The Full Story
Edson’s Story
For over 45 years, Edson Deep Foundations has been the trusted name in foundation engineering across Florida. Family-owned and specialized in Continuous Flight Auger (CFA) piles, helical piles, pin piles, and underpinning, Edson has built its reputation on technical expertise and reliability. Their portfolio spans multi-million-dollar residences and major commercial projects—including Miami Freedom Park Stadium—delivered with precision, safety, and schedule discipline.
“In our industry, winning new business is directly tied to being invited to bid on projects,” explains Rich Lopez del Rincon, Chief Revenue Officer at Edson Deep Foundations. “If we’re not on a general contractor’s ITB list, we simply don’t get the opportunity to compete for their projects.”
The Bid-List Dilemma
As Edson grew, they needed a systematic way to expand their general-contractor network and keep a steady pipeline of projects. Getting placed on Invitation to Bid (ITB) lists is mission-critical—yet three challenges were holding them back:
- Manual, inconsistent outreach: Sales efforts struggled to balance nurturing existing relationships while forging new ones.
- Hard-to-reach decision-makers: Deep foundation work requires connecting with specific technical stakeholders.
- Multi-market coverage strain: Operating across Miami, Fort Lauderdale, Orlando, West Palm Beach, Jacksonville, Tallahassee, and Tampa stretched bandwidth and visibility.
“We knew there were opportunities we were missing,” says Rich. “Our expertise and track record speak for themselves, but we needed a more efficient way to get in front of the right people at the right time.”
Automating Outreach Without Losing Authenticity
PipeRich implemented a multi-faceted program that automated outreach while preserving construction’s relationship-driven tone:
- Targeted GC Universe: A curated database of general contractors across Edson’s service areas, mapped to foundation selection decision-makers.
- Persona-Specific Sequences: Messaging tailored to each contractor’s focus—multi-million-dollar residences vs. large commercial (e.g., stadiums)—with relevant Edson proof points.
- Consistent, Human-sounding Touchpoints: Automated communications that feel personal and reference the contractor’s typical project profile.
- Engagement Tracking: Signals and intent data route the most promising contractors to Edson’s sales team for timely, personal follow-up.
“What impressed us was how PipeRich understood our industry,” notes Rich. “They didn’t blast generic messages—they crafted communications that spoke directly to each contractor’s needs and projects.”
How Edson Uses PipeRich
- ITB List Placement: Continual expansion of Edson’s presence on priority Invitation to Bid lists across Florida.
- Project Pipeline Development: Early visibility into upcoming work lets Edson position before formal bid cycles.
- Regional Expansion at Scale: Consistent outreach across all service areas—without hiring a separate rep in each city.
- Relationship Nurturing: Regular, value-add touchpoints to stay top-of-mind with familiar contractors.
Impact & Results
- Expanded GC network—notably stronger presence in Orlando and Tampa.
- Higher ITB volume, yielding more at-bats and revenue opportunities.
- Multiple high-value wins directly tied to connections initiated through PipeRich.
- Greater sales efficiency: Reps spend more time on qualified opportunities and less on cold outreach.
“The ROI has been clear and measurable,” says Rich. “We can trace several major projects back to initial connections made through the PipeRich system—and we’ve built a sustainable pipeline that will benefit us for years.”
Client Testimonial
“In the foundation business, we’re experts at creating solid structures that support everything built above. PipeRich has done the same thing for our sales process—they’ve built a solid foundation for business development that supports everything else we do. Their automated outreach system has increased the number of ITBs we receive and helped us establish relationships with contractors we’d been trying to reach for years. When you’re working on projects as significant as stadiums and multi-million-dollar homes, getting in the door is half the battle. PipeRich has opened those doors for us systematically and professionally.”
— Rich Lopez del Rincon, Chief Revenue Officer, Edson Deep Foundations