You hear about deals too late
A company that is already touring has made most of its choices. Being first matters more than being loud.
Industries · Real estate
Real estate cold email software that reaches owners, tenants and buyers when they are ready to move.
FirstSales finds companies and property owners that fit your market, spots a real change like a hiring wave, a new site or a lease coming up, and writes each decision maker a short email about it. It follows up until they reply and stops the moment they do.
$1 for 3 days · Cancel anytime · No contract
- 01
Written only from the listings, markets and services you add to the knowledge base
- 02
Separate campaigns for owners and for tenants or buyers
- 03
Unlimited mailboxes, with 21 days of warm-up
- 04
Start for $1 for 3 days, then from $29/mo
The problem
Most real estate firms chase the same few deals, and hear about them last.
By the time a company is touring spaces, it already has a broker. The firms that win reach the business before the search starts, and keep in touch until the timing is right.
Listing blasts get ignored
A brochure of spaces sent to everyone says nothing about what one business needs. It reads like spam, and it lands like spam.
Timing is long and uneven
A lease can be a year or more away. Without patient follow-up, the contact you made today is gone when they are ready.
How it works
From your listings and markets to a booked tour, in three steps.
Set it up once, review as much as you like, and FirstSales researches, writes and follows up.
- 01
Connect a separate domain
Add mailboxes on a cold email domain, not your main firm domain. SPF, DKIM and DMARC are checked, and warm-up starts.
- 02
Teach it your market
Add your listings, markets, services and past deals. Describe the owners or businesses you serve, and FirstSales builds the list.
- 03
Send, follow up and book
Each email names a real change. Follow-ups stop on a reply, and interested prospects get your meeting link to book a call or a tour.
Two sides of every deal
Real estate firms win business on both sides, and each side needs its own message.
An owner wants a reliable tenant or buyer. A tenant or buyer wants the right space at a fair price. FirstSales runs each side as its own campaign, with its own list, offer and voice.
Owners and landlords
Outreach that wins listings, management contracts and owner relationships.
- Write to property owners and asset managers
- Your leasing, sales or management services in the knowledge base
- Lead with their building, their market or a vacancy
- Offer a short market view, not a hard pitch
Tenants and buyers
Outreach that brings businesses to the spaces you represent.
- Write to companies that are growing, moving or opening sites
- Your current listings and markets in the knowledge base
- Lead with their hiring, expansion or lease timing
- Offer a shortlist or a tour, not a brochure
What you get
Outreach that sounds like a broker who knows the market and the company.
Everything a real estate firm needs for steady outreach, in every plan.
Only your listings and markets
The AI writes only from your knowledge base, so it never offers a space you do not have.
A real reason to write
Every email opens with a real change, like hiring, a new site, a funding round or a lease date.
Both sides of the deal
Run owner outreach and tenant or buyer outreach as separate campaigns, with separate lists and offers.
Clean lists
Every contact is checked before each send, and Dirty contacts are left out to protect your domain.
Patient follow-ups
Follow-ups spaced over weeks, stopped the moment someone replies or opts out.
A workspace per market or team
Run each city, office or team in its own workspace. Unlimited workspaces and team members.
Reasons to write
Businesses think about space when something changes, so write when it does.
A cold email about property lands when it names a real change. These are the moments that put space on a company's agenda, with a sample first line for each.
Hiring past their current space
A wave of new roles often means the office will be full soon.
Sample first line Saw you have twelve open roles on the careers page. Is the current office keeping up?
A new site or market
A company opening in a new city or district needs space there first.
Sample first line Saw you are opening in the harbor district this year. Have you found a location yet?
A lease coming up for renewal
Renewal time is when tenants compare options and owners need a plan.
Sample first line Leases from your building's last renovation are coming up. Are you planning to renew or look around?
A funding round or growth news
New funding often comes with plans for a bigger or better office.
Sample first line Congrats on the new round. Is a move part of the plan for the next year?
A vacancy or a building for sale
An empty unit or a sale listing tells you an owner may want help.
Sample first line Noticed the ground floor unit on Elm has been listed for a while. Want a second view on the asking rent?
Hybrid work or a smaller team
Some teams need less space, or a different kind of space.
Sample first line Saw your team moved to a hybrid schedule. Is the current floor plan still the right size?
Set up real estate outreachthat reaches buyers before the search starts.
Four parts of the app do the work a research assistant and a busy broker would do by hand.
- Connect
Send from a separate, trusted domain
Add Gmail, Outlook or SMTP mailboxes on a cold email domain. Mailboxes are unlimited, so spread volume across as many as you need with sending rotation.
- SPF, DKIM and DMARC checks. Per domain, with the exact fix if a record is missing.
- 21-day warm-up. Three phases before full volume.
- Health grade. Each mailbox gets a grade and hourly inbox monitoring.
- Teach
Teach it the spaces and services you offer
Add your listings, markets, leasing or management services and past deals. The AI writes only from what you add, so every detail matches what you can offer.
- Knowledge base. Listings, markets and services in one place.
- Offerings. Owner and tenant offers, each with its own buyer and message.
- Lead list from a description. Every contact checked before each send.
- Write
Emails that name a real change
Each email starts with something true about the company or the property, like hiring, a new site or a vacancy, and asks one plain question. No blasts, no hype.
- Writing profile. Keeps your tone clear, local and professional.
- Approval queue. Approve, edit or reject drafts before they send.
- A/B tests. Test two openings and keep the one prospects reply to.
- Reply
Turn replies into tours and calls
Replies land in Unibox. Interested prospects get your meeting link, and the sequence stops on any reply or opt-out.
- Unibox. Every reply from every mailbox in one inbox.
- Stop on reply or opt-out. No follow-up after a no.
- Meeting link. Interested replies get your booking link.
Plain guide
How to do cold email for real estate.
What works when you write to owners, tenants and buyers who are busy running their business.
- 01
Pick one side per campaign
An email to a landlord and an email to a growing tenant are different emails. Keep each campaign to one side and one kind of contact.
- 02
Lead with their change, not your listings
Hiring, a new site or a lease date is a real reason to talk. A list of available spaces is not.
- 03
Offer two or three spaces, not twenty
A short list chosen for them shows you listened. A full brochure shows you did not.
- 04
Play the long game
Space decisions can take months. Space your follow-ups out and offer to check back closer to their lease date.
- 05
Keep every detail current
Update the knowledge base when a space leases or a price changes, so no email offers something that is gone.
- 06
Write to businesses, not homeowners
Cold email fits commercial property, owners and investors best. Check the stricter rules before you write to private homeowners.
“One of the best email outreach tools I have ever seen in my 9 years of business experience. It has solved the problem of email outreach for my cold emails.”
Santhosh K.Founder and CEO, small business · G2Who you write to
Commercial space decisions run through a few people, and each one cares about something different.
Whether you represent owners, tenants or buyers, the decision rarely sits with one person. These are the people, what they care about and the angle that gets a reply.
- 01
Founder or CEO
- What they care about
- Space that supports growth without locking the company in.
- The angle that gets a reply
- Name their growth step and ask how space fits the next year.
- 02
Operations or facilities lead
- What they care about
- A move or fit-out that does not disrupt the business.
- The angle that gets a reply
- Talk about timing, layout and what a smooth move looks like.
- 03
CFO or finance lead
- What they care about
- Clear costs, fair terms and no surprises in the lease.
- The angle that gets a reply
- Offer a plain view of total cost and the terms worth checking.
- 04
HR or people lead
- What they care about
- A workplace that helps them hire and keep people.
- The angle that gets a reply
- Mention commute, amenities and space for the team they are building.
- 05
Property owner or landlord
- What they care about
- Reliable tenants, low vacancy and a well-run building.
- The angle that gets a reply
- Name their building or vacancy and offer a short market view.
- 06
Asset or portfolio manager
- What they care about
- Steady income and good decisions across many properties.
- The angle that gets a reply
- Lead with one property in their portfolio and one clear idea for it.
Before and after
Real estate outreach, before and after FirstSales
What changes when each email reads like a note from someone who knows the market.
The usual way
Blasts and cold calls.
- Listing blastsThe same brochure to everyone.
- Hearing about deals lateAnother broker got there first.
- One email, then silenceThe contact is gone when they are ready.
- Owners and tenants mixedNothing feels written for either side.
- Bought lists uncheckedBounces hurt the domain.
- Replies scatteredInterested prospects wait.
With FirstSales
Timely, local outreach.
- A real change at the companyA reason to reply.
- Reaching them firstBefore the search starts.
- Patient follow-upsStopped on any reply or opt-out.
- One side per campaignEach email fits the reader.
- Contacts checked firstDirty contacts out before each send.
- UniboxEvery reply in one inbox.
Real objections
What prospects say to a real estate cold email and what to say back.
Most businesses are not looking for space the day your email lands. These are the objections you will hear most, with a calm reply for each.
What they say
What you reply
“We are not looking right now.”
Ask when their lease ends and offer to check back closer to that date.
“We already work with a broker.”
Respect it. Offer a second view on one space or one market they may not cover.
“We are happy where we are.”
Agree, and offer a short note on what similar spaces rent for, so they know their position at renewal.
“Just send me your listings.”
Send two or three that fit what you know about them, with one line on why each one fits.
“How did you get my email?”
Say plainly you found their company through public sources, and offer to remove them.
“The market is too uncertain to move.”
Agree that timing matters, and offer a plain view of options, including staying and renegotiating.
Before you send
real estate outreach checklist
Run through this before each new campaign. FirstSales handles most of it for you.
- A cold email domain that is not your main firm domain
- SPF, DKIM and DMARC set on every sending domain
- Warm-up running for 21 days
- License number or firm name added where your rules require it
- Only current listings and accurate terms in the knowledge base
- No promised prices, rents or returns in the writing profile
- Every contact checked and Dirty contacts left out
- One side and one market per campaign
- Drafts reviewed in the approval queue
- Your meeting link ready for interested replies
Care by default
Real estate has its own rules for outreach, so keep every email accurate and fair.
Brokers and agents are licensed, and advertising rules differ by country, state and region. These general truths keep your outreach accurate and easy to defend.
- Show your license where requiredSome places ask brokers to include a license number or firm name in their ads and emails. Add it to your writing profile if it applies.
- Keep listings accurateDescribe size, price and terms only as they are. Keep the knowledge base current so an old listing is not offered as available.
- Never promise returns or pricesDo not promise a sale price, a rent or a return on an investment. Share facts and options, not forecasts you cannot stand behind.
- Treat everyone fairlyFair housing and anti-discrimination rules apply to how you describe and offer property. Keep wording neutral and about the space.
- Write to businesses about businessCold email works best for commercial property, owners and investors. Rules for writing to private homeowners can be stricter, so check them first.
- Make opting out easyGive a simple way to opt out in every campaign. FirstSales stops follow-ups when someone replies or opts out.
This is general information, not legal advice. FirstSales gives you the tools to send with care; you choose who to contact and you are responsible for following the licensing, advertising and privacy rules that apply to you and your contacts.
Why firms switch
Real estate outreach: FirstSales vs a typical tool
Many tools send one template to a list. FirstSales writes each email from your listings and a real change at the company.
| What you get | Typical tool | FirstSales |
|---|---|---|
| Emails written only from your listings and markets | Varies | AI writes only from your knowledge base |
| Opens with a real change at the company | Varies | Built in |
| Separate owner and tenant campaigns | Varies | Unlimited workspaces |
| SPF, DKIM and DMARC checks | Varies | Built in, per domain |
| Mailboxes | Varies | Unlimited on every plan |
| 21-day warm-up | Varies | Built in |
| Contact checks before each send | Varies | On every send, no add-on |
| Starting price | Varies | $29/mo |
| Start your $1 trial | ||
What people say
From people who use it
Real words from real users. No paid reviews.
“If you are looking to fix your sales pipeline, you should definitely try [it]. My open rate has increased drastically. The UI and UX are easy to understand, even for a beginner like me.”
Pooja Dhole
@ThisIsPoojaD
“One of the biggest pains in cold email is making sure that you have your DNS setup correctly. Firstsales has created a system to make sure you have done this correctly.”
Mike O
Trustpilot review
“I have always struggled in cold outreach. However, Firstsales has provided an excellent tool for cold outreach.”
Kaushal S.
Founder, small business
Questions,answered plainly.
Can’t find yours? Write to us.
01Does cold email work for real estate?
Yes, for commercial property, owners and investors, when each email names a real change like hiring, a new site or a lease date. FirstSales writes from your listings and markets and never offers a space you did not add.
02Can I email homeowners?
Rules for writing to private people are often stricter than for businesses, and they differ by country and state. Check what applies before you send. This is not legal advice.
03Who should a real estate firm email?
Usually founders, operations leads and CFOs at growing businesses, or property owners and asset managers. Each role gets its own angle, and each side of the deal gets its own campaign.
04Can I run owner and tenant outreach separately?
Yes. Give each side, market or team its own workspace with its own knowledge base, mailboxes and campaigns. Workspaces and team members are unlimited.
05Will it offer spaces I no longer have?
No, as long as the knowledge base is current. The AI writes only from what you add, so update it when a space leases or a price changes.
06How do we protect our main domain?
Send from a separate cold email domain. FirstSales checks SPF, DKIM and DMARC, warms each mailbox up for 21 days in three phases, and gives it a health grade with hourly inbox monitoring.
07How do I try it?
Start for $1 for 3 days. Connect a mailbox, add your listings and markets, and read the first drafts in manual mode. No contract: cancel anytime from your dashboard.
Outreach that keeps going after you log off.Leads, emails, follow-ups and replies, handled.
Connect unlimited mailboxes and let AI agents find leads, write each email and follow up. Or send your own templates in manual mode. From $29/mo.
$1 for 3 days · Cancel anytime · No contract