A homeowner in Sheffield requests a roofing quote on a Tuesday. You visit on Thursday, send the proposal Friday morning. Monday, nothing. You send a follow-up email. Still nothing. By the following Monday, you've mentally moved on — "they probably went with someone cheaper."
Three weeks later, a competitor who followed up twice more than you wins the job. The homeowner wasn't avoiding you — they were waiting on a second quote, discussing it with their partner, and generally taking the time that a £6,000 decision warrants. The contractor who stayed in the picture, professionally and without pressure, won.
This happens every week across the UK. The question isn't whether to follow up — it's how long, how often, and when to stop. This post gives you the exact answer for every job type and scenario.
The Short Answer: How Long to Follow Up
The complete answer depends on job type and urgency — but here is the baseline for most UK residential roofing leads:
- Active follow-up window: 14–21 days after the quote is sent
- Minimum contacts within that window: 3 (Day 2, Day 5–7, Day 14)
- After no response at Day 14: Move to dormant — re-engage at Day 30
- Final dormant contact: Day 60 — then archive unless they re-initiate
Beyond Day 60 without a single response, the probability of conversion from continued follow-up drops below the threshold of worthwhile time investment. Archive the lead, tag it for a seasonal re-engagement (next winter storm / spring maintenance season), and focus energy on active leads.
The Complete Follow-Up Timeline — With Scripts
Below is the full sequence, step by step, with the channel, framing, and word-for-word script for each contact.
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0Day 0 — Same day as enquiry
Initial Response — Within 30 Minutes
📞 Phone 💬 SMS if no answerThis is technically the first contact, not a follow-up — but it sets the conversion trajectory for everything that follows. Responding within 30 minutes produces 3–5× higher conversion than responding hours later. If on the tools, send an acknowledgement SMS immediately with a specific callback time.
📱 SMS — If you can't call immediately"Hi [name], it's [your name] from [company] — just seen your enquiry about your roof. I'm on a job until 4pm. Can I give you a call then to find out a bit more and get you booked in? [Your number]."
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QDay 0–1 — After site visit
Quote Sent — Same Day Where Possible
✉️ Email (PDF) 💬 SMS notificationSend the branded proposal as a PDF to the homeowner's email. Send a brief SMS at the same time to notify them — most homeowners see the SMS first and then open the email. Include your Google review link in the email automatically.
💬 SMS — Quote notification"Hi [name] — I've just emailed over the proposal for your roof at [address]. Happy to talk through anything in it — just give me a call or reply here. [Your name], [Company]."
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1Day 2 — First Follow-Up
Quote Arrival Check — Phone Call
📞 Phone first 📢 Voicemail if no answer 💬 SMS immediately after voicemailThe highest-converting follow-up contact. Not a sales call — a service call. The framing is "checking the quote arrived and answering any questions," not "have you decided yet?" If no answer, leave a voicemail and send an SMS within 60 seconds to create a two-channel touch on the same day.
📞 Call script"Hi [name], it's [your name] from [company]. I sent over the proposal for your roof yesterday and just wanted to check it arrived okay and see if you had any questions about anything in it."
📢 Voicemail + 💬 SMS comboVoicemail: "Hi [name], [your name] from [company] — just tried to call to check the roofing proposal arrived okay. Happy to go through anything in it — give me a call on [number] or I'll try again in a couple of days."
SMS (immediately after): "Hi [name] — just left you a voicemail re the roof proposal. Happy to answer any questions anytime — just reply here or call me on [number]. [Your name]." -
2Day 5–7 — Second Follow-Up
Soft Nudge — SMS or Email
💬 SMS ✉️ EmailA light, non-pressuring touch that keeps you visible without feeling like a chase. SMS is preferred at this stage — it gets opened and read at 95%+, and the brevity signals that you're not desperate. The goal is to stay front of mind while the homeowner is still in their decision window.
💬 SMS script"Hi [name] — just following up on the roofing proposal from last week. Happy to talk through any part of it, adjust the spec, or answer any questions. No rush — just here when you're ready. [Your name], [Company], [number]."
✉️ Email alternativeSubject: "Your roofing quote — any questions?"
"Hi [name], just checking in on the proposal I sent over for your roof at [address]. I wanted to make sure everything in it was clear and see if there's anything you'd like me to walk through or adjust. I'm happy to chat at any time — feel free to call, reply here, or drop me a text. [Your name]" -
3Day 14 — Third Follow-Up (Close the Loop)
Decision Check — Phone Call
📞 Phone 💬 SMS if no answerThe final active follow-up. Framed as closing the loop rather than chasing — this gives the homeowner a graceful exit if they've decided elsewhere, and prompts a decision if they're still undecided. You get a clear outcome either way, which is more valuable than continued silence.
📞 Call script — Close the loop"Hi [name], it's [your name] from [company]. I just wanted to close the loop on the roofing proposal — are you still looking to go ahead, or have you decided to go another route? Either way is completely fine — I just want to make sure I'm not leaving you in limbo if you need someone booked in."
💬 SMS if no answer at Day 14"Hi [name] — just tried calling to close the loop on the roof quote. No worries if you've sorted it another way — just let me know either way so I can update my schedule. Thanks, [your name]."
If no response after Day 14 contact: move lead to dormant status in your CRM. Set a 30-day re-engagement task. Do not contact again in between — this spacing is intentional.
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RDay 30 — Dormant Re-Engagement
Value-Add Re-Contact — Not a Sales Chase
💬 SMS 📞 Phone optionalThis contact should not reference the old quote. It should re-engage on a new, contextually relevant angle — local weather, a nearby job, a seasonal prompt. The homeowner's roof problem still exists. You're giving them a low-pressure reason to re-open the conversation. This recovers 8–15% of leads that appeared cold.
💬 SMS — Local weather angle"Hi [name] — [your name] from [company]. We've been busy with a few jobs in your area recently after the recent weather. Just wanted to check in — is the roof still something you're looking to sort, or have you had it done? Happy to update the quote if things have changed since we spoke."
💬 SMS — Seasonal angle"Hi [name] — [your name] here. We're getting into the busier spring season now — just checking whether you're still thinking about the roof. Lead times are starting to stretch out so it's worth getting booked in early if you're planning work this year."
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FDay 60 — Final Contact
Last Reach-Out Before Archive
💬 SMS ✉️ EmailOne final contact — brief and without expectation. Its purpose is closure, not conversion (though conversion does happen). After this, archive the lead. Tag it for a seasonal re-engagement 3–4 months out if it seemed genuinely interested but poorly timed. Do not continue contacting beyond Day 60 without a response — diminishing returns and potential reputation impact.
💬 Final SMS"Hi [name] — [your name] from [company]. This will be my last check-in on the roofing quote from a couple of months ago. If you ever need us in the future, we'd love to hear from you — just hold onto my number. Hope things are well. [Your name]."
This final message consistently generates a reply from 5–10% of dormant leads — either to book, to explain why they didn't proceed, or to ask a new question. The gracious framing makes it feel like a close rather than a chase, and homeowners respond positively to being given an explicit out.
How Follow-Up Duration Varies by Job Type
Not every lead deserves the same follow-up window. Urgency and job value both affect how quickly a homeowner needs to decide — and how long it's worth pursuing them.
Active leaks, storm damage, fallen debris
Compressed window — decision happens fast or not at all
Emergency leads have a very short conversion window. A homeowner with water coming through their ceiling is not comparing quotes for two weeks — they need someone now. If you don't respond within the hour, you've likely lost the job. If you've sent a quote and heard nothing within 48 hours, a single follow-up call is appropriate. If there's still no response after 72 hours, the job has almost certainly gone elsewhere.
Do not send a Day 5 or Day 14 follow-up on an emergency lead — if they haven't responded in 72 hours, the job is gone. Instead, log the response time and outcome for future improvement. Emergency leads lost to slow response are process failures, not pipeline failures.
Tile replacements, flashings, ridge re-bedding, guttering
Medium urgency — 7–14 day active window
Standard repair leads have a shorter decision window than replacements because the job scope is simpler and the financial commitment is lower. The homeowner doesn't need weeks to decide on a £1,200 repair. If you haven't heard back after Day 7 of active follow-up, one more contact and then move to dormant. The 30-day re-engagement is worth running — smaller jobs often convert from dormant because the homeowner "kept meaning to sort it."
Full re-roofs, complete replacement, recovering
Longer decision cycle — full 21-day active window justified
Full replacements are significant financial decisions. A homeowner receiving three quotes for a £8,000 job is not going to decide in 48 hours — they'll discuss with their partner, check references, read reviews, and compare materials specifications. The full 21-day active follow-up window (Day 2, Day 7, Day 14, Day 21) is justified and expected at this value level. Stopping at Day 7 on a replacement lead is leaving real money on the table.
The 30-day and 60-day dormant contacts are also higher-value here — a homeowner who couldn't commit on a £10,000 job at the time of quote may well come back 8 weeks later when finances have settled or they've seen another storm damage their neighbours' roofs.
EPDM, GRP, felt replacement on extensions, garages
Education-heavy — follow-up should answer system questions
Flat roofing leads often go quiet because the homeowner doesn't know enough about the different systems (EPDM vs GRP vs felt) to feel confident choosing. The follow-up here should be educational rather than purely chasing. The Day 5 SMS works particularly well when it offers to explain the difference between systems or sends a helpful comparison. "Happy to spend 5 minutes on the phone going through why we're recommending EPDM for your extension" keeps the conversation open on a value-adding basis.
How Job Value Affects Follow-Up Duration
| Job Type | Typical Value | Active Window | Min Contacts | 30-Day Re-engage? | Archive After |
|---|---|---|---|---|---|
| Emergency repair | £300–£1,500 | 24–72 hours | 1–2 | ❌ No | 72 hrs |
| Standard repair | £500–£3,000 | 7–14 days | 3 | ✅ Yes | Day 60 |
| Flat roof | £800–£6,000 | 14 days | 3–4 | ✅ Yes | Day 60 |
| Full replacement | £4,000–£20,000 | 14–21 days | 4 | ✅ High priority | Day 60–90 |
| Commercial | £10,000+ | 30–60 days | 5–8 | ✅ Essential | Day 90+ |
When to Stop — And Why Getting This Right Matters
The question contractors ask most often is "when is it too much?" There's a real risk: too many contacts becomes harassment, damages your reputation, and can prompt a complaint. Here's the line between professional persistence and counterproductive pressure.
Professional persistence
3–4 contacts over 21 days, spaced at Day 2 / Day 7 / Day 14, using phone and SMS, framed as checking in and offering to help — not asking "have you decided?" as an opener. This is expected and well-received by most homeowners.
Counterproductive pressure
Daily contact, multiple messages on the same day, explicitly asking if they've decided every time, calling after they've asked not to be called, or continuing past Day 21 without switching to the dormant sequence. This actively reduces conversion and damages your reputation.
Stop immediately when
The homeowner explicitly says they've gone with someone else, asks you not to call again, confirms the project isn't happening, or blocks your number. Any of these signals close the active loop — send a gracious close and archive.
Switch to dormant when
Day 14 contact produces no response — not even a "not interested" — meaning the homeowner is still theoretically reachable but not actively engaging. Dormant is not dead: the 30-day re-engagement still recovers 8–15% of these leads.
The CRM Setup That Makes This Automatic
This follow-up sequence is only reliable if it's managed by a system — not by memory or a WhatsApp list. The contractors who follow up three times consistently aren't more disciplined than those who don't; they have a CRM that prompts the action without relying on them to remember.
Lead status categories to set up
New enquiry → Quote sent → Follow-up 1 done → Follow-up 2 done → Follow-up 3 done → Won / Dormant / Lost. Every lead sits in one of these at all times. You should be able to open the CRM and immediately see which leads need a Day 5 or Day 14 contact today.
Tasks attached to every lead
When a quote is sent, immediately create three tasks: Call [name] — Day 2, SMS [name] — Day 7, Close loop [name] — Day 14. These appear in your daily task list each morning so no follow-up gets missed. In Jobber, this can be automated as part of the quote workflow.
Dormant segment and re-engagement
When a lead reaches Day 14 with no response, move it to a "Dormant" list in your CRM. Set a single task 30 days out: "Re-engage [name] — value-add angle." Review this list monthly and send the re-engagement SMS in a single batch. 8–15% will respond.
Track where each lead is won
Log which follow-up contact resulted in the booking — Day 2, Day 7, Day 14, Day 30, or Day 60. Over 3–6 months this data tells you which contacts have the highest yield for your specific job mix, and where investing more attention pays off most.
The Long-Term Nurture: Seasonal Re-Engagement Beyond Day 60
Leads archived beyond Day 60 are not necessarily permanently lost. Some homeowners deferred because of finances, life events, or seasonal timing — and the original roofing problem still exists. A small number of archived leads are worth a seasonal re-engagement contact 3–4 months out, particularly after:
- Storm events: A winter of wind and rain is a natural re-opener for a homeowner who was considering roof work but hadn't committed.
- Spring: "Thinking about getting the roof sorted before summer?" works well for homeowners who deferred in autumn.
- Autumn: "Getting ahead of winter — is the roof still on your list?" for those who deferred in spring.
These seasonal contacts are best sent to batches of archived leads — a single SMS blast in early March and early September to your dormant list, personalised by name. The conversion rate is low (2–5%) but the effort is minimal and the cost per converted lead is effectively zero.
Your Follow-Up System Checklist
- ✅Quote notification SMS sent — same moment the quote email goes out, notifying the homeowner to check their inbox
- ✅Day 2 phone call scheduled — in your CRM as a task attached to the lead, visible in your daily list
- ✅Voicemail + SMS combo on Day 2 if no answer — both channels hit the same day to maximise contact rate
- ✅Day 5–7 SMS nudge — brief, helpful, non-pressuring — offers to clarify or answer questions
- ✅Day 14 close-the-loop call — framed as giving a definitive outcome, not chasing a decision
- ✅Move to Dormant if no response at Day 14 — status updated in CRM, active follow-up stops
- ✅Day 30 value-add re-engagement — new angle, no reference to old quote, contextually relevant
- ✅Day 60 final gracious close — brief, no expectation, leaves door open for future work
- ✅Seasonal re-engagement after Day 60 — March and September batch SMS to archived leads, personalised by name
- ✅Conversion tracked by follow-up contact number — which contact number produced the booking? Log this for every won lead
Need More Leads to Follow Up On?
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Frequently Asked Questions
How long should you follow up a roofing lead?
For most UK roofing leads, the active follow-up window is 14–21 days after the quote is sent. This should include a minimum of three contacts: Day 2 (phone call), Day 5–7 (SMS nudge), and Day 14 (close-the-loop call). After Day 14 with no response, move the lead to dormant and re-engage at Day 30. A final contact at Day 60 before archiving is recommended. Emergency leads have a much shorter window — 24–72 hours.
When should you stop following up a roofing lead?
Stop active follow-up after 3 contacts with no response in a 14-day window, then switch to dormant re-engagement at Day 30 and Day 60. Stop entirely if the homeowner explicitly says they've gone elsewhere, asks not to be called, or if it's been 60+ days with zero response. Never continue contacting someone who has asked you to stop — this damages your reputation and is counterproductive.
Is it too pushy to follow up a roofing quote more than once?
No — provided your follow-ups are spaced appropriately and framed helpfully rather than as pressure. Three contacts over 14 days (Day 2, Day 5–7, Day 14) is professional and expected. What feels pushy is daily contact, the same message sent multiple times, or opening every call with "have you decided yet?" A well-spaced follow-up that offers to answer questions or clarify scope is received positively by most homeowners.
What is the best channel for following up a roofing quote?
Phone call first, SMS immediately after if unanswered, email as a written record. Phone has the highest conversion rate because it creates a real-time conversation where questions can be answered immediately. SMS has a 95%+ open rate and works as a low-friction nudge after a missed call. Email alone converts at the lowest rate — most UK roofing contractors over-rely on it because it feels less intrusive, but this is exactly why it underperforms.
Should you re-engage roofing leads that went cold months ago?
Yes — with the right framing. A homeowner who enquired 3–6 months ago and didn't proceed still has a roof. If they didn't get the work done by someone else, the original problem persists and may have worsened. A value-add re-engagement — "I was in your area and noticed the recent weather has been hard on roofs — is your project still something you're looking to sort?" — reactivates a meaningful proportion of dormant leads, especially after storm events or at the start of a new season.
Build the System — Then Fill the Pipeline
A great follow-up process converts the leads you already have. We help UK roofing contractors generate more exclusive, high-intent enquiries through Google Business Profile, local SEO, and Google Ads — so your follow-up system has more to work with every month.
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