There are many essential steps to be effective in your lead generation efforts. From first identifying valuable leads, to building a leads list, to eventually reaching out to those leads.
In this article, we’ll be focusing specifically on optimizing the process of building a leads list.
Commercial real estate lead lists are the glue that bring lead generation and lead conversion together. A well-researched, well-organized leads list builds cohesion in your process of generating revenue. When filled with valuable leads and prioritized based on potential ROI, a real estate leads list can help you reach new levels of consistent success.
Leads in commercial real estate could be those looking to buy property, those looking to sell property, those looking for a mortgage, those looking for building services, and many others. With so many lead-types, there are many different ways to construct a leads list.
Below, we’re going to take a look at how you can find the perfect properties and owners to fuel lead lists of any kind, how to create and export that list, and how to integrate that list into the processes you already have in place. To do so, we’ll cover the following:
Building a Real Estate Leads List
- How to find property owners in your target audience →
- How to create a list of property owners →
- How to integrate your list of property owners →
Building a Real Estate Leads List
To build a valuable leads list, you need to be able to generate high-quality leads.
When looking for high-quality leads, there are two necessities. First, you must understand your target market to a tee. The better you understand your target, the more in-tune your lead generation processes will be.
Secondly, you need to know how to search and identify property owners and find the necessary information on them. These are two very important but separate tasks.
Here, we’ll be looking at how to identify and find the leads necessary to build a high-value list of property owners.
How to Find Property Owners in Your Target Audience
The very first step in building a leads list is making sure you have the right processes and resources in place to generate high-quality leads on a consistent basis.
The most customizable and granular way to search your market, is by running a property search on Reonomy.
By searching for and identifying properties of interest based on very specific details, you can find property owners with a high-potential to convert.
Reonomy’s web platform allows you to search for properties based on asset type, building and lot specs, financial history, and more.
You can search by location based on a city, county, zip code, street, or exact address. To do so, in the Reonomy search platform, simply enter the Location tab, and enter the location for which you’d like to search.
To search within that location for a specific asset type, you can visit the Asset Type tab, and select any combination of Reonomy’s asset type filters.
To get very granular, you can also search for properties based on their sales history, debt history, and building and lot characteristics. In these tabs, you can further filter your property search based on a property’s most recent sale price and date, most recent mortgage amount and date, as well as a number of building-level pieces of information like square footage, number of units, and so on.
Based on all of these specific criteria, you can identify properties with very specific characteristics, then access the ownership and owner contact information attached to those properties. This information can be used and included in your leads list (skip ahead to see how).
For those looking to buy or sell commercial properties, online listings sites serve as another way to find property owners within a specific market.
Given the ability to search and get in contact, albeit with a broker, listings platforms are reliable when looking for specific types of properties that are ready to sell.
Commercial property listings give you access to properties where the intent of the owner is not in question. On the flip side, however, they will never give you the opportunity to contact a property owner directly.
Whether online or in person, public property records can serve as a source for you to find leads based on a property’s address.
Accessing public property records can sometimes be more time-consuming than other options. When used efficiently, however, they can provide great insights into a property, and give you owner names and mailing addresses.
Public property records can be used to find property owner information, but will not include the phone numbers and email addresses associated with those owners.
Real Estate Content Marketing
Another great way to continuously generate high value leads for your list is to create highly targeted web content.
With search engine optimized content, property owners within your target audience will find their way to your website after searching the web based on their specific needs. By letting them come to you, it is more likely that they are highly interested in your services, therefore presenting a high potential ROI.
Creating a website with customized content will also allow you to bring in leads on a long-term basis, thus working as consistent fuel for lead lists.
How to Create a List of Property Owners
With effective lead generation processes set in stone, you need to take the next step to make sure that you are keeping track of those leads from first outreach to close.
Based on your lead generation sources, however, the way you compile your leads into a list can differ quite a bit.
Reonomy Real Estate Leads List
Once you have run a property search on Reonomy, you can easily export your search results as a list, straight from the platform. You can export a leads list from all of your search results, or by using the labelling tools to select only certain properties to include in your export.
To do that an on individual level, from any property profile page, simply click the link that reads, “Add label +.” To label properties in bulk, click on the “More” dropdown in your main list of results, then click “Label.”
To export a list of labelled properties, visit the “My Properties” tab within the Reonomy platform. From there, you can select the group of properties with your export-related label, and then export the list.
To provide some more context, let’s take a look at a very common example of someone using Reonomy to build a list of property owners:
Multifamily properties are one of the largest asset classes in the country in terms of total volume. Many markets are saturated with multifamily properties, therefore making targeted lead lists very, very important.
To build a leads list of multifamily property owners in any market nationwide, you need to start your property search with location and asset type filters.
If you were to search for all-multifamily properties in Asheville, NC on Reonomy, you’d come up with almost 3,000 results—a bit too hefty for a leads list.
To narrow that search down, you can add other filters based on the size and age of the building, the size of the lot, and the sales and debt history attached to the property and its owner.
Perhaps you’re looking for properties that specifically have between 5 and 10 units in total. By adding a unit range filter to your search, you’re now left with 156 results.
Let’s also say that you’re looking for properties with a most recent mortgage of in between $300,000 and $500,000. By adding that debt filter, you’re now left with only eleven results. At this point, you can add a label to your eleven properties to prepare them for export.
Using labels allows you to continue searching for properties without losing your target properties. Later down the road, you can add the same label to other properties, to continue expanding your list.
Now, once you visit the “My Properties” tab (as mentioned above), you’ll be able to view your list of Asheville properties, then run an export to generate a leads list of properties. Included in that list, will be the owner information on each property, an the option to include owner contact information on each property.
Buy Real Estate Leads List
Without these processes in place, commercial real estate professionals will often have to simply buy a list of commercial leads online.
Buying a real estate leads list gives you immediate access to a lengthy list of property owners that may be selling, looking for refinancing, and so on. These lists can often be expensive, however, and don’t allow for the same level of granular targeting available elsewhere.
How to Integrate Your List of Property Owners
Once you have your leads list, the last step is to integrate it within your existing internal property owner database.
The easiest way to do so is to utilize a commercial real estate CRM. By using a CRM, you can manage your incoming leads, marketing campaigns, as well as your growing list of existing leads.
By using a CRM, you can manage your entire database of commercial property owners. You can manage your incoming leads, as well as the inflow of leads from your marketing efforts. You can also upload CSV files of lists straight to your CRM—whether a list you’ve exported from Reonomy, or one you’ve purchased elsewhere.
If you don’t already use a CRM, doing so can also consolidate all of your lead sources into one, making it easier to keep track of them on a regular basis, helping you manage your communication with them, from first touch to conversion.
Organized & Efficient
In the end, the most efficient processes are ones that are organized and targeted. Your real estate leads list is exactly the way to be organized, targeted, and thus efficient in your lead outreach and conversion processes.
With Reonomy, real estate lead lists become easy to build and export, while saving you time researching and reaching out to low-quality property owners.