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Three essentials

  1. Personalization — Show why you’re reaching out to them specifically.
  2. Offer — Present a clear outcome they care about (inspection, cost‑avoidance, maintenance).
  3. CTA — Ask one simple, low‑friction question.
  • Compliment: recent deal, new property, promotion, community involvement
  • Context: building type, city, weather risk, energy savings
  • First‑line ideas: “Noticed the roof area at property …”
  • Strong offer beats clever copy
  • Be specific (prevent leaks this season; extend roof life 3–5 years)
  • Avoid links and attachments in Email 1
  • “Mind if I send more info?”
  • “Worth a quick look next week?”
  • “Open to a quick second opinion on your roof plan?”

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Follow-up framework

Limit to 3-5 emails with 2-3 days between emails:
  1. Intro with relevance and question
  2. Social proof or similar buildings
  3. Value email (checklist/score) without links
  4. Soft break / permission to close the loop
Plain text only. Keep 3–6 short sentences per email.