Lifecycle Rebuild & Migration: B2B/B2C Real Estate Marketplace
Client: A B2B and B2C real estate marketplace
Services: Platform migration (SendGrid → Braze), lifecycle strategy, segmentation, data personalization, QA
Real Estate Marketplace
50+
email + SMS
touchpoints migrated
3
core user journeys rebuilt (buyers, sellers, agents)
0
message disruptions
during migration
A leading real estate tech company had outgrown its CRM setup. With three distinct user types - buyers, sellers, and agents - each needing different content at different stages, their SendGrid-based system couldn't keep up. Emails were built manually, updated in isolation, offered no way to personalize at scale or report on what was working.
I led the full migration to Braze, using it as an opportunity to rebuild the lifecycle strategy from the ground up.
Challenges
The team had 50+ active emails, each manually created and maintained separately across three user tracks. There was no unified system for segmentation, personalization, or performance reporting. The result: the team spent more time maintaining the status quo than improving the experience.
The migration also had to happen with zero disruption to live communications: users couldn't know anything had changed.
Approach
I treated the migration as a strategic reset, not just a technical lift.
Key highlights:
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Audited the full existing program and mapped distinct lifecycle journeys for buyers, sellers, and agent
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Rebuilt all journeys in Braze with segmentation and event-based triggers, replacing manual processes with automated flows
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Used Liquid templating to pull in real-time data: address, price, market trends, so content was relevant to each user's situation
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Conducted end-to-end QA in partnership with developers to ensure data integrity, event accuracy, and zero message disruption throughout
Results
The new messaging system gave the client a smarter, more scalable foundation with no interruption to live communications:
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50+ email and SMS campaigns migrated with full message history and structure preserved
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3 core user journeys rebuilt from scratch, tailored to buyer, seller, and agent behaviour
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Zero downtime: no live communications disrupted during the transition
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Campaign management time reduced by 67 percent; marketing could update and scale without developer support
Why It Worked
The migration wasn’t just a tech upgrade, it was a strategic reset. By rebuilding the messaging framework with clear segmentation and automation at the core, the team moved from maintaining a fragile system to running one built to grow with the business.
How It Was Built
A look under the hood at how the system was built, from personalized user journeys to automated workflows and lead magnets that bring it all together.
I mapped out flows for buyers, sellers, and agents, streamlined the messaging experience, and used gated content like webinars to bring the right people into the funnel at the right time.
