Build a local-business territory list
Local businesses are found by category, city and what they run, and the owner is the buyer. Build the list, verify the contact, and skip the ones you already know.
The conversation
Sample accounts and numbers, for illustrationYouFind dental practices with two or more locations within 25 miles of Austin, the owner or practice manager at each with a verified email or direct number, and skip anyone already in our CRM. Draft a first message for each that names something specific about their practice.
Unify3 checks · OpenMart, Findymail and Salesforce
- Searched OpenMart for dental practices within 25 miles of Austin and kept the ones with two or more physical locations.
- Took the owner or practice manager returned for each business and verified an email or a direct number through Findymail.
- Checked Salesforce and removed customers, open opportunities and anyone contacted in the last 90 days.
Fifty-three dental practices within 25 miles of Austin have two or more locations. Thirty-one have a verified owner or practice-manager contact and are not in your CRM. Here are the first four.
- 53
- practices found two or more locations
- 41
- owner contact returned owner or practice manager
- 31
- verified and new email or direct number, not in the CRM
- 9
- already in Salesforce listed for their owners, not drafted to
| Practice | Locations | Contact | Verified channel |
|---|---|---|---|
| Barton Springs Dental | 3 | Dana Holt · Owner | Direct number |
| Lakeline Family Dentistry | 2 | Nils Berg · Practice manager | |
| Mueller Smiles | 2 | Tara Quinn · Owner | Email and direct number |
| Round Rock Dental Group | 4 | Elena Marsh · Owner | Direct number |
OpenMart returns the business, its locations and the owner contact. The verification is Findymail’s: a number marked direct was checked, an office line was not kept.
YouWhat is specific about each of the four, and draft the message for Barton Springs Dental.
UnifyEach practice has one public fact worth opening on. Barton Springs opened its third location in July, so the draft opens there.
- Barton Springs Dental
- The practice website announced a third location on South Lamar in July. Two of the three locations list the same phone number, which suggests one front desk schedules for all three. The opening is observed; the shared front desk is a reading.
- Lakeline Family Dentistry
- Both locations added Saturday hours this spring, per the website. Recent public reviews of the Cedar Park location mention wait times three times.
- Mueller Smiles
- The website lists same-day crowns as a new service, and the practice has a job post open for a front-desk coordinator.
- Round Rock Dental Group
- Four locations under one owner. The locations page was updated last month with a fifth marked coming soon.
ToDana Holt
SubjectThe South Lamar office
Dana, congratulations on the South Lamar opening in July. Three locations usually means one front desk juggling one schedule across three phones. Is that how it works for you, or have you already solved it? Happy to share what other multi-location practices in Austin do about it.
What was observed and what it means are kept apart. The opening is on the practice’s website. The scheduling problem is a guess, which is why the email asks rather than tells.
YouSplit the 31 into four territories by area with an even count in each, and assign each territory to a rep.
UnifyFour territories of eight, eight, eight and seven, drawn by area so nobody crosses the river twice in a day. Ana, Chris and Sam take one each, and the fourth waits for the rep starting next month.
- 1North · Round Rock, Cedar Park, Leander8 practices
- 2Central · downtown, Mueller, Hyde Park8 practices
- 3South · South Lamar, Sunset Valley, Buda8 practices
- 4West · Bee Cave, Lakeway, Dripping Springs7 practices
- How the lines were drawn
- By the main location of each practice, grouped so each territory is a short drive. A practice with locations in two areas sits where its main office is.
- Balance
- Counts are within one of each other. Fit is not balanced: North has three of the five practices with four or more locations. The split is by area, as asked, and that is worth knowing.
Territory lines are a choice, not a finding. The counts and locations are read from OpenMart; the grouping is the one you asked for and can be redrawn.
YouGive me a call list instead for the ones with a verified direct number, with a one-line opener for each call.
UnifyNineteen of the 31 have a verified direct number for the owner or practice manager. Each opener is the public fact about the practice, turned into a question.
| Practice | Who to call | Territory | One-line opener |
|---|---|---|---|
| Barton Springs Dental | Dana Holt · Owner | South · Sam | Congratulations on South Lamar. Who schedules across the three offices? |
| Mueller Smiles | Tara Quinn · Owner | Central · Chris | Same-day crowns is new. How is the front desk handling the extra bookings? |
| Round Rock Dental Group | Elena Marsh · Owner | North · Ana | A fifth location is marked coming soon. Is scheduling centralised yet? |
The other twelve, Lakeline Family Dentistry among them, have a verified email only, so they stay on the email path rather than getting an office line to dial.
YouSet this up as a short sequence with a call through the dialer, save the list to my Austin territory, and keep it current.
UnifyThirty-one practices are in the Austin territory list with a three-step sequence. The emails wait for your approval, and the calls are tasks with the verified number attached.
- Day 1Email
One fact about the practice
The draft for each practice, opening on the location, service or hours that web research found, and asking one question.
- Day 3Call
A call task on the verified direct number, opening on the same fact as the email. The dialer logs the outcome to Salesforce. The twelve practices with email only skip this step.
- Day 7Email
One line, only if nobody replied, on a different public fact about the practice.
Set up
- List saved to the Austin territory 31 practices with their locations, the owner and the verified channel. It refreshes weekly as OpenMart adds practices and Findymail re-verifies contacts.
- CRM exclusions on every refresh Customers, open opportunities and anyone contacted in the last 90 days drop out. The nine practices already in Salesforce went to Ana and Chris as context.
- Drafts routed for review 31 first emails wait in your queue. Nothing sends until you approve it, and the call tasks open the morning after each approved email.
A second location is a reason to write, not proof the practice needs you. The owner replies to the fact you named, or does not.
Local-business prospecting, with and without Unify
The list is the easy part. The owner and the reason to write are not.
| Without Unify | With Unify |
|---|---|
| The territory list is a map search copied into a spreadsheet, one business at a time | OpenMart returns the businesses in a category and radius with their locations, in one pass |
| The contact is whoever answers the office number, and the owner never hears about it | The owner or practice manager comes with the business, and Findymail verifies an email or direct number |
| Half the list is already a customer, in a deal or contacted last month by another rep | Salesforce or HubSpot removes customers, open opportunities and recent contacts before the list is saved |
| The first message says the same thing to every practice on the list | Web research finds one public fact per business, a new location or a new service, and the draft opens on it |
Start from this prompt
Make it your own in Unify, then review the results.
Find dental practices with two or more locations within 25 miles of Austin, the owner or practice manager at each with a verified email or direct number, and skip anyone already in our CRM. Draft a first message for each that names something specific about their practice.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Another category and cityFind independent gyms in Denver with a verified owner contact, skip anyone in our CRM, and draft a first message that names something specific about each gym.Try in Unify
- A walking routeList the restaurants on South Congress Avenue in Austin with the owner at each and a verified number, ordered by address, so I can call ahead and walk the street on Thursday.Try in Unify
- Call list instead of emailsBuild a call list of dental practices with two or more locations within 25 miles of Austin, owner or practice manager with a verified direct number, and give me a one-line opener for each call.Try in Unify
- Split into territoriesFind dental practices with two or more locations within 25 miles of Austin with a verified owner contact, split them into four territories by area with an even count in each, and assign each territory to a rep.Try in Unify
How it changes by who you sell to
- Healthcare
- Clinics and practices are owned by the people who run them, and a second location is the moment they buy. Ask for practices with two or more locations in your radius, for the owner or practice manager rather than the front desk, and for the list split into territories by area when more than one rep works the city.
- Retail and e-commerce
- Local retailers and franchisees decide at the store or franchise level, not at head office. Ask for stores in one category inside a drive-time radius, separate franchise operators from company-owned stores, and reach the operator.
- Professional services
- Local firms and agencies are small enough that the founding partner answers the email. Ask for firms in one practice area by city, take the partner as the contact, and open on a service or office the firm added recently.
- Financial services
- Community banks, credit unions and insurance agencies are local by charter, and the branch or agency manager owns the decision. Ask for institutions by county, the manager at each branch, and any new branch opened this year.
- Education
- Schools, tutoring centres and training providers buy by campus, and the director at each one signs. Ask for centres by city and category, the director as the contact, and whether a second campus or a new programme opened recently.
- Media
- Local publishers, stations and agencies sell to the same businesses you do, and the owner or general manager signs for both. Ask for outlets and agencies by metro, take the owner or GM as the contact, and open on a new title, a new office or a client they announced.
Next in prospecting and research
+1List buildingBuild a lookalike list from your best customersStart from the accounts that actually closed and expand outward on what they share.
ICP planningDefine your ICP and first buying signalsStart from your website and customers to draft a practical account profile and a small signal watchlist.
+5Contact discoveryFind and enrich the right account contactsBuild a contact list around the people you need to reach, with verified details ready for review.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
Connect GmailConnect Gmail to Unify for sequence emails and replies.
Connect OutlookConnect Microsoft Outlook directly to Unify.
Questions about this workflow
What does OpenMart cover, and what does it return?
OpenMart finds and enriches SMB and local business data across the US, filtered by industry, location and business attributes. For each business it returns the local business, its physical locations and the owner contact. It is included with Unify, so there is nothing to install.
Why write to the owner rather than a manager or the front desk?
At a local business the owner is the buyer, the budget and usually the person who answers the email. A message to the office line is triaged by whoever picks up. OpenMart returns the owner contact, and Findymail verifies a channel that reaches that person directly.
How does Unify know something specific about a practice?
Web research reads the business's own website and public listings: a new location, a service added, changed hours. The draft names the fact and asks a question. What was observed and what it might mean are kept apart, so the email never claims to know the business's problem.
Does this work outside the US?
OpenMart covers US businesses, so the list-building step is US only. Outside the US, the same prompt runs on web research and the contact providers, with thinner coverage of owners and locations. Say the country in the prompt and Unify tells you what it could and could not find.
Can it split the list into territories?
Yes. Ask for the number of territories and Unify groups the businesses by area with an even count in each, using the physical locations OpenMart returns, then saves each territory to its rep so the lists refresh separately.