How To Email Property Managers As A Roofing Contractor

One of the biggest struggles the Summa Media team hears from roofing contractors we work with is that they just don’t know how to go about reaching prospects! They have a great team and deliver a great product, but can’t seem to get in front of the right people.

If this sounds familiar to you, the Summa Media team is here to help! Today we are going to share how exactly to email property managers and other prospects as a roofing contractor. We will walk you through everything from finding the contact information, composing the email, and what to track to know if your email campaigns are working. 

Before we get started you’ll need to have a few things. First, you will need to have Google Chrome installed on your computer and use this browser rather than Internet Explorer or Safari. Second, you will need to have a LinkedIn account. Once you have both of these set up, you are ready to get started with us below.

How to Find Email Addresses with LinkedIn and IcyLeads

First things first, in order to email property managers and other relevant contacts we first need to find their email addresses. In order to use IcyLeads to find email addresses you will need to have access to both LinkedIn and the LinkedIn Sales Navigator tool. While Sales Navigator does carry a monthly fee of about $79.00 per month, it is a worthy investment.

When you are ready to do a search for relevant contacts, start by opening Sales Navigator. In the search bar at the top enter the type of contact you are searching for, let’s use facility managers for this example. 

When you complete your search a list of tens of thousands of facility managers will populate. Narrow your search by searching by specific keywords and filtering by geography on the left side bar. The list that you have now is your target audience. 

Open a new tab and navigate to IcyLeads and create an account if you are a new user. Once you have created your account click ‘Icy Leads Navigate’ followed by ‘Extract Emails from LinkedIn’. At this point you will be prompted to download the IcyLeads Chrome Extension. 

Next, select ‘My Lists’ in IcyLeads, followed by ‘Create a New List’. You will then need to navigate back to LinkedIn Sales Navigator. On your Sales Navigator page, you should now see the IcyLeads Chrome Extension on the page. Refresh the page and click on the extension. Select ‘Choose List’ from the drop down, followed by ‘Extract List’.

Now, it is time to be patient while IcyLeads works in the background. Don’t change the search or refresh the page. After 30 – 60 minutes, the list will start populating with email addresses. When the extraction is finished, you can now download the contact information and email address to an excel file. 

Finding Email Addresses with LeadLeaper 

To use LeadLeaper to find email address start by going to and click “Install Free Extension’. You will then be directed to the Google Chrome Webstore where you can download the extension. Once the extension is installed, you will see the small frog symbol on the right side of your Chrome Search Bar.

Click on the extension and click ‘My Account’. Take a few moments to set up your profile. When you are ready, go to ‘My List’ and click ‘Create New List’.

Next, go to LinkedIn and enter ‘property managers’ in the search bar at the top. Filter by the geography that makes sense for you. You will then need to click on the LeadLeaper extension once again. You should be able to capture leads one by one or, by clicking ‘LeadBot’, capture pages at a time. 

Then, click on ‘My Account’, ‘Lists’, and navigate back to the list you just created. You should see a spreadsheet with the lead names and email addresses. Select ‘Export In A CSV File’ to download an Excel spreadsheet for use.

Writing the Script for Your Roofing Cold Email Campaigns

The goal of a cold email campaign is to book as many meetings as possible to grow your roofing business. A common misconception is that you’re trying to make the sale with your cold emails. This is highly unlikely. 

You want to give clients a reason to schedule a call, where you will then have the chance to win the sale. The cold email is written with the goal of getting clients on the phone with you. The email gets you a lead and the meeting gets you a client!

Everything starts with the cold email script. There are four main components to the email script — the subject, first line, angle, and call-to-action — and we will cover each in more detail below.

The Subject

The subject is very important because this is how you get someone to open the email. If they don’t open the email, the rest doesn’t matter. A few subject lines we have seen success with include: 

  • Quick question about {{company name}}
  • Quick question for {{prospect name}}
  • {{Prospect name}} + {{Your name}}
  • {{Their company}} + {{Your company}}

You should be testing different subject lines to see which subject lines get you the most opens and focus on utilizing that one more.

First Line

First lines tend to be the part that take the most time when setting up your campaigns, but they are also vital to the success of your campaign. They add a new level of personalization to the email. Your emails should never feel automated and when you customize the first line to each unique prospect, you add an element of humanness. You should include something that is unique to the prospect’s company or their background with the goal of lowering their guard and starting a conversation.


The angle is why the client should choose you for their roofing project. Including something like a case study or another form of proof that you have helped a company like theirs with a common problem brings value to the conversation. The angle should include concrete numbers and quantifiable results to feel applicable to the prospect.


The main goal of the cold email is to schedule a call with the prospect to further discuss the roofing and contracting services that you provide. Keep it short and sweet. Something as simple as, “Do you have time for a call this week?” is a great way to close the email.


You aren’t finished after that first cold email! How many follow-ups you will need to do is to be determined on an individual basis, however the Summa Media team has never done less than two additional follow ups. 

Most of your meetings and sales will come from follow up emails, not the first. People get busy and forget to respond to an initial email. It also helps to see your name and your company’s name in their inbox more than once to help establish familiarity.

We like to keep the first follow up, short and sweet. We also like to reply on a thread to the previous email. With the second follow up, it is important to include a new case study, reference, or at the very least a new angle on your original case study. Doing so helps to show the prospect additional value of working with you.

Automating Your Cold Email Process in MailShake 

To automate your emails start by creating an account on Once you have created an account and are logged in, you will see a dashboard. Click ‘Mail Accounts’ on your dashboard and make sure the correct email and signature are there. Your signature should not include any links or logos, including them risks your emails being marked as spam by the server and will reduce the deliverability rate. For best results, include your first name, last name, company name, job title, email address, phone number, and street address.

Go back to your dashboard and select ‘New Campaign’. Title your campaign something that is relevant to you. Double check that the ‘From Address’ is correct and click ‘Next’.

Here you can upload the CSV files of email addresses that we downloaded from IcyLeads and LeadLeaper above. Remove any duplicate email addresses that appear.

Next, compose your emails using the cold email script above. No need to enter your signature, that will automatically load when you send the email. Add follow up emails as referenced above, doing as many or as few as you would like.

Click ‘Launch’ and you will get to see each of the individual emails and the recipients, customize the emails as you would like. Once you double check that everything looks good, click ‘Next’ and head to the next page. Here, you will want to make sure that you are tracking the opens and link clicks. You can also schedule the campaign to send at a later date. 

When you are ready, launch the campaign!

Creating a Shareable Calendar With YouCanBook.Me to Book More Meetings

First, you will need to sign up for an account on YouCanBook.Me. Although there are many platforms that offer the similar services, the Summa Media team has found this one to be the most user friendly. 

As a contractor, you need to be able to easily share your calendar with prospects. When creating your account, sign up using your Google Account. This will allow the platform to have direct access to your Google Calendar. Enter your information into the tool and click ‘Continue’. 

Next, create your first booking page. Keep it simple. Enter your company name and upload a picture of your company logo. Your page is now live! 

Navigate to your booking page and you will see your current availability. Your availability will default to allowing scheduling for any time that is not blocked off on your Google Calendar. To avoid having prospects schedule at times when you are typically out of the office, navigate over to ‘Settings’. Change your availability for booking to 8:00AM to 5:00PM, Monday through Friday or whatever your preferred business hours are.

Next, click on ‘Booking Form’ to select the questions that you would like the prospect to answer when scheduling time. You can ask whatever you feel you need ahead of the meeting, but typically their name, email, and phone number is sufficient.

In settings you can also customize what they see after they book, notification settings, the style and appearance of the calendar, and what the calendar invitation sent to the prospect looks like.

How to Respond in MailShake and Track Results

Open your MailShake account and navigate to the ‘Campaigns’ tab on the left side bar. Open the campaign that you want to track to be taken to a page with insights for this particular campaign. 

First, take notice of the funnel. Here you will see the number of recipients that have received the first email in the campaign. You can see the percentage that have opened it, the percentage who have replied, and your bounce rate. You want the open percentage to be above 50% at minimum, if not we need to rethink the subject line. Your reply rate should be around 10% or so and we want the bounce rate to be as low as possible.

If someone replies or the email bounces, the recipient is automatically removed from receiving the follow up email. Below the first email you will see the same data for each of the follow up emails in the campaign.

After viewing the data, you now want to respond to those who responded to you. Open the ‘Lead Center’ on the left side tab to view the responses. Open the individual responses, click ‘Reply’ above the thread and respond to your lead without leaving MailShake!

How to Understand and Track Numbers in MailShake

Open your MailShake account and again, click on ‘Campaigns’. Open the campaign of your choice and let’s analyze the data.

Start by looking at the first sequence, this is the first email you ever send out to someone. You will want to look at each of the stats being reported including:

Open Rate

This is the number of people who received your email and opened it. You want this number to be at least 50%, if not closer to 70%. If this number is not where you want it to be, you will need to evaluate the subject line of choice and whether or not the email addresses used are correct.

Reply Rate

The reply rate references the number of people who opened your email and then took it a step further and replied. This number should be at 10% or higher. If you are getting fewer replies, you want to take a look at the first line and the angle and tweak those.

Bounce Rate

Bounce rate refers to the number of emails that were undeliverable. We want this number to be as low as possible.

After looking at each of these numbers for the first email, review them for each of the follow up emails in the campaign as well.

Understanding these numbers is key for success in your campaigns and will tell you exactly where you need to change in your campaign.

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Do you feel ready to get started on killer email campaigns? If not or if you have further questions, contact the Summa Media team today. Our team of experts is here and ready to help with any steps in the process you may be struggling with!

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