Estimate follow-up by text for roofing quotes

Why roofing estimates go quiet

Homeowners rarely say no to a roofer directly. They just stop replying, usually for one of four reasons:

1. They're waiting on other quotes.
2. The number surprised them and they're thinking.
3. They didn't understand part of the estimate, such as decking replacement or ventilation.
4. Life got busy.

Only the first is out of your hands. A good follow-up sequence addresses the other three without being pushy.

The numbers that make follow-up worth it

Run it on your own pipeline. Say you deliver 40 replacement estimates a month at an average of $15,000, and you sign 25% of them. That's 10 jobs. If structured follow-up moves even three more homeowners from silence to "yes" each month, that's $45,000 in signed work from leads you'd already paid to generate and inspect.

We can't promise that lift, and your close rate will vary by market and price point. The point is that the estimate stage is where the most money waits for a reply. The lead response guide explains how to track it.

The sequence we usually start with

Templates only; timing and wording are adjusted to your process.

Day 1, after sending the estimate:

Hi [Homeowner first name], it's [Estimator first name] at [Business name]. I've sent your roof estimate to [where]. Did it come through OK? Reply STOP to opt out.

Day 4:

Any questions on the estimate? Happy to explain the [decking/ventilation/flashing] part or anything else. A quick reply works, or I can call.

Day 12:

Checking in on your roof estimate. If you're comparing quotes, that's completely fine. Want me to hold your spot for [month]?

Day 21, close the loop:

I'll stop following up so I'm not a bother. If you go ahead with us later, just reply here. Thanks for considering [Business name].

The last message often gets the most replies, because it's easy to answer honestly.

Consent and pricing honesty

Follow-up texts must stay on the right side of two sets of rules. On consent, ISED's guidance notes implied consent from an inquiry may last as little as 6 months, and each text must identify your business and allow an opt-out. On pricing, the Competition Bureau warns against drip pricing, where mandatory fees are left out of an advertised price. If a follow-up mentions a price or offer, it should be the full amount. We summarise official guidance; we don't give legal advice.

Who it's for and timeline

This service fits replacement-focused roofers who hand out a steady flow of estimates, especially in markets where homeowners collect three or more quotes. It's less useful for pure repair shops where the job is booked on the spot.

Setup takes about two weeks: one to map your current estimate process and write the sequence, one to test it and go live. Many companies add it a month or two after instant reply and inspection booking.

How results are measured and mistakes to avoid

We track the share of estimates that receive a clear answer, the close rate on estimates, and the opt-out rate on the sequence. A rising opt-out rate means the messages are too frequent or too salesy.

Mistakes we see:

• Fake urgency. "Price goes up Friday" when it doesn't is misleading and erodes trust.
• Copy-paste follow-ups. Mentioning the actual roof details shows a person is paying attention.
• No stop point. An endless sequence turns a maybe into a block.
• Following up with people who never requested a quote. Keep it to real estimates.

Questions about cost? See pricing and the FAQ.