Introduction to Sales Prospecting
For sales reps in commercial services - especially in cleaning and janitorial, roofing and solar, HVAC, and mechanical - prospecting isn’t just a task. It’s 80%+ of the job.
But the truth is: most sales teams are still spending way too much time trying to find the right properties and the right people.
Making hundreds of cold calls, sending thousands of cold emails, or driving around looking at properties that "hopefully" need your help... just isn't scalable. You only have so many hours in a day.
Many sales teams resort to scouring websites looking for nuggets indicating someone is a good lead, spending the first few hours of each day scrolling through LinkedIn, and checking public permit databases... And after hours of effort, you still might come up empty-handed.
Making a Key Shift in Sales Prospecting to Generate More Sales
Key success tactics in a sales strategy require a balance of both inbound and outbound prospecting.
Inbound prospecting focuses on attracting high-quality leads through content and engagement (something that we talk about in depth in our blog post Tailored Lead Generation Strategies).
Outbound prospecting involves directly reaching out to potential customers for quicker lead generation.
In crowded territories and competitive markets, finding high-intent leads efficiently is the difference between blowing past quota and struggling to fill the pipeline.
This is where map-based property intelligence software is a game-changing tool.
Instead of starting from scratch each time, sales teams can instantly view commercial properties in their territory, filter for ideal-fit buildings, and reach the right decision-maker, with verified contact info, in minutes.
Let’s walk through how to make this shift.
Understanding the Basics of Sales Prospecting
Sales prospecting is the targeted process of finding and qualifying potential customers. In commercial services, this means locating property owners, managers, or facilities directors/engineers who need your services, and getting in front of them before your competitors do.
Traditionally, reps have relied on a mix of door-knocking, cold calling, email blasts, and LinkedIn searches to start conversations. These outbound prospecting methods still have value, but they’re time-consuming, unpredictable, and often lead to wasted time and dead ends.
To prospect effectively, you need three things:
A clear understanding of your ideal customer profile (known as your ICP).
A way to identify properties that match those criteria quickly and efficiently.
Contact info for the right decision-makers at the property level.
That’s where a structured sales process, powered by accurate property data, can shift your focus from “scanning for clues” to "getting in the right room."
Effective prospecting is important because it not only targets high-quality leads, enhancing sales efficiency and revenue, but also allows sales teams to align their strategies with the needs of prospects, helping them communicate more effectively and ultimately drive business growth.
Importance in the CRE Industry
In commercial real estate-adjacent industries like HVAC, roofing, janitorial, and solar, everything revolves around the property. But many sales teams don’t start with the property because that's the layer we often have the least visibility into. So, they start with county databases and download outdated spreadsheets with permits, try to buy random lead lists, or use LinkedIn for "guesswork."
That’s a problem.
Not because these tools can't help find leads, but often because everyone else in your market is using the same methods, so your prospects are inundated with the same messages at nearly the same time, meaning your outreach gets lost in the "sea of noise."
This doesn't change the fact that reaching out to potential customers is a necessary first step of sales prospecting, but you need a more effective way to do it - one that cuts through the noise.
Commercial Real Estate (CRE) focused sales prospecting works best when you have multiple datapoints:
First, an understanding of the property’s specific attributes (age, size, type, usage), and that these indicators match well with your services.
Second, knowing the building’s service history or recent permit activity can help you understand what to say in your messages so your outreach is relevant and targeted.
Third, you need verified contact information for decision-makers at the property level.
Last, you should have some insight into what they're actively trying to purchase.
You can't find these details on LinkedIn.
However, property intelligence software like Convex surfaces all of this data in one view. That means your sales team can prioritize buildings based on high-conversion traits—and reach out with relevant messaging from the jump.
It also helps in generating new leads by providing insights that attract and engage prospects, effectively turning a "needle-in-a-haystack" problem into a map with clear hotspots to prospect based on intent (something we'll talk about more in a minute).
Understanding the Sales Process
At a high level, the sales process includes:
Prospecting – Finding buildings and people worth contacting
Lead Generation – Starting a conversation or booking a meeting
Qualification – Assessing if there’s a real need or fit
Conversion – Moving the deal over the finish line.
Property intelligence software speeds up every one of these stages, but it starts by fixing prospecting. That’s where most deals are won or lost.
One rep could spend all day chasing cold, unqualified leads, trying to match decision-makers with contact information, or hunting for insights on LinkedIn—another can spend an hour working a targeted zone of warm sales opportunities, backed by verified data...
Which rep do you think will close more at the end of the quarter? You probably already know the answer.
Sales Cycle: From Prospecting to Conversion
Challenges like the ones mentioned in the previous section make the traditional sales cycle slow and inefficient, especially when pursuing CRE leads. Cold outreach rarely leads to fast responses, and reply rates are often less than 3%, according to Beehiv (which means three responses for every 100 emails). This makes lead generation a slow uphill grind.
When reps chase buildings without knowing who the decision-maker is, being able to see recent permit history, or the ability to understand what their prospects are looking to purchase, they end up spinning their wheels.
But what if every sales cycle started with "intent?"
What is Buyer Intent Data and How Does it Accelerate Sales Prospecting?
Buyer intent data is information collected from studying a company's movements online. You know, the little windows that pop up on the bottom of a webpage? Those track what people are actively searching for to help companies reach them at the right time with the right message.
Convex collects these datapoints and puts them into what we call our "Signals" tool. Signal data shows which accounts are actively researching your services and interfaces with our property intelligence solution (Atlas) to overlay those insights onto a map of the buildings in your market or region.
Instead of pulling a list of all the commercial buildings and cold calling an entire zip code, you can draw your region on the map (for example, a five-mile radius around your existing customer) and instantly see:
All qualifying commercial properties
Ownership and management details
Contact information for key decision-makers at the property level
Signals on what people in your region are trying to purchase
That means every call you make and every email you send from Convex starts warm.
Cold calls, often seen negatively in the B2C sales space, are highly effective in B2B scenarios when targeted correctly. This is where Convex's team decided to build a Generative AI tool that could use our data to build highly targeted, custom outbound sales messages.
Buyers are far more open to receiving these calls because they're not "shots in the dark." This makes it less time-consuming for the sales team and easier on the prospect.
While sales development representatives often report a 1- 5% reply rate for cold email, Outreach reports up to a 22% increase in reply rates with targeted personalization. This means that prospects show a far higher likelihood of being open to outreach that feels relevant and timely, and willingly agree to meetings initiated this way.
In short, personalizing outreach is critical to engage with a potential lead. The tailored messages that Convex can generate for your business development representatives can also be repurposed with tools like Loom and sent in different formats across different channels. One example is sending a video introduction that addresses specific challenges relevant to the prospect, demonstrating an understanding of their business needs, and significantly increasing engagement.
Sales Prospecting Fundamentals
Effective sales prospecting is all about focus. You’re not just casting a wide net—you’re narrowing in on the right buildings, the right people, and the right time to reach out.
To do that well, sales reps and managers need to recognize that not every step in the lead generation cycle works the same way. A message that works during prospecting might flop during conversion. And vice versa.
Let’s break it down:
Sales prospecting vs. lead generation: Prospecting is proactive. It’s about identifying and going after specific targets. Lead generation, on the other hand, is often a response to marketing—someone fills out a form, downloads a guide, or clicks an ad. Prospecting means you’re creating the opportunity before they even raise their hand.
Qualifying criteria: This is your filter. What makes a building, contact, or company worth your time? Is it size? Industry? Building age? Permit activity? Matching your ICP saves hours of wasted outreach.
Sales readiness: This is where intent data comes in. If someone’s actively researching your services, just had a permit pulled, or fits a pattern you’ve closed before, they’re much warmer than someone who hasn’t shown any signs.
And while there’s a lot of talk about newer channels, the best prospecting still comes down to two core methods: phone and email. Cold calling, done right, is still one of the fastest ways to create real conversations. And when paired with property intelligence, it becomes far more targeted and effective.
With Convex, reps can draw a territory, filter by key attributes like building type or square footage, and instantly get a warm list of high-fit prospects—complete with verified contact info and buying signals.
In other words? It’s prospecting on easy mode.
Lead Generation Strategies
Most commercial services teams use a mix of inbound and outbound strategies to fill the funnel. And that’s smart—because different leads enter the sales process in different ways.
Inbound methods like blog posts, videos, and SEO content can draw early-stage prospects who are still figuring out what they need. Watching how those visitors interact with your content helps you define what they’re interested in and when to engage.
At the same time, outbound is still the quickest path to "pipeline." Especially when paired with better data. Think of it this way: rather than waiting for someone to come to you, outbound lets you reach out to people you already know are a great fit.
Outbound doesn’t have to feel “cold” when it’s done well. Tools like video prospecting, LinkedIn messaging, and personalized emails allow you to start conversations that feel relevant, not spammy.
Effective Techniques for Generating Leads
We cover organic lead generation in depth across several posts on our blog—but if you’re looking for a big-picture overview, this post from our parent company, ServiceTitan, is a great place to start. It’s been especially helpful for commercial services providers who want to understand how organic marketing fits into a broader growth strategy and how it can affect your inbound leads.
Content Marketing: Create guides, articles, and resources that solve real problems, like maintaining older rooftops or reducing HVAC energy costs.
Social Media Marketing: Show your work. Post case studies, before-and-after shots, or quick project walkthroughs to platforms like LinkedIn where your prospects already spend time.
Email Marketing: Use sequenced outreach campaigns that deliver value, not just sales pitches. Break down each touchpoint to speak to a different challenge or benefit.
Referral Marketing: Happy customers are your best marketers. Ask them who else they know—and then follow up with those recommendations quickly while the trust is fresh.
Here’s the key: everything works better with property intelligence.
Instead of sending 1,000 generic emails and hoping for a 1% response, send 100 highly-targeted messages to buildings that fit your ICP and are showing buying signals. You’ll not only get more replies, but you’ll also book more qualified meetings.
Inbound and Outbound Prospecting Strategies
Inbound Prospecting
Inbound is all about attracting leads by being helpful and visible. Publish educational content like “5 Signs Your Building Needs a New HVAC System” or “How to Plan for a Roof Retrofit in 2025.” Optimize it for search, promote it with ads, and let prospects come to you.
Then, when someone downloads a guide or spends time on a key service page, follow up. Use lead capture forms, chat tools, or even automated email sequences to stay top of mind.
Inbound is slower - but it builds trust over time.
Outbound Prospecting
Outbound is faster and more predictable - that's why it's the focus of this article - and it is where property intelligence has the biggest impact.
Instead of randomly calling every building in a local business park, you can:
Search for manufacturing sites over 20,000 sq ft (if those fit your service offerings).
Filter for properties 15+ years old that are more likely to need upgrades.
Check for recent permits tied to electrical work, HVAC, or roofing (whatever is most relevant to you).
See exactly who manages or owns the building at the property level (meaning you're not wasting time on out-of-state owners and management companies who rarely reply to inquiries).
Reach out with a message tailored to what you already know
This cuts your research time dramatically and boosts your cold-to-conversation conversion rate.
Outbound Sales: Best Practices for Effective Sales Outreach
Focus on personalization over volume
Use property data to tailor your message
Lead with value, not a pitch
Craft an engaging email subject line to capture attention
Example:
Hi [Decision-maker],
I saw that your facility at 123 Commerce Blvd recently pulled a mechanical permit. We work with similar buildings—especially those built in the ‘80s—to improve HVAC efficiency and cut energy costs through building automation without major disruptions.
Would it be helpful if I shared a quick example of how we’ve done that for another nearby property?
Best,
[Your Name]
And don’t stop after the first message. Follow-up is where most conversations start. Keep it helpful, keep it short, and keep it human.
Prospecting and Lead Generation Tools
CRM Software
A good CRM helps you track every touchpoint, manage follow-ups, and stay organized. But a CRM is only as valuable as the data you feed it. That’s why it’s critical that your property intelligence tool integrates directly, so you’re not manually copying info from one tab to another.
Convex integrates directly with Salesforce, Hubspot, Zoho, and a handful of other CRMs to help you keep the ball rolling with each prospect - but we also have our own built-in CRM if you'd like to eliminate an additional tool in your sales stack.
In either case, make sure the CRM you choose allows data to flow straight from the map to your sales pipeline. That means fewer "dropped balls" and more booked meetings.
LinkedIn is also great for identifying company structures, spotting job changes, and warming up contacts—but it’s not designed for local territory prospecting. Use it to complement your research, not replace it.
And remember: most buyers still prefer to get cold outreach by email or call, especially when it’s relevant and direct.
How Property Intelligence Software Changed Sales Prospecting
This is where everything changes.
With Convex’s Atlas and Signals, you can:
View every commercial building in your territory
Filter by building age, use, and size
See recent permit activity or property changes
Access verified emails and phone numbers
Prioritize leads based on real buying signals
You can literally draw your zone, click a few filters, and walk away with a warm, targeted prospect list in under five minutes.
That’s how modern prospecting starts—and how your team can finally move faster, close more, and stop wasting time on leads that were never a fit to begin with.
How Commercial Services Sales Professionals Accelerate Sales Prospecting
You might feel like we're hammering this point, but sales prospecting isn't just a task - it's basically the whole job, especially for new reps beginning to build their book of business.
As such, sales professionals must have access to the best tools on the market as they play a critical role in the sales prospecting process. These tools are responsible for giving the rep the power to identify, engage, and nurture potential customers faster and more efficiently than they would with traditional platforms like country permit databases.
Effective sales prospecting is the key step for driving long-term revenue growth, expanding the customer base, and building strong relationships with existing clients.
By mastering the art of prospecting, your sales team can use these tools to accelerate conversions, which can significantly impact your company’s bottom line and ensure a steady flow of qualified leads into the sales pipeline.
Role of Business Development Reps and Sales Professionals in Prospecting
Whether you’re a business development rep booking first meetings or a senior seller running full-cycle, your job starts the same way: get in front of the right people, at the right buildings, with a reason they should care.
That means:
Researching accounts before you reach out
Understanding what matters to each decision-maker
Tailoring your message so it feels personal, not repetitive, and "salesy."
Starting the conversation with insight, not a pitch
The most effective reps know that a great first touch sets the tone for the entire sales cycle. And when you layer in tools like property intelligence, you’re not just reaching out—you’re showing up with context.
Skills and Techniques for Effective Prospecting
When hiring your business development representatives (BDRs), look for ones with a background in identifying key datapoints that lead to sales. This means they must possess a range of skills, including:
Excellent communication, interpersonal, and problem-solving skills.
Knowledgeable about the sales process, sales funnel, and sales cycle, as well as the target audience and industry trends.
A grasp of personalized outreach, social selling, and account-based marketing.
The ability to leverage tools like Convex, LinkedIn Sales Navigator, CRM software, and sales automation platforms to streamline their prospecting efforts and improve sales pipeline management.
By combining these skills and techniques, sales teams can generate higher-quality leads, increase conversion rates, and drive business growth.
Contrary to popular belief, it’s not about working harder. It’s about working smarter—with insight, strategy, and the right tech behind you.
Going a Layer Deeper on Effective Prospecting Techniques
Find Prospects with Personalized Emails and Videos
If you’ve got good data, use it. Reference it in your outreach. The building age, permits, or local companies you’ve worked with who've experienced great results. Better yet, take the scripts and drafts that Convex gives you and record a 30-second Loom video walking through what you found and why it matters to them.
Reps who show they’ve done the homework earn more replies—and book more meetings.
Ask Satisfied Customers for Referrals
Old-school, but it works. When you finish a project, ask: “Is there anyone else nearby who might benefit from the same solution?” Then use Convex to draw a 2, 5, or 10-mile radius around that building and see who else you should be talking to.
Leads that come from referrals and shared context convert faster. Period.
Use Conversational Sales to Build Relationships
Don’t jump straight into your pitch. Start with a real conversation—one that’s grounded in what you know about the property and their needs.
Ask questions like:
“How are you currently managing HVAC maintenance?”
“Have you had issues with service reliability in the past?”
“What’s your timeline for addressing that recent mechanical permit?”
This isn’t small talk. It’s how you position yourself as a partner, not a peddler.
Evaluating and Refining Your Prospecting Process
Track Your Results and Adjust Your Strategy
Are your emails landing? Are certain areas of building types converting faster?
Solving sales problems is generally about looking at the metrics. Is the rep creating enough momentum? Enough emails, calls, and messages to generate results? Are they losing the deal right before the close? These are all factors to consider if you want a high-performing sales team.
Next, use your CRM and/or Convex analytics to measure performance by property type, permit status, or region- who's resonating with your message and who's not. Maybe you have a targeting issue.
Finally, consider incorporating different forms of outreach to see what sticks.
Emails may be a great first touch, but there are a dozen options. Direct mail, social media messages, and videos can be a big help as you build a follow-up process.
Phone calls may work much better as a follow-up tool in your prospecting strategies. Phone calls can effectively build trust after initial contact through emails or lead magnets, and many buyers still respond positively to unsolicited phone outreach - nobody wants to "dial for dollars," but the real money in commercial services has been made for decades by people willing to hit the phones.
Using a mix of platforms in your outbound techniques can lead to quicker lead generation, helping you adjust your strategy and increase sales efficiency.
Update Your Ideal Customer Profile (ICP) Regularly
As you close more deals, look for patterns. What did your last three deals have in common? Same property type? Same square footage? Same job title?
The more specific your ICP, the better your filter. Revisit it once or twice a year and update your prospecting strategy accordingly.
Continuously Improve Your Prospecting Skills
Top reps treat prospecting like a craft. They rehearse. They role-play. They study what works and double down.
So set aside time each week to:
Revisit your outreach scripts
Watch call recordings
Test new openers
Share learnings with your team
In sales, better inputs create better outcomes. And it all starts with how you prospect.
Conclusion
Sales prospecting doesn’t have to feel like guesswork. When you combine a structured sales process with the right property intelligence software, intent data, and sales tools, you start every day with a head start.
Ready to stop chasing cold leads and start selling smarter?
Schedule a free demo of Convex to see how map-based property intelligence can unlock your next 10 deals.
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