You measured the roof, priced it carefully and sent a clean estimate. Then nothing. It's tempting to assume the homeowner went with someone cheaper, but very often they just got busy. The roof is a big decision, life gets in the way, and the bid slides down the list. A short, friendly follow-up brings it back to the top.
Following up isn't pushy when it's helpful, brief and spaced out. Here's a plan you can use on every bid.
Before you send it: set the next step
The easiest follow-up is one the homeowner expects. When you hand over or send the estimate, tell them when you'll check in: "I'll give you a couple of days to look it over and reach out Thursday in case you have questions." Now your follow-up is keeping a promise, not chasing.
A simple follow-up schedule
- Day 2: a quick check-in. "Wanted to make sure the estimate came through and see if any questions came up."
- Day 5: add something useful. Answer a question they're likely to have, or point out the option you'd pick for their home and why.
- Day 10: a direct, friendly ask. "Are you still planning to get the roof done this season? Happy to hold a spot on the schedule."
- After that: one polite close-out message, then stop.
Text works well for short check-ins; a phone call is better when you know they've been looking at the bid. If you can see that a homeowner opened the estimate again, that's a good moment to call.
What to say (and what not to)
Good follow-ups are about the homeowner's roof, not your sales numbers. A few things that help:
- Keep it short. Two or three sentences beats a paragraph.
- Be specific. Mention their house, the issue you found, or the option they asked about.
- Give them an easy reply: "Just reply with a time that works and I'll call."
- Use your name and your company name, every time.
And a few things that hurt:
- Fake urgency. "Price goes up tomorrow" only works once, and it costs you trust.
- Guilt. "I haven't heard back from you" makes people avoid you.
- Dropping your price unasked. It teaches homeowners that waiting gets a discount.
When they say "we're still deciding"
That usually means one of three things: they're comparing bids, they're worried about the money, or they're unsure about the work itself. Ask, gently: "Totally understand. Is it more about comparing prices, timing, or wanting to understand what's included?" Then answer that one thing.
Tip: If they're comparing bids, don't attack the other roofer. Explain what's in your price (tear-off, underlayment, flashing, cleanup, warranty) so they can compare apples to apples. Often the cheaper bid simply leaves things out.
If they're worried about the cost
This is where options help. If you sent one price, offer a Good option that meets the budget without cutting corners. If you sent three, remind them the middle option is there. Some homeowners also need to know how payment works: a deposit at signing and the rest when the job is done is easier to say yes to than one large number.
Close the file politely
If you've followed up three times without a reply, send one last message and then stop: "I'll close out your estimate for now so I'm not filling up your inbox. If anything changes, just reply here and I'll pick it right back up." It's respectful, it often gets a reply, and it leaves the door open for storm season.
Make it automatic
The hard part isn't knowing what to say. It's remembering to say it on every bid, every week, while you're on roofs all day. Ridgewise sends polite follow-ups on bids nobody has answered, under your company name, and shows you when a homeowner opens the estimate so you know when a call is worth making. Follow-ups stop the moment they sign.