Commercial Real Estate Leads
Everything you need to know about commercial real estate lead generation.
- Part One: About Commercial Real Estate Leads
- Part Two: How to Generate Commercial Real Estate Leads (for All Business Types)
Finding leads remains central to the success of any individual or company involved in the transacting or servicing of commercial real estate.
Whether you’re a solar installer, industrial sales broker, loan officer, or anything in between, it’s pretty simple—no leads means no business.
Throughout this page, we’ll discuss the different types of commercial real estate leads, then show some in-depth examples of how you can utilize Reonomy property intelligence as a way to generate commercial real estate leads.
About Commercial Real Estate Leads
In any industry, there are two types of leads from a high-level marketing perspective—inbound and outbound leads.
Inbound leads are those 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 your 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 of outreach are well-known and easily accessible amongst your web audience.
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:
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 through a web search or through paid ads, you track them down yourself, reach out to them directly, and tell them a bit about your business.
One reason that inbound leads convert at higher rates is because once you’re in contact with them, they’re already familiar with your business.
In either instance, though, you need to make sure you’re qualifying your leads to make sure you’re connecting with property owners that make sense for your business.
An outbound lead would be qualified before you reach out, while an inbound lead can be qualified once they’ve made a connection with your company.
Common qualifiers for commercial real estate leads:
- 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.
- Their transaction history.
- Their debt history and current standing.
- The tenancy of the assets they own.
You can filter commercial leads for all of the above characteristics (and more)—on their own or in tandem—using Reonomy property intelligence.
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, all with the help of property intelligence.
Below, see how.
How to Best Find Commercial Real Estate Leads
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 while discovering drastically different business opportunities.
To cover all bases, we’ll go through the different types of commercial real estate leads, then show how you can identify any type of prospect in your market, at your preferred scale.
Below, see how to use Reonomy to find:
- Investor & Buyer Leads
- Seller Leads
- Commercial Mortgage Leads
- Service Provider Leads (for Roofers, Contractors, Solar, and more)
For starters, 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 have a full profile of the prospect characteristics that best fit your business objectives, you can apply different combinations of filters to find owners with very specific intentions and/or needs.
For a quick summation of prospecting with Reonomy, watch the video below:
Finding Commercial Investor & Buyer Leads
Sales brokers looking for new clients and investors seeking investment partners can identify buyer leads 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 in your market.
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
On the purchasing-side of the equation, sales brokers and investors will often be searching for seller leads.
With property intelligence, there’s no need to go through a listings platform.
Sales history can show that a property has not been sold in a very long time, and debt filters can show signs of a potentially distressed property.
Finding Buyer and Seller Leads with Sales History Filters:
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 prospect 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
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 around 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.
Targeting recent sellers is valuable for:
- Acquisition brokers: It is a potential indicator of a property owner having cash on hand for 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 recent seller searches again 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.
For brokers, property owner lead lists are specific to their niche and/or specialty. They’ll also be tailored to a location and asset class.
Sales brokers refine lead targeting by filtering for indicators that signal a property owner’s likeliness to sell.
As mentioned above, one common indicator is how long the owner has held the property for.
Using the average holding period of 10 years, sales brokers can quickly discover properties with owners that are 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
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.
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:
- Construction Leads
- Commercial Cleaning Leads
- HVAC Leads
- Solar Leads
- Roofing Leads
- Commercial Insurance Leads
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 Commercial Real Estate Leads List
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.
You can create an effective lead list of commercial property owners in three steps:
- Run a tailored search for property owners, filtered by the characteristics of the properties they own.
- Save the results of the search and bulk label appropriately.
- 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 deals to be closed.
For some professionals, that’s a year’s worth of success.
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 and sub-type.
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.
Expand your search to other multi-family property types. Uncover more than 4 million multifamily properties and their owners.
Or, go more specific with your multi-family search and find property owners for duplexes, triplexes or mobile home parks.
List of Land Owners
Find landowners nationwide by searching almost 30 million vacant land parcels.
Refine your search by filtering owners by specific 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 and current debt.
List of Property Owners by Geography
Tailor your commercial property owner search to the market you work in and find property owners.
California Property Owner Leads
Search roughly 3 million commercial properties in California to find property owner leads.
Texas Property Owner Leads
Search more than 4 million commercial properties in Texas to find prospects of any commercial asset type.
Find Texan multi-family property owners by searching more than 150,000 multifamily properties, 2.5 million land parcels, and much more.
Florida Property Owner Leads
Search just under 3 million commercial properties in Florida to find property owner leads.
Search more than 80,000 offices in Florida, or 80,000 retail stores.