Estimate Follow-Up (3-Touch)
Recover 20–35% of cold estimates with a 3-touch sequence over 10 days.
Import this blueprint into your automation tool:
How to import: Download the blueprint → go to make.com (free account) → Create new scenario → click the 3-dot menu → Import Blueprint → upload the file. Then replace the placeholder values (YOUR_TWILIO_NUMBER etc.) with your own.
What this does
Most HVAC owners follow up on estimates once, don't hear back, and write it off. The data says 80% of sales require 5+ follow-up attempts. This 3-touch sequence runs automatically over 10 days — Day 2 check-in, Day 5 soft nudge, Day 10 final close. You set it up once and it works on every estimate you send.
Before you start
- ✓ Zapier account
- ✓ Twilio or Gmail connected
- ✓ A way to track when estimates are sent (your CRM, or a simple Google Sheet with Date Sent + Customer Phone/Email)
Setup guide
Set up your estimate trigger
Option A: Use your CRM's "New Estimate Sent" trigger in Zapier. Option B: Keep a Google Sheet with columns: Customer Name | Phone | Email | Estimate Date | Estimate Amount. Use "New Row in Spreadsheet" as your trigger — add a row every time you send an estimate.
Pro tip: The Google Sheet option is the easiest to start. You can migrate to a CRM integration later.
Send Touch 1 — Day 2 check-in
Add a Delay → 2 days. Then an SMS or email action with the Day 2 message below. This is a soft check-in, not a hard sell.
Hi [First Name], just wanted to make sure you received the estimate I sent for your [Job Type]. Happy to answer any questions or walk you through the scope. What works best for you?
Send Touch 2 — Day 5 nudge
Add another Delay → 3 more days (total 5 days from estimate). The Day 5 message introduces a soft time element — not fake urgency, just a real scheduling constraint.
Hey [First Name], following up on the estimate for [Job Type]. We have a few openings next week that I could hold for you if you're ready to move forward. Otherwise no pressure at all — just let me know either way.
Send Touch 3 — Day 10 final close
Delay 5 more days (total 10 days). The Day 10 message uses permission to say no — counterintuitively, this drives more responses than a hard push.
Hi [First Name], last check-in on the estimate from [Date]. If the timing isn't right or you went with someone else, totally understand — just reply "no thanks" and I'll close it out. If you still need the work done, I'm here whenever you're ready.
Test and activate
Add a test row to your sheet with your own phone number. Verify all 3 messages arrive at the right delays. Turn the Zap on.
Pro tip: For testing, temporarily set the delays to 1 minute, 2 minutes, and 3 minutes. Then switch back to 2 days, 5 days, 10 days before turning on for real.
All messages — copy & paste ready
Hi [First Name], just wanted to make sure you received the estimate I sent for your [Job Type]. Happy to answer any questions or walk you through the scope. What works best for you?
Hey [First Name], following up on the estimate for [Job Type]. We have a few openings next week that I could hold for you if you're ready to move forward. Otherwise no pressure at all — just let me know either way.
Hi [First Name], last check-in on the estimate from [Date]. If the timing isn't right or you went with someone else, totally understand — just reply "no thanks" and I'll close it out. If you still need the work done, I'm here whenever you're ready.
Pro tip
Add a fourth column to your sheet: "Reason Lost". When an estimate doesn't close, note why (price, timing, went with competitor). After 20 estimates, patterns will emerge that tell you exactly where your pricing or pitch needs work.
Common questions
What if someone books between follow-ups?
Should I use SMS or email for these?
What's the right estimate amount to follow up on?
Need help setting this up?
Reply to your welcome email and I'll walk you through it. Most setups take under 30 minutes with help.
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