1. Put every inquiry in one pipeline
Website forms, phone calls, Google Ads, social messages and referrals should enter the same simple process. Track the contact, requested service, property location, source, estimate date, next action and outcome so no lead disappears in a text thread.
- New inquiry, qualified, estimate scheduled, estimate sent, won and lost stages
- Record the original channel and landing page
- Assign one next action and due date to every open lead
- Keep marketing consent separate from service communication
2. Confirm new inquiries immediately
An automatic confirmation should tell the customer the request arrived, what happens next and how to send useful photos. It should not pretend an estimate is complete or replace the personal call that qualifies the work.
- Confirm the service and preferred contact method
- Request photos only when they help estimate the job
- State the expected response window honestly
- Notify the owner or assigned salesperson at the same time
3. Follow up on estimates without spamming
Send a concise reminder after the customer has had time to review the estimate, then a final check-in that answers common questions and gives them an easy way to decline. Stop the sequence when they reply, book or opt out.
- Message one: confirm receipt and invite questions
- Message two: restate scope, timing and the next booking step
- Final message: offer help and close the loop politely
- Never continue an automated sequence after a direct reply
4. Bring past customers back seasonally
Segment customers by service and completion date. A spring house-wash reminder should not go to someone whose job finished last week. Useful timing and relevant maintenance advice make the campaign feel like service, not a generic blast.
- Spring exterior cleaning and pollen reminders
- Annual house-wash or roof-treatment check-ins based on prior work
- Commercial property schedule reminders before budget planning
- Referral request after a confirmed positive experience
5. Automate review requests carefully
Ask after the customer has confirmed the result, link directly to the correct review profile and make the request easy to ignore. Do not offer incentives for positive reviews or filter unhappy customers away from public review options.
- Send one direct review link after job completion
- Use the same business identity shown on the website and Google profile
- Reply to reviews with service-minded, non-repetitive responses
- Reuse approved customer feedback on landing pages and social content
6. Measure revenue recovered by follow-up
Track replies, booked estimates, repeat jobs, referrals and revenue by campaign. Open rates can help diagnose delivery, but booked work is the business result. Compare the value of recovered leads with the cost of buying new clicks.
- Estimate follow-up win rate
- Repeat-job revenue by service and season
- Review requests sent and completed
- Unsubscribes, bounces and complaints monitored every send