Many contractors send a written estimate and then wait. Some customers say yes, some say no, and a surprising number never say anything at all. A well-timed text ("Did the estimate make sense? Happy to answer questions") brings a lot of those back into the conversation. We write the follow-ups, set the timing, and make sure they go only to people who asked you for a quote or hired you.
Our role is marketing and consulting; we are not a contractor and don't perform or inspect any work.
What's included
Two short sequences and the rules around them.
After an estimate
- Day 2 or 3: a check-in that names the estimate and offers to answer questions.
- Day 8 to 10: a closing message that makes "no thanks" easy, which often prompts a real answer either way.
After a finished job
- Day 1 or 2: a check that everything is working as expected, with a direct line to the owner if not.
- Optional: one review request, worded neutrally and sent to every customer, not only the happy ones.
Rules around both
- who is eligible to receive each message, and how that's recorded
- a pause if the customer has replied, so nobody gets an automated nudge mid-conversation
- business name and an opt-out line in every message
- a stop on all follow-ups the moment someone replies STOP
Why the consent line matters here
Follow-up is where texting moves closest to marketing, so this is where we're most careful. We summarise; we don't give legal advice.
Canada's anti-spam law lists some messages that are exempt from the consent requirement, including a message that solely provides a quote or estimate the recipient requested, and one that facilitates or confirms a transaction they already agreed to. You can read section 6 of the Act on the Justice Laws site. A follow-up that adds a promotion or a new offer may no longer be "solely" about the quote.
For messages that do need consent, ISED's consent guidance explains that implied consent from an inquiry is generally valid for 6 months and from a purchase for up to 2 years. That's why we date-stamp how each contact came to you. Our CASL texting guide goes further, with links.
Who it's for
Contractors who send written estimates for jobs worth more than a few hundred dollars.
Renovators, roofers, HVAC replacement crews, landscapers and electricians doing panel upgrades tend to have the most open estimates. If almost every job you do is a same-day emergency, the payback is smaller; focus on text-back instead.
Timeline
Two to three weeks, assuming you have a way to mark when an estimate is sent.
- Week 1: we look at how estimates are created and tracked now, and how many sit open.
- Week 2: wording, timing and eligibility rules; configuration in your texting or field-service tool.
- Week 3: launch with a small batch, then review replies and adjust.
How we measure it
- share of estimates that receive a yes or no within 14 days
- estimates won after a follow-up text versus before the change
- opt-out rate per message, as an early warning
- replies that raised a question or problem, which tell you what your estimates don't explain
Mistakes to avoid
- Sending the same follow-up to everyone in your phone. A past customer from four years ago is not the same as someone who asked for a quote last week.
- "Just checking in!" with no context. Name the job and the date of the estimate so the customer knows exactly what you mean. ISED makes a similar point about giving people enough detail to identify what a message is about.
- A discount in the second text. It trains customers to wait for a discount, and it turns a quote follow-up into a promotion.
- Ignoring replies. Automation sends; people answer. Pair this with a shared inbox if more than one person replies.
See how follow-up fits into a plan on our pricing page.
Frequently asked questions
How many follow-up texts is too many?
For a single estimate, we rarely recommend more than two. One a couple of days after the quote, and one about a week later that makes it easy to say no. After that, the customer knows where you are.
Can I text old customers about a seasonal special?
That's a promotional message, which is where Canada's anti-spam rules on consent apply most directly. Implied consent from a past purchase is generally time-limited, so check the official guidance or a lawyer before sending promotions to older contacts.
Should the follow-up ask for a review?
It can, after a finished job, as long as you ask everyone the same way and don't offer anything in exchange. We keep it to one polite request with no pressure.
What if the customer replies with a complaint?
Good; you'd rather hear it by text than in a public review. The playbook includes a reply that acknowledges the problem and moves it to a phone call with the owner or manager.
Sources
- Justice Laws: Canada's Anti-Spam Legislation, section 6 (2026-10-22)
- ISED: Getting consent to send email (CASL) (2026-10-22)