Cold emailing homeowners at random rarely works for agents, and it can run into privacy and anti-spam rules fast. What does work is emailing businesses that sit next to buying and selling decisions: mortgage brokers, home inspectors, builders, property managers, moving companies, divorce and estate lawyers, and relocation-heavy employers. One good partner can send you clients for years.
Below are complete templates for those audiences. Paste them, swap the bracketed bits for your details, and keep the merge tags exactly as written so they fill in when sending.
Before you send: a 5-minute checklist
- Pick one audience per campaign. A message for inspectors should not also go to lawyers.
- Have a real reason to write. Your area, your listing volume, a type of client you see often.
- Find a name. "Hi there" to a small business reads like spam. Our guide on how to find business owner names covers this.
- Verify emails before sending so bounces do not hurt your sending account.
- Include your physical address and an unsubscribe option. Check the rules that apply where you and your recipients are. This is not legal advice.
- Keep volume low per inbox. A rule of thumb many senders use is starting with a few dozen emails a day per new account and increasing slowly.
Merge tags used in these templates
| Tag | Fills in |
|---|---|
| {{params.firstname}} | Contact's first name |
| {{params.name}} | Business name |
| {{params.city}} | City |
| {{params.category}} | Business category |
| {{params.website}} | Their website |
Write them exactly like this. Other formats will not fill in.
Template 1: Mortgage brokers (referral swap)
Subject: Buyers in {{params.city}}
Hi {{params.firstname}},
I'm [Your Name], an agent with [Brokerage] working mostly in [neighborhoods] in {{params.city}}.
I regularly meet buyers who haven't spoken to a lender yet, and I'd like a short list of brokers I trust to send them to. I came across {{params.name}} and liked what I saw on {{params.website}}.
Would you be open to a 15-minute call to see if we work with the same kind of buyer?
[Your Name] [Phone] | [Brokerage, address]
Template 2: Home inspectors
Subject: Inspection referrals in {{params.city}}
Hi {{params.firstname}},
My buyers always ask who I recommend for inspections, and I want to give them names I can stand behind.
I'm [Your Name] with [Brokerage]. If {{params.name}} has openings for new agent relationships, I'd like to learn how you handle scheduling and report turnaround.
In return, when your clients mention they're thinking of selling, I'd be glad to be the agent you point them to.
Worth a quick chat this week?
[Your Name] [Phone]
Template 3: Builders and general contractors
Builders and renovators often finish projects for owners who plan to sell. For more on this audience, see our page on general contractors.
Subject: Selling the homes you build in {{params.city}}
Hi {{params.firstname}},
I've been watching the projects {{params.name}} has completed around {{params.city}}. Quality work.
I'm [Your Name], a listing agent with [Brokerage]. When your clients finish a renovation and decide to sell, or when you have spec homes to list, I'd like to be someone you can call.
I can share recent sales near your projects if that's useful. Open to a short call?
[Your Name] [Phone]
Template 4: Divorce and estate lawyers
Subject: Property sales for your clients
Hi {{params.firstname}},
Clients going through a divorce or settling an estate often need to sell a home quickly and with care. I'm [Your Name] with [Brokerage], and I handle these sales with clear communication to all parties and no pressure.
If {{params.name}} ever needs an agent to recommend in {{params.city}}, I'd be glad to introduce myself properly. Could I send a one-page overview of how I work?
[Your Name] [Phone]
Template 5: Property managers and small landlords
Subject: Owners thinking of selling
Hi {{params.firstname}},
Property managers often hear first when an owner is tired of being a landlord. I'm [Your Name], an agent in {{params.city}} who works with investment property sales.
If an owner {{params.name}} manages wants to sell, I'd aim to keep the tenant situation smooth and keep you managing for the buyer where possible.
Would a short call make sense?
[Your Name] [Phone]
Template 6: Moving and storage companies
Subject: Customer referrals both ways
Hi {{params.firstname}},
Every client I close with needs a mover, and I'd like a reliable one to recommend in {{params.city}}. I'm [Your Name] with [Brokerage].
Are you open to a simple referral arrangement? I send you my closings, and you keep me in mind when customers mention they haven't picked an agent yet.
[Your Name] [Phone]
Follow-ups that fit any template
Send these as steps after the first email. A wait of 3 to 4 business days between steps is a reasonable rule of thumb.
Follow-up 1 (if no reply):
Hi {{params.firstname}}, just bringing this back up in case it got buried. Still happy to have a quick call about working together in {{params.city}}. [Your Name]
Follow-up 2 (if they opened but didn't reply):
Hi {{params.firstname}}, I know inboxes get busy. If a call is too much, I can send a short note on how I'd refer clients to {{params.name}} and you can decide from there. [Your Name]
Follow-up 3 (last one):
Hi {{params.firstname}}, I'll stop here so I don't clutter your inbox. If timing changes, my number is [Phone]. Thanks, [Your Name]
Building the list and sending
Search Google Maps for terms like "mortgage broker", "home inspector" or "estate lawyer" plus your city. You need the business name, website, email and ideally the owner's name.
GetClient does this in one place: its Google Maps scraper pulls those fields where public, you can verify the emails, then send the templates above from your own Gmail or SMTP account with follow-ups that branch on If Opened or If NOT Opened. New accounts get 100 free credits; see plans and credits. If you already run a CRM, you can also send leads to GoHighLevel.
Once replies come in, test one change at a time, like the subject line. Our guide to A/B testing cold emails explains how.