By Sam Viskovich, Vice President of Marketing
From the solar installers I’ve chatted with over the past few years, one roadblock consistently arises in our conversations — building a successful marketing strategy. With more interested consumers entering the market, it’s imperative for business owners to get the right message across to the right people. And, as the competitive landscape becomes increasingly saturated, the struggle to land business only intensifies.
At Reonomy, we know that with the right data, it’s easy to maximize your solar marketing strategy. Streamlined access to property intel, including accurate owner contact information, can help you bolster your brand, build your pipeline, and land your next deal.
1. Hyper-Targeted Lead Sourcing
Utilizing the right data, it’s easy to accelerate your prospecting process to quickly find the properties most likely to use your solar services.
It takes time and effort to maintain a pipeline of consistent, high-quality prospects—two resources that, unfortunately, not everyone has the luxury of exhausting.
We designed Reonomy specifically for lead generation with solar professionals and other service providers in mind. Reonomy harnesses physical, sales and ownership on more than 50 million properties across the country. Rather than canvassing a neighborhood for solar leads, Reonomy allows you to hyper-target properties you want to explore, be it based on location, asset class, or structural details.
Maybe you’re a solar contractor in the Phoenix, Arizona area — you can easily search for the assets that meet your exact needs. In this case, by searching for assets in the Phoenix metro that were built before 2000 and have sold in the last two years, you can find viable leads faster. More importantly, physically seeing each property’s roof allows you to confirm whether or not conditions might need your services.
I should also note each property is paired with ownership data to simplify outreach and serve up additional installation opportunities. Reonomy’s contact information includes accurate owner names, phone numbers, emails and mailing addresses, arming you with everything needed to connect with decision-makers.
You can also view an owner’s entire property portfolio and access every additional asset they own. Instead of potentially landing one installation job, the window of opportunity is significantly wider. Combined with the technology to confirm property specs, solar professionals can take back their time and find more leads.
2. A Warmer Cold Call
Padding your pitch with unique property and ownership details presents immediate value to property owners and helps you stand out from the competition.
Rich CRE data also provides a foundation for more personalized cold calls. Using the granular details uncovered in sourcing, you can elevate your cold calling scripts to better engage leads. Having this knowledge proves to prospects you’ve done your homework and have come to the table informed — something not everyone in the solar industry does. It also paves the way for more meaningful conversations. Using specific property details, like total building area or portfolio intel, you can present a one-of-a-kind business case that’s more worthwhile than just another sales pitch.
Maybe you’re reaching out to someone who owns four apartment complexes that haven’t been updated since 2003. With this intel, you can completely transform your pitch into something much more persuasive. Maybe something along the lines of:
“I see you own four apartment buildings in the area that haven’t been renovated since 2003. My business specializes in residential solar installation that can drastically reduce your energy bills across the four properties.”
The more personalized your talk track is, the more likely a property owner will understand your value upfront and want to take action.
3. More Engaging Direct Mail
Highly-personalized postcards, flyers and brochures spark engagement and give leads a reason to reach out to your company, rather than getting lost in the mail.
Though seemingly outmoded, direct mail is still a relevant form of outreach that still endures. Similar to cold calling, solar professionals have everything needed to personalize and segment their mailers to prospects, something that’s invaluable to securing new business. In fact, DMA reports that mailers that are customized to foster a 1:1 approach increase response rates 50 percent or more from recipients than those that aren’t.
Reonomy makes it easy to find accurate mailing addresses and leverage the power of nuance in your direct mail marketing campaigns, as you can personalize every message with transactional & physical insights for each property.
So, if you own a solar company that specializes in industrial installations in the Southwest region of the United States, you can search the Reonomy platform specifically for warehouses, industrial plants, and other buildings in this area and unearth associated owner names and mailing addresses.
By uncovering relevant insights, like the total building area, the date built, and even the type of the roof of each individual property, you’re armed with intel to maximize your sends. Instead of sending a blanket branded postcard, you can pepper insights in your message to say something like:
“Hi [First Name],
I noticed you own a 20,000 square foot warehouse — that’s a lot of space to be powering on electricity. Solar energy can help you cut energy bills significantly. Would you be interested in chatting?”
It’s no longer enough to rely on manual sourcing methods and marketing ploys; you need rich real estate insight to elevate your promotional strategy to new heights which will stock your lead pipeline with viable prospects and arm you with the intel needed to connect with customers.
Try Reonomy for free today. This is sponsored content from Reonomy.