Question 1

What is a good close rate for contractor estimates?

Accepted Answer

Industry benchmarks by trade and job type:
        
          HVAC replacement: 25-35% without systematic follow-up, 40-55% with systematic follow-up
          Plumbing estimates: 30-40% without, 50-65% with
          Roofing: 20-30% without, 35-50% with
          Electrical: 35-45% without, 50-65% with
          Service/repair (all trades): 60-80% (urgency drives higher rates)
          Referral leads: 50-70% (trust is pre-built)
          Ad/SEO leads: 20-35% (cold traffic, more shopping)
          Repeat customers: 60-80% (relationship exists)
        
        If you're below these ranges, the problem is usually follow-up process, not pricing.

Question 2

How do I calculate my actual closing rate?

Accepted Answer

Formula: (Jobs Won ÷ Estimates Given) × 100 = Close Rate
        But segment it for useful insights:
        
          By lead source: Referral vs. Google vs. ad vs. repeat customer
          By estimator: If you have multiple salespeople, compare their rates
          By job type: Repair vs. replacement vs. new construction
          By price tier: Under $5K vs. $5-15K vs. over $15K
        
        Example: You give 100 estimates, win 35 jobs = 35% close rate. But if referrals close at 60% and Google leads at 20%, you know where to focus improvement efforts.

Question 3

Why am I closing less than 20% of my estimates?

Accepted Answer

Common causes:
        
          Lead quality problem: Unqualified leads who can't afford your services or aren't ready to buy
          Sales process problem: Poor presentation, not addressing objections, no differentiation from competitors
          Follow-up problem: Not following up at all, or stopping too soon
          Pricing problem: Significantly higher than competition without justifying the difference
          Timing problem: Slow to respond, slow to deliver quote, slow to follow up
        
        Diagnosis: Track close rates by lead source. If referrals close at 50%+ but ad leads close at 10%, it's lead quality. If all sources are low, it's process or pricing.

Question 4

Are my low close rates a lead quality problem or a sales process problem?

Accepted Answer

Test to find out:
        
          If referral leads close at 50%+ but other leads under 20%: Lead quality problem. Focus on better lead sources or better lead qualification.
          If ALL leads (including referrals) close under 30%: Sales process problem. Focus on presentation, follow-up, and differentiation.
          If close rate varies wildly by estimator: Training problem. Your best closer should train others.
          If initial close rate is decent but drops over time: Follow-up problem. Leads go cold because nobody's nurturing them.

Question 5

How many estimates should I give to hit my revenue goals?

Accepted Answer

Reverse-engineer from your close rate and average job value.
        Formula: Revenue Goal ÷ Average Job Value ÷ Close Rate = Estimates Needed
        Example:
        
          Goal: $100,000/month
          Average job: $2,500
          Close rate: 30%
          Calculation: $100,000 ÷ $2,500 ÷ 0.30 = 133 estimates/month needed
        
        If you can't generate 133 estimates, you need to either: Increase average job value (upsell, larger projects), improve close rate (better follow-up, better sales process), or increase lead generation (marketing).
        This math clarifies where to focus effort.

Question 6

Should I charge for estimates to pre-qualify serious buyers?

Accepted Answer

Depends on job type and market:
        Charge for estimates when:
        
          Complex jobs requiring significant design time (custom work, large projects)
          Your market accepts it (some do, some don't)
          You're overwhelmed with unserious inquiries
        
        Free estimates when:
        
          Commodity services (standard repairs, routine installations)
          Competitors offer free estimates (you'll lose leads otherwise)
          You're building market share and reputation
        
        Middle ground: Free estimate, but charge for detailed design/engineering (refundable if they book).
        Test both approaches and track close rates. Sometimes charging increases close rate by filtering out tire-kickers.

Question 7

How many times should I follow up after sending an estimate?

Accepted Answer

Research shows 8-12 touchpoints to close 80% of deals.
        Most contractors give up after 1-2 attempts—leaving 20-30% more revenue on the table.
        Recommended cadence:
        
          Day 0: Deliver estimate, thank them for time
          Day 1-2: Quick text check-in ("Any questions?")
          Day 3: Email with additional info (financing, testimonials)
          Day 5-7: Phone call to discuss concerns
          Day 10-14: Text/email with limited-time incentive or opening
          Day 21-30: Final check-in before closing file
          Then: Monthly touchpoint for 6+ months on large projects
        
        Persistence wins. You're not "bugging" them—you're being professional and showing you want their business.

Question 8

What's the ideal follow-up cadence for contractor estimates?

Accepted Answer

Vary intensity based on urgency and job size:
        Emergency/urgent (will decide within days):
        
          Day 0: Same-day follow-up after estimate
          Day 1: Morning call/text
          Day 2: Afternoon text if no response
          Day 3: Final call with "wanted to check before scheduling other jobs" urgency
        
        Standard service (will decide within 1-2 weeks):
        
          Days 1-3: Light touches (text, email)
          Days 4-7: Phone call with value-add
          Days 8-14: Periodic check-ins with new info
          Day 15+: Weekly until decision
        
        Large projects (may take weeks/months):
        
          First 2 weeks: Active follow-up
          Weeks 3-8: Bi-weekly touchpoints
          Months 2-6: Monthly check-ins with seasonal or promotional hooks

Question 9

Should I follow up by text, email, or phone first?

Accepted Answer

Text typically gets fastest response (98% open rate, most read within 3 minutes).
        But use all channels in sequence:
        
          Day 1: Text (quick, easy to respond)
          Day 2-3: Email (more detail, attach testimonials/financing info)
          Day 4-5: Phone call (if no response to text/email, personal touch matters)
        
        Then rotate: Text → Email → Call → Text → Email → Call
        Different people prefer different channels. By using all three, you find what works for each customer.
        Key: Don't rely on one channel. Multi-channel follow-up has 3-5x higher response rates than single-channel.

Question 10

What exactly should I say in follow-up messages?

Accepted Answer

Provide value, not just "checking in."
        Day 1 Text:
        "Hi [Name], thanks for having us out today! Here's your estimate: [link]. Any questions, just reply to this text. —[Your name], [Company]"
        Day 3 Email:
        Subject: "Quick question about your [project type]"
        "Hi [Name], following up on the estimate we discussed. Attached is info on our financing options that might help. Also, here's a recent review from a customer with a similar project: [link]. Let me know if you'd like to move forward or have any questions. Best, [Name]"
        Day 5 Call:
        "Hi [Name], this is [Name] from [Company]. I wanted to follow up on the estimate for your [project] and see if you had any questions I could answer. Also wanted to let you know we have an opening next [day] if you'd like to get on the schedule."

Question 11

How do I handle 'I need to think about it' or 'We're getting more bids'?

Accepted Answer

Don't fight it—embrace it and stay top of mind.
        Response to "I need to think about it":
        "Absolutely, take your time. What questions can I answer that would help your decision? I'll follow up in a few days, and in the meantime, feel free to text me anytime."
        Response to "We're getting more bids":
        "Smart approach—I'd do the same. When you're comparing, I'd highlight [your key differentiator: warranty, response time, reviews, etc.]. Let me know if you want me to walk through what we include versus what you might see in other quotes."
        Then follow up systematically. Many "getting other bids" customers choose the contractor who was most responsive and professional—not always the cheapest.

Question 12

How can I make sure no estimate falls through the cracks when I'm busy?

Accepted Answer

Systematic process beats relying on memory:
        
          CRM/pipeline: Every estimate goes into a system with follow-up reminders
          Automated sequences: Tools like Hatch, Podium, or your CRM auto-send follow-up texts/emails on schedule
          Daily review: Each morning, check "estimates pending" list and make follow-up calls
          Assign ownership: Specific person responsible for following up on each estimate
          Accountability: Track follow-up completion rate, not just close rate
        
        Automation is key. When you're slammed in the field, the system follows up for you. Manual follow-up processes fail during busy periods—exactly when you're generating the most estimates.

Question 13

How long should I keep following up before closing out an old estimate?

Accepted Answer

Longer than you think:
        
          Active pursuit: 30-60 days with decreasing frequency
          Warm nurture: 60-180 days with monthly touchpoints
          Long-term: 6-12 months with quarterly seasonal check-ins
        
        Why so long? One HVAC company re-engaged estimates from 12+ months prior and closed $300,000+ in business.
        Many customers don't say "no"—they say "not yet." Life gets busy, priorities shift, budgets change. When they're finally ready, the contractor who's been professionally persistent is who they call.

Question 14

What parts of estimate follow-up can be automated without feeling robotic?

Accepted Answer

Automate:
        
          Initial thank-you/confirmation after estimate delivery
          Reminder texts/emails on schedule (days 1, 3, 7, etc.)
          Appointment reminders for scheduled follow-up calls
          Re-engagement emails for old estimates (30, 60, 90+ days)
          Review requests after completed jobs
        
        Keep human:
        
          Actual phone conversations
          Responding to customer replies/questions
          Handling objections and negotiations
          Customizing for complex or high-value jobs
        
        Rule of thumb: Automate the "sending" of follow-ups, but personalize the content and always have humans handle two-way conversations.

Question 15

What metrics should I track to improve my estimate follow-up process?

Accepted Answer

Essential metrics:
        
          Response rate: % of estimates where customer responds to follow-up
          Close rate: % of estimates converted to jobs
          Time to close: Average days from estimate to signed contract
          Follow-up completion rate: % of required follow-ups actually done
          Close rate by follow-up count: Do you close more deals after 3, 5, or 7 touchpoints?
          Close rate by channel: Which works better—text, email, or phone?
          Revenue per estimate: Average value of closed deals
        
        Advanced: Attribution by lead source, by estimator, by job type.
        Track these weekly or monthly and adjust your process based on what the data shows.

Question 16

Do I actually need a CRM for estimate follow-up, or is it overkill?

Accepted Answer

For 1-3 person shops: Spreadsheet or simple tool (Jobber, Housecall Pro's built-in tracking) may suffice if you're disciplined.
        For 3-10+ person teams: CRM becomes essential. Without it:
        
          Leads fall through cracks when multiple people are involved
          No visibility into what follow-up has been done
          Can't analyze close rates by source, person, or job type
          Each person has their own "system" (or lack thereof)
        
        CRM essentials for contractors:
        
          Pipeline stages (lead, estimate sent, follow-up, won/lost)
          Task reminders for follow-ups
          Text/email templates and logging
          Mobile app for field access
          Integration with calendar and estimating software

Question 17

How do I integrate follow-up automation with my existing estimating software?

Accepted Answer

Integration options:
        
          Native integration: Many CRMs connect directly to ServiceTitan, Housecall Pro, Jobber. When estimate is marked "sent," follow-up sequence triggers automatically.
          Zapier/Make: If no native integration, connect tools via Zapier. Example: "When new estimate created in Jobber → add to Hatch follow-up sequence."
          Manual bridge: If all else fails, export estimates weekly and import to follow-up tool.
        
        Ideal workflow: Estimate sent in field software → auto-triggers CRM task/sequence → follow-ups go out automatically → responses logged in CRM → when won, job created in field software.
        This eliminates double data entry and ensures nothing gets missed.

Question 18

How do I win estimates without being the cheapest?

Accepted Answer

Customers don't choose cheapest—they choose most confident and trustworthy.
        Tactics:
        
          Respond fastest: First to estimate often wins regardless of price
          Present options: Good-better-best anchors price perception
          Show what's included: Permits, cleanup, warranty, quality components. Competitors often exclude these.
          Share reviews/testimonials: During the estimate and in follow-up
          Explain the "why": Why your price is higher and why it's worth it
          Offer financing: Makes higher price feel manageable
          Follow up systematically: Cheapest quote often wins by default when others don't follow up
        
        Remember: Customers choosing solely on price are often your least profitable and most difficult. Let competitors have them.

Question 19

What should I do with estimates I didn't close months ago?

Accepted Answer

Re-engage them—they're warm leads who already know you.
        Campaign:
        
          Pull all open estimates from 3-12 months ago
          Send text/email: "Hi [Name], this is [Name] from [Company]. We provided an estimate for [project] back in [month]. Wanted to check if you're still considering the project—we have availability in the next few weeks and I could offer [small incentive] if you'd like to move forward."
        
        Results: One HVAC company closed $300,000+ re-engaging year-old estimates. Many customers didn't go with anyone—they just delayed. Being the one who follows up when they're finally ready puts you first in line.

Question 20

How do I track which follow-up messages actually move the needle?

Accepted Answer

A/B test and measure:
        
          Track response rate by message: Which templates get replies?
          Track close rate by sequence: Does the 5-touch or 8-touch sequence win more?
          Track by channel: Text vs. email vs. call effectiveness
          Track by timing: Do day-2 follow-ups outperform day-4?
          Track by content: Does the financing email outperform the testimonial email?
        
        Most CRMs and automation tools show these analytics. Review monthly and double down on what's working.
        Small improvements in response rate (10% → 15%) compound into significant revenue gains.

Question 21

What qualifying questions should I ask on the first call to avoid wasting time on bad leads?

Accepted Answer

Ask these before scheduling an estimate visit:
        
          "What's the issue you're experiencing?" (Understand scope and urgency)
          "Is this your home or are you renting?" (Renters often need landlord approval)
          "What zip code or address?" (Confirm service area)
          "Have you gotten other quotes?" (Understand competition and timeline)
          "When are you looking to have this done?" (Urgency indicator)
          "Do you have a budget range in mind?" (Qualify financial readiness)
          "Who else will be involved in the decision?" (Identify decision-makers)
        
        These questions take 2-3 minutes but prevent hours of wasted estimate visits to unqualified leads.

Question 22

How can I present proposals so homeowners see value, not just price?

Accepted Answer

Structure matters more than price:
        
          Lead with the problem and cost of NOT fixing it: "Your 15-year-old system is running at 60% efficiency, costing you approximately $X extra per year in energy."
          Present options (good-better-best): Gives customer control, anchors perception, often sells the middle option
          Itemize what's included: Permits, cleanup, warranty, quality components, disposal—competitors often exclude these
          Show comparable value: "This Lennox unit is rated #1 in reliability by Consumer Reports."
          Include social proof: "Here's a similar project we did for the Johnson family on Oak Street."
          Make financing visible: "$89/month with approved credit" feels different than "$8,500."
          End with timeline and next steps: "If you'd like to move forward, I can have a crew here Thursday."

Question 23

What discovery questions uncover the real pain points and urgency behind a project?

Accepted Answer

Go beyond "what's the problem" to understand motivation:
        
          "How long has this been going on?" (Long-standing issues suggest urgency to finally fix)
          "What made you decide to call today?" (Trigger event reveals urgency)
          "How is this affecting your daily life?" (Emotional connection to the problem)
          "Have you tried anything to fix this before?" (Shows frustration level and budget spent)
          "What's most important to you—cost, timeline, or quality?" (Reveals buying criteria)
          "Are there other issues you've been putting off while we're here?" (Upsell opportunity)
          "When does this need to be resolved by?" (Hard deadline creates urgency)
        
        The contractor who understands WHY the customer wants this done wins over the one who just quotes a number.

Question 24

What should be different in my process for referrals vs. cold leads vs. repeat customers?

Accepted Answer

Tailor your approach to the trust level:
        Referral leads (highest trust):
        
          Skip heavy qualification—they're pre-sold
          Focus on confirming scope and scheduling quickly
          Mention the referrer: "Jim mentioned you might need help with..."
          Follow up less aggressively—they'll likely choose you
          Close rate: 50-70%
        
        Cold leads (lowest trust):
        
          Qualify thoroughly—they're shopping
          Build credibility: reviews, credentials, examples
          Follow up more persistently—they need nurturing
          Expect price comparisons
          Close rate: 20-35%
        
        Repeat customers (existing trust):
        
          Acknowledge the relationship: "Great to hear from you again!"
          Check their history before the call
          Offer loyalty considerations
          Ask about other needs while you're there
          Close rate: 60-80%
        
        Track close rate by lead source to optimize your process for each type.

Question 25

How do I follow up after a job to get reviews and referrals without being pushy?

Accepted Answer

Timing and approach matter:
        
          Day of completion: Tech asks in person: "If you were happy with our work, would you mind leaving us a review? It really helps our small business."
          Day 1: Automated text: "Thanks for choosing [Company]! If you have 30 seconds, we'd appreciate a review: [link]"
          Day 3-5 (if no review): Second text: "Just following up—your feedback helps us improve. Here's the link if you have a moment: [link]"
          Day 7-14: Email with referral ask: "Know anyone else who needs [service]? We offer a $50 referral bonus."
        
        What NOT to do:
        
          Ask more than 2-3 times for the same job
          Be pushy or guilt-trippy
          Ask when the customer seems unhappy (fix the issue first)
        
        Reviews and referrals are earned by great service—the ask just reminds them.

Question 26

What are good closing questions for homeowners who are on the fence or comparing bids?

Accepted Answer

Questions that move to decision:
        
          "What would need to be true for you to feel confident moving forward?" (Reveals hidden objections)
          "Is there anything about our proposal that concerns you?" (Direct objection surfacing)
          "If price weren't a factor, would you choose us?" (Isolates price objection from other concerns)
          "What's your timeline—when does this need to be resolved?" (Creates urgency)
          "Would it help if I walked you through our warranty and what it covers?" (Addresses risk concerns)
          "I have availability next Thursday—should I pencil you in while we figure out the details?" (Soft close with commitment)
        
        Don't ask "So, what do you think?"—it invites indecision. Ask questions that move toward a specific next step.

Question 27

How can I create simple, repeatable sales scripts so every estimator sells the same way?

Accepted Answer

Build a framework, not a rigid script:
        
          Opening (build rapport): Standard greeting, introduce yourself, thank them for having you out
          Discovery (understand needs): 5-7 standard questions about the problem, timeline, budget, decision-makers
          Inspection (diagnose): Explain what you're looking at and why, narrate findings
          Presentation (propose solution): Standard good-better-best framework, always present options
          Objection handling (prepare for common objections): Price too high, need to think about it, getting other bids, need to talk to spouse
          Close (ask for the business): Standard closing question that everyone uses
        
        Train estimators on the framework, then let them use their own words within it. Role-play objection handling monthly. Track close rates by estimator and have top performers share what's working.

Close More Estimates: 30 FAQs for Contractors

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