Commercial real estate brokers have long relied on cold calling to uncover off-market deals, but according to DealGround, an AI-powered commercial real estate intelligence platform, that approach is inefficient and often counterproductive. With approximately 160 million properties in the United States and only a small fraction currently listed, nearly every property is technically off-market. This vast scale makes calling every owner in a zip code impractical and ineffective.
Dan Mosher, co-founder and CEO of DealGround, explains that the "carpet bombing" approach—broad, generic outreach—is the biggest mistake brokers make. "You go too broad and too generic, and that becomes off-putting to an owner, that it creates a low probability of success," Mosher said. Instead, he advocates for a "sniper-like approach" that targets a specific set of properties based on a buyer's criteria and detailed owner information.
Off-market sourcing, done well, begins with building filters and search parameters tailored to a buyer's needs. Once a filtered list exists, the conversation with an owner changes from a cold call to a warm lead. "When you reach out to that owner, you have a story that is compelling. You know the details about the owner’s property. You have a buyer, or you are a buyer, that’s got a certain philosophy and a buy box, and that property fits within that philosophy. That is not cold outreach. That’s more of a warm lead," Mosher said.
DealGround's platform helps brokers make this shift by transforming fragmented property, tenant, ownership, and market data into structured, actionable deal intelligence. The company serves the top 15 CRE brokerage firms nationwide and aims to help brokers generate qualified leads and move faster from prospecting to closed deals.
For brokers, the implication is clear: more calls do not necessarily mean more deals. A smaller, better-informed list usually beats a longer, generic one. This approach not only saves time but also increases the likelihood of success by focusing on properties and owners most likely to be receptive.
The broader impact on the commercial real estate industry could be significant. As AI and data analytics become more integrated into deal sourcing, brokers who adopt these tools may gain a competitive edge. Those who continue to rely on volume calling risk falling behind as the industry shifts toward more intelligent, targeted strategies.
Brokers interested in learning more about this targeted sourcing process can visit DealGround's website. The platform's "how it works" page provides further details on how AI can streamline off-market prospecting.
As the commercial real estate market becomes more competitive, leveraging AI to identify and engage potential sellers could become not just an advantage but a necessity. DealGround's approach exemplifies how technology is reshaping traditional industries, making processes more efficient and outcomes more predictable.
