Estimate follow-up email templates and texts
Most estimates are not lost to a competitor. They are lost to silence. These five messages follow up a quote over two weeks: a recap, a quick check, the options again, a scheduling nudge and a polite close.
When to follow up on an estimate
Send the recap the day of the visit, while the conversation is fresh. Then space the follow-up out: a short text at day three, the options again at day seven, a scheduling nudge at day ten and a close at day fourteen. Stop the moment the customer replies, signs or says no.
Texts go only to customers who agreed to receive them. Everyone else gets the three emails.
Day 1, email: the recap
Subject: Your estimate from {{team_name}}
Hi {{first_name}}, Thanks for having us out. Here is your estimate for {{ event.deal_title | default:"the work we discussed" }}: {{ estimate_url | default:"reply to this email and we'll send it again" }}. If any line in it is unclear, reply with your questions. I'm happy to walk through the options by phone. {{ event.owner_name | default:"The team" }} {{team_name}}
Day 3, text: the quick check
Hi {{first_name}}, it's {{team_name}}. Any questions about your estimate? Reply here and we'll answer.
Day 7, email: the options again
Subject: Your options, side by side
Hi {{first_name}}, A week ago we quoted {{ event.deal_title | default:"your project" }}. Most people take a few days to compare, so here are the options again in one place: {{ estimate_url | default:"reply and we'll resend the estimate" }}. If price is the question, ask about financing. If timing is the question, tell us your window and we'll check the schedule. {{team_name}}
Day 10, text: the scheduling nudge
{{team_name}}: we still have openings this month for your project. Reply with a week that works and we'll pencil you in.
Day 14, email: closing the loop
Subject: Should we close your estimate?
Hi {{first_name}}, We haven't heard back about your estimate, so I'll assume the timing isn't right. No problem. If you'd still like to go ahead, or want us to adjust anything, reply to this email and it's all still here. {{team_name}}
What each placeholder needs
Placeholders in double braces are filled in when each message sends. A placeholder with no value becomes empty, so the ones that might be missing carry a default to fall back on. Preview each message with a real contact before turning the sequence on.
- {{first_name}}
- Built in. The contact's first name; falls back to “there”. Example: Dana
- {{team_name}}
- Built in. Your brand's name. Example: Brightline Heating
- {{event.deal_title}}
- From the event that started the sequence. ServiceTitan and Pipedrive deal events include it. Example: Furnace replacement
- {{event.owner_name}}
- From the event. Pipedrive deals carry the owner; ServiceTitan sets it once an estimate is sold, so the default covers the rest. Example: Sam Ortiz
- {{estimate_url}}
- A contact property you add, for example from your estimating tool through Zapier. Not built in. Example: https://…/estimate/123
Set it up in one sentence
In Sequence, you do not build this by hand. Ask your agent:
“When an estimate is presented, run these five follow-ups over two weeks, and stop if the customer replies or the job is won or lost.”
The agent creates the templates and a sequence that starts on your CRM's estimate event, with exits for a reply and for the deal closing. See how it works for HVAC, roofing and plumbing, or with ServiceTitan and Pipedrive.