4,100+ Automations processed
Workflows successfully executed since February 2025, streamlining lead capture and distribution.
Saving 340 hours of admin through automation
Welborne is one of the UK's most ambitious new community developments, creating a sustainable garden village in Hampshire that will ultimately provide around 6,000 homes alongside schools, shops, healthcare facilities, business space and extensive green infrastructure. Designed with a long term vision, Welborne combines traditional placemaking principles with modern sustainable living to create a thriving community where people can live, work and connect for generations to come.
Led by Buckland Group as master developer, Welborne is focused on delivering more than just housing. With over 50% of the development dedicated to green space and a strong emphasis on connectivity, biodiversity and community wellbeing, the project represents a new approach to large-scale residential development that prioritises quality, sustainability and lasting social value.
Workflows successfully executed since February 2025, streamlining lead capture and distribution.
Estimated time saved based on cutting roughly five minutes of manual handling per submission.
High-intent leads generated across targeted campaigns on Google, Microsoft, Meta, and LinkedIn.
Welborne is a significant housing development in Hampshire and behind every development of that scale is a considerable operation - sales teams, property developers, marketing activity and a steady stream of enquiries to manage. The team needed a partner to take the pressure off the team with ongoing website maintenance and broader marketing support to promote an upcoming welcome centre launch. However, the most transformative service we provided wasn’t even part of the initial brief.
Website refresh & paid advertising
The first phase of the project focused on updating Welborne’s site to align with their new branding. Using comprehensive brand guidelines, Serenity worked to revamp the Squarespace website, ensuring it reflected the vision of the planned garden village and enhanced the overall user experience. The refreshed designed captured the essence of Welborne’s sustainable, thriving community, incorporating modern visuals and a seamless navigation structure to engage and inform potential home buyers.
With the website now optimised for both visual appeal and user experience, the next step was to drive targeted traffic through paid advertising. Working closely with Welborne’s Marketing Director, our paid advertising experts developed a multi-platform strategy to target key buyer personas across Google Ads, Microsoft Ads, LinkedIn Ads and Meta Ads. Given that homes were still in the planning and pre-construction phase, the strategy was focused on generating initial interest and building a solid audience base for future campaigns, rather than immediate property sales.
The digital advertising campaigns did exactly what they needed to, generating around 700 sign ups in the lead-up to the welcome centre launch, giving the sales team a pipeline to work on from day one. In the background, we continued to provide website development and content management support, keeping the Squarespace site current and working as hard as it could within the platform's limitations, without adding to Welborne's internal team's workload.
Uncovering the lead management problem
The problem nobody asked us to solve.
The most significant part of the relationship, however, developed from a straightforward question. Welborne asked whether their website leads could be connected to Mailchimp - a sensible request and one we could easily have answered with a simple yes. But when Stu looked at the wider picture of how lead data was being handled across the business, he spotted a bigger problem worth solving.
Every time someone submitted a form on the Welborne website, someone on the team had to manually forward that data to the individual sales teams at each property developer, and then on to Mailchimp and to whoever needed it next. It did work, but it was reliant on a lot of manual handling. With multiple recipients, marketing preferences to respect and third-party platforms with their own data requirements, the process was time-consuming, inconsistent and was becoming increasingly fragile as enquiry volumes grew. The risk of something being missed, or simply not sent quickly enough grew with every submission.
Systems integration & automation
Our systems design expert, Stu, mapped the complete data journey from the moment a form was submitted on the website through to every system and person that needed to receive it, Mailchimp and the two property developer platforms running on COINS software. Each had its own requirements and the COINS integration meant working directly with each property developer's technical team to define and test XML formatting before anything went live.
The solution was built around Zapier as the central automation layer with form submissions now flowing automatically into Mailchimp, and conditional logic applied to respect marketing opt-out preferences before any data is passed on. Simultaneously, formatted lead data is then delivered directly to each property developer's sales platform with no email forwarding, no manual intervention and no delay. This was an internal process that had previously depended on people remembering to do the right things at the right time, and it now simply runs itself.
Welborne hadn't come to us looking for a systems overhaul. But once the full picture was on the table, it was clear how much time and reliability the business stood to gain by doing it properly.
Zero reliance on manual input or email forwarding, drastically reducing the risk of human error.
Accelerated delivery of incoming enquiries directly to property developer sales teams for instant follow-up.
Complete confidence that every lead submission is handled uniformly, regardless of surge volumes.
The Welborne partnership is a good example of what happens when a team takes the time to look beyond the original brief. A question about connecting leads to Mailchimp became a fully automated data pipeline that has since processed over 4,100 submissions without a single manual step, saving an estimated 340 hours of admin along the way.
It's a partnership that reflects our promise in more ways than one. Around 700 leads generated ahead of the welcome centre launch gave the sales team genuine growth opportunities to work with, the automated pipeline delivered real efficiency by removing hours of manual handling from the business, and that same system now stands as an on-the-books asset, quietly doing its job with every enquiry that comes in, long after the initial brief was delivered.
Welborne didn't come to us looking for a systems overhaul, and they certainly didn't know to ask for it. It's something we knew to suggest.
If you're not sure whether your systems are working as hard as they could be, that conversation is always worth having.
If you're keen to learn more about this case study or have similar challenges, don't hesitate to reach out.
