Vertus is Canary Wharf Group’s build-to-rent brand, offering high-spec rental apartments across 3 landmark residences in one of London’s most prestigious postcodes.

The challenge

By late 2021, Vertus had scaled rapidly to more than 1,000 apartments across 8 Water Street, 10 George Street & Newfoundland.

Demand was strong, enquiries were steady & the brand had clear commercial momentum. But their HubSpot setup had not kept pace with the scale of the operation.

HubSpot was in place, but its potential was not being fully used. Marketing & sales activity lacked the automation, structure & reporting needed to support a high-volume build-to-rent operation.

For a premium rental brand managing hundreds of apartments, this created several challenges:

Too much manual work across enquiry management
Limited automation across the leasing journey
Missed opportunities to move leads through the funnel faster
Disconnected systems limiting visibility
Untapped potential across HubSpot Marketing Hub & Sales Hub

Vertus needed a HubSpot setup that matched the ambition of the brand & the operational demands of luxury build-to-rent.

What we did

We started with a detailed audit of the Vertus HubSpot portal to understand how the system was being used, where it was underperforming & where automation could create the greatest impact.

From there, we redesigned key parts of their Marketing Hub & Sales Hub setup, creating a more connected operating model for managing enquiries, nurturing leads & supporting lettings performance.

HubSpot audit & optimisation roadmap

The first step was to map the existing HubSpot environment.

We reviewed the setup across contacts, forms, workflows, pipelines, reporting & user processes to identify what needed to change.

Audited the existing HubSpot setup
Mapped gaps across marketing & sales activity
Identified automation opportunities
Prioritised improvements based on commercial impact

This gave the Vertus team a clear plan for turning HubSpot into a more effective operational platform.

Marketing Hub & Sales Hub overhaul

We reworked the HubSpot setup to better support the way Vertus managed enquiries across its build-to-rent portfolio.

The focus was to make it easier for the team to capture demand, manage follow-up & move prospects through the leasing funnel.

Improved enquiry management processes
Created more structured lead progression
Built automation to reduce manual follow-up
Improved alignment between marketing & sales activity

This gave the team a cleaner, more scalable way to manage a high volume of prospective renters.

Operations Hub onboarding & Yardi integration

To improve data flow between systems, we onboarded Vertus to HubSpot Operations Hub.

This supported an important integration between HubSpot & Yardi, their property management system.

Onboarded Vertus to Operations Hub
Supported integration with Yardi
Improved connectivity between CRM & property management data
Created a stronger foundation for reporting & automation

This helped reduce system disconnects & gave Vertus a more joined-up view of the customer journey.

Training & best practice

Every improvement was supported by practical, hands-on training.

The goal was not just to configure HubSpot, but to make sure the team understood how to use it effectively day to day.

Delivered practical HubSpot training
Embedded best practice across marketing & sales users
Helped the team adopt improved workflows
Supported long-term use of the platform

This ensured the new setup could be adopted properly across the team.

The outcome

Vertus ended 2022 with every apartment let across its portfolio.

The improved HubSpot setup gave the team a stronger operational foundation for managing high demand, progressing leads & supporting faster lettings performance.

By optimising Marketing Hub, Sales Hub & Operations Hub, Vertus was able to better connect its digital operations with the realities of running a large-scale build-to-rent portfolio.

The project helped deliver:

More structured enquiry management
Improved automation across the leasing journey
Better alignment between marketing, sales & operations
A stronger connection between HubSpot & Yardi
A scalable CRM foundation for continued growth

Most importantly, Vertus had a HubSpot setup that matched the scale of the brand, supporting its position as one of London’s standout luxury build-to-rent operators.