Real estate markets ebb and flow, so to be successful in the industry, it’s important to have a strong pipeline of projects to withstand the ups and downs. But finding leads isn’t easy, especially as a commercial contractor. This is particularly true for those who are relatively new in the industry.
We’ve created a comprehensive guide for contractors looking to generate new commercial construction leads. Whether you’re in search of new building projects or ultra-specific repair jobs, this guide will help you navigate the process of commercial construction lead generation.
Commercial Construction Leads
Establishing new contacts is critical for any commercial contractor that wants to be successful. It requires sourcing new leads, connecting with those leads, and building trust before even going to bid on a project. It’s a time consuming and often daunting process.
Knowing how to find commercial construction leads is the first step in the right direction, so we’ll being showing how to do so with the following:
Get Leads from the Reonomy Platform:
- Search Properties by Location and Asset Class →
- Analyze Building and Lot Characteristics →
- Find the Most Recent Sale Date →
- Access Owner Contact Information →
Commercial Construction Marketing:
Lead Generation Services:
How to Get Commercial Construction Leads
There are a number of ways to source commercial construction leads. Thankfully, there are several tools and resources available these days to make the process easier. You’ll want to start by identifying a reliable source for commercial construction projects.
Say you’re in the business of repairing medical buildings in the Greater Boston area. Where would you begin looking for potential projects? Let’s run through some possibilities.
Get Construction Leads with Reonomy
Reonomy Prospect is a great place to start.
The platform allows you to search for properties of a specific asset type, in a specific location, that have a certain set of building, lot, and transactional characteristics.
Instead of buying poorly targeted leads or relying on word-of-mouth for new business, Reonomy can be used to find hyper-targeted repair or new construction leads in a matter of minutes.
For more context, let’s look at an example.
Search Properties by Location and Asset Class
You can begin your lead search by entering your target location and asset type. As mentioned above, we’ll use medical buildings in Boston as our example here.
In the Location tab of the Reonomy search platform, enter “Boston” into the City entry section. Then, in the Asset Type tab, select the “Medical Building” box found in the “All Office” section of filters.
From there, you can begin to dive into the building, lot, sales, and ownership characteristics of the properties.
Analyze Building and Lot Characteristics
When using Reonomy, the building and lot information you can find on any property includes:
- Building Size in Square Footage
- Lot Size in Square Footage or Acreage
- Building Age
- Building Renovations
This information can be searched by using the Building & Lot filters present in Reonomy’s platform.
This information can also be seen upon clicking into any individual property’s profile page from your list of search results.
On this page, you’ll be able to see the asset type, lot area, zoning, whether the property is in an Opportunity Zone, the year the building was constructed, its most recent renovation, number of stories, units, and much more.
By scrolling freely within the integrated Google Map, you can also get a 360-degree and aerial views of all prospect properties.
You can find properties that fit the asset type, building size, and structural needs of your construction business. You can also identify properties with old buildings, or buildings that have not been renovated in a long time, and are therefore likely in need of repairs.
From there, you can dive into the sales and ownership history of that property to further qualify your list of properties as leads.
Find the Most Recent Sale Date
By using the Sales tab of search filters, or by visiting the individual profile page of any property, you can also find the most recent sale date of a commercial property.
Quite simply, for those looking for jobs in new construction, you can use this information to identify brand new property owners. In this case, you’d be identifying property owners of Boston medical buildings that have purchased a property anywhere within the last 90 days, to within a year.
To do that in your property search, simply add a filter for “Most recent sale date.”
If you come across a property of interest without having added this filter, you can simply enter the Sales tab on the profile page to see that properties sale history, and whether or not it has been sold recently.
At this point, you will have decided whether or not the property at-hand is a lead. Despite that, with Reonomy, you can continue through to your outreach effort by analyzing the ownership details of that property.
Access Owner Contact Information
- Current Owning Individual or LLC
- Owner Contact Information
- Full Owner Portfolio
Once again, by visiting the profile page of a property of interest, you can simply enter the Ownership tab to see the reported owning entity. From there, you can click “Get Contact Information” to see the contact information of the owning party, including LLCs, individuals, and those associated with the owning-LLC.
You can also run an owner search to fully dive into that owner’s portfolio, to see if they have more similar properties to the one you’re interested in, giving you a chance to win business in bulk.
In fact, all of this can be done in bulk, as you can always export a leads list of properties and owners from your list of results. To find out how to do that, visit our previous article.
Commercial Construction Marketing
There’s no one-size-fits-all approach to commercial construction marketing. Indeed, there are several techniques you can use to generate commercial construction or contractor leads on a regular basis.
One of the best ways to establish yourself as a leader in the marketplace is by creating online content that’s of high value to your audience. For instance, if you’re in the commercial landscaping business and serve the Buffalo, NY area, you might want to start putting together some content that commercial property owners would find useful this winter season. That might include how to winterize vacant properties, tips for negotiating a new snow removal contract, or how to prevent or fix ice dams.
Creating the content is the first step, but then you need to know how to push it out to your audience. Again, this is where Reonomy can be a great resource. Take that lead generation list you created and blast your growing network with this content. But remember: be selective with the types of content you send and how often you send it. You don’t want to annoy potential customers!
Social Media Marketing
Another way to find commercial construction leads is by connecting with potential customers on social media. Reflect upon your target audience, and then set aside some time to search for these people on Facebook, Twitter, Instagram and LinkedIn. Introduce yourself, your brand, and your services. Be friendly—not pushy. Just let them know who you are and what markets you serve.
Once you’ve connected with potential customers on social media, spend a bit of time each week engaging with their content (and others) on the platforms you’ve chosen to use. For instance, if you specialize in commercial restoration projects and see that a broker has listed a new property in Brooklyn that’s ripe for rehab, comment or tweet about one of the property’s unique features that you love. Again, don’t be pushy. You don’t need to say that you’d love to work on the project. Instead, just make a friendly observation about the property. It helps keep you top-of-mind amongst your audience.
And of course, don’t forget to share your newly created content on your social media platforms, as well. This is a great way grow your audience organically. People will begin to see you as a credible resource. You can share other’s content too, as long as you’re giving credit where credit is due.
Another way to generate commercial construction leads is through direct mailings. This can be a simple postcard that goes out to your target audience. Be sure your marketing collateral is specific, easy to understand, and thoughtfully produced (use high-res images, make sure there are no typos, include your contact information, etc.).
We recommend including some sort of offer in your mailing. Rather than just advertising your services, offer an incentive for people to call you. That could be a free property assessment, $500 off a new service contract, or 0% interest for six months on purchases over a certain amount. The options are endless so get creative!
In our opinion, one of the best ways to drum up business for your commercial contracting company is by attending industry events. This is particularly true if you operate in a single geography. If you’re a multifamily real estate developer in Boston, for example, you’ll want to attend the local events hosted by industry organizations like ULI, REFA, NAIOP and the Chamber of Commerce. You should consider attending Bisnow’s breakfast panels. These events usually draw hundreds of like-minded commercial real estate professionals, and are a great way to connect with others in the business who might have deals for you to consider.
Lead Generation Tools, Websites and Other Resources
Technology has made it easier than ever to find commercial construction leads. There are a few websites, in particular, that you can turn to when trying to drum up new business. Here are a couple to consider:
There’s no time like the present to bid on a new project – and that’s where BidClerk can be super helpful. BidClerk is designed to help commercial contracting companies find projects that are actively bidding out work – from HVAC maintenance contracts to infrastructure work, from building new elementary schools to assisting with the tenant fit-out in a new office park. BidClerk requires you to have a subscription, but this subscription pays for itself if you land even one new contract off the site!
ConstructionWire is a great source of information about commercial real estate projects that are either planned, permitted or already under construction. We really like ConstructionWire’s “Project Report’ feature that details where the project is in the construction stages, which is helpful for contractors looking to approach a potential customer or bid on a specific component of that project.
iSqFt uses a subscription-based model to help commercial contractors connect to and build relationships with others in the industry. The network boasts more than 500,000 members across the U.S. with professionals that range from general contractors to subcontractors, manufacturers, distributors and architects. Like the other platforms mentioned above, iSqFt also provides users with information about bidding opportunities in order to help users generate new commercial construction leads.
Building an Indestructible List of Construction Leads
If you became a commercial carpenter because you love working with your hands, or if you went into commercial solar because of your passion for sustainable energy, you may have little interest in the business development side of the business. We get it. You’re not alone.
But that doesn’t change the fact that generating new commercial construction leads is critically important for any commercial contractor that wants to run a viable business. We hope this commercial construction marketing guide is a valuable resource for you as you set out to prospect new customers.
Looking for more support? Contact us today. We’d love to share more information about the ways in which Reonomy can help you find the best possible new building and repair jobs.