Don’t Leave Them Hanging: Why You Need a Sales Follow-Up Process

Following up on unsold estimates will help your business grow year-round, yet many HVAC contractors miss the opportunity to close these opportunities. A nationwide survey of residential contractors found that following up on unsold estimates can generate up to 15% extra revenue per year. Instead of forgetting about a homeowner who does not give you an immediate “yes,” be sure to establish a sales follow-up process to earn that extra revenue and loyal customers.

What Does a Sales Follow-Up Process Look Like

Scott Sylvan Bell, sales expert and coach, shares that there are 4 main ways for HVAC technicians to follow up with a client:

• Go back to the homeowner’s property
• Send a text
• Make a phone call
• Send an email

We know you’re busy on the job, especially during the summer months, so it’s easy to overlook these simple follow-up methods. But keep in mind that skipping a quick follow-up could cost more than just one install: it could mean missing out on a long-term customer. Strategic follow-up — especially where you provide financing options — can help you close deals and build relationships.

To help with the follow-up process, you might consider using a CRM or job management software to trigger automatic reminders. These are especially helpful during the HVAC busy season. No matter which follow-up method you use, it’s important to be consistent so that no opportunity is overlooked.

Here is a sample schedule:

24 hours later: “Do you have any questions?”

3 days later: “We are happy to look at alternative systems or offer payment plans.”

7 days later: “We’d love to earn your business. Would financing help?”

As we mentioned, most contractors don’t do any follow-up, so by making a phone call or sending a text, you will already be one step ahead of the competition. Whether you choose texts, phone calls, or emails, maintaining consistent communication with prospective clients will ensure homeowners don’t fall through the cracks.

The Advantage of Implementing a Sales Follow-Up Process

Think about some of the reasons estimates go cold:

• Homeowners need time to think about it.
• They want to compare other quotes.
• During shoulder season, milder weather puts the decision temporarily on hold.
• Customers don’t feel knowledgeable enough to make such an expensive decision.
• They need time to find the money to pay for your services.

All these reasons make sense. HVAC replacement costs can cause sticker shock; however, the homeowner will have to make a decision eventually. This is why it’s so important to stay in contact with prospects. Consistent communication keeps your company top of mind, shows professionalism, and builds trust.

Add Value to Your Communications

Follow-ups should add value beyond just a check-in. If your company is offering a special promotion, like free duct cleaning with an HVAC system replacement or a 10-year or lifetime workmanship warranty, let potential clients know! If price was the sticking point for a homeowner, remind them that there are multiple financing options available to keep the payments manageable. Use our Project Estimator tool to send estimates to homeowners so they can see all their options. Financing can be your secret sauce to a successful close.

You might try a message like this:

“I wanted to see if we could help fit this into your monthly budget. Did you know we offer financing options as low as $X/month?”

Just because a homeowner hasn’t decided yet doesn’t mean the door is closed. Offering flexible financing can ease sticker shock and help customers move forward. Sometimes, a quick follow-up is all it takes. If mentioning financing feels uncomfortable, we have strategies for incorporating financing into your communications with homeowners.

Ask Homeowners Their Communication Preferences

With social media, text messaging, phone calls, and emails, it might be hard to decide on the best method for outreach.

Phone calls offer a more human touch; a real-time conversation can make all the difference to someone weighing their HVAC options. On the other hand, younger customers tend to prefer texting over phone calls, so you might have better luck reaching them via text. Email remains a solid option, offering a little more structure and easier record keeping.

Since there are benefits to each of these methods, we recommend asking homeowners what they prefer. Based on a survey of 3,900 customers, a Consumer Preferences Report shows that 91% of customers want companies to connect with them through their preferred channels.

Make it a part of your process to ask and note their preferences.

Unlock More Revenue from the Estimates You Already Have

The 2025 Residential Trades Report shows that contractors who are thriving are “setting clear goals, offering multiple pricing options to their customers, communicating with their customers in the way they want to be communicated to, and making sure no opportunity slips through the cracks.”

Don’t let great leads slip away. Consider every unsold estimate as a future win and every homeowner who doesn’t commit right away as a future lifelong customer. When you implement a sales follow-up process and offer financing options, you’re helping customers make a decision, increasing close rates, and growing your business. Let FTL Finance help you turn every follow-up into a signed job.