In Brief: Reonomy helps roofers find high-quality leads by specifically targeting commercial building owners/managers who will likely be in need of your services at some point now or in the near future. Here’s how to build your lead list with Reonomy and then how to win their business.
Since launching our National product, Reonomy has developed a growing user base of Commercial Roofers. These roofers are utilizing Reonomy to find new leads and grow their business.
This growing base has motivated us to put out the following blueprint.
We’ve broken the Blue Print into two parts – Part A looks at how our commercial roofers leverage the Reonomy platform to find commercial leads. Part B, will cover how roofers use the information Reonomy provides to win business.
Though before all that – what is Reonomy? Reonomy is a commercial real estate database consisting of 47m+ properties – that’s 99% coverage nationwide!
The power of the Reonomy platform lies in the ease of which the database can be navigated. Below we will show how filtered searches can uncover the leads most suited to your business.
Reonomy also provides extensive data on each property. At a building level, data includes sales history, tax info, lot size, debt history and most importantly – Reonomy goes beyond the LLC to find the actual owner and provide names, numbers, email addresses and mailing addresses.
To skip the reading and get acting – trial for free now.
Part A: How Commercial Roofers Use Reonomy.
The key to building a great lead list with Reonomy is the initial search criteria and applied filters. These are the common search filters that roofers use to build their lists.
1. Geographic Based Searches
Reonomy provides a range of geographic filters to ensure that you are working leads in your area.
The main filters here are street name, city, county, zip code and state. One of the more advance geographic searches is to search via our interactive map. Here you can search your local area through our map and all the commercial properties will appear as individual parcels on the map. You can click on any of these properties to uncover further info.
Another popular geographic filter is drawing on the map with a radius search (as seen in the screenshot below). For many roofers, they know the area they work like the back of their hand. They then simply draw it on a map and Reonomy will give you every commercial property that meets your remaining criteria.
2. Land Use Picker
The next common filter performed by commercial roofers, is to use the ‘land use picker’ or, in other words – optimize for their building class speciality.
An example of this can be seen in the screenshot below. For roofers focused on industrial/warehouses roofs they could select only industrial properties or even go more granular and pick the exact type of industrial property e.g. manufacturing.
3. Building Size
With many roofers targeting a certain scale of project, often roofers estimate this by filtering their searches by building area. In the example below, the search will filter for properties that have a square footage between 50k-100k.
Other building characteristics used by roofing companies include year built and year renovated.
4. Owner Portfolio Search
Shortly we’ll show the contact info that we provide for each property. Once you have one property owner’s information – you can perform a search via owner that will reveal the full commercial portfolio of one owner.
Many roofing companies love this tool, as it allows them to focus their lead acquisition efforts on the largest commercial property owners and develop repeat business.
There is no limit to the number of filters or the combination of filters in any one search.
For ease of building lead lists, Reonomy has workflow tools that allow you to bulk label target properties as well as exporting your final results into Excel.
Once you’ve built you’re lead list, or your target property, you now can uncover owner info, the image below is an example of the contact information of one property owner for one building.
At times, several individuals will be tied to the building. The contact information provided for these individuals will include phone numbers, emails and the mailing address for the owning entity. Next we’ll show you what to do with this information.
Part B: How roofers turn these leads into paying customers.
So now you’ve built your target lead list and uncovered the ownership contact info – the rest should be easy right?
Well, from many of the roofers we’ve talked to, outbound business is a new phenomenon. For many owner/operators customers have been referral/inbound. Here are the common ways that roofers have leveraged the information we have provided.
1. Email Campaigns
Email can be seriously cheap and although you should spend time in carefully crafting your copy it still makes for a great form of marketing with one of the best ROIs out there. For most companies, finding the emails to email is the expensive part – though you’ve got that sorted!
Not only can your message be delivered immediately, you also benefit from results that are fully analyzable through email campaign management software . Data feedback can include bounce, open and click through rates.
There are a range of email campaign management tools out there, Mailchimp is one popular, affordable solution.
Depending on this feedback, the structure of your email campaign can be changed and altered.
Common email variations/tests include altering between the number of recipients (mass emails and individual emails), the tone of the email (direct sales email vs. providing value like an article) and the sequence of a campaign (how many emails will you send to the same recipient).
2. Cold Calling
The most successful cold call campaigns for commercial roofing contractors are conducted by experienced phone marketers. The phone marketers conducting your campaign must be highly knowledgeable about your roofing business and ready to answer any question thrown at them.
In saying this, by using Reonomy – you know you have a highly qualified call list. – with several numbers for each lead. This should compensate cold callers who do not have the same experience as a phone marketer.
Dedication of team members who are focused on nurturing relationships with potential customers and adhering to strict guidelines for following up and tracking is required.
3. Direct Mail
Despite the power of the Internet, there are some roofing marketing strategies that have not gone out of style. Direct mail campaigns continue to be a powerful method for generating commercial roofing leads. A direct mail campaign can cost thousands of dollars, but if it lands you just one lucrative commercial roofing job, the campaign can pay for itself. In this marketing strategy, thousands of mailer pieces are sent out to targeted prospects within a given area, usually building owners or key contacts within a certain radius of mileage from a central location.
When they receive the direct mail pieces, it is likely that some of the targeted prospects will call up the roofing contractor who sent out the mail pieces, so they can discuss their needs or arrange for an inspection. While lest providing less feedback compared to email, at times it can have more cut throat to the recipient.
Reonomy provide the mailing address for the owning entity which will go directly to the owner/manager of that owner entity.
If you have read all this and want to put things into action, trial Reonomy for free.