How CRM Transformation Elevated Sales for a Custom Home Builder

Transforming CRM performance through data quality management and smart Salesforce optimization.

Background:

A premier custom home builder, known for crafting highly personalized residences with exceptional quality, launched a CRM transformation to elevate customer experience and drive better sales outcomes. As they scaled operations, the team discovered that poor data quality and CRM complexity were limiting segmentation accuracy, account visibility, and reporting reliability.

The Challenge:

Despite their high-touch approach to customer relationships, several CRM challenges stood in the way:

• 🧩 Disconnected Source Systems – Multiple Lines of Business (LOBs) contributed customer data, but integration was inconsistent and error-prone.

• ⚠️ Low-Quality Data – Inaccurate, duplicated, or missing data plagued the source systems.

• 🔄 Uncontrolled Third-Party Ingestion – External systems fed Salesforce without governance, introducing inconsistencies.

• 🛠️ Salesforce Complexity – Heavy customization created a cluttered data environment with limited insight into historical trends or lead behavior.

Solution: Data Quality and CRM Optimization With Routine

The builder partnered with Routine to resolve their CRM data challenges and strengthen sales operations from the inside out.

🔍 Data Quality Management

• Comprehensive data cleansing, standardization, and validation workflows were introduced across customer, product, vendor, and campaign data.

🔗 Controlled Data Integration

• Ingestion processes from third-party systems were redesigned with checks and validations to maintain data integrity across platforms.

⚙️ Salesforce Customization Audit

• Custom objects, history tracking, and tagging logic were audited to streamline performance, eliminate redundant fields, and improve usability.

Specific Fixes Enabled by Routine

• Orders: Introduced composite keys by analyzing attribute combinations when line items lacked identifiers.

• Vendors: Cleaned PO formats and flattened serial-number records for multi-asset entries.

• Activity Log: Converted unreadable text timestamps into standard datetime fields; filtered noise in activity-level fields using keyword logic.

Results:

🎯 Improved Customer Segmentation With accurate, harmonized data, the team could segment prospects more effectively—leading to more relevant outreach and higher engagement.

📈 Reliable Sales Reporting Better data led to accurate reports and dashboards, empowering leadership to make faster, smarter decisions.

⚙️ Streamlined Data Operations Integration bottlenecks were removed, third-party inputs were controlled, and system complexity was reduced—creating a cleaner CRM environment.

Conclusion:

Sales optimization starts with clean, controlled, and contextualized data. This custom home builder’s CRM transformation proved that effective segmentation, performance tracking, and customer insights all stem from sound data governance. With Routine , they turned Salesforce into a powerful, trusted sales engine.

📌 Ready to unlock better sales performance with data quality? 📅 Schedule a Demo with us today and streamline your CRM.