Intro
Homeowners often take their sweet time when it comes to pulling the trigger on their remodel project. And sometimes, winning the job is just a matter of staying visible for longer than your competitors.
But if you’re reading this, you probably know that already. Maybe you’ve heard “the money is in the follow-up” a dozen times - but you still struggle to get it done.
One of the biggest things that holds me back from following up with customers is simply not knowing what to say. After the second or third email that says “Hey, just checking in…” it can start to feel repetitive. It ends up taking too long to think about what to say, and the follow-up gets dropped altogether.
If you find yourself in similar situations, this might help! Here is a 10 email sequence you can use over 9 weeks to stay visible and sell more jobs.
These email templates are originally written by Service Allies. Feel free to copy and modify as you see fit.
Email #1 - Conversation Recap
Homeowners tend to compare several quotes before moving forward with a contractor. A recap email can be a great way to quickly stand out.
In a recap email, you remind the customer of their current situation, their desired outcome, and your solution for bridging the gap. It should include a link to your proposal and a call to action for your prospective customer.
Credit where credit is due - this email structure was derived from a template provided by Easton University.
Subject: Your kitchen remodel quote and recap
Hey Sarah, thanks for meeting earlier today to talk about your kitchen remodel. Here’s a recap of our discussion. If there’s anything I’m missing - please let me know!
Current Situation
You feel your kitchen is outdated, and the old island is making the space squeezed and not giving you enough space to move around easily.
Desired Outcome
You would like to demo the island, replace the floor with LVP, update your cabinets, and paint your kitchen with bright colors to liven up the space. You also want to stay under a $12,000 total budget.
Next Steps
Based on our conversation, I quoted a plan to get all of that done. By refacing and refinishing the cabinets instead of replacing them, we can cut down costs dramatically. My total quote is $11,200.
Here’s a link to the proposal: (LINK)
If you would like to get started, please sign at your convenience, or reply to this email if you have any other questions!
Thank you,
Mike
Email #2 - Show Similar Project
This email is designed to build your prospect’s confidence by showing them similar projects you’ve successfully completed. It will be especially effective if the style of the completed project matches what your prospect is looking for.
They won’t have to guess whether or not you can accomplish what they’re looking for - they will be able to see the proof right in front of them.
Subject: A recent project similar to yours
Hi Sarah! Since you’re thinking about refacing and refinishing your kitchen cabinets, I wanted to share a similar project that we did recently.
Our customer, Kate, was hoping to get the project done for under $15,000. Since she didn’t want to replace her floors, our quote was only $7,800 total. We were able to get everything wrapped up in about 3 weeks!
Here are some before and after pictures:
Kate was very kind and left us a five star review as well. Here’s what she said:
“Such and such”
Please let me know if you have any questions or concerns before getting started. Thank you!
Mike
Email #3 - Another Recap
After a couple weeks, it may be hard for your customer to recall details of your conversation. Especially if they are talking to several different home improvement contractors at the same time.
A simple recap email can help them remember your conversation and remember the features and benefits that make your company a good solution.
Subject: Does this still meet your kitchen goals?
Hi Sarah, we haven’t talked for about 2 weeks now, so I thought I would send you a quick recap of our conversation:
1) You mentioned how you want to free up space and transform the look of your kitchen
2) You also mentioned you can’t afford to spend more than $12,000
3) We presented a plan to complete the project for $11,200
Did our proposal meet your goals? If so, does it make sense to move forward?
By the way, if you need to see the proposal again, here’s a handy link: (LINK)
Thank you,
Mike
Email #4 - Reminder of Quote Expiration
If the quotes you provide have a deadline (if not, they probably should!) you can send an email reminding your prospect. If savings is a big priority for your customer, it may encourage them to act sooner rather than later.
Subject: Friendly reminder: your quote expires Feb 1st
Hey Sarah! Just wanted to send a friendly reminder your way. Since material prices are continuously on the rise, we limit our proposals to expire after 90 days.
This means that your quote is good up until February 1st. However, I can’t guarantee the same rate after that point.
With that being considered, would it make sense to move forward before then?
No rush - but I did want to make sure you were aware of the quote expiration date.
Thank you,
Mike
P.S. If you need a link to the quote again, here’s a link for you: (LINK)
Email #5 - State Your Intentions Honestly
Prospects appreciate honesty. At the end of the day, your customers know that you’re a salesperson and that you directly benefit from them signing up. There’s no need to pretend otherwise.
A simple email that states your intention, and provides an honest reason, can go a long way.
Subject: The reason I’m reaching out
Hey Sarah, Mike here again. I’m sending you this email because my goal is to take on at least 10 more kitchen projects before the end of the year.
To be honest, we’re coming up a bit short so far, so I wanted to check in again to see if you’re ready to move forward.
If timing isn’t right, I get it - just figured it was worth a shot!
Here’s a link to the proposal for your project:
Thank you,
Mike
Email #6 - Limited Time Discount
How expensive will it be to your business to lose the sale? If you have a good grasp on that number, you may want to consider offering a last minute discount for prospects to sign up. From personal experience, this works surprisingly well.
You may want to consider putting a time limit on the discount. The point is to encourage your prospect to take action.
Subject: A discount on your kitchen remodel
Hey Sarah, still planning to remodel your kitchen? In case you’re still on the fence about working with ABC Remodels, I thought I would offer something to sweeten the deal a bit.
I would like to offer you $400 off of the original quote. This would take your total down to $10,800 to complete all the work that we discussed.
Here’s a link to the new proposal: (LINK)
For this to make sense for me, I do need to put a time limit on this offer, so it will expire one week from now.
Does moving forward at the new rate make more sense to you?
Thanks,
Email #7 - Send a Digit Back
Here’s a method that I’ve seen work very well. Your prospect may have moved on, or may need more time, but doesn’t want to invest the time or emotional energy to respond. This email will make it much easier for them.
Subject: Could you reply with a digit, Sarah?
Hey Sarah! I would hate to bug you if you’re not planning to move forward. Could you reply with a digit to let me know where you’re at? Please let me know if:
1 - You are no longer interested in remodeling your kitchen
2 - You have decided to go with another contractor
3 - You are still thinking and need more time
4 - You would like to move forward with
Email #8 - Another Friendly Reminder
Subject: Friendly reminder: your kitchen project
After several weeks of following up, there’s not a whole lot more to say. But to increase your odds of getting the job, you’ll want to stay on your prospect’s radar.
All other things being equal, if your prospect hears from you more than anyone else, they may choose you simply for convenience.
Hi Sarah - thought I’d send you a friendly reminder about the proposed kitchen remodel.
Life gets busy and maybe you haven’t had time to give it the proper thought yet. No rush! Just wanted to make sure I stay on your radar and that you know we still would like to earn your business.
Here’s a link to the proposal document: (LINK)
We’d love to help you realize your dream kitchen!
Hope to hear from you soon,
Mike
Email #9 - Better Time to Start?
If your prospect hasn’t responded after 8 weeks, there’s a good chance that they’ve moved on. They may have chosen another contractor, or encountered some personal life event that has taken priority. Either way, there’s a real reason they haven’t responded yet.
Acknowledging this can help you connect with your prospect. They may see you less as a “please buy from me” robot, and more as another human. So if there’s any possibility at all of getting the job, showing some understanding can help!
Subject: Is this the wrong time?
Hi again Sarah! It’s been about 8 weeks since we last talked (time flies, doesn’t it?). Here’s where our convo left off:
1) You mentioned how you want to free up space and transform the look of your kitchen
2) You also mentioned you can’t afford to spend more than $12,000
3) We presented a plan to complete the project for $11,200
I haven’t heard back yet, so I was wondering - could it be that now just isn’t the right time?
If that’s the case, please let me know so I can follow up with you at a more appropriate time.
Thanks again for meeting with me and for your interest in working with ABC Remodels!
Mike
Email #10 - Close Out/Break Up
A “break up” email is the last email you send (at least for a while.) It lets your prospect know that you’re done with manually following up.
Break up emails can get a surprisingly high response rate. For some prospects, it jars them back to reality and helps them realize that they do actually want to move forward.
Subject: Goodbye for now Sarah!
Hey Sarah, about 9 weeks ago we met to discuss your kitchen remodel and created a plan to complete it at your desired budget.
Since I haven’t heard back, it probably means you’ve decided not to move forward with ABC remodels. I will go ahead and close out your account for now.
Of course, we’d still like to earn your business, so please reach out if you need us in the future. Thanks again for your interest, and best of luck on your project!
Thank you,
Mike with ABC Remodels
