Bricks & Logic Case Study: Sales Recruitment & Consultancy

Recruiting great salespeople is one thing. Giving them the leadership, processes, tools and support they need to succeed is another. For Bricks & Logic, 2point0 Group brought both together.

Since January 2026, 2point0 Group has worked alongside property technology business Bricks & Logic, supporting its BDM recruitment and delivering hands-on consultancy to strengthen the way its sales team operates.

The partnership demonstrates something we believe strongly at 2point0 Group: recruitment and consultancy shouldn't exist in isolation. There's little point hiring talented people into a business if the structure around them doesn't give them the best opportunity to succeed.

The challenge: growing a sales team and making it effective

Bricks & Logic wanted to grow its sales team. But successful growth required more than additional headcount.

As the team developed, so did the need for consistent sales processes, clear management expectations, effective onboarding and a defined approach to reaching and converting prospective customers. That meant addressing everything from who the team should target and how they should communicate, through to how salespeople were coached, onboarded and measured.

It was a challenge that needed practical commercial expertise, not simply a set of recommendations.

Starting with leadership

Paul Broomham, 2point0 Group co-founder, began by working with the Sales Director.

Through individual coaching sessions, Paul supported the development of management routines, performance expectations and a structured approach to leading the sales team. The objective was to build the management capability needed to support the team as it grew.

This mattered because even experienced salespeople benefit from strong leadership, meaningful coaching and clarity about what success looks like.

Understanding the customer before refining the sales process

One of the first priorities was defining exactly who Bricks & Logic should be speaking to.

Paul worked with the business to develop ideal customer profiles (ICPs), identifying the different decision-makers within estate agency businesses, including Branch Managers, Managing Directors and Finance Directors. Each has different priorities when considering new technology.

A Branch Manager may be focused on operational efficiency and their team's day-to-day experience. An MD may be considering commercial return and strategic value. A Finance Director may approach the same purchase through cost, risk and financial performance.

Understanding those differences informed a more relevant and targeted sales approach. The work included developing email outreach campaigns, multi-branch prospecting strategies and demonstration flows tailored to specific customer profiles.

Paul also provided usability feedback on the product, helping identify opportunities to simplify the end-user experience and support the sales conversation.

Turning individual sales skills into a repeatable process

Paul worked directly with the BDM team through individual and group coaching sessions. The focus was practical: improving outreach, telephone conversations, engaging decision-makers, delivering demonstrations and handling common objections.

The Bricks & Logic Sales Handbook

Alongside the coaching, Paul developed a comprehensive Bricks & Logic Sales Handbook, bringing together the core elements of the sales journey:

Prospecting and identifying opportunities
Customer-specific outreach
Running and closing demonstrations
Handling objections
Customer onboarding
Account management

Rather than relying on individual salespeople to develop entirely different approaches, the business now has a documented framework to support consistent delivery.

Making onboarding and performance management more effective

Recruiting someone is only the beginning of their journey.

To support new starters, Paul developed a structured onboarding suite, including a four-week plan, a day-by-day first-week programme, individual action plans and staggered monthly targets. A supporting manual for the Sales Director set out how the programme should be delivered and managed.

The Four-Pillar Performance Scorecard

Paul also created a Four-Pillar Performance Scorecard, built around:

Activity. Conversion. Account Health. Pipeline Quality.

The framework was designed to look beyond activity volume and provide a more balanced picture of individual performance. After all, a salesperson making plenty of calls isn't necessarily a salesperson building a healthy, sustainable pipeline.

Recruitment that supports the wider commercial strategy

Alongside the consultancy programme, 2point0 Group supported recruitment into the BDM team.

Understanding the commercial strategy, customer profiles, sales process and management expectations meant recruitment could be shaped by the way the business actually needed its people to operate. The work also included creating a multi-stage interview process for a senior BDM / Strategic Partnerships Manager role, focused on selling into larger, multi-branch agency groups.

This is where combining recruitment with consultancy offers a particular advantage: the people strategy and the commercial strategy can be developed together.

The results

Bricks & Logic reported a clear improvement in candidate quality, alongside an increase in candidate volume. The business also reported strong outreach performance following the introduction of defined daily activity requirements.

Just as importantly, the engagement delivered practical outputs – onboarding programmes, coaching structures, documented sales processes and performance management tools – that continue to support the team.

When asked what they valued most about working with 2point0 Group, Bricks & Logic highlighted:

"End to end support in getting the sales team built and running."

And their description of the experience?

"Knowledgeable. Pleasant to work with. Value for money."

The bigger picture

For Paul and the team at 2point0 Group, this is what effective consultancy should look like. Not simply identifying problems, presenting recommendations and leaving a business to work out how to implement them – but getting close enough to the people and the operation to understand what's really happening, putting practical solutions in place and staying involved as those changes become part of everyday working life.

Whether a business is building a sales function from scratch, developing its management team, improving conversion or preparing for its next stage of growth, the principles are similar.

The right people. The right processes. The right leadership. And the support to bring them together.