Real estate markets ebb and flow, so creating and maintaining steady relationships with property owners as a contractor is vitally important.
For those looking to connect with owners of different commercial asset types, we’ve put together a comprehensive guide on how to best generate leads in the real estate space and win more business.
Finding Better Commercial Construction Leads
You’ll want to start by identifying a reliable source for commercial construction projects.
Say you’re in the business of repairing medical buildings in the Greater Boston area.
Where would you begin looking for potential projects? Below, we’ll run through the possibilities, including:
Connecting with Prospects with Reonomy property intelligence:
- Identifying Prospects by Location and Asset Class
- Analyzing Building and Lot Characteristics
- Finding Recent Property Buyers
- Accessing Owner Contact Information
Commercial Construction Marketing:
Lead Generation Services:
Connecting with Prospects with Reonomy Property Intelligence
The Reonomy platform allows you to identify leads based on very granular characteristics, analyze buildings in-full, and get in touch with owners directly.
Instead of buying poorly targeted leads or relying on word-of-mouth for new business, Reonomy can be used to find hyper-targeted repair or new construction leads in a matter of minutes.
For more context, let’s look at an example.
Identifying Prospects by Location and Asset Class
You can begin your search for new business by entering your target location and asset type.
As mentioned above, we’ll use medical buildings in Boston as our example here.
In the Location tab of the Reonomy search platform, enter “Boston” into the City entry section.
Then, in the Asset Type tab, select the “Medical Building” box found in the “All Office” section of filters.
From there, you can begin to dive into the building, lot, sales, and ownership characteristics of the properties.
Analyzing Building and Lot Characteristics
When using Reonomy, the building and lot information you can find on any property includes:
- Building Size in Square Footage
- Lot Size in Square Footage or Acreage
- Building Age
- Building Renovations
You can see all of that information and much more when viewing a property card in your list of results.
You’ll be able to see the asset type, lot area, zoning, whether the property is in an Opportunity Zone, the year the building was constructed, its most recent renovation, number of stories, units, and much more.
By scrolling freely within the integrated Google Map, you can also get a 360-degree and aerial views of all prospect properties.
See specific roof types, building shapes, and other structural layouts, as well as properties that are old or haven’t been renovated in a long time.
Finding Recent Property Buyers
Quite simply, property intelligence makes it easy to see owners that have recently purchased a property and may be looking to make improvements/developments.
Again looking at Boston medical buildings, in this case, you could identify owners of Boston medical buildings that have purchased the property within the last 90 days, to within a year, and so on. Any date range works.
To do that, simply add a filter for “Most recent sale date.”
The Sales tab within any property card will show you the prior transactions of the asset and when they took place.
At this point, you should have a good scope of new leads in your market to reach out to.
Accessing Owner Contact Information
For any commercial asset type, Reonomy can show you:
- The current owning individual or LLC.
- Owner phone numbers, email, and mailing addresses.
- Other properties owned by the same entity/person.
In a property card, under the Ownership tab, click “Unlock TrueOwner” to see the contact information of the owning party, including LLCs, individuals, and those associated with the owning-LLC.
You can also search properties using an owner’s name to fully dive into their portfolio, to see if they have more similar properties to the one you’re interested in, giving you a chance to win business in bulk.
In fact, all of this can be done in bulk. You can always export a leads list of properties and owners from your list of results.
In fact, all of this can be done in bulk. Meaning, you can quickly generate a list for a mass marketing/outreach approach, instead of one-to-one.
To find out how to do that, visit our previous article.
Commercial Construction Marketing
There’s no one-size-fits-all approach to commercial construction marketing.
Indeed, there are several techniques you can use to generate commercial construction or contractor leads on a regular basis.
One of the best ways to establish yourself as a leader in the marketplace is by creating online content that’s of high value to your audience.
For instance, if you’re in the commercial landscaping business and serve the Buffalo, NY area, you might want to start putting together some content that commercial property owners would find useful this winter season.
A few example ideas:
- How to winterize vacant properties
- Tips for Negotiating New Snow Removal Contracts
- How to Prevent or Fix Ice Dams
Creating the content is the first step, but then you need to know how to push it out to your audience.
Again, this is where Reonomy can be a great resource. Take that lead generation list you created and blast your growing network with this content.
But remember: be selective with the types of content you send and how often you send it. You don’t want to annoy potential customers!
Reach out to them via email or social media to share new content they might find useful.
Social Media Marketing
Another way to find commercial construction leads is by connecting with potential customers on social media.
Reflect upon your target audience, and then set aside some time to search for these people on Facebook, Twitter, Instagram and LinkedIn.
Introduce yourself, your brand, and your services. Be friendly—not pushy. Just let them know who you are and what markets you serve.
Once you’ve connected with potential customers on social media, spend a bit of time each week engaging with their content (and others) on the platforms you’ve chosen to use.
For instance, if you specialize in commercial restoration projects and see that a broker has listed a new property in Brooklyn that’s ripe for rehab, comment or tweet about one of the property’s unique features that you love.
And again, don’t be pushy. You don’t need to say that you’d love to work on the project or anything like that.
Instead, just make a friendly observation about the property. It helps you relate casually to a prospect and remain top-of-their-mind.
And of course, don’t forget to share your newly created content on your social media platforms. This is a great way grow your audience organically. People will begin to see you as a credible resource.
You can share other’s content too, as long as you’re giving credit where credit is due!
Another way to generate commercial construction leads is through direct mailings.
This can be a simple postcard that goes out to your target audience.
Be sure your marketing collateral is specific, easy to understand, and thoughtfully produced (use high-res images, make sure there are no typos, include your contact information, etc.).
We recommend including some sort of offer in your mailing.
Rather than just advertising your services, offer an incentive for people to call you.
That could be a free property assessment, $500 off a new service contract, or 0% interest for six months on purchases over a certain amount.
In our opinion, one of the best ways to drum up business for your commercial contracting company is by attending industry events.
This is especially impactful for you if your company spans a large market.
If you’re a multifamily real estate developer in Boston, for example, you’ll want to attend the local events hosted by industry organizations like ULI, REFA, NAIOP and the Chamber of Commerce.
You should consider attending Bisnow’s breakfast panels. These events usually draw hundreds of like-minded commercial real estate professionals, helping you connect with others in the business who might have work for you.
Lead Generation Tools, Websites and Other Resources
There are a few websites you can also turn to to find available projects in your market and drum up new business.
A few to consider:
There’s no time like the present to bid on a new project – and that’s where BidClerk can be super helpful.
BidClerk is designed to help commercial contracting companies find projects that are actively bidding out work—from HVAC maintenance contracts to infrastructure work, from building new elementary schools to assisting with the tenant fit-out in a new office park.
BidClerk requires you to have a subscription, but the subscription will definitely pay for itself with even just one new contract from the site!
ConstructionWire is a great source of information for commercial real estate projects that are either planned, permitted or already under construction.
We really like ConstructionWire’s “Project Report’ feature that details what stage of construction a project is in, which is helpful for contractors looking to approach a potential customer or bid on a specific component of that project.
iSqFt uses a subscription-based model to help commercial contractors connect to and build relationships with others in the industry.
The network boasts more than 500,000 members across the U.S. with professionals that range from general contractors to subcontractors, to manufacturers, distributors and architects.
Like the other platforms mentioned above, iSqFt also provides users with information about bidding opportunities in order to help them generate new business.
Building an Indestructible List of Construction Leads
If you became a commercial carpenter because you love working with your hands, or if you went into commercial solar because of your passion for sustainable energy, you may have little interest in the business development side of the business.
We get it. You’re not alone.
But that doesn’t change the fact that generating new commercial construction leads is critically important for any commercial contractor that wants to run a viable business.
We hope this commercial construction marketing guide is a valuable resource for you as you set out to prospect new customers.