Whether you’re already in commercial solar sales, or you are just now looking to add multi family or commercial property owners to your solar client roster, you likely could use some fresh ideas on how to generate targeted leads and successfully convert them into clients.
In this article, we’re going to show you how to do this by first, building a hyper-targeted lead list of property owners, and second, crafting a winning solar sales pitch.
|TABLE OF CONTENTS|
|1. Building a Lead List of Property Owners|
|1.1 Solar Lead Generation With Reonomy|
|2. Creating Your Solar Sales Pitch|
|2.1 Identify Powerful & Relevant Data Points and Insights|
|2.2 Build a Story-Driven Script|
Selling Solar Energy to Commercial and Multi Family Owners
Easier access to property data and owner contact information in recent years has completely transformed the nature of solar sales.
For residential companies, it has triggered a dissipating reliance on door-to-door canvassing as a primary driver of new business.
For commercial solar providers and installers, the availability of more data has made two major things easier:
- Gathering information and insights on owners and their properties
- Contacting decision-makers directly
Building targeted lead lists of property owners and creating incredibly personalized pitches for those owners has become faster and easier than ever.
Building a Lead List of Property Owners
It all starts with building your lead list, as first of all, you need to ensure that you are spending time selling to the right prospects. It is nice to know that you are reaching out to decision makers, but also that those decision makers are very likely in need of solar energy.
Building a hyper-targeted lead list of property owners is the best way to set yourself up for efficient outreach, and ultimately, solar sales success.
Solar Lead Generation With Reonomy
You can use the Reonomy platform to build a list of prospects in need of solar energy services in any U.S. county, and gather details and contact information, including phone numbers, email, and mailing addresses of both individual owners and members of property-owning LLCs.
You can start building your list by searching for your ideal property type. The platform includes the ability to search for commercial buildings, multi family, land, and many sub-classifications of each.
You can also search for those asset types based on their size and age.
Additionally, you should specify your target location. You can search for properties by state, city, MSA, county, neighborhood, street name, or using an exact address.
After applying the filters mentioned above, you’ll be given a list of all the properties that match your search.
You can also add filters for specific types of tenants, owners, and sales history (for example, if you are looking to find recent buyers). As a matter of fact, any combination of these filters can be added and removed as you please.
Once you’ve customized your search to your liking and you’re satisfied with the results, you can export the owner contact information of all of those properties in bulk.
Within the search results page, click the Export button to export the data to an Excel spreadsheet or a CSV file. If you prefer, the contact information can be broken out into a separate list for easier access.
Having owner contact information allows you to forego any interaction with gatekeepers, which can make your sales pitch much more effective.
Creating Your Solar Sales Pitch
Once you have your lead list in place, you can begin to craft your winning pitch.
A deal-closing solar sales pitch is one that combines an engaging story with powerful, relevant data points.
First, you need to research and identify the salient insights that’ll impress your prospects and catch their attention. Then, you need to construct a narrative around those facts and figures, framing your prospect as the hero of the story.
Let us explain this strategy in more detail.
Identify Powerful & Relevant Data Points and Insights
You need to highlight the insights that’ll prove your research diligence and expertise in solar energy. Include specific remarks about the owner’s portfolio as well as nearby properties.
In your pitch, you can reference:
- The number of properties they own
- The asset classes of their properties
- The property address(es)
- The size of the buildings and lots
- The year their properties were built and renovated
- The purchase date of their assets
- The tenants in their building(s)
Furthermore, point out the facts that explicitly prove the value of your offer. Examples include:
- The number of solar panels or wattage they might need
- The cost of the panels
- Estimated savings for a building of their size
- Total savings based on the percentage of energy coverage and number of panels
Most importantly, include references to your past solar implementations, using the same data points mentioned above to quantify the success of those stories.
This tactic would be especially effective if you can reference a past client located near the owner at hand, so you can point out the similarities in the amount of solar power that can be generated, the cost savings over time, and the potential property appreciation in the particular area.
When highlighting your experience, you can also mention the total square footage of the buildings you have serviced, the number of panels you have installed, and the projected energy savings you have delivered for those owners.
Typically, you will be reaching out to a large number of owners at once.
To save time when preparing your individual proposals, you can choose the data points you’d like to include, and simply plug in the precise numbers for each owner.
Just as you’d replace the name of the prospect in your pitch, you can fill in building sizes, addresses, dollar amounts, and geospecific tidbits, implementing them into the same template.
You can easily access all of this information within the profile page of any commercial or multi family property in Reonomy, or in your exported list of property owners.
You can now use all of the information you gathered to build a story-driven sales pitch.
Build a Story-Driven Script
While facts and figures can serve as the backbone of your pitch, it’s still important to tell a poignant story that keeps your prospect at the forefront.
In your pitch, build your prospect up to be the hero of the story, while backing up the narrative with data and real-world examples to validate your points.
Your pitch should be their story and in that story, your role is to simply be a helping hand in guiding them along the path to success.
They are the ones making the decision to save thousands in energy costs, and they are the ones saving the environment in the process.
Let’s look at a more specific example.
The biggest selling point for solar sales reps is typically the energy cost savings.
Instead of just telling a property owner that you can save them a ton on their energy bill over time, frame it so that they are consciously making the decision to do so.
Your prospect, a property owner, has an issue—they’re paying way too much in energy costs, and their building is producing high levels of emissions. Yet, they’re the only ones that can change that, with just a little bit of help from you.
And again, to make sure you’re harnessing the power of your research to full capacity, be really, really specific.
Tell them how much you can save them, and tell them how you’re going to do so.
Lets say you’re representing a PV panel installation company that focuses on supplying solar energy to office buildings of 20k to 30k square feet. You might say something along the lines of:
“I see that you own the property at 123 First Ave… Last year, the owner of 555 Seventh Ave—a 25k square foot building just a few blocks away from you in Bartley Ranch—had my company, ABC solar, install 940 LG PV panels. At 80% energy coverage, they’re in line to save more than $100k within the next 20 years. I think I can be a resource in helping you get similar savings on your energy costs and reduce your building’s emissions. Would you like to review some potential options?”
You’ve just given your prospect a ton of information within a few brief sentences. Additionally, your pitch is very specific, and very clear as to how the owner will benefit. All the while, they’re still in control.
Even though you are referencing another owner, your prospect can essentially infer the same outcome for themselves, therefore making them feel as though they are the subject of the story.
With a hyper-targeted list of property owner prospects and a detail-packed script like the one above, you can set yourself for successfully converting more leads into customers.