Value-First Team — Client Relationship

Southworth Development LLC

Operating as Southworth Clubs — southworthclubs.com

USS + VFT co-delivery

Snapshot

What they do

Southworth Development LLC, operating as Southworth Clubs — a portfolio of private residential and golf clubs including Abaco, Creighton Farms, Telluride (The Alpine Club) and TAC International. Seven clubs are modelled in the data.

How their buyer decides

A membership or real-estate decision taken over twelve to twenty-four months, often across more than one club. That long horizon is the fact every other decision here follows from.

Engagement

HubSpot architecture build — lead scoring, source scoring and enrichment, in Southworth’s own portal.

How it was built

Collaborative by design. Value-First Team and USS built the load-bearing engineering; Southworth’s own architect owns the pieces his team is closest to.

The relationship

A HubSpot architecture build with four defined outcomes — scoped as a build with a finish line rather than an open-ended arrangement, so what “done” means was agreed before the work started.

Built collaboratively by design. Value-First Team and USS carry the load-bearing engineering; Southworth’s own architect owns the pieces his team is closest to. That split is deliberate — this is a capability-transfer engagement, so the client sees the system built with them rather than handed over finished.

  1. Architecture sessions open — how members actually arrive, what the data can carry, and what a score would have to account for.

  2. The decision that shapes everything downstream: standardise on a Combined score rather than an engagement-only one, because a referral-led base would be systematically underscored by the ordinary approach.

  3. Delivery lead handover on 1 July. The Combined model built and documented through the punch-list session on the 8th.

  4. Enrichment verified working in production against live records, and the pre-deal architecture settled on HubSpot’s own lead object rather than a custom one.

  5. The working surface the sales team will use day to day, built out club by club with Abaco first.

Where they started

Their contacts do not arrive the way scoring models assume. Southworth’s members come predominantly through referral and in person — member introductions, brokers, events on the property — rather than through tracked digital forms.

That breaks the ordinary approach. A conventional engagement score depends on tracked behaviour: form fills, email history, site visits. Score this population that way and the best prospects in the book look cold, because a referral from an existing member never leaves the digital trail the score is reading for. The people most likely to buy would rank lowest.

What we delivered

The Combined scoring model

  • A Combined score rather than an engagement-only one — the deliberate answer to a referral-led membership base, so an offline introduction is not penalised for being offline
  • Four readings on every contact: a total Combined score, a Fit-only score, an Engagement-only score, and a nine-tier grade from A1 to C3
  • The grade is built so the letter reflects fit and the number reflects engagement — which lets a long-horizon buyer read as a strong fit who has not moved yet, instead of being averaged into the middle and lost
  • Source scoring — property-based groups scoring how and where a contact originated, which is what makes the referral channel legible to the model at all
  • Wealth and household enrichment, live in Southworth’s own portal and verified writing correctly against production records — so a referral arrives already carrying what the score needs to read

Built collaboratively, on purpose

  • The load-bearing engineering from Value-First Team and USS; the pieces closest to Southworth’s own team owned by their architect
  • This is a capability-transfer engagement — the system is built with the client rather than delivered to them, so what remains afterwards is a team that can change it

What changed

  • A referral-led membership base can now be scored without being penalised for arriving offline
  • Fit and engagement are readable separately, so a buyer eighteen months into a twenty-four month decision shows as a strong fit who has not moved yet — rather than disappearing into an average
  • Where a contact came from is now part of the score rather than context someone has to remember

In a sentence

Southworth’s members arrive by referral and in person, and a conventional engagement score would have ranked their best prospects lowest. We built a combined model that scores fit and engagement separately, with source scoring that makes the referral channel legible — and built it alongside their own architect, so the team can change it without us.

At a glance

Delivery

USS + VFT

Buyer role

Dir. Digital Strategy

Since

May 2026

Key contacts

Lisa HultquistChief Marketing Officer — decision-maker and economic buyerZack YeremianDirector of Digital Strategy & Experience — their architect on the collaborative buildKatie SchneckVice President of SalesJesse BarnesMarketing Projects ManagerHaleigh RohrHead of Sales, Alpine Club (Telluride)Suzanne BerenzDirector of Operations