How Qld Capital Turned a Tangled CRM into a High-Performing Marketing Automation Engine
The Background
Qld Capital’s Zoho CRM had become a patchwork of half-built workflows and dirty data, holding back a private lender that needed reliable lead nurture at scale. Mettro rebuilt the system from the database up, designed and wrote ten major campaigns, and integrated tracking across web, email, and CRM so the team finally had a marketing automation engine they could see, trust, and act on.
The Challenge
Qld Capital is a private lender funding property and development projects across Australia. As the business expanded, it became clear that the CRM setup in Zoho wasn’t keeping up. The platform was in place, and the team had built some of the workflows themselves, but the structure had become fragmented and inefficient.
Zoho is a powerful platform with a lot of functionality, but it can be challenging to manage well. Workflows weren’t operating effectively. Duplicate records and data issues were causing bounce problems and breaking segmentation. End-to-end structure to support sales and marketing simply wasn’t there.
That cost Qld Capital real ground. Leads were slipping out of nurture sequences, the team couldn’t trust the data in front of them, and growth was being slowed by a tool that was supposed to drive it. What they needed was a complex, inconsistent system turned into something clean, reliable, and ready to support the next stage of growth.
Our Approach
Mettro started with the database. Duplicates were merged, broken records corrected, and the contact list cleaned to the point where bounce rates and segmentation could be trusted again. Nothing else was worth building until the foundation was right.
From there, the team designed and built a full marketing automation stack in Zoho. Around ten major campaign workflows, evergreen nurture sequences, and triggered automations now follow a contact from first website visit through to long-term engagement. Every email was written, designed, and produced in-house, so the messaging, branding, and technical setup stayed aligned across every send.
Tracking was wired through the website, the emails, and the CRM, so the customer journey could be seen end to end. Custom dashboards and bespoke reports gave Qld Capital the views their team actually needed. Keyword research ran in parallel, feeding both campaign messaging and a forward content plan grounded in how their audience actually searches. The campaign build sits inside Mettro’s email marketing service, with the wider engagement run as part of an ongoing digital marketing and SEO relationship.
Mettro has worked with Qld Capital and their sister company, Mortgage Backed Investments, for more than two years, which meant the rebuild could move quickly. The team already knew the business, the audience, and the regulatory edges of property finance marketing.
The Result
Qld Capital now runs a marketing automation system that actually works. Bounce rates are down, click-through rates are up, and the internal team can see exactly which messages are working and which need work. The team is no longer bogged down by technical limitations or guesswork. Instead, they’re in an active improvement cycle, monitoring performance, optimising messaging, and refining their content and workflows based on real data.
Most importantly, the client has confidence in their system. They’re using the tools, tracking the results, and continuing to grow, with full visibility and support. That’s the real test of a CRM rebuild.
If your marketing automation isn’t pulling its weight, get in touch, and we can talk about what a rebuild would look like for you.
