Building a connected customer journey from first click to signed lease.
Leaselab came to me with strong growth goals but no marketing foundation. They had no automated systems or email setup, and leads were being handled manually by the sales team. This made it hard to track conversations or follow up consistently.
They needed more than ads — they needed a complete customer journey that connected every touchpoint from first enquiry to ongoing engagement.
The Challenge
Leaselab’s customer journey is complex. Leads can come from online forms or direct sales conversations, and every path involves multiple team members. Without automation, it was easy for prospects to slip through the cracks.
At the same time, the brand needed to look and sound consistent across every channel, from paid ads to onboarding emails.
The Approach
Paid Media & Creative Direction
To boost awareness, I developed a full suite of paid ads — including creative, copy, and taglines — all built around Leaselab’s bold, conversational tone. The goal was to simplify leasing, cut the jargon, and make finance feel approachable.
Campaigns ran across Meta and PMAX, with visuals and messaging tied back to Leaselab’s core idea: “Real Aussie experts, not robots.” Each ad was designed to build trust, spark curiosity, and position Leaselab as the friendly expert in an often confusing industry.
HubSpot Automation Strategy
With no automation in place, I mapped and built Leaselab’s entire CRM setup from the ground up. This included:
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Driver and Employer enquiry flows with conditional logic based on sales tags and entry points.
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Onboarding and renewal journeys for customers with active leases.
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Nurture and re-engagement flows for leads that had gone quiet.
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NPS and annual feedback loops to collect insights and encourage reviews.
The system connected directly with the sales team’s tagging process in HubSpot. When a rep applied tags such as Quote Sent or Application Submitted, the customer automatically entered the correct flow.
As a result, both online and sales-assisted leads followed the right journey — with clear triggers, follow-ups, and handovers that kept communication consistent.
The Outcome
The result was a complete communication ecosystem, from first ad click to signed lease.
Leaselab’s team now has a scalable HubSpot framework that manages onboarding, follow-ups, and renewals automatically. Each touchpoint feels cohesive, with consistent creative across ads, email, and customer messaging.
In turn, the new system saves time for the sales team, improves response speed, and keeps leads warm throughout the leasing process.
Takeaway
This project bridged the gap between marketing and operations — turning a manual process into a connected, automated experience that feels effortless for both Leaselab and their customers.
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