Estimate Follow-Up: How to Turn Quotes Into Booked Jobs Without Pressure

You spent $200 to get the lead. You spent $150 in labor to drive to the house and diagnose the issue. You sent a $5,000 estimate.

And then... nothing.

Most contractors treat estimates like lottery tickets. They scratch them off (send them) and wait to see if they won.

You must treat estimates like active projects. Active Pursuit is the difference between a 20% closing rate and a 40% closing rate.

The Perfect Delivery

The follow-up starts before you leave the house.

Option A: Kitchen Table Close (Best)

Do not email the quote later. Build it in into your iPad (ServiceTitan/Jobber) and present it sitting down with the customer.

• Script: "I have 3 options for you (Good, Better, Best). Which one makes the most sense for your budget?"
• Goal: Get a signature now.

Option B: The Video Walkthrough (Second Best)

If you must email it (e.g., complex commercial bid), attach a short video.

• Tool: Loom or Vidyard.
• Content: Walk through the line items. "I added this surge protector because [Reason]."
• Why: It prevents "Sticker Shock" by explaining value.

The 2-2-2 Follow-Up Protocol

If they don't sign immediately, enter the protocol.

• 2 Days Later (The Helper):

  • Medium: SMS + Email.
  • Script: "Hi [Name], just checking that the quote came through and didn't hit spam? any questions on the warranty part?"
  • Psychology: "Is everything technical clear?" (Not asking for money yet).

• 2 Weeks Later (The Incentive):

  • Medium: Phone Call.
  • Script: "We have an opening in the schedule for next Tuesday. If we can book this job for that slot, I can knock $200 off the labor."
  • Psychology: Scarcity + Reward.

• 2 Months Later (The Revival):

  • Medium: Email.
  • Script: "Are you still looking to do this project? Or should I close this file?"
  • Psychology: "The strip-line." People hate having files closed. They will often reply "No! I still want to do it, I was just busy."

Handling "Price Shoppers"

If they say "You are too expensive."

• Don't: Drop your price immediately. (Smells desperate).
• Do: Remove scope. "I can get the price down to [Target], but we'll have to remove the 10-year warranty and use the standard grade material. precise?"
• Result: Usually they say "No, keep the warranty." They just wanted to test your resolve.

Verification Checklist

• Expiration Dates: Do your quotes expire in 30 days? (Protects you from material cost increases).
• Open Tracking: Do you know when they open the email? (Call them 5 mins after they open it!).
• Rejection Log: When you lose a job, do you log the reason? (Price, Competitor, Ghosted).

Common Mistakes

[!WARNING] Ghosting the Customer Ironically, businesses often ghost the customer. They send the quote and never call. The customer assumes you don't want the work. Silence = Apathy.

• PDF Attachments: Don't just attach a PDF. Use a "Proposals" link where they can click "Accept/Sign" digitally. Friction kills deals.
• Vague Descriptions: "Replace AC - $5,000." No. List the model number, the SEER rating, the warranty, the cleanup promise. Value must exceed Price.

FAQ

Q: Is it annoying to call 3 times? A: No. You are a professional managing a project. Until they say "No," you are assuming they want the outcome.

Q: What is a good closing rate? A:

• Repair: 70%+
• Replace: 40%+
• New Construction: 20%+

Sources and References

1. ServiceTitan: The Benchmark Report - Closing rate data.
2. Chris Voss: The Art of Negotiation - Handling price objections.

Changelog

• 2024-06-05: Initial publication.

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Read Next in This Hub:

• Price Shoppers - Framework for the money talk.
• No Response Leads - When they go dark.

Related System:

• Follow-up Systems - The software that nags for you.