Case studies / CRE capital advisory firm

42 calls booked with real estate developers in 1 month

Buildwise built the data behind this CRE capital advisory firm’s outreach, runs it on LinkedIn and email from the firm’s own accounts, and builds the lists its callers work.

Buildwise solutionsData engineeringLinkedIn outreachEmail outreachCall lists

Outreach results · March to September

  • 8,000+people reached on LinkedIn
  • 10,770people reached by email
  • 550people replied on LinkedIn and email
  • 176warm leads on LinkedIn and email
  • 42calls booked in September

Challenge

Outreach came in bursts, between deals.

Before Buildwise, the firm’s outreach ran in bursts: weeks of email, then a pause while the team closed the deals it brought in, so new conversations stopped between bursts. The lists came from data it bought and went out as they were, with missing emails and LinkedIn profiles never filled in, and the team cleaned the data and tracked results by hand every week.

“It’s never really been a situation where these emails are firing off at full capacity 5 days a week, plus the LinkedIn as well.”
Managing Partner, CRE capital advisory firm

Solution

One engine behind LinkedIn, email and the call lists

It runs on engines Buildwise built that keep enriching the data on every developer and person.

Example: a mixed-use developer in Tennessee

We track new real estate projects across the US and select the ones that fit the firm’s project types, sizes, locations and stages.

New project · planning stageNEW

Halden Row Development plans an 84-unit mixed-use development

$34M · Nashville, TN · shops on the ground floor

Selected for research: a project type and size in the firm’s range

$180M tower · a national developer with 900 staff

Excluded: not a small or mid-sized developer

For each project we find the developer behind it, leave out the contractors, architects and engineers, and read its website and LinkedIn for its track record and focus.

Named on the projectOwner, contractor and architect

↓ The contractor and architect left out; the owner’s website and LinkedIn read

Halden Row DevelopmentThe developer behind the project
Team
16 people
Track record
9 projects delivered
Focus
Mixed-use in Nashville and Knoxville

We check every developer against the criteria set with the firm: a small or mid-sized private developer, a project type the firm works on and a US market it covers. Affordable-only and non-profit developers are left out.

The firm’s criteriaHalden Row Development
Small or mid-sized private developer16 people, 9 projects ✓
A project type the firm works onMixed-use, market-rate ✓
A US market the firm coversNashville, TN ✓

Matches the firm’s target client

We find who decides on financing at each developer, most often a founder, principal or partner, and check every person against the firm’s do-not-contact list in Salesforce.

Halden Row Development · people

Daniel Mercer Founder and Principal, decides on the financing

Selected for outreachCurrent company ✓ Role ✓ Do-not-contact check ✓

Erin Walsh Project manager

Excluded: runs the project, not the financing

Each message names the developer’s own project, on LinkedIn and in email, and offers the firm’s review of the deal. The firm approves the messaging.

From the firm’s LinkedIn · to Daniel Mercer

  1. Hi Daniel, thanks for connecting.
    The firm’s LinkedIn
  2. Saw your upcoming 84-unit mixed-use development in Nashville. We help developers like yours close the financing on projects like this.
    The firm’s LinkedIn
  3. Worth us reviewing your Tennessee deal to see if this may be a fit?
    The firm’s LinkedIn
From the developer’s projectThe firm’s offer: a review of the deal

Each person is reached where they can be: from the firm’s LinkedIn accounts, from its mailboxes, or on the call lists Buildwise builds for the firm’s callers.

  • LinkedIn 5 messages
  • Email 3 emails
  • Call lists for the firm’s callers
  1. Connected
  2. Message 1
  3. Message 2
  4. Message 3
  5. Messages 4 and 5

Reply received after message 3

Messages 4 and 5 not sent: follow-ups stop on a reply

Sent from the firm’s LinkedIn. Run by Buildwise.

Warm replies go into the firm’s Salesforce every day, to the person whose account sent the message, and the firm’s team takes it from there. Every week, the firm and Buildwise go through the numbers together.

Reply on the firm’s LinkedIn · Daniel Mercer

Daniel Mercer
“Thanks. We’re lining up the financing for this one. Can you send your terms and a few times to talk?”INTERESTED

Handoff to the firm

Contact
Daniel Mercer, Founder and Principal, Halden Row Development
Need
Financing for the 84-unit mixed-use development
Salesforce
Added every day with the reply and the project
“The responses tend to be overwhelmingly positive.”
Managing Partner, CRE capital advisory firm

Results

September was the busiest of the 7 months.

New people reached on LinkedIn each week

Warm leadsOther replies

020040060030340506468489MarchAprilMayJuneJulyAugustSeptemberPeople who replied each weekWarm leadsOther replies0102030405022453735MarchAprilMayJuneJulyAugustSeptember
“These campaigns have been printing. We’ve been having a lot of calls and underwriting some deals.”
Managing Partner, CRE capital advisory firm

How the engagement grew

How the engagement grew

  1. MarchA 3-month pilot starts with the data and LinkedIn outreach
  2. JuneThe firm signs an exclusive 12-month agreement
  3. AugustBuildwise takes over the firm’s cold email
  4. SeptemberThe firm’s callers start on call lists Buildwise builds
“It’s definitely working for the team we have. I’m gonna have to hire a couple more on my side.”
Managing Partner, CRE capital advisory firm

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