“HQ”) all required alignment and custom integration touchpoints.
  • Additionally, the CRM had to accommodate a multi-region structure (AU/NZ/USA), support complex company hierarchies (e.g. parent-child agency profiles), and ingest daily updates such as 57,000 property listings and 1,100 agent reviews.
The internal team had previously struggled with Salesforce and were wary of another bloated CRM rollout. 

 

ratemyagent 2
We’ve never had a CRM implementation truly succeed. This time, we need it done right – clean, scalable, and deeply integrated with our stack.

Denis Vujicic, CTO

Solution

Content Chemistry led the implementation of HubSpot CRM Suite Enterprise using an agile, co-delivered approach in collaboration with HubSpot’s Technical Consulting team and integration partner IntegrateHQ. Working closely with RMA’s project team – Gregor Hartnell (Director of Operations), Denis Vujicic (CTO) and Harry Marsden (Senior Marketing Manager), the implementation focused on three phases:

1. Discovery & Technical Architecture

  • Conducted a full technical audit of existing platforms and data flows.
  • Scoped out custom objects for Listings, Reviews, and Awards to mirror RateMyAgent’s core product experience inside HubSpot.
  • Mapped critical data associations, including parent/child agency structures, agent performance data, and subscription status.
  • Aligned on the HubSpot <> HQ <>  Snowflake sync strategy, incorporating both real-time API syncs for marketing triggers and batch jobs for heavier data loads.

2. Migration, Integration & Configuration

  • Migrated over 1.1M contact records, each mapped with region, role (agent, mortgage broker, conveyancer), and activity data.
  • Integrated systems such as Stripe, Intercom, Aircall, Kixie, Twilio, Slack, Google Ads, and HQ, using a combination of native integrations, middleware, and custom CRM cards.
  • Set up HubSpot’s custom association labels to accurately track agent-to-office and team-to-company relationships.
  • Configured Sales and Marketing Hubs, enabling lead scoring, smart lists, retargeting workflows, landing pages, and subscription automation.
  • Implemented controls for syncing high-volume activity data (e.g. listings, reviews) while staying within HubSpot’s API and custom object limits.

3. Training, Go-Live & Iteration

  • Delivered hands-on HubSpot training to RateMyAgent’s marketing and sales teams.
  • Embedded dynamic dashboards for key stakeholders to monitor campaign engagement, marketing, sales and contact engagement across regions.
  • Conducted multiple working sessions with the internal data team to build a future-proof data architecture that supports Snowflake as the analytics layer.
  • Maintained sprint-based refinements post-launch, focusing on personalisation, lead nurturing workflows, and sales enablement processes.
Throughout the project, Content Chemistry acted as an extension of the RateMyAgent team, bridging the technical and strategic goals. 

 

ratemyagent 3
It’s rare to find a partner who understands both the tech and the business side. These guys do.

Gregor Hartnell, Director of Operations

Results

With the onboarding now complete, RateMyAgent is already seeing early indicators of success:

  • Unified CRM across AU/NZ/USA regions with clean contact, company and listings data
  • End-to-end visibility into the marketing and sales funnel with custom dashboards
  • Automated nurture workflows launched using enriched behavioural and performance data
  • Reduced manual effort across teams through integrated tools and centralised processes
  • Faster campaign deployment, improved agent segmentation, and better attribution reporting
  • 40% increase in email engagement through segmentation
  • 25% uplift in lead-to-sale conversion rate
  • 90% faster campaign build time

40% increase in email engagement
25% increase in lead to sales conversion rate
90% faster marketing campaign setup
ratemyagent 4

Ready to rain down some leads?

Book a Free Marketing Strategy Session