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005
Adding Cold Email as a New Channel for a Remodeling-Focused Agency
Maps Machine helps remodeling companies grow through organic visibility — Google Business Profile optimization and review generation. Their own client acquisition, though, had always run on cold calling. With cold email increasingly saturated in the home-services space, Maps Machine wanted to test whether a second channel could add real volume without cannibalizing what already worked. UNIMA ran that test: strategy, list building, copy, and reply handling, end to end.
Client
Maps Machine
Industry
Remodeling Lead Generation Agency
Duration
2.5 Months
Last Updated
Sep 7, 2026
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The Challenge
Maps Machine already had a working acquisition channel in cold calling, and clear offers and targeting to go with it. The open question was whether cold email — a channel already crowded with competing agencies chasing the same remodelers and contractors — could add a genuinely new layer of volume, or would just compete with itself for the same worn-out lists.
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The Approach
UNIMA built a list-sourcing method specifically to avoid that overlap: instead of only targeting businesses Google categorizes as "Remodeling," lists were built from every adjacent category a remodeler might actually be filed under — General Contractor, Contractor, and other related classifications — surfacing prospects other cold-email agencies targeting the obvious category were missing. UNIMA also drove the creative side directly: copy, angle testing, and guidance on how Maps Machine's team should handle and respond to replies as they came in.
//03
The Low Hanging Fruit
Early campaigns were rougher, as expected while testing a brand-new channel — but performance wasn't static. As targeting and messaging were refined campaign over campaign, results became more consistent and the positive-reply rate climbed as the engagement matured.
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Why They Chose UNIMA
Maps Machine already had a working acquisition channel in cold calling, and clear offers and targeting to go with it. The open question was whether cold email — a channel already crowded with competing agencies chasing the same remodelers and contractors — could add a genuinely new layer of volume, or would just compete with itself for the same worn-out lists.
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The Results
UNIMA built a list-sourcing method specifically to avoid that overlap: instead of only targeting businesses Google categorizes as "Remodeling," lists were built from every adjacent category a remodeler might actually be filed under — General Contractor, Contractor, and other related classifications — surfacing prospects other cold-email agencies targeting the obvious category were missing. UNIMA also drove the creative side directly: copy, angle testing, and guidance on how Maps Machine's team should handle and respond to replies as they came in.
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The Current State
Early campaigns were rougher, as expected while testing a brand-new channel — but performance wasn't static. As targeting and messaging were refined campaign over campaign, results became more consistent and the positive-reply rate climbed as the engagement matured.
Total Contacts Reached
11,907
Avg. Positive Reply Rate
20%
Total Leads Generated
42
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