What to send after a water heater estimate, word for word
The homeowner said they would think about it. Here are the exact texts and the email to send over the next week so the job does not quietly go to someone else.
Your tech quoted a $2,400 water heater replacement, the homeowner said "let me talk to my wife and get back to you," and nobody ever followed up. A week later the neighbor sees another company's van in that driveway.
Most plumbing companies lose more big-ticket jobs to silence than to price. The homeowner was not saying no. They were busy, unsure, or waiting for another quote. A short, polite follow-up gets many of those jobs back. Here are the exact words to use.
The rules before the scripts
- Send the first message the same day. While your tech is still fresh in their mind.
- Text first, email second. Texts get read. Emails hold the details.
- One question per message. Make it easy to reply with a word or two.
- Stop after four touches. More than that feels like pressure, and it reflects badly on you.
Message 1: same day, within two hours
Send this from a number the homeowner can reply to.
Hi [name], this is [your name] at [company]. Thanks for having [tech] out today. Your written estimate for the water heater is in your email. Any questions I can answer?
That is it. No pushing. You are just making sure the estimate landed and opening the door.
Message 2: the estimate email
Send this at the same time as Message 1.
Subject: Your water heater estimate from [company]
Hi [name],
Thanks for having us out today. Here is what [tech] found and what we recommend.
What we found: Your [age]-year-old 50-gallon gas water heater is showing rust at the base and the relief valve is weeping. These are common signs a tank is near the end.
Option 1: Replace with a standard 50-gallon gas unit, installed, haul-away included: $[price]. Option 2: Replace with a high-efficiency unit with a longer warranty: $[price].
Both include permits, code updates, and a [length] labor warranty. We can usually install within one to two days.
Reply to this email or text [phone] with any questions.
[Your name]
Two options give the homeowner a choice instead of a yes or no. The pricing and quoting guide covers how to build good-better-best options that do not overwhelm people.
Message 3: day 2 or 3
Hi [name], just checking in on the water heater. Happy to answer anything, or if it helps I can hold a spot on [day] for the install. Want me to?
A specific day turns "thinking about it" into a simple yes or no.
Message 4: day 6 or 7, when they are still quiet
Hi [name], I do not want to bug you. If you went with someone else, no hard feelings, and if you are still deciding, I am around. Either way, could you let me know so I can close out the estimate?
This message works surprisingly well. People will often reply just to be polite, and many replies are "still need it, can you come Thursday."
When they say the price is too high
Have this ready instead of jumping to a discount:
Thanks for telling me. Can I ask what the other quote included? Sometimes the difference is permits, haul-away, or warranty. If it is the same job, I would like the chance to look at it again.
Often the cheaper quote leaves things out. If it really is the same job for less, you can decide whether to match. Either way you learned something about your market.
When they say yes
Confirm in writing right away:
Great, you are booked for [day] between [time] and [time]. [Tech] will text when he is on the way. Thanks for choosing us.
Then, after the install, ask for the review while the hot water is fresh:
Thanks again for having us today. If you are happy with the install, a quick Google review helps a lot: [link]
Why this matters for your numbers
A simple hypothetical: if your techs write 30 water heater estimates a month and close half on the spot, that leaves 15 open. If follow-up brings back even four of those at $2,400, that is $9,600 a month from four text messages per estimate. Put your own close rate into the calculator to see what is sitting in your open estimates right now.
The review ask matters too. The median plumbing company in our data has 21 reviews, while the top 10% have 358 or more. Every water heater install is a strong review waiting to happen. The benchmark report shows where you sit, and the speed to lead guide covers how to answer new calls just as fast.
Save these where your team can find them
Put all four messages in your field software or your office phone as saved replies. Name them "Est 1," "Est 2," and so on. If follow-up depends on someone remembering, it will not happen during a busy week.
If you want help following up on every open estimate, try a free 14-day trial of any service, no card, text or call (346) 436-6274.
Steven has spent the last several years running growth campaigns for local service businesses, plumbing companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor