Case Study · Beta Agency · Commercial Real Estate
Beta Agency had a Salesforce nobody could explain. Two years later, it runs the business.
A commercial real estate brokerage had grown its Salesforce org past the point anyone understood it - dozens of undocumented flows, a dozen custom objects, client reports that had quietly stopped working, and duplicate records everywhere. We became their ongoing Salesforce team: first mapping and stabilizing what existed, then automating the work the brokers do every day.
Industry
Commercial real estate brokerage
Platform
Salesforce Sales Cloud + CRM Analytics
Timeline
Ongoing managed partnership
Outcome
A documented, governed, adopted org
The challenge
Beta Agency: a retail-leasing brokerage running on an org nobody had mapped
Beta Agency represents shopping-center landlords and retail and restaurant tenants, with a Salesforce build modeling the whole landlord and tenant journey - centers, properties, spaces, listings, comps, and deals. The system had grown organically past comprehension: more than 27 flows with no diagram, a dozen custom objects with no data dictionary, client-facing reports marked "not working," and duplicate records scattered across every object. Nobody could safely change anything because nobody knew what a change would break.
An org with no map
More than 27 flows, a dozen custom objects, and no documentation of any of it. Every change was a gamble because the dependencies were invisible.
Client reports that had stopped working
The market surveys, leasing summaries, and comp reports the brokers hand to clients were "not working" or only partly working - the deliverables the business is judged on.
Duplicates everywhere
Accounts, contacts, properties, centers, and comps all carried duplicates; contacts with no account; comps with no space. The data underneath every report was unreliable.
Two systems out of sync by thousands
Salesforce and HubSpot contact lists had drifted apart by thousands of records, and the sync between them was failing.
A retiring sales-engagement tool
The brokerage's outreach tool was being shut down, with no adoption visibility and no replacement in place.
The architecture
Understand it, stabilize it, then automate it
A managed partnership, not a project. We started by documenting the org so changes were safe, cleaned the data so reports could be trusted, then built the automations that take manual work off the brokers - and we still run it.
Sources
Governed by Cloudsheer
Outcomes
What we built
A complete map of the org
Diagrams of every object and all 40-plus flows, the landlord and tenant journeys drawn out level by level, and a full data dictionary - so the team can finally change things on purpose.
Listing alerts that file themselves
An email service reads incoming commercial listing-alert emails and turns them into property, space, and requirement records automatically - the data entry the brokers used to do by hand, handled several alerts per email.
The client reports, working again
Roughly twenty document templates repaired or rebuilt - tenant market surveys, leasing reports, comp reports, site submissions - the deliverables that go in front of the brokerage's own clients.
Data the reports can trust
Matching and duplicate rules across five objects, deduplication down to high-confidence merges, email validation, and phone normalization - so the numbers stopped being contaminated by duplicates.
Salesforce and HubSpot back in sync
The two systems reconciled - tens of thousands of contacts matched, the gaps identified, the integration rebuilt in production with lists and dashboards.
A modern outreach engine
The retiring tool replaced with native Sales Engagement cadences, Salesforce Inbox, and Zoom Phone, with the old templates carried over and one-click enrollment from list views.
Adoption leadership can actually see
CRM Analytics dashboards for company-wide and per-seller activity and adoption, plus training built into the app so the team uses what was built.
How we did it
Two years of turning an unmappable org into one the business can trust
Beta Agency's Salesforce had been built and rebuilt until nobody could safely change it. More than 27 flows with no diagram, a dozen custom objects with no data dictionary, and client-facing reports marked "not working" meant every change was a gamble on invisible dependencies. A managed partnership like this one does not start with new features; it starts with a map. We diagrammed every object and all 40-plus flows, drew the landlord and tenant journeys out level by level, and wrote the data dictionary that let the team change things on purpose again.
The automation that took the most manual work off the brokers was an email-to-record service. Commercial listing alerts arrive as email, and someone used to retype them into Salesforce; instead, an Apex email service parses the incoming alerts - several to an email - extracting address fields and the listing ID and creating the property, space, and requirement records automatically. It is the kind of quiet automation that saves an hour a day without anyone noticing, which is exactly the point.
Much of the value was in data quality, where the interesting failures live. Sales comps would not load on the map until we found the layer limit was capped at 5,000 records and raised it to 50,000. A comp upload failed because a date of "6/1/09" was being read as the year 9; another because a sub-market value of "Street - Silver Lake" did not match the restricted picklist value "Silver Lake," a mismatch that affected more than 500 properties. Each fix was small; together they are the difference between reports you trust and reports you second-guess.
On top of clean data we reconciled Salesforce and HubSpot - tens of thousands of contacts matched and the gaps identified - replaced a retiring outreach tool with native Sales Engagement, Salesforce Inbox, and Zoom Phone, and built the CRM Analytics dashboards that finally gave leadership a real view of activity and adoption. Two years in, we are still their Salesforce team, which is its own kind of proof.
How we delivered
Ongoing managed partnership, start to finish
Map it
Early 2024: documented the org - every object, 40-plus flows, the full landlord and tenant journeys, a data dictionary.
Stabilize it
Mid 2024: repaired flows and client reports, built duplicate rules, reconciled and rebuilt the HubSpot integration.
Clean and enable
Late 2024: deduplication, layout cleanup, training assets, and the analytics groundwork.
Replace the tooling
Early 2025: swapped the retiring outreach tool for Sales Engagement, with adoption dashboards.
Run it
Mid 2025 onward: an ongoing ticket queue, executive and seller dashboards, comp-intake automation, and continuous improvement.
The results
What changed for the business
| Metric | Before | After |
|---|---|---|
| Org documentation | None | 40+ flows and all objects mapped |
| Client reports | Broken or partial | ~20 templates working |
| Comp & listing intake | Manual data entry | Auto-created from alert emails |
| Salesforce ↔ HubSpot | Out of sync by thousands | 46K+ contacts reconciled |
| Outreach tooling | Retiring, no adoption view | Sales Engagement + adoption dashboards |
| The relationship | — | Two-year embedded partnership |
Is your Salesforce org too tangled to touch?
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Client identifying details have been anonymized at the client's request. Metrics reflect the outcomes of a real engagement.