The follow-up systemthat turns slow buyers into signed contracts.
About 60% of roofing buyers do not sign in the first 21 days. If your follow-up stops at day 21, you are leaving a year of revenue on the table. This guide gives you the 90-day system that recovers those deals without making you feel pushy.
Executive summary
The short version for busy owners.
Follow-up is not about persistence. It is about being the contractor a homeowner remembers when they are finally ready to buy.
A 90-day system, with the right pace and the right content, recovers 8 to 15% of proposals that would otherwise go cold.
Key takeaways
What to remember when this page closes.
- Plan 90 days of follow-up, not 21.
- Mix channels: call, text, email, and one piece of physical mail.
- Lead with value, not 'just checking in.'
- Always give a clear next step.
- Stop when the homeowner asks you to stop, no exceptions.
Section 1
The 90-day cadence
| Window | Touches | Goal |
|---|---|---|
| Day 1 to 21 | 5 touches (see proposal cadence) | Close the active proposal |
| Day 22 to 45 | 2 touches | Reframe value, share a similar job |
| Day 46 to 75 | 2 touches | Educational content, financing reminder |
| Day 76 to 90 | 1 touch | Direct ask: still considering, or close the file |
Section 2
Templates that sound human
- Day 30 text: 'Quick one, the storm last week reminded me of your roof. Did you make any decisions on the proposal?'
- Day 45 email: 'Sharing a job we just finished a few streets over. Same shingle profile as yours.'
- Day 60 mail: handwritten card with a business card and one photo.
- Day 90 call: 'Want to make sure we are not bothering you. Should I close the file or keep you on the list?'
Section 3
When to stop, and how to ask
Always offer an out. A homeowner who says no today will refer you tomorrow if you respected their time.
Three perspectives
How three honest reviewers would frame this.
Optimistic
Most shops we audit have no follow-up after day 21. Adding the next 60 days routinely recovers 10% of stale proposals.
Balanced
Follow-up only works if your CRM enforces it. Without automation, reps drop the cadence inside three weeks.
Critical
Persistence without value is harassment. Every touch needs a reason the homeowner cares about.
Decision framework
A practical way to choose.
Find the row that matches your situation. Use it as a starting point, not a verdict. A short strategy call will sharpen the answer for your specific market.
| If this describes you | Recommended path | Why |
|---|---|---|
| You stop at day 21 | Add the day 30, 45, 60, and 90 touches this month. | Lowest-effort, highest-return change in this guide. |
| You follow up daily | Cut to the cadence above. | Daily contact reduces response, not increases it. |
| You have no system at all | Start with text-only at days 7, 14, 30, 60, 90. | Simple, easy to enforce, hard to mess up. |
Questions answered
What contractors ask before they start.
- How long should follow-up continue?
- 90 days for active proposals, then move to a 6-month nurture list.
- Text or email?
- Text for short check-ins, email for proposals and photos. Mix beats either alone.
- Is handwritten mail worth it?
- Yes. One card around day 45 is the single most-remembered touch in the sequence.
- What if they ask us to stop?
- Stop immediately and log it. Respect builds referrals.
- Should follow-up be automated or manual?
- Mix. Automate reminders to the rep. Keep the actual messages personal.
Related guides
Keep reading where it helps you decide.
Roofing CRM Workflows
Automate the parts that kill follow-through.
Read guide
Roofing Sales Process
From first call to signed contract, step by step.
Read guide
Roofing Appointment Confirmation
Cut no-shows with a simple 3-touch sequence.
Read guide
Roofing Sales Pipeline
A 7-stage pipeline owners can actually run.
Read guide
Book your strategy call
See if your market is still open.
We work with one roofing company per metro. In 20 minutes we will review your service area, pricing, and capacity, then tell you straight whether we are a fit. No pressure, no contract on the call.