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The free roofing estimate follow-up template
A tracking sheet you can paste into Google Sheets in a minute, plus four short scripts for the exact moment the estimate went out and the homeowner went quiet. Steal all of it. No signup, no catch.
Most estimates are not lost to price. They are lost to silence: the number went out, the homeowner meant to think it over, and nobody circled back before a faster competitor did. This is a home-improvement follow-up template built to close that gap, a place to track every open estimate and the words to send at day 1, 3, 7, and 14. Copy what is below and you are running a real system today.
On this page
What the template includes
Two parts, and both are on this page in full:
- A tracking sheet. Eleven columns that hold every open estimate and, more importantly, tell you who is due for a touch today.
- Four follow-up scripts. Short, human messages for day 1, day 3, day 7, and day 14, with
{first_name}style placeholders you swap in. They work as email or text.
The tracking sheet (copy-paste columns)
Open a blank Google Sheet, paste these headers across row one, and fill a row per estimate. The two columns that matter most are Last touch and Next touch: sort by Next touch each morning and you always know who to call. One example row is filled in so you can see the shape.
| Date | Homeowner | Address | Phone | Job type | Estimate $ | Estimate sent | Last touch | Next touch | Status | |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026-07-28 | Dana Reyes | 214 Oak Ridge Dr | 555-0142 | dana.reyes@email.com | Roof replacement (hail) | 14,200 | 2026-07-28 | 2026-07-31 (Day 3 nudge) | 2026-08-04 (Day 7) | Awaiting reply |
Keep Status to a handful of values so it stays sortable: Awaiting reply, Replied, Scheduled, Won, Lost, Not now (re-engage). That last one is where old storm leads live until the next season.
The four scripts for estimate sent, no response
Copy each block as-is and swap the placeholders. Keep them short. The goal of every touch is to be easy to reply to, so end with one clear question or one clear next step, never a wall of text.
Day 1: Same-day recap
Hi {first_name}, great meeting you today. As promised, here is the estimate for {job_type} at {address}: {estimate_total}. The full breakdown is attached. If anything looks unclear, just text me back at {your_phone} and I will walk you through it. Thanks for your time. {your_name}
Day 3: Light nudge
Hi {first_name}, just making sure the estimate for {address} came through okay. Happy to adjust the scope or talk through timing if anything is on your mind. What questions can I answer? {your_name}
Day 7: Proof and value
Hi {first_name}, checking in on the {job_type} estimate. A couple of your neighbors had us do similar work this season, and I am glad to send photos or references if that helps you decide. We can also lock in current pricing before the next material increase. Want me to hold a spot on the schedule? {your_name}
Day 14: Polite close
Hi {first_name}, I do not want to keep crowding your inbox, so this is my last note on the {address} estimate. If the timing is not right, no problem at all. Reply "later" and I will check back next season. Reply "go" and I will get you on the calendar this week. Either way, thank you. {your_name}
How to actually use it
The template only works if the sheet gets looked at, so build one small habit around it:
- Log the estimate the day it goes out. New row, Status set to Awaiting reply, Next touch set to three days out.
- Sort by Next touch every morning. Anyone whose date is today or past gets the next script in the sequence.
- Update two cells after each touch. Move Last touch to today, set Next touch to the following step. That is the whole discipline.
- Stop the second they reply. Change Status to Replied and take over by hand. The sequence exists to restart the conversation, not to talk over a live one.
For the reasoning behind the day 1/3/7/14 cadence, and what each touch is really doing, see the estimate follow-up sequence.
Where the sheet stops scaling
Here is the honest limit of any template. The sheet tracks follow-ups. It never sends them. Every message is still you, at the end of a long day, remembering to open the sheet, find who is due, paste the right script, swap the placeholders, and hit send, then update two cells. Skip a day, and the day-three nudge lands on day six, which is exactly the slow second touch that loses the job in the first place.
| Step | Running the sheet by hand | With Capstone Outreach |
|---|---|---|
| Capture the lead | Type the row later, if you remember | Scan or type at the door in seconds |
| Write each touch | Paste a script, swap placeholders | Drafted from your note, ready to review |
| Send it | You, from your inbox, on time or not | From your own inbox after you approve |
| Keep the cadence | Sort and remember, every morning | Day 1/3/7/14 scheduled automatically |
| Stop on reply | Notice, then update the row | Stops the moment they reply |
Keep the template. Skip the sheet. Capstone Outreach runs this exact cadence for you: it captures the homeowner at the door, drafts each touch from your note, sends it from your own Gmail or Outlook after you approve, and stops the moment they reply, so you never run the sheet by hand.
Set up in minutes. You review and approve every message before it sends. Switching from a bigger tool? See the JobNimbus alternative for follow-up.
Frequently asked questions
Is this roofing estimate follow-up template really free?
Yes. The tracking-sheet columns and the four scripts on this page are yours to copy into a Google Sheet and your phone with no signup. Paste the column headers into row one, drop the scripts into your notes, and you are running a real follow-up system today. Capstone Outreach is the paid option for when you would rather not run the sheet by hand, but the template costs nothing.
How many times should I follow up on an estimate?
Four touches over about two weeks covers most of it: a same-day recap, a day-three nudge, a day-seven note with proof or value, and a polite day-fourteen close. Most roofing jobs are won or lost in the first 48 hours after the inspection, so the first two touches carry the most weight. Stop the moment they reply; the sequence is there to restart the conversation, not to nag.
What do I say when an estimate gets no response?
Keep it short and human, and give each message a reason to exist. Day one recaps the number and invites questions. Day three checks the estimate arrived and offers to adjust scope. Day seven brings proof, neighbor references, photos, or a pricing deadline. Day fourteen closes the loop kindly and gives them an easy way to say later or go. The four scripts on this page are written to copy straight in.
Do I have to run the sheet by hand forever?
No. The sheet works, but it only ever tracks the follow-up; you still have to send each message and update the row. Capstone Outreach runs the same cadence for you: it captures the homeowner at the door, drafts each touch from your note, sends it from your own inbox after you approve, and stops the sequence the moment they reply, so there is no sheet to maintain.
Where to go next
- The cadence, explained: Estimate follow-up sequence
- The category: Home-improvement & solar CRM
- Switching from a suite: JobNimbus alternative for follow-up
- Canvassing: Door-to-door sales follow-up app
- Capture method: Business-card follow-up
- The topic hub: Follow-up CRM