Solar Sales Director Closed 47 Commercial Accounts by Targeting Property Owners Showing Solar Intent
A solar sales director used behavioral intent data to identify commercial property owners actively researching solar installations — building a direct outreach pipeline that bypassed residential noise and reached actual decision-makers.
The Situation
A solar sales director at a commercial installation company was spending most of his budget competing against residential solar advertisers for generic solar energy audiences. His product was commercial-only — but every targeting option lumped him in with residential competitors. He needed a way to reach commercial property owners specifically, not homeowners.
How It Was Done — Step by Step
Built Commercial Solar Intent Audience
He built an intent audience targeting individuals who had researched commercial solar installation, commercial energy savings, flat roof solar, and solar tax incentive keywords — filtering out residential signals to keep the audience commercially relevant.
Applied Commercial Property Owner Filter
Using B2B2C linkage, the intent audience was cross-referenced against property ownership records to surface individuals associated with commercial real estate holdings. This removed renters, residential homeowners, and employees from the list.
Appended Direct Contact Information
Each identified commercial property owner was matched to direct contact data — email address, phone number, and where available, business mailing address. Multiple contact points per record were included for follow-up sequencing.
Launched Direct Outreach Before Competitors Could Advertise
Rather than waiting for these prospects to click an ad, the team reached out directly via cold email and phone within 48 hours of the intent signal. They were often the first solar company to make contact.
Personalized Outreach by Property Type and Location
Emails referenced the prospect’s commercial property type and local utility rates — showing immediate relevance. A warehouse owner in Texas got a different email than an office park owner in California, with region-specific ROI estimates.
The Result
Forty-seven commercial accounts closed in a single quarter — driven by a pipeline built entirely from intent-matched property owners, not web form fills or inbound leads. Reaching buyers before they’d engaged with any competitor was the core advantage.
“Every other lead source we had was reactive — waiting for someone to fill out a form. This was the first time we could get to a commercial buyer before anyone else even knew they were interested.”
Solar Sales Director — Commercial Solar Installation Company
Want Results Like This?
See how Smart Marketer’s data tools could apply to your business.
