Unsold roofing estimates: the leads you already paid for

Go back to every estimate from the last year that never got a yes or a no. Those homeowners haven't said no. They just haven't decided, and you've already done the hard part: you've been on their roof.

It's the cheapest lead you've got. You paid for it once already, with the ad, the drive and the inspection. Following up costs you a few minutes.

Most estimates lose by design

In Roofing Contractor's 2024 survey, about 67% of homeowners said they'd most likely get three quotes. Do the math. Even a good roofer loses most of the estimates they write, because two other roofers are writing them too.

The ones who said no, fine. But the ones who went quiet are a different group. Some picked someone else and didn't tell you. Some are waiting on insurance. Some got busy, or got nervous about the bill, and the roof is still sitting there.

Sort them first

• Under three months: still warm. A friendly check-in usually gets an answer.
• Three to six months: worth a call, especially if the season is changing.
• Six to twelve months: a short, no-pressure note. Some will have done the job. Some won't have.
• Leave out: anyone who said no, anyone who asked you not to contact them again, and anyone whose job you know is done.

What to say

Keep it about their roof and their estimate. Nothing about specials.

"Hi Maria, it's Dan with [Your company]. I was out at your place on Maple Street in August and left you an estimate. I wanted to check whether you had any questions about it, or whether anything's changed with the roof since. No pressure either way."

If they've gone with someone else: "Thanks for letting me know, I hope it goes well." That's it. You'll be surprised how often that person calls you the next time.

If they're still deciding, ask what's in the way. It's usually one of three things: the insurance claim, the timing, or the total. You can help with the first two by explaining what happens next. With the third, you can sometimes look again at the scope. Don't cut corners to cut the price.

How often

Three touches over about two weeks is plenty for an old estimate. A call. A text a few days later if they didn't pick up. Then a last, polite message:

"I'll close out your estimate on my end so I stop bugging you. If you ever want me back out for another look, just reply here."

New leads deserve more effort, about six tries, which we covered in how many times to follow up on a roofing lead. Old estimates get the lighter touch. They know who you are.

Check you're allowed to text

A homeowner who gave you their number for an estimate expects to hear about that estimate. That's different from adding them to a marketing list. Keep these messages about their job, stop as soon as anyone asks, and if you use automated texts or calls, check what they agreed to. We explained the rules in can an AI voice call your roofing leads back?

Make it a habit, not a cleanup

The real win is never letting estimates go cold in the first place. Pick one afternoon a week, the slow one, and go through every estimate from the past fortnight. Ten minutes of calls from the truck beats a spring spent wondering where the work went.

Common questions

How do I follow up on an unsold roofing estimate?

Call and ask if they have questions about the estimate or if anything has changed with the roof. If they don't answer, text a few days later, then send one polite last message saying you'll close out the estimate.

How long after a roofing estimate should I follow up?

A first check-in within a few days to a week, then again before the file goes cold. Estimates under three months old are the warmest. Older ones still get replies with a short, no-pressure note.

Is it OK to text old roofing estimate customers?

Texts about their own estimate are what they'd expect. Don't turn them into marketing, stop as soon as anyone asks, and check what they agreed to before using automated texts or calls.

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