Use HubSpot Help Maintain Broker Relationships
Your Brokers send one to three deals a year. How do you carry and develop the relationships between those Deals?
In This Lab Report
Four HubSpot plays that help maintain your Broker relationships between deals: automated status updates, connection reminders, capturing personal background, and a closed-won “case study”. Stop depending on any one person’s memory.
Why This Matters
Even a productive Broker sends you one to three Candidates a year. A couple of conversations a year is an acquaintance, not a relationship. The relationship grows or quietly dies in the long stretches between deals. Reps need tools to help them manage those relationships (on top of everything else they’re doing). When the details and triggers to reach out live only in memory, the relationships will suffer and everyone is worse off. HubSpot can help carry that load.
How in HubSpot
First, you need to track this correctly. Too many Franchises just store a Broker Network and Name as text on a record. That’s a terrible approach. You can’t automate anything against “IFPG” or “Bob Broker” sitting in a text source field.
A Broker needs a Contact record in HubSpot associated with their Network as a Company Record using an Association Label. Associate the Broker and Network to the Deal they bring using an Association Label.
Automate status updates as Candidates advance
Chasing for status is Brokers’ top complaint. Carving out time to write emails or send texts when a Candidate’s Deal advances is a stress for busy Reps. It’s also exactly the kind of thing HubSpot is great for. A Workflow triggered by Deal stage changes can automatically emails the referring Broker each time their Candidate advances. Automated doesn’t mean robotic. A note field on the Deal that the Rep writes can include specifics: “Great territory call, market looks really strong and she’s weighing securing 2 instead of 1. FDD in hand!”
Put your outreach cadence on a clock
Track the date of your last real conversation in a Last Broker Connection property on the Broker’s Contact record. Use a Workflow to create a Task for the Rep whenever that date crosses your threshold. Maybe 6 months for most Brokers, Quarterly for your best ones. This turns “oh, we haven’t talked in twelve months” into a regular reminder Reps don’t have to keep in their head or their calendar. Anniversary dates can extend the play too: the date of a Broker’s first Closed Won Candidate, or even a birthday, gives the Rep a reason to call that isn’t “checking in.”
Capture who the Broker actually is
The Broker relationship is still a relationship between people. Reps can keep a lot of this in their heads for the best Brokers and the latest wins, but not for everyone. Keeping notes about their personal story, background, and family doesn’t have to be a burden. Use a Personal Background property to the Contact record and capture those details from every call. Franchises using Call Catalyst AI get this property updated and maintained automatically from their calls.
Turn the first Closed Won into a case study
A Broker’s first Closed Won Candidate is the biggest moment in the relationship. Make it visible: track it on the Broker’s record. Aa standard FranDev Lab setup calculates a Broker’s Won Units, Won Deals, and Won Revenue automatically. Then send the Broker a templated case study built from the Candidate’s profile and call data: why the Candidate was a good fit, why they chose your Brand, and where the process could’ve been smoother. You’re equipping them for future wins.
None of this requires a rebuild. Set up the record structure first, then add the plays one at a time.
So…now what?
Open HubSpot and check: are your Brokers Contacts, or text or dropdown values? Fix that first everything here builds on it. From there, start tackling these plays. Reply if you need help.