Brantum | Software & Marketing Agency

PropTech CRM

+ Paid Media

Custom CRM development integrated with paid acquisition campaigns — 4.2x ROAS and 68% lower customer acquisition cost within 90 days of launch.

Project Details

This PropTech client was running their entire sales pipeline in spreadsheets and spending £40,000 per month on Google and Meta Ads with no reliable attribution — they could not tell which campaigns were generating profitable customers and which were generating noise. They engaged Brantum to solve both problems: build a CRM that reflected their actual sales process, and rebuild their paid media strategy from the ground up with proper conversion tracking throughout.

The CRM was scoped during a Discovery workshop that mapped their 11-stage sales process, their data entities (properties, landlords, tenants, vendors, viewings), and the integrations they needed — Rightmove feed, email, Stripe for invoicing, and their internal document management system. The paid media audit found £18,000 of their monthly spend was flowing to keywords with zero conversion history. We paused those immediately and reallocated to the high-intent terms their data showed were actually closing.

DELIVERABLES

INDUSTRY

Project Research

Attribution was the core research challenge. Without a CRM recording which channel each deal originated from, the client was making budget decisions based on gut feel. Our first step was implementing UTM tracking end-to-end — from ad click through to closed deal — using a temporary HubSpot free tier as a bridge while the custom CRM was being built. Within three weeks we had 90 days of historical attribution data, which revealed that 70% of their profitable customers came from just two campaign types that were receiving only 25% of the budget.

The custom CRM architecture was designed around this finding. Pipeline stages were built to capture source attribution at every stage, deal value was tracked against acquisition channel, and the reporting dashboard was built so the commercial director could see CAC and LTV by channel in real time — something they had never been able to do before.

Project Results

Within 90 days of the CRM going live and the paid media strategy being rebuilt, the client achieved 4.2x ROAS on their Google Ads spend (up from 1.8x), a 68% reduction in CAC, and a 40% improvement in sales team efficiency measured by deals closed per head. The CRM replaced two spreadsheets, one Trello board, and a £12,000/year Salesforce licence.

The attribution data the CRM now provides has fundamentally changed how the commercial team makes decisions — budget is allocated to channels and campaigns with a proven track record of generating profitable customers, and the sales team has visibility over their pipeline that they describe as transformational. The CRM continues to be developed in monthly sprints as the business grows.

Testimonials

What Our
Clients Say

Brantum is the only agency we've found that truly understands both sides. Our engineers love working with them because they speak tech. Our CMO loves them because they drive results.

Sarah K.

CTO, Series A SaaS Startup

We hired three agencies before Brantum. What took six months of back-and-forth between dev and marketing now gets done in six weeks by one team who actually communicates.

James T.

Founder, B2B Platform

Page 5 to position 1 for our core keywords in 4 months — and they shipped our entire v2 product at the same time. One team doing both is a genuine superpower.

Alex R.

CEO, FinTech Startup