ASK4 is a specialist connectivity provider helping multi-tenant real estate schemes deliver reliable, high-performance internet across complex developments.
The challenge
As ASK4 scaled its commercial operation, its data became fragmented. Information sat across spreadsheets, Airtable & email, with no consistent structure or visibility.
This created real risk for a business selling into multi-tenant real estate. Each site has its own stakeholders, timelines & technical requirements. Without a connected system, the team struggled to:
- Track site-level activity across developments
- Maintain a clear history of proposals & changes
- Understand relationships between developers, operators & investors
- Forecast pipeline with confidence
The result was reliance on individual knowledge rather than shared systems. Growth was being limited by a lack of structure.
ASK4 needed a CRM that reflected how real estate deals actually work, not a generic setup.
What we did
We designed & delivered a HubSpot setup built around ASK4’s commercial model, turning their fragmented data into a structured, scalable system.
Custom objects aligned to real estate workflows
We built a set of custom objects to mirror how ASK4 sells into developments:
- Sites to represent individual buildings or schemes
- Requirements to capture technical & commercial needs
- Proposals to track every bid & variation
Each object was fully defined with tailored properties & clear associations. This gave the team a complete, connected view of every opportunity, from early-stage discussions through to signed contracts.
Instead of scattered data, ASK4 now has a structured record of every site, stakeholder & proposal in one place.
Airtable integration without disruption
ASK4 relied heavily on Airtable for proposal management, so replacing it outright would have slowed the team down.
We used HubSpot Data Sync to integrate Airtable directly into HubSpot, mapping both standard & custom objects. This allowed ASK4 to:
- Keep existing Airtable workflows in place
- Sync proposal data into HubSpot automatically
- Avoid manual duplication or data loss
This approach balanced continuity with improvement, ensuring adoption from day one.
Pipelines, automation & reporting
We built sales pipelines that reflect how ASK4 works with developers & operators, supported by automation & clear reporting.
Key elements included:
- Deal stages aligned to ASK4’s sales cycle
- Automated tasks to keep opportunities moving
- Custom views tailored to different roles
- Dashboards for pipeline, activity & forecasting
The focus was usability. The system needed to support daily work, not just store data.
The outcome
ASK4 now operates from a single, structured source of truth across its commercial team.
- 100% of site, stakeholder & proposal data centralised in HubSpot
- Full visibility across pipeline, improving forecasting accuracy
- Faster access to proposal history, reducing time spent searching for information
- Clear mapping of relationships across developers, operators & investors
- Improved alignment between marketing & sales teams
Most importantly, the system reflects the reality of selling complex technical infrastructure into multi-tenant real estate operators. The team can manage more opportunities, with more confidence, without adding operational overhead.
This has given ASK4 a scalable CRM foundation to support continued growth across the UK & Europe.
