7 Follow-Ups to 40% Close Rate

You spent 45 minutes at the homeowner's kitchen table with your iPad, pulled the satellite measurements, walked them through three shingle options, answered every question, and sent the proposal to their email before you left. They smiled, said they'd "think about it," and promised to call you back.

That was eight days ago.

You sent one follow-up text on day three. Nothing. Now you're wondering if you should try again or if you're being annoying. Meanwhile, your competitor who quoted the same job last week just closed it - not because their price was better, but because they followed up seven times while you followed up once.

Here's the data that should piss you off:

80% of roofing sales require 5+ follow-up contacts.
44% of sales reps give up after just one attempt.

That gap is costing you six figures annually.

Why Homeowners Go Silent After Your Estimate

When a homeowner ghosts your follow-up text, you assume they went with someone else. Usually, you're wrong.

What's actually happening:

They're staring at your $18,500 proposal next to two other estimates ($16,200 and $21,800). They don't know which shingles are actually better. The insurance claim might not cover enough. Their spouse wants to wait until tax refund season. Or they got busy with work and genuinely forgot to respond.

None of those mean "no." They mean "not yet" or "I'm scared of making the wrong choice."

The average homeowner takes 7-14 days to decide on a roofing project after getting estimates. If you're not systematically staying in front of them during that window, someone else is.

The 7-Touchpoint Cadence That Actually Closes Deals

This isn't theory. This is the exact sequence top performers use to convert 35-40% of their estimates into signed contracts, compared to the industry average of 18-22%.

Each touchpoint has a specific purpose, channel, and message that moves the homeowner closer to a decision. Here's the complete playbook:

Day 0: The Same-Day Recap

Channel: Text message
Timing: Before you leave their driveway
Purpose: Confirm what you discussed, eliminate confusion

What to send:

"Hi [Name], great meeting you today. Quick recap: GAF Timberline HDZ architectural shingles, 50-year warranty, includes ice and water shield on all valleys and eaves, lifetime workmanship guarantee. Total: $18,500. Your insurance adjustor appointment is Thursday at 10am. Call/text me with any questions - even the small ones. - [Your name]"

Why this works: It reminds them of the specific product (they'll get 3-5 estimates and forget who quoted what), confirms next steps, and opens the door for questions without requiring commitment.

Pro tip: Include one photo - either the damaged area or a finished roof with similar shingles.

Day 1: The Morning Check-In Call

Channel: Phone call
Timing: Next morning, 9-11am
Purpose: Stay top-of-mind during the 24-hour comparison window

What to say:

"Good morning [Name], this is [Your name] from [Company] - I was at your house yesterday for the roof estimate. I wanted to make sure you got my recap text, and I had one thing I forgot to mention: if your insurance claim comes back lower than expected, we have six-month same-as-cash financing that doesn't require a credit check. I know you're talking to a couple other contractors - smart move - so if anything comes up while you're comparing estimates, I'm here. What questions can I answer for you?"

If they don't answer: Leave a 30-second voicemail with the same message. Include your phone number twice - once at the beginning, once at the end.

What you're NOT doing: Asking "when can I come back to sign paperwork." You're providing additional value and positioning yourself as helpful, not desperate.

Day 3: The Value-Add Touch

Channel: Text message
Timing: Three days after estimate
Purpose: Demonstrate expertise and help them make a better decision

This is where most reps screw up. They send "Just checking in!" or "Any questions?" - messages that provide zero value and feel pushy. You're doing something different.

Pick ONE based on their situation:

Weather-triggered message:

"Hey [Name], saw the forecast for this weekend - supposed to drop to 28° Friday night. If you've got exposed sheathing or tears in the underlayment, throw a tarp over it before then. Ice damage to the decking adds $1,500-$2,500 to any roofing project. Let me know if you need help with that - no charge."

Insurance-specific message:

"Quick heads up - when your State Farm adjustor comes Thursday, make sure they write for ice and water shield in the estimate. Some adjustors try to exclude it even though building code requires it in Pennsylvania. If they push back, have them call me directly."

Financing message:

"Thought you'd want to see this: our financing calculator shows $18,500 breaks down to $287/month over 72 months at 6.9% APR. Most homeowners find that's less than they were expecting. Here's the calculator link if you want to run different scenarios: [link]"

The pattern: You're solving a problem they didn't know they had. You're not asking for anything.

Day 7: The Social Proof Call

Channel: Phone call
Timing: One week after estimate
Purpose: Provide social proof and create subtle urgency

By this point, they've likely received all their estimates and are actively deciding. This call has a different tone than Day 1.

What to say:

"Hi [Name], it's [Your name] from [Company]. I know you're probably still comparing estimates - wanted to let you know we just finished a Timberline HDZ installation two streets over from you on Maple Avenue. The homeowner said I could give their number to neighbors who want to see the finished product, so if you want to take a look before you decide, I can connect you. Also, wanted to mention our install schedule: we've got a crew available the week of [specific dates], but after that we're booking into late [next month]. No pressure, just wanted you to have the timeline. What questions have come up since we last talked?"

You're doing three things:

• Providing social proof (finished roof nearby)
• Creating calendar-based urgency (not "prices go up," but "here's when we can do the work")
• Opening the door for objections

If they say "we're still deciding": That's progress. Now you know the real timeline.

Day 14: The Testimonial Email

Channel: Email
Timing: Two weeks after estimate
Purpose: Provide detailed social proof addressing their likely concerns

This is too long for text, so email works. This is for homeowners who are seriously considering you but need one more piece of evidence.

Subject line: "The Johnsons' roof replacement (same shingles we quoted for you)"

Email body:

Hi [Name],

I was going through project photos this morning and thought of you. We installed the exact roof we quoted for your house - GAF Timberline HDZ in Weathered Wood - for the Johnsons in [nearby neighborhood] last month.

They were nervous about choosing a contractor (like everyone is), so I asked them to write down what mattered most during the project. Here's what they said:

"We got five estimates. [Your Company] wasn't the cheapest, but [Your name] was the only one who explained exactly what our insurance would cover and what we'd pay out-of-pocket before we signed anything. No surprises. The crew showed up when promised, finished in two days, and left our yard cleaner than they found it. Our insurance company tried to lowball the estimate - [Your name] dealt with them directly and got them to add the ridge vent we needed. We'd hire them again tomorrow."

The insurance pushback they mentioned happens on about 40% of claims - especially with State Farm and Allstate adjustors. It's something I handle for every client.

Still deciding? I'm happy to answer any questions that have come up.

[Your name]
[Your Company]
[Phone]

Why this works: It's not you bragging - it's a customer describing exactly what your ideal prospect is worried about (surprise costs, insurance hassles, crew reliability) and confirming you handled it.

Day 21: The Final Push Call

Channel: Phone call
Timing: Three weeks after estimate
Purpose: Give them a reason to decide now instead of next month

This isn't "sign or I walk away" desperation. This is genuine urgency tied to something real - your schedule, material lead times, or seasonal timing.

What to say:

"Hi [Name], it's [Your name] from [Company]. I wanted to reach out one more time before we're fully booked for [specific month]. I've got one crew slot left the week of [specific dates] - after that, we're pushing into [later month when weather/demand changes]. I know you were comparing a couple estimates, and I respect whatever decision you make. But if you're leaning toward moving forward, this week is the time to lock in that install date. What are you thinking?"

You're NOT: Threatening price increases or saying "this offer expires"
You ARE: Stating facts about crew availability during storm season or before winter

If they chose another contractor: Thank them and ask: "Just for my own learning, what was the deciding factor?" The answer helps you improve.

If they're not doing the roof: Ask: "Can I check back with you in [specific month]? Roofs don't fix themselves, and I'd rather be your first call when you're ready than have you start the whole estimate process over."

Day 30: The Door-Is-Open Email

Channel: Email
Timing: Thirty days after estimate
Purpose: End on a positive note, leave the door open

This officially closes the sales cycle while positioning you as a resource if circumstances change.

Subject line: "Quick check-in about your roofing project"

Email body:

Hi [Name],

It's been a month since I sent your estimate, and I haven't heard back - which usually means you either went with another contractor or decided to hold off on the project.

Either way, no problem. I wanted to send one last message to say:

If you chose another contractor, I hope the project goes smoothly.

If you're still deciding, I'm here to answer questions. My estimate is good for 90 days.

If you decided to wait, I'll keep your info on file. When you're ready to move forward (whether that's next month or next year), shoot me a text. I'd rather you have my number saved than have to Google "roofing contractors" again.

Thanks for considering us.

[Your name]
[Your Company]
[Phone]

Why this works: It removes pressure, shows respect for their decision, and positions you as a resource instead of a salesperson.

Homeowners save this email. When their roof starts leaking six months later or their insurance claim gets approved next spring, they'll text you instead of requesting five new estimates.

Multi-Channel Approach: Why You Need All Three

You're not picking one channel and sticking with it. You're using phone, text, and email strategically based on what each does best.

Phone calls work for:

• Complex conversations where you need to answer detailed objections in real-time. Homeowners who are confused about insurance coverage or material quality need to hear your voice, not read a text.
• Building personal connection that makes you feel like a trusted advisor instead of Contractor #3. Use them on Day 1, Day 7, and Day 21 when you need actual dialogue.

Text messages work for:

• Quick value-adds that don't require a response. Weather alerts, insurance tips, financing calculators - all stuff they can read in 10 seconds without feeling pressured to reply.
• Keeping the conversation casual and low-friction. Use them on Day 0 and Day 3 when you're providing information, not asking for anything.

Emails work for:

• Longer testimonials and case studies that are too detailed for text. When you need to tell a full customer story that addresses multiple concerns, email is the only format that works.
• Professional documentation and closing the loop. Use them on Day 14 and Day 30 when you need permanent records of communication.

Video messages (bonus channel):

• Record a 30-second video on your phone standing in front of a finished roof: "Hey [Name], just wrapped this Timberline HDZ project and thought of your house."
• Send via text or email on Day 3 or Day 14. It feels personal and builds trust faster than text.

The research: Studies from the NRCA show multi-channel follow-up achieves 2.3x higher close rates than single-channel approaches. Homeowners consume information differently - some hate phone calls and only respond to text. You're covering all bases.

When to Stop Following Up (Knowing When It's Dead)

After your Day 30 email, active follow-up ends. But the lead isn't necessarily dead.

Stop actively pursuing when:

• They explicitly say no: "We decided to go with another contractor" or "We're not doing the roof" means send the Day 30 email and move on. Don't keep following up.
• They ghost all seven touchpoints: If someone ignores every call, text, and email across 30 days, they're either not interested or dealing with something that makes roof replacement impossible right now. Send the Day 30 email and stop.
• They signed with someone else: If you drive past and see another company's dumpster in the driveway, send a friendly text: "Saw the project started - hope it goes smoothly! If you ever need repairs down the road, you've got my number."

Keep them in passive follow-up when:

• They engaged but didn't commit: Responded to 2-3 of your touches, asked questions, but ultimately didn't sign? They go into a 90-day nurture sequence. One touch per month - something useful like "storm season prep checklist" or "how to spot hail damage before insurance cancels your claim."
• Their timeline extended: "We're waiting for the insurance money" or "We're doing this next spring" means set a calendar reminder for the month before their stated timeline and check in then.
• Budget was the only objection: If they loved you but couldn't afford it, reach out when financing promotions change or when manufacturers run seasonal rebates.

The long game: According to the Roofing Contractor Association, 23% of roofing sales close between 60-180 days after the initial estimate - but only if the rep maintains occasional contact.

Setting Up the 7-Touchpoint Cadence in Your CRM

If you're not using a CRM in 2025, you're leaving money on the table. Every modern roofing operation runs on AccuLynx, JobNimbus, Salesforce, or HubSpot for a reason - automated follow-up is the difference between 20% and 40% close rates.

Here's how to build this exact cadence into your system:

Automated Task Sequences

When a rep marks an estimate as "Proposal Sent" in your CRM, trigger this task sequence:

Day 0: Auto-send recap text via CRM SMS integration (personalize with estimate details from the deal record)

Day 1 (9am): Create task "Follow-up call - financing mention" assigned to rep

Day 3: Create task "Send value-add text" with three template options (weather/insurance/financing)

Day 7: Create task "Social proof call - mention crew availability"

Day 14: Auto-send testimonial email from template library

Day 21: Create task "Final push call - genuine urgency"

Day 30: Auto-send door-is-open email

Pipeline Stage Automation

Set up stage triggers so when deals sit in "Proposal Sent" for specific timeframes, they auto-move to "7-Day No Response" or "21-Day Final Push" stages. Your sales dashboard shows exactly which leads need which touchpoint.

CRM Mobile App Compliance

Your reps live in their phones, not desktops. Make sure your CRM mobile app lets them:

• Complete tasks with one tap (called, texted, emailed)
• Send templates via SMS directly from the app
• Log call notes without typing essays
• See upcoming follow-up tasks for today

If your CRM's mobile experience sucks, your reps won't use it. AccuLynx and JobNimbus have solid mobile apps. Salesforce mobile is fine if you customize it properly.

Manager Visibility

Set up a dashboard that shows:

• Which reps are completing their follow-up tasks on time
• Average days-to-close by rep (good reps will be 7-14 days, weak reps will be 30+)
• Deals sitting in "Proposal Sent" past Day 21 without activity
• Response rate by touchpoint (helps you refine your templates)

The bottom line: Your CRM should enforce this cadence automatically. If your reps have to remember to follow up, they'll forget. If the system reminds them and tracks completion, close rates go up.

The Real Reason Most Reps Don't Follow Up Enough

It's not that reps don't understand follow-up works. It's that follow-up calls feel uncomfortable.

You're worried about annoying people. You're afraid they'll think you're desperate. You don't know what to say when they answer.

Here's the truth that top performers understand:

Homeowners expect follow-up. They requested estimates from 3-5 contractors. They know each of you is going to follow up. The contractor who follows up confidently and helpfully - not desperately - is the one who feels like the professional.

The homeowner isn't annoyed by your Day 7 call. They're grateful someone remembered them and is making the decision easier.

The homeowner isn't bothered by your Day 3 text about ice and water shield. They're impressed you're thinking about their project.

When you reframe follow-up from "bothering people" to "helping people make better decisions," the discomfort disappears.

But knowing what to say is still the hard part

That's where practice comes in. Not "winging it" practice. Systematic practice with AI-powered role-play scenarios where you run through:

• Homeowners who say "we're still deciding" and need social proof
• Homeowners who ghost you and need value-based touches
• Homeowners who hit you with price objections on Day 21

When you've practiced follow-up calls dozens of times with AI homeowners who give you every excuse in the book, you walk into those Day 7 and Day 21 calls knowing exactly what to say. No hesitation. No fumbling. Just confident execution.

That's the difference between reps who close 20% of estimates and reps who close 40%. It's not talent. It's practice. Lots of it.

The same principle applies to handling objections - the reps who've practiced responses to "your price is too high" or "we need to think about it" fifty times don't freeze when they hear it live.

The bottom line:

Your competitors are following up once, maybe twice, then moving on to the next lead. You're running a seven-touchpoint system that stays in front of homeowners throughout the entire decision window.

The math is simple: More touches. More deals. More income.

Set the Day 0 text reminder in your phone right now. Send it after your next estimate. Then watch what happens when you actually follow up like you know you should.