Roof estimates have a long half-life. A homeowner who gets a price in October may not decide until April, and by then they've forgotten your name. The fix isn't more pressure. It's a steady, consent-based reminder that their estimate exists and that there's a way to spread the cost.
What it is
Estimate follow-up is a short sequence of texts and emails sent to homeowners who received an estimate and agreed to hear from you. A typical rhythm for an autumn estimate:
- Day 2: a thank-you with a copy of the estimate and the photos from the inspection.
- Week 2: a short note on what the homeowner should watch for over winter, such as stains on the ceiling or granules in the eavestroughs.
- Week 6: a reminder that payment options are available through your lender partner, with the approved one-line description and a link to your financing page.
- Late winter: your spring schedule is opening; estimates signed now get earlier install dates.
- Early spring: a final check-in asking whether they'd like the estimate updated.
Spring estimates get a tighter version measured in weeks rather than months.
Who it's for
It's for roofing companies that write plenty of estimates but sign a modest share, and whose office follows up once, if at all. If you already have a disciplined follow-up process, we can audit it rather than rebuild it.
What's included
- a review of how and when your team currently follows up
- a consent step for your estimate process, so you can show who agreed to receive messages
- the full message sequence, written for your company and region
- set-up in your existing texting or customer software, where possible
- a simple rule for when a human calls instead of sending the next message
- an opt-out process that stops all messages from the moment someone asks
Staying inside the rules
Canada's anti-spam law requires consent, sender identification and an unsubscribe mechanism for commercial electronic messages, and the sender has to be able to prove consent. The CRTC's CASL guidance is the official reference. We design around it, but we're not giving legal advice; if you're unsure about your situation, ask your own adviser.
Financing messages carry a second layer of care. They use only the wording your lender has approved, never a calculated payment, and never suggest that approval is certain.
Timeline
- Week 1: review of your current process and the estimate consent step.
- Week 2: drafted messages for your approval.
- Week 3: set-up, testing on your own phone and inbox, then live.
How results are measured
The number that matters is revived estimates: homeowners who signed after at least one follow-up message. We also track replies, opt-outs and how often financing is mentioned in those replies. All of it goes into the monthly view in our financing tracking service.
As a reference point, if you write 200 estimates a season and follow-up revives even 5 of the lost ones at a $16,000 average ticket, that's $80,000 in work. Your numbers will differ; our quote math guide shows how to estimate yours.
When a person should call instead
Automated messages are a safety net, not a replacement for your estimator. We write simple rules for when a human picks up the phone:
- the homeowner replies with a question about the roof, the price or the schedule
- the homeowner asks about payment options, so your office can share the lender's information directly
- the estimate was for a larger or more complex job, such as a full re-deck or a low-slope section
- a storm has passed through the area since the estimate was written
Those calls are usually the most productive conversations your office has all week, because the homeowner raised their hand.
Mistakes to avoid
- Sending without consent. It's both a legal risk and a trust problem.
- "Just checking in" messages. They give the homeowner nothing and train them to ignore you.
- Discount pressure. Constant price cuts teach homeowners to wait.
- Leaving it to memory. If follow-up depends on a busy estimator remembering, it won't happen in June.
See all five services on the services page.
Frequently asked questions
Is it legal to text homeowners about their estimate?
Commercial texts and emails in Canada need consent, clear identification and a working way to opt out under CASL. We build the sequence so your office records consent at the estimate and every message carries an opt-out.
How many messages do you send?
Usually five to seven over several months, spaced wider as time passes. A homeowner who replies, signs or opts out leaves the sequence at once.
Will this annoy people?
Not if it's useful. Each message carries something the homeowner can use, such as a reminder of what the inspection found or when your spring schedule opens, rather than a sales push.
Which software do you use?
Whatever you already have, if it can send texts and emails with opt-out handling. We don't force a new system on you.