Migrate from The Real Estate Platform (REP) to Mailchimp

REP contacts migrate to Mailchimp subscribers by email as the unique key. Every REP contact property becomes a Mailchimp merge field or tag. Multiple REP contacts with the same email collapse to one subscriber — we surface this before migration and let you choose the primary record.

REP leads map directly to Mailchimp subscribers. REP lead status and lifecycle stage become merge fields since Mailchimp has no native lead-lifecycle concept. Lead source, lead score, and any custom lead properties migrate as merge fields. The migration treats leads identically to contacts — both become subscribers in Mailchimp with their REP attributes preserved in custom merge fields.

REP company associations do not create a separate object in Mailchimp. Instead, the primary company name migrates as a COMPANY merge field on the subscriber. If REP contacts link to multiple companies, additional company names are appended to the merge field or stored as a comma-separated list.

Mailchimp has no deal or pipeline objects. Deal name, amount, stage, close date, and owner do not map to any Mailchimp construct. We preserve deal data as a JSON-encoded string in a custom merge field for reference, but deal management requires a separate CRM post-migration.

REP listing objects (property address, status, price, MLS ID, listing agent) have no Mailchimp equivalent. Mailchimp's contact-centric model cannot represent real estate inventory. Listing data is excluded from the migration and must be managed in a dedicated property management or MLS tool.

REP agent profiles with role-based access and productivity metrics do not translate to Mailchimp. Mailchimp users are platform administrators only. Agent attribution on contacts migrates as a custom merge field so you can see which REP agent managed each contact.

REP named lists and segments map to Mailchimp tags applied to subscribers. If REP uses audience-level lists (separate contact pools), we create multiple Mailchimp audiences and map each REP list to its corresponding audience. Segments requiring compound filter logic become Mailchimp tags plus Saved Segments for rebuild reference.

REP tags with categorical values (e.g., property_type: condo, source: website) map directly to Mailchimp tags. Tag names are preserved verbatim. Multi-value tags (a contact may have multiple tag values) are handled by applying each value as a separate Mailchimp tag on the same subscriber.

Mailchimp merge fields do not support checkbox, multi-select, or URL types natively. We convert checkbox to text (true/false), multi-select to comma-separated text, and URL to text. If a REP property uses a multi-select with many possible values, we discuss with you whether to use tags or a text merge field.

REP email campaign subject lines and send dates are preserved as a custom merge field for historical reference. The actual campaign content and performance metrics do not migrate — Mailchimp's campaign reporting starts from go-live. This preserves the audit trail of what was sent from REP without transferring engagement data that would be meaningless in a new platform.

Mailchimp has no owner model. REP owner email assignments migrate as an OWNER_EMAIL merge field on each subscriber so you can attribute contacts to the REP agent who managed them. This is informational only — Mailchimp's user management is separate.

REP activity history (logged calls, notes, meeting records) has no Mailchimp equivalent. Mailchimp tracks opens and clicks on campaigns sent through its platform, but historical REP activity records are not transferred. We recommend exporting REP activity logs as a CSV for offline reference.