Real estate and B2B sales prospecting: How this commercial building project gets tenants to rent the space in Fahrwerk Winterthur.
Our client, HIAG, is one of Switzerland's leading owners, managers, and developers of former industrial sites. One of their construction projects is Fahrwerk Winterthur, a 10,500 m2 building spread over 4 floors, with the particularity of having a ramp for vehicles accessing each floor. Our team was tasked with identifying and prospecting potential commercial tenants. First, we identified 7,000 companies throughout Switzerland. After analyzing them individually, our team selected 600 pre-qualified companies for whom we felt a commercial space in this building might be of interest. Secondly, for each of these 600 companies, we then identified the decision-makers. To do this, we once again sought company after company's CEO, General Manager, head of branches, sites, facilities, etc. We then contacted them via email. Finally, we contacted them via a multi-channel sales prospecting sequence comprising e-mails and telephone calls. This sequence was multilingual, in German and English.
11 leads (2%) out of 622 total leads contacted showed their interest. We have a low percentage due to our offer that caught limited contact’s interest
open rate and 73% reply rate in the first campaign
11 leads (2%) out of 622 total leads contacted showed their interest. We have a low percentage due to our offer that caught limited contact’s interest
open rate and 73% reply rate in the first campaign
Categories
Lead generation, sales prospecting, qualification of needs, booking of appointments
Services
Commercial building located in Winterthur
Time before First Meetings
9 days
Campaign Language(s)
German, English
About our client
Fahrwerk Winterthur - a HIAG project offers 10,500 m2 across four floors, perfect for diverse commercial or industry purposes, with spaces starting at 1,500 m2.
Ideal Customer Profiles
Company qualification criteria:
- Companies with several locations in Switzerland but not yet in Winterthur. An example is a company based in Geneva, Zurich, Basel, and Bern but not yet in Winterthur.
- Companies with several locations in Switzerland that could already be located in Winterthur, but may want to relocate to our larger/better space.
Prospect qualification criteria:
- Branch/site/facility manager, Managing director, and CEO/founder
Client’s Challenges
- They have to find tenants to rent the space in Fahrwerk Winterthur.
- The premises will only be ready in mid-2025, so the prospect must be keen to reserve the space before then
- The company must be mainly located in the German-speaking part of Switzerland. Identifying the company location and researching whether or not they need: a new location to relocate or open a new office/warehouse is a must
The Solutions
- devlo identified 622 decision-makers in 622 different companies located in Switzerland. To achieve this, we developed detailed documentation defining the attributes of the ideal customer profile (ICP). Our lead generation team was able to identify qualified companies by following these instructions, which explain precisely who to choose in terms of industries, activities, job titles, seniority levels, and locations.
- This identification includes and is not limited to what kind of products they have, the need for a new space to showcase or store the products, the need to relocate, the most appropriate person to contact, etc.
- Gather all valid information and import it to CRM. Create a creative sequence divided by 2 different outreach methods, such as emails and cold-calling. Run the campaign systematically, including following up on the interested reply, cold-calling the prospect to give them more context of the offer, and completing the CTA to book a meeting.
Our results
Out of the 622 initial leads we contacted, 11 of them are interested in the project, and 3 of them have already booked a meeting. The rest of the metrics are the following:
- 87% open rate
- 26% click rate
- 73% reply rate
Key takeaways
- Adjust the prospect’s preference for contact and the delivery of our message
Some leads prefer to have a phone conversation instead of replying to our emails. This way, they will have a better opportunity to ask what our offer is exactly and how it can attract their interest. Having a clear and brief offer in our emails is also important so that they have a good understanding from the first email they read. - Know the product
The leads tend to ask whether the space we offer suits their business. Therefore, it is important to identify the prospect in the first place so we know that we contacted the company suitable for the project and their business activity. - Know the client’s availability when scheduling a meeting
In this specific campaign, Dario, the point of contact, had limited time in his calendar for a meeting with the interested prospect. It’s important to have good and easy communication with the client to have a fast response in terms of availability whenever we have a prospect interested in meeting them.
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