How Property Intelligence is a Game Changer for Commercial Roofing Sales

What is Property Intelligence and Why It Matters to Your Business

In the commercial roofing industry, timing is everything. Whether you’re catching the tail end of a warranty cycle, spotting wear and tear before it becomes a crisis to the property manager and maintenance team, or getting in front of the right decision-maker before your competitor does — property intelligence makes this all possible by identifying and engaging with the right potential customer.

So, what is property intelligence?

Think of property intelligence as the actionable insights you need to see if a property is a good fit for your services.

It’s more than just data. It’s a complete picture of the target property.

1. Who owns it

2. Who manages it

3. What systems are installed

4. The permit history of the property

5. How big it is (square footage)

6. How much of it is occupied and by whom

7. Last but not least, determine whether it fits your ideal customer profile (ICP) or not.

By choosing the right property intelligence platform, you’ll also be able to see things like lead scoring and buying signals that tell your sales team who’s ready to talk — and who’s not (more on this in a moment).

For commercial roofing sales teams, this isn’t just useful information. It’s a sales accelerator.

With property intelligence, your marketing and sales teams can stop guessing and start targeting active buyers.

• Marketing can tailor content and messaging to real customer pain points.

• Sales reps can send timely, engaging, customized sales outreach that meets a potential customer’s needs and walk into meetings knowing who they’re speaking to, have an idea of what the building needs, and know when the timing is right.

The Benefits of Using Property Intelligence for Sales and Marketing Teams

Imagine your team walks into every prospect conversation with a full view of the property and the players involved - this is why these tools are game changers for commercial services sales.

Instead of trying to piece together disparate data from “windshield time” (driving for dollars), databases and list building tools, LinkedIn posts, county permit records, and news sources, tools like Convex bring together B2B intent data (buying signals), ICP or “fit data,” building information, and opportunity data to create a profile of high-quality sales prospects.

Property intelligence solutions like Convex, which are part of a broader category of sales intelligence tools, allow your team to:

• See who’s looking for your services

• Tailor your outreach based on their needs (property needs and signals that show “buying readiness”)

• Prioritize leads using lead scoring based on intent data & buying signals

• Accelerate the sales cycle by cutting down the time spent on research, prospecting, and outbound sales messaging.

• Stay synced with your CRM through integrations that keep everything current and up-to-date not only through the sales cycle but on a continuous basis.

This provides your team with visibility into the drivers behind a successful sales process and can shift sales prospecting from a frustrating hunt for useful information into a daily habit that drives faster, higher-quality conversations, and a better ROI.

Turning Leads Into Big Wins: How NXNW Uses Property Intelligence to Win More Commercial Business

For North by Northwest (NXNW), a commercial landscaping company in Austin, growing their book of business wasn't just about making more calls — it was about making the right ones.

NXNW knew their team could deliver top-tier service. What they needed was a better way to find and win commercial opportunities before competitors did. That's when they turned to a powerful stack of tools: Convex, PropertyIntel, and Aspire.

And the results? Big.

With Convex's Atlas tool, NXNW's team could quickly surface high-quality commercial leads and pinpoint the right decision-makers. Instead of chasing down contacts or relying on outdated information, they got what they needed in minutes.

PropertyIntel helped them measure and map properties without ever setting foot on site — cutting out time-consuming drive-bys and speeding up proposal turnaround. The team could now walk into a conversation with everything they needed to pitch with confidence.

Then Aspire tied it all together — streamlining estimates, proposals, and invoicing into one clean workflow.

Here's what Tiffany Peters, President of NXNW, had to say:

"It's phenomenal how much you can get just from different programs that all talk to each other."

With this property intelligence-powered approach, NXNW wasn't just generating more leads — they were closing more deals faster and going head-to-head with national players in one of the most competitive markets in the country.

This is what happens when your team has the right tools — and the right data — to make smarter decisions at every stage of the sales process.

If you’d like to read the full case study, you can do it by clicking here.

Understanding Buying Signals

Let’s talk buying signals.

As we previously mentioned, these data points are the digital or behavioral cues that show someone might be in the market for what you’re offering.

Common Buying Signals in Sales and Marketing

In the roofing world, that might be someone searching for information on roof replacement, looking for recommendations and referrals, searching for specific products or warranty timelines, engaging with facility maintenance forums, or reading up on roofing systems for flat commercial roofs (as an example).

Sales professionals who know how to identify and react to buying signals are miles ahead of those who spend their time “driving for dollars.” They don’t just “drop in” or “reach out” — they send targeted, relevant outreach messages when the buyer is actually faced with a challenge and open to listening.

Traditionally, we think of “buying signals” as the verbal or non-verbal cues someone may express in a sales meeting before considering a purchase. In a face-to-face sales conversation, verbal buying signals could be expressing deep interest in a product or service, asking detailed questions, or making statements that show a lead is willing to move forward with a purchase. Nonverbal buying signals could be anything from body language to facial expressions and other signals that they desire to make a purchase.

But online, these cues look different.

They might be:

• Visiting a product page multiple times

• Interacting with an ad or social page

• Clicking an email link about commercial roof maintenance

• Or spending 15 minutes reviewing a case study or proposal

These are just a few of the digital breadcrumbs that tell you someone is actively considering a solution — maybe yours.

How Property Intelligence Software with Intent Data Enhances Lead Generation and Sales Automation

Several property intelligence platforms on the market focus solely on building data, things like square footage, year built, or property type. That’s useful if you’re an investor, leasing agent, or lender looking for comps or market insights.

But for sales teams? That’s only one piece of the puzzle.

The real value comes when property intelligence is combined with sales intelligence — the data that tells you who owns the building, who manages it, what companies operate inside it, and most importantly, who the decision-makers are and what they’re actively trying to find (intent data).

Combining these powerful tools moves your team from simply having information about a building… to having actionable intelligence.

Think of intent data like turning on a customer-identifying radar for your sales team — tracking digital behaviors and alerting you when a prospect is warming up.

With intent data, your team can:

• Automatically surface high-quality leads

• Receive up-to-date signals when prospects are actively looking to make a purchase

• Enrich your CRM with the latest company and contact info

• Build custom outreach and follow-ups to stay one step ahead.

This is where old-school prospecting methods like cold calling lose to sales methods powered by insights and data. With precision prospecting, you’re able to see who’s in-market and when they’re ready to make a purchase.

Recognizing Buying Signals in the Buying Process

Buying signals don’t just show up at the end of the sales cycle. They’re sprinkled throughout the entire sales cycle. From the moment someone becomes aware of a problem to when they’re ready to buy, they’re trying to solve a problem - and when someone is looking for solutions (especially online), they always leave clues. Recognizing and responding to strong buying signals at each stage is crucial for sales success.

Here’s how they typically show up in the sales funnel:

• Awareness Stage: Reading about roof maintenance, exploring different materials - these would be considered “Informational.” In other words, they’re looking to answer: “How to (solve their problem)?”

• Consideration Stage: Comparing vendors, attending webinars, checking warranties. This is known as the “Commercial” stage in the sales funnel. In other words, they’re trying to answer the question, “Which one should I choose?”

• Decision Stage: When you get to the decision stage, potential customers will be requesting quotes, reviewing case studies, and asking about timelines. This is known as the “Transactional phase” of the sales funnel.

The challenge of contacting someone ready to purchase is that you face competition from all local businesses in your market, whether it be regarding price, the quality of service, or the product itself.

If your team can get ahead of competitors responding to prospect’s signals earlier in the sales funnel, not only have you eliminated many competitors, but you’ve also just shortened the sales cycle — and increased your odds of closing the deal.

Fit Data, Opportunity Data, and Decision Makers

Three data types matter most in commercial roofing sales:

1. Fit Data – Do they fit your ideal customer profile (ICP)? Is the building the right size or type, or have the right needs for the products or services that you offer?

2. Opportunity Data – Has the property recently been acquired and received funding? Do they have open maintenance permits?

3. Decision Makers – Who can actually say “yes”?

Fit, opportunity, and decision-maker data are where platforms like Convex separate themselves from other list-building and database tools that only offer one type of data.

Leveraging Property Intelligence to Close More Deals

By leveraging property intelligence and recognizing purchase intent, your sales team isn’t just prospecting — they’re prioritizing, personalizing, and closing deals faster.

But what does this look like in real life?

With Convex, you'd:

1. Log in and Check Signals

Start by logging into Convex and checking the "Signals" category—our proprietary buyer intent data—to see who's in-market and ready to buy. These signals provide intent scores based on various factors, helping you prioritize high-value prospects.

2. Search for Properties, Accounts, and Contacts

Then, you'd search for properties or accounts that align with your products and services. This could be anything from a specific property type (e.g., hospital, airport) to individual contacts, job titles, account names, or tenant information - which you'd see as a dot on the map of your territory. Convex's property intelligence includes key insights such as permit histories, building age, square footage, ownership, transaction details, and equipment data, making it easier to identify and close new leads.

3. Leverage Generative AI for Personalized Outreach  

With just two clicks, use Convex's Generative AI—trained on buyer signals, firmographic data, and your company's contact data—to send a personalized email or draft a phone script. The AI uses data like job titles, decision-maker information, and property history to craft targeted messages that resonate with prospects.

4. Automate Follow-ups and Manage Leads  

After outreach, set up automated follow-ups or reminders and track the lead in your CRM. Convex allows you to export lists of prospects, assign stages, tag coworkers, and assign dollar values to leads, offering light CRM functionality for lead management. Integration with CRMs like Salesforce or HubSpot ensures seamless pipeline tracking.

It really is that simple. To reiterate; you check the Signals tool. See a property owner, manager, or engineer that has been tagged with a "high-intent" score, use our generative AI (that thoroughly researched the prospect) to draft an email or call script, set a follow-up reminder, and move on to the next signal.

That's not a fantasy — it's today's streamlined sales process if you have the right tools.

Actionable Marketing Insights from Property Intelligence

Suppose you’re a “sales-first organization,” meaning that the majority of your business’s resources are aligned to help the sales team drive revenue. In that case, property intelligence software will provide your marketing team with valuable insights on which to build higher-converting campaigns by recognizing the most common buying signals.

By reviewing signals, outreach messaging, and details in your CRM, marketing can identify specific content and keywords that resonate best with potential buyers and build targeted campaigns that generate qualified leads rather than simply trying to attract unqualified traffic that doesn’t convert into revenue.

Since a steady flow of new leads is a business’s “ lifeblood,” these tools help your team build a repeatable, scalable revenue engine that drives consistent growth regardless of market conditions.

Overcoming Common Challenges in Buying Signal Recognition

This all sounds great on paper, but what about the real-world hiccups that inevitably arise during implementation?

Well, there are two or three that we should probably discuss so you can avoid them before they become a hurdle for your team.

Challenge 1: Data Quality & Integration

Data quality begins with the stack of tools you choose for your sales team. If they don't integrate well or are set up incorrectly, your data could be incomplete or corrupted between tools.

Effective communication between platforms is also necessary to update and enrich contact information, reconcile the lead's sales cycle stage, and show you communication threads so employee turnover and other internal challenges don't affect revenue.

In short, if your sales intelligence, buyer intent, or property data is outdated and inaccurate, your sales team will essentially be flying blind in a competitive marketplace.

Solution: Select a property intelligence platform with accurate, regularly updated or even real-time data and seamless CRM integration capabilities that fit your existing workflow.

Challenge 2: User Adoption

Even the best tools will fail to deliver an ROI if your team members don't use them, are resistant to adopting them, or find them too complicated to incorporate into their daily workflows.

Solution: Invest in comprehensive training with hands-on support and ensure the platform actually integrates smoothly into existing workflows rather than creating an additional administrative burden.

One of the reasons Convex built world-class training and support for customers, especially during onboarding, is user adoption. We wanted to show your sales team not only how easy it is to find new leads on the platform but also how quickly they can see results.

A hungry and motivated sales team can drive quarterly sales like a powerful tidal wave.

Segmenting and Analyzing Data to Identify Buying Signals

Data segmentation is not something you should have to deal with, but it's definitely worth mentioning because segmentation makes all the difference. An example of data segments would be:

[job title] in [city, state] looking for [intent signal] 

At Convex, our software is set up to do this for you, eliminating the guesswork, but many other database tools require you to build all of your filters and lists manually.

If you're using another tool, start by breaking your target market into clearly defined categories:

• Title

• Property type (office, healthcare, retail, industrial)

• Building size and square footage

• Geographic region and territory

• Lead source and acquisition channel

Then, analyze how different segments behave throughout the buying journey. What signals demonstrate buying intent in the healthcare vertical may look completely different in retail or office environments.

By diving deep into behavior trends within these segments, your team can fine-tune its sales strategy and dramatically improve lead conversion rates over time.

Best Practices for Sales Teams Using Property Intelligence

Once you've found a platform that meets your needs, creating a plan to implement it is vital to your team's ongoing success:

1. Define your ICP – Develop a comprehensive understanding of what your ideal customer profile truly looks like

2. Set clear sales goals – Keep representatives aligned and motivated with measurable objectives

3. Pick the right platform – Select technology that genuinely fits your team's specific needs and industry requirements

4. Track buying signals consistently (this process is streamlined and simplified in Convex).

5. Integrate with your CRM – Maintain smooth workflows and efficient data management across platforms

Don't forget to review and refine your internal best practices regularly. The commercial property market evolves continuously—your strategy should demonstrate similar adaptability to remain competitive.

Choosing the Right Property Intelligence Platform

Not all property intelligence platforms are "created equal" in terms of functionality and effectiveness. Look for comprehensive tools that offer:

• Accurate, continuously updated property data

• Either a built-in CRM or Seamless CRM integration capabilities

• A clean, intuitive user interface that minimizes the learning curve

• Territory mapping and sophisticated lead scoring algorithms

• Sales prospecting tools specifically designed for commercial service providers

Make sure the platform is built to support the way your sales team actually works—whether that's territory-based, in the field making site visits, on the phone conducting outreach, or focused intensely on hitting revenue targets through a combination of approaches.

Accelerating Revenue with Property Intelligence Software

If I were to summarize this article, it would be "accelerating revenue through data-driven sales decisions." When you understand precisely who to target, what messaging will resonate, and when to deliver that message, everything in your sales process becomes more efficient. And substantially more profitable for your business.

Conclusion: A New Era for Commercial Roofing Sales

The commercial roofing industry has always depended on timing, trust, and tenacity. However, in today’s data-driven world, those who rely solely on instinct are falling behind.

Sales teams that once depended on door-knocking and cold-calling now use property intelligence.

This technology enables them to see the entire market at a glance. They can identify which buildings are worth pursuing. They can also find out which decision-makers are open to discussions. Furthermore, they can recognize which opportunities are most likely to close.

The companies that succeed today are not just working harder. They are working smarter, using data, technology, and strategy to guide every decision.

If you’re ready to find commercial roofing deals faster than competitors, schedule a free demo of Convex today. Our team would love to help you discover a tool that can revolutionize how you find new business.