How a SmartBug-Led CRM Migration and HubSpot Adoption Increased Profits, Productivity, and Contract Values for Frontier Title
To support Frontier Title’s rapid growth, SmartBug led a successful CRM migration to HubSpot, delivering a centralized solution that streamlined operations and fueled expansion.
Increased productivity and efficiency for the marketing team, allowing reps to spend less time juggling multiple tools
Seamless integration with the MyMTA system, making for easier prioritization and management of real estate agent relationships
The Problem
Rapid Growth Outpaces Process Establishmet
Frontier Title grew from 5 to 11 offices in 10 years, which is a huge achievement, but led to difficulties in maintaining processes and centralizing data. This growth outpaced process establishment, leading to scattered information management. Furthermore, the company lacked a capable CRM, instead relying on piecemeal solutions such as Constant Contact, paper records, and spreadsheets — highlighting the urgent need for a CRM migration to a more centralized and scalable platform.
Frontier’s CMO, Keri, and EVP of Innovation, Brian, aimed to consolidate marketing tasks, reduce time spent logging into multiple accounts, and improve reporting on marketing efforts and results. The ultimate goal was to find an intuitive solution that could handle multiple aspects of its business under one roof, saving time and providing better insights. Brian and Creative Director Mary Claire took on the CRM migration, training, and implementation together.
When I see the stuff that HubSpot can do—especially when I see the business development reps who are taking advantage of it [versus] those who aren't, and the differences in their business—it makes me want to get out there and [say], ‘Look what you can do!
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The Results
Increased Profits & Productivity, Plus Higher Value Contracts Establishment
BDRs can now easily track client interactions (e.g., class attendance, planner distribution) and use this data to make informed decisions about relationship building and resource allocation, such as determining which agents to focus on for business development efforts. Thanks to the CRM migration and HubSpot adoption, team members have seen increased profits, productivity, and contract values, illustrating a direct correlation between HubSpot usage and improved performance. In fact, two BDRs who fully adopted HubSpot following the CRM migration saw a noticeable increase in office income and deal closures.
Furthermore, BDRs feel more empowered and motivated thanks to a gamified dashboard system that tracks real-time performance metrics, encouraging consistent data entry — a cultural shift made possible by the CRM migration.
The new system has also streamlined interdepartmental communication—real estate agents now receive timely, relevant content thanks to email automation and segmentation in HubSpot. Agent relationships are prioritized based on performance data, a capability significantly enhanced through the CRM migration.
When asked what she was most proud of, Mary Claire highlighted the training, availability, and relationship built with the SmartBug team. She appreciated the customized approach and the feeling of being on the same team, rather than separate companies in a transactional partnership.
