Case Study: How We Helped Stroud Homes Unify 40 Franchises with a Tailored Pipedrive CRM
When you’re building homes, consistency, communication, and control matter. At Motii, we had the privilege of helping Stroud Homes, one of Australia’s leading home builders, tackle a big challenge: aligning more than 40 independent franchises into one seamless, high-performing network.
Stroud Homes is known for its custom new builds, high-quality homes, and proactive client support. As the group expanded, so did the complexity. More franchises meant more systems, more data, and less visibility for their Head Office team. That’s where we came in.
‍The Growing Pains of Expansion
Each Stroud Homes franchise had its own way of doing things. The sales team in one region followed one process, while another had developed their own. Across the group, there were 40 standalone Pipedrive accounts, all operating independently. That meant limited collaboration, inconsistent data, and challenging reporting and forecasting.
As Steph Cusack from Stroud Homes put it,
“We were already using individual Pipedrive accounts throughout the Stroud group… While all the teams were following our set sales workflow, some had adapted it to their own processes and needed to be realigned with our new centralised approach.”
She added,
“The primary motivators for the switch were data collection, analysis, and utilisation. We wanted to get more into automations between Pipedrive and our custom portal. We already had some great systems, but we wanted them to be more efficient and integrated.”
Because their systems were fragmented, forecasting and performance tracking were manual and difficult. Each franchise performed well individually, but Head Office couldn’t easily see the bigger picture. Manual admin and lack of live data in their custom portal slowed everything down.
Partnering for a Better System
When Stroud Homes decided it was time to bring all the pieces together, they partnered with us at Motii, not just for a software solution but for a transformation.
From the start, we didn’t deliver a standard CRM implementation. We took the time to understand Stroud’s unique workflows, from initial enquiry through to construction. Every franchise had slightly different needs, so we focused on finding the right balance between standardisation and flexibility.
Steph recalls,
“The setup process was pretty rigorous. We were dealing with 40 different teams, personalities, and systems, so there was a significant amount of consultation required to bring everything together. The support from the team at Motii was unparalleled.”
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Our solution included:
Amalgamating more than 40 Pipedrive accounts into one global CRM.
Integrating the CRM with Stroud’s custom portal for real-time, accurate data.
Removing manual admin through automation and aligned processes.
Delivering full training and onboarding to every franchise team.
Providing ongoing support through MotiiCare, so the system continues to improve.
From Fragmented to Focused
Once the unified CRM went live, the impact was immediate. Stroud Homes could finally see how every franchise was performing, from enquiry through to contract and completion, with real-time visibility at Head Office.
Steph told us,
“Integrating Pipedrive into our custom portal was a real game changer. We already had sophisticated data analysis within the portal, but now it’s being fed by real-time accurate data and is completely live.”
She added,
“Our engagement with our teams regarding their sales processes has significantly increased. It’s allowed us to pinpoint issues with either their processes or staff quickly, and it’s opened up a dialogue with our sales consultants. Great ideas that once stayed within one team can now be implemented across the system for the benefit of the entire group.”
The result: confidence, clarity, and control across the entire network.
Empowering People, Not Just Systems
At Motii, we know that technology alone doesn’t drive change. People do. That’s why our partnership with Stroud Homes focused as much on training and culture as it did on tools.
We built communication and collaboration into every stage of the rollout. Working closely with Stroud Homes’ leadership team, we made sure every franchise understood not only how to use the system but also why it mattered.
This approach meant teams weren’t just connected by a CRM; they were aligned around a shared process and purpose.
Scaling for Growth with Confidence
Today, Stroud Homes has a unified system that supports its growth. Their new global CRM connects every franchise, delivering visibility, efficiency, and accuracy across the board. Head Office can now make confident, data-informed decisions, while local teams spend less time on admin and more time helping customers.
Steph sums it up perfectly:
“Now that we’ve got the right system, we feel incredibly confident and have grown the business after moving to the global CRM. If you’re still relying on manual processes, you’re mad. The time we invested in setting up the system pales in comparison to the time you would have wasted without it.”
The Blueprint for Growth
For any business with multiple teams or franchises, the challenges Stroud Homes faced are common. When systems don’t connect, teams lose efficiency, and leadership loses visibility. A well-designed CRM can change that.
At Motii, our partnership approach ensures businesses don’t just get a new tool. They get a smarter way of working. It’s about clarity, collaboration, and control at every stage of the job, creating systems that grow as fast as the business itself.
Stop losing time to manual processes and disconnected systems. Get in touch with Motii today to see how a unified CRM can transform your business.
Key Features: Custom workflows for the building industry, multiple pipelines, custom integrations, integrated CRM, real-time data, team management, campaigns, and ongoing support through MotiiCare
The promise of technology is scale, speed, and simplicity. But without discernment, CRMs and tech stacks drift toward complexity.The smartest SMEs know that more isn’t better. Better is better.So if you’re looking at your CRM today and it feels like a burden rather than a tool, it may be time to step back, strip it down, and rebuild with clarity at the core. Because growth won’t come from adding more. It’ll come from building smarter.
Pipedrive has just rolled out one of its biggest updates yet and it’s already making waves across the CRM world. Whether you’re a long-time user, just starting to explore your options, or somewhere in between, these updates are worth your attention.
