Construction Marketing

How to Use Cold Email to Score More Commercial Roofing Deals

So you’re a roofing company, but you’re having trouble landing high-profile, consistent clients? That’s ok! We’re here to help. It’s a struggle that many business owners have gone through, but it doesn’t…

Estimated Read Time:  5 minutes


So you’re a roofing company, but you’re having trouble landing high-profile, consistent clients? That’s ok!

We’re here to help.

It’s a struggle that many business owners have gone through, but it doesn’t need to be that way. Cold emails are an invaluable tool that any business owner could use to gain new clients. In fact, cold emails continue to be one of the most potent ways to find new clients.

They can also be a great branding opportunity where you can stylize your emails to represent your brand and share a bit of your personality. Plus, a quippy subject line can really capture some attention.

This article will cover how to send cold emails and two cold email templates with a proven track record of pulling clients.

First check out this killer video with Summa Media who does this at scale, mixing human elements + texting with automation and data!

YouTube video

Set Up Your Base

Before you ever send out your first email, it’ll be worth your time and money to set up a strong foundation. When you email potential clients, you can expect them to look up your company to see what you’re all about. If you don’t have an internet presence, many potential clients will be put off. They want to see a professional website, good reviews, and proof that you’re everything that you say you are.

Ideally, you’ll want to have at least a few 5-star google reviews and strong branding. As the company owner, you need to have vision and enthusiasm for how you want your company to be perceived online. Finally, a robust website is a must.

I mean, look at how cute our branded email newsletter looks!

You Need a Good Website!

A good website will act as the face of your company online. When you send a cold email to any client, chances are they will google you, and when they do, they will find your website. You don’t want to send them to a bad website—that could make or break the deal. So it’s better to put the effort and money into having a good one.

There are four essential parts of a good website.

  1. You’ll need a solid visual call to action all over the website.
  2. Potential clients need to feel as though they can trust you. For this, leave strong testimonials and reviews on your website for potential clients to see. They can prove that you have a good reputation and your work is solid. This would be the first step to gaining your client’s trust.
  3. To help push your clients, you’ll need emotionally compelling images and headlines.
  4. Finally, find out what makes you unique. What makes your company the “only” one to do something. Find that one thing, and make it known on your website to make you stand apart from the competition.
elements of a good website

Gather Data to Send the Right Emails to the Right People

Now that you have a foundation laid, it’s time to start getting ready to send the cold emails. Whether you’re doing your marketing yourself or handing it off to a marketing team, the place to start is by gathering data.

There are a few data tools you can use that can help you. These include:

  • CoStar
  • Prospect Now
  • US Marketing Group

The great thing about these tools is that you can find all the commercial properties in your area. From there, you can narrow down by what type of roof your company specializes in. Ideally, you want a list of around 100 potential buildings.

Next, take those buildings and find the names of the property owners and their contact information. For this article specifically, you’ll be looking for their email.

Finally, find something important to those potential clients. It may be something like a nonprofit they’re involved in or a public passion. This information can be found on social media such as LinkedIn.

Proven Email Template 1

It’s finally time to write your emails. Both of the emails in this article will come in four parts. Just follow these steps, and you’ll be seeing clients emailing you back in no time.

  1. Subject line – The subject line is the sole thing that will make sure your email gets opened. Some effective lines are “Question for [owner]” or “Question about [property name].” Whoever in your team is sending the emails, keep an eye on their open rate and pay attention to what emails are getting opened. Look at what those subject lines have in common.
  2. Remember how you found something important to the client while gathering data? This is the time to bring it. Do not start pitching your service yet. Comment on their nonprofit or passion. Make them realize that you took the time to research them as a person and that this isn’t just a generic email that you’ve copied and pasted to a hundred other clients.
  3. Step two is to angle into your pitch. If they are interested in saving the planet, they mention how a new roof can decrease energy loss.
  4. Finish with a call to action. Tell them to contact you and talk more about your services.

Proven Email Template 2

This second template is similar to the first, with a few tweaks. Again, it comes in four parts.

  1. Subject line.
  2. Introduce a problem. This could be something like mentioning how roofs can cause the most problems over time.
  3. Offer a solution. You don’t want to push for a complete replacement. Instead, offer to repair the current roof.
  4. Call to action. Offer to come out for free to see if there are any issues with their roof.
YouTube video

With the correct cold email, you’ll have high-profile clients coming back to you again and again— plus, attract some new ones!

Check out more ways to grow your business on Hook

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