CASE STUDIES
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| Client | WestRock Appraisal Services |
| Industry | Real Estate |
| Location | United States |
| Service Area | Custom Software Development, API Integration, Social Media Marketing |
| Target Keywords | commercial real estate appraisal software, HubSpot CRM integration for real estate |
WestRock Appraisal Services, a commercial real estate valuation firm based in the United States, faced a significant operational bottleneck. The firm relied on a legacy Visual Basic valuation program and a proprietary internet-based property tracking tool that were not communicating effectively with one another or with their CRM system. As deal volume grew, manual data handoffs between these platforms created delays, introduced errors into appraisal reports, and made it nearly impossible for the leadership team to maintain consistent oversight across active engagements.
The absence of a centralized workflow meant that appraisers, data analysts, and client-facing staff were spending hours every week reconciling figures across disconnected tools. The company also recognized that its digital presence was not generating the quality of inbound leads it needed to compete in a market where buyers and sellers increasingly begin their search online. WestRock needed a technology partner who could address both the operational infrastructure and the digital visibility challenges at the same time.
White Polar Consultancy conducted a thorough technical discovery process before writing a single line of code. The team audited WestRock’s existing Visual Basic valuation program and identified opportunities to extend and strengthen the proprietary logic without rebuilding the entire system from scratch. This preserved the firm’s intellectual property while significantly improving the accuracy and speed of valuation outputs.
The most impactful technical work involved building a custom API integration between WestRock’s internet-based property tracking platform and HubSpot CRM. This integration eliminated duplicate data entry by automatically syncing deal stages, client records, and property data across both systems in real time. Appraisers could now access the latest client communication history directly alongside their valuation data, reducing the back-and-forth that had previously slowed deal cycles.
White Polar also undertook a comprehensive overhaul of WestRock’s website content and search engine optimization strategy. The team conducted keyword research targeting high-intent commercial real estate appraisal terms, restructured on-page content to align with search intent, and improved the technical SEO architecture of the site. Within months, WestRock began attracting more qualified organic traffic from business owners, lenders, and investors searching for credentialed commercial appraisal services.
