Market report · Sacramento-Roseville-Folsom, CA
The State of Outbound Sales in Sacramento, 2026
How outbound selling looks across the Sacramento-Roseville-Folsom, CA metro right now: who the buyers are, which trades have room, what is being built, what a rep costs to hire here. Then a 4-tool kit to work the market this month.
- 4,761business sites with 20+ people across the categories trades sell to, #37 of our 100 metros
- 103buyer sites per commercial flooring contractor, #8 of 68 markets: the best rank of any trade here
Sites: U.S. Census Bureau, County Business Patterns 2023; rank among the 100 metros on our market pages. Room: U.S. Census Bureau, County Business Patterns 2023 sites per contractor in U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1, among markets with at least 10 contractors.
Executive summary Read this if nothing else
5 things to know about outbound sales in Sacramento
Biggest buyer pool
Restaurants: 1,517 sites
with 20 or more people, the largest buyer category in Sacramento-Roseville, ahead of retail stores (1,127).
Where the metro leans
Apartment and residential property managers: 1.33x the U.S. mix
The one category that stands out against the national mix. Trades that serve it have more of these buyers here than average.
Most room
Commercial Flooring: #8 of 68 markets
103 buyer sites with 20+ people for each of 19 local commercial flooring contractors. The most crowded is commercial cleaning & janitorial, #75 of 100.
Biggest reason to call
UC Davis Health California Tower, $3.7 billion
Topped out February 2026, opening 2030. One of 5 named, sourced projects in this report.
Hiring locally
$124,700 for an in-house SDR's first year (illustrative)
At a $55,000 base salary, once commission, payroll taxes and benefits, tools, recruiting and training, turnover and manager time are added, before ramp time.
Sources: U.S. Census Bureau, County Business Patterns 2023; U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1; project sources as of 2026-09; U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025. Full list at the end.
Chapter 01 The market
Who buys in Sacramento-Roseville
4,761 business sites in Sacramento-Roseville have 20 or more people on site in the categories commercial trades sell to. That ranks #37 of the 100 metros we publish. Here is what those buyers are and where they sit.
The largest buyer categories
Sites with 20 or more people are the ones worth an SDR's time: big enough to have a facility lead, a service budget and a contract that comes up for renewal. The "vs. U.S. mix" column compares each category's share of local employment with its national share (1.00x is the U.S. average).
| Category | Sites with 20+ | All sites | vs. U.S. mix | 1-yr change |
|---|---|---|---|---|
| RestaurantsLargest pool | 1,517 | 5,128 | 0.80x | +208 |
| Retail stores | 1,127 | 6,033 | 0.62x | +20 |
| Medical, dental and outpatient offices | 554 | 4,631 | 0.75x | +369 |
| Wholesale distributors | 386 | 2,043 | 0.36x | +38 |
| Manufacturing plants | 327 | 1,418 | 0.46x | +37 |
| Grocery stores | 269 | 987 | 0.69x | +19 |
| Senior living and nursing | 200 | 792 | 1.03x | +47 |
| Hotels | 119 | 297 | 0.58x | +8 |
| Private K-12 schools | 118 | 170 | 0.67x | +1 |
| Trucking companies | 95 | 1,624 | 1.06x | +98 |
Sacramento-Roseville leans toward apartment and residential property managers (1.33x). A trade that already sells to those buyers elsewhere has a deeper pool here than the national numbers suggest, and a case study from one of them travels well on the phone.
It is thinner than the U.S. mix in hosting and data processing companies (0.23x) and wholesale distributors (0.36x). A program built around those buyers runs out of fresh accounts sooner here.
Growing fastest over the past year, by establishment count: medical, dental and outpatient offices (+369), restaurants (+208) and apartment and residential property managers (+130). New sites have no incumbent vendor yet.
The metro
Sacramento-Roseville-Folsom, CA: 4 counties in this report's counts.
Sacramento County, Placer County and Yolo County hold 92% of the larger business sites, so most programs start there.
Where the sites are
| County | Sites with 20+ | Share of metro |
|---|---|---|
| Sacramento CountyStart here | 2,961 | 62% |
| Placer County | 946 | 20% |
| Yolo County | 468 | 10% |
| El Dorado County | 291 | 6% |
Chapter 02 The competition
Which trades have the most room in Sacramento
Buyer sites per contractor is a rough read on how crowded a trade is: more sites for each local competitor means more doors nobody else is knocking on. Each trade's Sacramento figure is ranked against the other markets we track.
| Trade | Rank among markets | Sites per contractor | Contractors | 1-yr change |
|---|---|---|---|---|
| Commercial FlooringMost room | #8 of 68 | 103 | 19 | 0 |
| Commercial Roofing | #32 of 89 | 75 | 36 | +2 |
| Managed Service Providers | #37 of 100 | 3.3 | 855 | +56 |
| Fire Protection | #36 of 96 | 46 | 66 | +2 |
| Paving & Asphalt | #41 of 94 | 43 | 68 | +2 |
| Commercial Landscaping | #46 of 100 | 3.8 | 798 | +30 |
| Commercial Painting & Coatings | #41 of 86 | 70 | 41 | +3 |
| Commercial HVAC & Mechanical | #52 of 100 | 9.7 | 160 | 0 |
| Commercial Electrical | #69 of 100 | 9.1 | 231 | +4 |
| Commercial Construction | #73 of 100 | 3.4 | 381 | +11 |
| Commercial Cleaning & Janitorial | #75 of 100 | 3.2 | 547 | +31 |
Commercial flooring (#8), commercial roofing (#32) and managed service providers (#37) rank best in Sacramento. For those trades a program can work longer before it calls the same building twice, and fewer competitors have already pitched each owner.
Commercial cleaning & janitorial is the most crowded trade here, #75 of 100: 3.2 buyer sites for each of 547 local commercial cleaning companies. Winning there takes a sharper reason to switch than a lower price.
Open programs
Our availability workbook does not cover Sacramento yet. We take one client per trade per territory, so ask before you plan around it.
Chapter 03 The projects
What is being built, and who owns the buildings
5 named, sourced projects and 7 anchor owners in Sacramento-Roseville. Each one is a reason to call that has nothing to do with your company and everything to do with the buyer's building.
The projects
- 01 · $3.7 billion UC Davis Health California Tower Topped out February 2026, opening 2030 A 14-story hospital and five-story pavilion adding about 1 million sq ft and roughly 334 inpatient beds on the UC Davis Medical Center campus in Sacramento. With the steel frame complete, the project moves into envelope, roofing, mechanical, electrical and fire protection rough-in, followed by years of interior finishes before the 2030 opening. It is one of the longest-running large healthcare jobs in the region. UC Davis Health, 2026-02-09
- 02 · $1.5 billion Kaiser Permanente Railyards Medical Center Topped out September 2026, opening 2029 An eight-story, 662,050 sq ft, 310-bed all-electric hospital with a 173,000 sq ft medical office building and parking garage at 365 Railyards Boulevard in Sacramento's Railyards district. An all-electric hospital shifts more scope to heat pump systems and electrical service, and post-topping-out work through 2029 covers roofing, mechanical, fire protection and interiors. The parking garage and campus site add paving and landscape packages. Construction Review Online, 2026-09-10
- 03 · 150,000 sq ft Prime Data Centers SMF02 Under construction (broke ground May 2026) A two-story, 18-megawatt data center, the second on Prime Data Centers' campus at McClellan Park in Sacramento County. High-density computing buildings are mostly mechanical cooling, power distribution and backup power, plus fire suppression, so those trades carry the bulk of the work. Once operating, data halls need specialized cleaning on a recurring schedule. Connect CRE, 2026-05-08
- 04 · $145 million Sutter Folsom Care Complex Under construction, opening fall 2027 A 106,500 sq ft outpatient complex with primary and specialty care, an outpatient surgery center and a cancer center off Highway 50 in Folsom's Broadstone area. Outpatient surgery and cancer treatment space needs specialized HVAC, medical gas and electrical systems, with interior flooring and painting closing out ahead of fall 2027. After opening, the complex needs medical-grade cleaning and grounds care. Sutter Health, 2025-06-11
- 05 Sacramento International Airport Concourse B expansion (SMForward) Construction starting 2026, continuing into 2028 An expansion of Concourse B at Sacramento International Airport to add gates and support future air service, part of the airport's $1.3 billion SMForward program in Sacramento County. Concourse additions bring roofing, mechanical, electrical and fire protection work, followed by flooring and paint in the new passenger areas. Airside gate work also adds paving scopes. OnSite Observer, 2026-01-22
Projects current as of 2026-09; each source is linked on its card. Values are as reported by the source.
The anchor owners
Health systems, campuses, large employers and industrial parks hold the biggest concentrations of commercial buildings in Sacramento-Roseville. One relationship with a facilities team here can cover many buildings.
Health system · Sacramento, Sacramento County
UC Davis Health (UC Davis Medical Center)
Wikipedia's table of Sacramento's top employers lists UC Davis Health System with 16,075 employees in 2024, second only to the State of California.
The UC Davis Medical Center campus, a Level I adult and pediatric trauma center, plus clinics across the region need mechanical, life-safety, cleaning and interior work.
WikipediaCampus · Davis, Yolo County
University of California, Davis
Wikipedia lists 40,848 students at UC Davis in fall 2023, with a citation to the university.
A large campus of classrooms, research labs, farms, residence halls and parking needs HVAC service, cleaning, roofing, paving and grounds work.
WikipediaAirport · Sacramento, Sacramento County
Sacramento International Airport (SMF)
Wikipedia lists 13,912,718 passengers at Sacramento International in 2025, sourced to the Federal Aviation Administration.
Terminals, a people mover, parking and airfield buildings need cleaning, HVAC service, electrical work and pavement upkeep.
WikipediaPublic owner · Sacramento, Sacramento County
State of California
Wikipedia's table of Sacramento's top employers lists the State of California with 113,610 employees in 2024.
State office buildings, the Capitol complex and department campuses across the city are maintained through state procurement for janitorial, mechanical, electrical and landscape work.
WikipediaMajor employer · Folsom, Sacramento County
Intel Folsom campus
Wikipedia, citing Folsom's 2020 Comprehensive Annual Financial Report, lists Intel as the city's top employer with 6,318 employees and calls it the largest private employer in the Sacramento area.
A large engineering and office campus needs electrical, HVAC, janitorial and landscape service.
WikipediaIndustrial park · McClellan, Sacramento County
McClellan Park
McClellan Park, the former McClellan Air Force Base, says it has over 220,000 square feet of hangar space and entitlements for an additional 5 million square feet of future development.
Industrial, office and hangar buildings on the former base share needs for roofing, paving, electrical and fire protection work.
McClellan ParkRetail center · Roseville, Placer County
Westfield Galleria at Roseville
Wikipedia lists the Galleria at 1,336,009 square feet of floor area and calls it the largest shopping mall in the Sacramento metropolitan area, both with citations.
A two-level mall with an outdoor promenade and 6,400 parking spaces needs cleaning, HVAC, flooring and pavement work.
WikipediaAnchor facts checked 2026-10; each source is linked on its card.
Which trades the work touches
| Trade | Projects and owners |
|---|---|
| Commercial HVAC & Mechanical | 11 |
| Commercial Electrical | 10 |
| Commercial Cleaning & Janitorial | 8 |
| Commercial Flooring | 5 |
| Fire Protection | 5 |
| Paving & Asphalt | 5 |
| Commercial Landscaping | 5 |
| Commercial Roofing | 4 |
| Commercial Painting & Coatings | 1 |
| Commercial Construction | 1 |
Chapter 04 The calendar
The Sacramento selling calendar
Outbound runs every month, but the weather changes what a buyer wants to hear. These are the NOAA records for the Sacramento-Roseville metro's counties, month by month.
| Measure | Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Hail and damaging wind reportstotal, 2015 to 2024 | 0 | 1 | 0 | 0 | 0 | 0 | 2 | 1 | 3 | 1 | 2 | 0 |
| Cooling degree daysaverage month | 0 | 0 | 3 | 18 | 72 | 166 | 295 | 273 | 171 | 44 | 0 | 0 |
| Heating degree daysaverage month | 640 | 508 | 460 | 337 | 181 | 52 | 7 | 8 | 34 | 176 | 439 | 655 |
| Average high (°F)average month | 53 | 57 | 61 | 67 | 75 | 84 | 90 | 90 | 85 | 74 | 61 | 53 |
NOAA logged 9 hail reports of 1 inch or larger and 1 damaging wind reports across the metro's counties from 2015 to 2024: #85 of 100 markets for hail and #94 for wind. July, September and November carried 70% of the reports. Storms are not the main driver here, so roof age, leaks and budget timing carry the roofing conversation.
The metro averages 1,043 cooling degree days a year (#53 of 97 markets) and 3,496 heating degree days (#57 of 97). Cooling load peaks in June, July, August and September; heating in January, February, March, April, November and December. Peak months are when HVAC calls lead with service and response times; the rest of the year they lead with planned work and budgets.
9 months average a high of 60°F or more (March, April, May, June, July, August, September, October and November). That is when exterior painting, paving and landscaping crews are busiest, so in-season calls catch owners while they can see the work that needs doing. The contracts themselves are bid on each property's own dates, so the selling runs all year.
Trades with no weather season
Cleaning, construction, electrical, flooring and fire protection sell on contract end dates, budgets and inspection cycles. Learn each account's date on the first call and come back before it.
Chapter 05 The numbers
What one meeting takes, trade by trade
What booking a meeting has taken on our own calling floor for the trades we run in Sacramento, next to the records we can prospect here. The sales center figures are national; it does not break them out by city yet.
| Trade | Dials per appointment | Reached proposal | Proposals won | Dials for 10 meetings |
|---|---|---|---|---|
| Fire ProtectionFastest to book | 78 | 21.6% | 13.2% | about 780 |
| Paving & Asphalt | 86 | 32.2% | 7.4% | about 860 |
| Commercial Landscaping | 88 | 18.8% | 12.7% | about 880 |
| Commercial Electrical | 96 | 14.6% | 21.1% | about 960 |
| Commercial HVAC & Mechanical | 98 | 16.6% | 24.9% | about 980 |
| Commercial Painting & Coatings | 115 | 31.2% | 14.4% | about 1,150 |
| Commercial Flooring | 122 | 30.8% | 9.8% | about 1,220 |
| Commercial Roofing | 140 | 25.9% | 16.1% | about 1,400 |
| Commercial Cleaning & Janitorial | 142 | 23.9% | 21.7% | about 1,420 |
| Managed Service Providers | 162 | 10.0% | 20.5% | about 1,620 |
All of these trades together: 122 dials per appointment
The records behind a Sacramento program
Before a program starts we size the list: the decision-maker records Abstrakt can prospect for each trade in the Sacramento-Roseville territory.
- 5,159Commercial Roofing
- 5,159Commercial Construction
- 1,766Commercial HVAC & Mechanical
- 1,335Commercial Cleaning & Janitorial
Source: Abstrakt territory record counts, as of October 2026: estimated decision-maker records Abstrakt can prospect for each program in the territory. Shown for the programs the count covers.
Read it this way
Divide the records by the dials one meeting takes and you see how long a list lasts before it repeats. A thin list means a program has to work every record well, not just call more.
Chapter 06 Build or buy
What an in-house SDR costs in Sacramento
Before you hire a sales development rep in Sacramento, price the whole job, not just the salary.
The salary is the smallest part of the decision. About 6,920 people hold the role in the Sacramento-Roseville-Folsom, CA metro, and every one of their employers is competing for the same hires.
| Cost | Year one |
|---|---|
| Base salary | $55,000 |
| Commission and bonus | $15,000 |
| Payroll taxes and benefits (25% of pay) | $17,500 |
| Tools and data ($550 a month) | $6,600 |
| Recruiting and training | $7,000 |
| Turnover (35% a year, rehiring) | $2,450 |
| Manager and QA time (5 hours a week) and admin (4 hours a month) | $21,150 |
| Total, before ramp time | $124,700 |
Headcount: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025. Sales representatives of services, except advertising, insurance, financial services and travel (SOC 41-3091). The cost lines are the starting values of our SDR cost calculator: $15,000 commission, 25% payroll taxes and benefits, $550 a month in tools, $7,000 recruiting and training, 35% yearly turnover, and manager, QA and admin time. Change any of them there.
$124,700
for one in-house SDR's first year at a $55,000 base salary.
That buys one rep. It does not buy the list, the manager's coaching system or cover when the rep leaves.
Part two Apply this
The Sacramento market toolkit
4 working tools built from the chapters above. Tick the boxes as you go (they stay ticked in this browser), copy the scripts into your CRM, or save the whole guide as a PDF and print this part as a worksheet.
Tool 01
Account scorecard
Before an account goes on the call list, check every line that fits. Call the accounts with the most ticks first, and leave the ones with none for later.
Tool 02
Discovery question bank
Ask fewer, better questions. Pick three or four for the call and save the rest for the meeting. Each one comes with the reason it earns its place.
Restaurants: 1,517 sites here
From our fire protection talk track. Staying open and passing inspection. Multi-unit operators are worth more than single locations.
- When was your hood suppression system last inspected, and when is the next one due?Due dates tell you when to call and what to offer.
- Have you had a failed inspection or a citation recently?Failed inspections threaten the ability to stay open and create urgency.
- How many locations do you operate, and does each one use a different vendor?Multi-unit operators are more valuable and often want one vendor across locations.
Retail stores: 1,127 sites here
From our roofing talk track. Leaks in front of customers. Qualify early whether the store or the landlord owns the roof.
- Does the store or the landlord own the roof under your lease?This is the first qualifying question, since many retail roofs are the landlord's responsibility.
- Where have leaks hit, the sales floor, the stockroom or around rooftop units?Leak location shows how much they affect customers and inventory, which drives urgency.
- Is a remodel or refresh scheduled for this location?Remodels are when replacement or major repair gets funded and scheduled.
Medical, dental and outpatient offices: 554 sites here
From our flooring talk track. Cleanable surfaces and installing without closing the practice. Weekend installs are common.
- Which areas are clinical and which are office, and what is in each now?Clinical areas need cleanable, seamless surfaces, which changes product and price.
- Can installs happen on weekends or after hours so the practice stays open?Keeping patients flowing is the main concern, so scheduling answers matter.
- Is a remodel, acquisition or new location planned?New clinics and remodels bring the largest flooring projects.
Any first meeting
Plain practice that works in every market.
- How are you handling this today, and what would you change about it?The gap between today and what they want is the whole reason to meet.
- What happens if nothing changes this year?Tells you whether there is a cost to waiting, or only curiosity.
- Who else would need to agree before anything moves?Names the people who can stall the deal, while you can still invite them.
- When does the current contract or budget come up for review?Gives you the date to plan around, even when the answer today is no.
- What would make a first meeting worth your time?Lets the buyer set the agenda, which is the agenda they will show up for.
Tool 03
Trigger watchlist
Each of these changes gives a buyer a reason to take the call this month instead of next year. Tick the ones you will track, and set a news alert or CRM field for each so you hear about it first.
Tool 04
30-day action plan
4 weeks, 15 steps, nothing you need to buy. Tick each one off as you finish it; your progress stays in this browser.
Week 1Draw the territory
Week 2Check the rules, then write the talk track
Week 3Make the calls
Week 4Measure and decide
Sources and notes
- U.S. Census Bureau, County Business Patterns 2023: business sites by category, size and county, Sacramento-Roseville-Folsom, CA.
- U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2026 Q1: contractor establishments, one-year change and concentration (location quotient).
- Projects: named public sources linked on each card, current as of 2026-09.
- Anchor owners: sources linked on each card, checked 2026-10.
- NOAA NCEI Storm Events Database, 2015 to 2024: hail and damaging wind reports by month across the metro's counties.
- NOAA NCEI nClimDiv county monthly series, 1991-2020 averages: degree days and average highs by month.
- Abstrakt sales center, Performance Intelligence, national, as of October 2026: dials, appointments, proposals and wins by trade. Method.
- Abstrakt territory record counts, as of October 2026: decision-maker records per program in the Sacramento-Roseville territory.
- U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025: Sales representatives of services, except advertising, insurance, financial services and travel (SOC 41-3091).
- The toolkit's discovery questions come from our trade talk tracks; the plan and checklists are sales practice, not data.
