RestorationHQ Pioneers Risk-Based Sales with HubSpot

RestorationHQ needed HubSpot tailored to the restoration industry’s unique, risk-based sales model.

Aligning HubSpot to RIPS

Owner Sergei Guk was trained in the "Restoration Industry Probe Selling (RIPS)" methodology, developed by Sanktum. RIPS emphasizes proactive relationship-building with property owners and asset managers whose buildings are most at risk for future restoration needs. Sergei wanted HubSpot configured so his sales could apply process consistently. 

Prioritizing High-Risk Properties

The RIPS approach requires reps to collect building data—such as age, size, staff engineers, and history of damage—to assess risk. Without a systematic way to track and prioritize that information in HubSpot, reps lacked clarity on which relationships to focus on.

Balancing Industry Tools vs. HubSpot's Flexibility 

While other restoration CRMs exist, they lacked HubSpot’s ease of use and modern UX. Sergei needed a partner who could tailor HubSpot to support restoration-specific workflows without sacrificing adoption or scalability.

SOLUTION

Tailoring HubSpot to the RIPS Sales Process 

New Breed customized HubSpot with risk scoring, automation, and integrations to enable RIPS-driven selling.

Custom Risk Scoring in CRM:

The New Breed team built a dynamic risk scoring system inside HubSpot using custom properties and workflows. Reps can log building data during “probe” meetings, automatically surfacing which properties should be prioritized.

Pipeline & Process Automation:

Automated deal stages align with RIPS-driven outreach, from first contact to long-term service agreements. Notifications and triggers support accountability and coaching across the team.

Integration & Data Hygiene:

Key integrations with job management tools like Albi ensure contract and service data feeds into HubSpot. A custom “Locations” object tracks every property under management for full visibility.

Relationship & Referral Enablement

Automated loyalty segmentation and account tiers ensure consistent outreach. A referral-friendly structure supports RestorationHQ’s reputation-driven growth model.