Prepared for Peterson
HubSpot implementation, team enablement, and launch support for Peterson’s residential sales and leasing teams.
Prepared by: Dave Betcher | Betcher Consulting Group
Date: November 3, 2026 | Draft for review
Investment: $8,000 CAD plus applicable taxes
01Executive overview
This engagement establishes HubSpot as a shared relationship platform for Peterson, with separate sales and leasing processes, clear project ownership, consistent follow-up, and practical management reporting.
The implementation follows a phased approach: agree the process, configure the CRM, prepare and migrate the approved data, build and test customer journeys, then train the team and launch. The initial rollout will focus on the projects, users, and workflows agreed before kickoff, with a structure that can support future growth.
One shared CRM
Separate sales and leasing processes built on one contact database.
Consistent follow-up
Clear project ownership and reliable appointment follow-up.
Initial AI pilots
One website customer-agent pilot and one AI-assisted nurture pilot.
Reporting and adoption
Core dashboards, role-based training, and the Peterson Success Center.
Milestone-based delivery
Four phases, each completed against an agreed threshold.
02Discovery and implementation scope
Working sessions will confirm the initial projects and rental properties, participating teams, current systems, source data, customer journeys, and reporting priorities.
1. Before kickoff
Peterson and Betcher Consulting Group agree the launch project list, source datasets, and allowances for forms, templates, workflows, dashboards, and training sessions.
2. During discovery
Discovery validates these assumptions and produces an approved implementation blueprint.
3. If more work is identified
Any expansion is documented and approved before additional work begins.
03CRM architecture and account setup
One contact database will support separate purchasing and leasing opportunities, with project-specific information and accountable owners.
| Component | Proposed approach |
|---|---|
| Contacts | One record per person, with relationship history and communication preferences. |
| Opportunities | Separate deal records for each purchasing or leasing journey. |
| Pipelines | One residential sales pipeline and one leasing pipeline. |
| Projects and properties | A consistent project structure linked to contacts and opportunities. A custom object will be used only if supported by the selected subscription and agreed requirements. |
| Ownership | Individual opportunity owners, project teams, and backup coverage rules. |
| Daily workspace | Saved views, tasks, qualification fields, next steps, and appointment outcomes. |
04Data preparation and migration
The agreed source datasets will be reviewed, mapped, cleaned, and imported into HubSpot.
Historical reconstruction beyond the agreed exports is separately scoped.
05Sales and leasing journeys
Sales and leasing will share customer history while maintaining distinct stages, ownership, follow-up, and reporting. Proposed stages will be confirmed during discovery.
New inquiry
Engaged and needs identified
Appointment scheduled
Appointment completed
Actively considering
Reservation or offer in progress
Under contract
Closed or homeowner
Closed lost
New rental inquiry
Requirements confirmed
Tour scheduled
Tour completed
Application invited or submitted
Application review or approval milestone
Lease signed
Moved in or resident
Closed lost or withdrawn
06Website capture and follow-up automation
The agreed website forms and tracking will capture project interest, inquiry source, and relevant customer preferences. Existing websites can remain in place, with website-team coordination where needed.
Each workflow will have defined enrollment, suppression, and exit rules. Follow-up will pause or change when a prospect replies, books, progresses, opts out, or is taken over by a team member, as appropriate to the workflow.
SMS can be assessed during discovery. Activation depends on an approved provider, appropriate consent, and separate subscription and usage costs.
07AI engagement and team support
The implementation includes one initial website customer-agent pilot and one initial AI-assisted nurture pilot for an agreed audience.
Uses approved Peterson content to answer common questions, guide visitors toward an inquiry or appointment, and escalate questions requiring a person. It will not invent pricing, availability, incentives, or contract terms.
Uses available prospect interests and appointment context to make follow-up more relevant, with approved messaging, human review during testing, and clear exit rules.
Activation depends on HubSpot licensing, account eligibility, and approved content. If a capability is unavailable, a replacement deliverable will be agreed before proceeding. AI credits and software usage are separate.
08Integration discovery and handoffs
For Peterson’s confirmed contract management and property management systems, discovery will identify:
The goal is to reduce duplicate entry and reflect relevant purchaser, application, contract, or lease milestones in HubSpot where supported. No specific connector or two-way synchronization is assumed.
A feasibility assessment, field mapping, and agreed handoff plan. Any recommended development will receive a separate scope and price. A documented interim handoff may support the core launch if Peterson approves it.
09Reporting and engagement priorities
Core HubSpot reporting will provide visibility into inquiries, active opportunities, scheduled and completed appointments, confirmed sales or leases, sources, project performance, and follow-up coverage.
Daily traffic reporting will use agreed definitions for new inquiries, unique prospects, walk-ins, appointments, and repeat visits. Reporting will distinguish automated acknowledgments from meaningful team responses and scheduled appointments from completed visits.
Digital activity will help prioritize review without being treated as proof of purchase readiness.
10Training and adoption
Launch training and ongoing reference, in one place.
The initial Peterson Success Center is included as a branded resource for launch training and ongoing reference. It will contain the agreed process guides, recordings, communication examples, daily checklists, and answers to common questions.
Live role-based training will use Peterson’s launch configuration. Designated users will receive a walkthrough of the Success Center and the daily processes relevant to their roles.
Hosting and access arrangements will be confirmed during discovery; third-party charges are separate.
11Delivery phases and launch
The delivery schedule will be agreed at kickoff around Peterson’s launch priorities, data readiness, and team availability.
Discovery and kickoff
Launch scope, responsibilities, access requirements, and implementation plan agreed.
CRM foundation and data
Core CRM structure and pipelines demonstrated; sample migration, mappings, and exception rules approved.
Workflow and reporting readiness
Agreed forms, routing, scheduling, templates, workflows, and dashboards pass documented scenario tests; AI pilots reviewed.
Training and launch
Approved migration reconciled, training delivered, Success Center available, launch checklist accepted, and core rollout completed.
12Investment
$8,000 CAD
Plus applicable taxes.
The fee includes discovery, the agreed CRM configuration and migration, lead capture, initial follow-up automation, the two defined AI pilots, core reporting, integration discovery, role-based training, the initial Peterson Success Center, testing, and launch support.
| Payment | Threshold for invoicing | Amount |
|---|---|---|
| 1 of 4 | Proposal acceptance and project kickoff, with the initial scope and responsibilities agreed. | $2,000 CAD |
| 2 of 4 | Peterson approval of the core CRM structure, pipelines, data mappings, and sample migration. | $2,000 CAD |
| 3 of 4 | Peterson approval of workflow and reporting readiness following documented testing of the agreed forms, routing, scheduling, follow-up, and dashboards, plus review of the AI pilots. | $2,000 CAD |
| 4 of 4 | Completion of the approved core launch, reconciled migration, role-based training, and delivery of the initial Peterson Success Center. | $2,000 CAD |
| Total | Four equal installments of 25% | $8,000 CAD |
Milestones are based on completion of the agreed deliverables, rather than elapsed calendar time. Written milestone approval will confirm that the applicable threshold has been reached. Invoice payment terms will be confirmed in the final agreement.
HubSpot software is purchased separately under Peterson’s own HubSpot quote. Third-party subscriptions, SMS usage, AI credits, vendor interface fees, middleware, and hosting are additional and will be identified for approval before commitment.
Ongoing consulting after the agreed launch support period is optional, with scope, capacity, and fees agreed separately. No monthly retainer is included in this proposal.
13Responsibilities & Acceptance
| Deliverable | Acceptance method |
|---|---|
| Approved implementation blueprint | Written approval by Peterson |
| Core CRM structure and pipelines | Demonstrated and approved by Peterson |
| Data migration | Sample migration approved; full migration reconciled |
| Forms, routing, scheduling, templates, workflows, and dashboards | Documented scenario tests |
| Integration discovery | Feasibility assessment, field mapping, and agreed handoff plan |
| Initial AI pilots | Agreed scenario testing, appropriate escalation, suppression checks, a named Peterson owner, and usage-monitoring guidance |
| Peterson Success Center | Initial Success Center available to designated users. |
| Launch | Training delivered and launch checklist accepted |
14 · Next steps
Prepared for Peterson · Prepared by Dave Betcher | Betcher Consulting Group · dave@davebetcher.com