ANVILFIELD
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Building and asset research

Market Intelligence

Find and size the buildings and assets your business serves.

Anvilfield research for manufacturers, distributors, and service companies.

100 articles6 subject areasAtom feed

A. Concepts and methods

15 articles

  1. What is targeted market intelligence for building products and services

    Size and locate demand for building products and services at the building level.

  2. Building-first prospecting: why the building comes before the contact

    Qualify the building and its assets before researching the buying contact.

  3. Visible-asset data: what aerial and satellite imagery can tell a sales team

    Read visible property features from imagery and check them against records.

  4. Fit-first lists: how to define the buildings that fit your work

    Define the building features that make a prospect a good match for your work.

  5. Installed-base mapping for equipment manufacturers

    Locate equipment in the field across brands to plan service and replacement demand.

  6. Asset monitoring: tracking new, removed and altered assets over time

    Track dated evidence of assets being installed, removed, or changed.

  7. How to size a market from building counts instead of population

    Build a market estimate from physical buildings and serviceable assets.

  8. Bottom-up vs top-down market sizing for building products

    Compare building-level market counts with national and regional spending totals.

  9. Owner of record vs operator vs decision maker: who actually buys

    Separate property ownership, site operations, and purchasing authority.

  10. Parcel data pitfalls: why property records alone miss the asset

    Recognize where parcel records miss buildings, equipment, and service needs.

  11. Combining permits, imagery and records into one prospect file

    Build a prospect file that connects permits, imagery, and property records.

  12. How accurate is aerial asset detection, and how review fixes it

    Measure detection accuracy and use human review to correct missed or wrong assets.

  13. How fresh does building data need to be for sales

    Choose evidence dates and refresh intervals that match the sales decision.

  14. Building data vs contact databases for B2B sales in the trades

    Compare physical building evidence with business and contact database records.

  15. A glossary of building and asset intelligence terms

    Define the terms used to describe buildings, assets, buyers, and market estimates.

B. Manufacturer playbooks

25 articles

  1. Roof coating manufacturers: finding restoration demand building by building

    Find commercial roofs that fit a coating or restoration sales program.

  2. Architectural paint manufacturers: commercial repaint demand from building stock

    Estimate commercial repaint opportunities from building stock and surface area.

  3. Industrial and protective coatings: finding tanks, steel and structures to coat

    Locate tanks, steel, and other structures that need protective coating work.

  4. Single-ply membrane manufacturers: re-roof demand by age band and region

    Map single-ply replacement demand by roof age, system, and region.

  5. Metal roofing and wall panel manufacturers: retrofit and recover demand

    Find metal roof and wall retrofit opportunities in existing building stock.

  6. Roof insulation and cover board makers: re-roof volume as a leading indicator

    Use re-roof activity to plan insulation and cover board demand.

  7. HVAC equipment OEMs: the rooftop unit replacement pipeline

    Build a rooftop unit replacement pipeline from installed equipment and age bands.

  8. HVAC parts and refrigerant distributors: servicing the installed base

    Plan HVAC parts and refrigerant coverage around equipment in service.

  9. Generator manufacturers and dealers: the commercial standby installed base

    Map commercial standby generators for equipment sales and dealer coverage.

  10. Switchgear and transformer makers: replacement and refurbishment demand

    Size replacement and refurbishment opportunities for switchgear and transformers.

  11. Storage tank manufacturers and fabricators: replacement and new-site demand

    Find tank replacement and new-site opportunities by asset type and territory.

  12. Fabric structure manufacturers: re-cover cycles and the installed base

    Map fabric structures and the timing of cover replacement work.

  13. Pavement product makers: sealcoat, crack fill and striping demand from parking area

    Estimate sealcoat, crack fill, and striping demand from paved parking area.

  14. Waterproofing and sealant manufacturers: building envelope demand

    Locate existing buildings that fit waterproofing and sealant work.

  15. Firestop and fire protection equipment makers: retrofit demand in existing buildings

    Identify retrofit demand for firestop and fire protection equipment.

  16. Loading dock equipment manufacturers: dock count and replacement cycles

    Map loading docks and the replacement cycles of their equipment.

  17. Commercial door manufacturers: overhead and dock door demand

    Size overhead and dock door demand from commercial buildings and service cycles.

  18. Lighting manufacturers: LED retrofit demand in parking lots and warehouses

    Find parking lots and warehouses that fit LED lighting retrofit work.

  19. Solar module and racking suppliers: commercial rooftop and carport potential

    Screen commercial roofs and parking areas for solar module and racking demand.

  20. EV charger manufacturers: workplace and retail parking demand

    Qualify workplace and retail parking sites for EV charging equipment.

  21. Water treatment chemical companies: cooling tower accounts by region

    Map cooling tower accounts for water treatment chemical sales and service.

  22. Pool equipment manufacturers: commercial and residential pool counts

    Size pool equipment opportunities from commercial and residential pool stock.

  23. Irrigation and landscape product makers: commercial grounds demand

    Plan irrigation and landscape product coverage around commercial grounds.

  24. Fencing manufacturers: industrial yard and perimeter demand

    Find industrial yards and properties with perimeter fencing needs.

  25. Skylight and daylighting manufacturers: replacement demand on aging roofs

    Locate aging roofs with skylight and daylighting replacement opportunities.

C. Anvilfield estimates of installed base and demand

25 articles

  1. How many rooftop units are in US commercial buildings (estimate)

    Estimate rooftop unit counts in US commercial buildings and replacement demand.

  2. How many US commercial roofs will be coated or restored each year (estimate)

    Estimate annual commercial roof coating and restoration activity.

  3. US commercial re-roof volume by roof system and age band (estimate)

    Estimate commercial re-roof volume by system type and roof age.

  4. US parking lot area and annual sealcoat demand (estimate)

    Estimate US parking lot area and the annual market for sealcoating.

  5. Aboveground storage tanks at US commercial sites and inspection demand (estimate)

    Estimate aboveground storage tank stock and recurring inspection demand.

  6. How many cooling towers operate in the US (estimate)

    Estimate the US cooling tower installed base and service opportunity.

  7. Commercial standby generators in the US (estimate)

    Estimate commercial standby generator counts and recurring service demand.

  8. Elevated water tanks due for recoating each year (estimate)

    Estimate how many elevated water tanks enter a recoating cycle each year.

  9. Fabric-covered structures in the US and re-cover demand (estimate)

    Estimate fabric structure counts and the annual need for replacement covers.

  10. Stormwater ponds and basins per county (estimate)

    Estimate stormwater pond and basin stock for county-level maintenance planning.

  11. Salt storage domes and sheds in snow states (estimate)

    Estimate salt storage dome and shed counts across snow states.

  12. Data center generator and switchgear demand through 2030 (estimate)

    Estimate data center generator and switchgear demand through 2030.

  13. Distribution transformer replacement demand at commercial sites (estimate)

    Estimate replacement demand for transformers serving commercial properties.

  14. Parking spaces that could host EV charging at workplaces and retail (estimate)

    Estimate workplace and retail parking spaces that fit EV charging screens.

  15. Solar-ready commercial roofs by state (estimate)

    Estimate commercial roofs that meet an initial solar-readiness screen by state.

  16. Commercial pools and the service market (estimate)

    Estimate the commercial pool installed base and recurring service market.

  17. Outdoor sport courts and resurfacing demand (estimate)

    Estimate outdoor sport court counts and annual resurfacing demand.

  18. Loading docks in US warehouses (estimate)

    Estimate loading dock counts in US warehouses for equipment and service planning.

  19. Warehouse roofs over 20 years old (estimate)

    Estimate the stock of warehouse roofs older than 20 years.

  20. Metal roofs showing rust and the restoration opportunity (estimate)

    Estimate rust-affected metal roofs and the market for restoration work.

  21. Skylights on low-slope roofs due for replacement (estimate)

    Estimate skylight stock on low-slope roofs and annual replacement demand.

  22. Grain bins and on-farm storage needing service (estimate)

    Estimate grain bin and on-farm storage service opportunities.

  23. Center pivots and the irrigation service market (estimate)

    Estimate center pivot counts and recurring irrigation service demand.

  24. Commercial propane tanks and the conquest opportunity (estimate)

    Estimate commercial propane tank stock and account conversion opportunities.

  25. Port cranes and terminal equipment in US ports (estimate)

    Estimate port crane and terminal equipment counts for service market planning.

D. Supply chain and channel

10 articles

  1. Distributor territory analytics with building-level data

    Plan distributor territories from building counts, assets, and serviceable demand.

  2. Manufacturer rep agencies: covering a territory by asset density

    Allocate manufacturer rep coverage using asset density and account workload.

  3. Building a contractor network where the buildings are

    Place contractor network coverage near the buildings and assets needing work.

  4. Dealer locator gaps: where demand has no installer

    Find areas where installed demand has no practical dealer or installer coverage.

  5. Co-op marketing with fit-first building lists

    Coordinate manufacturer and contractor campaigns around qualified building lists.

  6. Specification vs replacement: which market drives your volume

    Separate specification activity from replacement demand when planning sales.

  7. Replacement vs new construction share by product category

    Compare replacement and new construction shares across product categories.

  8. Seasonality of building-product demand and when to prospect

    Time outreach and supply plans around seasonal building-product demand.

  9. Inventory and production planning from the installed base

    Plan stock and production using equipment age, service cycles, and replacement needs.

  10. Private label and regional brands: winning share in a territory

    Use territory-level physical fit to plan regional and private label growth.

E. Service company growth and best practices

15 articles

  1. Turning an installed base into service agreements

    Convert equipment inventories into qualified recurring service opportunities.

  2. Route density as a growth strategy for service companies

    Use customer proximity and visit workload to plan service company growth.

  3. Account-based marketing for commercial service work

    Build account campaigns around the buildings and assets each buyer controls.

  4. Entering a new territory with a fit-first list

    Screen a new service territory before assigning sales and field capacity.

  5. How targeting changes win rates in commercial service sales

    Measure how physical-fit screening changes the commercial sales funnel.

  6. Sales operations for trade companies: the data stack that works

    Connect building data, buyer research, CRM records, and field operations.

  7. Lead scoring by physical fit

    Rank prospects by observable fit with the equipment and work you support.

  8. Keeping a CRM clean with building-level records

    Keep building, asset, company, and contact records distinct and connected.

  9. Measuring the return on a prospect list

    Measure list costs, qualified opportunities, sales, and contribution together.

  10. Selling to property managers and portfolio owners

    Qualify purchasing responsibility across property managers and portfolios.

  11. Winning national and multi-site accounts

    Plan consistent service coverage and evidence for multi-site customers.

  12. Public vs private work: balancing the mix with bids and lists

    Balance public bid opportunities with qualified private building prospects.

  13. Pricing service agreements from the asset count

    Build service pricing from asset quantities, visit tasks, access, and workload.

  14. Growing a roofing service department past repairs

    Develop recurring roofing service work beyond reactive repair calls.

  15. What leading service companies do differently with data

    Connect sales and service decisions to clean, dated building-level evidence.

F. Data, detection and monitoring explained

10 articles

  1. How aerial imagery finds rooftop units, tanks and lots

    Identify rooftop equipment, tanks, and parking areas in aerial imagery.

  2. Satellite vs aerial imagery for asset finding

    Compare satellite and aerial imagery for resolution, coverage, and asset review.

  3. Change detection: spotting new installations early

    Use dated imagery to identify new equipment installations and site changes.

  4. Monitoring cadences: one-time, quarterly and daily alerts

    Choose one-time research or recurring monitoring to match the decision cycle.

  5. Reviewing machine-detected assets: a quality checklist

    Review detected assets for identity, evidence quality, duplicates, and coverage.

  6. Building data formats: CSV, GIS layers and CRM imports

    Prepare building and asset records for CSV, GIS, and CRM handoffs.

  7. Owner research at scale: from parcel to decision maker

    Connect parcel ownership to the person responsible for the buying decision.

  8. Combining public bids with private building lists

    Combine advertised public work with qualified private property opportunities.

  9. The economics of buying vs building asset data in-house

    Compare the cost and workload of purchasing asset data or producing it internally.

  10. The future of asset intelligence for the trades

    Explore how building-level asset research is changing sales and service planning.

The vocabulary

Six core concepts

Building-first prospecting
Starting from the building and what is visible on it, then finding the decision maker.
Visible-asset data
Facts read from aerial and satellite imagery and checked against records.
Fit-first lists
Lists filtered to the buildings that fit a company's work.
Installed-base mapping
Locating every unit of a product class in the field, regardless of brand.
Asset monitoring
Dated change detection of new, removed or altered assets.
Targeted market intelligence
Sizing and locating demand at the building level rather than the ZIP level.
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