Real Estate Leads

Everything you need to know about real estate lead generation.

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Finding commercial real estate leads remains central to the success of any individual or company involved in the transacting or servicing of commercial properties.

Whether you’re a solar installer, industrial property sales broker, loan originator, or anything in between, it’s simple—no leads means no business.

Throughout this page, we’ll discuss the different types of real estate leads, then show you in-depth examples of how you can utilize Reonomy as a commercial real estate lead generation platform in any US market.

About Real Estate Leads

In any industry, there are two broad types of leads—inbound and outbound leads.

Inbound Leads

Inbound leads are leads that come to you.

They are the result of your marketing efforts, whereby you create a website, content, and paid advertisements aligned with the interests of your target audience.

In an ideal world, that target audience sees that content, and is prompted to reach out to you, either by filling out an online form, sending an email, or calling directly.

It’s important to make sure those options are well-known to web visitors, also.

Include your contact information clearly on your site, and if you have a signup form, make it easy for visitors to access.

Kind of like this:


Find CRE Leads with Reonomy


Outbound Leads

On the other end of things, outbound leads are those that you reach out to in order to generate business.

In the case of outbound, instead of prospects finding you organically or through paid ads, you track them down yourself, reach out to them directly, and tell them a bit about your business.

In either instance, though, you need to make sure you’re qualifying those leads to make sure you’re connecting with property owners that make sense for your business.

An outbound lead has qualifications that you have decided are relevant to your objectives. Inbound leads can be vetted after they’ve reached out to you.

Common qualifiers for real estate leads include:

  • How many properties they own.
  • The type of property they own.
  • The size, age, and layout of the property they own.
  • Where they’re located.
  • Where their assets are located.
  • Transaction history.
  • Debt history and current standing.
  • Tenancy.

You can filter a property search for all of the above characteristics (and more)—on their own or in tandem—with the Reonomy Platform.

With different combinations of filter categories, a broker, roofer, and institutional lender can all find leads in a similar amount of time, in any US market.

Below, see how.

Real Estate Lead Generation

A commercial mortgage broker is always going to be looking to generate different leads than, say, an HVAC professional.

While that’s no surprise, it’s important to note that when using Reonomy, the process to finding property owners won’t be that different for any two professionals, even though they can find very different owners.

To cover all bases, we’ll go through the different types of real estate leads, then show how you can use Reonomy to find such prospects in your market, and at your preferred scale.

Below, see how to find:

At a high level, for all CRE professionals, to find real estate prospects that fit your criteria, use Reonomy to search by property type, building, financial, and owner characteristics.

You can search for properties and property owners with the following filters:

  • State, City, County, Zip Code, Street Name, or Street Address
  • Property Type (Ex: Multi-Family, Retail, Industrial, etc.)
  • Building Size, Area, Number of Units, and Year Built
  • Lot Size and Zoning
  • Sale Amount and Sale Date
  • Mortgage Amount, Origination Date, Maturity Date, and Lender

Once you understand the type of property and owner you’re looking for, and have determined which characteristics best suite your objectives, you can use different combinations of Reonomy sales and debt filters to find owners with very specific intentions.

For a quick summation of prospecting with Reonomy, watch the video below:

Finding Real Estate Investor Leads & Buyer Leads

Sales brokers looking for new clients and investors seeking investment partners will be looking for buyer leads.

Buyer leads can be identified on Reonomy through a portfolio search.

What does that mean?

Well, by finding property owners with similar assets to the one you’d like to sell, it’s much more likely they’d be interested in buying.

The second thing you could do would be to search for recent buyers and sellers.

Identifying property owners who have recently purchased or sold an asset like your own signifies that they’re either active in the market, or they have cash on-hand from a recent sale.

See how to search for properties by sales history below.

Finding Real Estate Seller Leads

Sales brokers and investors on the other side of the equation will also be looking for seller leads.

Seller leads can easily be found on Reonomy with the help of sales history filters or debt filters.

Sales history can show that a property has not been sold in a very long time, and debt filters can show signs of a distressed property.

Finding Buyer and Seller Leads with Sales History Filters:

Filters based on sales data can generate a variety of targeted real estate leads.

Sales data allows you to build lead lists of property owners who have recently sold a property, or those who have recently purchased a property.

The following sales filters can be applied in any property search:

  • The value of the most recent sale (exact or by range)
  • The most recent price per square foot (exact or by range)
  • Whether there was a sale within a specific data range
  • Whether there was not a sale in a specific date range
  • Whether the most recent sale was a multi-parcel sale

Searching Off Market Properties Likely to Sell on the Reonomy Platform

The first application of sales filters is to find leads of property owners who have made purchases recently.

Targeting recent property purchasers is valuable for:

  • Building service providers looking for owners that are motivated to make improvements to recently purchased property.
  • Brokers searching for buyers of other properties. A recent purchase may be the first of several for an investor looking to develop a portfolio.

Refine searches by adding filters on the type of purchase, the recency of purchase and the value of the purchase.

The second application of sales filters is to find leads of property owners who have recently sold a property.

This characteristic is valuable for:

  • Acquisitions brokers, it is a potential indicator of property owners that have cash on hand for further property acquisitions.
  • Service providers, this indicator combined with a portfolio ownership search could signal a likeliness of cash on hand for improvements to other properties.

Refine searches by adding filters on the type of sale, the recency of sale and the value of the sale. Sales characteristics also indicate the likelihood of a property re-listing.

Holding periods of a property serve as an indicator of likeliness to sell.

The average holding period of a commercial asset is 10 years—if there has not been a sale within the last 10 years, it can serve as an indicator that there is a higher likelihood that a property will sell.

Buyer/Seller Leads List for Sales Brokers

Sales brokers generate ownership lists to systematically prospect new listings opportunities.

Property owner leads lists for brokers are first and foremost specific to their niche or specialty. Lists are tailored for geography and asset class focus.

Sales brokers refine targeting by filtering for indicators that signal a property owner’s likeliness to sell. One common indicator is how long the owner has held the property for.

The average holding period of a commercial asset is approximately 10 years. Ownership periods beyond this can indicate an increase in the possibility that owner is prepared to sell.

Filtering by debt indicators is another popular refinement. Properties with some distress can signal an increasing willingness to sell.

Finding Commercial Mortgage Leads

Lender and debt brokers looking for mortgage and refinance leads can use Reonomy to see the debt history of a property, when mortgages were originated, when they’ll mature, lenders, and more.

Finding Commercial Mortgage Leads with Debt History Filters:

Filters based on debt data can generate a variety of targeted real estate leads. Debt data allow for the generation of lead lists of property owners who have signals of distress or an upcoming maturity date.

The following debt filters can be applied for targeting of real estate leads:

  • The most recent mortgage amount (by exact price or range)
  • Whether there was any debt originated in a certain date range
  • Whether there was no debt originated in a certain date range
  • Whether there is a maturity date between a certain date range
  • Whether there isn’t a maturity date between a certain date range

Searching Off Market Properties in Need of Refinancing on the Reonomy Platform

Filtering leads by debt characteristics can serve several benefits:

  • Debt brokers looking for refinancing opportunities. Knowing the interest rate of debt presents debt brokers the opportunity to refinance at a better rate.
  • Loan originators looking across an owner’s entire debt profile for future lending opportunities.
  • Sales brokers searching for potential listings. Debt can signal property distress—with distress there is an increase in the likeliness of needing to sell.
  • Investors looking for off-market opportunities. Since debt can signal potential property distress, investors could find investment opportunities at a below-market sale price because of the need to sell.

Refinance Leads List for Lenders and Brokers

Commercial mortgage brokers use ownership lists to systematically prospect refinance opportunities.

Debt brokers generate ownership lists that are first and foremost specific to their specialty, tailored for geography and asset class.

A lead list for mortgage brokers consists of property owners that have an existing mortgage with interest rate that the broker can refinance, or an upcoming maturity date.

Mortgage brokers can generate such lists through the following debt filters:

  • Filter by the lender, target a specific lender to know their offered rates.
  • Filter by debt origination date to know what rates were offered by the lender during that period.
  • Filter by maturity date to determine at which exact interest rate the owner locked into.

Finding Service Provider Leads

Service providers will all typically be looking for lists of leads that are property owners. The building and transactional characteristics attached to those owners may vary.

Different types of service provider leads include:

Click to visit our articles outlining how to find each type of service provider lead, or simply read on to see in-depth descriptions of how to do so below.

Leads List for Building Service Providers

Building service providers use lead lists to promote and sell services to relevant prospects.

A strong owner lead list is tailored to the focus of that service provider.

  • An owner lead list for solar energy installers could focus on owners that own properties that are in areas where it is difficult to get grid power to.
  • A property owner lead list for commercial roofers could target prospects that own properties that haven’t been renovated in a number of years, or own a building of a certain size.
  • An ownership list for window cleaning companies could target owners that own buildings of a certain number of stories.

Building Your Real Estate Leads List

Ownership lists are top of funnel lead lists. They contain target property owners and their contact information.

A leads list could be anything from a handful of contacts to several thousand. Effective property owner lead lists are highly targeted and relevant to your business.

Create an effective lead list of property owners in three steps:

  1. Run a tailored search for property owners, filtered by the characteristics of the properties they own.
  2. Save the results of the search and bulk label appropriately.
  3. Export the results into a CSV file.

Lead lists serve as systematic tools for making contact with prospects. If you convert two percent of all prospects, a list of two hundred leads would set you up for four new deal closings.

The more specific and relevant the lead lists the higher your conversion rate is likely to be. Prospecting for relevant leads saves time at the point of making contact.

List of Property Owners by Asset Class

If your focus is on a particular commercial property type, tailor your property owner search to that property type.

Off Market Commercial Property Search on the Reonomy Platform

Apartment Building Owners List

Find apartment building owners across the U.S., refine your search by the number of apartment building units, building size, and geographic location.Search 728,472 apartment buildings to find apartment building owners.

Expand your search to other multi-family property types. Uncover 4,289,400 multifamily properties and their owners. Or, go more specific with your multi-family search, find property owners for duplexes, triplexes or mobile home parks.

List of Land Owners

Find landowners nationwide, search 25,869,758 vacant land parcels to find ownership information.

Refine your search by filtering owners by land type. Search for residential vacant land owners, commercial vacant landowners or multifamily vacant landowners.

Target your searches by filtering for lot size, last sales date of land and current debt on land.

List of Property Owners by Geography

Tailor your commercial property owner search to the state you work in.  Find property owners across your state.

California Property Owner Leads

Search 2,955,630 commercial properties in California to find property owner leads. Refine California property owner searches further by asset type, recency of purchase and property owner debt.

Find Californian multi-family property owners by searching 647,690  multifamily properties. Search 81,641 offices for office owners and find retail building owners from 165,832 Californian retail stores.

Texas Property Owner Leads

Search 4,283,704 commercial properties in Texas to find property owner leads. Refine Texas property owner searches further by asset type, recency of purchase and property owner debt.

Find Texan multi-family property owners by searching 142,203  multifamily properties. Search 2,077,632 Texan land parcels for landowners and find agricultural landowners from 1,231,245 Texan agricultural properties.

Florida Property Owner Leads

Search 2,920,089 commercial properties in Florida to find property owner leads. Refine Florida property owner searches further by asset type, recency of purchase and property owner debt.

Search 105,474 offices in Florida for office owners or 90,486 retail stores for retail building owners.

Property Owner Leads by City

If you focus on a particular city, tailor your lead prospecting by city. Find leads specific to your city.

Los Angeles Real Estate Leads

To find commercial property owners in the city of Los Angeles, search 193,345  commercial properties to find owners in Los Angeles.

To find multi-family property owners in Los Angeles, search 107,062 Los Angeles multi-family properties to find owners.

Houston Real Estate Leads

To find commercial property owners in the city of Houston, search 195,764 commercial properties in Houston to find owners. Uncover owners of 13,932 industrial properties, 2,903 apartment buildings, and 5,610 offices.

Chicago Real Estate Leads

To find commercial property leads in the city of Chicago, search 309,844 commercial properties in Chicago.

Search property owner leads in Chicago from 150,017 multifamily properties, 21,143 retail properties, and 13,591 industrial properties.


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