Migrate from The Real Estate CRM to Mailchimp

The Real Estate CRM contacts map directly to Mailchimp subscribers. Every record receives an EMAIL address (required), FNAME, LNAME, PHONE, and address fields if populated. Mailchimp requires contacts to belong to an Audience — we create or target the appropriate audience during migration.

The Real Estate CRM stores buyer/seller property type preferences as a custom contact property. Mailchimp has no native real estate field. We create a PROPERTY_TYPE merge field (text type) and populate it from the source property value for every migrated subscriber.

Budget range from The Real Estate CRM migrates as a text-type merge field. Mailchimp merge field names cap at 10 characters, so we truncate to BUDGET_RANG. Populated from source budget_range property on contacts who have entered price preferences. This preserves the original data while fitting Mailchimp's field name constraints.

The Real Estate CRM lead status values (New, Contacted, Qualified, Active, Closed) map to Mailchimp tags (LEAD_STATUS_NEW, LEAD_STATUS_CONTACTED, etc.) for segmentation. Status is also written to a LEAD_STAT merge field for use in email personalization. This dual approach ensures both tag-based audience filtering and merge field-based dynamic content in campaigns.

Agent assignments from The Real Estate CRM preserve as a merge field on each subscriber. This lets brokerages segment by assigned agent for team-based campaigns or route broadcasts to the right agent without rebuilding the assignment logic in Mailchimp. The AGENT_ID merge field maintains the connection between contacts and their assigned agents throughout the migration.

Lead source (Zillow, Referral, Open House, Website) migrates as both a LEAD_SRC merge field and a tag. Campaign targeting in Mailchimp can filter by lead source tag so brokerages can send source-specific nurture sequences without manual audience building. This preserves the attribution data for campaign analysis and follow-up strategies.

The Real Estate CRM category labels and tags migrate 1:1 to Mailchimp tags. Tags carry over as-is — no transformation. Tags serve as the primary segmentation mechanism in Mailchimp for behavioral and demographic grouping. This ensures consistent tagging across both platforms for ongoing audience management.

Mailchimp's SUBSCRIBER_STATUS timestamp reflects when a contact enters the Mailchimp audience, not the original CRM create date. We preserve the original create date from The Real Estate CRM as a custom datetime merge field for reporting continuity. This maintains historical accuracy for analytics and contact age reporting in Mailchimp.

The Real Estate CRM stores deals with stages, values, and transaction dates. Mailchimp has no deal or opportunity model — it tracks email engagement, not pipeline revenue. Deal records do not migrate; the data should remain in The Real Estate CRM or export to a separate spreadsheet for brokerage reporting.

Property listings, MLS IDs, and listing status stored as The Real Estate CRM objects have no Mailchimp equivalent. Listings belong in a CRM or property management platform. We can export listing associations as merge field data if contacts are linked to specific properties.

Call logs, meeting notes, property showing records, and email threads from The Real Estate CRM do not map to Mailchimp's activity model. We preserve activity history as a JSON blob in a custom merge field (ACTIVITY_LOG) for reference, but Mailchimp's native activity tracking covers only email sends, opens, and clicks.

The Real Estate CRM drip sequences and action plans are workflow logic, not data. Mailchimp Customer Journeys provides equivalent automation capabilities, but the logic must be rebuilt. We export your action plan definitions as a structured document your team can use as a Mailchimp automation rebuild reference.