Estimates follow-up brings back
Unbooked leads × recovery rate. These are leads that only booked because someone kept reaching out.
FREE TOOL
Follow-up ROI: does chasing unbooked leads pay for itself?
Plenty of leads don’t book on the first call. See what the ones you win back with follow-up are worth after you pay to run it.
By the BlueSmith team · Updated
At a glance
- You enter
- Leads per month that don’t book on first contact
- Of those, how many follow-up turns into a booked estimate
- Estimates you close
- Average project value
- Gross margin
- Monthly cost of running follow-up
- You get
- Gross profit from follow-up per month
- Extra booked estimates per month
- Return on the follow-up cost
- How the math works
- Estimates follow-up brings back
- Gross profit from them
- Net gain and return
- Example numbers, not a benchmark
- What it costs
- Free. No signup, no email. Arithmetic on your own numbers, not a promise of results.
Gross profit from follow-up per month: $11,313
Gross profit from follow-up per month$11,313
- Extra booked estimates per month
- 4.5
- Return on the follow-up cost
- 2262.5%
30 unbooked leads, 15% recovered, 30% closed at $25,000 and 35% margin, $500 a month to run.
See what we’d build for these numbersStarts with example numbers. Change them to yours. Arithmetic only, not a promise of results.
HOW IT WORKS
Three steps. Your numbers.
- 01
Enter your numbers
Enter the leads per month that don’t book on first contact.
- 02
Watch it recalculate
Add the share you expect follow-up to turn into booked estimates, your close rate, project value, margin, and monthly cost.
- 03
Use the answer
Check the net gain and return, then test a lower recovery rate to see where it stops paying.
How the math works
Gross profit from them
Extra booked estimates × close rate × average project value × gross margin. Profit after materials and labor, not revenue.
Net gain and return
Gross profit − monthly follow-up cost gives the headline number. (Gross profit − cost) ÷ cost gives the return. If the cost is bigger, both go negative.
Example numbers, not a benchmark
20 unbooked leads, 10% recovered: 2 booked estimates. 25% close: 0.5 jobs. At $20,000 and a 30% margin, $3,000 gross profit. Minus $600 to run it: $2,400 net, a 400% return.
STRAIGHT ANSWERS
Questions we hear.
What recovery rate should I enter?
There’s no standard one. Track a month: of the leads that didn’t book on first contact, how many booked later after a text, call, or email? If you don’t follow up yet, start low and test.
What goes in the monthly cost?
Software and texting fees, the hours of whoever does the chasing at a fair rate, and any fee you pay someone to run it. Leave out ad spend; those leads are already paid for.
Can I keep texting leads who don’t answer?
Only if they agreed to get texts, and every message needs an opt-out like “Reply STOP to opt out.” Stop when they ask. A few spaced-out touches read as attentive; daily texts read as spam.
Does this cover old estimates that never signed?
No. It’s for new leads that never booked. Estimates you ran that went quiet are a separate pool, and following up on those is reactivation.
Numbers are the start. Let’s build the system.
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