Prepared for Townline
HubSpot implementation, team enablement, and ongoing strategic support from Betcher Consulting Group.
Proposal: HubSpot Implementation & Growth Partnership
Prepared by: Dave Betcher | Betcher Consulting Group
01Executive overview
Townline’s sales and leasing teams serve different customer journeys, but both depend on timely responses, clear ownership, and reliable information. This engagement establishes HubSpot as one shared CRM, with distinct sales and leasing processes and defined handoffs to the systems that manage transactions, applications, and residents.
One shared CRM
Distinct sales and leasing journeys built on one contact database.
Consistent follow-up
Reliable inquiry handling, follow-up, and project-level ownership.
Initial AI pilots
One AI-assisted nurture pilot and one website customer-agent pilot.
Reporting and adoption
Core dashboards, role-based training, and the Townline Success Center.
Indicative 10 weeks
A phased implementation from the agreed kickoff date.
We will establish current baselines during discovery and measure improvements against them.
02Our understanding
Part one
Dave Betcher works directly with Townline’s sales, leasing, marketing, and property management teams, from CRM strategy and configuration through migration, training, and launch.
04Workstream
Working sessions with sales, leasing, marketing, property management, administration, and leadership to confirm how Townline works today and what launches first.
1. Before kickoff
Agree the initial scope, assumptions, deliverable allowances, source datasets, payment terms, and responsibilities.
2. During discovery
Validate those assumptions and refine the implementation blueprint, mappings, workflows, and acceptance criteria.
3. If more work is identified
Document the impact and obtain Townline’s approval before expanding scope, fees, or timing.
The number of launch forms, workflows, templates, dashboards, and training sessions will be confirmed in the final scope agreement.
05CRM architecture
One shared contact database will support separate sales and leasing opportunities. A proposed Community / Property object will contain one record for each development or rental property. Each opportunity will be associated with the relevant project and assigned to an individual sales or leasing representative.
| Component | Proposed structure |
|---|---|
| Contacts | One record per person, with shared relationship history and communication preferences. |
| Opportunities | Separate deal records for distinct purchasing or leasing journeys. |
| Pipelines | One primary residential sales pipeline and one primary leasing pipeline. |
| Communities / Properties | One proposed custom object, with a separate record for each project or rental property. |
| Project teams | The sales or leasing agents responsible for each project, with coverage arrangements where agents work across projects. |
| Opportunity owners | The individual representative accountable for follow-up on each deal. |
| Units | Added when inventory data and integration feasibility are confirmed. |
06Workstream
Historical data preparation is a major workstream. Together we will decide which records to import, retain elsewhere, or exclude. Historical information is kept even when it will not be a marketing contact.
07Workstream
How the paid marketing audience is selected and governed. Marketing-contact status and consent are separate: a contact may consent without being in the paid tier, but no one is marketed to without permission.
08–09Sales and leasing processes
Sales and leasing share contacts but run on separate pipelines, owners, and reporting. Stages below are proposed and confirmed in discovery. Long-term nurture is a separate disposition so inactive opportunities do not inflate the active pipeline.
New Inquiry
Online or walk-in inquiry captured and routed to the project.
Engaged / Needs Identified
A human conversation confirms interests and timing.
Appointment Scheduled
Visit booked with confirmation and reminders.
Appointment Completed
Outcome recorded with a dated next step.
Actively Considering
Qualified purchaser evaluating homes and options.
Reservation / Offer in Progress
Reservation or offer under preparation.
Under Contract
Contract confirmed; transaction handoff begins.
Closed / Homeowner
Relationship continues as homeowner.
Closed Lost
Lost reason recorded; reactivation rules apply.
New Rental Inquiry
Inquiry captured with property interest and move-in date.
Engaged / Requirements Confirmed
Budget, bedrooms, and timing confirmed.
Tour Scheduled
Tour booked with confirmation and reminders.
Tour Completed
Outcome recorded with a dated next step.
Application Invited
Prospect directed to the approved application process.
Application Submitted
Milestone reflected from the operational system.
Screening / Review
Handled in Yardi/RentCafe and screening tools, not HubSpot.
Approved
Approval milestone reflected.
Lease Signed
Prospect nurture stops or changes.
Moved In / Resident
Resident operations continue in the property management system.
Closed Lost / Withdrawn
Reason recorded; future-availability nurture where appropriate.
Configured so the West Coquitlam and Burke Mountain projects can capture registrations, route inquiries, and book appointments as they return to market.
Near-term movers receive shorter follow-up cycles; future movers receive nurture tied to availability. HubSpot makes no screening or eligibility decisions.
| Moment | What it means |
|---|---|
| Acknowledging an inquiry | An automated or templated receipt confirming the inquiry arrived. |
| Meaningful human response | A team member responds personally to the customer’s question. |
| Qualifying an opportunity | Interests, timing, and fit are confirmed in conversation. |
| Recording a confirmed sale | A contract milestone is confirmed by the transaction system of record. |
10Integrations
Relationship and engagement
Applications and resident operations
| Path | Condition |
|---|---|
| Supported vendor or partner connector | Preferred where available and appropriate for Townline’s modules. |
| Approved direct API integration | Requires vendor-approved access and documentation. |
| Middleware such as Zapier | Only if the required interfaces are available. Middleware does not bypass vendor access restrictions. |
| Documented assisted handoff | An interim, staff-assisted process, used only with Townline’s agreement. |
A proposed stage-based handoff into Avesdo. No existing connector or two-way synchronization is assumed.
Completed discovery, feasibility assessment, data mapping, and an agreed handoff plan.
12Website forms, tracking, and appointments
Existing websites can stay in place. Tracking follows Townline’s approved consent settings; not every anonymous visitor can be identified.
13Email, SMS, and follow-up automation
Separate sales and leasing programs. The workflows below are potential launch workflows, finalized in the blueprint. Every sequence pauses when a customer replies, books, progresses, opts out, or an owner takes over.
| Trigger | Customer communication | Team action | Exit rule |
|---|---|---|---|
| New inquiry submitted | Immediate acknowledgment with a relevant next step | Owner assigned and notified; follow-up task created | Stops when the owner responds personally |
| Appointment or tour booked | Confirmation with location and preparation details | Appointment appears on the owner’s calendar | Cancellations or reschedules update the sequence |
| Appointment approaching | Reminder by email, and SMS where approved | Owner reminded of the visit | Stops if the appointment is cancelled |
| Appointment completed | Follow-up referencing stated interests | Outcome and next step recorded | Stops when the opportunity progresses |
| Appointment missed | Easy rescheduling invitation | Recovery task for the owner | Stops when rebooked or the customer replies |
| No response to outreach | A short, useful question rather than a generic check-in | Owner reviews before further outreach | Stops on reply, booking, or opt-out |
| Longer-term timing | Periodic nurture tied to project updates | Renewed engagement alerts the owner | Stops when re-engaged or unsubscribed |
| Contract or lease milestone | Prospect messaging suppressed | Relationship moves to the homeowner or resident program | Prospect nurture ends for that opportunity |
SMS subscriptions and usage are third-party costs.
14AI & Automation
AI helps sales and leasing teams respond consistently, make communication more relevant, and find the next useful action, with people staying in control. We start with two controlled pilots before any broader rollout.
Adapts follow-up to what a prospect has shared, such as preferred community or property, home or suite type, budget, timing, and appointment history.
After-hours automated assistance using approved Townline content to answer common questions and guide visitors to the right next step. It is not 24/7 human support.
Where supported, AI can summarize contact history, prepare appointment briefs, draft follow-up for staff review, highlight renewed interest, and summarize verified CRM metrics for managers. Staff confirm important information and decide how to act.
Activation depends on the capabilities available in Townline’s HubSpot subscription, licensing, account eligibility, and suitable content. If a capability is unavailable, we will agree a revised deliverable before proceeding. Software subscriptions, AI credits, and usage charges are separate from the implementation fee.
Advanced custom agents, live inventory matching, additional websites, external-system actions, and expanded deployment are separate from the included pilots and scoped on request.
Within the indicative 10-week implementation, with no separate fee.
| Weeks | Phase | Milestone | Decision point |
|---|---|---|---|
| Weeks 1–2 | Define | Agreed pilot brief: website topics, nurture audience, tools, owners, and acceptance scenarios. | Confirm licensing and eligibility; agree a revised deliverable if a capability is unavailable. |
| Weeks 3–4 | Prepare content | Approved information sources, messaging, handoffs, and exit rules. | Townline approves content, permissions, and enrollment rules. |
| Weeks 5–6 | Configure | Both pilots configured and ready for scenario testing. | Approve any separate software or usage charges before commitment. |
| Weeks 7–8 | Test | Documented test results and corrections. | Review results against acceptance criteria. |
| Weeks 9–10 | Accept and train | Pilot acceptance, trained owners, and monitoring in place. | Townline decides to activate within pilot scope, refine, or hold. |
15–16Engagement and reporting
Stated motivation
Timing, preferences, needs, budget, and volunteered circumstances.
Observed engagement
Replies, visits, form submissions, appointments, and available website behaviour.
Qualification and readiness
Confirmed through conversation and transaction milestones.
Digital behaviour suggests interest but does not prove motivation, readiness, or eligibility.
Automated acknowledgments and human responses are measured separately, and an email open or click is not treated as the cause of a sale.
17Training, documentation, and adoption
Practical guidance for every role, in one place.
A Townline-branded resource that brings together training recordings, process guides, approved communication examples, checklists, and answers to common questions, written in Townline’s terminology with distinct sales and leasing guidance.
| Guide | What it covers |
|---|---|
| Getting Started | Access, navigation, settings, and email and calendar connections. |
| Managing Contacts | Updating records, preferences, conversations, ownership, and duplicates. |
| Residential Sales | Inquiries, qualification, appointments, stages, and transaction handoffs. |
| Leasing | Rental inquiries, tours, application milestones, and the property management handoff. |
| Tasks and Follow-Up | Daily priorities, templates, outcomes, and automated follow-up. |
| Marketing and Communication | Audiences, subscription preferences, templates, and standards. |
| AI Tools and Agents | Appropriate uses of the AI pilots, human review, and escalation. |
| Dashboards and Management | Reading reports, reviewing pipelines, and spotting gaps. |
| Help and Troubleshooting | Common questions, fixes, and how to request support. |
Live training is delivered by role: sales and leasing representatives, marketing, managers, property management stakeholders, and internal administrators, using Townline’s launch configuration and demonstration or redacted records. Each role then has a suggested learning path and daily and weekly checklists in the Success Center, so managers can structure onboarding and refreshers as new employees join.
The initial Success Center is included in the implementation: structure and branding, an agreed launch content inventory, role-based learning paths and checklists, and a team walkthrough during launch training. Hosting and access are confirmed during discovery; any third-party hosting or licensing charges are separate.
Within optional ongoing consulting and its agreed capacity, Betcher Consulting Group can keep instructions, recurring-question guidance, and AI usage guidance current, and support new-hire onboarding. Substantial new training programs are scoped separately.
18Testing, launch, and stabilization
19Implementation timeline
Weeks 1–2
Discovery, source-system audit, process design, integration feasibility, AI use-case and subscription review, and blueprint approval.
Weeks 3–4
CRM structure, data preparation, pipelines, permissions, sample migration, and AI content and messaging preparation.
Weeks 5–6
Forms, routing, templates, automation, scheduling, handoff planning, and configuration of both AI pilots.
Weeks 7–8
Dashboards, migration validation, Success Center content preparation, end-to-end testing, and AI pilot review.
Weeks 9–10
Role-based training and Success Center walkthrough, user acceptance, final migration, cutover, and stabilization kickoff.
Dependencies
20Ongoing consulting
Continued refinement as teams use the system and new communities and rental properties come to market. Fees and capacity are set out in the investment section.
21Investment
HubSpot software is purchased separately. The fees below cover Betcher Consulting Group’s services. All fees are in Canadian dollars, plus applicable taxes.
$18,000 CAD
Indicative timeline: approximately 10 weeks, across both sales and leasing.
| Workstream | Included services |
|---|---|
| Discovery and planning | Working sessions, journey mapping, and an approved implementation blueprint. |
| CRM configuration | The shared CRM architecture, permissions, and separate sales and leasing pipelines. |
| Data preparation and migration | Audit, mapping, cleanup, and reconciled migration of the agreed datasets. |
| Lead capture and routing | Agreed website forms, source tracking, assignment rules, and appointment scheduling. |
| Communication and automation | Initial email templates and workflows for response, appointments, follow-up, and nurture. |
| AI Enablement & Pilot | One initial website customer-agent pilot and one initial AI-assisted nurture pilot. |
| Engagement and reporting | Prioritization views and core HubSpot dashboards with agreed metric definitions. |
| Integration discovery | Feasibility, data mapping, and a handoff plan for Yardi/RentCafe and Avesdo. |
| Training and Townline Success Center | Live role-based training and the initial Townline-branded adoption resource. |
| Testing and launch | End-to-end testing, launch planning, and stabilization for an agreed period. |
Scope confirmation
Before kickoff, we will agree the initial scope, assumptions, deliverable allowances, source datasets, and responsibilities. Discovery validates them. Additional projects, substantial historical-data reconstruction, or custom development are approved separately before work begins.
| Milestone | Amount |
|---|---|
| Kickoff: 40% | $7,200 CAD |
| Configuration review: 30% | $5,400 CAD |
| Launch: 30% | $5,400 CAD |
| Total implementation investment | $18,000 CAD |
The configuration review follows presentation of the core CRM structure, pipelines, and initial configuration. Launch refers to the approved core implementation scope.
Discovery and planning are included. Development is not included.
After discovery, Betcher Consulting Group will provide a separate scope and price for recommended Yardi/RentCafe or Avesdo integration work, with its own deliverables, schedule, and payment terms. Development begins after Townline approves it.
Optional: $2,000 CAD per month
Continued optimization after launch, including working sessions, HubSpot support, follow-up and dashboard reviews, AI pilot refinement, and Townline Success Center maintenance.
This is a defined-capacity engagement. Monthly capacity, meeting cadence, support channels, and response expectations will be agreed before it begins. Major development, new integrations, extensive campaign production, and new implementation projects are scoped separately.
Each is scoped with deliverables, timing, and fees before work begins.
HubSpot subscription pricing, licensing, and billing are detailed in the linked HubSpot quote. Other third-party charges, such as SMS usage, AI credits, vendor interface access, middleware, and hosting, are also separate and will be identified for Townline’s approval before commitment.
Review HubSpot’s quoted subscription, licensing, and commercial terms. Betcher Consulting Group’s implementation and ongoing consulting fees are separate.
https://app-na3.hubspot.com/quote-checkout/quotes/ZZQ448PVBRML044F
22Responsibilities & Acceptance
Completion is based on agreed business scenarios working, not simply on configuration existing.
| Deliverable | Acceptance method |
|---|---|
| Approved implementation blueprint | Written sign-off by Townline business owners |
| Configured CRM structure and permissions | Walkthrough and role-based access test |
| Separate sales and leasing pipelines | Scenario test of each stage with business owners |
| Validated migration | Reconciliation report by source, project, and record type |
| Launch forms, routing, and scheduling | End-to-end submission, booking, and reminder tests |
| Communication workflows | Scenario tests including exits and suppression |
| Integration discovery and handoff plan | Feasibility, mapping, and handoff plan approved by Townline. Separately commissioned integrations are not required for core acceptance. |
| Reconciled dashboards | Figures reconciled against agreed source records |
| Role-based training | Sessions delivered to agreed user groups |
| Initial AI pilots | Uses approved information, handles agreed scenarios, escalates unsupported questions, respects exit rules, and has a named owner and usage monitoring |
| Townline Success Center | The agreed content is available. Links work. Instructions reflect the launch configuration. Designated Townline users can access it. |
| Approved launch checklist | Cutover approval by Townline |
23 · Next steps
“The goal is a practical, connected system for customer relationships: one that helps teams respond consistently, understand their prospects, and see what is working across both sales and leasing.”
Prepared for Townline · Prepared by Dave Betcher | Betcher Consulting Group · dave@davebetcher.com