For those that offer commercial building services, the best way to deliver a marketing message is by going straight to property owners.
The problem, however, in most cases, is having the ability to find the necessary contact information needed to do so.
In this article, we’re going to discuss how commercial building service providers can find the contact information of their target property owners and use that information to build very specific, targeted, and powerful marketing strategies.
Commercial Building Services
From cleaners, to security companies, to construction, repair, energy providers, and on, the companies that offer commercial building services are a very diverse bunch.
Despite that diversity, when it comes to marketing those services, one major pain point they all share in common is being able to find accurate property owner contact information in a timely manner.
With that, we’re going to dive into how commercial building service providers can generate consistent leads through marketing.
The first step is unlocking owner contact information on the Reonomy Platform.
Find Property Owner Contact Information with Reonomy
First things first, in order to deliver your marketing message to property owners, you have to actually find their contact information.
And while that may seem quite obvious, what is not always obvious is the best way to do so.
With Reonomy, you can easily access the contact information for commercial owners, including the ability to see contact details for LLC members.
Reonomy Property Owner Search
Whether you already know the name of a property owner, or simply have interest in a particular property, finding property owners on Reonomy is fairly simple.
You can find contact information by searching for property owners based on their name, LLC, or property address.
Property Owner Search by Name
Upon entering Reonomy’s search platform, simply visit the “Ownership” search tab to begin your search.
There, you can enter the name of the owning person or LLC you’d like to find contact information for.
You can use the “TrueOwner name” search bar to lookup individuals, and the “Owner of record” search bar to lookup an LLC.
You can also search by a mailing address to reign in both LLCs and individuals.
You’ll be given a list of results for all of the commercial properties that have matching owner names, so it’s also helpful to add the necessary location and asset type filters to hone in more specifically on your target owner(s).
Based on the filters you add, you will be given a list of properties that have that person or company tied to it in any way—even if only through an LLC.
Once you see a property of interest in your list of results, simply click into the profile page of that property and visit the “Ownership” tab.
There, you will see the reported owner, which could be an LLC, individual, or group.
Again, if the reported owner is not the same as what you’ve searched, it simply means that the name is associated to that property in some way, or could simply be hiding behind the owning LLC.
In the “Ownership” tab, you can then click “Unlock TrueOwner,” and you’ll be given all available contact information for the people associated with that property’s ownership.
Property Owner Search by Address
You can also search by property owners based on their mailing address, or their property’s address (if known).
To do this, visit the “Ownership” tab of Reonomy’s platform once again, but this time, use the “Owner mailing address” search bar to run your search.
From here, you’d follow the same steps as mentioned above to dive into an owner’s contact information.
Now, let’s say you know of a property but don’t know the owner. In this case, you can instead search for a property address.
Through that property address, you’ll be brought to a property profile, where you can again take the same steps mentioned above to first find the owner of that property, then access their contact information.
To see a more detailed breakdown of how to find property owners before getting their contact information, visit our previous article.
How to Tailor Your Marketing Message to Property Owners
Once you have the contact information of your target property owner, you can now draw your focus heavily to studying their properties.
This enables you to build incredibly specific, valuable marketing messages.
To tailor your marketing message to property owners, it’s best to utilize a variety of marketing channels. The strategy for each channel, as well as the strategy for each type of service provider on those channels, can look quite different.
Below, we’ll run through powerful strategies for marketing various types of commercial building services to property owners by using an optimized website, email, and direct mail campaigns.
Optimize Your Web Content
A well-designed, SEO-friendly website is fundamental to your success as a commercial property service provider. A locally-optimized website can help bring in a high number of qualified, engaged leads in your area.
You can easily optimize your web content to boost the number of local leads you acquire with a handful of simple tweaks.
To begin with, it’s important to include details of your location on your homepage and in your homepage title tag. If you serve several different locations, you can also include a separate page for every area you provide services for.
Furthermore, it’s also important to include a number of links to local businesses, websites, or government agencies, to boost your local SEO rankings.
All commercial business service companies should also ensure that their local SEO game plan also includes external coverage.
For example, if you are an HVAC service provider, you may like to include your business details in a local HVAC marketing directory, or a generalized local business directory such as Yelp.
Website design is one of the most important elements of a successful marketing strategy.
Your website should be stylish and include the following:
- Easy navigation
- Fast loading times
- Your direct contact information
- Clear calls to action
- Detailed information on your services
All of this together can boost the presence of your business online and generate higher levels of interest in your services.
In addition, you can enhance the number of conversions you see by including social proof in the form of testimonials, affiliations, awards, certifications, and the incorporation of your past and present clients’ logos on your homepage.
Case studies are also an excellent way to demonstrate the services you offer and the positive outcomes that you generate for your clients.
It’s important to test your website for design appeal, ease of use, and load time on mobile, as well.
Content Marketing helps build your online presence as an expert, and builds rapport and trust with both potential and current clients.
This includes blogs, social media content, research reports, videos, and white papers.
Content marketing can be used to help educate property owners on how to utilize your services to enhance the safety, efficacy, or comfort of their commercial property.
Your content topics are best informed by researching the pain points and business goals of property owners.
For example, if you are focusing on solar marketing, you may want to provide rich and informative blog or video content on the latest energy innovations and how they can be incorporated by property owners to enhance efficacy.
You can help drive traffic to your website by sharing your videos or blog posts on external platforms, through guest blog posts, social media postings, or advertising partnerships.
Furthermore, your content should be optimized for SEO to help property owners find your website.
You can increase your search engine rankings by consistently creating high-quality content that makes use of keywords and includes a rich variety of outbound and inbound links.
Utilize Email Marketing
Email marketing can help you directly reach property owners and help differentiate your business from the competition.
With email marketing, you can provide detailed information as to your knowledge, experience, and the value you offer above your competitors.
By reaching out to property owners directly, you’ll boost your conversion rates, as the advertising of your services won’t get lost in the lurch; or wind up in the hands of someone without the power and incentive to follow up with you.
An effective marketing email should be kept short and sweet, providing a brief introduction to your services, a demonstration of some quantifiable results that you’ve achieved for clients, plus some direct references to your target’s ownership portfolio.
Use the owner’s name and include a reference to their business, such as a compliment on a new business win or provide value by offering a news piece, personal blog post, or report relevant to their location, interests, or asset class.
This personal touch will differentiate you from spam mail, building rapport and trust.
Send Postcards and Direct Mailers
While much of modern marketing now takes place online, direct mail can still be an effective way to market your services directly to property owners.
The popularity of digital marketing can mean that an appealing direct mailer or postcard can help you stand out from the competition.
You can use Reonomy to find granular information on property owners, which can be included in your mailout to generate rapport and directly address their interests.
Reonomy can also be used to help you draw up a targeted list of prospects and their contact details.
A direct mailer does best when it includes a discount or direct call-to-action. Give commercial property owners a reason to reach out to you.
Your offer or discount works best when it is time sensitive, as this will create a sense of urgency and push your prospect to act. Be sure to include clear contact information on your mailer, as well.
Your direct mailer or postcard should be appealing to the eye. Online design programs or a graphic designer can be used to design unique, charming designs.
A beautiful, high-quality design will go far in enhancing the perceived value of your direct mail piece.
Marketing Ideas for Specific Commercial Building Services
Based on the type of commercial building services you offer, the way you approach your marketing strategy can vary quite a bit.
Let’s look the steps that different service providers can take to build powerful marketing strategies.
Commercial construction marketing requires that a strong, professional aesthetic take centre stage to differentiate a business from the competition.
Professional photographers or high-tech photography equipment and editing software are a smart investment that can help showcase your best work.
Posting photos of your projects as they progress, as well as the finished result, will allow property owners to gain insight into your processes and typical timeframe.
Direct mail is a great way to showcase your projects, as you can include impressive shots of your latest undertakings to draw CRE property owners in.
You can utilize social media and content marketing to generate interest in your business by sharing news, advice, and business announcements.
Video content can also be used to engage property owners and infuse your brand with more charm and personality. Video content can bring to life a commercial property service that often remains ‘behind the scenes.’
Educational and informative videos can be paired with site tours and team introductions to appeal to a diverse range of CRE property owners.
The ideal way to optimize your HVAC marketing strategy is to tap into the seasons.
As a provider of heating and air conditioning, tailor your HVAC marketing campaigns to the season by advertising for heating when colder months are around the corner, and vice versa.
You can also use the seasons to guide your content offerings, writing helpful blog posts on tackling seasonal challenges and tailoring your imagery to compliment your written content.
Energy services are vital for the majority of commercial real estate owners.
As an energy service provider, your end goal is to ensure that your marketing materials are found by your target audience and that your message is more compelling than that of the competition.
Directly reaching out to property owners through email marketing, cold calls, and direct mail can ensure that your brand’s message reaches property owners before your competition.
An enrollment campaign, providing fast and easy sign up, can also win over busy property owners and lead to a higher number of service plan sign ups.
In the end, no matter what service you offer, successfully marketing your commercial building services to property owners depends on you having the right information to build value relevant to them.
With Reonomy, all of the information you need to learn about property owners and eventually contact them can be had with a mere few clicks.